Brand Packaging

Left Brain, Take Five

July 1, 2006
Left Brain, Take Five
Jennifer Acevedo,
Editor-in-Chief
In the 1980s, Gordon Gecko told us that greed was good. The pinnacle of success was a cowboy stockbroker in an Armani suit. And justification for higher education consisted of a Porsche parked next to a DeLorean parked next to a Ferrari in a three-car garage.
In the 1990s, Bill Gates taught us that an unassuming computer nerd with a Machiavellian flair could rule the world. A razor-sharp mind with a master plan helped this college dropout become one of the most powerful men in the world.
But as we approach the second decade of the new millennium, our economy and the way in which consumers purchase goods and services are changing. So says Dan Pink, author of Whole New Mind and keynote speaker at BRANDPACKAGING’s Packaging that Sells IV conference.
As we transition from the age of information to a conceptual era, Pink asserts that a different kind of person will comprise the business elite. Instead of the left-brained, analytical “knowledge worker”, the organizations of the future will be powered by business people of a whole new mind: designers, artists, storytellers.
“It’s no longer sufficient to create a product, a service, an experience or a lifestyle that’s merely functional,” Pink writes. “Today it’s economically crucial and personally rewarding to create something that is also beautiful, whimsical or emotionally engaging.”
In his keynote address, Pink will share his insights into how to infuse design thinking into your organization and will open your mind to a provocative and urgent new way of thinking about a future that has already arrived. Packaging that Sells IV: Power Your Brand through Packaging will be held November 1+2 at Chicago’s McCormick Place (for more information, please visit www.packagingthatsells.com or call 800.337.8989).
This year, we’re co-locating with Pack Expo International, and will offer an unprecedented opportunity for you to interact with other brand marketers, designers and thought leaders involved in a range of functions to explore the “beauty, whimsy and emotion” of your business and, of course, the increasingly vital link between packaging and the brand. I hope you’ll join us!