Brand Identity in a Changing Retail World


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Presentation given together with David Racchi, Design Director at Walk Design, during the Retail Design Trends 2013 Conference organized on November 27th, 2013 in Warsaw, Poland

Published in: Marketing, Design, Business

Brand Identity in a Changing Retail World

  1. 1. "The safest thing you can do is take risks. The riskiest thing you can do is play it safe." Seth Godin
  2. 2. Change Ahead
  3. 3. The world has changed is changing
  4. 4. Change is imminent and essential to survival
  5. 5. Incremental ideas
  6. 6. better! bigger! faster! smaller! thinner! ...
  7. 7. MP3 Owning products Accesing experiences
  8. 8. Disruptive Thinking
  9. 9. Changing the way you think about competition and the business you are in
  10. 10. What if?
  11. 11. Taking your product / service / business in a different direction
  12. 12. Winning not by doing it “better”, but winning by doing it differently
  13. 13. Design
  14. 14. “Design is learning how to see. It’s figuring out where the opportunities really are. It’s seeing the gap and visualizing in advance what is going to work." Seth Godin
  15. 15. Retail
  16. 16. Product Design
  17. 17. The packaging should coexist in unison with the product. It's all got to add up
  18. 18. Building on an existing idea and creating a new one
  19. 19. Be consistent with the idea and follow through
  20. 20. Visual Design
  21. 21. Every interface between a product/brand and it’s public has got to look right, not dominate and contribute effortlessly to the experience.
  22. 22. Consider our emotional relationship with things and the value we give and get from them
  23. 23. Experience Design
  24. 24. Retail, websites, apps, packaging, events, etc They are all spaces to be designed in harmony to the products values
  25. 25. Some of these spaces you can influence, and some may influence you
  26. 26. Create an added value to your product
  27. 27. Every project is an opportunity to create an experience, no matter how big or small
  28. 28. Convergence
  29. 29. Design Creativity Technology
  30. 30. What if?
  31. 31. 2 final thoughts
  32. 32. Make Retail Design “experience design”
  33. 33. Change Ahead
  34. 34. “If you don’t like change, you are going to like irrelevance even less.” General (Ret.) Eric Shinseki
  35. 35. Thank You
  36. 36. Ivan Hernandez Digital Strategy and Development David Racchi Design Director