10:15-10:55

birth of new brands through design

EDUARDO SALIERNO
Senior Engagement Manager, DOING

The role and importance of brand value in companies and institutions strategies are nowadays consolidated but as it unfolds, is has to face new challenges that these changes taking place in society, economics and communication take with them.

The strategic nature of the brand, in fact, is in its application as a synthesis tool, able to translate a general, wide and deep view into concepts, narrative and actions. These have to effectively transfer, through the experience that is generated, the aspirational sense of the vision and the significance of undertaking timely action.

The process to follow must allow the imagination and accomplishment of these, naturally while placing in the center the relational elements and dialogue between enterprise and their public/ actors.

However, has the concept of 'Brand' changed in recent years? What are the new challenges to be faced in Brand Management? What prospects are made available?

10:55-11:10

Break

11:10-11:50

Design in An Age Of Civilizational Change

SAMUEL CHUA
Founder, Metacata

Design, as a practice, has its roots in the mass production economics of the Industrial Age. This has shaped, and continues to shape, the discipline’s perspectives, approaches, and domains. Today, however, we live in an age of civilizational change. Many of our fundamental assumptions around society, economics, politics, and culture are in a state of flux, straddling the spectrum between resilience and reinvention.

What is the value of design in this context? What opportunities and challenges does this stand to pose for the practice? How might it evolve, and what might we — as practitioners — want to be mindful of?

11:55-12-35

Designing for Public Service

ALESSANDRO CONFALONIERI
Head of Service Design, DOING
Adjunct Professor, MSc Product Service System Design, Politecnico di Milano University

Design thinking does not only apply in the private sector, but also the public sector. Design thinking is able to change not only a public company's brand perception, but also the internal culture, as well as communicating better with the citizens and redefining the existing services and creation of new ones more adherent to their customers needs.

For the first time in Italy, a public service company used a thorough in field research, in parallel to a deep work with all the company stakeholders to identify all the external and internal sensitive insights in order to create the project guidelines and the roadmap that in the following five years transformed the company.

12:35-13:35

Lunch

13:35-14:15

WINNING BUSINESS THROUGH EMOTIONAL STORYTELLING

PARADA JAYE RUNGREUNGTHANJA
Senior Associate - Strategy & Business Development, Y&R

In the past, the product was a hero where everything was surrounded by the product feature. Then, there was an idea era where single idea can change the perception of the brand. Fast forward today consumers are ever more demanding. The question is, how do we deeply connect with them?

With influence from the digital platform – brands can now connect to the consumers at the level we never could in the past. – It has become more personal, more engaging and connect to the consumers the way they way that inspire them the way of life. Advertising concept that speaks to the consumers by capitalizing on emotions they likely to be feeling at that moment of time.

14:20-15:00

Disruptive Marketing Innovation through a Successful Car Sharing Service

MATTEO SICILIANI
Head of Clients Director, DOING

Marketing in the past is different from marketing today. With the merging of ecosystems, the highest potential of marketing an idea is through innovation and venture building. In this talk, Matteo is sharing a new experimental marketing approaches by leveraging on service innovation, business modeling and impeccable experience design.

15:00-15:15

Break

16:00-16:40

Designing Successful Digital Transformation

SO YOUNG KANG
CEO & Founder, Gnowbe
Catalyst, Awaken Group

Digital transformation is the new 'buzz word.' Everyone is talking about it. Many want to do it. But how does it actually work? How can you actually design it to increase probability of success when >70% of transformations fail?

16:40-17:00

CLOSING & NETWORKING

Closing remarks. Mingle with the rest of the people towards end of the day.