tag:blogger.com,1999:blog-84143023573405631032024-03-21T15:10:52.065-07:00CONTEXT OF PRACTICEAlejandro Zorita Santanahttp://www.blogger.com/profile/02235966639301235740noreply@blogger.comBlogger71125tag:blogger.com,1999:blog-8414302357340563103.post-27514402984414522472018-01-20T04:22:00.002-08:002018-01-20T04:22:19.795-08:00Summative FeedbackThere has been very good acceptance towards the final outcomes of this project. After publishing it on <a href="https://www.behance.net/gallery/60857611/Essence">Behance</a> and sharing it to see what the people that gave me formative feedback thought, they seem to understand the visual identity and their comments are very positive.<br /><br />The only downside is that some people say it's the white text on gray background or viceversa is not very readable. But that aspect has been justified in the production process, and it somehow makes people look twice to read it.Alejandro Zorita Santanahttp://www.blogger.com/profile/02235966639301235740noreply@blogger.com0tag:blogger.com,1999:blog-8414302357340563103.post-24231866841324193222018-01-19T11:55:00.002-08:002018-01-19T11:55:25.321-08:00Time management and original organisationTime management was key for both writing the dissertation and making the practical work. It was predictable that the months between September and January were going to be pretty intense, so I wanted to make sure I didn't get stressed out by the situation and started the research during summer.<br /><br />Watching videos, e-mailing professionals and reading books started in this period and by October all the research was done and it only needed to be written. This took more time than I imagined, as the way the dissertation is written is more strict than the past 2 years.<br />
<br />
My plan was to have the dissertation finished by the end of November, but due to how the module is structured this was delayed one more month. Although, by the beginning of December the essay was pretty much shaped and it only needed a bit more of work plus revisions to be completed.<br /><br />The practical work was started during the period of Christmas and it took shape by the beginning of January, a bit after we were back. It was considered the time for feedback sessions, as I of course get from peers in the studio but also from diverse communities on the Internet. These ones require more time to gather the information needed, which was something considered as well.<br /><br />The time was organised by using a bullet journal, which in the picture might look messy but helps to getting things done and not forgetting about what is needed to do for every tutorial and checkpoint.<br />
<br />
<img height="480" src="https://lh3.googleusercontent.com/iYX_TgalZbgA01_ERlEt_YC-k7isOvDGvxcpOmSPAJ7ny9X5AViPIuEjtCPLBMENVbG88wAfGGZfAvunwW5FMfkfb_NbKWV217EYtlti-McULPSFhozCjK-2-JEkLHwolijSf7zuqBoSya41xDRfkp3AAf2ydSqiOLSvYCo5n686LVQAKGtclN94QYGSOReMGDged8ClrkCOtyJRZUW4AIdXLgnbYqiYoP8cAUEvUXw7mxvtsuFkPGVYu1l9Z6BaTISns2njzuZ9M3G5mERnigLzjsMlfFFDfrtVxbwXlww0hWZBPv1jpuMIsbUyBK4UKLeQNutdqOx7-i7bHSrNZVRvCcdRrX5onA9cuA0FccmBBFg7ebFd2je0DISXR1wq4wNuwXNdx7YZoJ3-SCH5FShWp4ewOS_MAtGEKoUkXjEVEqMbcNtTKPjX44xiAspToD5FOXNHn082gpWtosYa-GXeak1kGXXZ3ktR1u8snxFpciBuEerx1yfSGej8QC9tYYt4uvCmr9mH3-kG4OrKTW_Qsjohifq5Zt0ugVKACOwYSGNlFiQ-Ub_L24h27Ko4S8GNnGE25ABO-qSqM3YiJQgguIHHDdcEQmWb42I=w1266-h949-no" width="640" /><br />
Alejandro Zorita Santanahttp://www.blogger.com/profile/02235966639301235740noreply@blogger.com0tag:blogger.com,1999:blog-8414302357340563103.post-6052994508495939042018-01-14T14:12:00.001-08:002018-01-14T14:12:33.279-08:00Final TutorialFor the final tutorial I had a couple of questions about the conclusion. Ben suggested me to talk about how products use to add things to our lives and now it's about how brands are a way to represent a personality instead of changing it. I thought that was interesting, but that seemed to me like a big claim for a conclusion that hasn't been backed up throughout the rest of the essay. Apart from that, only a few mistakes were left to be corrected.<br />
<br />
Making an animation was another suggestion he made, which it was eventually created to see how this visual identity would express itself in digital media. Some ideas were that the text could breathe, as an extension of the visual identity to a time based format.Alejandro Zorita Santanahttp://www.blogger.com/profile/02235966639301235740noreply@blogger.com0tag:blogger.com,1999:blog-8414302357340563103.post-91845463434261866352018-01-12T08:41:00.000-08:002018-01-19T11:43:33.812-08:00Practical work - ProductionAs it was mentioned in the essay, the signifiers that are going to be designed and the ones that are to come have different meanings for different persons, so the opinion that has more importance over the rest is the one from the target audience. Since there's no access for a research at that level for this project, there will be some room for interpretation of what consumers like Donovan or Yu Yan (please check the blogpost <a href="https://www.blogger.com/blogger.g?blogID=8414302357340563103#editor/target=post;postID=4744893665942786445;onPublishedMenu=allposts;onClosedMenu=allposts;postNum=1;src=postname">Practical work - Research</a>) might think of these signifiers.<br />
<br />
The production of this visual identity relies on the creative axes previously analysed:<br />
<br />
- Premium<br />
- Motivational<br />
- Emotional<br />
- Private<br />
- Perceptive<br />
- Science based<br />
<b><br /></b> <b>Logo</b><br />
<b><br /></b>The logo of the brand needed to include a word, as it's a brand that is not known by the public and needs a name to be recognised by. The first step was to sketch out different ideas and write down/draw everything in mind and also exploring ideas with the books "Logo" by Michael Evamy, "Symbol" by Angus Hyland/Steven Bateman and "Alphabet logo" by counterprint. These are some ideas taken from those books.<br />
<br />
<img height="480" src="https://lh3.googleusercontent.com/I6Ci2s-AUAwdPKMQiIEwYbLy63HTxwL55bavvY3DkVv0fgY7m6QI4Mj01JioNZF20Wiea-FZHWicsucUtXncwVmfAFNrqmLC1FCcEHBJczWCtln8nrtGqfPcZcRZXRTbHojY9kkwoZbL6J6bkxi1dNWCl2UH5Ty72rf8mppageutReEKjTs0XTCtXjFPPnm4Yw2F0DPgjvXG9QuvYSXd3p7oWRubCx_6hKgCkvXh-6JrUaMzs7SaxwvCXPifjsAVjmX0YKgKQ-RVp20YS03-dDAczLWOVlOMJx7S8EWcrHuzPm1RCWkFISXd7_WDOBmM36ulFZD0pOjDAOWF33VJkx4DVsZD--kSFoE4eKQ4RRn6s2eE2AzcVfbViLivzsJRmFQA31eopn4EfpJyz34oQE0sK8gf5fiCfwv576YWsVgI1Q2zCC56k4OvKyvlArMj2QpoMPdmo69KE_NYajUGcegNWuAOSUwee49d1zGJ2sNxzLCN3YRJAddyuP7S3W6KuVqnWeB4c80dcd35McBxT35mDj0zpmUfv6xhPiY8PdJjc0F8IBsCyNtTQjzEnFznT27PdOGwIVhNK3ZAw1AqaA-2ZYyYVKc4A50YFTo=w1234-h925-no" width="640" /><br />
<br />
<img height="480" src="https://lh3.googleusercontent.com/KNRX9iVIhCBDta4jAP1sSc8eKbtaNuVIF0wG7G9pCZdHJIJAzsyZwrq_5IFm7emsD0L9niR5DkpHGgA7EdgT5ZdmJ1Fbsri-Bz3Hc0uFmcZnlrJgLlcF9hoOQghlYL-hl9eu4bhCZdtQcbW-MpCKGAuZU8H08p3ZeOg0CBwHUR0pe9BFfAbJUPGrRXChviTOimCzjF04OfI_sRlQzJHjhNPoYZQVjO9u-4yVVlDUns7vvZHIYM7QkIK3XkZAAHg3pFDBtT7F9vBhaksd1oG7VEVm0hh60ttXqIBZogBYFpPsgjzkywUj3TjcxkEYukQ1cDhlZRxA_YGl491L_6WNQHgSt4sBu8NicW4NPpXBHMkbnF8liKXm4rOo07r7NE3qHO-YX4L1SA4TQaeAhKv7gmVlGxEzewqwpKApatVMrO3lAfVoWvG1EBW0xAiGe8miVm2jz0e61Hia7zWUmw8eM0wE5uvaeBM1XZM45xBNM9AWSOs0WPyBpBoxY9csci1LwjjBUlPPvVp4YzqLfKsKJV2XKLgl9tjiZHkSONd6U8cmL52jWAos4MUXBnBwczeH5-Hfqmok2aid0H9ixHXMu96HtTs7lveC-XgL8EU=w1234-h925-no" width="640" /><br />
<br />
<img height="480" src="https://lh3.googleusercontent.com/xUQgg9wKta5Fr02FUEx5Y6B0zRcOpLckkBFi8l9cUAsI41DacX7ws1iHMBoQfCNbVjKRLA8b2O2E3MAsr4DvVFEQHSpI5pPPze-HYr6P5dQDJJIN2rX4PykbNCiSl_Vagge3ukRhrMB8-aVYIoDNGnjrSfS0BjBYeB3TJaVDDJhGtBsvLd8yDdxSQAwXywg6BUzHOrKTFsmT7GTFaFPnGjjL_OLfL9xBE8lkGPfPS6YQyWuRKv8KYdYBIM1qfAVe06GwQKAjZg28tgT8X8Y_0GxCfu6jH2rWeRRyvmROZBgz4ROwA2mPH2qfyH1U2xUaV5Jaoqtf6Io773J0QxGu7Ea4ghHQIoJwpe40ytZrJbHErmjfyQpLx_FE9s-WT-3LWklbE7lmoyabe2MhZJEZUvhsZNk9LCRHo0aLT-6kbDscTtqaTR_YOwYUmqzzG74-tf3lSVJNvhO71LbAzm7F30mvn2zi0H6rW6Va87tHQKQxR0sEZNGGBa32dc0n9oELVlH8T9fsXDj4LVPORGGjXxWj-btoH-ZQvcyA_PWBnshyvDT8pphB4-TS1VYeSlZ_ttftJJ27IXrfD-fiDZ7cyBk2uwwfVZe81rU80VI=w1234-h925-no" width="640" /><br />
<br />
<img height="480" src="https://lh3.googleusercontent.com/6qOhk1mIM74e09tHXJtaoDqD_Rm6XmLzfaJyzUj3DdB92-ocCgfeUtj4NZStHMZCvLVp79NTuJD53H_QUp8dXkQmTIS9Jn2ZEE2kFoefw5tiy9XB3bFa8w1bp4R4Um4-7O5t15l2-0oKOOCrfZsPjU-UUN90ooVxPurN-qJZNuRLppGjMCWRwa4mV28_QKqh-kkSjbjTerFhW6jLUDvFFgIy5oQVYpok3w6yuoT5Imt7ZScyj2qhUJSEbEsGry6pMhgsdsdwMLOOeZJI1r954oFJX9SIFjw_Tyuv7Y6qX7kEkLQJvcViGAG5Rj5lu2yqxOapuw4sSIe4kxN-rtGojusJaq4aokDQLbMYamQ7mxpQGmHserN5cmiA7IKHNCOg5Tp7KSEGLLGT70-Z1ZiHnTEMPQ32iD1ZngHC_6KDL7SVNQgGjK-0cKzrzrihoWj2-Lti0dFG9q6AUWcM2VsjyHwwL0ZI0Ehi3eh5GVOsbgqE2leqn4iUtQLjKsNhkTv6jYSaDqcdpYX1x6k1K-z6KwAl84TE4kMLqZJyhwQqMOvK-lULKDdJRjDV2d-S0Ez82d3C0OmZkEMUbB6fFkzecVS7k4wBMUaN4Mi7yzw=w1234-h925-no" width="640" /><br />
<br />
<img height="480" src="https://lh3.googleusercontent.com/zYmSoYuJtHvHbC3EiZQ0kjID_acm2-c3bbwTY3fHmPimFkkXHUkJQf-HTpPy9FtyW4Xw4cEgZ7d6BSBtpQ_ixlhXr4DF2FAuRgiV63yeOq9MCV2gVRC2oUI1tn0zw74iKAZ4lywu6utld4WnQvdUEIanSlvXRgic51_a2SCc7wzQkZ2x42QshoygIAIWx1FELgbykhaKK2KA6IxQe0Y6WygPEtNOaQtFtoLcUJztXEqDXtJ2IV0dLxu4HGMaH_kQqOgGwhw57VAS3KJE2PUE2cP6iioW3UyNZIqBTZFvaSHA9QkKhGazTFHHBPtAX5cnvM9aqSDloImZObCiO3OWa1ipS_BKSt9-rtJJ6pcSB9PU9XxbuSk2ExDSNq_SDIUzZVAIsKJUWurjCxmgck-LvPvoCrOoPBYCMKcnb3XqQM-5DoRJtsZcgl4cWJ696DjsqBNO3mlDh6KZRIrDeDkMvCCxrbf5D2Gl3P-ySAZZ9aVWZ7N1i4-F0B9_7maMB0uFz3ESHfGBu6pCjeDZuqXp8Ev9eU4AgVQ_GdK-QIHgllz6va15WJ0rA6TJikR5sHl1BtU7EWnGZXab1ENQyLS5KOSdxU9Bhd4oWQeWkyk=w1234-h925-no" width="640" /><br />
<br />
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj98tqrBldb8SJYgjBXvtXNW-T_jdLORCgVgy7E4WTzKRvp8Gk0QNG2LBF5jkX-zjVjUzYM_HQ4w-YRfqwx9_2Uxqsw5ODH6tzvTK-RMRs87UuhYf_Zey084X-VMndmU8crpZ9m8_zRVTk/s1600/IMG_20180104_222316.jpg" imageanchor="1"><img border="0" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj98tqrBldb8SJYgjBXvtXNW-T_jdLORCgVgy7E4WTzKRvp8Gk0QNG2LBF5jkX-zjVjUzYM_HQ4w-YRfqwx9_2Uxqsw5ODH6tzvTK-RMRs87UuhYf_Zey084X-VMndmU8crpZ9m8_zRVTk/s640/IMG_20180104_222316.jpg" width="480" /></a><br />
<br />
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjZDHi5D9gkwOd1FD5mbf5IEtip_em8bz-HlWGQ30PeuxaY7mj-LdYk6SDo7Gsqe3bYXnIf-G4mw9wzIRTxL5GK6eIV3cXZCY5pyJw7sX2jbg4sjRSgaKZsJcq6k2Sf7YKjHs0e6HUUSgY/s1600/IMG_20180104_222358.jpg" imageanchor="1"><img border="0" height="480" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjZDHi5D9gkwOd1FD5mbf5IEtip_em8bz-HlWGQ30PeuxaY7mj-LdYk6SDo7Gsqe3bYXnIf-G4mw9wzIRTxL5GK6eIV3cXZCY5pyJw7sX2jbg4sjRSgaKZsJcq6k2Sf7YKjHs0e6HUUSgY/s640/IMG_20180104_222358.jpg" width="640" /></a><br />
<br />
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgxD-rd2x8f-IO9ZRol2xNzXFkWwf8aq6hEj0q6rfATVKg8t7aeBc856TmNbG6jRc83vm8N0lgXc8vYAEo6ETBtZ7OkBYFhQdl9oRSKy9b_oungorDO5PU05UUooNJ55EIJWIVh4PldA-Y/s1600/IMG_20180104_222457.jpg" imageanchor="1"><img border="0" height="464" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgxD-rd2x8f-IO9ZRol2xNzXFkWwf8aq6hEj0q6rfATVKg8t7aeBc856TmNbG6jRc83vm8N0lgXc8vYAEo6ETBtZ7OkBYFhQdl9oRSKy9b_oungorDO5PU05UUooNJ55EIJWIVh4PldA-Y/s640/IMG_20180104_222457.jpg" width="640" /></a><br />
<br />
The next step was to type the name in different basic typefaces (Bodoni, Clarendon, Din, Helvetica, etc) and analyse the connotations of them.<br />
<br />
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEizs7hndYvsuY3es3juVTBSkIE9QBVUDA8-kM9pAz6bnluRXD4wiZem1PpADebZZinhn9JCIuHWwIZzJ52j_hGB-lQXewOP_dJUOZts9cz3_QVprtCbNg5TwocJ150skIlZsyPvEGGXug4/s1600/Captura.PNG" imageanchor="1"><img border="0" height="324" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEizs7hndYvsuY3es3juVTBSkIE9QBVUDA8-kM9pAz6bnluRXD4wiZem1PpADebZZinhn9JCIuHWwIZzJ52j_hGB-lQXewOP_dJUOZts9cz3_QVprtCbNg5TwocJ150skIlZsyPvEGGXug4/s640/Captura.PNG" width="640" /></a><br />
<br />
By analysing the word Essence in combination with the typefaces is possible to tell if it meets the creative axes. On the left side, the sans-serif typefaces could be easily seen in the context of high fashion, perfumes and similar environments. The ones on the right hand side are more flexible for use, and they can be seen in different contexts. Some of them are written in full capital letters just to see what would work best.<br />
<br />
The chosen typeface is DIN 1451 Std Engschrift as there's an element of sci-fi to the long shape (an interpretation of science), but not as noticeable as Ailerons, one of the fonts considered and showed right below. Din it's easy to read, clean and robust enough to be readable from a distance and to stay premium. There was a search of similar typefaces that had the elongated shape, but DIN was the one with more pleasant proportions.<br />
<br />
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiTloq8C6erGEVJjdbfyLeW8DkD0zhus35vNe-Aly9-dFrp3qc4Vq4g_qs-_1f-vfv3vbBKdeEB_fzoa8ufekzcjHp1WA9G-4B77juHBw22ArgUQBA1bEmsRXW-0QmN6vfFc5M3kpojb_U/s1600/Captura2.PNG" imageanchor="1"><img border="0" height="93" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiTloq8C6erGEVJjdbfyLeW8DkD0zhus35vNe-Aly9-dFrp3qc4Vq4g_qs-_1f-vfv3vbBKdeEB_fzoa8ufekzcjHp1WA9G-4B77juHBw22ArgUQBA1bEmsRXW-0QmN6vfFc5M3kpojb_U/s400/Captura2.PNG" width="400" /></a><br />
<br />
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgUNZyYn4NiaMndeGmd3jGPB-7YUcjm7pfnrl7SQbWnrexteXrSEZFsN1EItrpLQaicC8YJLJfd3Nm0Y_AoZySlzxnOLy41Hbak6i4WDuU6u1SgwKRoqsgEjOoK4_EnZinLRml7HBIppWg/s1600/Captura4.PNG" imageanchor="1"><img border="0" height="87" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgUNZyYn4NiaMndeGmd3jGPB-7YUcjm7pfnrl7SQbWnrexteXrSEZFsN1EItrpLQaicC8YJLJfd3Nm0Y_AoZySlzxnOLy41Hbak6i4WDuU6u1SgwKRoqsgEjOoK4_EnZinLRml7HBIppWg/s400/Captura4.PNG" width="400" /></a><br />
<br />
After choosing the typeface as how it can be seen in the notes previously shown, the space between letters should be quite considerable as it is the visual identity for a company that sells something intangible related to air, emotions and luxury. These three characteristics can be related to freedom, which is another connotation a spaced tracking can have. The golden ratio was used to find a good balance between the size of the typeface and the space there should be between the characters.<br />
<br />
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjhAfSOc9tv7tIWdlH_uwfn_61jwQKJ6Hm_tSElqsTiQxFdjhspByptLz8ScoHdWLzEiNSmIrm2XpfYtv160g37Y0cTqFK8_HHCbVRGaX9o8V4GPH-_Uz78jIhDbGdtaijvMW0k5DVuvY4/s1600/Captura3.PNG" imageanchor="1"><img border="0" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjhAfSOc9tv7tIWdlH_uwfn_61jwQKJ6Hm_tSElqsTiQxFdjhspByptLz8ScoHdWLzEiNSmIrm2XpfYtv160g37Y0cTqFK8_HHCbVRGaX9o8V4GPH-_Uz78jIhDbGdtaijvMW0k5DVuvY4/s320/Captura3.PNG" width="320" /></a><br />
<br />
As in the sketches, it was applied to the text a gradient/duotone effect to emulate the particles of the smell emanating from the letters. The tall typeface was also useful for in order to play around with how the transition would take place, but the result was not what was initially expected and it looked more like a led screen instead.<br />
<br />
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhZNWZmeNBFKAzH5laMIelBz1fe6F7T9GZoQE7ILHcXmf10-DpNeYj8r3D5eahCMhW83viXtK2GBEsl82hs-rLW-H1IVBHPPtK3-qmJvVyH7bGmUR2kD-J872r4F_0MUBzRYaEVSwtWstw/s1600/Captura5.PNG" imageanchor="1"><img border="0" height="261" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhZNWZmeNBFKAzH5laMIelBz1fe6F7T9GZoQE7ILHcXmf10-DpNeYj8r3D5eahCMhW83viXtK2GBEsl82hs-rLW-H1IVBHPPtK3-qmJvVyH7bGmUR2kD-J872r4F_0MUBzRYaEVSwtWstw/s320/Captura5.PNG" width="320" /></a><br />
Another idea was to change the dimention of the dot, and make a circle around the word Essence, emphaising on a single particle.<br />
<br />
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgZVU1cGIvMHpp7Hff2WnK5zpivfwNxbQcaOmXYcFmLv3jFkXvq34L-xNQ3Wgsgc8s9oOF2Td7GXUcNwG3enuLWnvgPBRFaaawNEVNsm2VNDcvcHMcXqkJEY4ZhWOyAByvkfH1dBQx5VQw/s1600/Captura5b.PNG" imageanchor="1"><img border="0" height="296" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgZVU1cGIvMHpp7Hff2WnK5zpivfwNxbQcaOmXYcFmLv3jFkXvq34L-xNQ3Wgsgc8s9oOF2Td7GXUcNwG3enuLWnvgPBRFaaawNEVNsm2VNDcvcHMcXqkJEY4ZhWOyAByvkfH1dBQx5VQw/s320/Captura5b.PNG" width="320" /></a><br />
<br />
The word 'Essence' was placed in a rectangle that was measured with the proportions of the golden radio. This was in order to represent a safe space, like a room. The spaced word represents, as mentioned, air, emotions, luxury and freedom but all of it in a private space. The upside down triangle means to represent an abstract inflated chest. The symbol doesn't provide much consistency to the rest of the components. The design needed a more considered symbol that went along with the rest of the components.<br />
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgQtlIB2G0ZMItxa8RuBWdM0rt2Xuw_KvbWPd1zpWbpb2S7sjK_M5bd8ybYlun36z7xs2idsHTBg_Z_5cXhRxujJ8EBsKzPiii0ay5SGJfJ_TsaGyIL7qEIysZMNQQYWrYESuFy6XWRHlA/s1600/Captura6.PNG" imageanchor="1"><img border="0" height="328" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgQtlIB2G0ZMItxa8RuBWdM0rt2Xuw_KvbWPd1zpWbpb2S7sjK_M5bd8ybYlun36z7xs2idsHTBg_Z_5cXhRxujJ8EBsKzPiii0ay5SGJfJ_TsaGyIL7qEIysZMNQQYWrYESuFy6XWRHlA/s640/Captura6.PNG" width="640" /></a><br />
Before drawing any symbol it was important to keep in mind the values and the interpretation of these. Different symbols were considered as it can be seen in the notes at the beginning of the blogpost. One of them was the container of the scents. The problem with representing the cointainer is that it would be an attribute, which goes against the nature of this project. In the end, it was decided that the symbol will be a swirl representing the smell. It's an attribute as well, but a more flexible one that allows manipulation to represent certain meanings like delicacy or something ethereal and intangible. The shape below was constructed using circles from the golden ratio in order to keep consistency with the way the other elements have been also constructed.<br />
<br />
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi71bDLuCTD9oJhJQjgl6zu2uro5KbLCPjhPaa8Wpozcb6AS-nSc5K-ITyT8WQTnUda3AcVymCBGWu3SpzE_CpBH5aLIIm3wCqSjXkGaozJDzdhL4epVTYI83hHeKCbWnC6FOv8YhUYw54/s1600/Captura7.PNG" imageanchor="1"><img border="0" height="424" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi71bDLuCTD9oJhJQjgl6zu2uro5KbLCPjhPaa8Wpozcb6AS-nSc5K-ITyT8WQTnUda3AcVymCBGWu3SpzE_CpBH5aLIIm3wCqSjXkGaozJDzdhL4epVTYI83hHeKCbWnC6FOv8YhUYw54/s640/Captura7.PNG" width="640" /></a><br />
<br />
The new symbol replaced the triangle above and below the word. Also, it was doubled to see if it increased the feeling of motion, but it looks like a flame and it can be confusing.<br />
<br />
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhvlkngBV8la6QRS-kNii4o5dnslrQInIbSwblcnHwNQSPQC3Bj5JWU2BRBi0QZ_t-VCj4tAo3Ap_YXzGVg2B30jtXUz3JCme6RxmZyRLLfwxFhnRWrffIQYu3P4upv1dD2uVOi80yhlsE/s1600/Captura8.PNG" imageanchor="1"><img border="0" height="193" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhvlkngBV8la6QRS-kNii4o5dnslrQInIbSwblcnHwNQSPQC3Bj5JWU2BRBi0QZ_t-VCj4tAo3Ap_YXzGVg2B30jtXUz3JCme6RxmZyRLLfwxFhnRWrffIQYu3P4upv1dD2uVOi80yhlsE/s400/Captura8.PNG" width="400" /></a><br />
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjptowlweEGf7CYJt09rW7GofuRjAWopixS5ZNXhz8cCnEJeCazTJhjb8NeoAbGmMGUm7BUcyLsygZLmtfF1nBirLXbFMhFd3VgzMHI9Y9O2syGKhhvyvkKMUdp9syh7lSKBUlObx0hpZ4/s1600/Captura8b.PNG" imageanchor="1"><img border="0" height="156" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjptowlweEGf7CYJt09rW7GofuRjAWopixS5ZNXhz8cCnEJeCazTJhjb8NeoAbGmMGUm7BUcyLsygZLmtfF1nBirLXbFMhFd3VgzMHI9Y9O2syGKhhvyvkKMUdp9syh7lSKBUlObx0hpZ4/s320/Captura8b.PNG" width="320" /></a><br />
<br />
Other alternatives, similar and different to the ones explored earlier, were also tried out.<br />
<br />
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhp_sSSsEmre6moh4qNJ31kklH1VgtekxyiosG-Jp8MY-1RJTCv0i3_B9ARnCByPrhIOoSSzyeO70dw26_wpsAvU16pHWBlCR8ULbP_Q4DuDEQcRTMPXG9qA9ce4rl_79b2tYH05O1V4KE/s1600/Captura11.PNG" imageanchor="1"><img border="0" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhp_sSSsEmre6moh4qNJ31kklH1VgtekxyiosG-Jp8MY-1RJTCv0i3_B9ARnCByPrhIOoSSzyeO70dw26_wpsAvU16pHWBlCR8ULbP_Q4DuDEQcRTMPXG9qA9ce4rl_79b2tYH05O1V4KE/s640/Captura11.PNG" width="450" /></a><br />
<br />
Someone suggested to add text on the sides of the 'S' symbol as it looked empty, so the design tried different typefaces with the words breathe and memories.<br />
<br />
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh8_nM_Fz27-2brI41_cJKxpAbf4qXMJ1zwYIKA4VUuVSwtE1uPEE1QYgl4cT8AFtQzK6AvFmcMvu4VUR9ciufSUXDAPWjce2Emf4-yXld4HF62xpsVUSQDdSDbij09P8k1bNVnzhUHJH0/s1600/Captura10.PNG" imageanchor="1"><img border="0" height="292" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh8_nM_Fz27-2brI41_cJKxpAbf4qXMJ1zwYIKA4VUuVSwtE1uPEE1QYgl4cT8AFtQzK6AvFmcMvu4VUR9ciufSUXDAPWjce2Emf4-yXld4HF62xpsVUSQDdSDbij09P8k1bNVnzhUHJH0/s320/Captura10.PNG" width="320" /></a><br />
<br />
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhaoEJcDgXUvPUQgsikELT2gQ8chKvQ2AUrDBT3oWkllm8-UDB140vRmhKMcfP_ledXwAivL3V1eIWURT_-ip4CAcetb_X5oNvF6ks6cIIeCEX3BqyUkpn3GwI2U2862MpyWFND_cjK8r8/s1600/Captura9.PNG" imageanchor="1"><img border="0" height="307" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhaoEJcDgXUvPUQgsikELT2gQ8chKvQ2AUrDBT3oWkllm8-UDB140vRmhKMcfP_ledXwAivL3V1eIWURT_-ip4CAcetb_X5oNvF6ks6cIIeCEX3BqyUkpn3GwI2U2862MpyWFND_cjK8r8/s320/Captura9.PNG" width="320" /></a><br />
<br />
Many of the feedback made reference to how obvious it's the fact that the symbol looks like an 'S' and it feels like it needs to be used as part of the word. Used the space below for a tagline that explains in 3 words the experience a user can have with this product: breathe · remember · feel. It's been said that human beings make connections more easily when they have 3 points of reference. The typeface used was eventually the same as the one used in the logotype, Din, but the different tracking and size created enough contrast to establish a hierarchy. The two versions are essentially the same, only the one below is more compressed as some of the feedback pointed out that the tracking was too much.<br />
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEig1EBJcJvS04SepA25BK6TMAdP1_dNhosICxtHQxmULa4vLf4xH9uK89yX3_6y4S-x1nJrX_iFgkakNRB8fIey4C7lSg9GKqCm8ftRkA96oob_okGCcLXYrUoFslCZZPf5HaWQ0h1bhdY/s1600/Captura12.PNG" imageanchor="1"><img border="0" height="275" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEig1EBJcJvS04SepA25BK6TMAdP1_dNhosICxtHQxmULa4vLf4xH9uK89yX3_6y4S-x1nJrX_iFgkakNRB8fIey4C7lSg9GKqCm8ftRkA96oob_okGCcLXYrUoFslCZZPf5HaWQ0h1bhdY/s320/Captura12.PNG" width="320" /></a><br />
<br />
<b>Colour Scheme</b><br />
<div class="separator" style="clear: both; text-align: center;">
<br /></div>
Based on the research, the colour scheme should be reduced to black and white with a chosen gray. To make it a little bit more distinctive and to avoid being too generic, one colour will be include to the scheme like Gucci did with gold. The first idea was to use a light colour, dark enough to work well with white text. Also, bright and desaturated colours make reference to the delicacy of the smells.<br />
<br />
I used the book "A Dictionary of Color Combinations" to find these types of colour. After picking some of the brightest and desaturated colours and trying them with the logotype, it was very noticeable that the colour codes for perfumes became more relevant, so colours with this brand must be handled carefully in order to avoid a confusion. For example, reds are for passion, blues for serenity and green for nature.<br />
<br />
<div class="separator" style="clear: both;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg-J5buwwpRrFIf_cErIunj9PbK7_Pnw-NlKnkw7aYCnRnMuwXasml0106WmMpUzBoj-eLTSa4vQqZ1TV_L8p3_iS6mGfpkL-oDvG0WIKwDN55AxLsQ5rrZr4WouFJiC6o0zsPjBUe4VeY/s1600/Logo+colours-01.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="1600" data-original-width="1600" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg-J5buwwpRrFIf_cErIunj9PbK7_Pnw-NlKnkw7aYCnRnMuwXasml0106WmMpUzBoj-eLTSa4vQqZ1TV_L8p3_iS6mGfpkL-oDvG0WIKwDN55AxLsQ5rrZr4WouFJiC6o0zsPjBUe4VeY/s320/Logo+colours-01.jpg" width="320" /></a></div>
<br />
<div class="separator" style="clear: both;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEixm2IHzokebnnRXtdQEtDDIm30WHaKi-oRsl1w6ZhQ3IR4XU4EyTX2IGkAlv27Q5wPUNur_5w6-rE5nwL6m6btvP3qSadEKAhzUnKQLbqzn1c1lQHnduO6MjenlAymtTuN3Fd5VZpmCMI/s1600/Logo+colours-02.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="1600" data-original-width="1600" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEixm2IHzokebnnRXtdQEtDDIm30WHaKi-oRsl1w6ZhQ3IR4XU4EyTX2IGkAlv27Q5wPUNur_5w6-rE5nwL6m6btvP3qSadEKAhzUnKQLbqzn1c1lQHnduO6MjenlAymtTuN3Fd5VZpmCMI/s320/Logo+colours-02.jpg" width="320" /></a></div>
