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  • Posted by: Vandana Ayyar on Tuesday, July 29 2014 05:12 PM | Comments (0)

    World Changing Speaker Series

    Interbranders gathered to watch Yash Egami, Director of Content at The One Club, as he spoke about new trends in advertising, design, and digital.

    Interbrand New York picked up the World Changing Speaker Series right where it left off last year, by bringing in front-runners from a variety of industries. The series provides a space for these leaders to talk about their line of work and give insight into their successes, goals, and what has led them to their profession.

    What was originally a platform for professionals to network, has now transformed into a stage for creative minds, from fields different from our own, to share their stories, energy, and inspiration.

    This year, we have been excited to host:

    World Changing Speaker Series, 09/20/14: Stephen Messer, Co-Founder and Vice Chairman, Collective [i]

    Stephen Messer is the co-founder and Vice Chairman of Collective[i], the first Big Data network built around technology that delivers enterprise-wide analyses curated and developed by the world’s leading data scientists. Prior to Collective[i], Stephen, along with his sister, Heidi Messer, founded, built, and managed LinkShare Corporation until its sale in 2005 to Rakuten for $425 million. Stephen has been recognized for his contributions in the marketing industry and spoke with us on September 20th about what led him onto this path.

    http://instagram.com/p/efo-PvBW6g/?modal=true

    World Changing Speaker Series, 10/25: James Wu, Head of Branding and Creative, Acumen 

    Brooklyn local, James Wu, spoke about his role as the Head of Branding and Creative at Acumen, a non-profit organization whose mission is to change the way the world tackles poverty by investing in companies, leaders, and ideas. Since its founding in 2001, Acumen has invested $83 million in 75 companies throughout South Asia and Sub-Saharan Africa, creating 58,000 jobs and impacting more than 100 million lives. James led a global rebranding of Acumen, including a strategic renaming and repositioning of the organization, the co-authoring of a new mission statement and manifesto, the development of a new logo and visual identity, and the production of a new website. The rebranding received praise from the likes of Richard Branson, Seth Godin, Creative Review, Design Week, and Brand New. James’ work in many facets of the advertising industry led him to his position at Acumen. Work he has produced for Acumen has been featured by YouTube, ABC News, GOOD, Design Observer, Core77, Brain Pickings, and Swiss Miss. To learn more about Acumen, visit: acumen.org. 

    World Changing Speaker Series, 12/06: Yash Egami, Director of Content, The One Club 

    Yash Egami is known for his role as the Director of Content at The One Club, which is a non-profit dedicated to recognizing excellence in advertising and promotion. They have four awards a year and James came and spoke with us on December 6th about the new categories in this year's One Show. He also discussed some of the trends in advertising, design, and digital that were evident in the work of last year's winners. From watching contestants’ inclinations to seeing what judges and audiences are attracted to, James has a clear view on what’s hot in advertising and how the field is evolving. His presentation included long-format commercials, case study films, and big ideas that inspired new waves of creativity. To learn more about The One Club, visit: oneclub.org.

    World Changing Speaker Series, 02/07: Tucker Viemeister, Industrial Designer and Owner, Viemeister Industries

    Tucker Viemeister is famous on the shelves of your home and favorite stores for his industrial design and creative solutions. Best known for the OXO Good Grip kitchen tools designed with Smart Design (a company he helped found in 1979), he has been both wildly successful and wildly innovative throughout his career. He is a multidisciplinary industrial designer—his firm, Viemeister Industries, explores creative solutions without borders. From traditional to new media, he designs things, places, and experiences for clients such as Apple, Coca-Cola, Cuisinart, Black & Decker, Viking, J&J, Timex, Levi’s, Phat Farm, Joe Boxer, Nestlé, Unilever, Motorola, Toshiba, Sharp, Seibu, Toyota, Nike, Knoll, Steelcase, Kate Spade, JetBlue, Cosmopolitan Casino, Yotel, Venice Biennale, and the NYC Board of Education. Tucker’s work is displayed in MoMA and he has earned many prestigious awards, including the first Presidential Design Award. He teaches at Parsons, writes, holds 32 utility patents and is the Vice President of the Architectural League. To take a look at his work, visit his website: tuckerviemeister.com. 

