By: Vladimir Djurovic, CEO at Labbrand

There are different ways to look at branding and it is certain that I have a very different one.
It is fascinating to imagine the journey of a brand that starts with an idea from an entrepreneur. Personality, interests, and environments bring to life ideas, leading to a project and the first version of a brand, followed by ongoing cycles of brand innovations. Brands tend to be perceived as intangible, but the whole process of branding is definitely chemical, physical, and biological: even the slightest brand association is supported in our brain by dozens of neuronal links and is constantly shaped and reshaped by our experiences!



With this physical dimension in mind, we can imagine how brands are also moved by forces that are yet to be fully understood and summarized into their own Principia. It is fascinating to consider how emotions or memories can activate brand messages; to explore the role of design and colors in forming brand perceptions; to imagine these thresholds that we jump over when forming a preference for a brand or considering a purchase; to admire the power of the alchemy that enables loyalty to sustain over time. Digitalization is changing our interaction modalities and adding a supplementary layer to the system. The forces that shape brands’ perceptions today are the result of highly complex underlying systems including everything from neuroscience, biology, psychology, and semiotics up to microeconomics and behavioral sciences: understanding how branding works is an infinite field for study and amazement.  

It makes a great difference to us to know that branding is much more tangible than many imagine, and that it is just a long journey offered to us to undertake in order to better understand how it works. It also makes us more responsible in our work, as we see branding first and foremost as a deeply human activity. But we cannot operate at the chemical level for our daily client request – for that we need a more macroscopic view of branding. So at Labbrand, we use some dimensions of brand equity: brand relevance, brand differentiation, brand esteem, and brand knowledge are all used to describe how well a brand functions at a certain point in time, how far it is has come since its inception. It is a little like monitoring different dimensions of an object (coordinates, temperature, weight), except that our brand dimensions are only accessible through the effect on stakeholders to the brand—typically, but not only, consumers—through their behaviors (Google searches, sales, etc.) or responses to questionnaires. 

Our ambition is to observe the phenomena of branding, practice branding, and unveil the principles of branding. Here are a few observations about the growth of branding in China gleaned over the past years.  This book, celebrating the 10 years of our company, is an excellent occasion to compile and share our experience.

2005-2008
Pragmatic and mercantile stage with low innovation.  Brand awareness and brand esteem are determinant.


It is a period dominated by a form of classicism in continuity with the previous decade: the context is a fast growing China economy, with companies looking inland and to lower tiers as a reservoir for growth. It is the epitome of fully optimistic, worry-free China, where the brands function as identifiers without the need of building in-depth associations. It is a thriving nation gearing towards the Olympics. It is all about being fast, present, loud, and obvious, tapping into the trend of mainstream adoption – even for the luxury brands characterized by the golden age of the monogram. The consumers are distracted by novelty; very few have built enough experience in dealing with brands in order to sacrifice exploration. There is no brand loyalty. What matters is the ability to monopolize the space, be it retail or advertising. It is still a quite traditional branding age with TVC and magazine ads holding a predominant role, not yet driven by the digital revolution that is about to come. 

Foreign brands tend to be, at this time, only a name, often not translated into Chinese and seldom appearing in written form. Most of the CEOs, GMs, and brand and marketing managers even question the need for a local identity. The “foreignness” defines a very clear premium and niche space. Further adaptation in terms of relevance (beyond the notion of making a brand available and well known) and differentiation appears to be premature and unnecessary. Big winners are the biggest brands that tend to already get recognition. Most consumers want not only to experience, but also to display what they are experiencing; they do this with a recognizable badge known by all, not just their peers. This is a time when Chinese consumers are very confident in the future. They are unwilling to project themselves into a company’s brand heritage. They are satisfied by floating on the surface of branding, and do not gain pride in being discerning and driven to individuality.

We only see a few FMCG brands innovating for China: functional biscuits by Danone and a slimming tea for women by Lipton.


Danone YouGuan, a functional biscuit with wheat, milk and vitamins


Lipton’s XianYang tea claims to have beauty benefits.


