WORKSHOP ONE

Language/Code Workshop
Analyzing Trends | Spring 2014

TIM STOCK

SPRING 2014

1
What we will be doing today
Finalize project teams
What did you source?
Patterning Exercise
Project Prep Exercise
Start yo...
Finalize project teams
print on index card
and return to me

TIM STOCK

SPRING 2014

3
What did you source?

TIM STOCK

SPRING 2014

4
Patterning Exercise

TIM STOCK

SPRING 2014

5
INNOVATION

stories

signals
BRAND
ARCHITECTURE

from signal to story... synchronizing
brands for purpose and sustainabili...
PERCEPTION

stories

signals
BEHAVIOR

from signal to story... synchronizing
brands for purpose and sustainability
TIM STO...
signals

maps

patterns

stories

signals evolve as patterns
TIM STOCK

SPRING 2014

8
insight
knowledge
signals

stories

information
data

patterns are critical in transforming data
TIM STOCK

SPRING 2014

9
insight
knowledge
signals

stories

information
data

patterns are critical in transforming data
TIM STOCK

SPRING 2014

9
culture
propels
motives

signals

patterns

maps

stories

we are less rational than we think
“...we may think of ourselve...
where is
that?

we create cognitive maps

what goes through your head when someone
asks you directions?
TIM STOCK

SPRING ...
patterns
how we
remember
stuff

cognitive maps are built on emotional
narrative (we find our way back)
TIM STOCK

SPRING 2...
patterns

T
ONIS
AG
ROT
P

small
networks
brand
A

T
ONIS
G
ANTA

brand
B

small
networks

emotional camps emerge as patte...
reasons to
believe

patterns

mobile culture as cultural pattern
the expression of use becomes the evolving brand meaning
...
patterns

framing the “notness”
TIM STOCK

SPRING 2014

15
patterns

NO

framing the “notness”
TIM STOCK

SPRING 2014

16
patterns

NO

NOT
YES

framing the “notness”
TIM STOCK

SPRING 2014

16
patterns

MORE

framing the “notness”
TIM STOCK

SPRING 2014

17
patterns

MORE

NOT
LESS

framing the “notness”
TIM STOCK

SPRING 2014

17
patterns

framing the “notness”
TIM STOCK

SPRING 2014

18
NOT

patterns

framing the “notness”
TIM STOCK

SPRING 2014

18
STRONG

patterns

what is the “not” of strong?
TIM STOCK

SPRING 2014

19
STRONG

NOT
MILD

patterns

what is the “not” of strong?
TIM STOCK

SPRING 2014

19
NOT

patterns

the “not” of Starbucks in 2009?
TIM STOCK

SPRING 2014

20
language

patterns

language/
codes

code
TIM STOCK

SPRING 2014

21
language

patterns

language/
codes

[complex]

[simple]
code

TIM STOCK

SPRING 2014

21
language

patterns

language/
codes

[complex]
[ritual]

[simple]
code

TIM STOCK

[routine]
SPRING 2014

21
patterns

the codes for
coffee in America

coffee as expression of
national identity
TIM STOCK

SPRING 2014

22
NOT
patterns

the “not” of Voss?
TIM STOCK

SPRING 2014

23
language

patterns

language/
codes

[complex]

code

TIM STOCK

[simple]

SPRING 2014

24
language

patterns

language/
codes

[complex]
[badge]

code

TIM STOCK

[simple]
[utility]
SPRING 2014

24
patterns

the pepsi generation in the 1960s as
the “not” of your (Coca-Cola) parents
TIM STOCK