<br />
<div class="separator" style="clear: both;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEitIOJnLDsdk-gNbRfzpr7FenG040Pw21TxwWY-hZEx6xJz2RIUsQF2BJRBxrDSDn-frjoUDSEUN5irc_RGf93wRWZ_DEflsOA_XeceARxP_se2A2wcQCN_SbYvCf_8AIVw-m1HkHNrp58/s1600/Logo+colours-05.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="1600" data-original-width="1600" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEitIOJnLDsdk-gNbRfzpr7FenG040Pw21TxwWY-hZEx6xJz2RIUsQF2BJRBxrDSDn-frjoUDSEUN5irc_RGf93wRWZ_DEflsOA_XeceARxP_se2A2wcQCN_SbYvCf_8AIVw-m1HkHNrp58/s320/Logo+colours-05.jpg" width="320" /></a></div>
<br />
<div class="separator" style="clear: both;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiwqQRr2XBmE21znA0jUBV9QX-cweG1SXEsHmeIfouO_WJLhovM7mQIM2ehNXjUJ9bG_uuBNsYdqKbMMvyabPYN0iM1KdAmKjD8cNEPuWBx66BvX2gT6wz4bpGgbt1C3QWf8JNYIU7uCBc/s1600/Logo+colours-12.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="1600" data-original-width="1600" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiwqQRr2XBmE21znA0jUBV9QX-cweG1SXEsHmeIfouO_WJLhovM7mQIM2ehNXjUJ9bG_uuBNsYdqKbMMvyabPYN0iM1KdAmKjD8cNEPuWBx66BvX2gT6wz4bpGgbt1C3QWf8JNYIU7uCBc/s320/Logo+colours-12.jpg" width="320" /></a></div>
<div class="separator" style="clear: both;">
<br /></div>
<div class="separator" style="clear: both; text-align: left;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgX_RyuBgGi-SwlsNH-SILXcYATRYLH3FeZQIIWulw0XCMnZGiAd0y_Sz5PJKexQiVXK6kOrex7ubdsnAaRO0duT395LAhvajAPFd3Ruq3LuLmGfl6bNpc7fJvVvRf6EfZwXjgVHoYH6ag/s1600/Logo+colours-04.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="1600" data-original-width="1600" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgX_RyuBgGi-SwlsNH-SILXcYATRYLH3FeZQIIWulw0XCMnZGiAd0y_Sz5PJKexQiVXK6kOrex7ubdsnAaRO0duT395LAhvajAPFd3Ruq3LuLmGfl6bNpc7fJvVvRf6EfZwXjgVHoYH6ag/s320/Logo+colours-04.jpg" width="320" /></a></div>
<br />
<div class="separator" style="clear: both; text-align: left;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhcMMnPnzwxESQWE_gEiIRCmEuMZshgAysS-niZyrf1rn1eC7EVSsmQUyyvAxtuGiiSndD-Do8WIdhCBm4vBzUU5L-O69mdkYq4LRBr7l2JFMdNL9NEQI1YnBGtW1bggKmUuutA5FDE3BI/s1600/Logo+colours-11.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="1600" data-original-width="1600" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhcMMnPnzwxESQWE_gEiIRCmEuMZshgAysS-niZyrf1rn1eC7EVSsmQUyyvAxtuGiiSndD-Do8WIdhCBm4vBzUU5L-O69mdkYq4LRBr7l2JFMdNL9NEQI1YnBGtW1bggKmUuutA5FDE3BI/s320/Logo+colours-11.jpg" width="320" /></a></div>
<br />
<div class="separator" style="clear: both; text-align: left;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgDQH9yXo4g4ZfPMBR2-oR2yzTe3S_ELibEIwiUyTsNB23leyqYGbPMH5x9z1SRvaQ9TLRTXpHwRkvQNbYghKT7l_YALkAJjRtjNXvohD-Zo3hnrdnbcuadepcWuNEMus-OzMlbE3X36hc/s1600/Logo+colours-06.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="1600" data-original-width="1600" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgDQH9yXo4g4ZfPMBR2-oR2yzTe3S_ELibEIwiUyTsNB23leyqYGbPMH5x9z1SRvaQ9TLRTXpHwRkvQNbYghKT7l_YALkAJjRtjNXvohD-Zo3hnrdnbcuadepcWuNEMus-OzMlbE3X36hc/s320/Logo+colours-06.jpg" width="320" /></a></div>
<br />
<div class="separator" style="clear: both; text-align: left;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjFxqFPXs2y7NCYPaeQlSwnBaloXy7joofkXN6wleGOFDB-kfqsX6PedMyPkEA_lf0I8-KXNe7U-gloctHR9J9_WpEt93wITmeJYVYEyn5SNd06_FrJr6IZoWrG2ZuOXdS0LrEZSv5Kb7c/s1600/Logo+colours-13.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="1600" data-original-width="1600" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjFxqFPXs2y7NCYPaeQlSwnBaloXy7joofkXN6wleGOFDB-kfqsX6PedMyPkEA_lf0I8-KXNe7U-gloctHR9J9_WpEt93wITmeJYVYEyn5SNd06_FrJr6IZoWrG2ZuOXdS0LrEZSv5Kb7c/s320/Logo+colours-13.jpg" width="320" /></a></div>
<br />
<div class="separator" style="clear: both; text-align: left;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhGzeLlTy8mm5hG_zorc-WKJoYhCzg3aJEcWBo7pplTXs6zfG4A_J7YGjOo3y98e3E4dOxucq7tiWbL4Sl_04aKP7WiZgCP_7rk-ZOj-VIrClJHD9gpqyFSxpe6yURDPtMANjCUZW0JQQc/s1600/Logo+colours-07.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="1600" data-original-width="1600" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhGzeLlTy8mm5hG_zorc-WKJoYhCzg3aJEcWBo7pplTXs6zfG4A_J7YGjOo3y98e3E4dOxucq7tiWbL4Sl_04aKP7WiZgCP_7rk-ZOj-VIrClJHD9gpqyFSxpe6yURDPtMANjCUZW0JQQc/s320/Logo+colours-07.jpg" width="320" /></a></div>
<br />
<div class="separator" style="clear: both; text-align: left;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj9Hi5_F3BsE1t3v5BpZHGmH0Px9hiMbjfmqqfkaC7nZx8icTFuLro3EAGwh81JM0KVkCG1-MMBlI7GaMpIpFIifmqx6jdqgok3P7TKntoaSof1oyE_x6MXsdc7qfJtL5OGIyKBYvBAhcI/s1600/Logo+colours-14.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="1600" data-original-width="1600" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj9Hi5_F3BsE1t3v5BpZHGmH0Px9hiMbjfmqqfkaC7nZx8icTFuLro3EAGwh81JM0KVkCG1-MMBlI7GaMpIpFIifmqx6jdqgok3P7TKntoaSof1oyE_x6MXsdc7qfJtL5OGIyKBYvBAhcI/s320/Logo+colours-14.jpg" width="320" /></a></div>
<div class="separator" style="clear: both; text-align: left;">
<br /></div>
The two options that seems the most adequate are a blue that can be related to the sky and the concept of air. This blue makes the white lines look in a sand-ish colour, so it's kind of warm. The other one is a seashell pink, in the spectrum of reds, which is more related to the emotions themselves. Pure red was a bit too agressive and pink might be confusing. The blue was going to be the final choice, but it is a choice based on material connotations. The seashell pink tackles down an emotional element, which is exactly the nature of this project.<br />
<br />
<div class="separator" style="clear: both; text-align: left;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgqyGXUVbZwrpwYJbLQWmWlgAZ8LtvkWzpiyePaeqg_jECTx26ZQ4sHtzii1PqcfivARGlb8HRBRxivAPP6lVJUnHD0ZaeTeDyxmSCs22J540AN9vpWpFs4krcMjaj1EiWITgWmqaylLgA/s1600/Logo+colours-05.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="1600" data-original-width="1600" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgqyGXUVbZwrpwYJbLQWmWlgAZ8LtvkWzpiyePaeqg_jECTx26ZQ4sHtzii1PqcfivARGlb8HRBRxivAPP6lVJUnHD0ZaeTeDyxmSCs22J540AN9vpWpFs4krcMjaj1EiWITgWmqaylLgA/s320/Logo+colours-05.jpg" width="320" /></a></div>
<br />
<div class="separator" style="clear: both; text-align: left;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEivyTkerFUIgInhejndMyars2vRGXL381YRgoRnKfx994-2euodz-ns6orvj7ebSQ45pKrjWTfpJa9RifneeesFlr4pSwPoi1TBntydr-TbkSX89OX7Iar-HN_dqzaRg9rIwnNIwRyvm5w/s1600/Logo+colours-12.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="1600" data-original-width="1600" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEivyTkerFUIgInhejndMyars2vRGXL381YRgoRnKfx994-2euodz-ns6orvj7ebSQ45pKrjWTfpJa9RifneeesFlr4pSwPoi1TBntydr-TbkSX89OX7Iar-HN_dqzaRg9rIwnNIwRyvm5w/s320/Logo+colours-12.jpg" width="320" /></a></div>
<br />
<div class="separator" style="clear: both; text-align: left;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEikwszCUbGblUuYIoI3jtWDJm22Vj6XNFm4dqYjHKaNZC6MBkPciphtOXTCG1V5XIZKrGSrstPiEZLl-Twy1lOYkRa1t4b7eFvYUmLGzHMPfV5XN1fU5gbzYLC9zUagJiDp4UVE3TfCFJ8/s1600/Logo+colours-08.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="1600" data-original-width="1600" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEikwszCUbGblUuYIoI3jtWDJm22Vj6XNFm4dqYjHKaNZC6MBkPciphtOXTCG1V5XIZKrGSrstPiEZLl-Twy1lOYkRa1t4b7eFvYUmLGzHMPfV5XN1fU5gbzYLC9zUagJiDp4UVE3TfCFJ8/s320/Logo+colours-08.jpg" width="320" /></a></div>
<br />
<div class="separator" style="clear: both; text-align: left;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj5krqE8Tz8R_xcJrhUPaBaHHRMcsf-K5a1K2L_xwstXGqzbCmMBqr8M2kcTP2B0sxI0UKoj97qAlKnRaO1fjofhWW3ArNGs4Qbev2GKXuUmv2K58PEhThiBm6ZDVuLx9WPed_FFSlDO04/s1600/Logo+colours-15.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="1600" data-original-width="1600" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj5krqE8Tz8R_xcJrhUPaBaHHRMcsf-K5a1K2L_xwstXGqzbCmMBqr8M2kcTP2B0sxI0UKoj97qAlKnRaO1fjofhWW3ArNGs4Qbev2GKXuUmv2K58PEhThiBm6ZDVuLx9WPed_FFSlDO04/s320/Logo+colours-15.jpg" width="320" /></a></div>
<div class="separator" style="clear: both; text-align: left;">
<br /></div>
<div class="separator" style="clear: both; text-align: left;">
Interesting that how mixing fashion and science we've got to a combination that resembles cosmetics and it's very difficult to get out of the established mission and values. But when reviewed the reasoning behind the colour choice, it's actually made upon an attribute of the product (the delicacy of air). If it's a product about emotions, then it has to use a more vivid colour. That should keep it away from looking like a cosmetic company.</div>
<br />
The crit session was very valuable. The colour was presented as shown below. The concern was the fine line between science fiction and a cosmetic product and how to find an alternative to make it look less like a cosmetic company.<br />
<div class="separator" style="clear: both; text-align: left;">
<br /></div>
<div class="separator" style="clear: both; text-align: left;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjbVNMzXaxuBSAH53qozrG2TxRqI1-M3iUqOWWgTAeQOtFrCR21VSxxk_2uVEfb-tMaQU-9WtYrUs7tvjE6x5yqBZeruIOr-xaglRZ6dGS7h8_nfJ_7JjoJAvu4WsvO9mrtzy2smYO0IuI/s1600/Presentation+onlined.jpg" imageanchor="1"><img border="0" height="360" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjbVNMzXaxuBSAH53qozrG2TxRqI1-M3iUqOWWgTAeQOtFrCR21VSxxk_2uVEfb-tMaQU-9WtYrUs7tvjE6x5yqBZeruIOr-xaglRZ6dGS7h8_nfJ_7JjoJAvu4WsvO9mrtzy2smYO0IuI/s640/Presentation+onlined.jpg" width="640" /></a></div>
<div class="separator" style="clear: both; text-align: left;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEityGWpTHDn_KmwoPfLV5agPoDjAzjeSaAiM5-VqQuvCs2IhNwpmJz-wb87VEzmV3ObGtK1u8WgazBNcm5WZuuWyb68AebSBLICIuEue5P9Rk0M3JgdcDcwrDvb_t9-Oi-_t9a21jwD8B0/s1600/Presentation+onlined3.jpg" imageanchor="1"><img border="0" height="180" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEityGWpTHDn_KmwoPfLV5agPoDjAzjeSaAiM5-VqQuvCs2IhNwpmJz-wb87VEzmV3ObGtK1u8WgazBNcm5WZuuWyb68AebSBLICIuEue5P9Rk0M3JgdcDcwrDvb_t9-Oi-_t9a21jwD8B0/s320/Presentation+onlined3.jpg" width="320" /></a></div>
<div class="separator" style="clear: both; text-align: left;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjfxq0Yg_KExxMm-RnPcTgu-c60zP0sxDwMzf_cnWxqg093_N1utx-xgJi-QtS2SONMqjQ7GQCkBORBwxBnNsUBYAeKdbIsJy0tjMf8qC1yadkmUnyk14ScKrXGQ22LBDC595SjhJ7gTHE/s1600/Presentation+onlined4.jpg" imageanchor="1"><img border="0" height="180" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjfxq0Yg_KExxMm-RnPcTgu-c60zP0sxDwMzf_cnWxqg093_N1utx-xgJi-QtS2SONMqjQ7GQCkBORBwxBnNsUBYAeKdbIsJy0tjMf8qC1yadkmUnyk14ScKrXGQ22LBDC595SjhJ7gTHE/s320/Presentation+onlined4.jpg" width="320" /></a></div>
<br />
Peers suggested to change the colour to something darker and red-ish as the product is meant to be private and based on emotions. After some experimentation with different tones of red, this was the result.<br />
<br />
<br />
<br />
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjiG8u5oGVxXT1ec5sY5nVmWkGc6A1FutEH-Joc-kA3JINDdHyp1VFS58zkbZ0hBQUaEeZiBoIBcUji0xFiyBY1je-Q-qkwu8klRKqAbEpZVL9fAWso9Wb5b_hgsiD-OU0Hah7lbzuBOb8/s1600/Logo+colours3-10.jpg" imageanchor="1"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjiG8u5oGVxXT1ec5sY5nVmWkGc6A1FutEH-Joc-kA3JINDdHyp1VFS58zkbZ0hBQUaEeZiBoIBcUji0xFiyBY1je-Q-qkwu8klRKqAbEpZVL9fAWso9Wb5b_hgsiD-OU0Hah7lbzuBOb8/s320/Logo+colours3-10.jpg" width="320" /></a><br />
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhvZxCXWdI-v9Sh3LV2Nif-m5liV6wI4kItNfn7_1oUYnzsd2eSGV9Xqt5NIGOATC6fplwBXjKY7bdz2E6fGGVamJk8NCzyrZVYYe6YqZyUJqc2f1La7RpoAWbjEiw56iyraPkhJGgmge0/s1600/Logo+colours3-11.jpg" imageanchor="1"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhvZxCXWdI-v9Sh3LV2Nif-m5liV6wI4kItNfn7_1oUYnzsd2eSGV9Xqt5NIGOATC6fplwBXjKY7bdz2E6fGGVamJk8NCzyrZVYYe6YqZyUJqc2f1La7RpoAWbjEiw56iyraPkhJGgmge0/s320/Logo+colours3-11.jpg" width="320" /></a><br />
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEil5IGJZlOVFiL4opkWe7mZNCRk2rEHNiZt5h_-LhmoTe_H4PkBOYyXt6Hh1NlySJqP9vSuJw2p_weBlclJXSZ0rUGebjTVjrstE_72l6pZbKt6PoVRw7uSRED0jI1PaE1-UBmcN0ggnGA/s1600/Logo+colours3-08.jpg" imageanchor="1"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEil5IGJZlOVFiL4opkWe7mZNCRk2rEHNiZt5h_-LhmoTe_H4PkBOYyXt6Hh1NlySJqP9vSuJw2p_weBlclJXSZ0rUGebjTVjrstE_72l6pZbKt6PoVRw7uSRED0jI1PaE1-UBmcN0ggnGA/s320/Logo+colours3-08.jpg" width="320" /></a><br />
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgfZYqDEeOHxNTvE8GfQ4dvuTeLJu3r-bWwKuKEdZ8FQTiOoIZUGw7p1QZR5L7eSbhHzfX_D1Pxe87DON6lMUJ2eZ8wCbH7yr7RbA1C-Td8r-zpNQMGjoZAhoO8ee2on-ZHxU0je8KfMQE/s1600/Logo+colours3-09.jpg" imageanchor="1"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgfZYqDEeOHxNTvE8GfQ4dvuTeLJu3r-bWwKuKEdZ8FQTiOoIZUGw7p1QZR5L7eSbhHzfX_D1Pxe87DON6lMUJ2eZ8wCbH7yr7RbA1C-Td8r-zpNQMGjoZAhoO8ee2on-ZHxU0je8KfMQE/s320/Logo+colours3-09.jpg" width="320" /></a><br />
<br />
----<br />
<br />
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgiuiO_gmtR4iszS4KKEzv71aQKjeFM7A-36lSDuFL6f-9_K74q2YbI1D1iSftvCKYJgzvmh2ZCWGSgJ4Bb2m6Ja8ceg4sqBJBlmTrXrYWLPL68D6QyQh-X6sd1egqBqiwjKh7QoabtY_M/s1600/Presentation+online2.jpg" imageanchor="1"><img border="0" height="360" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgiuiO_gmtR4iszS4KKEzv71aQKjeFM7A-36lSDuFL6f-9_K74q2YbI1D1iSftvCKYJgzvmh2ZCWGSgJ4Bb2m6Ja8ceg4sqBJBlmTrXrYWLPL68D6QyQh-X6sd1egqBqiwjKh7QoabtY_M/s640/Presentation+online2.jpg" width="640" /></a><br />
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgtFzRJ2GTQsawxwum5fuLNAQwslKNU4fQ2WuTrcFoLkUJPwjbpggX03-TBorVXYuaJSo5mP1nRlAEYSKRhJiGm5_UvmQdaVkeT-wLwv1b41Lz3S27GAOdkKi1JO2_LVmOIV1vzLuDnnR8/s1600/Presentation+online23.jpg" imageanchor="1"><img border="0" height="180" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgtFzRJ2GTQsawxwum5fuLNAQwslKNU4fQ2WuTrcFoLkUJPwjbpggX03-TBorVXYuaJSo5mP1nRlAEYSKRhJiGm5_UvmQdaVkeT-wLwv1b41Lz3S27GAOdkKi1JO2_LVmOIV1vzLuDnnR8/s320/Presentation+online23.jpg" width="320" /></a><br />
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEigmua6nlwI5LTXJeYMQmcL2USXfY4b2VGasIDLvd_a1ik1fgnpfuia-ftUHrv4-is_q76mSX1-ElBvjpK2ajyODVCItFBBJbCMq6myw53sZARKWYwguujqSw_EmrSbSZS4DVf2nVuNtWg/s1600/Presentation+online24.jpg" imageanchor="1"><img border="0" height="180" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEigmua6nlwI5LTXJeYMQmcL2USXfY4b2VGasIDLvd_a1ik1fgnpfuia-ftUHrv4-is_q76mSX1-ElBvjpK2ajyODVCItFBBJbCMq6myw53sZARKWYwguujqSw_EmrSbSZS4DVf2nVuNtWg/s320/Presentation+online24.jpg" width="320" /></a><br />
<br />
By just changing the colour the whole feel of the images was more science or future related instead of cosmetics.<br />
<br />
<b>Typography</b><br />
<b><br /></b>As it was experienced before, oblique angles, fine shapes in typefaces have connotations of futurism. Science, luxury, futurism and science fiction are concepts that are very close in visual identity. Since it was a bit too much to choose a typeface that was too futuristic for the logo, it could be an opportunity to use it for header text.<br />
<br />
These were some of the typefaces that were tried out:<br />
<br />
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhbQIJmiZvfal2E4F5p-PiHQCGRumgpXpOtLcB0cDEZ-qTOZ525FaduvUaFN-EdF_372YDmHvELINKkdjwmjRUCVgMnT2nK8MYywi6WK4_7bPjAwljAKoS0uQ2KtaT4AozVIS2L4G67tUs/s1600/type+drafts.jpg" imageanchor="1"><img border="0" height="180" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhbQIJmiZvfal2E4F5p-PiHQCGRumgpXpOtLcB0cDEZ-qTOZ525FaduvUaFN-EdF_372YDmHvELINKkdjwmjRUCVgMnT2nK8MYywi6WK4_7bPjAwljAKoS0uQ2KtaT4AozVIS2L4G67tUs/s320/type+drafts.jpg" width="320" /></a><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg-VqzLwCKePk4oexwgqLCYuXfxcL9UIn8T62ARGP1kadDybpUo9BL4mMSYv9Ft6u7NodQCq1ZdzFy_w4Z-a3nRJg8855-bbmYe9gpbbfzlqOvp2ELRcEhJXLyxraV2_DRRnNzpq6EZEzg/s1600/type+drafts2.jpg" imageanchor="1"><img border="0" height="180" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg-VqzLwCKePk4oexwgqLCYuXfxcL9UIn8T62ARGP1kadDybpUo9BL4mMSYv9Ft6u7NodQCq1ZdzFy_w4Z-a3nRJg8855-bbmYe9gpbbfzlqOvp2ELRcEhJXLyxraV2_DRRnNzpq6EZEzg/s320/type+drafts2.jpg" width="320" /></a><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhQBYh7ykFJtipQp_ykCUvNn-Cg0nookLe_XFpxpF6DiXWdB4-DOFQk-6uLoDBQ88IhaQoJ0Bn3r6jgWjz9kuAxIbC_siI8QGk1MDMzBAROiuw85VYEcfZ4fHnOymxnM3g9cc1HkIIUJWY/s1600/type+drafts3.jpg" imageanchor="1"><img border="0" height="180" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhQBYh7ykFJtipQp_ykCUvNn-Cg0nookLe_XFpxpF6DiXWdB4-DOFQk-6uLoDBQ88IhaQoJ0Bn3r6jgWjz9kuAxIbC_siI8QGk1MDMzBAROiuw85VYEcfZ4fHnOymxnM3g9cc1HkIIUJWY/s320/type+drafts3.jpg" width="320" /></a><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj28PkUkK3oEGXgtb3SgwzF9etACQ3AXk1PFMEpXU0Jqs5GNuW9ymocE34sPGWhL4rcCGqNxrrKytDP9PdzrMR697_Pz_r-gtoPqKNxMTjxs6zOiz9Gzd63EajXcQBgPKWh7tz43ughJt4/s1600/type+drafts4.jpg" imageanchor="1"><img border="0" height="180" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj28PkUkK3oEGXgtb3SgwzF9etACQ3AXk1PFMEpXU0Jqs5GNuW9ymocE34sPGWhL4rcCGqNxrrKytDP9PdzrMR697_Pz_r-gtoPqKNxMTjxs6zOiz9Gzd63EajXcQBgPKWh7tz43ughJt4/s320/type+drafts4.jpg" width="320" /></a><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhGJmf2R75dm9hI7iv9QkXuoI7dQ-Bu71XyuRO_4qvSSk2Ay4KQeOWNZk7cANVb1EjsoLBMoQVHFPMqVSVh_ec2WGJgVKWbNJssX-SEulOejsBaCQWQFZRSjZJn6SwW_FQN8U3qgoYf8bg/s1600/type+drafts5.jpg" imageanchor="1"><img border="0" height="180" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhGJmf2R75dm9hI7iv9QkXuoI7dQ-Bu71XyuRO_4qvSSk2Ay4KQeOWNZk7cANVb1EjsoLBMoQVHFPMqVSVh_ec2WGJgVKWbNJssX-SEulOejsBaCQWQFZRSjZJn6SwW_FQN8U3qgoYf8bg/s320/type+drafts5.jpg" width="320" /></a><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhLHFA0OThINFuCmrjbXRA51XSmbNPFzgS4HVk7VpDQ49cXdi0FhUGEtZewIVIJ4MGgHGY8EPDiG2OxxDGTbCzUAVm-rp_jxCiRptq3Q1f4uM9QcyWb7JCpX6_exd3vZjbvJnhCgUu4O_0/s1600/type+drafts6.jpg" imageanchor="1"><img border="0" height="180" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhLHFA0OThINFuCmrjbXRA51XSmbNPFzgS4HVk7VpDQ49cXdi0FhUGEtZewIVIJ4MGgHGY8EPDiG2OxxDGTbCzUAVm-rp_jxCiRptq3Q1f4uM9QcyWb7JCpX6_exd3vZjbvJnhCgUu4O_0/s320/type+drafts6.jpg" width="320" /></a><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi4FvpkSu84f8JROrHzYsyB2Gnjf_TKHnYhCm2h5ivevN09Fdwr2myQal_693XWllYe2ODD7sJNGtfzTxpic1PuLrTO3QI7Fo9BfIOSHh0cZy_Av17aiA_STYxNfVKExczXQXNoibKW-jQ/s1600/type+drafts7.jpg" imageanchor="1"><img border="0" height="180" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi4FvpkSu84f8JROrHzYsyB2Gnjf_TKHnYhCm2h5ivevN09Fdwr2myQal_693XWllYe2ODD7sJNGtfzTxpic1PuLrTO3QI7Fo9BfIOSHh0cZy_Av17aiA_STYxNfVKExczXQXNoibKW-jQ/s320/type+drafts7.jpg" width="320" /></a><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjqUtBLE0lXVi2h8QeY0YNlJU5ozxrAhhAxuCL5p_emY4r9wwjhSfoJeQ4JRTZyWvQZ2ihyphenhyphenN2_7RivtGUCjY6vbgxn5Daxju3-DOxRiaTyKqsxITseimZuP9Z5gpJSGPsl0udpku8v2hXk/s1600/type+drafts8.jpg" imageanchor="1"><img border="0" height="180" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjqUtBLE0lXVi2h8QeY0YNlJU5ozxrAhhAxuCL5p_emY4r9wwjhSfoJeQ4JRTZyWvQZ2ihyphenhyphenN2_7RivtGUCjY6vbgxn5Daxju3-DOxRiaTyKqsxITseimZuP9Z5gpJSGPsl0udpku8v2hXk/s320/type+drafts8.jpg" width="320" /></a><br />
<br />
Among all the drafts, these were the shortlisted ones:<br />
<br />
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhrBJvGagLb2EH5raOZg93wVder7SBhUi3N7P94f3IEOdMosKPwMJmiZ5O41RbZovgZ4Naj2A4V4w_d2Qux8mtI5ycJ5MpZx56e2Mmc7HAZuHpB-1mqyD6KnUO-cFNqG7WazzJypVzFaag/s1600/ty2pe+drafts.jpg" imageanchor="1"><img border="0" height="180" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhrBJvGagLb2EH5raOZg93wVder7SBhUi3N7P94f3IEOdMosKPwMJmiZ5O41RbZovgZ4Naj2A4V4w_d2Qux8mtI5ycJ5MpZx56e2Mmc7HAZuHpB-1mqyD6KnUO-cFNqG7WazzJypVzFaag/s320/ty2pe+drafts.jpg" width="320" /></a><br />
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhBMIlGUjiR3RMwvPQL2CV27lLPy9KoPlPEZq8AF0coe9rFhRrx4grFaOKBWYERT7rGEGag03WhPX1j9hwkzzrAdLzCFyTB7HtbmBrAzE23cRtrgywcNsqUNqjGKwf3F4uPcxnstnS4xk0/s1600/ty2pe+drafts2.jpg" imageanchor="1"><img border="0" height="180" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhBMIlGUjiR3RMwvPQL2CV27lLPy9KoPlPEZq8AF0coe9rFhRrx4grFaOKBWYERT7rGEGag03WhPX1j9hwkzzrAdLzCFyTB7HtbmBrAzE23cRtrgywcNsqUNqjGKwf3F4uPcxnstnS4xk0/s320/ty2pe+drafts2.jpg" width="320" /></a><br />
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj5onkwuLY5WVaDLA-hfJFwn7aGMwr4eP5SP2lCv2fz7wZCVvk6KNkzGpPkutQC9FF6emAzAzqbXGXUKFqjHTEjY4QJ23brQgHr4Biau2VGkd8HZVGgVJVE3AJsyla9wIuLyXvWp6ADeX8/s1600/ty2pe+drafts3.jpg" imageanchor="1"><img border="0" height="180" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj5onkwuLY5WVaDLA-hfJFwn7aGMwr4eP5SP2lCv2fz7wZCVvk6KNkzGpPkutQC9FF6emAzAzqbXGXUKFqjHTEjY4QJ23brQgHr4Biau2VGkd8HZVGgVJVE3AJsyla9wIuLyXvWp6ADeX8/s320/ty2pe+drafts3.jpg" width="320" /></a><br />
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhqRY4k5-1EyyDjzG4_9-HFLOvRlRaeq0Q637shIJDAXgLttuwN0jn3G4xe0FqwT5CXe-lnzpLWyuawWOG1A_2hireBocRB_7ZECSr4QDaKaVRrkT0avZQmF38vxUBkUToI8xC-C_PnDgk/s1600/ty2pe+drafts4.jpg" imageanchor="1"><img border="0" height="180" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhqRY4k5-1EyyDjzG4_9-HFLOvRlRaeq0Q637shIJDAXgLttuwN0jn3G4xe0FqwT5CXe-lnzpLWyuawWOG1A_2hireBocRB_7ZECSr4QDaKaVRrkT0avZQmF38vxUBkUToI8xC-C_PnDgk/s320/ty2pe+drafts4.jpg" width="320" /></a><br />
For headers it was needed something that referred again to the scientifical background of the product to balance the possible misinterpretation of the colours as cosmetics. Eventually, the choice was Helvetica Neue 33 Thin Extended which had thin lines but a wide body, which removed some sophistication from the overall look. After testing other typefaces for the body text to go alongside the header, the choice was Futura Book, which is a sophisticated typeface but with enough lack of ornament to make it fit right in this context.<br />
<br />
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgdv1QVM1DIs9nXorJzRwDoEupAgcPAtjDmxMhH3nvMUeTRzJzHv8ioVk221ofA2g8_DStXDdAzwY0c38M9tfeYbl_RMvIHpjiNiVkxE5x57VuoSfB02PCxSqFiKl9NhID_-fgaH4WSAPU/s1600/Captura13.PNG" imageanchor="1"><img border="0" height="416" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgdv1QVM1DIs9nXorJzRwDoEupAgcPAtjDmxMhH3nvMUeTRzJzHv8ioVk221ofA2g8_DStXDdAzwY0c38M9tfeYbl_RMvIHpjiNiVkxE5x57VuoSfB02PCxSqFiKl9NhID_-fgaH4WSAPU/s640/Captura13.PNG" width="640" /></a><br />
<br />
<b>Animation</b><br />
<br />
Making an animation allows the brand to use time to express itself and how it would be applied on digital platforms. This was a good opportunity to express breathing using the opacity of the letters.<br />
<br />
This is the footage that is laid out onto the animation. This mixture of lights, colours and motion represents the memories in our brains. They are behaving randomly and Essence brings order to that chaos.<br />
<br />
<iframe allow="autoplay; encrypted-media" allowfullscreen="" frameborder="0" height="315" src="https://www.youtube.com/embed/7l2HUcN3Rro?rel=0" width="560"></iframe>
<br />
<b><br /></b> <iframe allow="autoplay; encrypted-media" allowfullscreen="" frameborder="0" height="315" src="https://www.youtube.com/embed/OLv7-hBpegI?rel=0" width="560"></iframe><br />
<br />
<b>Mock-ups</b><br />
<b><br /></b> An important step in every branding project is to check how the developed ideas would work in the real world. It's probably the most important part in this project, as it was mentioned, it's as if the visual identity would be lying the audience and make them believe there's an actual product that sells this product.<br />
<br />
Since the packaging was not the important focus of this project, it was kept very simple and minimal, using a lab vial for the liquid to make it look more science than cosmetics related.<br />
<br />
The purpose of the final outcomes is to see how the brand works in real contexts and they show in third party mock ups how the brand would express itself through the visual identity from its advertisement to the purchase of the product.<br />
<br />
The mock ups were chosen according to the context this brand would best represented in. For example, on a Tesla truck, MacBook Air, etc, but also on regular types of advertisement, like a bus in London, a Shopping centre or a newspaper. The mock ups for the shop signs have been chosen for being clean as they make the logotype and isotype stand out more.<br />
<br />
Many mock ups were considered and tested, but only a few remained as they were the best to convey in what way the brand could be represented in its best way. A shortlist of mockups is shown in the design boards.<br />
<br />
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEieOXQ8W0QVFe26SBHoqo2MoOgr2NKbDtxDKcB2HXRF6XW3ZidOKyM1wrl-X2UdtCg5DH3ulLnEkXXXw-URYOyw5C6U3gScQtMC1iz0gVHdJQee5xgJWDgMcuKcbSDWxMX8kX2TNR-uNTU/s1600/001-MacBook-Silver.jpg" imageanchor="1"><img border="0" height="231" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEieOXQ8W0QVFe26SBHoqo2MoOgr2NKbDtxDKcB2HXRF6XW3ZidOKyM1wrl-X2UdtCg5DH3ulLnEkXXXw-URYOyw5C6U3gScQtMC1iz0gVHdJQee5xgJWDgMcuKcbSDWxMX8kX2TNR-uNTU/s320/001-MacBook-Silver.jpg" width="320" /></a><br />