Many Chinese brands are in the situation of being partly OEM for other markets, partly consumer brands. They feel no pressure in their consumer brand business that seems to be a nice asset, mostly handled through wholesale to the gigantic China market place. We see the emergence of strong FMCG brands like Wahaha, the strengthening of local automotive brands, the growth of sport brands like Li-Ning that have the ambition to conquer the world. These brands usually have very centralized decision-making capabilities and immature bureaucratic formations. They are fast, and they benefit from the local turf advantage, but they are neither process-oriented nor sustainable. Some of them have original approaches to innovation, working with their value chain partners to develop products and concept ideas (like Wahaha). It is one of the early signs of the China-specific consumer goods innovation model.

The first tier cities are evolving concurrently at a fast pace: Beijing is moving rapidly ahead, propelled by the Olympics; Shanghai is becoming a magnet for international media as they report on reviving the city’s past luster and making the most futuristic megalopolis of the 21st century; Guangzhou and Shenzhen are raised to international recognition by the strong manufacturing backbone of the Pearl delta regions. Shenzhen is a new city attracting talents from all over China. All these cities are the crucible for a new China lifestyle that blends influences from the West (American European) and the East (Taiwan, Japan and Korea). Hollywood is in China via the DVD stores, and Korean dramas are starting to fascinate China. It is the emergence of successful bakery chains and coffee chains. Bread and coffee are becoming part of the daily life of Shanghainese and to people in some parts of Beijing and Guangzhou/ Shenzhen. It is the new signs of bourgeois life that replace or complement the pajama street-walking and long nails of days gone by.

We see urbanization, the rapid raise of real estate prices across the country, avid demand for new construction. Construction and manufacturing companies experience record growth. B2B and real estate companies are sophisticating their offerings in what has become the biggest market in the world. China starts to uncover needs for brand innovations in the least expected place. At that time and still for a few years, the most un-happening industry for brand innovation is the luxury industry in China.

2008-2012
Brands become more innovative on product level. More ambitions for Chinese brands. Start of the strengthening of brands, but on new projects and opportunities, not at the core.


This second period is a turning point in the Chinese journey. China is no longer in the shadow, now benefiting from its status as a growing superpower. The Olympic Games in Beijing put China on the global stage and leave a lasting impression. The event has also created a platform for branding, as the attention of an entire nation is centralized and focused during the years surrounding the event. We see incredible branding campaigns from Nike and Adidas carving out their brand territories in the Chinese market as has seldom been done before (Maybe the 1984 Apple ad is the only comparable event in the history of branding).

With the crisis hitting the developed economies, China has become the hope of the world to sustain the growth of the global economy. Chinese travelers, the Chinese domestic market, Chinese manufacturing development, and China’s need for primary resources are a solace amid dropping demand in most other regions.

The global crisis is the spark that has ignited the evolution of branding in China. Now, the Chinese companies feel that their destiny is no longer just to copy successful models, but to take the lead, innovate, and push the boundaries. Internet brands are the first to capitalize on this new mindset. Now, OEM are barely a reliable way to imagine sustainable growth; instead, brands are pushing forward in the Chinese consumer market. At first, things seem to be continuing as they were, but before long FMCG brands start to meet a kind of invisible wall: they are no longer growing almost automatically, and stocks are piling up. This triggers a stronger need for developing brands that can sustain through relatively depressed times.

Chinese companies start to become savvier in terms of understanding the importance of the brand, resulting sometimes in epic fights over trademark rights, like the battle over the trademark WangLaoJi.


The WangLaoJi trademark dispute (Wikipedia) caught national attention


With decades of opening up in different markets and several years into the WTO, China is now becoming an increasingly competitive market in almost every industry. We also see increasing demand for innovative product concepts that will not only try to bring an existing concept to China, but also adapt and transform it to make it more relevant, more different. This is often happening at the product level more than at the brand level. We are looking for innovation of the persona to create localized variants, but not yet a revolution of the brand program for China. Some very emblematic projects for Labbrand represent this trend—we work on developing product positioning through flavors for industries including dairy, quick service restaurants, fruit juice, and others. We also see a luxury brand Shang Xia created under Hermes Group with what appears to be Chinese DNA, reviving Chinese traditional crafts into finely designed fabrics, homeware and accessories. This is a very ambitious move, very admirable and ahead of its time, as the Chinese consumer has yet to revalorize their own craftsmanship tradition.


