Online retail marketing network, pop.net, has tapped David Lemley as the site’s first retail brand strategy expert for its Insights section. Lemley’s recent brand strategy article, Authenticating the Brand: A Miracle Far Beyond the Capacity of an Ad Campaign, has been republished in the newly launched Insights section, with permission. It was first published in Lemley Design’s newsletter, BrandTail.
David Lemley’s expertise, and that of his consultancy, Lemley Design Company, has been tapped by POP Online to cover trends and insights pertaining to brand strategy and package design with a particular emphasis on retail brands.
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The Design Management Institute (DMI) commissions David Lemley to write an article for their Spring 2008 Review, to be published in July 2008.
The article, The Road to Authentic Brand is Littered with Design, discusses Lemley’s opinion of the essentials needed to navigate the intersection of Brand building, business strategy and design.
“Brand strategy requires a new business model,” writes Lemley, The old model, which we can call Compliance, involved decisions by committee, a sink-or-swim culture, and top-down ideas handed out by management and imposed upon employees. The result: a brand that nobody will hate.
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I was recently interviewed by Chris Butler of New Fangled Web factory. My favorite Q&A is below.
What fascinates you about the web?
Pseudo-Instant gratification. Access to information and the sense of control it affords (looking up people on Facebook or Linked-In prior to a meeting, changing flight times from PDA, making dinner reservations from the taxi, not to mention its revolutionized holiday shopping).
CB: What would you change about it?
DL: I would add a food replicating device like on the original Star Trek. Then it truly would be instant gratification.
This was really fun and created Our First Digg thanks Chris.
Read the interview here
