“Enriching Experience Through Strategic Design”, Kim Aalto, Mozo, Finland

“ENRICHING EXPERIENCE THROUGH STRATEGIC DESIGN”, OCT 23-24, LJUBLJANA
Kim Aalto, Mozo, Finland

Kim Aalto is director in charge of brand & marketing solutions for international clients and their brand development with design at Mozo Oy. Mozo is a creative marketing & design agency that innovates, designs and manufactures solutions that communicate and sell brands.
He has long strategic, conceptual and managerial experience in brand management, brand building & development (both domestic & international brands), sales & marketing, strategic planning, and digital marketing (internet & mobile), design. Previously he served as Planning Director at the McCann Helsinki advertising agency in charge of strategic brand and marketing planning; as well as Crossmedia Planner at TBWA/PHS, Helsinki.

Brand building is all about managing brand experiences and building positive brand images. Positive brand images encourage interaction and involvement with the brand. Each interaction becomes an experience. Positive experience leads to more interaction and involvement with the brand. Strong and trusted brands make people spend more, use more and do more with the brand. This way investments in brand building pay themselves back.
Everything the brand does communicates, and everywhere it’s present matters. Design plays an essential role in brand building: it can create positive impact for a brand, it can change how new consumers perceive the brand or change the perception of the brand on new markets; moreover it helps, indeed is key, to delivering the brand message and communicating the brand promise.
Design should always be based on the brand. Brand-centric design consists of Design Philosophy & Design Language. Where Design Philosophy focuses on the physical, rational and emotional properties of the brand, Design Language concentrates on shape & form, graphic style, materials & finishes, colour and illumination specifically suited to the brand. If sustainability or ecology are important, key values for the brand, they should be clearly communicated by the Design Language used.
Aalto points to a number of key components in the process of strategic design, which include looking further in the initial observation process, which must also include the both distribution and the actual end-consumer. In exploring possibilities, the approach should be disruptive and creative, the solution relevant and highly-specific to the brand.

more: http://mozo.fi/

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