Design Currency – Day One Afternoon Speakers
Here are some of my notes and my thinking in italics…
Ashwini Deshpande – Elephant Strategy + Design
- Started with the story of the blind men and the elephant.
- Saw not just ‘graphic design’, but the whole picture; hence named firm after the fable.
- India has 1B people with 16 official languages and scripts.
- Growing young middle class (earn $4K to $20K; 50 million people).
- Future rise of middle class (583M by 2025; more than 40% of population).
- Their consumption will double in the next decade, then quadruple.
- Discretionary spending is rising 70%.
- Family structure is changing as is spending patterns (increased dependence on loans) (future credit crisis of sorts here?).
- What hasn’t changed? Recycling (story of Buddha and disciple – robe -> bed sheet -> pillow case -> food mat -> mop -> wick to light lamp) (similar to this story).
- Tata Nano ($2,500 car).
- Nokia; 70% of market in India – many homes don’t have landlines.
- Mobile ATM with biometric authentication; video conference to connect with remote bank officer.
- Cell phone chargers that roll instead of crank.
- Newspaper project; from news focus to audience focus (didn’t write about terrorists, wrote about unguarded beaches); no water, polluted water; doesn’t show what happened, shows what to do in the future; more educational impact and powerful medium for social change. (I wonder how many communications from and within organizations take this approach – so much opportunity.)
Martin Miruka – Atom.tdf – Passion for the Brand
- Africa (45 different countries with complex cultures); brand currently determined by the outsiders as a ‘charity case brand’.
- A new brand lies in economics and self-image.
- First must change how we feel about the branch as Africans (important for any brand/experience project – first the change must be felt on the ‘inside’).
- Steve Jobs on design: fundamental soul of a man made creation (not veneer).
- Africa can offer the world more than minerals.
- Cheetah generation; clawing its way back – won’t see this on CNN (would have loved to heard more on how they are engaging this ‘cheetah generation’ from the inside to change how they feel about the African brand).
- Wave 1 of branding: guarantee of consistency.
- Wave 2: guarantors of quality.
- Wave 3: brands as expressive statements.
- Wave 4: brands as experience.
- Wave 5: brands help us connect.
- (loved that Debbie shared some neuroscience in her presentation; limbic brain etc.)
- We have power to further humanity or to destroy it with what we mark and make, brand and sell.
- That choice is entirely up to us / hope we choose wisely.
Brian Collins – Changing Design (Chief Creative Officer at COLLINS)
- Design has been turned into an algorithm; find ourselves in the design democracy.
- We’ve argued away all creative forces from ourselves.
- Design driven innovation = don’t get close to your users; better way to creativity (Verganti’s book).
- Archetypes (design mythinking).
- And a new algorithm: collect, perceive, learn, narrate, build, align.