Mark van Iterson, Director Global Heineken Design, Global Commerce, HEINEKEN International
Mark van Iterson is an industrial design engineer by education. After 13 years in design- and brand consultancy, Mark joined Heineken in 2005. He is responsible for all design and brand identity related developments for the Heineken brand worldwide. In the rather traditional beer category, Heineken sets itself apart by its progressive and innovative drive.
Design and innovation are key to enhance and elevate the beer experience, build brand equity, create future business concepts, and engage consumers. He was at Heineken head-office for example responsible for the visual identity of the global ‘open your world’ campaigns, sponsorship campaigns, the iconic Heineken packaging, The SUB, but also more experimental activations at design weeks and music events around the globe.
What makes a brand iconic?
van Iterson: There is no simple silver bullet for becoming an iconic brand. It’s the combination of being unique and recognizable, consistent over time, and flexible to always be relevant and engaging. That’s a complex balancing act, in which for example innovation, communication, design and also the tangible delivery of the brand- and product-promise, should all work together.
Why should design be infused into every part of an organization?
van Iterson: In essence, good design creates better consumer experiences, abstract or concrete, evolutionary or revolutionary. And that’s added value and competitive advantage, so that’s business. That’s why many successful companies increasingly integrate design into their processes and organization. I strongly believe that design can add value to any type of business, but that the way to infuse design, should be tailored to the specificities of the organization.
Want more from Mark? Don’t miss him at his FUSE Europe session on October 30th at 14:45 in Amsterdam. For more information about FUSE Europe or to register, click here.