World Future Trends Summit
Event Date: October, 2012
Location: Miami, FL


The Institute for International Research (IIR) presents:
World Future Trends Summit
A meeting of Styles: Where West Influences East, & East Influences West
October, 2012

Due to the high volume of submissions, we suggest you submit your proposal early and no later than Friday, May 4, 2012 to Stacy Levyn, Conference Producer at or 646.895.7335.

It's time to create a place where thought leaders and influencers come together and share insights from around the world. It's time we break silos. It is time we take full advantage of the interconnectedness that is our world.

Welcome to the REVIVAL of Future Trends. Welcome to the World Future Trends Summit. Focusing on a meeting of styles: where west influences east & east influences west. The summit will consist of US and International content, recruiting speakers from the US, Brazil, Holland, China, Seoul Korea, Amsterdam, Australia, and other emerging countries.

A whole new format for a whole new event.

Day 1 - Business Cases
Day 1 of the World Future Trend Summit focuses on short 25-minute business case presentations from market research, insights, innovation, trends, design, marketing and product development executives. These cases present a realistic view of trends in action and reveal projects that worked, ones that didn’t, and what was learned along the way.

Day 2&3 - Global Keynotes
High-level Keynotes hit the stage to talk about the newest worldwide trends, insights and innovations.

Day 2&3 - Workshops
We have structured unique workshops with key advisors who are prepared to teach you the fundamental elements behind trend implementation and application. From rapid prototyping, to scenario testing and trend trekking we bring you the best in trend analysis and exploration.

The Audience
Attendees are passionate and ready to embrace opportunities. Join together with a community of trend spotters, corporate thinkers, marketers and news makers ready to embrace their future. So who will you meet? Executives responsible for:
• Marketing
• Brand/Product Management
• Market Research
• Consumer Insights
• Strategic Planning
• Business Development
• Product Development
• Innovation
• Design/Creativity
• Forecasting
• Future Strategy
• Trend Tracking

Speakers receive FREE admission to the conference.

Sponsorship & Exhibition Opportunities
If you are interested in sponsorship or exhibit opportunities please contact Jon Saxe, Business Development Manager at or 646.895.7467.

Interested in Becoming a Media Partner?
Contact Sharon Tzuang, Marketing Manager, at

Call for Presenters:
For consideration, please email with the following information by Friday, May 4, 2012.
• Proposed speaker name(s), job title(s), and company name(s)
• Contact information including address, telephone and fax numbers and e-mail
• Talk title
• The main theme you plan to address (Business Case, Workshop or Keynote)
• Summary of the presentation (3-5 sentences)
• Please indicate what is NEW about the presentation
• Previous conference experience

Due to the high volume of responses, we are unable to respond to each submission. All those selected to participate as speakers will be notified shortly after the deadline.

Thank you for your interest in the World Future Trends Summit. We look forward to receiving your proposal!

Join the Future Trends community!
Find us on Facebook, Twitter, & LinkedIn.
Wow, we're still catching our breath from Fuse 2012, but it was once again an inspiring time in the beautiful (if a bit chilly!) city of Chicago. If you haven't yet, be sure to check out the photos from the 2012 CIULLA ASSOC welcome reception, which are also now up on Facebook.

We grabbed some shots of our own throughout the event, watch the slideshow here:
Did you take any pictures at Fuse? Tag us on Facebook to share.

We've got a lot of material to sort through from the event, so be sure to stay tuned here for updates on sessions you may have missed, video interviews and more. In the meantime, catch up on live event posts from:

Fuse University

Pre-Conference Day

Day One

Final Day

Plus, make sure to join our LinkedIn community for the best way to connect with fellow Fuse attendees throughout the year.

What were your thoughts on Fuse 2012? Any key takeaways to share?

Michelle LeBlanc is a Social Media Strategist at IIR USA with a specialization in marketing. She may be reached at

Today’s branding community is "saturated" with innovative thinkers, designers and strategists who brilliantly lend a hand in shaping and defining our culture. FUSE has welcomed and shared these gifted minds with us for over 15 years. We’ve all listened. We’ve all learned. And we’ve all left inspired and re-energized.

But perhaps the word “saturated” is not necessarily the right term, as there can never really be enough talent in our midst.

Beyond FUSE, the massive conference rooms and hotel lobbies, there lies an emerging community of passionate and eager youth who have begun to find their way into our branding family. Through Debbie Millman’s vision and passion, the School of Visual Arts in New York City introduced the Masters in Branding program in 2010, the first-ever masters degree program in the USA to offer students a unique opportunity to study with some of the most accomplished branding experts working today. 

Last year, FUSE saw an opportunity to add on to this experience by inviting the students to form the inaugural class of FUSE University, an initiative put forth to offer them real world case studies from brand and design executives. But what this really did was bring in a fresh perspective; a perspective that FUSE attendees welcomed, admired and encouraged.

This year, the success of FUSE University was translated into its own track, open to any and all students. An intimate group of registrants had the opportunity to listen to varying points of view, question, debate and lend their own thoughts on branding and design.

The day kicked-off by introducing the “3Ps”: PASSION, PERSONALITY and POINT OF VIEW; three dimensions that when brought together can create “Magic”. Catherine Courage (Citrix Systems) shared why “Design Matters” and how important it is to educate on design within a corporation. Kevin Gilboe (3M) reiterated these thoughts adding on the importance of finding inspiration. Cheryl Swanson (Toniq) introduced the semiotics of branding, pointing out how brands often blend universal and cultural meanings in new contexts to create new symbolic meanings.

A panel discussion with Camille Kubie (GE), Ronald deVlam (Webb deVlam), and Eric Zeitoun (Dragon Rouge) revealed that no matter what side you choose to join, be it client side or agency side, it is through creating relationships and collaborating on both ends that yields successful results.

As I said in my introduction at FUSE University last week, “there is nothing sexier than a man or a woman hungry for an education.” By opening the doors to the next generation of branding experts and designers, we are enabling a new generation of creators and leaders. But most important of all, we are opening the doors for fresh perspectives and new outlooks that we must embrace if we wish to move forward and continue innovating. In the end, we are all students. We are all educators. And we are all sexy!

As a design professional, you can fall off your Setu [or Aeron, if you're a Boomer] chair and land at a conference on design, in almost every city.

Few of those conferences balance the three legs of form, function and purpose in a way that FUSE does. The stories at FUSE are often beautiful, intellectual and evidentiary. As business professionals, this gets us excited about where design, (with a big D) is headed.

