Stefano Giovannoni, Architect/Designer of Giovannoni

Value Creation by Design and Brands Speakers: Stefano Giovannoni, Architect/Designer of Giovannoni Design SRL, Peter Schreyer, Chief Design Officer of Kia Motors Panelists: Kevin Keller, Professor of Dartmouth College, Tuck Business School, Patricia Moore, President of Moore Design Associates

Peter Schreyer, Chief Design Officer of Kia Motors, was responsible for the design of such cars as the New Beetle, and the Audi TT.

To illustrate the importance of design in the automotive industry, especially in the design of a brand and its identity, Schreyer used Kia Motor Company as a case study. In the past, typical brand drivers have been factors such as technology, safety, and excellence in motorsport. Even today, the same perception exists as these companies have taken good care to maintain and nurture them. However, Kia, as a relatively new brand on the global market, does not have an image, Schreyer argued. If Kia does have an image, it is at best a faceless one, at worst, a budget brand.

Schreyer laid the steps he took to create a specific brand identity for Kia that the consumer could love. The solution came from design. The first step for the new Chief Design Officer would be designing a new “face” for Kia’s automobiles. The next step would be to design a whole vehicle that could connect with the consumer on an emotional level, as opposed to a functional one.

To achieve this, Schreyer said that Kia set up three design centers on three countries: Korea, Germany and America. The designers from each country collaborated with one another, creating a true cross-cultural design experience. The final outcome of this project was the Kia Soul- Kia’s new brand icon. According to its creator, the Soul is an “emotional product”, a car in which “the customers check the colors and options before they check the price.”

“Communication through Design” was the theme of Stefano Giovannoni’s presentation. He said that the designer’s main job was to communicate to the end-user through the design of the product. He showed how he had managed to achieve this goal through his work with Alessi, one of Italy’s most recognizable brands.

Giovannoni showed several examples of cute, whimsical products. Although he ran the risk of lowering the value of design, the designer realized that design had always been too intellectual. He designed these fun products in an effort to “open the design language to normal people.” His first design, a serving tray, proved a runaway success. It is still in production after 20 years with over 7 million sold. He attributed his success to the design of his products, a design that manages to touch the emotions of everyone.

Kevin Kelly, Professor of Dartmouth College, Tuck Business School, commented on two points. First, the role of design in marketing and branding is inseparable. Design allows a brand to be unique, and provide differentiation. Second, good design works on both a rational and emotional level. “Both the head and the heart must be affected” he said, and this may be achieved by a product that affects all five senses.

Patricia Moore, President of Moore Design Associates, focused on the realization that the power of design must be used not for just the young and trendy, but also for non-traditional groups, such as the elderly and disabled. She illustrated the point through her design of the “Oxo” line of kitchen utensils. This range of products was designed, with the help of the elderly, after four years of research. Because “Oxo” was not introduced as a ‘silver’ product, the design won the top 10 sexy new products award in its first year. Consumers were surprised when they later realized that the product had been designed for the elderly. Moore stated “consumers have different levels of abilities and design has to take charge.”