Trend Language Workshop (Fall 2013)

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workshop related to product language decoding assignment in Analyzing Trends at Parsons the New School for Design. If you would like to request a download please email me at stockt@newschool.edu

workshop related to product language decoding assignment in Analyzing Trends at Parsons the New School for Design. If you would like to request a download please email me at stockt@newschool.edu

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  • 1. TIM STOCK 1 Trend Language Workshop WORKSHOP ONE Fall 2013Analyzing Trends |
  • 2. TIM STOCK 3 storiesmaps patterns signals evolve as patterns signals
  • 3. TIM STOCK patterns 4 patterns are critical in transforming data insight knowledge information data
  • 4. TIM STOCK patterns 4 patterns are critical in transforming data insight knowledge information data
  • 5. TIM STOCK 5 patterns how do find our way to brand choices? culture propels motives
  • 6. TIM STOCK patterns we create cognitive maps what goes through your head when someone asks you directions? 6 where is that?
  • 7. TIM STOCK patterns 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] 7 “feeling creatures that think”
  • 8. TIM STOCK patterns cognitive maps are built on emotional narrative (we find our way back) 8 how we remember stuff
  • 9. TIM STOCK patterns PROTAGONIST ANTAGONIST emotional camps emerge as patterns brands become signifiers for the codes of the groups we affiliate with. brand A brand B 9
  • 10. TIM STOCK small networks small networks patterns PROTAGONIST ANTAGONIST emotional camps emerge as patterns brands become signifiers for the codes of the groups we affiliate with. brand A brand B 9
  • 11. TIM STOCK patterns reasons to believe 10 mobile culture as cultural pattern the expression of use becomes the evolving brand meaning
  • 12. TIM STOCK patterns 11 framing the “notness”
  • 13. TIM STOCK patterns connecting brands to culture| 12scenarioDNA NO framing the “notness”
  • 14. TIM STOCK patterns connecting brands to culture| 12scenarioDNA NO NOT YES framing the “notness”
  • 15. TIM STOCK patterns 13 MORE framing the “notness”
  • 16. TIM STOCK patterns 13 MORE NOT LESS framing the “notness”
  • 17. TIM STOCK 14 patterns framing the “notness”
  • 18. TIM STOCK 14 NOT patterns framing the “notness”
  • 19. TIM STOCK 15 STRONG patterns what is the “not” of strong?
  • 20. TIM STOCK 15 STRONG NOT MILD patterns what is the “not” of strong?
  • 21. TIM STOCK patterns 16 the “not” of New Yorkers?
  • 22. TIM STOCK patterns 16 the “not” of New Yorkers?
  • 23. TIM STOCK patterns 17 the pepsi generation in the 1960s as the “not” of your (Coca-Cola) parents
  • 24. TIM STOCK patterns what is the “not” of Pepsi today? 19 NOT language?
  • 25. TIM STOCK patterns the “not” of Pepsi? 20 [craft]“not” codes: [knowledge] [transparency] language?
  • 26. TIM STOCK patterns 21 NOT the “not” of Starbucks in 2009? language?
  • 27. TIM STOCK 23 NOT patterns the “not” of Voss? language?
  • 28. TIM STOCK patterns 24 the “not” of Voss? [utility] “not” codes: [simplicity] language?
  • 29. TIM STOCK 25 NOT patterns the “not” of Walmart? language?
  • 30. TIM STOCK patterns 26 the “not” of Walmart? [premium]“not” codes: [design] [value]dominant codes: [more]
  • 31. TIM STOCK signals Group Exercise You have a packaged product on your table 33
  • 32. TIM STOCK signals the existing taxonomy of the brand the cultural potential of the brand BRAND VOICE SOCIAL VOICE Group Exercise you are unpacking the language of the product 35
  • 33. TIM STOCK signals Group Exercise uncovering the trend codes within a product 37
  • 34. TIM STOCK signals List all the words and symbols can you find in the product word/ phrase word/ phrase word/ phrase Step One 10 minutes 38 word/ phrase codes?language?
  • 35. TIM STOCK signals examine every part of the package 39 Step One 10 minutes
  • 36. TIM STOCK signals List all the words and symbols can you find in the product word/ phrase word/ phrase word/ phrase Step One 10 minutes 40 word/ phrase codes?language?
  • 37. TIM STOCK signals Step Two What cultural story is the language in the product telling? culture? 5 minutes 41 perception behavior subculture/small network story? > > >
  • 38. TIM STOCK signals Step Three share your story with us language? story? 5 minutes per group 42 culture? your critique codes?
  • 39. TIM STOCK 30” x 40” foam board 43 signals Group Assignment due 9/23 work in teams of 2product analysis board
  • 40. TIM STOCK next week 44 Product Language Presentations we meet in: Room L500 email me a readable SINGLE PAGE file of your board in PDF format (last names in filename) have your boards ready to present.