How To Create An Authoritative Brand [PSFK NYC 2012]
Simon Collins of Parsons New School of Design describes how being selective with your projects will help to create a more powerful company.
At the PSFK CONFERENCE NYC 2012 today, our diverse lineup of speakers are sharing valuable insights and ideas about technology, business and creativity.
Simon Collins is the Dean of the School of Fashion at Parsons The New School for Design.
At today’s conference, Simon talked about his work with the school, thoughts on education and how he has created innovative change within the organization.
His first and most important piece of advice: Make it beautiful. Make it brilliant.
As a fashion school, Parsons has implemented the first MFA program in the US, leading the industry and providing an innovation platform that attracts the largest stars in the industry requesting to work with their students and thought leaders (including LVMH, Louis Vuitton, Gucci, Stella McCartney and GAP). With the Zero Waste Project they pioneered a method of clothes production that alters the design of the garment to prevent a surplus of material, a common byproduct of the pattern cutting process.
Parsons has positioned themselves as being more than simply an academic institution. Their position of authority is excercized wisely and with conviction, often rejecting opportunities in order to uncover the ones that allow them to do exactly what they envision. This has become the power of their brand and what Simon refers to as “The Power of No!”
Simon’s Key Pieces of Advice:
- Never give into bad design
- Be the dumbest person in the room
- If you’re not helping, get out
- Be nice
For more insights from Simon check out PSFK’s Need to Know Magazine.
Previously on PSFK:
To move beyond novelty activations and one-time gimmicks, PSFK equips marketers with the insights, templates and analytics to develop high-reach campaigns that meet consumers in the moment, collect and build upon experiential data, and build scale through content creation.
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