Tp3 Image, Branding and Cultural Heritage part1
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Tp3 Image, Branding and Cultural Heritage part1 Tp3 Image, Branding and Cultural Heritage part1 Presentation Transcript

  • TRAINING PACKAGE 3- Image, Branding and Cultural HeritageModule 1: Traditions and Cultural Heritage for Brand Identity, Contemporary Design andProduct DevelopmentMarco BravoMichele Gasparoli "DE-SME - Intelligent Furniture - Training for Design, Environment and New Materials in SMEs" Agreement n. 2009 - 2196 / 001 – 001 www.IntelligentFurniture.eu © 2012, not for publication, only for use in direct relation to the project
  • Cultural Heritage: Cultural heritage is not limited to material manifestations, such as monuments and objects that have been preserved over time; it also encompasses living expressions and the traditions that countless groups and communities worldwide have inherited from their ancestors and transmit to their descendants. Intelligent Furniture – TP3: Image,06/03/12 Branding and Cultural Heritage 2
  • TP3-Image, Branding and Cultural Heritage Cultural Heritage, from knowledge to product, through context “The “intangible cultural heritage” means the practices, representations, expressions, knowledge, skills – as well as the instruments, objects, artefacts and cultural spaces associated therewith – that communities, groups and, in some cases, individuals recognize as part of their cultural heritage.” UNESCO Convention for the safeguarding of the intangible cultural heritage Paris 2003 Intelligent Furniture – TP3: Image,06/03/12 Branding and Cultural Heritage 3
  • TERRITORIAL HERITAGE IS THE SUM OF EXPERIENCES, AND HISTORICAL EVIDENCE OF CREATIVITY IN A GIVEN TERRITORY Intelligent Furniture – TP3: Image,06/03/12 Branding and Cultural Heritage 4
  • TERRITORIAL HERITAGE ARE ALSO THE SKILLS OF ARTISANAL PRODUCTION , DIFFERENT TECHNIQUES THAT CHARACTERIZE DIFFERENT PRODUCTION AREAS. THESE INTANGIBLE PHENOMENA SHOULD BE KEPT AND PRESERVED AS TANGIBLE ASSETS. Intelligent Furniture – TP3: Image,06/03/12 Branding and Cultural Heritage 5
  • TP3-Image, Branding and Cultural Heritage Tradition and Innovation / The new role of crafts Traditions of a productive community are inspiration to new products development, and to build stronger corporate identity. • for BRAND IDENTITY • for PRODUCT IDENTITY • for PRODUCT DEVELOPMENT Intelligent Furniture – TP3: Image,06/03/12 Branding and Cultural Heritage 6
  • BRAND IDENTITY NOVO IS A NEW ITALIAN DESIGN BRAND, STRONGLY ROOTED IN HIS TERRITORY, THE TOSCANA. NOVO’S NAMING, BRAND, AND CORPORATE IMAGE ARE BASED ON THE FASHINATING TOSCANA COUNTRYSIDE, INSPIRING A COHERENT MOOD. Intelligent Furniture – TP3: Image,06/03/12 Branding and Cultural Heritage 7
  • Intelligent Furniture – TP3: Image,06/03/12 Branding and Cultural Heritage 8
  • TP3-Image, Branding and Cultural Heritage Intelligent Furniture – TP3: Image,06/03/12 Branding and Cultural Heritage 9
  • PRODUCT IDENTITY BOURGIE IS A PLASTIC CONTEMPORARY LAMP, BUT HIS SHAPE IS INSPIRED TO A TYPICAL BAROQUE STYLE LAMP. Intelligent Furniture – TP3: Image,06/03/12 Branding and Cultural Heritage 10
  • Intelligent Furniture – TP3: Image,06/03/12 Branding and Cultural Heritage 11
  • PRODUCT DEVELOPMENT CREAZIONI CREAZIONI WORKS ON HANDCRAFTED FURNITURE, WITH TRADITIONAL SHAPES, RE-ELABORATED WITH CONTEPORARY COLORS AND DECORATIONS Intelligent Furniture – TP3: Image,06/03/12 Branding and Cultural Heritage 12
  • Intelligent Furniture – TP3: Image,06/03/12 Branding and Cultural Heritage 13
  • Intelligent Furniture – TP3: Image,06/03/12 Branding and Cultural Heritage 14
  • CASE STUDY SAMARE THE SEED OF THE OAK TREE, SYMBOL OF CANADA, IS CALLED ‘SAMARA’ Intelligent Furniture – TP3: Image,06/03/12 Branding and Cultural Heritage 15
  • SAMARE a collective of 4 designers based in Montreal takes their name from the oak seed. They see themselves as ‘cultivators’, dedicated to developing new directions for Canadian Design and leaving behind iconographic clichés in favour of a new style. They view design as an instrument of innovation, firmly rooted in its place of origin but with a unique ability to transfer and inseminate cultural ideas further afield. Intelligent Furniture – TP3: Image,06/03/12 Branding and Cultural Heritage 16
  • An example of this approach is seen in their chaise longue which revisits the shape of a traditional Canadian sled. In this way, SAMARE transform traditional Canadian cultural elements into examples of contemporary furniture. Intelligent Furniture – TP3: Image,06/03/12 Branding and Cultural Heritage 17
  • The first collection designed by SAMARE takes its starting point from a world in the native Canadian language Awadare: the babiche. The interwoven viscera typically used to make snow shoes is intermixed for the first time with structures crafted in steel. Intelligent Furniture – TP3: Image,06/03/12 Branding and Cultural Heritage 18