SHANG XIA by Hermes


Quality entertainment and culture makes it also relevant for brands like Disney to foster a faster pace of development for their brands. Marvel is a successful example of this with its multitude of branded heroes. The digital space has become more and more innovative and starts to play a much more important role than in most western economies, enabling the development of more advanced services and creating higher expectations.

To summarize, this turning point put differentiation and relevance of brands at the center again. It is no longer about fame and mainstream, it is about making a difference, about surprising and delighting the consumer. It is now a competitive era, but it is just the beginning of this intensification. 
2012-2015

Strengthening of brand relevance and differentiation, first investments into brand knowledge.


After the Olympics, Beijing continues to grow but somehow closer to traditional Chinese values, leaving Shanghai almost alone to represent the cosmopolitism that it once tried to contest. Shanghai, further propelled by the World Expo in 2010, continues to be the favorite destination for multinationals, and becomes the regional hub for many companies. Shanghai is more permissive to foreign influences and we see a tremendous change in the city in these years. Shanghai now has 256 Starbucks and counting – the 3rd most of any city in the world, and compared to just 137 in Beijing. And this is not just about coffee and bread. You can now see literally hundreds of Olive Oil brands in supermarkets. The selection is huge. Specialized large scale supermarkets like Olé are mushrooming in the city with an incredibly wide range of brands for any category of packaged food. Guangzhou and Shenzhen are close behind and Chengdu has started to modernize deeply as an influential center for the West. Shanghai is a fascinating place in which to project the future of China:   a place of experimentation, a place where all global trends are crossing. It a place of harmonious coexistence of different trends, such as increasing body efficiency through vitamins and improving wellbeing through nature-inspired products. These intersections are mediated by a growing variety of consumers. Gaps are becoming bigger and bigger between younger consumers and mid aged ones.  More profound segmentation is taking place.


At the same time, we witness the first global successes of Chinese brands, with Chinese mobile brands rising to extreme success in India and even worldwide (Huawei, ZTE, etc.). This is motivating for all Chinese brands, even if a large majority of them just set out to be successful in their domestic market. Global public relations, digital platforms, and social media are now the type of activity that Chinese brands are engaging in consistently and on a global scale. Chinese brands look for brand building help. It is part of the China 5 year plan. There is no future in pure manufacturing; it is in the state’s best interest to develop strong brands that can maintain Chinese economic growth. Added value and a brand mindset are the only way to go.

As companies strengthen their brands by making them more relevant, a change is in the air: this time it is not a tactical move but a clear ambition to set a lasting direction. At Labbrand, we see increasing demand for brand positioning work for already established brands. The tactical moves previously used for some innovative products are now being embraced by the core product ranges and industrialized as central strategy. For the fashion industry, we see that entire collections are using China trends, fitting Chinese tastes.

At the same time, for foreign brands the situation has totally changed. There is now an increasing number of affluent Chinese that can buy imported products. Packaged food brands are increasingly ready to adapt their products and translate their packaging rather than sticking on labels. This change started just a few years back and we are currently in the middle of it.

For foreign luxury brands as well, there is a totally new situation. Chinese consumers know they are important and are not only expecting to be impressed by the “foreignness” but also to be embraced.


Digital space is dominated by local brands, but this last period also bears witness to the success of a few international players including LinkedIn who successfully develops in China under a name designed by Labbrand called 领英 [lǐng yīng]. Local digital brands like Tencent are credibly innovating for the world, and the fast-growing WeChat is set to become an indispensable tool for operating within the mobile sphere.

