By: Amanda Ciccatelli, Content Marketing and Social Media Strategist, Informa

An interview with Mauro Porcini, SVP & Chief Design Officer, PepsiCo

According to Porcini, building better brands can create a better world. How? Our mission as designers and brand strategists, is always trying to build happiness in society.

“We impact little bits of the lives of everybody everyday around the world,” he said. “So my mission is to build fragments of the broader social happiness by adding moments of convenience, fun, or safety, in the life of everybody.”

If everyone in the design community is joined by the same goal, they have the power and opportunity of building a better world.

Consumers today don’t buy products anymore, they buy stories – stories that need to be meaningful, relevant, authentic, engaging, and beautiful. And, it is very important for the consumer to get access to these stories and the brands are really the vehicle of the story for the products that we give to our consumer.

Watch the full interview with Porcini below: 

Interview with Mauro Porcini, PepsiCo from IIR USA on Vimeo.
An interview with Stefan Sagmeister, Sagmeister & Walsh

The brand and consumer connection can be a wonderful one or it can be a miserable one. There needs to be a connection that is clear to both parties, but the challenge is how to make that connection.
When it comes to connection, Stefan Sagmeister isn’t sure that this “constant immediacy” is the only solution to a big connection in branding or marketing.

“I think that there is ample evidence that fewer and better connections might ultimately be superior to constant mediocre ones,” he explained. “I hear many more people complaining about the constant borage and very few people complaining about something wonderful or something delightful that they have seen every once in while.”

Watch the full interview below:

Interview with Stefan Sagmeister, Sagmeister & Walsh from IIR USA on Vimeo.


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