Ahold USA
Brand Differentiation Through Design : 4.17 at 1:45 : Stream B
We have a small tangent to take for the sake of
storytelling and curiosity.
storytelling and curiosity.
If you will allow us, we'd like to take a few
tangents in order to interview some of the speakers so you can get to know them
before their participation in FUSE. Perhaps it will entice you to sign up if
you haven't. And if you have, maybe it will push you to favor one track over
another.
tangents in order to interview some of the speakers so you can get to know them
before their participation in FUSE. Perhaps it will entice you to sign up if
you haven't. And if you have, maybe it will push you to favor one track over
another.
Here are some notes from an interview with Melissa Smith Hazen from Ahold USA. She'll be on a panel with
Suzanne El-Moursi (Power2Switch) and Josh Handy (Method) to discuss Brand
Differentiation Through Design with the ever-clever moderator, John Silva from
Dupuis.
Suzanne El-Moursi (Power2Switch) and Josh Handy (Method) to discuss Brand
Differentiation Through Design with the ever-clever moderator, John Silva from
Dupuis.
Here are some of the subject areas Melissa will
be covering:
be covering:
Getting design through an organization: Looking
at it from the inside out, the panel will discuss how achieving design
"buy-in' begins by first knowing the internal audience. Sometimes it can
be a struggle, but if leadership understands the power of design
the process is much easier. Melissa commented specifically about
Ahold USA's adoption of design and how Ahold USA leadership is very
supportive of design efforts:
at it from the inside out, the panel will discuss how achieving design
"buy-in' begins by first knowing the internal audience. Sometimes it can
be a struggle, but if leadership understands the power of design
the process is much easier. Melissa commented specifically about
Ahold USA's adoption of design and how Ahold USA leadership is very
supportive of design efforts:
Melissa: "I've
always tried very hard to create industry leading design for our
Brands. Distinctive package design becomes an integral part of the
consumers purchasing process along with quality and price. I have been
fortunate to have supportive leadership during my tenure
at Ahold USA who understand and support top
quality design.
always tried very hard to create industry leading design for our
Brands. Distinctive package design becomes an integral part of the
consumers purchasing process along with quality and price. I have been
fortunate to have supportive leadership during my tenure
at Ahold USA who understand and support top
quality design.
Finding the right balance: Speed
to market is essential in our industry. This means
we have to find a balance between speed and quality when we're being pushed to
the limits of capacity and time to deliver on thoughtful design. The phrase you
likely never want to hear inside a design conversation is, "its good
enough, let's go with it."
to market is essential in our industry. This means
we have to find a balance between speed and quality when we're being pushed to
the limits of capacity and time to deliver on thoughtful design. The phrase you
likely never want to hear inside a design conversation is, "its good
enough, let's go with it."
Melissa: "There's
a real balance in how you stay true to the brand, but at the
same time you can not sacrifice design quality. It is important to make
sure that speed doesn't become the only factor."
a real balance in how you stay true to the brand, but at the
same time you can not sacrifice design quality. It is important to make
sure that speed doesn't become the only factor."
Essential factors to success: The
first item of business is the design brief, which includes being clear about
objectives and making sure the design team has enough direction and inspiration
to do good work quickly. A higher level of inspiration results in higher
quality design and more efficient use of time. The more clarity on direction
means the work will be on target and meet objectives. It means clearly thinking
through how the design brief will direct the design. Does it have the right
information?
first item of business is the design brief, which includes being clear about
objectives and making sure the design team has enough direction and inspiration
to do good work quickly. A higher level of inspiration results in higher
quality design and more efficient use of time. The more clarity on direction
means the work will be on target and meet objectives. It means clearly thinking
through how the design brief will direct the design. Does it have the right
information?
Melissa: "How
thorough is the design brief? Is it well thought out? If a
design brief is inspiring and gives clear direction, the result is work
that will be more focused and will be on strategy.'
thorough is the design brief? Is it well thought out? If a
design brief is inspiring and gives clear direction, the result is work
that will be more focused and will be on strategy.'
Well, there are three good ones for you, and it's
likely that Melissa will support her stories with examples of work for Simply
Enjoy and other Ahold USA Brands, giving you'the audience'some good content to chew
on for the afternoon panel.
likely that Melissa will support her stories with examples of work for Simply
Enjoy and other Ahold USA Brands, giving you'the audience'some good content to chew
on for the afternoon panel.
I look forward to seeing you in the room for this
triad of speakers.
triad of speakers.
Aaron Keller
Managing Principal
Capsule