Ullakko and Leikanger presented principles that they have developed in the course of their work with Iittala  and other companies such as Helly Hansen, Bang & Olufsen, Electrolux, Lexus, Artek and Saab.

Jari Ullakko is responsible for the creativity behind littala's worldwide communication and his agency Grow has rapidly become one of Europe's leading players in the field of  'premium brand communication'. Leikanger was a co-founder of Grow and later established the design agency The Art of Wealth in Norway. He is responsible for the branding strategy of Bang & Olufsen and others.

Stein Leikanger talked about guiding principles for premium brands, with reference to littala and how the term "brand" should be understood today. Jari Ullakko continued by giving a more in-depth presentation of the littala case study. Both lecturers emphasised the point that the design of a product is essential to a brand's success in the eyes of today's consumers.