We all belong to something.
With this sentence, Tim introduced us to a new interesting concept: the brand tribes. We all are part of a tribe, a community, a city, a borough, a family and even a political party. Tribes are groups of people who are linked and share the same values. We could think of brand tribes as tribes 2.0: people are linked through things they consume. If “classic” tribes are made by the people for the people, brand tribes are made by brands for the people.
We live in a society where traditions that bound us together are breaking down, slowly taking us to alienating ourselves from others, Putnam says. Another view on the same subject by M. Maffesoli, a french sociologist claims that consumers respond to these potentially alienating and isolating conditions by forming ‘collective identifications’ or as we call them brand tribes. With the evergrowing competition bewteen brands (competitive branding, see last blog post) brands need to rely more than ever on their customer! Therefore, brands need to create a shared belief that helps people to relate to their brand and smash the competition: brand tribes are basically the product born by those brands succeding in this task of relating their customers to the brand.
But how brands succed? Let’s think about the creation of a shared belief as a journey, made of three different steps (do something, become someone, belong to something) that helps customers to understand the brand and fully embrace the brand belief. A striking example is Harley Davidson, a brand that embrace freedom as their shared belief; When thinking of this brand, people always picture themselves in this perfect american dream, riding their chopper all across US on a sunny day. Even if nowadays this is one of the most massive shared belief on earth, this brand (as every other famous brand) put a lot of effort in the creation of a shared belief and became what it is TODAY.
You, Me, and the brands we know – Week 3
Brands and identities are what nowadays society is made of, literally. We live in a world where brands can be seen in every corner and have the power to shape society itself. As such, we could say that companies use brands to draw us to buy their products and to try to persuade as much people as possible ( I’m referring also to people which aren’t linked to the brand target itself) to try it at least once.
Tim started this week CTS showing us one of the most used (which means it works) and controversial fonts used in modern industry: Helvetica; Starting point for an interesting question he then raised:
we use brand identities to define and design who we are, but how can brands help us to really define ourselves?
Storytelling and narratives are the answer, which are what really define a successful brand. Through this two keywords people can easily relate to a brand (and buy it!). Independence, rebelliousness, caring and creativity are just a few example on which a brand can relies on for a compelling narrative. An example could be Nike (a brand with both caring and creativity driven narrative), that gives its customers the chance to go full creative and customize their own shoes, pretty much the future.
As the second part of our session, JP introduced us to sub-branding and competitive branding: as for the former, a brand could include other brands called sub-brands (not less important): almost like two brands work together for a bigger purpose. An example could be Apple (the main brand) having a partnership with Intel (the sub-brand) for its micro-processor, essential for any computer; The latter is more of an obvious way of doing things: differentiate two products of the same category (e.g kitchen soap) through a complete different approach to the brand image itself.
CTS First Week – Autorship & Research
This week we had the chance to meet our library mentor, which ended up to be also our morning lecturer. She introduced us to a couple of very useful and important concepts: research and authorship. The lecture had different tasks and steps to let us investigate into those concept and help us to really understand what might be the most useful and essential task for us in the next 3 years or so. Personally, I have a complete different personal approach to the graphic design world meaning that I’m not used to research much; If course requires research, I wish it wouldn’t be that essential until the point that my marks/progression are determined by it.
The lecture started with the introduction to the concept/definition of an author and authorship saying something that I found very interesting: we are all authors, meaning that we all create something at some point therefore we all are content creators. Even if those two concepts are linked, I think authorship is something more rare: not everyone can have authorship on something, if someone has already got authorship on something is very rare that another person or group of people can take on the former authorship.
Other concept we discussed were context and authority, the former let you understand if a source is useful for your academic research and the latter helps you understand the suitability/reliability of the source. She then concluded talking about critical thinking suggesting that as creative people our critical voice needs to be spread and heard by others.
While she presented us to this lecture she also gave us two tasks to complete. The goals were for us to understand what are the best sources of information (blog, twitter etc) for our research and to let us know that research can also be done just through multiple questions, even if we don’t know much about the subject.
This is one of the two tasks we were asked to complete: they gave us a list of sources of information and in group we had to order the list by importance. We were asked to complete this task twice: at the start of the lecture, and at the end after we learnt more about the importance of source material.
but we tried to answer that through this huge paper of nonsense thoughts.
Basically if you want to brand something you need first to understand the new/existing identity of the client (e.g backstory,colours etc) and what they want to tell people through their brand new logo (goals, previous achievement etc). After that you can start work visualising the ideas you (and the client!) came up with. After a lots of hard work (and sweat!) your client will finally be happy and you will cash a lot of money!
The first CTS of the years has gone and we can’t wait for the next one already 🙂 (Kidding!)