There are plenty of places to see beautiful, elegant, sexy design solutions which have never made it on the shelf or only survived long enough to end up on discount. Design is only relevant when it fulfills on a purpose. If the purpose is to fill a gap in a designer's portfolio, then the chance of it connecting with real people at the shelf is slim.

There are a great number of places where you can find, read and listen to business case studies on new product development, innovation, growth strategies and consumer behavior research. The number of suits and ties in those situations is exponentially greater, and in many cases the content is a solid story around the organizational success story. 

Luckily, FUSE is both. FUSE is a place where many of the stories are a fascinating blend of the business and design strategy. And, you can see it in the fashion. Perhaps you noticed when you walked around, what people wore, the hair styles, the accessories, and of course, the shoes.

If you're a student of business looking to hear what the word "design" means, this is the place for you. If you're a student of the design world and you're looking for a definition of the word "strategy," this is the place for you. 

This is what makes FUSE an essential part of any organization's future. Each time, the blend of disciplines gets better at FUSE. Each year, more people with vastly different backgrounds show up, making for a more interesting conference.

It is a wonderful thing when a brand lives up to its promise.

The FUSE brand promises to blend disciplines, stories, conversations and ideas into one very engaging set of three days. Promise achieved.

Thank you for inviting us and our shoes.

Director, Client Experience

Capsule, An Experience Design Firm

Managing Principal
Capsule, An Experience Design Firm
The final afternoon here at Fuse was filled with user stories for me. I jumped between tracks from 3D: Translating Brand Connection Through Form with Justin Coble, Industrial Design Manager, MARS CHOCHOLATE NORTH AMERICA to Brand strategy: Marketing Unlearned with Anthony R. Albanese and Sam Swartz of DUKE CANNON SUPPLY CO. to 4D: The Reset: Reinventing Windows Phone with Chris Acker, Design Program Manager, WINDOWS PHONE.

The one similar vein between all tracks was tales of knowing your user, and building a strong brand identity to speak to them.

Justin Coble from Mars Chocolate spoke of Mar's goal of "building memories" through their products. The user experience of a candy container would likely be simply to buy it and throw it away, but novelty seasonal items with an ornament top for example, kept the M & M brand in users home year on year as an object connected with a holiday memory.

The team from Duke Cannon supply co left us with some key (un)learnings such as:
Unlearn "Let's be everything to everyone!" When you extend your brand you lead to confusion, cannibalism in brand equity and marginal-ism

Or "It's too capital intensive to launch new items" Reality: there is a co-packer for everything now, and new distribution channels deliver unprecedented access to consumers, and when it comes to marketing with good ideas it's possible to do more with less. Another unlearning is that robust research is critical to success. Despite strong research, most ideas fail anyway and in the meantime competitors may succeed in the space. Learn to fail quickly and inexpensively.

Chris Acker spoke of both the research behind relaunching the Windows Phone, focusing on a specific real family as users to connect with their consumers, as well as the reality of designing the user interface. Microsoft developed a "design language" called Metro for the phone, using certain principals to guide every aspect of the design. This included such elements as "Fierce reduction of unnecessary elements" - by simplifying they bring delight to the user.

Michelle LeBlanc is a Social Media Strategist at IIR USA with a specialization in marketing. She may be reached at

The third day of the Fuse conference started off on a truly inspirational note. We took a journey from Steve Frykholm's stories of the world of Herman Miller to Sheena Iyengar making an argument for the benefits of fewer choices to Jason Foster making an argument for a billion less plastic bottles in landfills. It was a morning for minimalism: the chair that is designed "down to the molecule," a grocery store shelf that presents 6 jams, not 24, a chance to ship just what is needed.
Too many jams via Sheena Iyengar

Is this a trend at this year's Fuse? Yesterday we heard from Steve Jones, CEO, FAIR OAKS FARMS BRANDS and Gary Chiappetta, President & Managing Partner, KALEIDOSCOPE in "An Innovator, A Collaborator, and A Cow: Branding A Better Future." Gery Chiapetta joked that Kaleidoscope had been paid to come up with a name that already existed. After research and lots of other ideas, the best choice was the authentic one. The name of the actual farm that was home to the actual cows.

In another example we heard twice in our pre-conference day of the clutter of the supermarket aisles. I have to wonder if we will all walk away from Fuse this year with a new desire to narrow down, simplify and create less clutter, both personally and professionally. How many out there will be acting on Sheena Iyengar's instructions for narrowing the choices in your life within the next 48 hours?

Michelle LeBlanc is a Social Media Strategist at IIR USA with a specialization in marketing. She may be reached at

John Wayne taught us about grit. Dirty, dusty, pistol-waving grit. So when was the last time you thought about your own grit-quotient? Well, Jonah Lehrer, author of “How We Decide” and “Imagine” (and John Wayne would agree) says you must have grit to survive and thrive.

Every brand we heard from today exhibited grit.

It’s easy to acknowledge, Apple has grit. We hear their stories frequently and Vince Voron confirmed it again today (Apple didn’t shed the jewels, love it). Coca-Cola has shown their grit as well. Major kudos go to Vince for leading a shift from the protocol of putting design onto what they manufacture to now manufacturing what their designers dream.

I’ve never been concerned that Coca-Cola is going to go out of business, of course. But this rejuvenated design focus shows us even the biggest brands can’t stop innovating.

Being a Minneapolis-based firm, we are proud of many big brands right in our own backyard. So we sat up and noticed when our quiet Valspar, a private label coatings company, decided to finally recognize their brand potential. This heritage brand made a big change. New logo, new package design and a new market, means Valspar is no longer a commodity. Now they have brands with personality and an extra billion in the bank. Grit paid off, with a big B.

Mrs. Meyer's is in the business of washing away grit. While the Mrs. Meyer's experience is pleasant and the consumers are passionately loyal, the marketing / design team exhibits the grit behaviors. They thrive in one of the top five (an educated guess) most competitive categories in consumer goods. They stand up straight in the category by being authentic, community-focused, transparent and thoughtful in how they engage. Mrs Meyer’s has grit and washes away grit.

Director, Client Experience

"We no longer have the luxury of one discipline of design."

Vince Voron addressed where design is going in an interview with me yesterday. He emphasized the movements in digital, but also made note of all the elements of design we have to be aware of when designing.

