Brand Identity in a Changing Retail World

Seth Godin

"The safest thing you can do is take risks. The riskiest thing you can do is play it safe."

ChangeAhead

is changing The world has changed

Change is imminent and essential to survival

Change is imminent and essential to survival

Incremental ideas

better! bigger! faster! smaller! thinner! ...

Owning products Accesing experiences

MP3

Disruptive Thinking

Changing the way you think about competition and the business you are in

What if?

Taking your product / service / business in a different direction

Winning not by doing it “better”, but winning by doing it differently

Design

Seth Godin

“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."

Retail

Product Design

The packaging should coexist in unison with the product.

It's all got to add up

Building on an existing idea and creating a new one

Be consistentwith the idea and follow through

Visual Design

Every interface between a product/brand and it’s public has got to look right, not dominate and contribute effortlessly to the experience.

Consider our emotional relationship with things and the value we give and get from them

Experience Design

Retail, websites, apps, packaging, events, etc

They are all spaces tobe designed in harmony to the products values

Retail, websites, apps, packaging, events, etc

They are all spaces tobe designed in harmony to the products values

Some of these spaces you can influence, and some may influence you

Create an added value to your product

Every project is an opportunity to create an experience, no matter how big or small

Convergence

DesignCreativityTechnology

What if?

2 final thoughts

Make Retail Design“experience design”

ChangeAhead

“If you don’t like change, you are going to like irrelevance even less.”General (Ret.) Eric Shinseki

Thank You

Ivan HernandezDigital Strategy and Development

David RacchiDesign Director