Mark Capper

Thursday, October 11th, 7:00 – 9:30pm

Creating Strong Bonds Between Consumers,
Products and Brands

In the Duncan Anderson Design Department Gallery at California State University, Long Beach

Design plays a strong role in creating strong consumer attachment to products and brands. Brands and products that create strong attachment benefit through increased loyalty, higher price points and higher consumer engagement. Mark will discuss why consumers form an attachment with products and brands, and how that attachment can be created, evaluated and monitored.

Mark has over 20 years domestic and international experience in brand strategy and development, design and innovation strategy, and consumer research, both as a consultant and within leading organizations.

Mark founded Kompas Strategy in 2010 to focus on the development of brands and products with strong emotional attachment to consumers. Kompas Strategy clients include Pepsi, Johnson and Johnson, Kraft and others.

Prior to founding Kompas Strategy, Mark held positions in leading innovation, design and branding consulting firms including Senior Vice President at Added Value, Director of Strategy and Research for Herbst LaZar Bell, Manager and Director of Research at Hauser. Mark has also worked on the client side at Herman Miller, Baxter Healthcare and 3M Health Care.

Mark received his MBA from University of Southern California, a Master of Science degree from the University of Michigan, and a Bachelor of Science from Michigan State University.

Mark lectures and teaches courses at a variety of institutions including product psychology at Art Institute-Orange County, business strategy at the USC Marshall School of Business, design research at Art Center College of Design, innovation at the Kellogg School of Management at Northwestern University, and consumer and design research at UCLA Anderson School of Business and the UCLA Extension.