At one point there was only architectural design. Now, we have the design of everything, if you think about it broadly (graphic, product, architecture, advertising, digital, etc). Hence, the additional tracks for FUSE dedicated to other disciplines of design.

Which also brings up the idea of experience design. If we step back far enough, we can't help see the larger experience and when we get closer, it becomes overwhelming. It makes us focus on the infinite number of moments where design can be applied. And, how do we consider all these diverging disciplines to design an experience?

It has to be about multi-dispinary design. As Vince has stated, we don't have the luxury or the safety in just designing within our discipline. Today, we need to see the larger experience. We need to do this because consumers don't buy a product alone or a package alone or a logo alone or a digital interface alone. Consumers buy an experience.

Experience design is here, brought to you by consumer demand.

Do you agree? Do you design the experience?

Managing Principal
Capsule, An Experience Design Firm

The FUSE | CIULLA Welcome Cocktail Reception got our event off to a fun start last night, as part of the theme “new dimensions of magical”, posters were designed by the CIULLA design team for the event, and a magician wandered the CIULLA office. Check out the photos below:

This morning, our first main conference day here at Fuse 2012 is off to a great, (if maybe a bit sleepy on the audience's part), start with an inspiring welcome from our Fuse conference chairs: Debbie Millman and Cheryl Swanson. Debbie discussed "10 Things CEOs Should Know about Branding" and Cheryl took the stage to "teach us something new about someone old"
We were soon all cracking up over Kraft Mac & Cheese's #OldBirdsNewTweets project.

Jonah Lehrer was next, taking us from Bob Dylan to Einstein in his exploration of creativity. He spoke of the techniques one can use to develop creativity and perhaps most importantly the need to leave time for serendipitous ideas to develop.

Based on the line at his book signing which followed, we'd say the session was inspirational and perhaps even truly "magical." Untitled 

Maggie Macnab was up next, giving us some great insights into her design process:  
Showing us how permaculture is design thinking and, hearkening back to our semiotics conversations from yesterday,  leading us through the universal symbols that make up many of the logos we see around us every day. Maggie's moment of "magic," the quote she left us with:

"Make beauty, make meaning and please do what you love"

Michelle LeBlanc is a Social Media Strategist at IIR USA with a specialization in marketing. She may be reached at
When I have the opportunity to attend conferences like Fuse, I always wish every one of our team members back at the Capsule Minneapolis office could attend. While we share our experiences and learnings with our colleagues, it's not quite the same as being here to soak in it. And we all need inspiration on a regular basis, right?

So, we suffice with taking back the wealth of inspiration this impressive line-up of speakers provides.

When I think about design leadership, I often think about our responsibility as a design firm to guide our client's organization to great design.

But who inspires the team to inspire our clients? Even the most talented art directors, designers and strategists need an inspiration shot in the arm when the well seems to go dry.

Well, inspiration comes in many forms. Peter Clarke, CEO of Product Ventures knows that his eclectic background has been responsible for creating an entrepreneurial spirit that believes in the co-existance of creativity and discipline, each challenging the other. As a leader, his drumbeat sets the direction, and Peter happens to be a drummer.

Kevin Gilboe, Head of Global Design at 3M, shared some recent news. With a new CEO in place, design leaders at 3M are now focused on the philosophy that design is a new strategic asset. So, more than ever, the 3M design leaders need to inspire and ignite their team. The world is watching, right? This is the corporation that has basically taken ownership of the word "innovation".

So how does Kevin inspire? Well, Kevin recognizes the differece between inspiring "stuff" and an inspiring mindset. It's the mindset that can sometimes get lost. Inspiring leaders turn objectives into purpose, translate timeline to narrative, move employee ownership to "mastery" and change the notion of winning to the satisfaction of freedom.

Eloquently said, Kevin.

How about Bob Calvano, Director at Merck Global Creative Studios? He is doing some amazing things to inspire day-to-day visitors at the Merck headquarters. Even though visitors have to endure a Fort Knox-like security scenario on approach, Bob had a vision for enhancing the traditionally lackluster and idle time that guests have waiting in the lobby of corporate america. Because really, the lobby is one of the most prime pieces of real estate for a corporation.

The morning stories in Symposium One had some common threads: inspiration, leadership, people and spaces. Collectively, the speakers changed our perspectives on each corporation where they worked, showing how design is entering the blood stream of many successful organizations, worldwide.

A good start to the morning. Some inspiration and a hint of the perspiration behind these efforts.

Kitty Hart
Director, Client Experience
Capsule Design

The afternoon sessions in our Proof: Insights, Trends & Innovation symposium kicked off with two presentations that focused on reconciling two seemingly conflicting things.

Share photos on twitter with Twitpic
First, "Out of the Zoo, Into the Jungle: A discussion about reaching consumers on their turf" with Bill Less, Senior Design Manager, FRITO-LAY and Ivana Nikolic, Creative Director, DUPUIS expanded on last year's discussion on the use of focus groups for design research.

Ivana Nikolic started the session off with a tour of the modern supermarket, and the rather terrifyingly overwhelming amount of brands that are competing for consumer attention in that space. Obviously each brand would be seeking a way to stand out from the crowd, but how to discover what would speak best to your audience? Exploring this, Dupuis and Frito Lay partnered on a project to bring the Ruffles brand to the "bro" audience.

The team at Ruffles wanted to grow their brand with a demographic that wouldn't respond in a focus group situation, but needed insight in order to discover new opportunities. The answer? Finding a way to interact with and learn from these customers in the "bro-ments" they were already participating in (the bar or the pre-game party for example). Only then were they able to reconcile the "two faced" nature of the "bro."

Next, we were treated to "Starbucks: Nurturing and Inspiring the Coffee Buyer" with Tom Barr, VP Global Coffee, STARBUCKS and Tess Wicksteed, Strategy Director, PEARLFISHER

Starbucks was also facing a challenge reaching consumers in the grocery aisle. The Coffee section was divided between "The expert & the approachable," which is to say coffee that focuses strongly on the origin of the beans, the quality of the product or growing environment vs. coffee of more dubious or unknown origins that focuses on the after brewing flavor.

Pearlfisher also saw other inherent contradictions in the nature of coffee, such as:
Nature & Nurture
Comfort & Stimulation
Domestic & Exotic
Adventure & Habit
Drinkers & Connoisseurs

Building on these themes came the new package designs for blonde, medium & dark roast. The simple classification spoke to "approachable" needs, while the Starbucks "expert" level quality still remained and was echoed in copy on the back or sides of the package.

