CHICAGO, IL - Brandimage, a leading global consultancy of brand equity architects and designers of brand meaning who create brands that drive brand performance, announced today that Rob Swan, senior vice president, executive creative director, will present “Decoding the Design of Motivation” at the FUSE 2014 Conference, April 7-9, 2014, Chicago.

The world’s most respected conference in the brand strategy and design community, the 18^th annual FUSE conference explores design as a strategic lever and invaluable asset in building better brands and more meaningful relationships with consumers. With One Collective Voice, FUSE becomes a forum for all to share stories, inspiration and best practices.

Swan will address the elite group of brand strategists, designers and key decision makers in the fields of marketing, branding, media and advertising on elevating Design beyond what is seen, to understand how it can be used to define what is felt. Great design strikes a powerful chord on an emotional level. He’ll examine how design can incite emotions to tell stories that motivate action, brand growth, trust and loyalty. Swan will present “Decoding the Design of Motivation” at FUSE on Tuesday, April 8, 2014 at 2:45 pm CDT.

“At its best, design combines form, function and aesthetics as it tells an intuitive, immediate and meaningful story. Great design taps into human consciousness on a level much deeper than rational thought,” Swan commented. “The way that brands invite consumers to feel, trust, and buy – the story they tell at the point of transition – is a fundamental cornerstone of the consumer experience and design is a primary way that brands accomplish this.”

Swan added, “Brand experiences that are truly distinctive, ownable, engaging and memorable resonate deeply and enduringly with consumers because they are rooted in a fundamental truth.

As svp, executive creative director for Brandimage, part of the brand development group of SGK, and previously creative director for the Kimberly-Clark Corporation, Rob Swan has been a tireless advocate for the branding-building power of design – responsible for both designing and defining agency creative workflow and methodology as well as global 360-degree visual equity management for a major global CPG company. His work has earned numerous awards and recognition for creative excellence.

Also at FUSE, Brandimage will unveil an installation of creative artifacts “The Meaning of Motivation – An Exploration of How Design Establishes Trust At The Point Of Transaction and Entices People To Buy And Try.” Curated and designed by Brandimage, the creative installation will emphasize how design can create powerful meaning that makes people see ordinary branded propositions in new ways. Leveraging its global creative network, the installation will demonstrate Brandimage’s Meaningful Branding? approach and how cultural and individual perspectives come together in ideas that drive emotions – transforming brands from commodities to must-haves. The emphasis for each artifact created for display in the installation will be on how consumer emotion and perception can be influenced by design to create brand desirability.

FUSE 2014, to learn more please visit: http://www.iirusa.com/fuse/fuse-home.xml