torsdag 18 december 2008
Identity Brand Camp 09
Vi på Identity Works har fått den stora äran att leda varumärkeskursen på Berghs för Grafisk Design 2:orna. Och gissa om de ska få jobba. Och lära sig att bygga och skapa starka varumärken. Vi kickar igång direkt den 7 januari med en härligt lång dubbel lektion. Så jag passar på att önska våra blivande elever och alla andra en lugn och fin jul. För nästa år smäller det!
onsdag 3 december 2008
Is European innovation lagging behind?
We get the answer straight up: NO. But the guy’s speaking from Duke and Levi Strauss do see a lot of traditional ideas taken into new medias. Where they don’t necessarily work as well. Then onto the recession; where the consumer needs to feel confident in an overexposed world. So the strategy in a recession would be to under promise (the communication: deliver variety) and over deliver (the product: deliver comfort). That will create the strong loyalty needed in a recession market. They show some great cases: Using iPhone as a level (vattenpass) for Bosh!
!
And Emotional cities, where buildings in the city are coloured by the mood of the inhibitors via a website. Then the Levi’s case: That shows how well retail and digital can go together: Branded entertainment creates a retail experience witch gives an added value service. That leads to an activity tool that enables a loyalty far beyond club card and collecting points. And finally a really interesting aspect at one of the seminars today. Who signs off (=pays for) the idea? And the notion that clients are not structured for digital innovation and creative visions as a whole. Also the clients need to be at the right level and need to evolve too. Suddenly I felt very lonely without some of my dear clients next to me. We need to do this work together and be on the same level. The speaker works at Levi’s and has in only one year moved the brand to higher levels. They talked about change management. An interesting term. The aspect is often forgotten. Clients need to be able to manage change in their organization. Specially when making a strategic move with the brand. So it’s time to define and support the client of the future!
!And Emotional cities, where buildings in the city are coloured by the mood of the inhibitors via a website. Then the Levi’s case: That shows how well retail and digital can go together: Branded entertainment creates a retail experience witch gives an added value service. That leads to an activity tool that enables a loyalty far beyond club card and collecting points. And finally a really interesting aspect at one of the seminars today. Who signs off (=pays for) the idea? And the notion that clients are not structured for digital innovation and creative visions as a whole. Also the clients need to be at the right level and need to evolve too. Suddenly I felt very lonely without some of my dear clients next to me. We need to do this work together and be on the same level. The speaker works at Levi’s and has in only one year moved the brand to higher levels. They talked about change management. An interesting term. The aspect is often forgotten. Clients need to be able to manage change in their organization. Specially when making a strategic move with the brand. So it’s time to define and support the client of the future!
Droga5
See the interview with David Droga just after his seminar on-line: http://mingeltv.eurobest.com/videos/details/48 (I couldn’t make it to the seminar. Had to take my son to the dentist. All those priorities in life!) (Catarina: did you go?)
tisdag 2 december 2008
No wore walls
Julian Wade from 180 Amsterdam made a very good seminar today at Eurobest in Stockholm, Berns. He starts with the Bauhaus manifest: Form follows function. And talks about how relevant that still is today. Here are some of his sayings:
- We need to start to think outside the boxes we put ourselves in. (i.e. I’m a designer then my ideas are design ideas. And instead mix creative specialists and do things together).
- A world so fragmented with visual noise need the Brand Identity to drive a pure signal. This is now more vital than ever.
- The big ideas is a given. But the boxes and walls are not.
- Today it’s about creating and building a brand, not just selling a brand.
Then some great cases:
Adidas: Impossible is noting: The art by athletes project. The idea was to make superstars human by letting them draw and paint and then make animations, art books and web sites around their art. Beautiful and goose bumpy concept.
BMW: To put the motorcycle brand to a younger audience. He continues: What if we think less in terms of a brand identity and more in terms of a fluid brand personality. A more spiritual appearance. And the created the Unstoppable concept. A totally mind-blowing interactive idea when people on bikes have created drawings via the GPS track by racing around a city. Amazing. Especially for a map-loving person like myself!
See the interview with him after the seminar: http://mingeltv.eurobest.com/videos/details/38
Love his last words about that all that are nominees are winners = us at Identity Works!!
- We need to start to think outside the boxes we put ourselves in. (i.e. I’m a designer then my ideas are design ideas. And instead mix creative specialists and do things together).
- A world so fragmented with visual noise need the Brand Identity to drive a pure signal. This is now more vital than ever.
- The big ideas is a given. But the boxes and walls are not.
- Today it’s about creating and building a brand, not just selling a brand.
Then some great cases:
Adidas: Impossible is noting: The art by athletes project. The idea was to make superstars human by letting them draw and paint and then make animations, art books and web sites around their art. Beautiful and goose bumpy concept.
BMW: To put the motorcycle brand to a younger audience. He continues: What if we think less in terms of a brand identity and more in terms of a fluid brand personality. A more spiritual appearance. And the created the Unstoppable concept. A totally mind-blowing interactive idea when people on bikes have created drawings via the GPS track by racing around a city. Amazing. Especially for a map-loving person like myself!
See the interview with him after the seminar: http://mingeltv.eurobest.com/videos/details/38
Love his last words about that all that are nominees are winners = us at Identity Works!!
måndag 1 december 2008
Eurobest in Stockholm!
Today I'm skipping between seminars and workmeetings. And there're a lot of interesting things going on at Berns. And we're nominated in the Design category! Åbro Lion with tatoo illustration and all. Yes! Enjoy some footage from inside:
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