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TIM STOCK 1
Trend Language Workshop
WORKSHOP ONE
Fall 2013Analyzing Trends |
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storiesmaps patterns
signals evolve as patterns
signals
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patterns
4
patterns are critical in transforming data
insight
knowledge
information
data
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patterns
4
patterns are critical in transforming data
insight
knowledge
information
data
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patterns
how do find our way to
brand choices?
culture
propels
motives
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patterns
we create cognitive maps
what goes through your head when someone
asks you directions?
6
where is
that?
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patterns
we are less rational than we think
“...we may think of ourselves as thinking creatures that
feel, biolo...
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patterns
cognitive maps are built on emotional
narrative (we find our way back)
8
how we
remember
stuff
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small
networks
small
networks
patterns
PROTAGONIST
ANTAGONIST
emotional camps emerge as patterns
brands become s...
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patterns
11
framing the “notness”
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patterns
connecting brands to culture| 12scenarioDNA
NO
framing the “notness”
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patterns
connecting brands to culture| 12scenarioDNA
NO NOT
YES
framing the “notness”
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patterns
13
MORE
framing the “notness”
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patterns
13
MORE
NOT
LESS
framing the “notness”
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patterns
framing the “notness”
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NOT
patterns
framing the “notness”
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STRONG
patterns
what is the “not”
of strong?
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STRONG
NOT
MILD
patterns
what is the “not”
of strong?
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patterns
16
the “not” of
New Yorkers?
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patterns
16
the “not” of
New Yorkers?
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patterns
17
the pepsi generation in the 1960s as
the “not” of your (Coca-Cola) parents
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patterns
what is the “not”
of Pepsi today?
19
NOT
language?
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patterns
the “not”
of Pepsi?
20
[craft]“not”
codes:
[knowledge]
[transparency]
language?
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patterns
21
NOT
the “not” of
Starbucks
in 2009?
language?
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patterns
24
the “not”
of Voss? [utility]
“not”
codes:
[simplicity]
language?
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NOT
patterns
the “not” of
Walmart?
language?
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patterns
26
the “not” of
Walmart?
[premium]“not”
codes: [design]
[value]dominant
codes: [more]
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signals
Group Exercise
You have a packaged
product on your table
33
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signals
the existing
taxonomy of
the brand
the cultural
potential of
the brand
BRAND VOICE SOCIAL VOICE
Group Ex...
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signals
Group Exercise
uncovering the
trend codes within a
product
37
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signals
List all the words and symbols
can you find in the product
word/
phrase
word/
phrase
word/
phrase
Step On...
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signals
examine every part
of the package
39
Step One
10 minutes
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signals
List all the words and symbols
can you find in the product
word/
phrase
word/
phrase
word/
phrase
Step On...
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signals
Step Two What cultural story is the
language in the product telling?
culture?
5 minutes
41
perception be...
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signals
Step Three share your story with us
language?
story?
5 minutes per group
42
culture?
your critique
codes?
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30” x 40” foam board
43
signals
Group Assignment due 9/23
work in teams of 2product analysis board
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next week
44
Product Language Presentations
we meet in: Room L500
email me a readable SINGLE
PAGE file of your b...
Trend Language Workshop (Fall 2013)
Trend Language Workshop (Fall 2013)
Trend Language Workshop (Fall 2013)
Trend Language Workshop (Fall 2013)
Trend Language Workshop (Fall 2013)
Trend Language Workshop (Fall 2013)
Trend Language Workshop (Fall 2013)
Trend Language Workshop (Fall 2013)
Trend Language Workshop (Fall 2013)
Trend Language Workshop (Fall 2013)
Trend Language Workshop (Fall 2013)
Trend Language Workshop (Fall 2013)
Trend Language Workshop (Fall 2013)
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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

Transcript of "Trend Language Workshop (Fall 2013)"

  1. 1. TIM STOCK 1 Trend Language Workshop WORKSHOP ONE Fall 2013Analyzing Trends |
  2. 2. TIM STOCK 3 storiesmaps patterns signals evolve as patterns signals
  3. 3. TIM STOCK patterns 4 patterns are critical in transforming data insight knowledge information data
  4. 4. TIM STOCK patterns 4 patterns are critical in transforming data insight knowledge information data
  5. 5. TIM STOCK 5 patterns how do find our way to brand choices? culture propels motives
  6. 6. TIM STOCK patterns we create cognitive maps what goes through your head when someone asks you directions? 6 where is that?
  7. 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. 8. TIM STOCK patterns cognitive maps are built on emotional narrative (we find our way back) 8 how we remember stuff
  9. 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. 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. 11. TIM STOCK patterns reasons to believe 10 mobile culture as cultural pattern the expression of use becomes the evolving brand meaning
  12. 12. TIM STOCK patterns 11 framing the “notness”
  13. 13. TIM STOCK patterns connecting brands to culture| 12scenarioDNA NO framing the “notness”
  14. 14. TIM STOCK patterns connecting brands to culture| 12scenarioDNA NO NOT YES framing the “notness”
  15. 15. TIM STOCK patterns 13 MORE framing the “notness”
  16. 16. TIM STOCK patterns 13 MORE NOT LESS framing the “notness”
  17. 17. TIM STOCK 14 patterns framing the “notness”
  18. 18. TIM STOCK 14 NOT patterns framing the “notness”
  19. 19. TIM STOCK 15 STRONG patterns what is the “not” of strong?
  20. 20. TIM STOCK 15 STRONG NOT MILD patterns what is the “not” of strong?
  21. 21. TIM STOCK patterns 16 the “not” of New Yorkers?
  22. 22. TIM STOCK patterns 16 the “not” of New Yorkers?
  23. 23. TIM STOCK patterns 17 the pepsi generation in the 1960s as the “not” of your (Coca-Cola) parents
  24. 24. TIM STOCK patterns what is the “not” of Pepsi today? 19 NOT language?
  25. 25. TIM STOCK patterns the “not” of Pepsi? 20 [craft]“not” codes: [knowledge] [transparency] language?
  26. 26. TIM STOCK patterns 21 NOT the “not” of Starbucks in 2009? language?
  27. 27. TIM STOCK 23 NOT patterns the “not” of Voss? language?
  28. 28. TIM STOCK patterns 24 the “not” of Voss? [utility] “not” codes: [simplicity] language?
  29. 29. TIM STOCK 25 NOT patterns the “not” of Walmart? language?
  30. 30. TIM STOCK patterns 26 the “not” of Walmart? [premium]“not” codes: [design] [value]dominant codes: [more]
  31. 31. TIM STOCK signals Group Exercise You have a packaged product on your table 33
  32. 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. 33. TIM STOCK signals Group Exercise uncovering the trend codes within a product 37
  34. 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. 35. TIM STOCK signals examine every part of the package 39 Step One 10 minutes
  36. 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. 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. 38. TIM STOCK signals Step Three share your story with us language? story? 5 minutes per group 42 culture? your critique codes?
  39. 39. TIM STOCK 30” x 40” foam board 43 signals Group Assignment due 9/23 work in teams of 2product analysis board
  40. 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.

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