THE JOURNEY IS STARTED


Looking at this journey, it seems the pace is just getting faster and faster. We won’t be surprised to witness an acceleration in the transformation of the brands that surround us, with new brands developing in almost all categories. We feel we have been privileged to be at the forefront of this evolution and to have emerged in China in tandem with branding itself. . We are excited to start the next decade and to continue to write this story.
by Lauren Sobolik,
CAPSULE

Somewhere along the way, most likely some particular moment in which I simply could not move on with life until I captured this moment on Snapchat, took a photo of it, edited it in VSCO Cam and posted it to Instagram and Facebook, I stopped and wondered to myself, “What the heck happens when this is over? Where is this hyper-connected, must-share and track affection madness going?”


What goes up, must come down, right? So what could this mean for the rise and total dominance of the digital age?


I’ve always had the hunch that because technology is what helped us all connect in the first place, it will still be technology that we use to help us disconnect from, well, technology.

We can already begin to see this happening (perhaps in baby steps) within consumer lifestyles, and now closely following, in brand communications. The trends we’re seeing in travel and leisure show us that more of what we desire in our free time is escape and exploration. This is where we tell our normal routine life we’ll, “be right back” so we can venture into some unknown and discover something new. The wonder of wandering. And it’s evolved to cover both mini and massive scales, from local “stay-cations” to global sabbaticals.

Because all of our personal social channels live in our leisure (or they’re supposed to), our leisure time is when digital brands are able to actually connect with us. They ease themselves into our personal space and provide content that allows us to explore their world, escape the Google calendar, and live vicariously through their dream lifestyle. Thank you, GoPro, Airbnb, and National Geographic for always delighting my feed with mental escapism.

The next layer that’s recently deepened our connection with technology has managed to quite physically connect us to technology -- wearables. Track your steps, monitor your sleep, count your calories, manage your water intake. These are all incredible innovations, they’re intensely designed, and they all have great intentions. But they do indeed further our technological dependency. Kovert, a high-fashion wearable jewelry company, was the first brand that reinforced my theory of connecting to disconnect. Their newest bluetooth collection “Altrius” helps you “better understand your digital habits and improve your relationship with your smartphone.” The modular gemstones alert you to only the notifications you want to be alerted to, freeing your mind and helping you stay focused on “what really matters.”

What really matters? It’s interesting that we don’t place technology in this category but it’s also what we use to manage every move we make throughout the day.  I would venture to say that technology is indeed only going to become more robust, and our connection to it will only grow deeper. But I do believe as consumers we will become more sophisticated in this connection, bringing control and purpose to the relationship.

A little secret, the feature photo of this blog post is actually my desktop at work. This photo was taken deep in the Northern Cascades mountain range, on a trip that I took to simply disappear for awhile. Did I leave my phone at home and halt all digital connection like I should have? Of course not. How else would I show people how disconnected I was?  As I said, baby steps...

I would be happy to coordinate these baby steps with you all at the FUSE Conference as we deep dive into three days worth of design, technology, and innovation. Perhaps starting the morning with some restorative yoga will help open creative brain space we wouldn’t have discovered? Or a 30-minute meditation during lunch, checking our phones at the door?

I’m open to ideas. But I’m going to keep pushing for yoga.


Lauren Sobolik
Account Manager,
Capsule
Snapchat @laur2.0 *follow our FUSE coverage!
Twitter / Instagram @laurensobolik
New Keynote Announced:

Make Money. Make Impact. Period.
Taylor Conroy, Founder, Change Heroes
No longer can we run businesses that focus purely on the bottom line, consumers expect more and our staff needs to be fully engaged in the mission. Explore how Taylor Conroy is re-shaping the fundraising world, by creating transformative experiences that create higher engagement and retention, through the combination of technology and shared experience.
Fuse Inspires the Next Generation of Designers

Also Just Added: 
Don't Call Em Newb's; Instead, Understand Them as Catalysts of Influence
riCardo Crespo, Chief Creative Officer, Brand Design;  th13teen + jacknifedesign 
Wednesday April 6th 11:05-12:05 PM

FUSE is proud to share a unique addition to the conference curriculum for 2016. We are collaborating with Miami Ad School, a globally renowned creative and advertising academy- to bring you a one of a kind panel session featuring students from Miami Ad School who will share their unique perspective on what it means to create purposeful design.