The result? In research, 70% of respondents said the new packaging made it easier to find the coffee they like.

Out of the zoo and into the jungle.
Bill Less, Frito Lay and Ivana Nikolic, DuPuis.

Bill Clinton lied. People lie.

Yeah, and they do it with one hand on the Bible. People believe they are telling the truth. This is what makes it a challenge. The customer is always right, right? Yet, the customer is not telling the truth. Truth is essential to knowing how to communicate with someone. Great bit from DuPuis and a marvelous recovery from two years past in a discussion about research. 

The conversation then moved into a story from Ruffles. 

"people can say what they like, but they can't tell you what they want"
-- Guy Kawasaki

This was a true connection back to what DuPuis talked about and the Frito-Lay team made it their own by getting personal with the "bro" crowd. Makes me curious and looking forward to what comes from this brand in the near future. Curious to see if it makes a larger wave in the snack food aisle. Curious to see if my "bro" crowd will embrace this brand in the near future.

The outcome was elegant in the freedom the platform created for the design team. It may not lead to any one specific new product, but the ideas certainly must have changed the internal perspective for Frito-Lay.

This is where design is made relevant, where research is a "bro" with design.

Thank you, Bill Less and Ivana Nikolic, for taking us there.

Managing Principal
Our pre-conference day at #FuseDesign is now well underway. I've been sitting in the Proof: Insights, Trends & Innovation for much of the morning, and the recurring theme here is "Signs, Symbols, Semiotics."

In "The Semiotics of Branding" with Cheryl Swanson, Principal, TONIQ, Cheryl discussed the fact that the study of semiotics has invaded even popular culture (using this clip from The Big Bang Theory) - she explained the practice of decoding universal symbols by saying "we know what we know, but we don't know why we know it."

As a designer, you can act as an interpreter of symbols, finding the way to turn something as simple as the 1 and 0 of binary code into the widely recognized on/off "power" symbol that we see on machines every day.

"Universal meanings reside in the recesses of consciousness" and we have opportunities to understand and use those universal meanings in our designs.
Michael Hendrix, and Neil Stevenson, both of IDEO, continued to play on this theme, diving into "embodied cognition." Did you know that we lean forward while thinking of or discussing the future? Or that even a forced smile can intensify feelings of happiness?

By becoming familiar with the science of the ways our senses effect our emotions a brand can actually build experiences at a much more minute level of detail.
Designers used to have to be an amateur anthropologist, now you need to be an amateur neuropsychologist too!

The morning wrapped up with Stuart Bedford, Dir. New Business Development, SHERWIN WILLIAMS who showed us the reality of that statement, discussing an eye tracking study they utilized for package design. Eye tracking allows for research into: package design, area for improvement, and point of sale preferences as well. But again, the design team may find themselves as interpreters of semiotics.

Looking forward to more insights this afternoon (and, yes, I am leaning forward over my computer as I type that!)

Michelle LeBlanc is a Social Media Strategist at IIR USA with a specialization in marketing. She may be reached at
Today we kick off Fuse 2012 with our Full Day Workshop at the Art Institute of Chicago and two FUSE Symposia, the Design Leadership symposium and the Proof: Insights, Trends & Innovation symposium.

Follow our team on Twitter @NextBigDesign and if you're tweeting from the event use #FuseDesign in your tweets. You can also catch up on sessions here for session write-ups by myself and our two guest bloggers.

Our Fuse University students are also on site today, follow along with their event by following #FuseUni on twitter or becoming a fan on Facebook Looking forward to a great three days!  

Michelle LeBlanc is a Social Media Strategist at IIR USA with a specialization in marketing. She may be reached at

You don't have to be a brain scientist to design, but it does require the ability to access your entire brain. Design is heavily intuitive, therefore heavy right-brain. But, flash in the pan design often comes from an intuitive approach with no forgiveness for the analytics of life.

You might say the world of marketing comes down to applied psychology and applied economics (thank you, Mark Bergen). If a design approach considers only the intuitive it may find challenges when it hits the channel. Alternatively, when a design is analytical only (think direct mail design) the bond formed with an audience is often fleeting.

But, these are crude examples. The human brain is not fully understood, yet we continue to explore. Someday we may know everything there is to know about the human brain (at such a day we might find the universe implodes on itself, my theory). Certainly in decades to come we will look back on our body of knowledge as most of us now look back on those oceanic explorers who determined the world was round.

This sets up one of the few authors serving as an oceanic explorer of our time, exploring the human mind. An amazing speaker, Jonah Lehrer talks about decision making and perhaps a bit of brain science. His, "How We Decide" has been well read within the Capsule office. Now, to listen to him speak on the subject will certainly be comparable to listening to Christopher Columbus upon his return from his East Indies.

And, for those creative minds from Minnesota visiting FUSE, his interest in Bob Dylan is curious for us. We are proud of our creative roots and dedication to the marriage of design and innovation up in the tundra of the midwest.

We are certainly looking forward to all the speakers, but Jonah, your mind is going to get some special attention from the audience, for this we are certain.

Thank you for sharing.

Managing Principal

As we look forward to flying off toFuse 2012 this week, we're featuring some of our exciting speakers here on the blog. Presenting "Telling Stories That Don’t Suck" at this year's Fuse will be Joe Sabia, Digital producer and Creative Consultant.

A "conceptor, creator, consultant, collaborator, and curator" Sabia will discuss the ways that video sharing has spurred arguably the most creative atmosphere for content, and fact that the stakes for stealing an audience’s attention have never been so high. His talk will highlight the success stories–and the failures–in the digital age. Creating good content–whether for advertising or just for art–must be unique and impressive if online audiences will discover it. To stand out, you must tell stories in continually novel ways.

As something fun before Fuse, check out Sabia's project History of Lyrics That Aren’t Lyrics:

In this interview with The Atlantic he further discusses the project. Want to learn more? Join us on Friday, April 20, 2012 for his session at Fuse.
Thursday, April 19th, 1.45pm Chicago Room

As brand specialists we often talk about winning hearts and minds. But just what does it take to make consumers value your brand above all others?

Join Jon White of Kimberly-Clark and Simon Preece of Elmwood as they reveal the secrets of creating BIG LOVE for brands and how to translate this to commercial success.

