On the 12 of April at Central House of Artists (ЦДХ) took part a traditional Branding day – one of the main industry events organized by Russian Association of branding companies as a part of “Design and Advertising” exhibition.
This time the program was divided into three thematic sections: strategy, brand identity and trends. One of the key speakers of the Strategy block have become the creative director of DDVB Dmitriy Peryshkov and strategic director Dmitry Strukov.
Speakers shared with numerous guests theirs vision of what should be the right way in process of goal-settings in branding project and how brand strategy is connected with other levels of strategic planning in organization. And why even very attractive identity and spectacular creativity can be "a failure" when branding agency tries to answer the question “How” instead of “Why”.
Experts arguments were supported – as a confirmation of DDVB’s position there was concrete statistics given. The numbers showed an effect of released projects of DDVB, in which we tried to answer the question “Why”.
According to reaction of the audience, the speech was interesting and lively – a lot of questions were asked and some discussions took place at the end of the section.