FUSE values the next-generation of creative professionals and hopes to enable them by providing a stage for them to share their thoughts, aspirations and inspiration first hand with the FUSE attendees. This is an incredible opportunity to sit back, relax and see and hear how millennials are crafting messaging and compelling campaigns for their own generation!
Download the brochure to see the full program: http://bit.ly/1SdpMvd

Use code FUSE16BL for $100 when you register: http://bit.ly/1SdpMvd

We hope to see you there!

Cheers,
The FUSE Team
@NextBigDesign

#FUSE16

“The world is full of people who can make pretty pictures. What do you bring to the team?”

In our second edition of the “FUSE Calls" podcast series, Informa Head of Brand and Design Dan Madinabeitia sat down with Stephen Gates, Head of Design at Citi, to talk about how to write a resume that will get you noticed.

FUSE Calls is a series of interviews where the FUSE team literally picks up the phone and calls disruptive design and brand strategy leaders across the globe - some of whom will be speaking at our upcoming FUSE 2016 Conference in Miami this spring. Dan will also be dialing in to speak with the very esteemed members of our FUSE community. Our goal is to share insight, promote design-thinking and hopefully inspire anyone interested in branding and design as it relates to strategic vision. 

In this session of FUSE Calls, Stephen shared tips on how to write a resume that will get you noticed.

“If you don’t have the ability to treat yourself like a brand, to be able to step back and understand what your story is, and understand where you want to go, your resume is not going to get noticed,” said Stephen.

He went on to say, “The world is full of people who can make pretty pictures. What do you bring to the team? What is your value? How are you different? That’s what gets great jobs, that’s what gets great salaries, that’s what gets great positions – people who can articulate that.”

To listen to the full podcast, click here: http://bit.ly/1RDThDv

To download the interview transcript, click here: http://bit.ly/1UYjeDe

Want to hear more on the topic of storytelling? Don’t miss FUSE 2016 April 4-6 in Miami, FL. For more information about the conference or to register, visit the website: http://bit.ly/1UlaLJy

Interviewer Dan Madinabeitia is Creative Director and Brand Advisor at Informa, the Global Information Corporation responsible for facilitating business events such as FUSE 2016.
Good morning FUSE community!

I'm thrilled to officially unveil the newly rebranded and redesigned FUSE in Focus Blog! It's been a labor of love over these past few months to bring you this improved design and brand strategy blog where you can find higher quality content and more visual posts - packaged into a slick and beautiful design.


Please feel free to leave comments with suggestions for new posts.

I hope you enjoy the FUSE in Focus Blog! 

Cheers,

Amanda Ciccatelli, Content Marketing & Social Media Strategist, Informa
@AmandaCicc
by Lauren Sobolik, CAPSULE

Image from Patagonia Instagram
Ah, the power of purpose; I was thrilled when I saw the theme of this year’s FUSE Conference. Way to go, IIR for bundling up the overarching theme of today’s creative industries into one all-inclusive package we can all enjoy. It certainly makes my task of blogging throughout the conference especially positive.

As a purpose-driven “millennial” myself, I can speak from a place of diligently seeking higher purpose not only in my work and client relationships at Capsule, but also throughout my personal life, and day-to-day consumables. The name of the game is herding these areas together into one cross-functional value system that’s constantly moving in harmonious tandem. This interconnected value system is the DNA of today’s generation, and in turn, the DNA of many of the brands, companies and organizations that make up our marketplace.

(I would like to point out that I dislike using the “M” word, as I strongly believe everyone should move on from talking about millennials – we certainly have). 

Nevertheless, I wanted to make the point that I'm thankful to be part of a generation that has helped shift the world of brands into a do-good society. As my Capsulite superiors have artfully engrained, brands are containers of trust; they were created to substitute the human-to-human transaction with a figurehead we can confidently feel provides us with the same product. In order to obtain that trust, brands have evolved into sophisticated models of cultural relevance. From the Mad Men era of controlled advertising, to Hollywood-inspired branded content and celebrity endorsements, brands evolve to meet us within our culture.