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjO8rksfVEvltS0CrHmDq9S2BD5Bf1_aeoP7XJmINeUcn68U3Xpa4v59TDje7i4P3VBLz_2yD7t-f8GzGQkYsRwims_RDOAZHTXTygYu7InvuZEuzv9ztTRl383MZahSwPYfwqoAp_IwpY/s1600/air_mockup_2.jpg" imageanchor="1"><img border="0" height="213" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjO8rksfVEvltS0CrHmDq9S2BD5Bf1_aeoP7XJmINeUcn68U3Xpa4v59TDje7i4P3VBLz_2yD7t-f8GzGQkYsRwims_RDOAZHTXTygYu7InvuZEuzv9ztTRl383MZahSwPYfwqoAp_IwpY/s320/air_mockup_2.jpg" width="320" /></a><br />
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjbdYdnDdpGiBqDM94i7pF3anCps_Gx-3DXZOu-7-bYWwDkpKY_Ss0yvcvnLiU1CQ_kf0hzJqcjKuHZG3eXDkiOxpLCeE6g4IjWUZfzY5fIDBuTKYFWvqdv8TDzYeObHx0a6c7lH3E4CWc/s1600/Bus_Mockup.jpg" imageanchor="1"><img border="0" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjbdYdnDdpGiBqDM94i7pF3anCps_Gx-3DXZOu-7-bYWwDkpKY_Ss0yvcvnLiU1CQ_kf0hzJqcjKuHZG3eXDkiOxpLCeE6g4IjWUZfzY5fIDBuTKYFWvqdv8TDzYeObHx0a6c7lH3E4CWc/s320/Bus_Mockup.jpg" width="320" /></a><br />
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgHGf1TgSRuQV73ne4GjG-6RgrxKJL2Ym0wcwN0cAvSAmaq8SpbaDAJqqkIYEC7dUst94Aoed1n8UQCWEVMpQXDxgWax2ngxoMiaRSyZXM_ZbHVpa-7sVQYHA2dHk1iCp2UUuDKfmsxn98/s1600/CurvedBillboard.jpg" imageanchor="1"><img border="0" height="177" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgHGf1TgSRuQV73ne4GjG-6RgrxKJL2Ym0wcwN0cAvSAmaq8SpbaDAJqqkIYEC7dUst94Aoed1n8UQCWEVMpQXDxgWax2ngxoMiaRSyZXM_ZbHVpa-7sVQYHA2dHk1iCp2UUuDKfmsxn98/s320/CurvedBillboard.jpg" width="320" /></a><br />
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgChyjneA846kmRsuAduVfDC1TrGe27F64RMDURAcC0mQNyTf03mkd_q70WT-ZQqRAl5DNZJu_aHd-k0ZWMClPFDGDdihtDAw2SMdo_rEmp83rDP2qIhbW5bFleEbk7iFIOFcd9lVtb9Co/s1600/Freebie_WomanHands.jpg" imageanchor="1"><img border="0" height="162" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgChyjneA846kmRsuAduVfDC1TrGe27F64RMDURAcC0mQNyTf03mkd_q70WT-ZQqRAl5DNZJu_aHd-k0ZWMClPFDGDdihtDAw2SMdo_rEmp83rDP2qIhbW5bFleEbk7iFIOFcd9lVtb9Co/s320/Freebie_WomanHands.jpg" width="320" /></a><br />
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgvY6q6brPpGZZCKly3InKHu2ZBjk8ME8BtC97pixktJbKpCJpSsNVirfAL9x_vvHDfPLCQh2Efxwa1HMWEvKvq8e8XLs4EZcUAn-j01ysfGwUPikqmqrOUgZGi4fhncglj2eRkJrS3SQc/s1600/Hanging+Wall+Sign+MockUp+5.jpg" imageanchor="1"><img border="0" height="240" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgvY6q6brPpGZZCKly3InKHu2ZBjk8ME8BtC97pixktJbKpCJpSsNVirfAL9x_vvHDfPLCQh2Efxwa1HMWEvKvq8e8XLs4EZcUAn-j01ysfGwUPikqmqrOUgZGi4fhncglj2eRkJrS3SQc/s320/Hanging+Wall+Sign+MockUp+5.jpg" width="320" /></a><br />
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi2zqfulaDvN6aoYsIl4DK0QBISMzeQHwQW7v_P_T_k9qAYHUGOPY3q3kPSCF9jSJCkuZTwirSkSJ_edSWUnjt7eSVkKf1o1CyB7dIrg6u-Ub9upIX7zz4z6WXIxQr82KPPAtPZ1pqnXfE/s1600/iPhone-5S-3-colors-Mock-up.jpg" imageanchor="1"><img border="0" height="213" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi2zqfulaDvN6aoYsIl4DK0QBISMzeQHwQW7v_P_T_k9qAYHUGOPY3q3kPSCF9jSJCkuZTwirSkSJ_edSWUnjt7eSVkKf1o1CyB7dIrg6u-Ub9upIX7zz4z6WXIxQr82KPPAtPZ1pqnXfE/s320/iPhone-5S-3-colors-Mock-up.jpg" width="320" /></a><br />
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEil4O7ULOYqcImtKGE6Q_NXWPfxh6hc8s1U65peRf5IxVRN2G1RQ63w3EEsvTZ7cION1rSLLIb0BrE06Rs2HaU4577-p_8BCkmiF-cjaJxyTk4UN-qkH9Z2zh_DAf-Hg90BwZV4fXNutVY/s1600/Newspaper.jpg" imageanchor="1"><img border="0" height="186" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEil4O7ULOYqcImtKGE6Q_NXWPfxh6hc8s1U65peRf5IxVRN2G1RQ63w3EEsvTZ7cION1rSLLIb0BrE06Rs2HaU4577-p_8BCkmiF-cjaJxyTk4UN-qkH9Z2zh_DAf-Hg90BwZV4fXNutVY/s320/Newspaper.jpg" width="320" /></a><br />
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjmmBMrD09OM-czAX2Wto3WYN_73HSfUJuLg5R0l9t60rZ5Xo7liQ3AV0Xzr0nZCi3VosRkTtMLWFuCwjFlzYsZpcslqTfT_C11V0PKpTZ2YisfmOQ8-iSZWP6YyldX09L2f7oVRoL5AMs/s1600/OnePlus_One.jpg" imageanchor="1"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjmmBMrD09OM-czAX2Wto3WYN_73HSfUJuLg5R0l9t60rZ5Xo7liQ3AV0Xzr0nZCi3VosRkTtMLWFuCwjFlzYsZpcslqTfT_C11V0PKpTZ2YisfmOQ8-iSZWP6YyldX09L2f7oVRoL5AMs/s320/OnePlus_One.jpg" width="180" /></a><br />
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEggueAUAPEDPbTZTMmUrCxiL4KlHhrUsfPs-_7X6k03qHVkHOZaqIdHCIfL0T-luQrPI7kDCFBJlhjW5c2CGq6f23Fn9Bvr7M6c0T7zL5QTZfgOJfquODxTpGbNF68gw6sliMjz__4xS3U/s1600/s7.jpg" imageanchor="1"><img border="0" height="213" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEggueAUAPEDPbTZTMmUrCxiL4KlHhrUsfPs-_7X6k03qHVkHOZaqIdHCIfL0T-luQrPI7kDCFBJlhjW5c2CGq6f23Fn9Bvr7M6c0T7zL5QTZfgOJfquODxTpGbNF68gw6sliMjz__4xS3U/s320/s7.jpg" width="320" /></a><br />
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjN9TV8v1A5yIFvtSKSfk6k-WILSAgEBKYigqawVwylTMBnv2mm2zqLZfLmIg8-MvlkOXyNxuAAkZRybS5d7DjWXChqYsW47ywGX12Us_u_yD__jo8ueUXAtto545v9QBkgYcsBqargNHQ/s1600/Shop+Facade+Logo+MockUp.jpg" imageanchor="1"><img border="0" height="217" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjN9TV8v1A5yIFvtSKSfk6k-WILSAgEBKYigqawVwylTMBnv2mm2zqLZfLmIg8-MvlkOXyNxuAAkZRybS5d7DjWXChqYsW47ywGX12Us_u_yD__jo8ueUXAtto545v9QBkgYcsBqargNHQ/s320/Shop+Facade+Logo+MockUp.jpg" width="320" /></a><br />
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjw4gExcooTeJ8bbkHLihYWV5Kemlln8sv_VFMZ9WmRaCeLmoVR90F854k6PHhYJL7KFUDT0xpOrV8HvpNGPo8GhjB1P_gKbKe60ZKN0w4GQHkkNrhS4R0MeMC_Uc3gSgv4TOuvd5RLVt0/s1600/Shopping+Bag+PSD+MockUp.jpg" imageanchor="1"><img border="0" height="222" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjw4gExcooTeJ8bbkHLihYWV5Kemlln8sv_VFMZ9WmRaCeLmoVR90F854k6PHhYJL7KFUDT0xpOrV8HvpNGPo8GhjB1P_gKbKe60ZKN0w4GQHkkNrhS4R0MeMC_Uc3gSgv4TOuvd5RLVt0/s320/Shopping+Bag+PSD+MockUp.jpg" width="320" /></a><br />
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgGEE9YfwF3-b2mDvgSskwCPjVjmjQse43xUMNJ3z7FndzndPOjjdjqDCXiJ1zofTaM9DB4PvCxXtVzxBADAMEKwQlu0ii4cxQ1owt7QqrUdXxm9QWHPXef2Mp714Zr8RqqSDWKfXteSj8/s1600/Tesla_Lkw_02b_dpa-9fa01ec233441a55.jpg" imageanchor="1"><img border="0" height="180" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgGEE9YfwF3-b2mDvgSskwCPjVjmjQse43xUMNJ3z7FndzndPOjjdjqDCXiJ1zofTaM9DB4PvCxXtVzxBADAMEKwQlu0ii4cxQ1owt7QqrUdXxm9QWHPXef2Mp714Zr8RqqSDWKfXteSj8/s320/Tesla_Lkw_02b_dpa-9fa01ec233441a55.jpg" width="320" /></a><br />
<br />Alejandro Zorita Santanahttp://www.blogger.com/profile/02235966639301235740noreply@blogger.com0tag:blogger.com,1999:blog-8414302357340563103.post-33299629844688585542018-01-06T04:47:00.001-08:002018-01-15T03:40:36.136-08:00Practical work - Logo FeedbackThe creation of logo was a challenging process and it was important to make sure it was under critical analysis. I received feedback from peers in the studio, but also from different communities of designers on Internet, like The Designers League, Designer's Creed, Tiquismiquis and theFutur.<br />
<br />
In regards to the elements of the design, there was a division between including the 'S' symbol in the word or not doing it. Some people mentioned that the rest of the text should be similar to the symbol. If the isotype is going to be part of the logotype it has to somehow stand out from the rest of the text and not be lost, as when isolated or working alone, would lose relevance. Others instead, commented on how good the typeface works and how stupid would be not to make the isotype part of the text, considering how predominant is the sound of the 'S' in the word Essence.<br />
<br />
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh17pgcxUjf9VzR4t-3AgNn-7Xg9KwnHdDxN36T2d03HcjcQJjwBO5EbBXz5pC9IB6CZsu-08q-lzS4Qm9rzy8nzBazGwD6bIPx8blOtrgQUnO7U6XieejjLZDVi5mlcmq4dbbxgksiV7U/s1600/Captura12.PNG" imageanchor="1"><img border="0" height="275" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh17pgcxUjf9VzR4t-3AgNn-7Xg9KwnHdDxN36T2d03HcjcQJjwBO5EbBXz5pC9IB6CZsu-08q-lzS4Qm9rzy8nzBazGwD6bIPx8blOtrgQUnO7U6XieejjLZDVi5mlcmq4dbbxgksiV7U/s320/Captura12.PNG" width="320" /></a><br />
<br />
<br />
Most of the feedback is about adjusting parts of the design, what others like or don't, but there's some other that should be reflected here due to the nature of this brief.<br />
<br />
Someone also mentioned that the elements were not original and have been seen everywhere around. They made a good point comparing it with the brand TRESemmé and Nescafé for their similarities. What was said as a negative comment, I found it quite positive. Making a visual identity that relies on luxury (but accessible) and science, and looking like those companies that weren't contemplated in the research but have a similar approach was an indicator that someone was being done right. Moreover, when they are not competition of Essence.<br />
<br />
The design was backed up with facts, like it needed to use simple shapes in order to be easily remembered as well as to stay familiar. It's a company that sells, in theory, air. So it has to feel familiar instead of something new that might scare the consumers. I also shown different examples of companies that have similar logos, even in the same industry and as competition, like the case of Mini and Bentley.<br />
<br />
<img height="400" src="https://www.tailorbrands.com/wp-content/uploads/2015/01/T88cdkeLYwhRgAAAABJRU5ErkJggg.png" width="352" /><br />
<br />
This started a debate about the importance of originality, to which I shared my personal point of view in regards to this topic summarised by Chris Do: "The idea of being original is both ignorant and arrogant. Ignorant, because you don't know what's come before. Arrogant, because you think it was all you". Then someone pointed out the importance of making a difference and standing out from the crowd. That person also highlighted how stupid was to create a visual identity of a brand that is not positioned in the market that it's not going to stand out. It was here when the research made for the dissertation became useful, because it allowed me to identify different concepts that were being mixed.<br />
<br />
The person that made these comments didn't understand that Essence was not selling fragrances or cosmetics and secondly didn't understand what positioning was and the different strategies involved. To what I agree with is that canons must be challenged and knowing well a market helps in breaking the mold, like Apple did for example. But it's the values and the mission what is challenging in the market, like Volkswagen did with the Beetle with the famous slogan 'think small'. But that is not the case of Essence, because as explained before, the challenge is to sell nothing but values and emotions. The position of this company can't be treated as there is no position of an imaginary company. In any case, it has to be treated like a company that is to be released, and that's how this project has been tackled down. The visual identity must feel familiar for a company that sells air!<span style="background-color: #f6f7f9; color: #1d2129; font-family: "helvetica" , "arial" , sans-serif; font-size: 12px;"><span style="font-family: inherit;"><br /></span></span>Alejandro Zorita Santanahttp://www.blogger.com/profile/02235966639301235740noreply@blogger.com0tag:blogger.com,1999:blog-8414302357340563103.post-47448936659427864452018-01-02T10:28:00.001-08:002018-01-15T03:40:36.166-08:00Practical work - Research<div style="text-align: center;">
<div style="text-align: left;">
The problem with selling scents in recipients (that don't have the goal of aromatising, like perfumes or candles) is that it can be misunderstood as buying something similar to air, which would be understandibly considered a con.</div>
<div style="text-align: start;">
<br /></div>
<div style="text-align: start;">
<div style="text-align: left;">
Nonetheless, it’s a disruption in a time where nostalgia is very trendy in films, fashion, music and other forms of creativity. It’s not a product anyone would expect.</div>
</div>
</div>
<div style="text-align: left;">
<b><br /></b> <b>Market Analysis</b></div>
<br />
The choice of buying air essence can be thought as easily replaced by buying candles or frangances of other types. The difference is that the air is unique, from a unique moment and unique place. Different factors can be added, like unique personality, unique person, etc.<br />
<br />
It’s about smells that can’t be replicated or manufactured. They have to be captured. A good analogy to this would be to compare this market with photography. Illustration can provide a different perception of the reality or a very similar one, but photography it’s what captures a particular moment and immortalises it. The main difference is that everyone can immortalise a sight, but it hasn’t been the same for smells.<br />
<br />
There’s a gap in the market to be filled and Essence wants to be the one to tell the world this is possible upto the point where the origin of the word “essence” becomes confusing for not knowing if it comes from the name of the company or from something else.<br />
<br />
<b>Portfolio Definition</b><br />
<br />
Every product is limited edition, as an essence can be captured in a certain place as many times as needed but not the same time.<br />
<br />
- Essence from places<br />
- Essence from events<br />
- Essence from people<br />
- Essence from objects<br />
- Customised essence collection<br />
<b><br /></b> <b>Concept definition</b><br />
<br />
-The concept and other parts were defined through the process called 'Core', which is explained in the essay-.<br />
<br />
Essence provides encapsulated scents to perceptive costumers in an adventurous environment with a premium voice helping them feel in control.<br />
<b><br /></b> <img src="https://lh3.googleusercontent.com/gcJ4kONL4i-y9NOzO9pgtfekn7mAW_Dbr1NlJ3GxEqnXEGMq2RfB10eYeoigpgZ3Vu1IRXvrmG_fvscBIFfhnCsd011ZGQ0dFj-FFpySheZGeYtoTlVjPD4M4bTyJveTZwky4AhcNYsKUvsNQEH4dojI-DeFnRPB37h2cCCCiBTcHwO1ENAhdVAmG87bMmHD68mHJ1JOtq2e0P2JxSV4GCv3TC0RZRa4oQejTuuIyBR7MBMSREpOgZZK94cE9KSQUg16UXEnY0lZdFqEt720T_g11gcJJZIOWq-7649WW-DugY-eVzgNcvu8qb89uiyMj5WfLlhFr1aBo6G81w40ezRlh9VGzzSGSpac0cjwnLutzngH9fKMf0tA8hkvALDZ8ieNavjRCcCXW2G-VU3aoD309QomLoAOXi1lYoAobYfmMUIXZnl93WOpTc75jBhpTdRmTPTwd76o_1NtOaBkkTuvM-akctarGBjIks2OQYL5t_PG3XRyk8INOiuDF9JXy8spE_iZdsyFZW7C4K2pJequfq5goXD2xWhE1t0NFI9rgE80_hkn9oamJTj3il9iBoR_7h-nkP1dkcEaj8NVw-YVxe6OOIzxyFKB_-Y=w634-h949-no" /><br />
<b><br /></b> <b>Atributes</b><br />
<br />
The same perfume smells differently on different people. So uniqueness is one very important attribute in Essence.<br />
<br />
- Capsules with liquified aromas<br />
- Mask device to inhale the scent<br />
- A trigger for a required state of mind<br />
<br />
<b>Benefits</b><br />
<br />
- It brings back memories, it’s a way of time-travelling<br />
- Relieve, satiation<br />
- Control over emotions<br />
<br />
<b>Values</b><br />
<br />
- Emotional<br />
- Ephemeral<br />
- Ethereal, not easily accessible<br />
<br />
<b>Mission and why/how/what</b><br />
<br />
The mission is to expand what can be done with odours. Essence doesn’t want to create new odours or memories, but to bring back the ones customers have.<br />
<br />
The extension of the empowering this technology provides to humans is why Essence is so committed. Memories through smells make consumers be in control of their emotions for a specific purpose.<br />
<br />
For example, a boxer before a combat might get into a deep state of concentration by smelling the gym he used to train at when he was a child. This smell might be very important and inspirational for him, acting as a trigger for a certain set of desired emotions and mindset.<br />
<br />
They capture scents as a natural result of chasing this vision of triggering emotions for specific purposes.<br />
<br />
<b>Personality and positioning</b><br />
<br />
Essence is a premium and science based company with a perceptive and nostalgic personality.<br />
<br />
If it were a person, it would be known for knowing what to do and when. It’s predictable, but unquestionable. It would spare no expense with what’s important, but knows very well how to handle money. It would drive a Tesla, have an iPhone X, wear a suit and would be covered in tattoos. A person with an interesting background, young but knowledgeable full of stories.<br />
<br />
<b>Signifiers</b><br />
<br />
In order to identify what signifiers this new brand is going to present, other brands with similar characteristics are going to be deconstructed to compare the similarities between them. The analysis will focus on the visual identity displayed on their websites based on the feedback received in the tutorials and feedback sessions.<br />
<br />
The focus is on companies that deal with luxurious products and/or products that are generally considered the best in technology.<br />
<br />
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhphvldW0y2zHrPo5FJEjuYWY_TMD1p7DMS-wFrW3PHcJa-oLNH3pALohM4Z5X7gaBCskFobD40UC7tNV9jdtiK7S3POZA0Y9OQHv82ioCOjH2pwGvcxXPFDxdV1kV2Kqtr2t4APrGIoiU/s1600/Dior-logo-DCBB4CC069-seeklogo.com.png" imageanchor="1"><img border="0" height="78" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhphvldW0y2zHrPo5FJEjuYWY_TMD1p7DMS-wFrW3PHcJa-oLNH3pALohM4Z5X7gaBCskFobD40UC7tNV9jdtiK7S3POZA0Y9OQHv82ioCOjH2pwGvcxXPFDxdV1kV2Kqtr2t4APrGIoiU/s200/Dior-logo-DCBB4CC069-seeklogo.com.png" width="200" /></a><br />
<br />
The icon of this company is only typographically based, a logotype that uses a transitional sans-serif typeface, and like the rest of the brand presented on their website, the text is normally black on a white background. There are other colour combinations as the logotype is designed to allow that kind of flexibility. The minimalism and lack of ornament is noticeable accross the brand, using sans geometric typefaces for text and a selection of greys for the brand for the products and photographs to stand out. This provides a feeling of premium-ness, exclusivity and luxury.<br />
<br />
Imagery primary relies on golden colours that inspire warmness and wealth. The general layout is presented in a coherent and easily understandable grid.<br />
<br />
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgGscPhyY-OQGVujXSLrXWfYdJaIteMCPEb688zWe9oav7AJaGm749HfmlKyWyzMBeIVyDVoviyj4m2yzDmIFSZtuiLaxm9728fkoqlY4PRQcuimofqetcHTlbTP69ZH7HTH7bDIjrSdkg/s1600/screencapture-dior-home-en_gb-1514581916562.png" imageanchor="1"><img border="0" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgGscPhyY-OQGVujXSLrXWfYdJaIteMCPEb688zWe9oav7AJaGm749HfmlKyWyzMBeIVyDVoviyj4m2yzDmIFSZtuiLaxm9728fkoqlY4PRQcuimofqetcHTlbTP69ZH7HTH7bDIjrSdkg/s640/screencapture-dior-home-en_gb-1514581916562.png" width="355" /></a><br />
<br />
<br />
--------------------------------------<br />
<br />
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjoviFK-zp5e0LxNI5PfgXsuYxGQ8jvEDw-fV5f8-5-ncnqQFU6FHMfMjdtfAjgBhMBnkeHbX8c2cSfXwwijZjzJeRW_t0qh3cP3yp-Y5kzQOHv2du5Rf3u127sLvn6UEjHn-vP38ROGOU/s1600/gayVHqq1.jpg" imageanchor="1"><img border="0" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjoviFK-zp5e0LxNI5PfgXsuYxGQ8jvEDw-fV5f8-5-ncnqQFU6FHMfMjdtfAjgBhMBnkeHbX8c2cSfXwwijZjzJeRW_t0qh3cP3yp-Y5kzQOHv2du5Rf3u127sLvn6UEjHn-vP38ROGOU/s200/gayVHqq1.jpg" width="200" /></a><br />
<br />
Similar to Dior’s, Gucci’s logotype uses a transitional sans-serif typeface with a more contemporary approach, as the serifs are reduced, with less importance and aiming to a more sans look. The main difference is that Dior's logotype is not all written in capital letters. The brand is also very minimalist with the only addition with a golden colour to their own scale of greys and browns to convey luxury and warmness.<br />
<br />
The imagery is more precise and has more importance than in Dior’s. Purple colour is the one with protagonism.<br />
<br />
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgMZRCbuGYkdLc434MPp_AoaX8ik5WKdoSHXCM7HTeOeezez9NxxTYEAShpxnr_zJwQ0_T4Ogq2nSQNcS0M8u6Lb7qvP3kRy2sxoszudrlZ9EPl1kxKUxRebVUelAsgwQ5w4cOqZSlRmEU/s1600/shot-20171229-24317-1caiiv3.jpeg" imageanchor="1"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgMZRCbuGYkdLc434MPp_AoaX8ik5WKdoSHXCM7HTeOeezez9NxxTYEAShpxnr_zJwQ0_T4Ogq2nSQNcS0M8u6Lb7qvP3kRy2sxoszudrlZ9EPl1kxKUxRebVUelAsgwQ5w4cOqZSlRmEU/s1600/shot-20171229-24317-1caiiv3.jpeg" /></a><br />
<br />
--------------------------------------<br />
<br />
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi7hunPjmPm-nflwwPu16dM2pNEPx6SPsqd1NHcyWthPNbztdC8rNhxrhtV9kwBV7M0rgWU_HhsoW8QNSL6HpHOscWiMvqdcDo4SN4jWwLvzcXgGrc_qgwUZbWT1m5ZYkWSUig1TPzUXR8/s1600/knowledge_graph_logo.png" imageanchor="1"><img border="0" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi7hunPjmPm-nflwwPu16dM2pNEPx6SPsqd1NHcyWthPNbztdC8rNhxrhtV9kwBV7M0rgWU_HhsoW8QNSL6HpHOscWiMvqdcDo4SN4jWwLvzcXgGrc_qgwUZbWT1m5ZYkWSUig1TPzUXR8/s200/knowledge_graph_logo.png" width="200" /></a><br />
<br />
Apple’s logo has trascended in such way that doesn’t need the text to go along with it in order to be recognised. Nevertheless, the similarities with the brands analysed before are quite obvious. They use transional sans-serif type of typography (Helvetica, for example) and another palette of grey colours with very detailed close-ups of floating products. This is to show the attention to detail and care they put into creating every piece, emphasising the design.<br />
<br />
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEifGp5VjWqYwySCvnVbHBDTd3B2R3HNAaRPN62yEpmG3SeDx2fYzn9YgwXGPO8ekzw9VIUl3uL3GvUES5C_EDcv-GzVJZ1Q8NMB2cfWU1Eg8_VI3soWKtoQnd4sZY-KQYqZg0p3AwMcbWQ/s1600/screencapture-apple-1514581888604.png" imageanchor="1"><img border="0" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEifGp5VjWqYwySCvnVbHBDTd3B2R3HNAaRPN62yEpmG3SeDx2fYzn9YgwXGPO8ekzw9VIUl3uL3GvUES5C_EDcv-GzVJZ1Q8NMB2cfWU1Eg8_VI3soWKtoQnd4sZY-KQYqZg0p3AwMcbWQ/s640/screencapture-apple-1514581888604.png" width="322" /></a><br />
<br />
--------------------------------------<br />
<br />
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEijlzwZ6NTz6EaybnPE_HCUB6ABrrIoHecmFdvppz0DXtLPbGKkNKAgGg8x-OX9ZYx0KzXUSUOhpnyPTYvlb0LSAzKe40LdteIa7bs6zFgjOiu9QvAx4C1oVABwQwsEfPkVKzkOu0vPF4U/s1600/images.png" imageanchor="1"><img border="0" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEijlzwZ6NTz6EaybnPE_HCUB6ABrrIoHecmFdvppz0DXtLPbGKkNKAgGg8x-OX9ZYx0KzXUSUOhpnyPTYvlb0LSAzKe40LdteIa7bs6zFgjOiu9QvAx4C1oVABwQwsEfPkVKzkOu0vPF4U/s200/images.png" width="200" /></a><br />
<br />
Tesla shows panoramic imagery of their products in natural environments, such as mountains, sunsets, etc. They probably do this to signify how important it is for them to take care of the environment, as their cars are electric. Products are also shown floating, like in Apple.<br />
<br />
Their logotype shows letters that seem to be inspired in Chinese calligraphy, but cleaner and symmetric.<br />
<br />
They use, in opposition to the other brands, black for the background and white for the text, although the cleanliness is constant here as well.<br />
<br />
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjBOZadPxeJ7XKc-Tf_4H4L7q8FJaVLhTIJpVqvsBfBA2QQs0BlLTxg-e8s7NitFhqnRaxE-Y48erZF9f4WyEJfyCogF7Gua0Joj83pcsBDrCifDzaes5Ako0SMRlz-Gazf52P7bvzCQ38/s1600/screencapture-tesla-en_GB-semi-1514583523743.png" imageanchor="1"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjBOZadPxeJ7XKc-Tf_4H4L7q8FJaVLhTIJpVqvsBfBA2QQs0BlLTxg-e8s7NitFhqnRaxE-Y48erZF9f4WyEJfyCogF7Gua0Joj83pcsBDrCifDzaes5Ako0SMRlz-Gazf52P7bvzCQ38/s1600/screencapture-tesla-en_GB-semi-1514583523743.png" /></a><br />
<br />
<br />
<b>Scale of semantic difference</b><br />
<b><br /></b><b><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhjj5cYEZGVLlIJR3s9LOiyJ4By4RXRolJfYs3LM9D5QxIa62CKeXN23TIUjKwxxXtEERxgaYBdFoqHN_0TL5ykYXl0Y4uwNcAWYPWgkOAE-hOEWICMvBhAgCc1X50AGlL8m-DVhJfD4hU/s1600/Captura.PNG" imageanchor="1"><img border="0" height="566" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhjj5cYEZGVLlIJR3s9LOiyJ4By4RXRolJfYs3LM9D5QxIa62CKeXN23TIUjKwxxXtEERxgaYBdFoqHN_0TL5ykYXl0Y4uwNcAWYPWgkOAE-hOEWICMvBhAgCc1X50AGlL8m-DVhJfD4hU/s640/Captura.PNG" width="640" /></a></b><br />
<br />
It’s difficult to find companies with developed and positioned brands that do the same as Essence. For this scale it’s been used considered companies like the ones that were previously analysed.<br />
<br />
One of the main differences it’s that Essence is more emotional and sensitive, whereas companies like Apple, Tesla or Dior are more cold and distant. Also, these companies focus on how they push the boundaries of technology, similar to what Essence does.<br />
<br />