  • The babiche take their name from the French adaptation of the word sisibabiche, a word from the native American dialect meaning ‘petit-corde’ or ‘little rope’. For hundreds of years this technique was used in transportation and in numerous facets of daily life; a great help for those travellers face to face with Canada’s extreme climactic conditions. Intelligent Furniture – TP3: Image,06/03/12 Branding and Cultural Heritage 19
  • By using this technique SAMARE not only create an exclusive and unique collection of contemporary design pieces, but also take a key role in safeguarding a time honored tradition in danger of extinction. Intelligent Furniture – TP3: Image,06/03/12 Branding and Cultural Heritage 20
  • DESIGN CREATE NEW MEANINGS, OBJECTS TELL THE THEIR HISTORY AND THEIR OWN WORLD.THE CONSUMER BUY MORE THAN ONE OBJECT, HE BUY AN EXPERIENCE. Intelligent Furniture – TP3: Image,06/03/12 Branding and Cultural Heritage 21
  • Experience is a subjective event, felt only by the person who has the experienceExperience is ephemeral, i.e., lasting only for the momentExperiences not yet lived or felt are called dreams Experiencing is the point where memory and imagination meet 22 Intelligent Furniture – TP3: Image,06/03/12 Branding and Cultural Heritage 22
  • WHAT IS EXPERIENCE DESIGN?There is no such thing as experience design.You can’t design experience becauseexperiencing is in people.You can design for experiencing,however.You can design the scaffolding orinfrastructure that people can use to create theirown experiences. People are creative. Intelligent Furniture – TP3: Image, 06/03/12 Branding and Cultural Heritage 23
  • HOW DO YOU DESIGN FOR EXPERIENCING?1The first step in learning to design forexperiencing is to take a new attitude about thepeople who buy and use the products andservices you are designing. This attitude is torespect their opinions and to respect their innatecreativity. Intelligent Furniture – TP3: Image,06/03/12 Branding and Cultural Heritage 24
  • HOW DO YOU DESIGN FOR EXPERIENCING?2Exploring what people do, what they say andwhat they make, in relation to a new project, weshould able to understand the experiencedomains of the ordinary people we are serving. Intelligent Furniture – TP3: Image,06/03/12 Branding and Cultural Heritage 25
  • The participatory attitude and the new toolsfor design research are beginning to changethe shape of the design profession anddesign education.They demonstrate that ordinary peoplecan succesfully contribute to the designdevelopment process at its very beginning. Intelligent Furniture – TP3: Image,06/03/12 Branding and Cultural Heritage 26
  • In the global market, a project becomes more valuable when is able to communicate its cultural and geographic roots, and when it is testimonial of a story. Intelligent Furniture – TP3: Image,06/03/12 Branding and Cultural Heritage 27
  • BRANDING E STORYTELLING IS YOUR BRAND, AND IT’S GOODS, REPRESENTATIVE OF THE CULTURAL AND TERRITORIAL HERITAGE OF THE AREA IN WHICH IT IS LOCATED? Intelligent Furniture – TP3: Image,06/03/12 Branding and Cultural Heritage 28
  • What is a Brand?BRAND NAME A name, term, sign, symbol or design,ora combination of them,intendedto identify the goods or services of one seller from those of competitors American Marketing AssociationBRAND IMAGE A BRAND is a collection of actual and emotional characteristics associated with the particularly identified product or service and differentiates that product of service from the rest of the marketplaceKeegan, Moriarty, Duncan & Paliwoda, 1995, Marketing, Canadian Edition, Prentice Hall. Intelligent Furniture – TP3: Image,06/03/12 Branding and Cultural Heritage 29
  • From Identity to Equity BRAND IDENTITY is the product of ALL the mental representation and concepts associated to the brand, this imaginary creates the conditions to build a trustworthy capital: the BRAND EQUITY. Intelligent Furniture – TP3: Image,06/03/12 Branding and Cultural Heritage 30
  • TP3-Image, Branding and Cultural Heritage LOGO IMAGE IDENTITY Intelligent Furniture – TP3: Image,06/03/12 Branding and Cultural Heritage 31
  • TP3-Image, Branding and Cultural Heritage Intelligent Furniture – TP3: Image,06/03/12 Branding and Cultural Heritage 32
  • TP3-Image, Branding and Cultural Heritage Brand isn’t about your Logo, tagline and glossy brochure. A strong brand integrates multiple components: CUSTOMER INTERACTIONS EMPLOYEE COMMUNICATIONS CORPORATE PHILOSOPHY ADVERTISING/MARKETING EFFORTS Intelligent Furniture – TP3: Image,06/03/12 Branding and Cultural Heritage 33
  • TP3-Image, Branding and Cultural Heritage The objectives that a good brand will achieve include: CONFIRMS YOUR CREDIBILITY CONNECTS YOUR TARGET PROSPECTS EMOTIONALLY MOTIVATES THE BUYER CONCRETES USER LOYALTY Intelligent Furniture – TP3: Image,06/03/12 Branding and Cultural Heritage 34