    World Changing Speaker Series, 02/21: Michael Zakarin, Musician and Entrepreneur, The Bravery

    Michael is known for his experience in the entertainment industry, having worked ten years on both the artistic and business sides of it. After graduating from Georgetown University, he returned home to New York City to pursue a career in the music business. He worked in the marketing and video department of a major record label during the day, and at night he wrote music and rehearsed with the band that would become The Bravery. Michael’s gift for detecting fundamental shifts in the music industry has allowed him to create success both on and off of the stage. His band released three albums on a major label, achieved two gold records, three top ten radio singles, and toured over 50 countries—but he also led the group’s marketing efforts and managed the band’s brand equity. He explored and introduced new channels to promote his music and marketed his band as an entirely new brand. Michael continued to pursue his interest in entrepreneurship and growing brands, co-founding a company that links investors with early-stage technology startups. To learn more about The Bravery, visit: thebravery.com.

    World Changing Speaker Series, 03/14: Cedric Terrell, Photographer and Owner, Cedric Terrell Photography

    Cedric is both a seven-year Marine Corps veteran and a rising star in the photography scene coast to coast. His style encapsulates social norms and then quickly shatters them. He sees photography as a form of empowerment for his subjects and clients. From headshots and lifestyle spreads to fashion and commercial shoots, Cedric has catapulted Cedric Terrell Photography to an internationally recognized brand that¹s been featured in an array of critically acclaimed publications. Cedric spoke with us about his experiences on March 14th.  For more information about Cedric Terrell Photography, visit: cedricterrell.com.

    World Changing Speaker Series, 04/11: Tim Riley, Director of Online Experience, Warby Parker 

    Tim Riley is the Director of Online Experience for Warby Parker, where his goal is to make shopping for eyewear online as easy and fun as possible. He spoke to Interbrand about Warby Parker’s earlier days and the feasibility of its still-evolving business model. Prior to Warby Parker, Tim had been working on enhancing the customer experience for many products and clients. Tim has been developing strategy for clients such as Volkswagen, Audi, Walgreens, and Kaplan University, aiming to engage consumers and enhance the overall customer experience. For more information about Warby Parker, visit: warbyparker.com.

    World Changing Speaker Series, 04/25: Ermin Siljkovic, Manhattan Recycling Outreach Coordinator, GrowNYC

    Ermin Siljkovic spoke to Interbrand about his time growing up in New York City. Ermin has always wondered how communities can cooperate to make life in the big city a more wholesome experience. His passion continued to grow throughout school and even more so when he began working at GrowNYC, where he helped set up recycling programs in New York City Housing Authority buildings. Ermin is currently working with building residents and managers throughout Manhattan to devise effective strategies for diverting waste from landfills toward reuse, recycling, and compost. Taking a community-by-community, block-by-block, building-by-building approach, Ermin Siljkovic of GrowNYC’s Office of Recycling Outreach and Education strives to inform NYC residents not only on the “how-tos” of recycling but the “whys” and the importance of understanding waste as it relates to our health, economic, and environmental well-being. For more information about GrowNYC, visit: grownyc.org.

    World Changing Speaker Series, 05/09: Drew Chafetz, Co-Founder and CEO, love.fútbol

    Drew Chafetz was born and raised with a soccer ball at his feet. His family helped nurture his love of the sport by taking him to see games in many nations where he was also exposed to many cultures. In 2005, while traveling through a remote town in Morocco, Drew came across children playing the game he loved under dangerous circumstances. The following year, Drew put his business and economics degree (and his heart) to the test and went on to co-found and run love.fútbol, a nonprofit/social enterprise that partners with and empowers underserved communities to create simple soccer fields for youth. This nonprofit creates safe places for kids to play the game and stay active. love.fútbol has catalyzed fifteen community-driven soccer field projects throughout Guatemala and Brazil, which all serve as hubs for social programs and enterprise, providing a safe place to play for over 13,000 youth. For more information about love.fútbol, visit: lovefutbol.org

    After such a successful series, we are anticipating another motivating set of speakers this upcoming fall. 

    Vandana Ayyar is Interbrand’s Marketing Coordinator, North America.

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  • Posted by: Interband on Friday, July 25 2014 11:38 AM | Comments (0)

    Corporate Citizenship

    From more sustainable sourcing to social innovation, companies are doing more every day to create positive social change and sustainable solutions—and consumers are increasingly “rewarding” brands that take social responsibility seriously.   

    Super Market News reports that American supermarket chain, Safeway Inc., has made great strides in its efforts to sustainably source all fresh and frozen seafood by the end of 2015. The brand is already more than halfway to its goal, proving its leadership as a sustainable seafood retailer. In addition, Safeway has saved over 75 million gallons of water, eliminated 300 million plastic bags, and donated 72 million pounds of food.   