SPRING 2014

25
NOT
patterns

what product is a “not” of Pepsi today?
TIM STOCK

SPRING 2014

26
patterns

the “not” of Pepsi plays out in the
language of products
TIM STOCK

SPRING 2014

27
language

patterns

language/
codes

codes
TIM STOCK

SPRING 2014

28
language

patterns

language/
codes

code
TIM STOCK

SPRING 2014

29
language

patterns

language/
codes

[iconic]

code
TIM STOCK

[playful]
SPRING 2014

29
language

patterns

language/
codes

code
TIM STOCK

SPRING 2014

30
language

patterns

language/
codes

[memory] code
TIM STOCK

[knowledge]
SPRING 2014

30
language

patterns

language/
codes

code
TIM STOCK

SPRING 2014

31
language

patterns

language/
codes

[process] code [recipe]
TIM STOCK

SPRING 2014

31
language

patterns

language/
codes

[opaque] code
TIM STOCK

[transparent]
SPRING 2014

32
NOT

patterns

the “not” of Body Shop?
TIM STOCK

SPRING 2014

33
language

patterns

language/
codes

code
TIM STOCK

SPRING 2014

34
language

patterns

language/
codes

[nature]

TIM STOCK

code

[science]

SPRING 2014

34
language

patterns

language/
codes

[nature]
[friendly]
TIM STOCK

code

[science]
[prescriptive]
SPRING 2014

34
signals

LANGUAGE

CODES

CULTURE

stories

from signal to story... synchronizing
brands for purpose and sustainability
TI...
codes

stories

signals
drip bars

trend narrative radiates
through culture in
affirmation of codes

culture
TIM STOCK

[s...
signals

Language/Code
Workshop

Let’s analyze some
more packaging
TIM STOCK

SPRING 2014

37
language?

signals

Language/Code
Workshop

code?

what language can you find?
what are the codes?
TIM STOCK

SPRING 2014

...
language?

signals

Group Exercise

code?

what language can you find?
what are the codes?
TIM STOCK

SPRING 2014

39
signals

language

uncovering the trend
codes within a product

Group Exercise
TIM STOCK

SPRING 2014

40
signals

examine every part
of the package

Step One
TIM STOCK

SPRING 2014

41
signals

nouns
adjectives
ingredients
graphic elements
other language

Step Two

List all the words and symbols
can you fin...
nouns
word/
phrase

adjectives

word/
phrase

word/
phrase

word/
phrase

word/
phrase

word/
phrase

word/
phrase

CODES?...
signals

Step Three

CODES?

Can we find these codes beyond our product?
What subcultures affirm these codes?
TIM STOCK

SPR...
signals

language

work through the same
process with one of the
products you sourced

Project Framing
TIM STOCK

SPRING 2...
signals

30” x 40” foam board
single page pdf uploaded to Canvas
single page printout brought to class

Mood Board Critiqu...
grading rubric
20

SOURCING

20

UNPACKING THE LANGUAGE/SIGNIFIERS

20

How well sourced is your product? Is it interestin...
what you need to do
upload a single page pdf of your
board to Canvas before class
bring a single page printout of your
boa...
[3] Language/Code Workshop (Spring 2014)
[3] Language/Code Workshop (Spring 2014)
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[3] Language/Code Workshop (Spring 2014)

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Transcript of "[3] Language/Code Workshop (Spring 2014)"

