Meaning as a Basis for Design March 26, 2007

While "Innovation" has become the buzzword the media continues to promote, Design -- of products, packaging, communications, and even systems or organizations -- is truly effective only when it deeply resonates with customers or stakeholders. But how can we know what will resonate with them before we begin? At the NorCal BMA March Roundtable, Steve Diller, Partner at Cheskin, will share his view that it's really Meaning that makes the difference and will reveal the most effective, if underappreciated, approach to developing design strategies that work. This presentation, which will include ample time for Q&A, will provide thought-provoking and practical considerations for you as you begin your next project or campaign.

Speaker's Bio
Steve Diller, Partner, Cheskin
Co-author of the book "Making Meaning" published by Peachpit Press, Steve leads Cheskin's Experience Design Studio and drives the firm's innovation practice. As an "experience strategist," Steve believes the most effective way for companies to deepen relationships with customers involves the development of meaningful experiences, whether through branding or product usage. Steve's 20+ years of innovation and marketing consulting experience includes innovation and product design strategy work for clients such as Microsoft, Gannett, Mastercard, Lexmark, Del Monte, the Washington Post and Church & Dwight.

Free to BMA members, $15.00 for non members.

Official Website: http://norcalbma.org