    Speaking of plastic bags, the infamous question of “paper or plastic?” may soon be a thing of the past. According to PackagingDigest.com, standard materials are being replaced with non-toxic, lower weight, biodegradable, reusable and recyclable alternatives. Also, bio-plastics are showing a growth rate of more than 20 percent with production expected to increase from 1.39 million tons in 2012 to 6.18 million tons by 2017. Why? Because packaging influences purchasing decisions—and more consumers are showing a preference for sustainable materials and design.   

    Picking up on the real-world solutions trend, Eco-Business reports that more organizations are moving beyond donations and philanthropy. Instead, they are becoming actively involved in projects that benefit business and have a positive social impact. Whether showing a focused commitment to a particular issue through a corporate foundation or embedding CSR into company operations, CSR programs and foundations boost employee morale and enhance corporate reputations. And the choice does not have to be one over the other—a greater CSR strategy can work simultaneously with a foundation.   

    As these efforts illustrate, businesses are doing a lot to give back—but are they doing enough? According to the 2013 UN Global Compact-Accenture CEO Study on Sustainability, as Sustainable Brands reports, two-thirds of CEOs admitted that businesses could be doing more to address sustainability challenges. Although CEOs see engagement with consumers as the single most important factor motivating them to accelerate progress on sustainability, they are often out of step with what motivates consumers to make responsible purchasing decisions.   

    To engage more effectively with consumers, companies must close the gap between performance and perception, according to Interbrand’s annual Best Global Green Brands report. Commenting on the report, Vikas Vij of JustMeans.com said, “The consumers of today hold the world’s top brands to an exacting standard and expect these brands to act responsibly.” As Interbrand’s research indicates, reducing the gap between socially and environmentally responsible business practices—and consumer perception of those practices—is critical to building brand value.   

    To find out more about the value of Corporate Citizenship, be sure to check out this month’s installment of Closing the Gap!

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  • Posted by: Lindsay Beltzer on Wednesday, July 23 2014 12:34 PM | Comments (0)

    Josh Feldmeth, CEO Interbrand North America

    Josh Feldmeth has been named CEO of Interbrand North America.

    Congratulations to Josh Feldmeth who has been named CEO of Interbrand North America. Josh’s promotion comes after serving as CEO of Interbrand’s New York, San Francisco, and Toronto offices since 2013. He succeeds Lee Carpenter, who is leaving Interbrand after 12 years.   

    Since joining Interbrand in 2002, Feldmeth has led brand engagements for clients including UPS, AT&T, and GE, among many others. As a noted expert in branding and business consulting, media outlets such as CNBC, Bloomberg TV, Advertising Age, and Mashable have sought his expertise on hot topics such as J.C. Penney’s market bounce back, the “branding” of the Republican Party, the personal brand of Stephen Colbert, and more.   

    Discussing his promotion, Feldmeth said, “Interbrand has been my professional home for over a decade—and for a good reason. I believe in our service offerings, our commitment to clients and, and above all else, our people. This is an exciting time for our business. It's a moment of transition when, more than ever before, we have the opportunity to help clients drive meaningful innovation and create world-changing experiences.”   

    Josh Feldmeth, Lee Carpenter, and Jez Frampton

    CEO of Interbrand North America, Josh Feldmeth, standing with Interbrand's Global CEO, Jez Frampton, and Lee Carpenter.

    More on Josh’s appointment can be found in the official press release.

    Connect with Josh on Twitter @joshfeldmeth.




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  • Posted by: Bethany Kelsall on Monday, July 21 2014 06:05 PM | Comments (0)

    London Bridge

    After receiving the very exciting news that I had won a D&AD Best of Year Award, I received an equally exciting invitation to apply to a competition that Interbrand was running for D&AD winners. With a chance to win either a 1-month internship in the London office, or a 3-month internship with 2 months in London and 1 month in another European office, it sounded like an incredible opportunity to see more of the world and grow professionally.  

    Needless to say, I was absolutely thrilled when I learned I had won the competition and got the 3-month internship! I couldn’t wait to go to London and get acquainted with the creative and strategic minds at Interbrand.   

    Interbrand London office

    Interbrand's London office (Each of the meeting rooms are named after the street locations of different Interbrand offices).

    I started in London at the beginning of May—welcomed by “the queen” out on the terrace, no less! Now I am in my last week at the London office, and I can’t believe how the time has flown. Having an interest in branding and a desire to work in the industry, my experience at Interbrand has given me a taste of what it’s really like to work in this creative business.   

    The Queen

    "The Queen" on Interbrand London's terrace.

