A Certain Tone of Action - Folksy Summer School August 2013


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I was invited to give a talk on brands and ideas at the inaugural Folksy Summer School in Sheffield over the weekend 10/11th August 2013.

There's a video up here now you can watch of the whole talk - http://smithery.co/making/forget-tone-of-voice-find-a-certain-tone-of-action/

Besides the Folksy gang being brilliant (so I just couldn't say no), this was an opportunity to take a lot of the new thinking and ideas I've been formulating this year into a different kind of presentation - instead of thinking from large brand down, it made me think from indiviudal designer-maker up.

In hindsight though, it's probably as applicable to big, established brands too. And anyone who tries to communicate what they're trying to achieve through their work.

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A Certain Tone of Action - Folksy Summer School August 2013

  1. 1. “work of” “goods made” http://rivetin.gs/artefact
  2. 2. two types of principle workbut just one
  3. 3. http://rivetin.gs/sennett
  4. 4. what if there are dialectic and dialogic structures & cultures too?
  5. 5. modern economics: the value of a thing is determined by what one is willing to give up to obtain the thing
  6. 6. The labour theory of value the value of something is determined by the labour that went into its production
  7. 7. perhaps there’s a labour theory of brand value* *it might need a better name, mind
  8. 8. Field Notes
  9. 9. £0.99 £3.33 per padper pad
  10. 10. “marketing is world building. With unlimited bandwidth we can now show you the world.” @TobyBarnes
  11. 11. We’d rather buy this world...
  12. 12. ...thanthis world
  13. 13. big brands find factory hollow this hard because of their
  14. 14. make brand vaguely interesting & buy loads of media make product very efficiently
  15. 15. Marx was half right...
  16. 16. it’s not about the meansof production http://rivetin.gs/sneveoslo
  17. 17. it’s about the meaningin production
  18. 18. Labour theory of brand value: you have to make everything with the infinite canvas of the internet in mind http://rivetin.gs/legoinside
  19. 19. I’m really interested in the making of ‘it’ -where the making is part of the story of the ‘it’... thomas heatherwick “ ” http://rivetin.gs/heatherwick
  20. 20. four ways to break apart dialectic brandsand make them actually useful in a year that doesn’t start with 19..
  21. 21. “It’s not research and development, but persistence of vision...” Stuart Wood Head of innovation Heatherwick studio
  22. 22. thank you john v willshire http://smithery.co @willsh john@smithery.co artefact Cards http://shop.smithery.co
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