COVERITLIVE.COM

11:27

I'm here at the Interbrand Design Forum aka Top Retail Brand Forum (followed by luncheon). IB prez/COO Bruce Dybvad and Group CEO Jez Frampton are about to begin speaking. Using my Asus Eee Netbook - wishing I'd upgraded to the 2g processor before coming out.

11:27

[Comment From Steve from TVNewser]
So how's Vegas so far??

11:29

Vegas is a blast - won $100 on the slots last night.

11:33

We're about to begin - afterward we'll be interviewing Jez, so if you have any questions let me know. Also, check the video we published this morning of Bruce explaining some things about the Interbrand Design Forum. This company does some interesting things in the branding space you may not realize is being done. Doesn't conflict with advertising agencies, but compliments it. Interesting stuff.

11:33

Name of forum - retail experience, who's getting it right any why

11:35

Who is Interbrand as a network? 36 global offices, 2500 people. Value brands in retail and PG realm.

11:44

What is a brand? identity, experience, outward perception, promise. Jez speaking now - brand has a wide range of meanings. It's important to understand

11:44

Brand is about something which is yours and is so important that you mark it as yours to make it stand out from others'

11:45

Brand is a combination of tangible and intangible attributes we associate with a manufacturer or retailer.

11:46

interesting note: interbranddesignforum looks at branding from a business perspective, not just creative

11:47

last time you bought a car, what was did you think about? how do you position yourself so your product drives demand and business success

11:47

when apple built 5th ave store, industry laughed - too much white space, too many staff etc. but added extra 0s to bottom line

11:50

Why is retail branding important? product placement, in store experience, packaging - all determine how touch points affect user experience - and whether another sale is made

11:51

where are those moments of truth that make a diff. in user experience to elevate the brand or fix ssomething that isnt right. notion of red thread. moves through every critical moment that the consumer experiences in the space. begins in parking lot.

11:52

COmmunication, way finding, assortment planning, amenities, create a total experience - tie it together all the way through checkout, internet - power of brand comes to life. only when we go thru all those elements do we have the opportunity to optimize the way our brand comes to life for shoppers

11:52

Best Retail BRands 2009 report analyzes all these factors and lists which brands are tops

11:53

role of brand and brand stregnth - role of brand - influences consumers choice - thats what reallly matters. 2nd point - brand strength - how far into future are you willing to be loyal to that brand. these factors = brand value

11:54

Evlove an iconic brand on a global scale, consistency. Also, build facilities to maximinze experiential/bottom line results

11:56

Diffferentiation is important too. Ex. Michaels - get people motivated to participate with brand. Another - Mini - bring passion to facility - extend it out to internet.

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