Enjoying these essences is part of a more private, safe and intimate ritual, whereas using the products the other companies sell it’s for a more social aspect. For example, someone that buys clothes from Gucci most likely will fulfill a social aspect with them. Finally, the Essences are not exactly an everyday product, but the capsules can be similar to Nespresso’s capsules: they are both premium and consumed on a daily basis.<br />
<br />
<b>Examples of target Audience</b><br />
<b><br /></b> <b>1.- Donovan, 25. New York, USA.</b><br />
<b><br /></b> <b><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg_GNZhDxFjSD-GLXm7KpeMwimjzbu_fDKeDTLU7L4YGoiZR1wmD05LSNmHANtFycT56dbdt7TKiifxsb0Rf84nW4HnYntiCMEUoUdecUFElEqX5ATeVDKQ91hSiejAZ0vE7Xj3O9kjWNs/s1600/african-1546550_1920.jpg" imageanchor="1"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg_GNZhDxFjSD-GLXm7KpeMwimjzbu_fDKeDTLU7L4YGoiZR1wmD05LSNmHANtFycT56dbdt7TKiifxsb0Rf84nW4HnYntiCMEUoUdecUFElEqX5ATeVDKQ91hSiejAZ0vE7Xj3O9kjWNs/s320/african-1546550_1920.jpg" width="213" /></a></b><br />
<br />
Origins: Born and raised in New York City in a working class family and neighbourhood. Single. He says he has achieved everything thanks to the support of his mother.<br />
<br />
Career: He’s been boxing since the age of 5 and everyone around him always knew he was going to be the next big boxer. He has been very disciplined with his career and has achieved more than he ever imagined. His salary varies, but it can be said that he will be a millionaire soon.<br />
<br />
Family: He doesn’t plan to have start a new family and for now he takes care of his mother and siblings, paying for their houses, studies, etc.<br />
<br />
Hobbies: He is someone that enjoys fashion and likes to wear high class suits. Clothing brands are always getting in touch with him for advertising their products. He is very curious and likes to dive into the things he couldn’t in the past for not having money, like playing golf, learning how to drive a helicopter, etc.<br />
<br />
Personality: Donovan is full of humanity and he is always trying to find new ways to deliver the happiness he’s got from the world. He is a very positive individual that is always trying to encourage younger generations to respect their parents, be thankful and work hard. He inspires many people and he is inspired by his family.<br />
<br />
<br />
Consumes: Donovan is a simple man, but that doesn’t mean he stops himself for enjoying what he has achieved. Luxurious clothes, restaurants, hotels, cars, etc are part of how he likes to spend his time. He also donates great amounts of money to charity.<br />
<div>
<br /></div>
<div>
<b><br /></b></div>
<div>
<div>
<b>2.- Yu Yan, 45. Zengchong, China.</b></div>
<div>
<b><br /></b></div>
<div>
<b><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhmfRY2bjzwvURd4bxCsojUCy2z6-Ve5-ANm-ruLsMoTV7qNkY0kqh6tJxIiNiJp7FD41MAfuaiCdiNm3-3zosgUgkyO_DtMdSzrfwX5H2NUzLrtqq6fwbq3bNq0G1I6mkJs4YckXNi4uU/s1600/Girl_in_Muyuan_in_Jiangxi.jpg" imageanchor="1"><img border="0" height="213" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhmfRY2bjzwvURd4bxCsojUCy2z6-Ve5-ANm-ruLsMoTV7qNkY0kqh6tJxIiNiJp7FD41MAfuaiCdiNm3-3zosgUgkyO_DtMdSzrfwX5H2NUzLrtqq6fwbq3bNq0G1I6mkJs4YckXNi4uU/s320/Girl_in_Muyuan_in_Jiangxi.jpg" width="320" /></a></b></div>
<div>
<br /></div>
<div>
Origins: Yu Yan is from Zengchong, a rural village in China popular for its uniqueness. She was raised with 3 other siblings. Their family is poor in comparison with a family in Shanghai, but they are in a very good position in the economy of the village.</div>
<div>
<br /></div>
<div>
Career: She studied English Philology thanks to her father savings, as he didn’t learn almost any English at school and she wanted to be able to leave the country and live somewhere else. She now lives in the UK and works as a translator.</div>
<div>
<br /></div>
<div>
Family: She is married to an English man and has 2 children. She wants their children to speak Chinese and English equally fine, but she doesn’t want them to go to live in China as she considers the life in the UK is much better.</div>
<div>
<br /></div>
<div>
Hobbies: Her main hobby is to do all kinds of sports, she is very active. She also likes to meditation and travelling, and is always looking for new breathtaking places to visit. Whenever she can, she visits Zengchong, but it’s very difficult for her as it is an expensive travel with many complications.</div>
<div>
<br /></div>
<div>
Personality: Yu Yan is proud of what she has achieved in her life and wouldn’t change it for anything, but she usually feels homesick and is constantly speaking about how beautiful and simple her life used to be in her hometown. She is kind, active and clever.</div>
<div>
<br /></div>
<div>
Consumes: She is not a person that wastes her money, but she doesn’t mind spend good money in food at the Chinese market. Not only because she likes the food there, but because it keeps her memories alive.</div>
</div>
<div>
<br /></div>
<div style="text-align: center;">
<b>Concept Board</b></div>
<div>
<b><br /></b></div>
<div>
<div>
<b>Concept definition</b></div>
<div>
<br /></div>
<div>
Essence provides encapsulated scents to perceptive costumers in an adventurous environment with a premium voice helping them feel in control.</div>
<div>
<br /></div>
<div>
<b>Atributes</b></div>
<div>
<br /></div>
<div>
The same perfume smells differently on different people. So uniqueness is one very important attribute in Essence.</div>
<div>
<br /></div>
<div>
- Capsules with liquified aromas</div>
<div>
- Mask device to inhale the scent</div>
<div>
- A trigger for a required state of mind</div>
<div>
<br /></div>
<div>
<b>Benefits</b></div>
<div>
<br /></div>
<div>
- It brings back memories, it’s a way of time-travelling</div>
<div>
- Relieve, satiation</div>
<div>
- Control over emotions</div>
<div>
<b><br /></b></div>
<div>
<b>Values</b></div>
<div>
<br /></div>
<div>
- Emotional</div>
<div>
- Ephemeral</div>
<div>
- Ethereal, not easily accessible</div>
<div>
<br /></div>
<div>
<b>Mission</b></div>
<div>
<br /></div>
<div>
- To reach new levels of experience with odours.</div>
<div>
<br /></div>
<div>
- Empower users.</div>
<div>
<br /></div>
<div>
- Make emotions serve us.</div>
</div>
<div>
<br /></div>
<div>
<div>
<b>Personality and postitioning</b></div>
<div>
<br /></div>
<div>
- Premium and science based</div>
<div>
- Perceptive and motivational</div>
<div>
- Emotional and private</div>
</div>
<div>
<br /></div>
<div>
<br /></div>
<div>
<div style="text-align: center;">
<b>Creative Strategy</b></div>
<div>
<br /></div>
</div>
<div>
<div>
<b>Project Objective</b></div>
<div>
<br /></div>
<div>
To create the visual identity of Essence based on its personality:</div>
<div>
<br /></div>
<div>
- Premium and science based</div>
<div>
- Perceptive and motivational</div>
<div>
- Emotional and private</div>
<div>
<br /></div>
<div>
The identity must reflect the perceptiveness and adventurousness of its users. Also, it’s important to represent a sens of control in a luxurious tone and the power of travelling in time through memories. It’s a unique way to access that part of the brain, so it has to look exclusive and not easily accessible. It has to be a way of empowering.</div>
</div>
<div>
<br /></div>
<div>
<div>
<b>Target Audience</b></div>
<div>
<br /></div>
<div>
- Gender: N/A</div>
<div>
- Geographic area: International</div>
<div>
- Habitat: Home</div>
<div>
- Age: 20-90</div>
<div>
- Social class: Mid</div>
<div>
- Channel: In situ</div>
<div>
- Psycho-graphic profile: people that finds moments of their past inspiring, that are curious about the smell of an event they couldn’t attend to. </div>
<div>
- Leisure: Sports, activity, travelling, creating new memories, events, etc</div>
<div>
- Motivations: Being nice to others, be a better person, pride on their story </div>
<div>
- Frequence of use: low-mid. At least 1 a month.</div>
</div>
<div>
<b><br /></b></div>
<div>
<div>
<b>Creative axes</b></div>
<div>
<br /></div>
<div>
- Premium</div>
<div>
- Motivational</div>
<div>
- Emotional</div>
<div>
- Private</div>
<div>
- Perceptive</div>
<div>
- Science based</div>
</div>
Alejandro Zorita Santanahttp://www.blogger.com/profile/02235966639301235740noreply@blogger.com0tag:blogger.com,1999:blog-8414302357340563103.post-30280406141241081342018-01-02T10:08:00.002-08:002018-01-15T03:40:36.128-08:00Practical work - Idea generationSo, if feelings or a concept like energy (an atmosphere, an ambient) cannot be sold by itself, then it needed a medium that made selling those emotions a challenge for its low value. There were different ideas at this stage, like selling football players used t-shirts. All of them were around the concept of selling air from different parts of the world to convey different emotions.<br />
<br />
Different targets would find different airs attractive for different reasons. Air from the Himalaya, from Chicago or from an event, like the fight between Mc Gregor and Mayweather.<br />
<br />
The first idea was to design a package that made attractive the idea of buying air based on the work of Marcel Duchamp or Piero Manzoni. Film the process of capturing the air, capturing anger, strength, etc. Air captured in a beautiful bottle of glass with, for example, the signature of the person's breath. This was an idea that was put on a side since it's not the main focus of my practice.<br />
<br />
There's a company in Yorkshire that sells air from there to other parts of the world at a high price (around £80 for a regular jar). Another idea was to re-brand this existing company. Another, was to make a product for Gucci or a similar luxurious brand as an extravagant product. Or perfumes that instead of providing the user a nice smell, to sell the scent of someone else.<br />
<br />
Based on the feedback received, a brand like this could be perceived as something luxurious and scientifical/technological as well. The name of this imaginary brand is Essence.<br />
<br />
<img height="640" src="https://lh3.googleusercontent.com/3dfDQ8HQIwi9IzsHS86hZ58xlDC5bBcXsxCjDuvMZWt-j6VcnEvPJH16HC_pO8zrNZ4fhNu6Z7VvgEkglv8P7VuuOnWUd-LT7mn0v_y9e98tpjnrZt2DnB9B_f3PGrkvA40ruj2ntBC298xBS4sMMH3sKmNPeb-DUtDYwbJuJmT5kjcS_IFjojYB65QxE90Tqy0RrJyidxnjmUx02VSjo167B75VRVTBMHxR00_uZkSN6Hdnjz2skhTBxEAN2ytxERayUpYPI2iZSrzKWaY_ZBQqNvWJZvRNVFnyfSDHagNH0gClAEzVQmsnWo5e9_DE0sNFczB8DqYoqiPUpmjy7clEYVR43eRP82P_4ykM4RcKOcLqWbqxaYtP13tI-bgsovrp-sMPih9ESWc-CqFc6ruwpVsyALf6ETns2VYWBW-ZErjaukWhAb7feyIsghqGwGB_RT70Ctbkjs3TOA2FTdav9PtM9hVwuWidXQwsQxIgWjGQ_xWQzvio5gNu_KddzjUYhBig-mmEiX9YxjO1_KPGlAJz7gWI73CYjFXHOgIgp9-ZNbyXpGn7OcKhB_XNZSrrVk8p6ST3DSm8Y3PUSBQ7Y3BEwSm_tZOpss0=w758-h949-no" width="511" /><br />
<br />
Essence is a fictional company that sells air. The purpose of using a company like this is to explore the argument of how humans are not only consumers of tangibles, but also of meaning.<br />
<br />
This company has a series of warehouses full of bags with air from different times and events since the 1970’s. Some examples are air from christmas in New York of 1991, air from the ring when Muhammad Ali fought George Foreman or air from the Himalaya.<br />
<br />
They have accesible air that can be constantly renewed (for example, air for a specific place) or air from a specific event that is very limited. Although, all products are limited edition, as despite an air can be collected from a place over and over again, it will change depending on the time frame.<br />
<br />
They want to provide a way to go to the past, to relive an experience. They also provide custom air recollection. For example, a family with a newborn might want to keep the essence of the baby for the future. Or they want to remember the smell of the night when their favourite team won a tournament.<br />
<br />
They mostly rely on nostalgia, but also of the use of certain smells as triggers. For example, a football player might have a certain smell that makes them stay focus. That can be the smell of a beloved one, a place, etc. They could use this service to have that trigger accessible anytime they need it.<br />
<br />
<br />
This idea of collecting air changed over the time. Instead of air, this company provides a way to liquify a smell so the user can take it anywhere and lasts for more time. This change was made so the package of the product was reduced to the minimum, removing importance from it and focusing the project more on the brand.<br />
<br />
Essence counts on the finest technology to gather the air and maintain these smells intense, so it’s not a process that can be easily replicable. They use science to liquify these odours in such way that remain isolated and without any type of contamination by the recipient.Alejandro Zorita Santanahttp://www.blogger.com/profile/02235966639301235740noreply@blogger.com0tag:blogger.com,1999:blog-8414302357340563103.post-42318270818429929442018-01-02T09:37:00.004-08:002018-01-15T03:40:36.156-08:00Practical Work - Brief interpretationThis project is an opportunity to explore the methodologies discussed in the dissertation.<br />
<br />
Since it's a branding project based on persuasion and the use of signifiers, the idea was initially similar to the project carried out at the beginning of the year: tell a lie convincingly, only that in this case it would involve a whole branding project.<br />
<br />
One of the approaches was, for example, an Ikea product to "build your own borders" as a form of criticism to the nationalist movements taking place in UK, Catalonia and other parts of the world. Although, this was motivated by politics. The essay doesn't touch that aspect and the motivations of this project were different.<br />
<br />
One of the conclusions in the context of the essay is that consumers don't make decisions based on the attributes of the products anymore, but they are now consumers of meaning.<br />
<br />
What could be interesting to create the visual identity of it's a brand that sells, in theory, nothing. For example, a bag of hope, a package of insurgency or a bottle of self-confidence. In other words, to sell solely the emotion instead of what is attached to it. The problem with this approach is that there must be something physical or not that works as a medium for that emotion to be conveyed.Alejandro Zorita Santanahttp://www.blogger.com/profile/02235966639301235740noreply@blogger.com0tag:blogger.com,1999:blog-8414302357340563103.post-22476755966197590292017-12-19T13:24:00.000-08:002017-12-19T13:24:00.088-08:00Fourth TutorialBy this point I had 4800 words for the essay. I asked if I was missing 200 of if it could stay like that. The essay must be, at least, 5000 words, and since the introduction is a bit short, it can be added the why this is a topic worth of study for me.<div>
<br /></div>
<div>
For the different stages of the design, it was suggested that there should be 5 different ways the project could be.<br /><br />Another idea was to do the work for the company Aethaer, the one mentioned in the crits.<br /><br />A good way to start this project would be to deconstruct luxurious and science brands and compare their signifiers.</div>
Alejandro Zorita Santanahttp://www.blogger.com/profile/02235966639301235740noreply@blogger.com0tag:blogger.com,1999:blog-8414302357340563103.post-56012950062839459362017-12-13T05:22:00.000-08:002017-12-19T13:19:13.457-08:00Cop CritFor this group crit I prepared a very brief explanation of what the practical work in regards to the dissertation is going to be about.<br />
<br />
I explained that one of the conclusions from the dissertation is that consumers buy meaning, so I wanted to brand a product that was all about meaning. That product is air.<br />
<br />
I asked several questions.<br />
<br />
1.- Suggestions of similar brands?<br />
<br />
Aethaer<br />
<br />
The film Lorax<br />
<br />
Consider packaging football t-shirts to have the smell of a particular football player<br />
<br />
<br />
2.- What approach would you have to a project like this?<br />
<br />
Chemical<br />
<br />
Something like food, with ingredients<br />
<br />
Luxurious. A product that Gucci would release.<br />
<br />
3.- Do you think the name "essence" works?<br />
<br />
It works. Since it's English is quite neutral and doesn't have any connotations that remind the audience of a certain smell.<br />
<br />
4.- Any other suggestions or ideas would be highly appreciated<br />
<br />
Check out the South Park game smell device.<br />
<br />
A device to spray the air over oneself.<br />
<br />
Show the process of capturing air.<br />
<br />
Cheesy goldfish in a bag with branding on top.<br />
<br />
Pop up a stall with bags of air.<br />
<br />
Make it luxurious.<br />
<br />
Make brands like gucci have a jar of air from them.<br />
<br />
Range of products (low-high end)<br />
<br />
<br />
I had one more question that I couldn't ask because we ran out of time, but the amount of ideas I got from the other 3 compensated the outcome.<br />
<br />
5.- Main difference perceived between this product and perfumes/fragrancesAlejandro Zorita Santanahttp://www.blogger.com/profile/02235966639301235740noreply@blogger.com0tag:blogger.com,1999:blog-8414302357340563103.post-76629234263385655992017-12-07T10:03:00.002-08:002017-12-07T10:03:23.008-08:00Third TutorialOn the third tutorial, Ben and I were looking to how to connect the strategies carried out by designers nowadays with the theories of Packard and Bernays. He also pointed out a few things that needed to be fixed, like structure or the way certain things were worded.<br />
<br />
We also discussed the practical work. The concept of telling a lie convincingly was explored in the last week. One idea is a product from Ikea to build your own borders, as a way to throw a critic about Catalonia or Trump. A company like Ikea has a very wide target audience, so it has to solve all kinds of problems and persuade customers to believe certain product is real.<br /><br />Looking back at the dissertation, the whole text points out that consumers buy meaning instead of product. It'd be interesting to explore this in more deep by branding a series of products to sell only meaning through typography, colours, imagery, etc. An example of this can be a bag of hope, a package ofinsurgency or a bottle of self-confidence.<br /><br />This is how I came up with the idea of selling air from different parts of the world to convey different emotions. Different targets would find different airs attractive for different reasons.<br /><br />Air from the Himalaya.<br /><br />Air from Chicago.<br /><br />Air from the fight between Floyd Mayweather and Conor McGregor.<br />
<br />
The feedback from Ben said that this could be a window to the future and make an advertising campaign about it. Have pictures of the process of capturing the air. Capturing anger, strength, etc.<br /><br />The work of Marcel DuChamp and Piero Manzoni was discussed during this session.Alejandro Zorita Santanahttp://www.blogger.com/profile/02235966639301235740noreply@blogger.com0tag:blogger.com,1999:blog-8414302357340563103.post-78001183189335945912017-11-27T05:32:00.000-08:002017-11-27T05:32:15.876-08:00Freud, S. (1923) The Ego and the IDFreud, in his second theory about the structure of the physic apparatus, distinguishes three fundamental instances. The 'Id', formed by the conscious and unconscious, is the psychic expression of drives and desires. It is in conflict with the 'Ego' and 'Super-Ego'. The 'Ego' is the acting psychic instance and is the mediator between the other two. It tries to conciliate the normative and punitive exigences of the 'Super-Ego' as well as the demands of the 'Id' to satisfy unconscious desires. Its function is to achieve the greatest degree of pleasure in the limits of reality. The 'Super-ego' is the judge of the Ego, and constitutes the internalisation of the norms, rules and parental prohibitions. The specific functions of each entity are not always clear and they are interwoven in many levels and personality is constituted by this model of diverse forces in inevitable conflict.Alejandro Zorita Santanahttp://www.blogger.com/profile/02235966639301235740noreply@blogger.com0tag:blogger.com,1999:blog-8414302357340563103.post-45712435558706735662017-11-27T03:04:00.002-08:002017-11-27T03:04:31.244-08:00Second tutorialFor this second tutorial I had sent the draft of my first chapter to Ben in advance so we could go through the corrections together.<br /><br />There was an overuse of Packard that had to be corrected as well as other poor arguments that needed to be backed up with evidence. Ben suggested me to look into the work of Barbara Kruger and to carry out a practical work based on one of the tasks we did at the beginning of the course, to tell a lie convincingly.<br /><br />He also suggested me to contact the studio mother agency, but after writing the second chapter with the information I already had gathered it's probably not going to be necessary. Some other references were mentioned, like the book 'can jokes bring down governments?' and Freud theories about jokes and humour. The idea was to create a fake product/brand/service that was convincing to test the credibility of the ways of persuasion from the theorist mentioned in the dissertation.<br />
<br />
<br />
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjS6BsgiIPzOoOSHrFK4gHJC8i8R7MHpjdCXpsUI-yq-yTukKsEBCq7jbGzB_RbRxtf8PuakwYdNPycHDTzoJdPMIhlDHxx4bgBJghlRNYntzK4CqBMi0bWPDZGkGStB_99IC1boJg6XuM/s1600/24139886_10213964216555403_1281333330_o.jpg" imageanchor="1"><img border="0" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjS6BsgiIPzOoOSHrFK4gHJC8i8R7MHpjdCXpsUI-yq-yTukKsEBCq7jbGzB_RbRxtf8PuakwYdNPycHDTzoJdPMIhlDHxx4bgBJghlRNYntzK4CqBMi0bWPDZGkGStB_99IC1boJg6XuM/s640/24139886_10213964216555403_1281333330_o.jpg" width="480" /></a>Alejandro Zorita Santanahttp://www.blogger.com/profile/02235966639301235740noreply@blogger.com0tag:blogger.com,1999:blog-8414302357340563103.post-28132147218415876892017-11-25T10:27:00.000-08:002017-12-03T07:46:03.149-08:00Second Chapter - Current brand strategies<div style="text-align: center;">
<div style="text-align: left;">
A strategy is a careful plan or method for achieving a particular goal usually over a long period of time.<span style="background-color: white;"> The following chapter explains how these processes work in order to put theory into practice. By understanding these frameworks, their strenghts and weaknesses, it is possible to apply them and provide improvements if they were to be identified.</span><br />
<span style="background-color: white;"><br /></span>
<span style="background-color: white;">The strategy that precedes a design process works for the recognition or appearance of the brand. It has a long-term character and its most important aim is to maintain a consistency in appearance that results in a more recognisible product, service or company. </span>Saffron Consultants (2015) divides branding projects into five different categories: Re-positioning, re-structuring, specialised focus, creation, and revolution. They explain that branding is a process of discovering a business. This understanding increases up to the point where the strategist considers there is enough evidence that can be reduced to a very specific message. Mushtaq (2017) considers of great importance to understand the subject around a product or service, its audience and what is already been done with similar products. It is a process of finding a balance between what makes a company unique, what it is that their competition cannot match and the needs of their audience. The whole process is about focusing on what makes them different, which might be a very small part of what they are, but much more relevant and with more importance than the rest of it. Fontvila (2016) carries out a workflow involving research into the background, structure, concept, personality, positioning, and target audience. Very similar to 'Core' (Do and Caballer, 2014) in essence - discussed later -, his conceptualisation of the brand relies on the definition of the concept through values, attributes (considered here as physical characteristics) and emotional benefits. He uses the brand value pyramid, which highlights the importance of beliefs and values, followed by the benefits and gives less importance to the physical characteristics. The reason is that these features are difficult to manage when it comes to creating a differentiation from the competition. For example, it is impossible to make a company that makes biscuits stand out for making biscuits with chunks of chocolate, as there are many others doing the exact same thing and is probably more popular than them.</div>
<div style="text-align: start;">
<div style="text-align: left;">
<br />