  1. 1. WORKSHOP ONE Language/Code Workshop Analyzing Trends | Spring 2014 TIM STOCK SPRING 2014 1
  2. 2. What we will be doing today Finalize project teams What did you source? Patterning Exercise Project Prep Exercise Start your project work TIM STOCK SPRING 2014 2
  3. 3. Finalize project teams print on index card and return to me TIM STOCK SPRING 2014 3
  4. 4. What did you source? TIM STOCK SPRING 2014 4
  5. 5. Patterning Exercise TIM STOCK SPRING 2014 5
  6. 6. INNOVATION stories signals BRAND ARCHITECTURE from signal to story... synchronizing brands for purpose and sustainability TIM STOCK SPRING 2014 6
  7. 7. PERCEPTION stories signals BEHAVIOR from signal to story... synchronizing brands for purpose and sustainability TIM STOCK SPRING 2014 7
  8. 8. signals maps patterns stories signals evolve as patterns TIM STOCK SPRING 2014 8
  9. 9. insight knowledge signals stories information data patterns are critical in transforming data TIM STOCK SPRING 2014 9
  10. 10. insight knowledge signals stories information data patterns are critical in transforming data TIM STOCK SPRING 2014 9
  11. 11. culture propels motives signals patterns maps stories we are less rational than we think “...we may think of ourselves as thinking creatures that feel, biologically we are feeling creatures that think” [Jill Bolte Taylor] TIM STOCK SPRING 2014 10
  12. 12. where is that? we create cognitive maps what goes through your head when someone asks you directions? TIM STOCK SPRING 2014 11
  13. 13. patterns how we remember stuff cognitive maps are built on emotional narrative (we find our way back) TIM STOCK SPRING 2014 12
  14. 14. T ONIS AG ROT P patterns brand A T ONIS G ANTA brand B emotional camps emerge as patterns brands become signifiers for the codes of the groups we affiliate with. TIM STOCK SPRING 2014 13
  15. 15. patterns T ONIS AG ROT P small networks brand A T ONIS G ANTA brand B small networks emotional camps emerge as patterns brands become signifiers for the codes of the groups we affiliate with. TIM STOCK SPRING 2014 13
  16. 16. reasons to believe patterns mobile culture as cultural pattern the expression of use becomes the evolving brand meaning TIM STOCK SPRING 2014 14
  17. 17. patterns framing the “notness” TIM STOCK SPRING 2014 15
  18. 18. patterns NO framing the “notness” TIM STOCK SPRING 2014 16
  19. 19. patterns NO NOT YES framing the “notness” TIM STOCK SPRING 2014 16
  20. 20. patterns MORE framing the “notness” TIM STOCK SPRING 2014 17
  21. 21. patterns MORE NOT LESS framing the “notness” TIM STOCK SPRING 2014 17
  22. 22. patterns framing the “notness” TIM STOCK SPRING 2014 18
  23. 23. NOT patterns framing the “notness” TIM STOCK SPRING 2014 18
  24. 24. STRONG patterns what is the “not” of strong? TIM STOCK SPRING 2014 19
  25. 25. STRONG NOT MILD patterns what is the “not” of strong? TIM STOCK SPRING 2014 19
  26. 26. NOT patterns the “not” of Starbucks in 2009? TIM STOCK SPRING 2014 20
  27. 27. language patterns language/ codes code TIM STOCK SPRING 2014 21
  28. 28. language patterns language/ codes [complex] [simple] code TIM STOCK SPRING 2014 21
  29. 29. language patterns language/ codes [complex] [ritual] [simple] code TIM STOCK [routine] SPRING 2014 21
  30. 30. patterns the codes for coffee in America coffee as expression of national identity TIM STOCK SPRING 2014 22
  31. 31. NOT patterns the “not” of Voss? TIM STOCK SPRING 2014 23
  32. 32. language patterns language/ codes code TIM STOCK SPRING 2014 24
  33. 33. language patterns language/ codes [complex] code TIM STOCK [simple] SPRING 2014 24
  34. 34. language patterns language/ codes [complex] [badge] code TIM STOCK [simple] [utility] SPRING 2014 24
  35. 35. patterns the pepsi generation in the 1960s as the “not” of your (Coca-Cola) parents TIM STOCK SPRING 2014 25
  36. 36. NOT patterns what product is a “not” of Pepsi today? TIM STOCK SPRING 2014 26
  37. 37. patterns the “not” of Pepsi plays out in the language of products TIM STOCK SPRING 2014 27
  38. 38. language patterns language/ codes codes TIM STOCK SPRING 2014 28
