It is a beautiful crisp morning in Chicago and Fuse started out with a visceral and compelling presentation from Fred Kleisner of the Morgans Hotel Group title “The World Needs Interesting.” It was a fascinating and compelling look at the brands of the sexy boutique hotelier.
What followed was a panel conversation that was moderated by Stephen Dupuis of the Dupuis Agency and included: Kristen Lynch, CMO – Quaker Food & Snacks; John Denham, VP of Design – Kraft Foods; Bobby Calder, Professor – Kellogg School of Management, Northwestern and Moira Cullen, Senior Director of Global Brands – Hershey. It was a fascinating conversation titled, “Through the Keyhole: The Inexorable Link between Design & Marketing.”
The lively conversation included fascinating moments of respect for Private Brands. With
Kristen Lynch, CMO – Quaker Food & Snacks commenting on the emergence of Private Brands, “I would like to see all of us obliterate the language of private label, we have to view them all as branded competitors. (The question becomes) How do we compete in that new branded worlds.”
And in a subsequent interview with Cheryl Swanson of Toniq and Phyllis Aragaki the Creative Director of Target, Cheryl asked Phyllis what her favorite project at Target has been and not surprisingly for the Creative Director at Target Private Brand was her answer. “We worked with Wolff Olins and reinvented the Up & Up brand, it felt like such an untapped potential and eventually our took it over and executed all 900 sku’s. I particularly loved it because of the combination of strategy and design and its impact across the store.”