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhEAzBPc-FYDcM-S3HQ95rpQwnvPBe_cL_W732WanNbws53NOtilouGFfO0VyIAmGf1wIyZHixHZolu7YrLC6nzujpdDctWvx-dRGG1Kjs0GKzsMNSHN3YZ7KolSKzYEbizHLBnIjLlfrg/s1600/emotional-branding-2.gif" imageanchor="1"><img border="0" height="563" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhEAzBPc-FYDcM-S3HQ95rpQwnvPBe_cL_W732WanNbws53NOtilouGFfO0VyIAmGf1wIyZHixHZolu7YrLC6nzujpdDctWvx-dRGG1Kjs0GKzsMNSHN3YZ7KolSKzYEbizHLBnIjLlfrg/s640/emotional-branding-2.gif" width="640" /></a><br />
<br />
In relation to what others have said about doing the opposite of what the competitors are doing and highlighting what is different about them, Fontvila (2016) uses a semantic differential scale. This helps to clearly see how a company is different from the rest and how they can exploit that difference to create a unique position in the mind of the customers. These differentiators are called creative axes and they are used to build the band upon based on the distinctivity of the values, emotional benefits and attributes in this order of importance. On the example below, the most noticeable difference between this company and its competition is the creative and emotional aspect in opposition to a more classic and rational competition.<br />
<br />
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjBzUK3uYoC-DPMcO-zFhnJf27jE-BnLxypS6nxUCIUl2bTNIkBVcAihKtJ114PkFVMIYkj1BbcnrayeOOLE8sTUzGwCtF6HbCfPSiZTbfmClp6sf3lWJRsPDfoV-IFSszMtQ1XPiywi3o/s1600/Captura.PNG" imageanchor="1"><img border="0" height="544" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjBzUK3uYoC-DPMcO-zFhnJf27jE-BnLxypS6nxUCIUl2bTNIkBVcAihKtJ114PkFVMIYkj1BbcnrayeOOLE8sTUzGwCtF6HbCfPSiZTbfmClp6sf3lWJRsPDfoV-IFSszMtQ1XPiywi3o/s640/Captura.PNG" width="640" /></a></div>
</div>
<div style="text-align: start;">
<div style="text-align: left;">
<br /></div>
</div>
<div style="text-align: start;">
<div style="text-align: left;">
Saffron Consultants (2015) explain that the nature and aptitude of the brand will inform the attitude it will have towards their customers. The values and personality create the idea of the brand, the essence: the briefest and straightforward expression of what a brand represents; the core thinking that rules every other action and brand expressions. Mushtaq (2017) argues that the way a brand expresses itself can be by purposely challenging conventions, and that can inform the colours, fonts, imagery, a tone of voice that amplifies the message that needs to be conveyed. <span style="background-color: white;">Lusensky (2010) points out the importance to keep these expressions flexible in order to </span><span style="background-color: white;">be modified depending on the company's initiative or market situations.</span> Sinek (2009) defends the same point of view as Mushtaq and explains that successful companies like Apple understand that they have to do the opposite their competition is doing. Normally, companies say what they do, how they do it and why they do it, but if this message is delivered the other way around it becomes much more powerful. For example: 'We make great computers, beautifully designed and simple to use. We like to think differently and challenge the status quo' is the wrong way of a more powerful option. It should be: 'We like to think differently and challenge status quo using beautiful design and simplicity. We just happen to make great computers as a result'. Sinek (2009) is very clear about this, and claims that "people do not buy what you do, they buy why you do it". Adams and Morioka (2006) call this the company's mission, and they should reflect why it is worth doing what they do beyond economics. The goal for a company is not to do businesses with whoever needs what they have but to do business with people that believe what they believe. As discussed in the first chapter, consumers buy meaning.</div>
</div>
<div style="text-align: start;">
<div style="text-align: left;">
<br /></div>
</div>
<div style="text-align: start;">
<div style="text-align: left;">
Do and Caballer (2014) carry out a process called 'Core', another approach to strategy that helps to design a brief, as many times clients know about their problems but not the solutions they need. Many studios hand to the client a list of questions in order to gather information for the development and conceptualisation, but 'Core' is more about a psychological session consisting in designing a strategy using what the clients already know. Also, it allows stakeholders or multiple decision makers to define common objectives. Adams and Morioka (2006) also highlight the importance of the opportunities for the growth that the client may have already identified. 'Core' (Do and Caballer, 2014) consists of three different stages. The first one is to provide a framework for the client to define their brand attributes with adjectives. These adjectives must fall into these categories: General aspects of the company, its culture, users, the tone of voice, emotional benefits and values. Those adjectives are written in columns as shown below.</div>
<div style="text-align: left;">
<br />
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEinjf1FYNuGH7UcU-rRgPh2Xu103B_oWNAKQl4DHOH78IF8pNHLYt1_l1k3fLcHkiHFjudUERjo2ciGj28CzPlcnz7WV-E2_KP_OZlvO_v_dI4IFNdpNGJiNPGqV5DImhS6XB5bGKtqrVk/s1600/core.PNG" imageanchor="1"><img border="0" height="268" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEinjf1FYNuGH7UcU-rRgPh2Xu103B_oWNAKQl4DHOH78IF8pNHLYt1_l1k3fLcHkiHFjudUERjo2ciGj28CzPlcnz7WV-E2_KP_OZlvO_v_dI4IFNdpNGJiNPGqV5DImhS6XB5bGKtqrVk/s640/core.PNG" width="640" /></a><br />
Once this process is finished, the words have to be shortlisted down to three for each column, and then to only one. This will help the owners of a brand to define it in their own words. By using the shortlisted words, they can create a sentence that summarises the concept: '(Brand name) provides (product/service) to (users) customers in a (culture) environment with a (voice) voice helping them feel (emotional benefit)". An example of this is "Tea Haus provides custom teas to health-conscious customers in a sophisticated environment with a wise voice. Helping them feel mindful and re-energised'. The second stage of 'Core' consists in a definition of the target audience to the maximum possible level of detail that includes the demographics of the target, the story and background, their needs and how to surpass those needs they have. Positioning, as previously discussed, is about aligning values with clients, and these can be profiled based on their interests. The process would be to profile consumers, learn about their businesses and how they behave. This allows marketers to increase the price of a product depending on its location. For example, a Coca-Cola is 300% more expensive at shops that are nearby beaches because there is where they are really required. That is why Lexus, Toyota, and Scion are the same company. Their purpose is to cover different audiences and that is how they find the right position for their wide range of products. Do and Caballer (2014) claim that it is important to match and mirror them, release a message and stick to it. If the motivations are aligned, consumers will feel they have a purpose shared with a company. Sinek (2009) contradicts this idea of matching and mirroring. He defines it as asking friends "what should I dress for you to like me more". Organisations should say and do the things they actually believe in and they will attract people with similar values, and that is where authenticity can be an added value. Authenticity is strictly related to what Packard (1957) called 'the sense of roots', which was to pack in a product a feeling that humans collectively associate to what they consider a better past time so they can relive it by buying the product.The third and last phase consists in making a list of priorities for the company's revenue, awareness and efficiency in order to design a well defined brief that will use the information about brand attributes gathered in the first stage, a detailed profiling of the target audience in the second one, and a clear vision of the company's goals to be tackled down with the branding project.</div>
<div style="text-align: left;">
<br />
The processes that have been explained can be combined into one that enhances the strengths of each one and covers each others' weaknesses. The process of 'Core' combined with the use of a semantic differential scale gives the designer a clear view of what needs to be done for a brand to do what is expected of it. The awareness of the importance that intangible features of a brand have over the physical attributes in order to create a unique position for it is already implicit in 'Core', but it is one to always consider when dealing with an overcrowded market. Nowadays, <span style="background-color: white;">Roberts (2005) predictions of brands evolving into something that customers truly love and remain totally devoted to are happening. He named them "Lovemarks", and there are three main factors for this evolution: storytelling, sensuality through all the senses and dialogue. Storytelling is already happening through different media, especially graphic design. By assigning certain colours, typographies and other visual elements to brand attributes and personality the brand creates a meaningful way of expression that is unconsciously detected by the audience. Social media is providing the dialogue between companies and customers not only by having a space to chat, but by creating interactive content that send messages in both directions. It is a matter of time that technology will evolve for humans to experience brands through smell or touch from their computers.</span></div>
</div>
</div>
Alejandro Zorita Santanahttp://www.blogger.com/profile/02235966639301235740noreply@blogger.com0tag:blogger.com,1999:blog-8414302357340563103.post-78029633589371336312017-11-09T16:31:00.004-08:002017-11-25T09:55:34.257-08:00Current brand strategies<div style="text-align: center;">
<b>Saffron - UK/Spain (2015)</b></div>
<br />
Branding course at Doméstika<br />
<br />
Saffron is the studio created by Jacob Benbunan and Wally Olins. The studio divides branding projects into different categories: Re-positioning, re-structuring, specialised focus, creation, and revolution. They explain that branding is a process of discovering, where the designer's understanding of business increases and has to be reduced to a very specific message. They try to find a balance between what makes unique a company, what is it that their competition cannot match and what do their audiences need. The whole process is about making what makes them different, which might be a very small part of what they are, much more relevant and with more importance than the rest of it.<br />
<br />
The nature and aptitude of the brand will inform the attitude it will have towards their customers. The values and personality create the idea of the brand, the essence: the briefest and straightforward expression of what a brand represents; the core thinking that rules every other action and brand expressions.<br />
<br />
<div style="text-align: center;">
<b>Alphabet - UK (2017)</b></div>
<div style="text-align: center;">
<div style="text-align: left;">
<br />
Interview.</div>
</div>
<br />
Alex.<br />
<br />
I think the main question would be: what is the process you guys follow when it comes to giving an identity to a brand? With 'what' I mean what boxes you aim to tick. Your design decisions are based on your own understanding of the world and the audiences, on research or do you rely on science like psychology? Or a mixture of everything? I find particularly interesting that when I'm walking, let's say, through a supermarket, I see people (and I do this myself) stopping for something we have seen but we don't know about just because the colours/shapes/typefaces/inserthereanyotherfeature appeals to us unconsciously. Of course, it is very personal and every product is designed to appeal to certain demographic... but I ask you specifically because you particularly design things in a very different and innovative way that makes things very appealing (I'm thinking now about your work with Hippo&Crate). I know my question might be too loose... don't sweat it. Just let me know what you think it's the 'formula' (that's not the word I'm looking for, but I guess that's a way to put it) of making a brand that works.<br />
<br />
<br />
Abbas Mushtaq<br />
<br />
I think when you work on a brief it all depends on the brief really. A positive about being a designer or a creative is that you end up knowing a little, about a lot of things. It’s important to understand the subject you’re working in, what the product is, who the audience is, what’s already out there. When you know that, then you can indeed look at design in a more scientific way, it’s good to do that, but use it as a means to amplify your creativity. For example, you might want the branding to be really loud, catch people's eye, and be different to what’s out there because your concept might be to flip convention on its head and approach something from a different way. So with that in mind, you can make calculated decisions about what kind of colours, fonts, imagery a tone of voice amplifies the idea you have. Likewise, if you want something calming, it’s important your design follows suit. There’s a quote from Saul Bass that’s always stuck with me – “Design is thinking made visual” . I couldn’t put it any better than that! I also think it’s important to find a clear aim and passion for every project. It’s not always easy to do this, but always better when you do. For example with a project, you might want to do something completely different. If you look around at what kind photography and look and feel similar brands have, you want to do the opposite. And so on. So research and comfort with what you’re doing is very important and a continuous learning curve for all of us. Even after finishing studying it’s easy to blindly jump into a project and push pixels around till it looks “nice”. But this is not how great work is done, and we all fall into this trap sometimes. Don’t make a habit of it!<br />
<br />
<br />
<br />
<div style="text-align: center;">
<b>Blind - USA (2014)</b></div>
<br />
<div class="separator" style="clear: both; text-align: center;">
<iframe allowfullscreen="" class="YOUTUBE-iframe-video" data-thumbnail-src="https://i.ytimg.com/vi/j9WFfp1iBaw/0.jpg" frameborder="0" height="266" src="https://www.youtube.com/embed/j9WFfp1iBaw?feature=player_embedded" width="320"></iframe></div>
<br />
<div class="separator" style="clear: both; text-align: center;">
<iframe allowfullscreen="" class="YOUTUBE-iframe-video" data-thumbnail-src="https://i.ytimg.com/vi/_gyXnE65XQ0/0.jpg" frameborder="0" height="266" src="https://www.youtube.com/embed/_gyXnE65XQ0?feature=player_embedded" width="320"></iframe></div>
<br />
<div class="separator" style="clear: both; text-align: center;">
<iframe allowfullscreen="" class="YOUTUBE-iframe-video" data-thumbnail-src="https://i.ytimg.com/vi/5l4i3PZucHI/0.jpg" frameborder="0" height="266" src="https://www.youtube.com/embed/5l4i3PZucHI?feature=player_embedded" width="320"></iframe></div>
<br />
The word 'strategy' has certain negative connotations in certain companies because it usually means having several boring meetings that do not really yield any actions or results. Core is a process that helps designers to create a brief because many times the client does not even have a brief. Also, it allows stakeholders or multiple decision makers to define common objectives. In order to do this, a strategy is needed. All strategy is, it is a careful plan or method for achieving a particular goal usually over a long period of time. Core also includes designers in the strategy, which many agencies and companies do not do. After the process, the brand, its costumers and goals will be clearly defined by the clients themselves.<br />
<br />
<div class="separator" style="clear: both; text-align: center;">
<iframe allowfullscreen="" class="YOUTUBE-iframe-video" data-thumbnail-src="https://i.ytimg.com/vi/KSGzJiK9Uz8/0.jpg" frameborder="0" height="266" src="https://www.youtube.com/embed/KSGzJiK9Uz8?feature=player_embedded" width="320"></iframe></div>
<br />
The price of a product or service depends on its location. For example, a Coca-Cola is 300% more expensive at shops that are nearby beaches because there is where they are really required. That's why Lexus, Toyota, and Scion are the same company. They are for different audiences and that is how they find the right position for their wide range of products. Positioning is about aligning values with clients, and these can be profiled based on their interests. In short, the process would be to: profile clients/customers, learn about their businesses and how they behave, match and mirror them, release a message and stick to it. If the motivations are aligned, the 'why' will be shared. (---Simon Sinek explains why this is important----)<br />
<br />
<br />
<div style="text-align: center;">
<b>Simon Sinek - The Golden Circle - USA (2009)</b></div>
<div style="text-align: center;">
<b><br /></b></div>
<div class="separator" style="clear: both; text-align: center;">
<iframe allowfullscreen="" class="YOUTUBE-iframe-video" data-thumbnail-src="https://i.ytimg.com/vi/qp0HIF3SfI4/0.jpg" frameborder="0" height="266" src="https://www.youtube.com/embed/qp0HIF3SfI4?feature=player_embedded" width="320"></iframe></div>
<div style="text-align: left;">
<br />
Succesful companies like Apple understand that they have to do the opposite their competition is doing. Normally, companies say what they do, how they do it and why they do it, but it has to be the other way around. For example: "we make great computers, beautiful design and simple to use. We like to think differently and challenge the status quo" is the wrong way of a more powerful option. "We like to think differently and challenge status quo using beautiful design and simplicity. We just happen to make great computers as a result".<br />
<br />
People do not buy what you do, they buy why you do it. The goal is not to do businesses with whoever needs what you have. The goal is to do business with people that believe what you believe. Because people buy stuff to prove what they believe in.<br />
<br />
An example of a failure is the company Tivo. They sold their product as a way to skip commercials on TV, to record programs... if instead they would have said "do you want to be in control of your life? We have a product for you". If Martin Luther King would have said: "I have a plan" instead of "I have a dream" people would probably not remember him. Simon contradicts what Chris Do and Jose Caballer said about matching and mirroring clients. He defines it as asking your friends "what should I dress for you to like me more". Organisations should say and do the things they actually believe in and they will attract people with similar values, and that is where authenticity can be recognised.<br />
<br />
<div style="text-align: center;">
<b>Face - Mexico (2017)</b></div>
<br />
This design studio has their process specified on their website. One of the first things they tackle down is the specific needs of the project. They offer standard and tailored solutions based on the results of this strategy. Then, they hand to the client a list of questions in order to gather information for the development and conceptualization. At this point, they do a background research and competitive profiling. This investigation should throw light on the target audience and market, which helps to identify the overall brand assets. The strategy of the concept is based on the brief and the clients' benchmark, which helps to find the right visual references and define the project.<br />
<br />
<div style="text-align: center;">
<b>Ignasi Fontvila (2016)</b></div>
<div style="text-align: center;">
<b><br /></b></div>
<div style="text-align: left;">
Ignasi Fontvila is an expert in the field of naming companies and products. This type of work is part of the branding process. Naming a company or a product also requires a workflow involving research into the background, structure, concept, personality and positioning, and target audience. Very similar to 'Core' in essence, his conceptualisation of the brand relies on the definition of the concept, attributes (physical characteristics) and emotional benefits. He uses the brand value pyramid for Bendaryl, which highlights the importance of beliefs and values, followed by the benefits and gives less importance to the physical characteristics, because these are features that are difficult to manage when it comes to create a differentiation from the competition. For example, it's impossible to stand out a biscuit company for making biscuits with chunks of chocolate, as there are many others doing the exact same thing and are more popular than them.<br />
<br />
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhEAzBPc-FYDcM-S3HQ95rpQwnvPBe_cL_W732WanNbws53NOtilouGFfO0VyIAmGf1wIyZHixHZolu7YrLC6nzujpdDctWvx-dRGG1Kjs0GKzsMNSHN3YZ7KolSKzYEbizHLBnIjLlfrg/s1600/emotional-branding-2.gif" imageanchor="1"><img border="0" height="563" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhEAzBPc-FYDcM-S3HQ95rpQwnvPBe_cL_W732WanNbws53NOtilouGFfO0VyIAmGf1wIyZHixHZolu7YrLC6nzujpdDctWvx-dRGG1Kjs0GKzsMNSHN3YZ7KolSKzYEbizHLBnIjLlfrg/s640/emotional-branding-2.gif" width="640" /></a><br />
<br />
In relation to what others have said about doing the opposite of what the competitors are doing and highlighting what is different, he mentions the use of a semantic differential scale. This helps to clearly see how a company is different from the rest and how they can exploit that difference to create a unique position in the mind of the customers. These differentiators that are going to be used to build the band upon are called creative axes, and they are based on the distinctivity of the attributes, emotional benefits and values. On the example, the most noticeable difference between the two are the creative and emotional aspect in opposition to a more classic and rational competition.<br />
<br />
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjBzUK3uYoC-DPMcO-zFhnJf27jE-BnLxypS6nxUCIUl2bTNIkBVcAihKtJ114PkFVMIYkj1BbcnrayeOOLE8sTUzGwCtF6HbCfPSiZTbfmClp6sf3lWJRsPDfoV-IFSszMtQ1XPiywi3o/s1600/Captura.PNG" imageanchor="1"><img border="0" height="544" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjBzUK3uYoC-DPMcO-zFhnJf27jE-BnLxypS6nxUCIUl2bTNIkBVcAihKtJ114PkFVMIYkj1BbcnrayeOOLE8sTUzGwCtF6HbCfPSiZTbfmClp6sf3lWJRsPDfoV-IFSszMtQ1XPiywi3o/s640/Captura.PNG" width="640" /></a></div>
</div>
Alejandro Zorita Santanahttp://www.blogger.com/profile/02235966639301235740noreply@blogger.com0tag:blogger.com,1999:blog-8414302357340563103.post-24654560292103271692017-11-06T07:59:00.006-08:002017-12-03T07:02:13.237-08:00First chapter - Former and current ways of persuasion.In this chapter, the nature of human decisions is going to be explored in the context of marketing as well as how emotions influence the decisions consumers make, the human hidden desires and its links with brands. It will also illustrate how former ways of consumer persuasion are relevant to current markets.<br />
<br />
Bernays (1928) thought that human beings are rarely aware of what motivates their actions. He claimed that consumers believe they buy a car because they have concluded that is the best choice after a careful study of technical features from different models. The real reason might be the social environment is pushing that person to buy a certain car. "Many of man's thoughts and actions are compensatory substitutes for desires which have been obliged to suppress" (Bernays, 1928. P. 74). A consumer might not necessarily desire something for its intrinsic worth or usefulness, but because of its meaning. A person might really want a car because it is a symbol of social position, an evidence of success. As Packard (1957) puts it, customers buy a promise. Cosmetics sell hope, not lanolin. Oranges sell vitality. Cars sell prestige. One cannot assume that people know what they want or will tell the truth about it even if they do. Packard (1957) assures that people do not seem to be reasonable in their decisions, but this does not mean they do not have a purpose. Their behaviour makes sense in terms of their goals, needs, and motives. In addition to this, Bernays (1928) said that in order to attract customers, a company needs to understand not only their own business but also the structure, personality, and prejudices of their target audience. DuPont's investigators (1945-1954) found out that many people do not make a list of the things they need to buy in the store, which means that shoppers buy on impulse. James Vicary (quoted in Packard, 1957, p.112) suspected that consumers might be under pressure when confronted with so many different choices that they were forced to quickly decide what to purchase.<br />