Together client and agency will present how they employed both brand strategy and consumer psychology in the award winning design of Andrex toilet tissue and explore the various techniques that can be used to influence the way consumers shop in a low interest category.

Through the example of Andrex, Simon will demonstrate the increasing importance of sentic triggers in design to create emotional engagement and how to improve the chances of your brand performing in the store environment by maximizing the on-shelf opportunity.

As Jon will confirm, by combining brand strategy with consumer psychology Kimberly-Clark was able to achieve remarkable commercial results with Andrex, and the same lessons could apply for your brand too. It goes to show that if you know how to capture the heart, the head will normally follow!

FUSE University Alumnus and SVA Masters in Branding student, Chi Wai Lima, had the opportunity to catch up with Switlana Wojcickyj, Director of Packaging Science & Technology at Mars Chocolate last year in Chicago. 

CL: Can you tell us a bit about your background and what you do at Mars Chocolate?
I recently joined Mars Chocolate as Director of Packaging after spending some years as Director of Innovation at Gatorade. My background is in engineering so my focus tends to be mostly on structure rather than on design.  I do try hard though to keep my team and me thinking creatively so we can provide solutions that are possible.

CL: At Pepsi, you worked on a lot of beverages, and now at Mars you are doing candy packaging. Is there a big difference between beverage and candy packaging?
It’s very similar in terms of the product and innovation life cycles. Everything works generally the same. The difference is who the consumer is.

Whether it be Pepsi or Mars, there is large investment in manufacturing assets. So when you proceed to innovate and change the structure of a product, large costs become real obstacles. You must be creative in your approach. I try to tell a holistic story.

A few years ago at Pepsi, we set out to change a 32oz bottle of Gatorade. The cost of this change was going to be very high, so we needed to sell a story. We came up with a new brand proposition. We introduced 2 new innovations. We staged Gatorade as the beverage to drink during exercise and introduced 2 new drinks; one pre-workout and one post-workout.  By doing so, we were able to tell a holistic story—one very much rooted in what consumers were looking for.

CL: Do you find that when people are now innovating different materials, that being environmentally responsible is having a big impact on that?
Sustainability and going green is really important, but unfortunately it’s very unrealistic to a lot of companies still. I’d be the first to recommend going green, but in the eyes of the larger corporations, this issue is still low on the priority list.

Pepsi does a decent job in researching sustainable materials and I hope to take those learnings and apply them at Mars. One of Mars’s 5 principals is dedicated to sustainability—all the more reason.

To succeed in this endeavor though, you must have a good story behind sustainability. Coke did a great job in marketing their plant bottle by telling a story around how 40% of it is made out of plants.

CL: I have read reports where creating something from scratch takes much less energy than producing something from recycled material. What’s your take on that?
It’s true; at least I know it is with plastics.

For example, Naked uses bottles made from 100% recycled materials. It costs more to produce, but it is more in line with the brand’s strategy. It makes all the sense in the world – and luckily the marketing department is supportive of this. High cost of production will always be our little challenge. It all depends on which industry you’re in and how tight things are.

CL: What lead you to become more involved in the engineering side versus the creative side?

Karim Rashid said during his presentation this year that we need more chemical engineers who can push the limits and encourage change. I’m a chemical engineer by trade. I also don’t like sticking to the rules. I was always very creative and entrepreneurial. I enjoy the creative side as much as the technical side and I find that packaging is a good place to be to combine both aspects.

I love how packaging becomes the voice of a brand and how it plays a role in telling a brand’s story. Packaging is a communication tool, not just a pretty design.
As we look forward to Fuse 2012 we'll be featuring some of our exciting speakers here on the blog. Sheena Iyengar, author, the Art of Choosing, S.T. Lee professor of business, Columbia Business School will be speaking on The Art of Choosing.

A world renowned expert on the subject of choice, Iyengar says that choice can provide a sense of freedom and control that is essential to our well-being. It is the most powerful tool we have to shape our lives, to go from who we are today to who we want to be tomorrow.

Unfortunately, the misunderstanding and poor practice of choice often undermines its many benefits and leaves us frustrated, overwhelmed and unhappy.

 In her critically acclaimed book the Art of Choosing, called “refreshingly thought-provoking” by the New York Times and “a page-turning narrative that blends academic rigor with a pop culture sensibility” by the Boston Globe, Sheena shines a bright light on the many different facets of choice, exposing it in all its mystery, complexity and compelling beauty.

In the following Podcast from WNYC's The Brian Lehrer Show, Iyengar discusses insights into "choice" and how too many options can be as bad as too few. Give it a listen for a sneak peek at her Fuse session.

To hear more from Sheena Iyengar, join us at Fuse. We're pleased to offer readers of the Next Big Design blog 15% off of registration for this year's conference. Register with code FUSE12BLOG to save.
Here at the Next Big Design blog, we're already looking forward to when we will once again be heading to the FUSE conference with our popular feature from 2011: #FUSEFactFriday

Fuse Fact Friday highlights some of the key takeaways from the 2011 conference, including inspirational quotes, main themes and more. Each week, we've been diving into our 2011 executive summary and remembering some of our favorite presentations and moments from last year. Now for Friday the 13th, the final Fuse Fact Friday Fact of 2012 is:

We are actually doing more with less.

In our 2011 executive summary, Renée Whitworth of Flood Design pointed out this trend with the following examples:
"Despite the reluctance of cutting back on everything from plastic bottles to available credit, we are actually doing more with less:
• Karim Rashid confessed entrepreneurial projects are harder and less profitable but can be freer and have a radical impact on the world of design.
• Michio Kaku freaked us out by stating that our cell phones today have more computing power than the Space Shuttle in 1969.
• David Turner & Pio Schunker/Coca-Cola revealed how an heritage brand can be pared down visually by using only what is owned.
• Christine Mau/Kimberly Clark shared the tubeless toilet roll and Replenish cleaning products.
• Andrew Pek left us believing that doing the best we can might affect the state of others.
• Ian Schrager talked about things being undesigned moving forward. He believed we can “rise to the level” of less just as we once rose to the level of more.
• Johcen Eisenbrand/VITRA created a brand color palette from the chairs/pieces already produced."
And (my personal favorite):
"Jonathan Harris described minimalisim as aesthetics, but simplicity as essentials."
While doing more with less may seem like a negative to some, evoking images of cutbacks or austerity; this trend can actually provide brands with a chance to embrace new technology, reconnect with consumers or rebuild a more authentic image. How are you doing more with less?

