Meet strategic Design in collaboration with Polidesign Milano: Strategic Design as trend research. Elena Ghiretti and Giulio Ceppi as discussant @Design Library. A way of interpreting " design thinking".

2. MDS2
ELENA GHIRETTI

3. THERE’S NO BETTER
STRATEGIC ASSET
THAN TIME

4. THERE’S NO BETTER
STRATEGIC ASSET
THAN TIME
MY JOURNEY INTO
TREND FORECAST

5. AIR DU TEMPS: AIR OF TIME
STRATEGY: A PLAN OF ACTION DESIGNED TO
ACHIEVE A VISION

6. # 1. VENICE + PARIS : ARCHITECTURE
what’s new?
LABO
BEAUX ARTS
CONTEMPORARY BEAUTY
what’s new?
PAST LAYERING
SEMIOTICS
HISTORICAL BEAUTY

7. # 2. MILANO : STRATEGIC DESIGN
what’s new?
- TEAMWORK
- ‘PRODUCT SYSTEMS’
--> SYSTEMIC APPROACH
- NETWORK
- LIFETIME FRIENDS

8. 10ys
time to market
# 3. EINDHOVEN : BLUE SKY RESEARCH
what’s new?
- LONG TERM INNOVATION PLATFORMS
- MULTI-DISCIPLINARY

9. 4ys
time to market
# 4. EU: PROSPECTIVE MARKETING MANAGER
what’s new?
- GLOBAL, CORPORATE
- CLIENT-FOCUSED

10. 3-0ys
time to market
# 5. BRUSSELS: GLOBAL MARKETING MANAGER
what’s new?
- NPD
- DIRECT SALES
- EMERGING COUNTRIES
- BUDGET & PEOPLE MANAGEMENT

11. 2-0ys
time to market
# 6. BOLOGNA : GLOBAL MARKETING MANAGER
what’s new?
- ITALIAN + INTERNATIONAL
- 360° RESPONSABILITY

12. 2-0ys
time to market
# 6. BOLOGNA : GLOBAL MARKETING MANAGER
CASE STUDY:
MEMENTO ITALIAN OLFACTIVE LANDSCAPES
2006-2008

13. MEMENTO niche perfumery brand / 5 stories product line
captures the olfactive impression
of a specific time and place.
an olfactory snapshot.
MAIN TRENDS:
NEW PAGE / WHITE
HERITAGE / PERSONAL MEMORIES
SCENARIO:
NU LUXURY
UNDERSTATED
FEMININE
MINIMAL + EMOTIONAL
INNOVATION DRIVER:
TIME + INTIMATE MEDIA
IDEA: 2006
DEVELOPMENT: 2006-2007
LAUNCH: 2007-2008
INTERNATIONAL ROLL OUT: 2009 ONWARDS

16. NEW ADV CAMPAIGN 2010 -
2011
Idea: 2006
Launch: 2007-2008
MEMENTO
22 Settembre 2007, ore 8
Vaporetto per il Lido
Venezia
NEW ADV CAMPAIGN 2010 -
2011 TOD’S
- An Italian Moment
Bar della Pace, Roma, 10 Giugno / Palazzo Rispoli, Roma, 10 Giugno / Villa
Cassia, Roma, 11 Giugno!.
NEW SUB-BRAND 2009
LOUIS VUITTON
Alcuni viaggi possono diventare leggenda. Bahamas.
10:07

17. 4-2ys
time to market
# 7. BRAND STRATEGY + TREND FORECAST
what’s new?
- ENTREPRENEURIAL
- MY OWN TOOLS

18. 4-2ys
time to market
# 7. BRAND STRATEGY + TREND FORECAST

19. 12 GLOBAL CITIES, ‘KITCHEN OF INNOVATION’

20. 4-2ys
time to market
# 7. BRAND STRATEGY + TREND FORECAST
CASE STUDY:
BREIL POSITIONING & COMMUNICATION STRATEGY
(BINDA GROUP)
2010--> 2012

23. 4-2ys
time to market
# 7. BRAND STRATEGY + TREND FORECAST
CASE STUDY:
ARTEFICE GROUP BRAND POSITIONING
2010--> 2012

26. 2-1ys
time to market
# 8. BRAND + TREND = STRATEGIC PLANNING
what’s new?
- FROM BRAND STRATEGY TO BRAND DESIGN
- TEAMWORK WITH CREATIVE DIRECTION
- MAIEUTIC APPROACH

27. 2-1ys
time to market
# 8. BRAND STRATEGY + TREND FORECAST
CASE STUDY:
CHIANTI MELINI - IL NEO CHIANTI
(GIV)
2011 -2012

33. STRATEGIC MARKETING
COMMUNICATION
STRATEGY
NEW PRODUCT
DEVELOPMENT STRATEGIC DESIGN
BRAND STRATEGY
BRAND DESIGN
TREND FORECAST

34. STRATEGIC MARKETING
COMMUNICATION
STRATEGY
NEW PRODUCT
DEVELOPMENT STRATEGIC DESIGN
BRAND STRATEGY
BRAND DESIGN
TREND FORECAST
WHAT >< HOW
CONTENT >< EYE

35. an attitude, STRATEGIC DESIGN
a way to look at things,
connecting
brands, products, people
form, substance, process

36. +SOCIAL
an attitude STRATEGIC DESIGN
a way to look at things, tomorrow
+BRANDING connecting
brands, products, people
form, substance, process
+SUSTAINABLE

37. BOOK:
PERSON:
BRAND:
PLACE:
OBJECT:

38. BOOK:
PERSON:
BRAND:
PLACE:
OBJECT:

39. MDS2
ELENA GHIRETTI
TKS!