NY Brand Lab Radio | Dan Formosa

The world of branding has flipped. FYI Defining a brand's message is no longer managed from only the top. Now, it's being determined from the bottom. Yup. That means people like you and me are scrutinizing, and crafting the messaging around brands, like never before. What's a company's best resource? To create better products & services. (Otherwise, they’re toast.) That’s where Dan Formosa comes in. A consultant in design, Dan has developed products and services in a wide range of categories (you probably have a few in your kitchen, garage, office.) FYI Dan was a member of the design team that developed IBM’s first personal computer. In 1981 he helped form Smart Design, a group based on the idea that design is about people, not things. His work on OXO Good Grips kitchen tools is unprecedented. The interface he created for XM established the standard for satellite radio in the US. He played a key role in conceiving SmartGauge, an instrument cluster for Ford’s 2010 hybrids, an innovation for the auto industry. In healthcare, he has rethought products (from everyday consumer items to surgical equipment.) Dan helped create the new Masters in Branding program at the School of Visual Arts in NYC. He lectures worldwide, writes frequently about design methods and the physical and emotional aspects of design & innovation. He appears in the 2009 documentary film about product design, Objectified.With a background in product design, he holds a Masters & a Ph.D. in Ergonomics & Biomechanics. Find out more www.danformosa.com; smartdesignworldwide.com