If you enjoyed the Fuse Fact Friday series, join us on TwitterFacebook or LinkedIn for facts live from the 2012 event, April 18th-21st.
Big Pharma’s Design Team Shares Rx for Success

By Marc Dresner, IIR USA

When one thinks about branding and design excellence, Apple or Nike is probably more likely to come to mind than, say, a pharmaceutical giant like Merck (NYSE: MRK).

So FUSE Radio™ was pleasantly surprised to learn of Merck’s very large, robust in-house design function, a group with resources and capabilities that would make most major brands sick with envy.

According to Bob Calvano, Director of Merck’s Global Creative Studio, the group has taken on everything from designing apps for physician detailing to creating inspired interiors for Merck’s global offices, not to mention managing the design needs for a portfolio of world-class Rx and OTC brands.

Calavano’s organization is a charge-back operation, and Merck’s internal clients are free to outsource design projects—they frequently do—so to compete, Calvano prescribes a combination of audacity and tenacity.

“We aggressively pitch even in areas where we have absolutely no experience,” Calvano told FUSE Radio. “Win the business, then you can worry about how you’re going to get the job done.”

“I’ve walked away with a new project wondering ‘What the heck have we gotten ourselves into?’” said Calvano, half-joking. “It can be frightening at times, but it keeps you fresh, and we always find a solution.”

The global scope and variety of projects the group undertakes also often requires Merck’s designers to partner with design agencies with whom they also compete.

Their formula for successful ‘coopetition’ has been refined over time through a series of trial and error, and Calvano admits the group learned some lessons the hard way.

“In cases, I think we were a little naïve about working with agencies,” he said, “and that’s caused us to rethink our approach to partnering and relationship management.”

What do you do when you discover an agency with whom you just completed a project is now replicating your work for a different internal client and getting paid for it?

To find out, tune in to this special two-part episode of FUSE Radio!

Listen to Part 1

Listen to Part 2

Download an interview transcript: Part One, Part Two.

Editor’s note: Bob Calvano will be speaking about the power of a well-designed space in a presentation titled “The Grass is Always Greener in the Lobby” at the 2012 FUSE conference and exposition April 18-20 in Chicago.

For more information or to register, please visit us at

Marc Dresner is an IIR USA communication lead specializing in audience engagement. He is the former executive editor of Research Business Report, a confidential newsletter for the market research industry. He may be reached at Follow him @mdrezz.
Using Evil to Sell Products... Not Good

Last week I wrote a blog on the Kony 2012 video titled "The Branding of Evil". I sent the post to Tim Nudd, Senior Editor at Adweek (Tim's also a personal friend). After reading my post Tim mentioned some recent commentary that Adweek has done on ads where Hitler and Nazi imagery have been used to sell products. I checked it out and was amazed at what they'd pulled together. In Turkey one Biomen ad in particular has old footage of the real Hitler screaming out with an overdub promoting the product go to page.

According to Adweek the voice-over translates to: "If you're not wearing women's clothes, you shouldn't be using women's shampoo either. Here it is. A real man's shampoo. Biomen. Real men use Biomen." ...So its got some women-hating undertones to boot... WOW!

If you scroll down further on this page there is a whole collection of ads with the Nazi leader. I was both appalled and fascinated at how such tasteless decisions could be made over and over again. The visual I've included for this post is an ad for "New Form Jeans" and its from the same Adweek stream... This ad carries the line "Change Your Style. Don't Follow Your Leader." and was meant to aid young people in following their own style. If you have any knowledge of the history of World War II the messaging along with the visual is totally confusing.

Its plain and simple. There's nothing funny or ironic about Hitler. Using his image out of context is just a bad move. World War II and the holocaust are always a part of his representation and it should remain this way. Before seeing these ads I would have thought that this was obvious but apparently its not.

As a creative I do my best to "push the envelope" in terms of challenging what could be considered the usual sensibilities. I've even been known to break a few rules here and there. In many ways I believe this to be the role of creative professionals. To a great extent this is healthy. And when I'm in creative discussions with marketing or product teams I try to avoid discussions about bottom line so that we don't hinder ideas or insights that may come to someone. I try to allow myself to come up with whimsical, silly or at times even extreme ideas. Some of the best thinking is done when you just let your mind wander.

The point I'm making is that in a brainstorm, the idea of Hitler could come up very easily. Hitler embodies the idea of extreme evil (for very good reason!). I can't imagine that this will ever change although these ads are an inadvertent attempt to do just that. The ad in itself is an relic left behind from where these creative teams just stopped thinking. It is also unnerving how placing Hitler in pink attempts to reintroduce him to a young generation in a way that's supposed to be clever or a play on rebelling against leaders... the psychology behind this being that kids think their parents or teachers are Nazi's maybe? (a 'rock and roll' type of sentiment I suppose)... Isn't it irresponsible to reinforce this idea just to sell jeans?

What is most important to note though is that in order to execute on a design/message like this you have to disconnect the image of Hitler from the actual history. This is the only way in which the ad could work. Though I’m happy to say that the ad doesn’t work. Its one thing to say, "Your parents are lame." Its another to put lipstick on the most vicious dictator that ever lived and giggle about it.

What is arguably the greatest flaw in the messaging of this ad is that it makes Hitler into a joke. He becomes benign and this insidiously paves the way to perpetuate the fascist sensibilities that he embodied. This is the very reason why its offensive.

Fascism is a "violent rehashing of cultural myths; race, blood, leader."* This ad is not thought out enough to fend off the fascism in which it makes fun. Consequently it becomes fascist itself but in a more complacent way. Being disruptive and being offensive are two different things.

Please be responsible when designing for your brand.

*paraphrased from Guy Debord

FUSE is here again with an amazing set of speakers, thought leaders, storytellers and brain massagers.

Most of us think for a living, right? Fundamentally, we are paid to use our brains. So taking some time to focus on our primary thinking organ might be good. FUSE is a great place to massage your thinking organ.

If you're signed up, bring your brain, all your senses, business cards and a no. 2 pencil and paper. If you're not signed up, then do what you can to persuade someone to give up some budget for a brain workout. It might not have an immediate ROI, but you can be certain someone is working on a creative Internal Rate of Return to make it worthy.

FUSE isn't just about your thinking, though. It's also about your handshake, smile and the role of design. We all learn in different ways and FUSE covers it all, especially in the conversations between presentations. Often the listening happens in the room, and the learning happens in the hallway conversation after. It happens when you talk to someone who has dealt with similar issues and they have just the nugget you were seeking. Design is coming of age and entering the era of the Chief Design Officer, so the learnings are likely to be savory.

