WHY BRANDING IS DEAD.
AND WHY THAT’S GOOD.
The AIGA and Institute of Contemporary Art in Boston have invited me to speak about our work at COLLINS and how we see the future of design.
Regardless of their questionable taste or the fuzzy sobriety around which they made such an offer, I will still show up next Thursday evening.
In my talk I will face, head on, the decline (if not the death) of “branding.”
Although it is the only public talk I will give in the United States this year, it is the talk that I am most excited about. And I am grateful to present it in my hometown, at the Institute’s spectacular setting on Boston Harbor.
The branding game, the way it has unfolded as a discipline and a profession, has run out of road. And the future we see – a much bigger, more compelling future for design that we want to fight for – is both very different from the way creative people work today and, yet, very similar to how creative people worked long, long, ago.
We suggest, if you’re game, a brand new game. It is not THE answer to the problem. But it is the one we are most excited in pursuing.
I will build my talk on the work and experience we have gained at COLLINS in San Francisco and New York City over the last 16 years, as well as what I have learned at Ogilvy Worldwide, Foote Cone & Belding / San Francisco, The Duffy Design Group in Minneapolis and in my first studio I started in a tiny apartment on Park Drive in Boston when I was a student at MassArt.
I will also share how one trip to Ireland changed everything.
So, I hope you can join us – if not just to visit this spectacular building.
The ICA, by architects Diller Scofidio + Renfro, was the first museum to be built in Boston in over 100 years. It includes temporary and permanent galleries, and a fab restaurant. It straddles competing objectives of a dynamic civic building for public programs and an intimate, contemplative environment for viewing art.
And, for next Thursday, it has a beautiful, intimate hall for us to have a good conversation.
Happily, as of this afternoon, a few seats are still available.
Thursday, June 6
6:30 PM
$15 for ICA members and AIGA members
$20 for general admission
You can reserve tickets here:https://lnkd.in/ev-BkRjw
And see you on Boston Hah-bah.
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I'm a business consultant for designers & a design educator.
4moLooking forward to it!