  39. 39. language patterns language/ codes code TIM STOCK SPRING 2014 29
  40. 40. language patterns language/ codes [iconic] code TIM STOCK [playful] SPRING 2014 29
  41. 41. language patterns language/ codes code TIM STOCK SPRING 2014 30
  42. 42. language patterns language/ codes [memory] code TIM STOCK [knowledge] SPRING 2014 30
  43. 43. language patterns language/ codes code TIM STOCK SPRING 2014 31
  44. 44. language patterns language/ codes [process] code [recipe] TIM STOCK SPRING 2014 31
  45. 45. language patterns language/ codes [opaque] code TIM STOCK [transparent] SPRING 2014 32
  46. 46. NOT patterns the “not” of Body Shop? TIM STOCK SPRING 2014 33
  47. 47. language patterns language/ codes code TIM STOCK SPRING 2014 34
  48. 48. language patterns language/ codes [nature] TIM STOCK code [science] SPRING 2014 34
  49. 49. language patterns language/ codes [nature] [friendly] TIM STOCK code [science] [prescriptive] SPRING 2014 34
  50. 50. signals LANGUAGE CODES CULTURE stories from signal to story... synchronizing brands for purpose and sustainability TIM STOCK SPRING 2014 35
  51. 51. codes stories signals drip bars trend narrative radiates through culture in affirmation of codes culture TIM STOCK [subculture] [culture networks] SPRING 2014 36
  52. 52. signals Language/Code Workshop Let’s analyze some more packaging TIM STOCK SPRING 2014 37
  53. 53. language? signals Language/Code Workshop code? what language can you find? what are the codes? TIM STOCK SPRING 2014 38
  54. 54. language? signals Group Exercise code? what language can you find? what are the codes? TIM STOCK SPRING 2014 39
  55. 55. signals language uncovering the trend codes within a product Group Exercise TIM STOCK SPRING 2014 40
  56. 56. signals examine every part of the package Step One TIM STOCK SPRING 2014 41
  57. 57. signals nouns adjectives ingredients graphic elements other language Step Two List all the words and symbols can you find in the product separately on the post-its TIM STOCK SPRING 2014 42
  58. 58. nouns word/ phrase adjectives word/ phrase word/ phrase word/ phrase word/ phrase word/ phrase word/ phrase CODES? word/ phrase signals word/ phrase ingredients Step Three word/ phrase word/ phrase word/ phrase word/ phrase graphic elements word/ phrase word/ phrase Organize your inventory of language on the wall Scan language for codes and narrative themes TIM STOCK SPRING 2014 43
  59. 59. signals Step Three CODES? Can we find these codes beyond our product? What subcultures affirm these codes? TIM STOCK SPRING 2014 44
  60. 60. signals language work through the same process with one of the products you sourced Project Framing TIM STOCK SPRING 2014 45
  61. 61. signals 30” x 40” foam board single page pdf uploaded to Canvas single page printout brought to class Mood Board Critique TIM STOCK SPRING 2014 46
  62. 62. grading rubric 20 SOURCING 20 UNPACKING THE LANGUAGE/SIGNIFIERS 20 How well sourced is your product? Is it interesting? Is the product current/timely related to emerging cultural phenomenon. How well have you taken inventory of the key signifiers of the product? Have you missed any important language? CONTEXTUAL RESEARCH How well have you researched the context of the language/signifiers you have uncovered? Have you brought insight to the meaning behind the language you have uncovered? 20 CODE/THEME IDENTIFICATION 20 CLARITY OF PRESENTATION What codes can you uncover from all the language you have found? How well have you grouped the language to reveal certain codes that indicate a particular perception of consumption? What is the behavioral trigger the product's language is conveying? How well have you communicated your research analysis. Is it clear and visual? Does the board remain relevant with or without a voiceover? TIM STOCK SPRING 2014 47
  63. 63. what you need to do upload a single page pdf of your board to Canvas before class bring a single page printout of your board to class bring bring your board ready to present at 7pm TIM STOCK SPRING 2014 48

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