  • TP3-Image, Branding and Cultural Heritage Intelligent Furniture – TP3: Image,06/03/12 Branding and Cultural Heritage 35
  • TP3-Image, Branding and Cultural Heritage How to succeed in branding To succeed in branding you must understand the needs and wants of your customers and prospects. You do this by integrating your brand strategies through your company at every point of public contact.Your brand resides within the hearts and minds of customers, clients, and prospects. It is the sum total of their experiences and perceptions, some of which you can influence, and some that you cannot. YOUR BRAND IS THE SOURCE OF A PROMISE TO YOUR CONSUMER Intelligent Furniture – TP3: Image,06/03/12 Branding and Cultural Heritage 36
  • TP3-Image, Branding and Cultural Heritage Brand goes beyond marketingImagine you are about to embark on a trip of a lifetime. You’ve received brochures for a luxury resort. The rooms arelavish; the grounds impeccable. Photos of the restaurant’s signature dishes look delectable. You’re sold.You go to thehotel. The room is musty and a tad dirty. The food is barely passable. Service is brusque and spotty at best. When youcomplain to management, you’re met with indifference, or worse, silence. You leave disillusioned and disgusted. For allthe resort’s slick marketing, they’ve fallen woefully short.Branding will not be successful without ensuring that all aspects of yourbusiness reflect and support your intended brand. Intelligent Furniture – TP3: Image, 06/03/12 Branding and Cultural Heritage 37
  • TP3-Image, Branding and Cultural Heritage Intelligent Furniture – TP3: Image,06/03/12 Branding and Cultural Heritage 38
  • TP3-Image, Branding and Cultural Heritage Intelligent Furniture – TP3: Image,06/03/12 Branding and Cultural Heritage 39
  • TP3-Image, Branding and Cultural Heritage How To Define Your Brand By defining who your brand is you create the foundation for all other components to build on. Your brand definition will serve as your measuring stick in evaluating any and all marketing materials and strategies. You will begin this process by answering some questions howtodefineyoyrbrand.pdf Intelligent Furniture – TP3: Image,06/03/12 Branding and Cultural Heritage 40
  • TP3-Image, Branding and Cultural Heritage Brand Image: Brand is about meanings Your brand is the sum of total of all the meanings that all your possible audiences carry around about you in their heads and in their hearts SPORT DESIGN FASHION QUALITY MEANS CHILD WORK EXPENSE HIP HOP CULTURE brandandmeaning.pdf Intelligent Furniture – TP3: Image,06/03/12 Branding and Cultural Heritage 41
  • TP3-Image, Branding and Cultural Heritage Brand purpose Purpose: the motivation behind what we do. What’s your brand purpose? Elements of purpose: AMBITION AND DESIRE TALENT RATIONAL INTENT VALUES CONTEXT CREATION & IMMAGINATION NARRATIVE RESOURCES Intelligent Furniture – TP3: Image,06/03/12 Branding and Cultural Heritage 42
  • TP3-Image, Branding and Cultural Heritage AMBITION AND DESIRE We respond to the best brands because they capture some aspect of our humanity and relect it back to us. Look at your motivations, they will influence heavily what you do with and to your brand + RATIONAL INTENT = BRAND STRATEGY Intelligent Furniture – TP3: Image,06/03/12 Branding and Cultural Heritage 43
  • TP3-Image, Branding and Cultural Heritage TALENT Do not overstimate, do not underestimate, recognize and develop it. Two main categories: 1. Something you are already skilled at, or something you can learn to do yourself cost-effectively enough to make it appropriate for you to be be spending tim doing it. 2. Something that you’ll either ind really challenging or even impossible to learn to do well, or that will take you lot of time to learn and continue to do that you’d better off paying someone else to do it. talent.pdf Intelligent Furniture – TP3: Image,06/03/12 Branding and Cultural Heritage 44
  • TP3-Image, Branding and Cultural Heritage BRIANZA WOODEN FURNITURE DISTRICT Starts in 1700 From countryside to artisanal workshop. Custom design for exhigent clients, french influence. High specialization (in-house built machinaries) 1860 First school of training for artisan Synergy between designer and architects -1820: the export Creativity and innovation, care of details and elegance, the good as a sinle piece of art Design - Style boom: 1950 – 1960 – 1970 Intelligent Furniture – TP3: Image,06/03/12 Branding and Cultural Heritage 45
  • Intelligent Furniture – TP3: Image,06/03/12 Branding and Cultural Heritage 46
  • This project has been funded with support from the European Commission. This publication reflects the views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein.06/03/12 47