This is where a smile, handshake and business card are good starters.

Use all when appropriate. Use them often. Don't be afraid to use them spontaneously. You'll find it helps start a conversation. And, even if it doesn't turn into something brilliant, give it time to stew. Someday you might find the person you connected with at FUSE in 2012 has an amazing answer, connection, or source for you.

The speakers should be able to stimulate your brain. Let the conversations afterward stimulate your smile and desire to meet more interesting thinkers.

As we continue to grow the "Fuse Family," one of our endeavors is to help to prepare the next generation of brand strategists and designers. With this in mind, Fuse University was created.

Designed specifically for students of brand and design, this co-located event provides a sampling of the FUSE experience. A taste of some of the worlds' leading designers and branding experts share their story modified to fit the needs of today's brand and design students. This curriculum is designed to showcase the business value of Design & Brands and is a real-world complement to the student's rigorous academic work - all for a student friendly tuition.

Last year, Fuse welcomed students from the masters in branding program at the School of Visual Arts as the inaugural class of Fuse University. Mo Saad was one of those students and will be returning this year as chair of the program.

For a peek into what we can expect at the event, we interviewed Mo about the Fuse University experience, designing the Fuse U logo, signing "Glee"-style with Debbie Millman (video below), and what he has been up to in the past year. Read a transcript of the interview here.

Next Big Design: To start off, you first got involved with Fuse University when you designed our logo last year – can you tell us about that process?

Considering that the SVA Masters in Branding students were to become the inaugural class of FUSE University, we were given the privilege to have input in the identity design. A few of us designers thought up some initial ideas and we later presented them to FUSE organizers Kim Rivielle and Krista Vazquez. My approach was chosen to become the identity of FUSE University.

Next Big Design: And you were part of our “inaugural class” at Fuse U –what was the Fuse experience like for you?

FUSE was definitely a very satisfying experience. My first thought when I got there was “Wow! I get to play with the big boys now!” There was opportunity to network and connect with pretty amazing people and a chance to casually converse with designers and strategists whom I look up to. I have to admit that I was fearful at first of being stereotyped as a student, but that soon changed as I realized an overwhelming interest in FUSE University from the attendees. Over lunch one day we shared a fresh perspective on how branding is shaping our culture today and that resulted in many business cards being traded back and forth! FUSE University is an outlet for fresh thought and what better place to do it than at the FUSE conference?

And I must add that there were plenty of great moments at FUSE last year from the after parties to exploring Chicago and making new friends, but of course, my most memorable moment of all was definitely our participation in Debbie Millman’s GLEE intro.

Next Big Design: In the year since, what have you been working on? Did you hear or experience anything at Fuse 2011 that inspired you?

Since FUSE, I went on to graduate with a Masters Degree in Branding from the School of Visual Arts and co-authored and published a book titled “Brand Bible: The Complete Guide to Building, Designing and Sustaining Brands” alongside my fellow SVA classmates and FUSE University alumni.

As for my time at FUSE, I guess it might be cliché to say, but every moment is truly a learning experience and this conference was no exception. Luke Williams really ingrained the idea of disruptive thinking into my mind and I now challenge myself on every project to push the boundaries. Michio Kaku opened my eyes to the reality of technological advances and assured me that the sky is no longer a limit. Ian Schrager, Karim Rashid, Jonathan Harris and Marco Beghin all showed me how important the “human” touch is in creating meaningful brand experiences and I carry that with me always now.

Next Big Design: Can you tell us about any projects you’re working on now?

I can’t get into details really, but I just finished working on a naming project for NIVEA as well as a little project for OREO cookies in celebration of it’s 100th anniversary.

On a more personal note though, I’ve just joined Pinterest, even though I swore I wouldn’t, considering how much time social media consumes out of my workday! But I caved! I’m creating a collection of “No Parking” signs that are scattered around my home country of Lebanon. I recently developed a fascination with these signs that are beautifully hand painted in Arabic script on almost every nook and cranky. What can I say? I picked up a weird hobby.

Next Big Design: Where do you look for creative inspiration?

Inspiration is everywhere, but I mostly find it in people. Art can inspire. Cities can inspire. Design can inspire. But it’s mostly the way people talk about their experiences and how they form stories out of these experiences that inspires me the most. One of the best advices given to me recently is to surround myself with interesting and diverse people.... and I’m not just talking about intellectual people. It’s more about being around those who’ve seen and done things; people who have stories to share. It’s priceless.

Are you a branding or design student? There's still time to join us at Fuse University 2012, Register here.

Plus, become a fan of Fuse University on Facebook for event updates, photos and more or watch the #FuseUni hashtag on twitter for live tweets from the event.
As we look forward to Fuse 2012 we'll be featuring some of our exciting speakers here on the blog.

Tess Wicksteed, Strategy Director at Pearlfisher should be no stranger to readers of this blog thanks to her recent series on iconic brand design. She will be sharing the podium at Fuse later this month with Tom Barr, VP Coffee Design at Starbucks. Now we are pleased to present an interview with Tess as a prelude to her session at Fuse.

First off, can you tell us a little bit about your upcoming session at Fuse?

Tom and I are going to take everyone through the job we did of rethinking the way our coffee is classified - how we thought about it - what we were trying to do, the result and how the idea went out into the world and was integrated into the world of Starbucks.

Starbucks has revolutionized the coffee experience, what was it like working with this brand on a strategic design approach?

We spend all our time thinking about icons and how they use design to express big ideas so to work with one of the biggest icons in the world who has design firmly at the heart of all they do what obviously a bit of a thrill.

Personally, do you have any favorite brands and why do they speak to you?

My favorite brand is the Sound of Music it is timeless, meaningful and uplifting - it means a lot to me because I model myself on Julie Andrews - I want to be innocent and good (how do you catch a cloud and tie it down?) straightforward ("Well someones got to say it: you never listen to anyone else: Just love them Captain Love them) and brave (climb every mountain).

What was the best career advice you ever got?

Jonathan (Ford, Founding Creative Partner of Pearlfisher) told me to come and work for him - that worked out pretty well for me.

What’s your dream project?

It would be cool if a brand won the nobel peace prize - given their power I'm not sure brands aim very high.

