Imagine the year is 1990. You’re a successful professional and you want a car that says you value performance engineering, understated German design and a sporty drive. Chances are a BMW saloon would be pretty high on your wish list. It is true that up until relatively recently the most important pillars of the Bavarian brand were a set of product cues that many felt were incorruptible – if it wasn’t a rear wheel drive, straight six sedan or coupe identified by a 3, 5 or 7 then it couldn’t be a "real" BMW.
Engagement design. Experience design. Design Thinking. Focusing on experience IS the future of successful retail strategies, of brand building, of service and of product design. There are extraordinarily talented practitioners of experience design and some great examples happening right now, mapping everything from a diner’s eating experience to a kid’s Lego play.
As technology continues to drive innovation, we’re presented with the ultimate question for our future: “Where Are We Going?” Well, for starters, the WIRED RVIP is heading to Austin for SXSW, and in gearing up for this A/V smorgasbord, I had the unique opportunity to watch Lippincott do an “experience design takeover” of WIRED’s wheels. Their concept of “Where Are We Going?” serves as a great catalyst for a larger discussion we can all take part in, and the RVIP is a representation of that — both literally and figuratively.
Oakley, maker of sunglasses and sports gear, is throwing open the doors to the inner sanctum where its products have been mysteriously designed, in the hope of joining the ranks of high-flying sports performance brands like Red Bull and Nike. Owned by huge Italian eyewear company Luxottica, Oakley will launch its first global marketing initiative in early April. Unlike past product-focused ad campaigns, the upcoming effort, called "Disruptive by Design," seeks to tell the story of the brand’s culture.
Research shows that brands that take a human approach are better at connecting with consumers and gaining trust. Brands that behave like humans find more favour with consumers, according to research seen exclusively by Marketing Week. The study, by brand strategy and design firm Lippincott, looks at a societal shift in relationships that requires brands to behave like humans in order to connect with consumers and build trust, called ‘The Human Era’.
If you happened to pick up Print‘s latest Sex & Design issue, you’ve probably seen the article on women in design leadership. As the article indicates, women at the top of the creative management ladder are relatively few and far between. The article explores what women can do to break through the glass ceiling in design leadership. And we aren’t the only ones who are addressing this issue head on. Su Mathews Hale, senior partner at Lippincott and AIGA national board member, recently hosted a webinar for women designers. It focused on eight tips to get ahead, and Mathews Hale was kind enough to give HOW the inside scoop on three tidbits of advice she offered. See what she had to say about women and design leadership.
For decades, the most successful businesses thrived on product innovation as the natural strategy to increase revenues, market share, and loyalty. Fast forward to 2014: today’s product innovations, and the growth they create, are often incremental, narrow, and fleeting. Take TVs or PCs--every competitor quickly matches the latest features, speed, brightness. As a result, companies are finding that returns from product efforts are harder to rely on. Among the Global Innovation 1000, R&D spending rose 5.8 percent last year, yet revenue for those companies increased less than 1%. Global competition and technological diffusion mean that competitors quickly catch up with most improvements, while the transparency of digital and social media also prompts consumers to quickly switch allegiance with each new alluring offer.
Lippincott, a New York brand consultancy, said the best name changes speak to the future of the firm. “It needs to speak to ‘What we’re going to stand for that’s different?,” said Senior Partner Michael D’Esopo. “And ‘How we want employees to behave differently?’” Of course, a name is mostly critical for brand recognition and winning assets. As a so-called “family” shop, closed to outside investors, the new SAC won’t be doing any of that, which really opens up the realm of possibility.
The Pentagon’s “entertainment” detail handles requests from Hollywood producers, but lately corporate ad shops have been calling, too. And the appeal of the military for advertisers remains on the rise. John Marshall, senior partner at Lippincott, a New York-based brand-strategy and design agency, said in an e-mail that the military is one of the few U.S. institutions that has garnered an increase of trust over the past 40 years, vs. backsliding institutions such as Congress. “The fine line, of course, is whether or not the brand is an authentic partner or viewed as merely borrowing equity,” Marshall explained.
Everywhere you turn, there is negativity about the healthcare industry — the dysfunction of the overall system, the lack of real change and the disappointment of healthcare.gov. But a different story was told at the Oliver Wyman Health Innovation Summit held on October 22-23, 2013 in Chicago. The event brought together leaders in healthcare, retail, venture capital and consumer technology to discuss the healthcare marketplace of the future — “Health2.0.”