Branding in a New Context
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Presented to design students and young business folks about branding and logo design in a new context — as a speaker at DNoise, Jaipur (January 2013)
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Branding in a New Context
- 2. Business of
- 4. Logo ka kaam hai kehna Logo should speak for itself.
- 5. & not just speak Logo needs to talk Now
- 6. ? — factors causing change — state of a company
- 8. An Internet-based free multilingual encyclopedia Image Courtesy: Wikipedia
- 9. a British design studio, came up with an alternative: a shapeshifting “W” that uses JavaScript to generate a unique movement and mark for every search term in the Wiki-universe. Moving Brands’ Hypothetical Mark Image Courtesy: fastcodesign.com
- 10. Image Courtesy: fastcodesign.com The mark tries to capture the dynamism of the most popular crowdsourced encyclopedia and, at the same time, help users improve wikipedia entries. More than 3.2 million variations
- 14. Brands breathing in space Image Courtesy: fastcodesign.com
- 15. The Space
- 16. The Space Broadcast yourself. 140 express. Follow. Word. Press. Publish Shoot. Upload. Price it. Pin it. Connect. Hire.Like. Share. Click.
- 17. Product • People • Places The Space Broadcast yourself.Price it. Pin it. Connect. Hire.Like. Share. Click. 140 express. Follow. Word. Press. Publish Shoot. Upload.
- 19. So, should brands be Smart Social Super-flexible • •
- 20. Smart Self-organized • Analyse • Adapt n. smart systems are self-organized systems with built-in feedback mechanisms and the ability to reorganize themselves constantly to adapt to their ever-changing environments.
- 21. Smart Systems identity Image Courtesy: lava.nl
- 22. Smart Systems Cloud Image Courtesy: ansnuclearcafe.org
- 24. B to C — not brand to consumers —
- 26. Social New social is connecting smartly!
- 28. Image Courtesy: frogdesign.com Facebook’s Analog Research Lab
- 29. “...Christopher Cox, vice president of product, defines the concept as improving how people build human-to-human, versus human-to- interface, connections online. Facebook’s social network, he says, is the virtual equivalent of an actual space in which people regularly gather to converse, play, collaborate, and share.” Human to Interface Human to Human V/S
- 30. Super Flexible
- 31. Brand = a living organism
- 32. FB API
- 33. “It provides developers with the opportunity to deeply integrate their app into the core Facebook experience, which enables distribution and growth.”
- 35. Life magazine Illustrated by John Falter 1960
- 36. Brand are more dispersed
- 37. personified
- 38. larger than life
- 39. painting pictures Image Courtesy: knowzy.com
- 40. So, brands should be Smart Social Super-flexible • •
- 42. Business then Image Courtesy: museumvictoria.com.au Characteristics
- 43. One Function Input Output Machine like Parts • •
- 44. One Function life time? people? tasks? Input Output Machine like Parts • •
- 45. Business now Image Courtesy: city-data.com
- 46. Diverse ecosystem Strong identities listen & observe • • “Interestingly, the long-lived companies have several characteristics in common with large cities”
- 47. Diverse ecosystem Strong identities listen & observe • • decentralized culture evolve
- 48. “Companies die because their managers focus on the economic activity of producing goods and services, and they forget that their organizations’ true nature is that of a community of humans.” Shell executive Arie de Geus, The Living Company: Habits for Survival in a Turbulent Business Environment (Harvard Business School Press).
- 49. Branding is a means to build communities — for diverse connected people —
- 50. Breaking the clutter is one Joining the cluster is another