approaching, we were fortunate to sit down with Tyler Thoreson, VP of Editorial
and Creative of Gilt, Men's and Home to hear about what's happening in the
design & brand strategy space lately, from an editorial perspective.
brand strategists, designers, trend hunters and culture curators. With one
collective voice, the 18th annual FUSE conference celebrates a
collaborative approach to building more meaningful brands ' becoming a forum
for all to share stories, inspiration and best practices.
for FUSE this year is inspiration. So, we want to know what is your 'muse' or
what inspires you in your work?
inspired by people who exude'whatever you call the opposite of FOMO. The ones
who are so thoroughly in possession of themselves that they draw the rest of us
into their orbit. Also, people who can get by on only four hours of sleep a
best website you've seen this year? Why?
called Gilt.com, and you should definitely check it out. It's shopping as
entertainment, a window into the exceptional, and a new store every day. Check
it out. Buy something. Repeat.
important for brand strategists and designers to work collectively?
needs to fuel and inspire the other, in equal and alternating doses.
biggest design and brand strategy trend of 2014?
heard a lot lately about simplicity and authenticity, and I expect we'll hear a
lot more about both of those things in the year ahead. They're buzz words that
are going to be with us for a while. And, frankly, I'm not complaining.
still trying to figure out what industry I belong to, but one person I have a
ton of respect for is Andy Spade. His creativity is both strategic and
savant-like. And he dresses well, too.
ways a design can emotionally connect with its audience?
anticipating and addressing a need the audience didn't even know needed
design or brand strategy changed in the last 5 years?
both have become more aware of their own importance and their shortcomings.
consumers will react can be an art and sometimes involves clairvoyance. How
have you developed this skill?
in a nutshell, is what an editor does. It's part highly analytical navel
gazing, and part trial and error.
is shaping our interactions with everyday experiences, from education to
retail. How has gamification affected you?
has virtually pioneered the concept of shopping as a competitive sport. What I
love about our version of gamification is that it's not a 'technique' we're
trying to goose sales. It's core to what we do.
their products or services to be special ' to mean something important ' to
their customers. How do you make your product special?
inspire our customers to live a more rewarding and stylish life, from fashion
to experiences to home d??cor, but we never forget that the luxuries that we
provide access to are meant to enhance a life, not define it.
an always-on 'now,' where the priorities of this moment seem to be everything.
What does this emphasis on immediacy mean to marketing and design?
makes the creation of products and ideas that endure that much more important.
used Design Thinking to solve a problem?
Thinking starts with empathy, and as I mentioned earlier, empathizing with the
reader/ user/customer is what an editor does. That's true whether you're
editing a magazine or working in ecommerce.
is a story and must be approached as a narrative. What makes a successful brand
true usually helps!
our most Iconic and Inclusive experience ever and welcome all to discover the
magic of FUSE.
our blog, you get an exclusive 15% off discount when you use the code FUSE14BL. So register today to meet Thoreson
in person at FUSE! http://bit.ly/1q0Hgxm
the Author: Amanda Ciccatelli, Social Media Strategist of the Marketing Division at IIR USA, has a background in digital and
print journalism, covering a variety of topics in business strategy, marketing,
and technology. Amanda is the Editor at Large for several of IIR's blogs
including Next Big Design, Customers 1st, and ProjectWorld and World Congress for Business
Analysts, and a regular contributor to Front End of Innovation and The Market Research Event,.
She previously worked at Technology Marketing Corporation as a Web Editor where
she covered breaking news and feature stories in the technology industry. She
can be reached at firstname.lastname@example.org. Follow her at @AmandaCicc