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I will take at the event that is going on under the slogan: Think Thank&Design Master Classes. Get INVOLVED!, in Hamburg on June 14th, 2011.It is a gathering for brand managers, designers, and developers. There will be an exchange of strategies and technologies, joint by brand consistency in digital all around us. That's the promise. I'll report what actually happened. Twitter hash-tag is #brandperfect.The whole event will take place at Hotel East Hamburg at Simon-von-Utrecht Straße 3, 20359 Hamburg.Morning sessions for all include:Where the Brand Breaks (English) with Scott Ewings, Geschäftsführer, FjordSchrift & Benutzerfreundlichkeit in den Neuen Medien with Dan Reynolds, Schriftdesigner & typografischer Berater,LinotypeIhre Marke im digitalen Raum, discussion mit Alessio Leonardi (Moderator)One Web: Designing for Mobile and the Desktop (Englisch) with Phillip Clement, Marketingleiter, bemokoIn the afternoon, I applied for theUser Interface Design (English) with Ken Soohoo,...

Yes, I was participating in the World's Best Presentation Contest by Slide Share.I was going for a victory but that didn't happen. :) Not even a victory in the category where I was competing in - business. I'm still very proud of the presentation I made completely by myself. This presentation was actually a master's thesis presentation. See it for yourself:[slideshare id=5417630&doc=msavic-mba-thesis-v2-101011174452-phpapp01]Oh, and the winner is:[slideshare id=5602255&doc=smoke-theconvenienttruth-ep-101028211434-phpapp01]The winner for the category business, where I was competing is (really good one, I must say):[slideshare id=5759756&doc=tipsonpitching-101112162129-phpapp02]If you would like to know more about the contest follow the:http://www.slideshare.net/contest/worlds-best-presentation-contest-2010?cmp_src=homepage_anouncer ...

 We are able to support the thesis that there is clear connection between the corporate identity and brand architecture. In our opinion the brand architecture is a precondition for a process of the development of the corporate identity to start.  We are able to confirm that design management is not the only discipline that should be involved in corporate identity and branding. But we could say that in corporate identity and branding development design management should have a role, at least. There is a possibility or even a must that other disciplines are included. But design management is such a wide spectre discipline that it could be optimal if it has a leading role. Corporate identity definitely demands support from top management. Resources in corporate identity development are to be combined from inside of the corporations and...

There is a general opinion—not only in the design community—that non designers make design decisions every day. Designers do tend to see this as an attack to their profession. And while the mutual suspicions between managers and creative teams exists, there is a possibility to find a suitable management concept for every design concept....

The process of portfolio management has developed from Boston Consulting Group matrix of “Stars, Cows, Children and Dogs” and is a continuous activity (Davidson, 2002, p. 29). Branding authors have developed their own system of Strategic Brand, Linchpin brand, Silver Bullet, and Cash Cow Brands (Aaker and Joachimsthaler, 2000, p. 136).There is the possibility that a brand is simultaneously a linchpin and a silver-bullet brand, or it could evolve from a strategic brand into a cash cow brand. The strategic brand is supposed to be the one that represents a meaningful future level of sales and profits. Linchpin is supposed to be a leverage point of a major business area or of a future vision of the firm. A silver bullet is a brand or subbrand that positively influences the image of another brand (IBM...

In the process of designing the brand architecture sometimes only identifying the brands and subbrands could be a nontrivial task (Aaker and Joachimsthaler, 2000, p. 134).There is a famous picture that presents the brand architecture as a football team, presented in Figures 1 and 2. The football pitch is supposed to be the market map. There is a saying that if each football player represents brands, they are to cover the priority areas. Some players are the stars or super-brands others have minor roles and are support brands (Davidson, 2002, p. 28).Figure 1: The ideal portfolio /*! elementor - v3.5.5 - 03-02-2022 */ .elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=".svg"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block} Figure 2: The typical market/brand portfolio If we think of each individual player as a brand, then identity and communication programs are tools or exercises that make the individual player better...