<br />
Olins (2003) explains that a product can connect with the audience using emotional appeals to encourage people to spend money. The key issue, Olins (2003, p. 11) points out, "it is how and where and in what cause it [emotional appeal] is used that is truly significant". Jannson-Boyd (2010) clarifies that it is important to find a mid-point in arousal, not too high or too low, where the audience can have a higher level of attention to stimulate visual selective attention. Humans explore environments mainly visually and there are several theories of what they normally focus on depending on their culture, language (if they write from left to right or the other way around) and so on. Although, Jannson-Boyd (2010) assures that there is not a consistent pattern of how humans conduct a visual search. Ries and Trout (2001, p.19), whose theories about positioning are relevant later on this text, argues "positioning is an organised system for finding a window in the mind. It is based on the concept that communication can only take place at the right time and under the right circumstances".<br />
<br />
Olins (2003) claims that it is a fact that people like brands. If not, they would not buy them. There is a flaw in this statement because consumers have to buy certain products out of need. Brands compete with each other when two or more meet the same basic function.<span style="background-color: white;"> To understand how brands work it is important to understand what motivates human beings. Abraham Maslow (quoted in Lusensky, 2010, p.35-36) claimed that we all aspire to reach the top of his pyramid, either consciously or unconsciously. For example, 'esteem needs' lack of importance when 'safety needs' are not covered.</span><br />
<span style="background-color: white;"><br /><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhzzR6yVbdir5SvSuXJaYFTMKcpJw6ynUHnqb6GH0yGHeNN0WE_2PiTR63eraqPXSc2KVnBRlcrY4_LHKauTM_y_Xdo5P8MUWE2xV1FiU7qEEV8PVl7nZJ8jmUIO51eY3n9pzJZmGvbSqk/s1600/IMG_20171007_0004b.jpg"><img border="0" height="328" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhzzR6yVbdir5SvSuXJaYFTMKcpJw6ynUHnqb6GH0yGHeNN0WE_2PiTR63eraqPXSc2KVnBRlcrY4_LHKauTM_y_Xdo5P8MUWE2xV1FiU7qEEV8PVl7nZJ8jmUIO51eY3n9pzJZmGvbSqk/s640/IMG_20171007_0004b.jpg" width="640" /></a></span><br />
<span style="background-color: white;"><br /></span><span style="background-color: white;">The lower part of the pyramid represent the basic needs our modern, convenient and relatively safe society. After fulfilling those, we look for something more. </span>Freud (1923), on the other hand, in his second theory about the structure of the physic apparatus, distinguishes three fundamental instances. The 'Id', formed by the conscious and unconscious, is the psychic expression of drives and desires. It is in conflict with the 'Ego' and 'Super-Ego'. The 'Ego' is the acting psychic instance and is the mediator between the other two. It tries to conciliate the normative and punitive exigences of the 'Super-Ego' as well as the demands of the 'Id' to satisfy unconscious desires. Its function is to achieve the greatest degree of pleasure in the limits of reality. The 'Super-ego' is the judge of the Ego and constitutes the internalisation of the norms, rules and parental prohibitions. The specific functions of each entity are not always clear and they are interwoven in many levels and personality is constituted by this model of diverse forces in inevitable conflict. In this model, things like aesthetic needs are the result of our unconsciousness trying to satisfy the Id. The Id can be equally unsatisfied, and the deprivation of biological and physiological needs can cause a person to accomplish cognitive needs to satisfy the Id.<br />
<span style="background-color: white;"><br /><img src="https://upload.wikimedia.org/wikipedia/commons/thumb/b/be/Structural-Iceberg.svg/560px-Structural-Iceberg.svg.png" /><br /><br />These models can be applied to marketing strategies. </span><span style="background-color: white;">For example, Barbara Kruger uses humour to bring forward unconscious and controversial messages such as 'I shop therefore I am' or 'Buy me, I will change your life' to create a comic, controversial and self-aware environment. Riezebos (2003) says the first choice taken in brand values is the aspiration level of the brand. There are three aspiration levels: the need-driven (related to material and biological consumer needs), the outer-directed (consumers' relational needs) and the inner-directed level (need for self-actualisation). "The choice for an aspiration level can be made by taking three factors into account: the characteristics of the product, the characteristics of the organisation and the choices made by competitors" (</span><span style="background-color: white;">Riezebos, 2003, p.61)</span><span style="background-color: white;">. It is important that the strategy avoids creating conflicts or contradicted messages between the aspiration level of a company. Riezebos (2003) points out that the ideal scenario would be to first choose one or two aspiration levels: one that describes the needs on which the other is focusing in greater detail. Then, Riezebos (2003, p.61) specifies "a maximum of three values may be selected within the aspiration level(s) chosen". In the following table, each aspiration level has specific values</span><span style="background-color: #9fc5e8;">.</span><br />
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjiVDilEHP9CjMDSSwj997DCtfqJZ3yCo0D5rVWhSzWTq_Pqg9Zy6ZJKF25Q8yhcbEKpi-_xFR_wvLmQZkh07UUDOIgtpvbs3IsyH0AodpEKYxKpPGWsmmregIFgGUNwgF_vdpYeTJTbm0/s1600/IMG_20171016_0001.jpg" style="background-color: #9fc5e8;"><img border="0" height="382" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjiVDilEHP9CjMDSSwj997DCtfqJZ3yCo0D5rVWhSzWTq_Pqg9Zy6ZJKF25Q8yhcbEKpi-_xFR_wvLmQZkh07UUDOIgtpvbs3IsyH0AodpEKYxKpPGWsmmregIFgGUNwgF_vdpYeTJTbm0/s640/IMG_20171016_0001.jpg" width="640" /></a><span style="background-color: #9fc5e8;"><br /></span><span style="background-color: white;">Customers choose brands to tell others who they are and what they believe in. Consuming is a modern way of unconscious expression. </span>In opposition to what Packard (1957) said about controlling customers decisions, marketing does not have an entire control over the brand, customers do. Its power comes from a mixture of performance and what it stands for. If customers find certain harmony in this mixture, they feel it adds an extra meaning to their identities. Lusensky (2010) puts it simpler: brands establish relationships with customers in a human way, so brands are treated like individuals with their own set of values and beliefs. If a personality can be designed for a business, it means that a business can be personified. Human personality traits are associated with a brand, and sometimes, real persons are utilised to represent a brand. For example, Richard Branson with Virgin. Aaker, J (1997) claims that these traits can be associated indirectly through other features like name, symbol, style, price or distribution channel.<br />
<br />
Riezebos (2003) links these ideas with design, explaining that the identity must visualise material brand values and an immaterial experience world using visual codes for recognition. These codes can be kept or broken. Marketers need to understand the communication codes in particular cultures to be in control of the meaning. Unspoken rules and conventions that structure sign systems and meanings, Lawes (2002) says. When a personality has to be faithfully conveyed across different cultures, it is important to consider the five factors of brand personality: sincerity, excitement, competence, sophistication, and ruggedness. Brand personality offers a way for personal expression by the consumer based on metaphors, symbols, emotional benefits and self-expressive benefits. But what counts the most in communication, Ries and Trout (2001) say, it is receptivity. When two individuals fall in love with each other it is because they are both receptive to that idea. One of the main objectives in advertising is to heighten expectations about a product or service and make consumers believe it will perform the expected miracles. In a talk in 1956 in Philadelphia, Pierre Marineau (quoted in Pike, 2015, p. 27) said that advertising is no longer what it was once: a presentation of the merits of a product. The intention is to create an ideal situation where the customer falls in love with the product that is being advertised. To create this illusion, Marineau said the first task is to create a differentiation in the mind of the consumer, an individualisation from the rest.<br />
<br />
Ries and Trout (2001) explain different strategies to be heard in a market where every year there is more to be said than what is received. Positioning help marketers to overcome this, but it is not something that can be done to a product. As explained before, it is the mind of the consumer what can be altered to position a product. Ries and Trout (2001) explain that an oversimplified message is the most effective approach to take in an over-communicated society. Olins (2003) agrees and adds that a product must be differentiated and designed to be in a specific way to appeal to a specific market. Names, typefaces, colours or even music and smells derive from emotional power. There are hundreds of similar products in a very competitive market, all fighting each other to get customers attention. Design has the power in making this differentiation through emotions. It is a matter of choosing what is really important in that message for the best chance to get it through. When a company is second in a market, Ries and Trout (2001) explain that there is an opportunity to take the 'uncola' position. This is due to the strategy that 7-Up once carried out, linking their product with something that already existed in the mind of the consumer as an alternative to it. Conventional logic says that the concept can be found in a brand or its product, but this does not work when trying to find a unique position. It is the consumer's mind that creates it. The 'uncola' is not inside a 7-Up can, it is in the drinker's memory. 7-up took into account the position of their competitors.<br />
<br />
This is only one example of many different strategies each position requires. These strategies that use existing businesses are directly related to how the signifier and the signified work for semiotic analysis. The signifier (for example, a brand name) does not have a meaning on its own. The meaning is acquired through associations with other pre-existing meanings until it stands on its own. The signifier is a statement of a fact. The signified is a connotative communication that generates associations, feel and overtones. It can be anything that can be linked with the signifier (Rosenbaum-Elliott et al., 2007). In 1982, the French philosopher Jacques Derrida (quoted in Chapman, 2005, p.12) analysed this and explained that meaning cannot be found in the signifier itself. It can only exist in relation to other things. There is little conscious access to this matrix, but it is everywhere in the human world. The absolute identity does not exist because these concepts are co-dependent. This matrix cannot exist without society, so it is a mirror individuals use to assess their own hierarchical position. Material possessions are deployed as signifiers of status. They allow consumers to cast a desired role. Humans consume meaning, not matter. Objects simply provide the canvas for these connotations for the user. These reflections help individuals to construct their own identity and shape their future. As Olins (2003) puts i<span style="background-color: white;">t, markets are very competitive, and rational choice is now an oddity. Brands are there for clarity, status, membership and everything else that helps consumers to define themselves. Claiming that a comp</span>any is better than its competitors, is not re-positioning. It is comparative advertising and its psychological effectiveness is flawed, since what the consumer easily detects is: "If your brand is so good, how come it is not the leader?" (Ries and Trout, 2001). Olins (2003) defends the same concept and says that rejecting conventions that surround a business is sometimes the best idea. Companies should challenge the existing associations. Sinek (2010) explains that Apple has done exactly this with their computers. They have sold their vision of an ideal world instead of focusing on how the look of their products. For years, cars were becoming better looking and more streamlined, until the Volkswagen Beetle got in the market and challenged the canons of car manufacturing. The conventional way to advertise this car would have been to maximise the strengths and minimise the weaknesses, but they stated their position very clearly: 'think small'. Two simple words stated Volkswagen position and challenged consumer's assumption that bigger is not a synonym of better.<br />
<br />
Olins (2003) explains that there are four vectors by which a brand manifests itself: product, environment, communication, and behaviour. In other words: the what, where and how of a company. Brands are usually a mix of these four vectors, and those based on products function are doing right, but that function must be supported by the ergonomics and aesthetics of the design. On the other hand, if the product is not right, the design cannot make it work. People choose hotels based on what they feel like, their facilities and location. These three are all environmental factors. Coca-Cola, for example, is a communication-driven brand, specifically in advertising. Its packaging, materials, events and so on are designed to arouse a very specific set of emotions. These emotions are what makes this product be seen through its communication. Airlines are an example of behaviourally led brands. Customers judge them based on the service and not in the time it took for them to get from point A to point B.<br />
<br />
<br />
In conclusion, there is not an exact way to persuade consumers to make a certain decision. Designers and marketers can influence those decisions, but there is no guarantee of success as many other aspects fall out of control. Brands are vulnerable to trends, the use consumers make of a brand and also to themselves, as bad management can be self-destructive. However, the right influence of emotions over a long period of time following a strong strategy can humanise brands by giving them personality. This personality is based on a set of assets that are easier to identify and remember for the consumers.Alejandro Zorita Santanahttp://www.blogger.com/profile/02235966639301235740noreply@blogger.com0tag:blogger.com,1999:blog-8414302357340563103.post-20311528463628952352017-11-01T09:41:00.000-07:002017-11-19T06:47:29.093-08:00Chapter outlining - First tutorialThe tutorial with Ben helped me to finally focus on a specific theme. What started being "Psychology in branding" turned into "brand strategy and customer choices", but it still was too broad. After talking about my interests in this research, the question was better defined as how relevant are previous forms of research to brand strategy today?. But after going back to my notes and starting to write the first chapter, it was slightly changed to 'How relevant are previous forms of consumer persuasion to brand strategy today?'.<br />
<br />
The dissertation will explore the relationship between clients, agencies, audiences and possible third parties and how they have been related in the past and nowadays.<br />
<br />
These are the chapters that were outlined:<br />
<br />
1) Existing/former ways of persuasion.<br />
<br />
- Outdated methods of persuasion. Bernays, E (1928), Ollins, W (2003), Packard, V. (1957)<br />
<br />
· Propaganda<br />
· Different ersuasive tactics<br />
<br />
- Contemporary methods of branding. Adams, S and Morioka, N (2006), Ries, A and Trout, J (2001), Ollins, W (2003), Jansson-Boyd, C. (2010), Rosenbaum-Elliott et al. (2007)<br />
<br />
· Positioning<br />
· Brand management<br />
· Consumer psychology<br />
<br />
2) New methods of branding.<br />
<br />
- Future of branding. Lusensky, J (2010), Ollins, W (2003), The Futur, Simon Sinek, Chapman, J. (2005)<br />
<br />
· CORE<br />
· Lovemarks<br />
· Golden Circle<br />
<br />
3) Case studies.<br />
<br />
How Apple became the successful company that it is nowadays after almost going to bankruptcy thanks to a succesful brand strategy.<br />
<br />
4) Research: what would I remove from / add to these methods or how would I combine them for a better outcome?<br />
<br />
<br />
Practical work: test out different methodologies of brand strategy across time.Alejandro Zorita Santanahttp://www.blogger.com/profile/02235966639301235740noreply@blogger.com0tag:blogger.com,1999:blog-8414302357340563103.post-2286239617231372592017-10-30T06:09:00.000-07:002017-11-06T07:18:07.700-08:00Chapman, J. (2005). Emotionally Durable Design: Objects, Experiences & Empathy. P. 12, 36<span style="background-color: #b6d7a8;">P.12</span><br />
<span style="background-color: #b6d7a8;"><br /></span>
<span style="background-color: #b6d7a8;">----signifier: connect this to rosenbaum----</span><br />
<span style="background-color: #b6d7a8;"><br /></span>
<span style="background-color: #b6d7a8;">In 1982, the French philosopher Jacques Derrida analysed difference and explained that meaning cannot be found in the signifier itself. It can only exist in relation to other things. There is little conscious access to this matrix, but it is everywhere in the human world. The absolute identity does not exist because these concepts are co-dependent. This matrix cannot exist without society, so it is a mirror individuals use to assess their own hierarchical position. These comparisons are a fundamental survival tool.</span><br />
<span style="background-color: #b6d7a8;"><br /></span>
<span style="background-color: #b6d7a8;">Material possessions are deployed as signifiers of status. They allow consumers to cast a desired role. Capitalist societies measure success by wealth and the individual pressure to keep up with the group is not about being the fastest, but avoiding being the slowest.</span><br />
<span style="background-color: #b6d7a8;"><br /></span>
<span style="background-color: #b6d7a8;">P. 36</span><br />
<span style="background-color: #b6d7a8;"><br /></span>
<span style="background-color: #b6d7a8;">Humans consume meaning, not matter. Objects simply provide the canvas for these connotations for the user. These reflections help individuals to construct their own identity and shape their future.</span>Alejandro Zorita Santanahttp://www.blogger.com/profile/02235966639301235740noreply@blogger.com0tag:blogger.com,1999:blog-8414302357340563103.post-85993379613476078262017-10-30T05:30:00.000-07:002017-11-06T07:17:56.190-08:00Rosenbaum-Elliott et al. (2007). Strategic Brand Management. P. 4-7, 13, 22-27, 38, 53, 67-69, 94-97, 110, 112, 114<span style="background-color: #eeeeee;">P. 4-7</span><br />
<span style="background-color: #eeeeee;"><br /></span>
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhn-CMmT_aebCNAEyLIMUvIcBYPIkxhTUUpmduzxT1zDOy3HQ_ubRVi1WHLot0mPMvoSNnF907K0cS7HZ6MUPKOn7kL1lnzu-oDJjLMVjhvtMnFWBunei3W4BWVFvwDj6Rz4pQMwtUYE8w/s1600/IMG_20171030_0001b.jpg" imageanchor="1" style="background-color: #eeeeee;"><img border="0" height="211" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhn-CMmT_aebCNAEyLIMUvIcBYPIkxhTUUpmduzxT1zDOy3HQ_ubRVi1WHLot0mPMvoSNnF907K0cS7HZ6MUPKOn7kL1lnzu-oDJjLMVjhvtMnFWBunei3W4BWVFvwDj6Rz4pQMwtUYE8w/s400/IMG_20171030_0001b.jpg" width="400" /></a><br />
<span style="background-color: #eeeeee;"><br /></span>
<span style="background-color: #eeeeee;">Brakus, et al. (cited in Rosenbaum-Elliott et al., 2007) defines a brand as "a label, designating ownership by a firm, which we experience, evaluate have feeling towards, and build associations with to perceive value". The mind of the costumers are the realm where brands exist, so its management is all about perceptions. By influencing perceptions, the experience of using a product can be changed.</span><br />
<span style="background-color: #eeeeee;"><br /></span>
<span style="background-color: #eeeeee;">Brands that master the emotional/symbolic language are perceived as the safe choice rather than the easy one. By increasing the levels of risk, the choice is more complex and consumers have to develop a relationship with a brand. "As consumers become more involved with a purchase decision, their choice becomes increasingly driven by emotional processes and so the consumer benefit of the brand becomes a safe choice, safe in terms of all the expectations that consumers have for the product, be in performance, excitement, style, status, etc." (Rosenbaum-Elliott et al., 2007)</span><br />
<div>
<span style="background-color: #eeeeee;"><br /></span></div>
<div>
<span style="background-color: #eeeeee;">For consumers to recognise a need or an opportunity for a product, they must perceive what is in their way between where they are and where they want to be.</span><br />
<span style="background-color: #eeeeee;"><br /></span>
<span style="background-color: #eeeeee;">P. 13</span><br />
<span style="background-color: #eeeeee;"><br /></span>
<span style="background-color: #eeeeee;">Simple associations between a brand and its attributes or emotions largely drive consumers' choices. Consumers learn and are reminded about these characteristics through advertising and they will even build their own interpretations. As Carpenter et al (cited in Rosenbaum-Elliott et al., 2007) suggests, the best brands can make this happen even with meaningless differentiation based on irrelevant attributes.</span><br />
<span style="background-color: #eeeeee;"><br /></span>
<span style="background-color: #eeeeee;">P. 22-27</span><br />
<span style="background-color: #eeeeee;"><br /></span>
<span style="background-color: #eeeeee;">In order to understand how to use emotions is important to know the difference between the roles this concept plays in regards of feelings. Bradley and Lang (cited in Rosenbaum-Elliott et al., 2007) explain that feelings describe the point where someone becomes aware of an emotion. As Damasio (cited in Rosenbaum-Elliott et al., 2007) put it: "The full human impact of emotions is only realised when they are sensed, when they become feeling, and when those feelings are felt. That is where they become known, with the assistance of consciousness".</span><br />
<span style="background-color: #eeeeee;"><br /></span>
<span style="background-color: #eeeeee;">Emotions have two fundamental ways of creation: through the uncontrolled cognitive system and the sociocultural environment or experience, which can be manipulated at will.</span><br />
<span style="background-color: #eeeeee;"><br /></span>
<span style="background-color: #eeeeee;">Emotional judgements drive consumers choice. If someone says a car is 'too flashy', it says more about the judge than about the vehicle. Emotional judgements reflect subjective feelings without the need of using verbal descriptors, which means emotion relies on non-verbal channels of communication.</span><br />
<span style="background-color: #eeeeee;"><br /></span>
<span style="background-color: #eeeeee;">When looking for an emotional response, knowing a sociocultural context will not make the prediction easier. To understand emotional responses, one way is to assume that emotions work like mechanisms that cannot be altered. The following principles have been framed as laws by Frijda (cited in Rosenbaum-Elliott et al., 2007).</span><br />
<span style="background-color: #eeeeee;"><br /></span>
<span style="background-color: #eeeeee;">- Law of concern</span><br />
<span style="background-color: #eeeeee;"><br /></span>
<span style="background-color: #eeeeee;">The natural response that arises in consumers' in response to their goals, motives or concerns are emotions. They continually interpret situations they have to face through their own system of values, which lead them to have a preference to experience things that reinforce those values.</span><br />
<span style="background-color: #eeeeee;"><br /></span>
<span style="background-color: #eeeeee;">- Law of apparent reality</span><br />
<span style="background-color: #eeeeee;"><br /></span>
