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Trend Language Workshop (Fall 2013)
 

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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    Trend Language Workshop (Fall 2013) Trend Language Workshop (Fall 2013) Presentation Transcript

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