Michael Conforti, PhD, asserts that every image is an inherent expression of its cultural connotations. As a result, the most natural and coherent presentation of a brand resonates with an audience because it is in tune with this historical knowledge. Designers need a deep understanding of that imagery in order for their brands to be considered trustworthy and authentic. Dave Kuehler talks about the real-world application of Conforti’s ideas. Drawing on his work with P&G think-tank The Clay Street Project, Kuehler explains why innovation is a byproduct of healthy, multidisciplinary teams and identifies the threshold conditions that must be present for those teams to innovate.
Michael Conforti, PhD, is a Jungian psychoanalyst and the founder and director of the Assisi Conferences. Dr. Conforti is actively investigating the workings of archetypal fields and the relationship between Jungian psychology and the new sciences. He maintains a private practice in Vermont, where he also serves as a state-appointed advisor to the Board of Psychoanalysts. He has worked for the last 25 years in fine-tuning an archetypal approach to images and now brings this specialization to the film industry, where he works as a script consultant, addressing issues of imagistic and archetypal coherence. He has presented his work to a range of national and international audiences, including the C.G. Jung Institute in Zurich and Jungian organizations in Venezuela, Denmark, Italy and Canada. He authored the books, Field, Form and Fate: Patterns in Mind, Nature and Psyche and has written articles that have appeared in Psychological Perspectives, San Francisco Jung Library Journal, Roundtable Press, World Futures: The Journal of General Evolution and Spring Journal. Dr. Conforti has been a faculty member at the C.G. Jung Institute in Boston and the C.G. Jung Foundation in New York, and has also served as a senior associate faculty member at Antioch New England Graduate School.
David Kuehler currently leads the Clay Street Project, a global innovation program at Procter & Gamble. Kuehler’s background encompasses more than 15 years in the design and entertainment fields. Prior to joining Procter & Gamble, Kuehler was the director of Project Platypus, a groundbreaking product development initiative at Mattel Toys. Before joining Mattel, Kuehler was the director of creative development and programming for Robert Redford’s Sundance Film Centers. At the Walt Disney Company, Kuehler was instrumental in the design development and rollout of Club Disney, a location-based entertainment concept for families. Kuehler founded an entertainment design company and has developed television shows for Nelvana Communications and Britt Allcroft productions. As an instructor and speaker at Art Center College of Design, he developed a new curriculum focused on experience design and product development. Kuehler is a contributing author to the recent books The Change Champion’s Fieldguide: Strategies and Tools for Leading Change in Your Organization and Best Practices in Leadership Development and Organizational Change.