<span style="background-color: #eeeeee;">Emotions are brought out by events that seem real, and the intensity is given by the level of reality. For example, the Red Cross is more successful showing a photo of a starving child that telling potential donors that thousands die every day. The apparent reality focuses on consumers' weaknesses and it suggests that imagination can overwhelm reason for consumers to create their own reality.</span><br />
<span style="background-color: #eeeeee;"><br /></span>
<span style="background-color: #eeeeee;">- Law of closure</span><br />
<span style="background-color: #eeeeee;"><br /></span>
<span style="background-color: #eeeeee;">A desire for a product can cloud the judgement of consumers, making them ignore other aspects of it to be completed absorbed in the shopping experience.</span><br />
<span style="background-color: #eeeeee;"><br /></span>
<span style="background-color: #eeeeee;">- Law of the lightest load</span><br />
<span style="background-color: #eeeeee;"><br /></span>
<span style="background-color: #eeeeee;">The regular tendency is to minimise the negative emotional load. Consumers often engage in 'retail therapy', which is simply buying something to treat themselves after having a stressful time. Mood repairing is a major motivation that overarches a wide range of compensatory behaviours in consumption.</span><br />
<span style="background-color: #eeeeee;"><br /></span>
<span style="background-color: #eeeeee;">P. 38</span><br />
<span style="background-color: #eeeeee;"><br /></span>
<span style="background-color: #eeeeee;">Advertising has certain social roles, and one of them is educating consumers. Over the years, they have learned how to feel towards a product or service. For example, luxury ice-cream is something that was successfully repositioned as a product with romantic or sexual connotations. Products can be 'emotionalised' to increase their connection with powerful emotions.</span><br />
<span style="background-color: #eeeeee;"><br /></span>
<span style="background-color: #eeeeee;">Emotion-driven choices are almost instantaneous, and marketers have to make sure consumers have no impediments to react.</span><br />
<span style="background-color: #eeeeee;"><br /></span>
<span style="background-color: #eeeeee;">P. 53</span><br />
<span style="background-color: #eeeeee;"><br /></span>
<span style="background-color: #eeeeee;">Advertising creates and modifies cultural meanings and it also reflects the consumers' world view. This means that a culture can have new meanings and products can be part of a culture.</span><br />
<span style="background-color: #eeeeee;"><br /></span>
<span style="background-color: #eeeeee;">P. 67-69</span><br />
<span style="background-color: #eeeeee;"><br /></span>
<span style="background-color: #eeeeee;">It is important to understand the difference between the signifier and the signified for semiotic analysis. The signifier (E.G: A brand name) does not have a meaning on its own. The meaning is acquired through associations with other pre-existing meanings until it stands on its own. The signifier is a statement of a fact. The signified is a connotative communication that generates associations, feel and overtones. It can be anything that can be linked with the signifier.</span><br />
<span style="background-color: #eeeeee;"><br /></span>
<span style="background-color: #eeeeee;">Marketers need to understand the communication codes in particular cultures to be in control of the meaning. Unspoken rules and conventions that structure sign systems and meanings, Lawes (2002) says. (cited in Rosenbaum-Elliott et al., 2007)</span><br />
<span style="background-color: #eeeeee;"><br /></span>
<span style="background-color: #eeeeee;">The following analysis aimed to identify the key codes of major beer brands from six major markets worldwide.</span><br />
<span style="background-color: #eeeeee;"><br /></span>
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj2u0zpSDO1zPRf58vpllCFBt9DZAwaIctmk9q0Qkk3-laJz7wy0Lc_fe67y7w5WuSrghxePKLwPBeqxvn69J-yUkMeXHGO_9UYGwTiAUIAqa0sDe7-xDTb-hggeXK9Ai2ZHeclL673SSE/s1600/IMG_20171030_0002a.jpg" imageanchor="1" style="background-color: #eeeeee;"><img border="0" height="285" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj2u0zpSDO1zPRf58vpllCFBt9DZAwaIctmk9q0Qkk3-laJz7wy0Lc_fe67y7w5WuSrghxePKLwPBeqxvn69J-yUkMeXHGO_9UYGwTiAUIAqa0sDe7-xDTb-hggeXK9Ai2ZHeclL673SSE/s400/IMG_20171030_0002a.jpg" width="400" /></a><br />
<span style="background-color: #eeeeee;"><br /></span>
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhoI4QVwgKBaQcq6S-Ui20ZApposGXLrZ1Jg7x838DfywNZoh6b4rRATMqmpgidlgPlTSCASPl2Y-RNRlbAjG55iu6esjrqfJejHh-xGF53LN-LkTJeAZiGMaKAy3cIGnbjgfR4OpBoIlI/s1600/IMG_20171030_0002b.jpg" imageanchor="1" style="background-color: #eeeeee;"><img border="0" height="223" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhoI4QVwgKBaQcq6S-Ui20ZApposGXLrZ1Jg7x838DfywNZoh6b4rRATMqmpgidlgPlTSCASPl2Y-RNRlbAjG55iu6esjrqfJejHh-xGF53LN-LkTJeAZiGMaKAy3cIGnbjgfR4OpBoIlI/s400/IMG_20171030_0002b.jpg" width="400" /></a><br />
<span style="background-color: #eeeeee;"><u style="font-style: italic; font-weight: bold;"><br /></u>
The analysis enabled marketers to better understand how beer advertisement communicates with the audience and the hidden propositions competitors were making, allowing them to plan a new brand strategy.</span><br />
<span style="background-color: #eeeeee;"><br /></span>
<span style="background-color: #eeeeee;">----a brand as a person or a person as a brand----</span><br />
<span style="background-color: #eeeeee;"><br /></span>
<span style="background-color: #eeeeee;">If a personality can be designed for a business, it means that a business can be personified. Human personality traits are associated with a brand, and sometimes, real persons are used to represent a brand. For example, Richard Branson in Virgin. Aaker (cited in Rosenbaum-Elliott et al., 2007) claims that these traits can be associated indirectly through other features like name, symbol, style, price or distribution channel. When a personality has to be faithfully conveyed across different cultures is important to consider the five factors of brand personality: sincerity, excitement, competence, sophistication and ruggedness. Brand personality offers a way for personal expression by the consumer based on metaphors, symbols, emotional benefits and self-expressive benefits.</span><br />
<span style="background-color: #eeeeee;"><br /></span>
<span style="background-color: #eeeeee;">P.94-97</span><br />
<span style="background-color: #eeeeee;"><br /></span>
<span style="background-color: #eeeeee;">Strong brand awareness can be achieved exploiting concepts like familiarity, which is a primitive sense of knowing about something without the need for specific details. (Schacter, 2001. cited in Rosenbaum-Elliott et al., 2007). This is important to consider, as in a market with so many brands dividing attention, a customer will rely on the brand that has certain sense of familiarity, whilst specific details about others will be put on a side. Brand awareness is the beginning of a relationship that, if everything works out, will lead a customer to feel loyal towards a certain brand. The key is to keep a strong and positive attitude.</span><br />
<span style="background-color: #eeeeee;"><br /></span>
<span style="background-color: #eeeeee;">Choices are not easy, and even less if they have to be done based on attributes. Brands have to offer trust, and this is when emotional associations become important. Particular memories linked with these associations affect directly the perception a consumer has from a brand. In the functional realm, brands are chosen based on attributes. But in the emotional realm, it is required more from a brand. There must be certain attitude. More difficult the choice is, more important the emotions become, but in the end, both features are equally important. If a product is not good enough, it is very difficult for the emotions to convince the consumer.</span><br />
<span style="background-color: #eeeeee;"><br /></span>
<span style="background-color: #eeeeee;">P.110</span><br />
<span style="background-color: #eeeeee;"><br /></span>
<span style="background-color: #eeeeee;">----DEFINITION OF BRAND----</span><br />
<span style="background-color: #eeeeee;"><br /></span>
<span style="background-color: #eeeeee;">The American Marketing Association (AMA) defines brand as to enable a person to identify one alternative from a competitor. This is very accurate, but Rosenbaum-Elliott et al. (2007) suggests that a brand must be a label, something that is attached to a product and gives information about it.</span><br />
<span style="background-color: #eeeeee;"><br /></span>
<span style="background-color: #eeeeee;">P.112</span><br />
<span style="background-color: #eeeeee;"><br /></span>
<span style="background-color: #eeeeee;">Brands that are the best in their category do not need to continually list their benefits. The other brands should have a differential positioning, focusing on the benefits that consumers find important.</span><br />
<span style="background-color: #eeeeee;"><br /></span>
<span style="background-color: #eeeeee;">P. 114</span><br />
<span style="background-color: #eeeeee;"><br /></span>
<span style="background-color: #eeeeee;">Consumers might buy lower calorie foods because they are gaining weight (a negative motive), or buy certain brands for more taste (a positive motive). Rosenbaum-Elliott et al. (2007) explains that benefits related to negative motives (problem-solution or problem avoidance) 'are unlikely to drive specific brand purchases. Someone may be looking for a lower calorie product, but probably not at the expense of taste. The reason this is such an important point is that positive motives suggest marketing communication where the execution itself actually becomes the product benefit'. Positive motives require a unique execution and the brand has to own the feeling created in adverts. If the motive is negative, the benefit is in the information provided.</span></div>
Alejandro Zorita Santanahttp://www.blogger.com/profile/02235966639301235740noreply@blogger.com0tag:blogger.com,1999:blog-8414302357340563103.post-55359547514261067622017-10-22T06:12:00.000-07:002017-11-06T06:26:12.371-08:00Jansson-Boyd, C. (2010). Consumer Psychology. P. 47-49, 51, 57, 60<span style="background-color: #d0e0e3;">P.47-49</span><br />
<span style="background-color: #d0e0e3;"><br /></span>
<span style="background-color: #d0e0e3;">There is a direct relationship between the level of arousal a person might experience and the attention. Jannson-Boyd (2010) explains that a mid-point in arousal, not too high or too low, is where the audience can have a higher level of attention. There is when the visual selective attention happens. Humans explore environments mainly visually and there are several theories of what they normally focus on depending on their culture, language (if they right from left to right or the other way around) and so on. The truth is there seems not to be an exact consistent pattern of how humans conduct a visual search.</span><br />
<span style="background-color: #d0e0e3;"><br /></span>
<span style="background-color: #d0e0e3;">P.51</span><br />
<span style="background-color: #d0e0e3;"><br /></span>
<span style="background-color: #d0e0e3;">Humans have a selective perception that filters out certain information that is incompatible with our own interests. If a company has a clear visual brand identity it is very helpful for consumers to notice their products. The same brand might have different types of products, so a visual consistency helps them to be spotted and recognised. For example, Apple and Nike are easily recognisible, so most consumers pay little conscious attention to this stimuli. They have reached that level of recognition by repeated exposure.</span><br />
<span style="background-color: #d0e0e3;"><br /></span>
<span style="background-color: #d0e0e3;">P.57</span><br />
<span style="background-color: #d0e0e3;"><br /></span>
<span style="background-color: #d0e0e3;">Normally, people try to find out about those that appear to do worse than them in way way or another so they compare themselves to feel in a better position. This is called downward social comparison. If one owns a Porsche while others drive Beetles, it is likely that the first person feels superior and with a higher self-esteem. Although, not always one can choose who to compare with, and an owner of a Porsche comparing himself or herself with the owner of a Ferrari will be an upward comparison. This happens almost everyday to everyone exposed to the 'ideal' media images, which is a destructive kind of approach as it increases sales by lowering the self-esteem of consumers.</span><br />
<span style="background-color: #d0e0e3;"><br /></span>
<span style="background-color: #d0e0e3;">P.60</span><br />
<span style="background-color: #d0e0e3;"><br /></span>
<span style="background-color: #d0e0e3;">Some products have an undesired meaning. The same way consumers choose what to buy, they consciously know what not to purchase. The ideal self is the projection of the personality consumers try to be, and the opposite of this idea is the person they do not wish to become. It has been found that consumers express their dislikes and avoidance of products based on what they represent. If a product constitutes, for example, an idea of something old and outdated, consumers would like to get rid of it as a way to leave their past behind.</span>Alejandro Zorita Santanahttp://www.blogger.com/profile/02235966639301235740noreply@blogger.com0tag:blogger.com,1999:blog-8414302357340563103.post-37297997390389888332017-10-18T03:47:00.002-07:002017-10-18T04:44:34.495-07:00Riezebos, R (2003). Brand Management. P.61, 70, 127-134, 144<span style="background-color: #9fc5e8;">---- In relation to Maslow's Pyramid---<br /><br />P.61</span><br />
<span style="background-color: #9fc5e8;">The first choice taken in brand values is the aspiration level of the brand. There are three aspiration levels: the need-driven, the outer-directed and the inner directed level. Riezebos (2003) explains it:<br /><br />"If a manager chooses the aspiration level of a brand to be <i>need driven</i>, it means that the brand relates to material and biological consumer needs. If the <i>outer-directed </i>aspiration level is chosen, the brand refers to consumers' relational needs. For the <i>inner-directed </i>aspiration level, the brand should relate to consumers' need for self-actualisation. The choice for an aspiration level can be made by taking three factors into account: the characteristics of the product, the characteristics of the organisation and the choices made by competitors. Regarding the product, it is driven, as bread fulfils material and biological needs... With regard to the organisation, one should take care that the aspiration level of the brand does not conflict with the aspiration level of the company".<br /><br />The ideal scenario is to first choose one or two aspiration levels: one that describes the needs on which the other is focusing in greater detail. Then, Riezebos says "a maximum of three values may be selected within the aspiration level(s) chosen". In the following table, each aspiration level has specific values.<br /><br />There are three groups of aspiration levels with their respective needs and personal values.</span><br />
<span style="background-color: #9fc5e8;"><br /></span>
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjiVDilEHP9CjMDSSwj997DCtfqJZ3yCo0D5rVWhSzWTq_Pqg9Zy6ZJKF25Q8yhcbEKpi-_xFR_wvLmQZkh07UUDOIgtpvbs3IsyH0AodpEKYxKpPGWsmmregIFgGUNwgF_vdpYeTJTbm0/s1600/IMG_20171016_0001.jpg" imageanchor="1" style="background-color: #9fc5e8;"><img border="0" height="382" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjiVDilEHP9CjMDSSwj997DCtfqJZ3yCo0D5rVWhSzWTq_Pqg9Zy6ZJKF25Q8yhcbEKpi-_xFR_wvLmQZkh07UUDOIgtpvbs3IsyH0AodpEKYxKpPGWsmmregIFgGUNwgF_vdpYeTJTbm0/s640/IMG_20171016_0001.jpg" width="640" /></a><br />
<br />
<span style="background-color: #9fc5e8;">P.70<br /><br />There are five dimensions of psycho-social meaning for brands (also known as 'brand personality'). This does not mean that the perceived performance of a product has the same meaning for the consumer, only that a product can be wrapped in a certain unique make up.</span><br />
<span style="background-color: #9fc5e8;"><br /></span>
<span style="background-color: #9fc5e8;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj0-nIltLpcn729mxapKixdsHN5Ml_HUcECHRWSzrFQFJMoMqvdRsRarP80LWOxdTysqdJySX6q494w8hF2IhSNlWYS3R_5qzzMfQqcgwFvouqynY-KhxEUIMZyHPrsGpXmCgUKLkAon0Y/s1600/IMG_20171016_0002.jpg" imageanchor="1"><img border="0" height="190" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj0-nIltLpcn729mxapKixdsHN5Ml_HUcECHRWSzrFQFJMoMqvdRsRarP80LWOxdTysqdJySX6q494w8hF2IhSNlWYS3R_5qzzMfQqcgwFvouqynY-KhxEUIMZyHPrsGpXmCgUKLkAon0Y/s640/IMG_20171016_0002.jpg" width="640" /></a></span><br />
<br />
<br />
<br />
<span style="background-color: #9fc5e8;">P.127-134</span><br />
<span style="background-color: #9fc5e8;"><br /></span>
<span style="background-color: #9fc5e8;">Kotler and Rath (1984) stated: "Design creates corporate distinctiveness in an otherwise product and image-surfeited marketplace. It can create a personality... so it stands out... it communicates value to the customer, makes selection easier, informs and entertains".<br /><br />Robert Blaich defined design management as "the implementation of design as a formal activity program within the organisation, by communicating the importance of design for the long-term organisational goals, and by coordinating the design 'resources' on all levels of organisational activities, in pursuit of the organisational goals".</span><br />
<span style="background-color: #9fc5e8;"><br /></span>
<span style="background-color: #9fc5e8;">Design can influence consumers, so it is an instrument that must be used with care. The visual identity is the natural extension of the brand identity. Different roles in brand development can be fulfilled by design, most of the times spending much less money than advertising. The most important roles are:<br /><br />1.- Identification: for categorisation and recognition.</span><br />
<span style="background-color: #9fc5e8;"><br /></span>
<span style="background-color: #9fc5e8;">2.- Differentiation: how an article is different from the competition.</span><br />
<span style="background-color: #9fc5e8;"><br /></span>
<span style="background-color: #9fc5e8;">3.- Transfer of material brand values: The performance of the brand can be represented through image, structure, material, colour, size or shape.</span><br />
<span style="background-color: #9fc5e8;"><br /></span>
<span style="background-color: #9fc5e8;">4.- Transfer of immaterial brand values: Design can attribute certain character traits to the psycho-social meaning of a brand.<br /><br /><br />Riezebos (2003) classifies design in regards to their characteristics and corresponding media.<br /><br />****include table in p. 132****<br /><br />----good introduction to point out i'm gonna focus on strategic design----<br /><br />1.- Strategic design works for the recognition or appearance of the brand. It has a long-term character and its most important aim is the consistency in appearance for a consistency in recognition. There is a number of influential factors to take into account:<br /><br />A.- Visual reference to brand values and positioning of the brand.<br /><br />The design must visualise material brand values and an immaterial experience world.<br /><br />B.- Category codes.<br /><br />Products use visual codes for recognition (in Holland, for example, red is for buttermilk and light blue is for skimmed milk). These codes can be kept or broken, but low-budget projects should go by set codes.</span><br />
<span style="background-color: #9fc5e8;"><br /></span>
<span style="background-color: #9fc5e8;">C.- Brand individuality.<br /><br />Easy recognition is important for early phases and high marketing communication budgets.</span><br />
<span style="background-color: #9fc5e8;"><br /></span>
<span style="background-color: #9fc5e8;">D.- Competitive position of the brand (authority).<br /><br />Design can make a product seen as the best in its class by exploiting specific values.</span><br />
<span style="background-color: #9fc5e8;"><br /></span>
<span style="background-color: #9fc5e8;">2.- Tactical design is aimed at brand content. Current trends and developments is what strongly leads it and it is mostly used for external target groups. It is a temporary form of design and it is applicable to features like packaging or advertisement. These are the factors to take into account:<br /><br />A.- Visual references to brand values and position of the brand.</span><br />
<span style="background-color: #9fc5e8;"><br /></span>
<span style="background-color: #9fc5e8;">B.- Visual references to trends.</span><br />
<span style="background-color: #9fc5e8;"><br /></span>
<span style="background-color: #9fc5e8;">C.- In sales promotion, design can help increasing its success by making clear that it fits the brand.</span><br />
<span style="background-color: #9fc5e8;"><br /></span>
<span style="background-color: #9fc5e8;">D.- In experience communication, design helps in creating an experience world surrounding an event surprising and inviting the public.<br /><br />In this type of design, there are certain communication goals, target groups and product or market segments. The aim is to ensure that a brand becomes and remains meaningful showing broads and flexible applications of the brand but keeping visual expressions related to the brand values in a coherent manner.</span><br />
<span style="background-color: #9fc5e8;"><br /></span>
<span style="background-color: #9fc5e8;">3.- Operational design is related to the services surrounding a product. In this media (letters, forms, instructions, etc) design facilitates information in a friendly and serviceable manner.<br /><br />P.144</span><br />
<span style="background-color: #9fc5e8;"><br /></span>
<span style="background-color: #9fc5e8;">There are several reasons why a brand might decide to change its visual identity. It is worth to mention that brand can live for a long period of time if the strategic design has been carefully carried out.</span><br />
<span style="background-color: #9fc5e8;"><br />Some of the reasons are:</span><br />
<span style="background-color: #9fc5e8;">1.- To keep the brand 'up to date'. Gradual changes that are barely noticed by the consumer might be the best solution, as the position of the brand should not be altered in this instance and, in fact, the aspects of the previous style can be exploited to determine how to increase the familiarity of the new one.</span><br />
<span style="background-color: #9fc5e8;"><br /></span>
<span style="background-color: #9fc5e8;">2.- Repositioning, revitalisation or 'rebirth' of a brand. This means the brand values have changed and it affects the visual identity.</span><br />
<span style="background-color: #9fc5e8;"><br /></span>
<span style="background-color: #9fc5e8;">3.- Introduction of extensions that require family resemblance.<br /><br />4.- Expansion to different geographic markets. Different codes, naming and so on to make a product fit. Although, the design should have the minimal alterations. In a roll-out of global brands, an opposite approach is required for a better differentiation from local markets.</span><br />
<br />
<span style="background-color: #9fc5e8;"><br /></span>
<span style="background-color: #9fc5e8;">5.- Fusions, acquisitions and partnerships. Solutions to this might be to create a new brand or keep one of the old ones depending on their goals.</span><br />
<span style="background-color: #9fc5e8;"><br /></span>
<span style="background-color: #9fc5e8;">6.- New techniques of packaging, displaying and everything that involves technology upgrading. </span>Alejandro Zorita Santanahttp://www.blogger.com/profile/02235966639301235740noreply@blogger.com0tag:blogger.com,1999:blog-8414302357340563103.post-78554605597851131032017-10-18T02:58:00.000-07:002017-12-03T07:44:02.982-08:00Packard, V. (1957). The Hidden Persuaders. P.35, 37-40, 43, 47, 48, 65, 70, 74-77, 86-96, 100, 106, 107, 110, 112<span style="color: white;"><span style="background-color: #666666;">P.35<br /><br />Customers buy a promise. Cosmetics sell hope, not lanolin. Oranges sell vitality. Cars sell prestige. </span></span><br />
<span style="color: white;"><span style="background-color: #666666;"><br /></span></span>