    My time here has been so memorable and I have learned so much. Even the building that houses the Interbrand office is rich with history—it was once a hotel where the people who would be boarding the Titanic stayed the night before their fateful voyage. London is a place steeped in history, which is fascinating—but what really made my experience here brilliant was my work with the design team and the amazing people I’ve met at Interband.   

    The design team embraced me as one of their own and got me directly involved in live projects as well as internal work for the company. In my first week, I took some photographs of the latest InEdit publication that the London office produces. You can see InEdit online here.  

    InEdit The Retail Issue    

    There is one project in particular that I have really been able to sink my teeth into and I have loved every minute! It involves the rebranding of a bank in Asia. I have been carrying out audits, researching the current brand identity, and working with other creatives and a strategy team on the rebrand.   

    Most recently, I have been exploring different territories for the brand and have designed initial design concepts for each territory, visually exploring the different directions the brand could take. I have been so pleased to have to chance to work on this project and I know the end result will be a great success. Having the opportunity to see a project from the very beginning stages through to the design process and being part of the team (attending meetings and being present for discussions with clients) have all been part of my real-world education.   

    Another educational perk at Interbrand are the incredible guest speakers. During my time in London, I’ve been fortunate to attend two talks and both were very inspiring and interesting. It was great to get the chance to listen to designer Jason Bruges, who creates bespoke interactive installations for a diverse range of clients, and Decoded, proponents of “digital enlightenment” strategy. Both talks opened up my understanding of the digital world and its creative possibilities.

    Interbrand London—what an experience it has been! But my internship adventure is not over yet. Next stop? Madrid!  

    I am extremely excited about the next chapter of this unfolding journey and can’t wait to experience more in yet another country. In London, I have loved it all—and I’m sure I will love Madrid just as much!  

    Bethany Kelsall is an intern with Interbrand in London and Madrid. You can follow her on Twitter @beth_kelsall.

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  • Posted by: Michael Mitchell on Tuesday, July 8 2014 01:09 PM | Comments (0)

    Michael Mitchell joined Interbrand’s Verbal Identity team in New York as a Creative Writer 4 years ago. His daily work with the Verbal team included a blend of copywriting, strategic messaging, tagline development, name generation, and more. Upon learning that he could take these skills and apply them internationally, he joined our global mobility program. Below, Michael answers a few questions about the program and his adopted city, Singapore.

    What initially led you to want to transfer to Singapore? What were you hoping to take away from the experience? 

    I wanted international business experience and cultural immersion. Interbrand has 30+ offices, so it seemed there would be plenty of opportunity to work abroad. As an English-speaking Verbal Identity consultant, I knew I would have to transfer to a market that worked primarily in my native language. In that regard, the Singapore office was an option. I'd already met two members of the Singapore team while at Interbrand Academy in Korea, so it felt perfect.  

     IB Singapore 

    Has anything been surprising to you about your new city?

    Singapore is on the equator, and it’s very hot—every day. So, the joke is that Singapore has the world’s best air conditioning, and it’s true! Every building you step into is ice cold. It’s impressive, and slightly scary.   

    What advice would you give to others who are interested in global mobility? 

    Do it. As I got on the Singapore Airlines flight leaving New York, I was unsure, intimtidated and frightened—and that’s how I knew I’d made the right decision. The business opportunity and cultural immersion has allowed me to grow, learn, and push myself in ways I never thought possible. Anyone who takes advantage of global mobility opportunities at Interbrand is bound to have an incredible, life-changing experience.  

    Singapore streets

    What do you like best about your new city? 

    Singapore is a sparkling melting pot. It’s modern and lush, with a wonderfully diverse population. And with all that human diversity comes an amazing variety of food—this is a playground for foodies!   

    What specific projects have you been able to work on? 

    The Singapore office services the entire Southeast Asia region. As a result, I’ve been able to do work for clients from Thailand, Indonesia, Brunnei, and Malaysia, as well as for Northern Asia brands from Japan, South Korea, and China. I was fortunate to be part projects in Sydney, Australia as well. The work has ranged from brand voice and messaging to tagline development and naming work. I also published a Verbal Identity article in a regional marketing magazine!   

    Singapore city view

    What is most valuable idea you have discovered thus far? 

    We’re all a lot more similar than we are different. I believe in market analysis, audience segmentation, and big data—but being immersed here has made me realize that, while cultures differ, people are people at the end of the day. The most successful brands know that. Brands that can tap into universal human themes and sentiment can thrive globally.   

    Singapore team     

    Michael Mitchell is a Creative Writer and Verbal Identity consultant working at Interbrand’s Singapore office. 


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