So what’s the current culture of today? Well, aside from our embarrassing obsession with the Kardashians, I’d say most of our generation’s motivation comes from championing the good things in life. Enter, the purpose culture.

Whether it’s reporting a company’s sustainability practices, showcasing a product’s health claims, or redesigning your office space to support employees’ mental and physical wellness, today’s consumers are constantly asking the question, “How are you contributing to the greater good of our society?” If your brand can’t satisfy that question (and satisfy honestly…we sniff out the liars) we’ll most likely move on to the next product or company in line. This purpose-forward communication platform is pulsing through every industry, from lifestyle consumer brands to internal operations and HR of large corporations.

I’m not implying generations before us did not strive to seek higher purpose; their discipline and no-nonsense standards for right and wrong will always have much to teach us. Our generation just gave everyone permission to inject this quest for good into the 9 to 5, and begin challenging the norm that would have previously solicited the response, “because that’s just the way it’s always been.”

A good friend of mine – one who often brings my glass-half-full attitude back to reality – reminded me that purpose for the sake of purpose is merely sentiment. Therefore it’s my hope for this purpose-driven economy that we continuously define and find validity in our missions in order to create real and appropriate impact. 

I’m excited to observe and learn how others are extending this into their lines of creative work at this year’s FUSE Conference.  I’m hoping for some quality purpose-building time, challenging design discussions, and possibly morning yoga sessions. Deal?

See you soon, Miami.


Lauren Sobolik
Account Manager,
Capsule
Snapchat @laur2.0 *follow our FUSE coverage!
Twitter / Instagram @laurensobolik

FUSE Muse
March 4 | Mauro Porcinisocial links

lost in thought
with Mauro Porcini

SVP & Chief Design Officer, PepsiCo

I’m inspired by the elegance of Audrey Hepburn, the theory of love of Plato and the magic of the microcosmos.

To me, brilliant is a clever solution that shines from within.

My favorite app is UBER - changing the transportation industry.

When I’m having creative block, I take a walk and simply look around.

My favorite brand is relevant, beautiful, elegant, kind, sustainable, and memorable.

My favorite color depends on the substrate it is applied to: the deep black of stylish clothing and cars, the light blue of beautiful eyes and of the sea, the ice white of my Italian Alps and of a pure flower. And more. We have an endless palette to choose from, why to limit ourselves to one color?

My dream project is every one I am fortunate to run right now.

The best advice I ever received was to be curious 24/7, pay attention to every detail and question its beauty and its meaning. And nobody ever told me anything like this…I have just extracted this truth by observing the behavior of the most brilliant innovators and entrepreneurs.
photos
The very next thing on my to-do list is to fill everything I do with broader purpose. Every moment, every day.

My dream collaborator is kind, clever, confident, humble, and curious.

I think the Kardashians are one of the most extreme expressions of today’s pop culture.

At least once, everyone should reach the top of a mountain and listen to the silence up there, blending soul and nature into one thing.

The best way to unwind after a long day is a massage or being with your spouse or reading a book. Or a massage with your spouse while reading a book.

If I had a one year sabbatical, I would tour the world on a sail boat and reach places that only a boat can reach.

The most overused word in meetings today is Design Thinking. Thank God. Whatever meaning you assign to those two words, they are elevating design to the executive suite. So, designers, let’s stop complaining about the abuse of these words and let’s leverage them to show the business world what design can IMAGINE, conceive and “do”.

At FUSE 2015, I can’t wait to share, connect and learn.

At the moment, I’m obsessed with #puppymonkeybaby.

As of now, I’m totally over design that doesn’t build business value and mass consumer relevance.

I’d define my personal style as eclectic and spontaneous.

My tools of the trade are strategic thinking, design vocabulary, business understanding, unexpected shoes, and body language with heavy use of hands.

The biggest thing that has changed since I started in the industry is the rise of social media.

I’m happiest when I find purpose in what I do.

