Peter Dixon is the Chief Creative Officer at Prophet, a globally recognized branding agency that combines insight, creativity, data and technology to help their clients to unlock growth that is human centered, transformative and durable.
For Peter, ‘Branding’ and ‘Brands’ are different, though related, things. We connect to brands because they bring the values we believe in to life.
Host David Kepron and Peter Dixon talk about the role brands plays in our lives and how branding supports the relationship with messaging, design and environments that facilitate connection.
Peter brings his clients a unique blend of perspectives as an architect, designer and brand consultant. It translates into an imaginative take on branding, customer experience and retail innovation, expressed in both high-level thinking and visual, verbal and spatial representations.
Peter’s award-winning programs have spanned all areas of the brand experience, ranging from brand strategy development to prototype design, customer experience concepts and merchandising approaches. He has worked for such notable clients as BMW, Citibank, ConocoPhillips, The Cosmopolitan of Las Vegas, Delta Airlines, Emart, Fiat Chrysler, Mayo Clinic, McDonalds, Nissan, Sprint, Samsung, United Airlines, United Health Group and Walmart.
Peter helped lead the consulting team on Walmart’s new brand strategy, including its new visual identity and store experience concepts. He also was instrumental in designing Nissan Motors’ new dealership concept being implemented worldwide, and a new dealership design for its Infiniti brand. He led the team designing a new customer experience for Delta Airlines. And for McDonald’s, he directed the development of a revitalized restaurant concept being executed across the U.S. and many parts of the world.
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Peter is a popular public speaker and has been tapped as a source by The New York Times, The Wall Street Journal, Brandweek, Newsweek, Visual Merchandising & Store Design, Convenience Store News and Advertising Age.
He serves on the editorial board of VM+SD magazine, and is a past national president of the Society for Experiential Graphic Design (SEGD). He holds a B.S. in Mechanical Engineering from Louisiana State University and a Masters of Architecture degree from the University of Texas.
Show Intro:
Do you have brands you love?
Do you always get the same detergent, toothpaste, only shop in a certain store. Do you choose on car, hotel, liquor or restaurant over another.
With so many options in the shopping world how do we choose?
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Well…we adopt brands into our lives because they do what there are supposed to do. They clean your clothes, make your teeth whiter, make you feel safe and or powerful behind the wheel or they deliver impeccable service and they are reliable.
But more than that, they create a relationship with us.
For my guest on this episode of NXTLVL Experience Design the ‘Brand’ is about the relationship and ‘Branding’ is all of the stuff that you do like creating logos, store environments, digital experiences and more.
Brand-ing brings brands to life. In creating brands, you are bringing ideas and values to life.
Peter Dixon is the Chief Creative Officer at Prophet, a globally recognized branding agency that combines insight, creativity, data and technology to help their clients to unlock growth that is human centered, transformative and durable.
Peter brings his clients a unique blend of perspectives as an engineer, an architect, designer and brand consultant. It translates into an imaginative take on branding, customer experience and retail innovation, expressed in both high-level thinking and visual, verbal and spatial representations of places the brands want you to be in and buy from.
He has worked for such notable clients as BMW, Citibank, Delta Airlines, Fiat Chrysler, Mayo Clinic, McDonalds, Nissan, Sprint, Samsung, United Airlines, and Walmart.
He is is a popular public speaker and has been tapped as a source by The New York Times, The Wall Street Journal, Brandweek, Newsweek, Visual Merchandising & Store Design, Convenience Store News and Advertising Age to share his insight on what makes great brands.
He serves on the editorial board of VM+SD magazine, and is a past national president of the Society for Experiential Graphic Design (SEGD).
He holds a B.S. in Mechanical Engineering from Louisiana State University and a Masters of Architecture degree from the University of Texas.
David Kepron is a multifaceted creative professional with a deep curiosity to understand ‘why’, ‘what’s now’ and ‘what’s next’. He brings together his background as an architect, artist, educator, author, podcast host and builder to the making of meaningful and empathically-focused, community-centric customer connections at brand experience places around the globe.
David is a former VP – Global Design Strategies at Marriott International. While at Marriott, his focus was on the creation of compelling customer experiences within Marriott’s “Premium Distinctive” segment which included: Westin, Renaissance, Le Meridien, Autograph Collection, Tribute Portfolio, Design Hotels and Gaylord hotels.
In 2020 Kepron founded NXTLVL Experience Design, a strategy and design consultancy, where he combines his multidisciplinary approach to the creation of relevant brand engagements with his passion for social and cultural anthropology, neuroscience and emerging digital technologies.
As a frequently requested international speaker at corporate events and international conferences focusing on CX, digital transformation, retail, hospitality, emerging technology, David shares his expertise on subjects ranging from consumer behaviors and trends, brain science and buying behavior, store design and visual merchandising, hotel design and strategy as well as creativity and innovation. In his talks, David shares visionary ideas on how brand strategy, brain science and emerging technologies are changing guest expectations about relationships they want to have with brands and how companies can remain relevant in a digitally enabled marketplace.
David currently brings his creativity and insight on brand experiences to an international audience as a member of VMSD magazine’s Editorial Advisory Board, as a Board Member of the Interactive Customer Experience Association (ICXA) and Sign Research Foundation’s (SRF) Program Committee.
He has held teaching positions at New York’s Fashion Institute of Technology (F.I.T.), the Department of Architecture & Interior Design of Drexel University in Philadelphia, the Laboratory Institute of Merchandising (L.I.M.) in New York, the International Academy of Merchandising and Design in Montreal and he served as the Director of the Visual Merchandising Department at LaSalle International Fashion School (L.I.F.S.) in Singapore.
In 2014 Kepron published his first book titled: “Retail (r)Evolution: Why Creating Right-Brain Stores Will Shape the Future of Shopping in a Digitally Driven World” and he is currently working on his second book to be published soon. David also writes a popular blog called “Brain Food” which is published monthly on vmsd.com.
In September of 2020, he launched the “NXTLVL Experience Design” podcast which brings listeners dialogues about “DATA: Design, Architecture, Technology and the Arts.” His guests include thought leaders who are driven by a passion to create the ‘New Possible’ and promote new paradigms of experiences into the mainstream.
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