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A Certain Tone of Action - Folksy Summer School August 2013
 

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. ...

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 A Certain Tone of Action - Folksy Summer School August 2013 Presentation Transcript

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