I lead by doing, sharing.

I wish I could fly and teleport myself.

I’m proud that PepsiCo is embracing design holistically as a strategic asset to drive innovation and growth.

My playlist is built daily by capturing with Shazam the most eclectic and inspiring songs I bump into and then transferring them to Spotify.

You can usually find me anywhere you are: I am always online.

The last stamp on my passport was China.

The next stamp on my passport is Italy.

When I look back on my career I have no regrets and beautiful memories.

I still hope to keep building fragments of happiness for people in the world, by imagining and creating moments of joy, of comfort, of convenience, of safety, of peace, of fun and of health in their life.
© 2016 IIR Holdings, LTD. All Rights Reserved.
Buy your tickets today before they sell out!

Join the greatest minds in branding and design at FUSE: http://bit.ly/1L6FSHq

Before we know it, the time will come to unite in Miami for FUSE.  Fuse has been artfully crafted to meet your educational needs, fuel your inspiration, engage your senses, and facilitate deep connections. This year's event is on track to sell out and you don't want to miss our opportunity to join your community of like-minded peers at the Nobu Eden Roc.

You are invited to join FUSE conference chairs John Silva and Cheryl Swanson as well as your design, brand, and marketing peers from these companies already signed on:

3M
3TC Design
Ampacet Corporation
Art Lithocraft
Arthur Schuman
Azamara Club Cruises
BBC Worldwide
BBMG
Beardwood & Co
Bedford Industries/ElastiTag
Best of Breed Branding Consortium
Blue Marlin
Bluespace Creative
Booz Allen Hamilton
Brand Opus
Brand Union
BucketFeet
Bulletproof
Burt's Bees
CBX
Church & Dwight
Chute Gerdeman
Cisco
Citi
CIULLA ASSOC
Colgate-Palmolive Company
Coloplast
Concierge Auctions
CVS/pharmacy
Diadeis
Digimarc Corporation
Digitas
Dragon Rouge
DuPuis
Elmwood
Estee Lauder
Firmenich
First National Bank
Florida Blue Cross Blue Shield
Fuel Insights
FunctionFox
FutureBrand
Gatorade
General Motors
HLP Klearfold
Hotspex
HP Inc.
Interbrand
J M Smucker Co
Johns Hopkins University
Kick
KNOCK
Kraft
Labbrand
Land O'Lakes
Marriott International
Mary Kay
Mayo Clinic Center for Innovation
Mayo Clinic Office of Population Health Management
McCain Foods Canada
Multivista Systems
Nestle
Nestle Health Science
Nestle Nutrition
NOAA Coastal Services Center
Northwestern Mutual
Office Depot
PepsiCo
Pfizer Consumer Health Care
PI Global
Pigeon Brands
Post Consumer Brands
PPG Industries
R J Reynolds Tobacco
Red Hat
Reebok
Ritz-Carlton
Russell Stover Candies
Sagmeister & Walsh
Sargento Foods
ScorCreative at Amcor
Scripps Network
SGS International
Shinola
ShopAtHome.com
Siegel+Gale
Signals Group
Smart Design
SmartThings, Inc. (a Samsung company)
Soulsight
Sony Computer Entertainment
Starbucks Coffee Company
Stryker
Sun Chemical
Supervalu
Swerve
Synchrony Financial
The Big Picture
The Center for Creative Emergence  
The Cosmopolitan of Las Vegas
The Estée Lauder Companies
The Future hunters
The Home T
The Luxury Marketing Council
Toniq
TPN
Tupperware Brands
Unitron
University of Cincinnati
Univision Communications
VF Corporation
Virgin Hotels
VSA Partners
Wallace Church
WD Partners
Webb deVlam
Williams Murray Hamm
Winthrop & Weinstine
WR Hambrecht Ventures
Wrigley (Mars)

Download the brochure to see the full program: http://bit.ly/1L6FSHq

Use code FUSE16BL for $100 when you register: http://bit.ly/1L6FSHq

We hope to see you there!

Cheers,
The FUSE Team
@NextBigDesign
#FUSE16

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