To hear more from Tess Wicksteed, join us at Fuse for her session "Starbucks: Nurturing and Inspiring the Coffee Buyer." We're pleased to offer readers of the Next Big Design blog 15% off of registration for this year's conference. Register with code FUSE12BLOG to save.
Here at the Next Big Design blog, we're already looking forward to April when we will once again be heading to the FUSE conference. From now until April 18th, we're bringing back our popular feature from 2011: #FUSEFactFriday

Fuse Fact Friday will highlight some of the key takeaways from the 2011 conference, including inspirational quotes, main themes and more. Each week, we'll dive in to our 2011 executive summary and remember some of our favorite presentations and moments from last year. Today's FFF Fact is:

We are surrounded by stigmas, symbols and scents; "hear with your eyes in order to “cut the

Last year at Fuse, Jennifer Westemeyer of Kimberly Clark shared with us how Kotex was able to avoid taboos/clichés and ultimately “Break the cycle™” with their Kotex U line of products, producing campaigns like the cheeky Australian ad below:

Tom Guarriello wrote of the session on the The TrueTalk Blog:
"There were many, many important issues raised in Westemeyer's talk. Here are two: the depth of understanding of your customer is simply a matter of deep attention and appreciation; listening with your eyes, I think she called it.
Second, getting their customer comfortable with saying the word "vagina" (which 72% were uncomfortable with at the beginning of their efforts) is an indication of the social transformations that brands can spur if the work is authentically resonant with the customer's life.
By researching their audience and playing with clichéd ideas, Kotex was able to revitalize their brand and present a more authentic voice.

We'll be hearing more from Kimberly-Clark this year as Julie Paveletzke, Scientist, Kimberly
Clark and Nicki Gondell, Principal, Trend House present Changing the Diaper: The Case of the Little Snugglers. To find out more about this year's FUSE, coming up in Chicago on April 18-20, and the stories you can hear there visit the webpage.

Plus, join us on TwitterFacebook or LinkedIn to begin networking with the FUSE community now.
Last month a YouTube video was released by a man named Jason Russell (a member of the Invisible Children activist group) who took it on himself to ‘award’ a vicious warlord in Uganda with celebrity in the hopes of raising enough awareness to bring the inhumane politics to an end. The name of the warlord is Joseph Kony and Russell’s video is an introduction of Kony to the mainstream by way of YouTube. The video became an internet phenomenon with over 100 million views since its launch. Today the sequel to this video has launched. see video

Essentially Russell and Invisible Children with the help of celebrities like George Clooney and P. Diddy have created a brand for Kony. They are attempting to make what has been invisible for the past 20 years visible to the world. The first video encourages all of us to use April 20 as a day to promote Kony’s name “grass-roots” style in our streets.

Russell included footage of himself educating his young son about the evils of Kony, an action that both implicitly demonstrates the level of his passion about ending Kony’s reign and reinforces his message to all of us to take human rights violations personally. see video

What is possibly most noteworthy about the Part I video is that it was created by activists and not politicians. The Kony videos demonstrate how political activism is becoming more and more sophisticated, in this case by practicing branding and propaganda techniques used mostly by powerful corporations and governments to date. In the past political activism was more easily marginalized by the political attitudes of the status quo. But when 100 million people are made aware of something its fair to say that that idea or ‘product’ has hit the mainstream despite critics' attempts at labeling the phenomenon as "slacktivism".

Last year at the Destination Design Management and FUSE conferences Ben Blumenfeld, creative lead at Facebook, spoke about Oscar Morales and Morales’ virally powerful stance against the FARC in Colombia through a Facebook page he created go to page. While the FARC (known for kidnapping and hostage taking) and Kony are worlds apart from each other, the ever shrinking world of global awareness through social media platforms brings them together for any of us to investigate at a moment’s notice. These are real people in real situations sharing stories and calling out for help on Facebook and Youtube and they are being heard like never before; globally and as Russell has shown by tens of millions of people.

The voice of human rights in general is finding empowerment through the immediacy of social media and proving that every day people can facilitate change despite the actions of their governments.

After Blumenfeld’s talk at our DDM conference in San Francisco I approached him about what was going on in the Democratic Republic of Congo (a neighboring country to Uganda). I mentioned the A Thousand Sisters Facebook page which was created by Congo activist Lisa Shannon. He wasn’t familiar with the group or the conflict. News from that remote region of the world is hard to come by. Much of the trouble in that region of Africa looks the same to westerners because of the extreme conditions that we hear about (child soldiers, sexual slavery, murder, rape, mutilation, on and on…). We have a vague understanding of what goes on but it is fair to say that we in the U.S. as a collective body of people have shown that we really don’t feel a connection to the atrocities. The experiences are so horrific that they don’t even seem real to us. I’m wondering if Kony 2012 will change this.

Mainstream movies like Blood Diamond may temporarily ‘connect’ us to what’s going on but from a viewer’s standpoint we can then place the ‘drama’ behind the story in the same psychological space as other movies that we’ve seen. The story then remains just a story to us.

What I am referring to in this blog as the ‘branding of evil’ creates a connection for us on another level. KONY 2012 is an activist promotion that mirrors the United States campaign against Osama Bin Laden. It brings the horrors in Africa home to us by way of campaign imagery and documentary discussion. It places a face on the depraved African politics in the way that Bin Laden’s face became synonymous with 911. It’s a brilliant leap forward for the mission of the Invisible Children group. It is also disruptive, upsetting and scary.

The “branding of evil” can have a reverse effect making the atrocities very real (even “hyper real”) and in our face… Putting Kony’s name on a campaign banner conjures up a glorification of his character that can be either good or bad, though black and red are reminiscent of the Nazi party which as we all know carries enormous historical brevity. Campaigning for Kony is an innovative concept and it could very well be the instigator that shocks us into acknowledging the horrific images of eastern-central Africa as a reality. Though, the first video in particular has come under a lot of criticism because of what some feel are inaccurate claims and what others feel to be the right course of action.

While volumes of books can be written on this subject its important to note that so much of our every day life is inundated with inaccurate political accounts and that its only fair to give this subject its due acknowledgement. While Jason Russell’s facts, according to critics, may not all be together we can all understand his message, his efforts and his intentions through the brand that he has helped to create and promote with this video.

Apart from that I will add to anyone who reads this to keep the debates and discussions alive. Don’t be afraid to speak out. Don’t be afraid to be wrong and always, always fight what you see to be evil!

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