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Don Watt is chairman and CEO of DW+Partners,
a Toronto-based firm dedicated to helping companies
improve their brands and performance. Don is recognized
as a master of retail strategy with a track record
to prove it. He founded and led Watt International
until June 2003 – one of the largest strategic
planning design firms in North America. He is best
known for providing innovative retail solutions
for clients such as Home Depot, Safeway, Loblaws,
Nestle and Kraft. His accomplishments include development
of the brand, stores and No Name and President's
Choice product programs for Loblaws, and design
of the Wal-Mart brand.
Strategies: Who is my audience?
"Many of yesterday's rules don't work today. Clinging
to existing patterns hampers attempts to effect
meaningful change."Don Watt says there are critical
challenges to understanding today's audience, one
that keeps taking different paths, driven by either
external forces or natural evolution. Designers
must learn to "read" their clients' consumer/customer
mindset far enough ahead and adapt their communication
design solutions to address those new needs or wants.
Don introduces the challenges facing designers and
provides insight into how design and technology
need to adapt to reflect the life and the world
of customers.
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