Event Summary

This year's third and final discussion in The "Business of Design" series took place on Wednesday, November 15th at the Alliance Francais. Luis Andrade, creative director of Motorola's Global Image Design Team, was the guest speaker for the event moderated by Joseph Michael Essex.

As creative director, Andrade is instrumental in creating of all aspects of the Motorola brand strategy and in ensuring brand standards are upheld throughout Motorola retail environments world-wide.

One of Andrade's main challenges is negotiating the integration of brand strategy and retail. "In retail, everything has to pop. To me, everything will explode one day. Everything has to be ten times bigger... people just can't focus on one thing." He has worked around this challenge by offering financial incentives for franchise owners and by involving a diverse group of Motorola employees in brainstorming sessions called "hot houses." Through this discipline, Motorola has been able to promote a cohesive brand in stores located from Shanghai to Moscow to Chicago.

This event was sponsored by Appleton Paper and the L.P. Thebault Company.