Design Experts
I learned early on that making connections with others is one of the most important things you can do. I have always looked up to my dad for his intuitive ability to talk to a stranger like he has known them for years. He grew up in Europe, traveling frequently, as his dad was in the military. But, unlike my dad, I did not travel much during my childhood and I have lived in the same house, in the same small town for over 18 years. That being said, I truly value the art of conversation.
Pearlfisher
Global and Independent Brand Design Agency
Although this year the pandemic has made communication quite different from normal, it has opened a lot of opportunities to connect virtually. Through the Strategic Design Fellows (SDF) Program, I was able to hear from many guest speakers in the marketing and design field during the semester.
A presentation conducted by some members of Pearlfisher’s agency was one of the most memorable . I am inspired by their mission to be bold, lucid, and unexpected in the marketing field. Pearlfisher designs for life- not just for profit. They strive to understand individuals’ needs and desires as they are changing so that they can design for the lives all people want to live. From this presentation, I learned four essential steps to building a strong brand; brand foundation, creative essence and attributes, assets, and execution.
One of the first and most important aspects of building a brand is its foundation. This means defining who the company is, what they stand for and what makes them special. The brand architecture must also be established in this step, figuring out how the brand story is reflected in every aspect of the company’s product offering. Next is to create a creative expression of the foundation established. A big idea should be identified that helps fuel and unite the brand’s portfolio. This idea helps to connect with the target customer. Then creative assets must be reenergized. Using visual and verbal skills to create brand elements that are flexible for various products and are always recognizable. The last step is to bring packaging to the brand world. This is where all the previous elements come together to tell the brand story and engage the customers.
Alan Gregerman
Founder and President of Ventureworks Inc., Award- Winning and Best-Selling Author
I remember reading the book The Necessity of Strangers , by Alan Gregerman, last semester in a class called “How Do Innovator’s Think?”. I was left fascinated and inspired by the book’s mere title. I even had the opportunity to hear him speak on campus.
Most people get confused about the idea of innovation, thinking that it involves just a bunch of incredibly smart, creative people in a think tank coming up with amazing solutions all on their own. On the contrary, Alan Gregerman writes “Ninety-nine percent of all new ideas are based on an idea or practice that someone or something else has already had”. The majority of our ideas come from other places. Anyone and everyone can provide a piece to solving the continuous puzzle of innovation. Strangers play a large role in the necessity to achieve success. In fact, if you think about it, everyone can thank their greatest success to strangers as outlined through Gregerman’s paradigm:
Business and Personal Success = What I Already Know + My Knowledge and Understanding Gap + A Stranger (or Strangers) Who Know How to Fill It
Innovation is about getting distracted from the way we normally think. To innovate we must consult strangers to reinvent style, allow us to build upon several inspirations, make room for serendipity and bring old and new technology together. Too often we surround ourselves with our friends, who usually share many of our same ideals. In order to harvest brilliance in our mindset, we must start by recognizing the genius in everyone- even strangers. Strangers fill gaps in our knowledge and experiences. It is normal to want to be around the people you are comfortable with, but it can be far more beneficial to get beyond “business as usual” and to say no to stereotyping, prejudice, conformity and group thinking. Once we venture beyond believing we know best, a whole new world of opportunities presents itself, opening a plethora of information we can use to innovate.
I strive to have a growth mindset and am committed to lifelong learning. Feel free to introduce yourself, I would love to connect!