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Beyond the doom and gloom we've
all heard the more upbeat predictions that a recession can
be the best time to innovate and that design and design thinking
can really step-up to be the driver of such change.
But
what does that mean for the survival and improvement of the
Design Business itself?
In this practical
and provocative talk, Ralph Ardill will look at the survival
skills and instincts that all design businesses should be
bringing to bear in a recession and explore the implications
and opportunities these present for improving the total experience
of a design business in terms of its people, product, processes,
place and promotions.
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Ralph Ardill,
Founder and CEO of The Brand Experience Consultancy
Ralph
Ardill is Founder and CEO of The Brand Experience Consultancy and
recognised as one of the pioneers and leading authorities on Experiential
Branding, Design and Communication.
He
has consulted to some of the world's leading brands including Guinness
and CBR and these days particularly enjoys working on the brand-led
transformation of British businesses including J.W Lees, Global
Cool, Regatta and Sansaw Estates to help realise the full potential
of their brands both inside and outside their organisations.
Following
spells as a Business Analyst for Laura Ashley, a Brand Manager for
CBS Record and devising global Corporate Identity programmes for
Enterprise IG Ralph then spent a decade as Marketing and Strategic
Planning Director of Imagination - one of the world's most successful
and admired creative consultancies - where he was the inspiration
and driving force behind Imagination's Brand Experience offer.
In
June 2005 Ralph set-up The Brand Experience Consultancy - a new
business venture dedicated to helping brands explore and leverage
the commercial, creative and communication possibilities of the
emerging experiential economy.
In
doing so Ralph is pioneering a fresh approach centred on discovering
a core cultural truth within an organisation which can be crafted
into an Organising Thought to unify, orchestrate and inspire the
ongoing development of a business across the experiential cornerstones
of People, Product, Place and Promotion.
An
approach that goes far beyond marketing-by-numbers and brand sloganism
to put real people and human experience at the heart of modern branding.
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