Corey McPherson Nash

Corey McPherson Nash to Host Panel at MITX FutureM 2011

Features Communispace guest speaker

WATERTOWN, MA (August 30, 2011) - Corey McPherson Nash (Corey), a leading national branding and design firm today announced that it has been selected to speak at FutureM 2011. Featured Corey speakers include Emily Bottis, Director of New Media and Technology, Ryan Evans, Director of Experience Design, and guest speaker Melanie Seaborn, Communispace's VP of Client Services. The panel discussion entitled “Sprezzatura” will be held on Tuesday, September 13, 2011, 6:30-8:30 PM at Corey, 63 Pleasant Street, Watertown, MA. Register for the panel at FutureM – Events Calendar.

Corey believes the best new technological applications and interfaces need to “appear to be without effort” when used in a fully integrated, multichannel branding program. Corey uses the word “Sprezzatura” to describe how technology needs to be used today.

Sprezzatura was coined by Baldassare Castiglione in The Book of Courtier in 1952. Castiglione described Sprezzatura as “to practice in all things a certain sprezzatura (nonchalance) so as to conceal all art and make it whatever is done or said appear without effort and almost without any thought about it.” We feel the same way about using technology- users can go about their business “without any thought about it.” Do you remember trying to program your first VCR? Well that was the antithesis of Sprezzatura. Purchasing the latest Jonathan Franzen novel with One Clink? That nails it.

Panel Discussion:
• Corey’s philosophy and review examples
• What you want is there before you need it
• It remembers and understands you
• It unobtrusively works to your benefit

How do we create Sprezzatura?
• Understanding business processes in extreme detail
• Understanding users
• By creating personalized experiences
• By taking advantage of platforms

Examples to be discussed:
• Dropbox
• Zipcar
• Apple store upgrades to apps
• GEO on the phone

About Corey McPherson Nash

Corey McPherson Nash (Corey), a national branding and design firm, helps our clients connect better with their audiences through brand, print, interactive and social media communications. Founded more than 26 years ago, Corey is widely recognized for its thoughtful design and strategic insights.

Visit Corey online at:

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About Communispace

Communispace is the leader in building, managing, and facilitating private branded communities that deliver the voice of the customer and enable businesses to generate continuous insights, drive faster innovation, and build loyalty. Founded in 1999, the company has created over 275 communities for major corporations across a broad range of industry sectors. Headquartered in Watertown, Massachusetts, the company has offices in New York, San Francisco, London, Chicago, Austin, and Atlanta.

About FutureM

MITX’s FutureM is an intellectual marketing mash-up: a five day long offering of events, discussions and parties throughout the Greater Boston area. FutureM brings the community together to contemplate and celebrate the future of marketing, and Massachusetts’ role in helping to realize it. Community enabled, multi-format and multi-location, it has become the national showcase for the leading marketing thinkers and do-ers. From the MITX Opening Night Kick-Off on September 12th to the closing ceremonies at the end of the week, marketing and technology practitioners from around the world will come together to discover what’s new and debate what’s next in marketing