Close

14/02/2018

Keynote speakers: Professor Norberto Chaves

DESIGN MANAGEMENT: A GAP THAT HAS NOT CLOSED. / REMAINS OPEN
Lack of training of directors in strategic design management: the case of branding.

2. Summary

The expertise of managers responsible for design management varies according to the specialization and development of each organization.

This unequal management capacity is observed even within the same entity; for example, an excellent industrial design management and a faulty brand management.

Branding is an example of this dysfunction, with serious errors in graphic design, even in big corporations. Directors’ education lacks knowledge of design management and this can be a challenge for business schools.

3. Background

Partner of “CHAVES-BELLUCCIA Branding Comunicación y Marca” (Barcelona-Buenos Aires).
Experts in Corporate Image and advisors of companies and institutions in strategies and programs in identity and communication.
Former Head of the Pedagogical Department and Professor of the Faculty of Architecture and Urbanism (UBA) and Escola EINA (Barcelona).
Visiting professor at design and architecture schools and universities in Spain and Latin America.
Author of essays on architecture, design, and communication.
Advisor in projects of institutional image of public organisms.
Jury in prizes and design competitions (Spain and European Union).
Advisor of organizations of the Spanish State in design promotion.

Leave a Reply

Your email address will not be published. Required fields are marked *