Mds_Meet Strategic Design.

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Meet strategic Design in collaboration with Polidesign Milano: Strategic Design as trend research. …

Meet strategic Design in collaboration with Polidesign Milano: Strategic Design as trend research.
Elena Ghiretti and Giulio Ceppi as discussant @Design Library.
A way of interpreting " design thinking".

More in: Design , Business
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  • 1. MDS2ELENA GHIRETTI
  • 2. THERE’S NO BETTERSTRATEGIC ASSETTHAN TIME
  • 3. THERE’S NO BETTERSTRATEGIC ASSETTHAN TIMEMY JOURNEY INTOTREND FORECAST
  • 4. AIR DU TEMPS: AIR OF TIMESTRATEGY: A PLAN OF ACTION DESIGNED TOACHIEVE A VISION
  • 5. # 1. VENICE + PARIS : ARCHITECTURE what’s new? LABO BEAUX ARTS CONTEMPORARY BEAUTY what’s new? PAST LAYERING SEMIOTICS HISTORICAL BEAUTY
  • 6. # 2. MILANO : STRATEGIC DESIGN what’s new? - TEAMWORK - ‘PRODUCT SYSTEMS’ --> SYSTEMIC APPROACH - NETWORK - LIFETIME FRIENDS
  • 7. 10ys time to market# 3. EINDHOVEN : BLUE SKY RESEARCH what’s new? - LONG TERM INNOVATION PLATFORMS - MULTI-DISCIPLINARY
  • 8. 4ys time to market# 4. EU: PROSPECTIVE MARKETING MANAGERwhat’s new?- GLOBAL, CORPORATE- CLIENT-FOCUSED
  • 9. 3-0ys time to market# 5. BRUSSELS: GLOBAL MARKETING MANAGERwhat’s new?- NPD- DIRECT SALES- EMERGING COUNTRIES- BUDGET & PEOPLE MANAGEMENT
  • 10. 2-0ys time to market# 6. BOLOGNA : GLOBAL MARKETING MANAGERwhat’s new?- ITALIAN + INTERNATIONAL- 360° RESPONSABILITY
  • 11. 2-0ys time to market# 6. BOLOGNA : GLOBAL MARKETING MANAGER CASE STUDY: MEMENTO ITALIAN OLFACTIVE LANDSCAPES 2006-2008
  • 12. MEMENTO niche perfumery brand / 5 stories product linecaptures the olfactive impressionof a specific time and place.an olfactory snapshot.MAIN TRENDS:NEW PAGE / WHITEHERITAGE / PERSONAL MEMORIESSCENARIO:NU LUXURYUNDERSTATEDFEMININEMINIMAL + EMOTIONALINNOVATION DRIVER:TIME + INTIMATE MEDIAIDEA: 2006DEVELOPMENT: 2006-2007LAUNCH: 2007-2008INTERNATIONAL ROLL OUT: 2009 ONWARDS
  • 13. NEW ADV CAMPAIGN 2010 - 2011Idea: 2006Launch: 2007-2008 MEMENTO 22 Settembre 2007, ore 8 Vaporetto per il Lido VeneziaNEW ADV CAMPAIGN 2010 -2011 TOD’S - An Italian Moment Bar della Pace, Roma, 10 Giugno / Palazzo Rispoli, Roma, 10 Giugno / Villa Cassia, Roma, 11 Giugno!. NEW SUB-BRAND 2009LOUIS VUITTONAlcuni viaggi possono diventare leggenda. Bahamas.10:07
  • 14. 4-2ys time to market# 7. BRAND STRATEGY + TREND FORECASTwhat’s new?- ENTREPRENEURIAL- MY OWN TOOLS
  • 15. 4-2ys time to market# 7. BRAND STRATEGY + TREND FORECAST
  • 16. 12 GLOBAL CITIES, ‘KITCHEN OF INNOVATION’
  • 17. 4-2ys time to market# 7. BRAND STRATEGY + TREND FORECAST CASE STUDY: BREIL POSITIONING & COMMUNICATION STRATEGY (BINDA GROUP) 2010--> 2012
  • 18. 4-2ys time to market# 7. BRAND STRATEGY + TREND FORECAST CASE STUDY: ARTEFICE GROUP BRAND POSITIONING 2010--> 2012
  • 19. 2-1ys time to market# 8. BRAND + TREND = STRATEGIC PLANNINGwhat’s new?- FROM BRAND STRATEGY TO BRAND DESIGN- TEAMWORK WITH CREATIVE DIRECTION- MAIEUTIC APPROACH
  • 20. 2-1ys time to market# 8. BRAND STRATEGY + TREND FORECAST CASE STUDY: CHIANTI MELINI - IL NEO CHIANTI (GIV) 2011 -2012
  • 21. STRATEGIC MARKETING COMMUNICATION STRATEGY NEW PRODUCT DEVELOPMENT STRATEGIC DESIGN BRAND STRATEGY BRAND DESIGN TREND FORECAST
  • 22. STRATEGIC MARKETING COMMUNICATION STRATEGY NEW PRODUCT DEVELOPMENT STRATEGIC DESIGN BRAND STRATEGY BRAND DESIGN TREND FORECAST WHAT >< HOW CONTENT >< EYE
  • 23. an attitude, STRATEGIC DESIGN a way to look at things, connecting brands, products, peopleform, substance, process
  • 24. +SOCIAL an attitude STRATEGIC DESIGN a way to look at things, tomorrow+BRANDING connecting brands, products, people form, substance, process+SUSTAINABLE
  • 25. BOOK: PERSON:BRAND: PLACE:OBJECT:
  • 26. BOOK: PERSON:BRAND: PLACE:OBJECT:
  • 27. MDS2ELENA GHIRETTITKS!