FuseFactFriday: Hear With Your Eyes

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
crap.” 


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.

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