<span style="color: white;"><span style="background-color: #666666;">P.37-38</span></span><br />
<span style="color: white;"><span style="background-color: #666666;"><br /></span></span>
<span style="color: white;"><span style="background-color: #666666;">Advertising Age once claimed: "In very few instances do people really know what they want, even when say they do". One cannot assume that people know what they want or will tell the truth about it even if they do. Consumers will more likely give answers that protect them to sound insensible, stupid or irrational. Accepting what a costumers say they want is, in the words of a consulting firm, "the least reliable index the manufacturer can have on what he ought to do to win customers".</span></span><br />
<span style="color: white;"><span style="background-color: #666666;"><br /></span></span>
<span style="color: white;"><span style="background-color: #666666;">P.39-40</span></span><br />
<span style="color: white;"><span style="background-color: #666666;"><br /></span></span>
<span style="color: white;"><span style="background-color: #666666;"><i>The Color Research Institute</i> carried out a series of tests to see if irrational decisions could be controlled through packaging. They gave housewives three different boxes of detergent and these women were asked to try them for a few weeks. They needed to report which one was the best for delicate clothing. The boxes were very different, but the detergent was the same.</span></span><br />
<span style="color: white;"><span style="background-color: #666666;"><br /></span></span>
<span style="color: white;"><span style="background-color: #666666;">The first box was designed using yellow as it was a colour that could stand out at the store shelves. The second box was predominantly blue, without any yellow. The third box had splashes of yellow on a blue background.<br /><br />The women reported that the detergent in the yellow box was too strong and even ruined some clothes. The one in the blue box seemed to be quite weak. The third box, which had an ideal balance of colour, received the most favourable responses. They used words like "wonderful" and "fine" to describe the performance of the detergent.</span></span><br />
<span style="color: white;"><span style="background-color: #666666;"><br /></span></span>
<span style="color: white;"><span style="background-color: #666666;">P.43</span></span><br />
<span style="color: white;"><span style="background-color: #666666;"><br />Packard (1957) assures that people do not seem to be reasonable. But this does not mean they do not have a purpose. They do, and their behaviour makes sense in terms of their goals, needs and motives.</span></span><br />
<span style="color: white;"><span style="background-color: #666666;"><br /></span></span>
<span style="color: white;"><span style="background-color: #666666;">P.47</span></span><br />
<span style="color: white;"><span style="background-color: #666666;"><br /></span></span>
<span style="color: white;"><span style="background-color: #666666;">There are different levels of human consciousness. The first level is the conscious, the rational level. It is the level where an individual knows what is going on and he or she is able to tell why. The second and lower level is the subconscious, where the awareness of a situation is more vague and it is more related to attitudes, feelings and sensations but an explanation of these reactions cannot be easily found. Here is where assumptions, prejudices or fears live. The third and final level is where an individual is not aware of true attitudes and feelings, features that are preferably not discussed if possible. Exploring these unconscious attitudes towards brands formed the science of motivational analysis or research, which allow designers to apply psychoanalytic techniques to market research.</span></span><br />
<span style="color: white;"><span style="background-color: #666666;"><br /></span></span>
<span style="color: white;"><span style="background-color: #666666;">P.48</span></span><br />
<span style="color: white;"><span style="background-color: #666666;"><br /></span></span>
<span style="color: white;"><span style="background-color: #666666;">In 1941, Dr. Dichter encouraged ad agencies to organise themselves as what they really were, "one of the most advanced laboratories in psychology". He claimed that for an ad agency to be successful it needs to manipulate human emotions and desires to develop a need for something that a personn was once unfamiliar with or even undesirous of.<br /><br />P. 65<br /><br />Research director of a New York advertising agency once claimed: "People have a terrific loyalty to their brand of cigarette and yet in tests cannot tell it from other brands. They are smoking an image completely."</span></span><br />
<span style="color: white;"><span style="background-color: #666666;"><br /></span></span>
<span style="color: white;"><span style="background-color: #666666;">In a talk in 1956 in Philadelphia, Pierre Marineau said that advertising is no longer what it was once: a presentation of a product's merits. The intention is to create an illogical situation where the customer falls in love with the product that is being advertised and have a profound brand loyalty even if the product is very similar to many others. In order to do this, Marineau said the first task is to create a differentiation in the mind of the prospect, an individualisation from the rest.<br /><br />----LINK THIS WITH POSITIONING----</span></span><br />
<span style="color: white;"><span style="background-color: #666666;"><br />P.70<br /><br />Packard (1957) points out a study made by Social Research, Inc. A team of social scientists used different probing techniques on 352 car owners in the Chicago area and they found out that a minority of the population have any real interest in the technical side of cars. In fact, what the investigation reflected was that automobiles are heavily loaded with social meanings and they "provide avenues for the expression of the character, temperament and self concept of the owner and driver. The buying process is an interaction between the personality of the car and the personality of the individual".<br /><br />The report pointed out the personality of a specific sort of owner of different major makes of car. These are some profiles of the owners that were defined with single words:<br /><br />- Cadillac: Proud, Flashy, salesman, middle-aged, social mobility, good income level, responsible.<br /><br />- Ford: Speed demon, good income, young man, proud, upper lower class, drives to work, practical.</span></span><br />
<span style="color: white;"><span style="background-color: #666666;"><br /></span></span>
<span style="color: white;"><span style="background-color: #666666;">- Pontiac: Stable class outlook, middle of road, married woman, mother, sincere, conventional, busy.<br /><br />The investigators claimed "people buy the cars they think are especially appropriate for them". </span></span><br />
<span style="color: white;"><span style="background-color: #666666;"><br /></span></span>
<span style="color: white;"><span style="background-color: #666666;">P.74-77</span></span><br />
<span style="color: white;"><span style="background-color: #666666;"><br /></span></span>
<span style="color: white;"><span style="background-color: #666666;">In the conflict between pleasure and guilt, brands give moral permission to have fun without guilt. A group of investigators wanted to find an answer of why people keep smoking despite their guilt feelings. They found out that smokers like to have a cigarette between their fingers when they enter in a room full of people, so they look less nervous and more sophisticated. Many see smoking as a symbol of heir vigour, potency and virile maturity. It is a psychological satisfaction that overcomes health fears, hides ridicule and also the obvious weakness of 'enslavement to habit'.<br /><br />To deal with this guilt feeling, candies started to be made in bite-size pieces to appeal indulgence in moderation. The consumer can buy a bar and only eat a bite before putting it away. This shows understanding from manufacturers, like some kind of permission for eating it in moderation.</span></span><br />
<span style="color: white;"><span style="background-color: #666666;"><br /></span></span>
<span style="color: white;"><span style="background-color: #666666;">The guilt can come in another shape. When releasing products that make the life of consumers easier, there might be some resistance, as consumers sometimes view certain products as threats to what they expect from themselves. Instead of selling more freedom, companies need to convince consumers to buy their products so they can work harder on other things.</span></span><br />
<span style="color: white;"><span style="background-color: #666666;"><br /></span></span>
<span style="color: white;"><span style="background-color: #666666;">P.86-96</span></span><br />
<span style="color: white;"><span style="background-color: #666666;"><br /></span></span>
<span style="color: white;"><span style="background-color: #666666;">Packard (1957) assures that there are eight hidden needs human beings have that marketers can take advantage of when selling a product. These are some of them:<br /><br />- Emotional security</span></span><br />
<span style="color: white;"><span style="background-color: #666666;"><br /></span></span>
<span style="color: white;"><span style="background-color: #666666;">One of the emotions that can be sold through a product is security. That is what freezers do. Economically, they do not make sense taking into account the intial cost, the electric bill and the leftovers that are eventually thrown away. The Weiss and Geller advertising agency made a study where probers found out that the popularity of freezers increased after World War II. Many families were anxious because of the uncertainties of the time. The freezer was, for many, a representation of the assurance that there is always food in the house, and the food represents warmth, security and safety.<br /><br />- Reassurance of worth.<br /><br />People need to hear that what they are doing has a value. A product that points out the worth of a consumer is a good candidate to be used in order to remind the user his or her importance in their environments. In the 50's <i>The Chicago Tribune</i> made a study about sales of soaps for housewives. The results proved that those advertisements that exalted the role of housekeeping as something to be proud of were much more successful than others, because housewives were very unappreciated by that time and marketers knew.</span></span><br />
<br />
<span style="color: white;"><span style="background-color: #666666;">- Ego gratification</span></span><br />
<br />
<span style="color: white;"><span style="background-color: #666666;">Similar to the reassurance of worth, the product should be an extension of the user and should not gain more importance than a human being in order to boost their ego.</span></span><br />
<span style="color: white;"><span style="background-color: #666666;"><br /></span></span>
<span style="color: white;"><span style="background-color: #666666;">- Sense of power</span></span><br />
<span style="color: white;"><span style="background-color: #666666;"><br /></span></span>
<span style="color: white;"><span style="background-color: #666666;">A car is a good example of how a product can represent an extension of a person's power.</span></span><br />
<span style="background-color: #666666; color: white;"><br /></span>
<span style="background-color: #666666; color: white;"><br /></span>
<span style="background-color: #666666; color: white;">- Sense of roots</span><br />
<span style="background-color: #666666; color: white;"><br /></span>
<span style="color: white;"><span style="background-color: #666666;">When adverts use phrases like 'the good old days' or 'just how grandma used to make it' they are appealing to a sense of belonging and nostalgia that many people need to satisfy.</span></span><br />
<span style="color: white;"><span style="background-color: #666666;"><br /></span></span>
<span style="color: white;"><span style="background-color: #666666;">- Immortality</span></span><br />
<span style="color: white;"><span style="background-color: #666666;"><br /></span></span>
<span style="color: white;"><span style="background-color: #666666;">Life-insurances are a clear example of selling immortality. Everyone is aware that they are going to die, but no one stands the idea of being obliterated, so they try to remain immortal through other means. </span></span><br />
<span style="color: white;"><span style="background-color: #666666;"><br /></span></span>
<span style="color: white;"><span style="background-color: #666666;"><br /></span></span>
<span style="color: white;"><span style="background-color: #666666;">------</span></span><br />
<span style="color: white;"><span style="background-color: #666666;"><br /></span></span>
<span style="color: white;"><span style="background-color: #666666;"><br /></span></span>
<span style="color: white;"><span style="background-color: #666666;">"Infatuation with one's own body is an infantile trait that persists in many an adult's subconscious. The ethics of exploiting it to sell goods is something else". Fortune.<br /><br />P.100<br /><br />Cigars makers sold 6 million cigars only in 1955 because it is a potent symbol of masculinity for an affordable price. It is favoured by gangsters and big bankers. Young and Rubicam ad agency found out in a study that young men do not feel comfortable smoking cigars as it feels presumptuous. Although, Weiss and Geller found out that cigars appeal both to strong and weak men.<br /><br />P.106-107</span></span><br />
<span style="color: white;"><span style="background-color: #666666;"><br /></span></span>
<span style="color: white;"><span style="background-color: #666666;">Freudian psychiatry pictures many adults as subconsciously searching for mouth satisfaction. Social Research found that many foods are loaded with hidden meanings, as depending on what someone eats it can be interpreted as a punishment or a reward. For people under stress or in situations of anxiety, new food can be a problem and it's easier to reinstate more comfortable feelings by serving them the food they feel familiar with.<br /><br />P. 110</span></span><br />
<span style="color: white;"><span style="background-color: #666666;"><br /></span></span>
<span style="color: white;"><span style="background-color: #666666;">Social Research also found that oral gratifications are very important when explaining why many people continue smoking cigarettes. Smoking provides a repeated and continuous stimulation for the mouth while it allows the hand to do something well organised and familiar.<br /><br />Something similar happens with a remedy and substitute of smoking, the chewing gum. A study carried out by Weiss and Geller says that chewing relieves tension. Sweetening the breath, aid digestion or freshen the mouth are just side effects of mitigating anxiety, providing oral comfort, releasing tension and aggressive feelings.<br /><br />P.112</span></span><br />
<span style="color: white;"><span style="background-color: #666666;"><br /></span></span>
<span style="color: white;"><span style="background-color: #666666;">DuPont's investigators found out that many people do not make a list of the things they need to buy in the store. The reason is because they make the decision in the store, which means shoppers buy on impulse. James Vicary suspected that consumers might be under pressure when confronted with so many different choices that they were forced to quickly decide what to purchase. By hiding a camera that recorded the eye-blink rate of the shopper he could tell the inner tension that person was going through. It was found that his suspicions were right. Gerald Stahl, executive vice-president of the Package Designers Council, added to this: "Psychiatrists say that people have so much to choose from that they want help".<br /><br /><br />Sense of roots<br /><br />Packard (1957) talked about the sense of roots, in which the intention is to pack a feeling that humans collectively associate to what they consider a better past time so they can relive it through a product.</span></span><br />
<span style="color: white;"><span style="background-color: #666666;"><br /></span></span>
<br />Alejandro Zorita Santanahttp://www.blogger.com/profile/02235966639301235740noreply@blogger.com0tag:blogger.com,1999:blog-8414302357340563103.post-63485787319241988962017-10-12T05:13:00.002-07:002017-10-12T05:13:19.886-07:00Bernays, E (1928). Propaganda. P.74, 75, 77, 84, 86, 87<span style="background-color: #ffd966;">P.74-75</span><br />
<span style="background-color: #ffd966;"><br /></span>
<span style="background-color: #ffd966;">Human beings are rarely aware of what motivate their actions. Regular consumers believe that they buy a car because they have concluded that is the best choice after a careful study of technical features from different models. They are fooling themselves. The real reason might be that a consumer's friend he financially respects bought one last week; or because the neighbours thought he or she could not afford a car like that; or maybe the colours match their college fraternity.</span><br />
<span style="background-color: #ffd966;"><br /></span>
<span style="background-color: #ffd966;">"Many of man's thoughts and actions are compensatory substitutes for desires which has been obliged to suppress. A thing may be desired not for its intrinsic worth or usefulness, but because he has unconsciously come to see in it a symbol of something else, a desire for which he is ashamed to admit to himself". A person might really want a car because it is a symbol of social position, an evidence of success.</span><br />
<span style="background-color: #ffd966;"><br /></span>
<span style="background-color: #ffd966;">P.77</span><br />
<span style="background-color: #ffd966;"><br /></span>
<span style="background-color: #ffd966;">It is possible to deal with potential customers in the mass through group formations setting up psychological and emotional currents that will work for them. There is no point in a direct attack if someone is interested in knowing more. Companies must provide this circumstance and context that will swing emotional currents to meet consumers' demands.<br /><br />A whole country might be covered in ads with a text that says: "YOU buy a Mozart piano now. It is cheap. The best artists use it. It will last for years". These claims might be all be true, but they are in direct conflict with other manufacturers' claims and in indirect competition with other products, as everyone is competing for the consumer's money.<br /><br />The question that remains is: why is the purchaser actually planning to spend his or her money on a new car instead of a new piano? Simple. Both are different commodities, locomotion and music. The customer buys a car because it is at the moment the group custom to buy cars. That is why is so important to create the circumstances that will modify that custom.</span><br />
<span style="background-color: #ffd966;"><br /></span>
<span style="background-color: #ffd966;">P.84</span><br />
<span style="background-color: #ffd966;"><br /></span>
<span style="background-color: #ffd966;">In order to make customers a company needs to understand not only their own business, but also the structure, personality and prejudices of their target audience.<br /><br />P.86-87</span><br />
<span style="background-color: #ffd966;"><br /></span>
<span style="background-color: #ffd966;">Just like the production manager has to be familiar with every detail concerning the materials he is working with, the person in charge of a firm's public relations has to know the structure, prejudices and whims of the general public to handle their problems accordingly. People have their own standards, demands and habits. They can be modified but not contradicted. It is not possible to persuade a whole generation to wear long shirts. Although, working through leaders of fashion, people can be persuaded to wear a similar clothing piece. The public cannot be molded at will like an amorphous mass, or dictated to. Businesses and individuals have different personalities that can get along. The terms of this friendship can be mutually beneficial, and a business must explain itself, its aims and objectives to the public in terms that the public can understand and is willing to accept.</span>Alejandro Zorita Santanahttp://www.blogger.com/profile/02235966639301235740noreply@blogger.com0tag:blogger.com,1999:blog-8414302357340563103.post-53234919974445266982017-10-12T04:43:00.005-07:002017-11-06T06:14:12.232-08:00Verma, H. (2010). Branding demystified. Plans to payoffs. P.40<span style="background-color: #9fc5e8;">There is a generally held belief that it is enough to satisfy a customer. Trying to change this satisfaction status to a complete satisfaction the financial return is not attractive enough. This idea was challenged and it was found that loyalty is what a company gets when they reach the customer's complete satisfaction status, and this results in superior financial performance in a long term. That change of status is a serious challenge in value generation, and companies must rate complete satisfaction ratings above mere satisfaction ratings.</span>Alejandro Zorita Santanahttp://www.blogger.com/profile/02235966639301235740noreply@blogger.com0tag:blogger.com,1999:blog-8414302357340563103.post-53066010300371280822017-10-12T04:37:00.000-07:002017-10-12T04:37:45.292-07:00Ries, A and Trout, J (2001). Positioning: the battle for your mind. How to be seen and heard in the overcrowded marketplace. P.1, 2, 7, 8, 19-22, 30, 34, 40, 46, 49, 50, 53-58, 60, 61, 63-66<span style="background-color: #990000; color: white;">P.1</span><br />
<span style="background-color: #990000; color: white;"><br /></span>
<span style="color: white;"><span style="background-color: #990000;">Nowadays, there is a problem in our society of overcommunication. Every year there's more to be said than what is received.</span></span><br />
<span style="color: white;"><span style="background-color: #990000;"><br /></span></span>
<span style="color: white;"><span style="background-color: #990000;">P.2</span></span><br />
<span style="color: white;"><span style="background-color: #990000;"><br /></span></span>
<span style="color: white;"><span style="background-color: #990000;">Positioning is not something that can be done to a product. It is the mind of the prospect what can be altered to position a product.</span></span><br />
<span style="color: white;"><span style="background-color: #990000;"><br /></span></span>
<span style="color: white;"><span style="background-color: #990000;">P.7<br /><br />An oversimplified message is the most effective approach to take in an overcommunicated society.<br /><br />P.8</span></span><br />
<span style="color: white;"><span style="background-color: #990000;"><br /></span></span>
<span style="color: white;"><span style="background-color: #990000;">It is a matter of choosing what is really important in that message for the best chance to get it through.</span></span><br />
<br />
<span style="color: white;"><span style="background-color: #990000;">P.19</span></span><br />
<span style="color: white;"><span style="background-color: #990000;"><br /></span></span>
<span style="color: white;"><span style="background-color: #990000;">Quote: "Positioning is an organised system for finding a window in the mind. It is based on the concept that communication can only take place at the right time and under the right circumstances".</span></span><br />
<span style="color: white;"><span style="background-color: #990000;"><br /></span></span>
<span style="color: white;"><span style="background-color: #990000;">An easy way to get into people's mind is to be the first.<br /><br />P.21-22</span></span><br />
<span style="color: white;"><span style="background-color: #990000;"><br /></span></span>
<span style="color: white;"><span style="background-color: #990000;">The hard way is to be second. It is always better to be first than having the best product in a particular field. The key is to be a big fish in a small pond than a small fish in a big pond. The size of the pond can always be increased.</span></span><br />
<span style="color: white;"><span style="background-color: #990000;"><br /></span></span>
<span style="color: white;"><span style="background-color: #990000;">P.20</span></span><br />
<span style="color: white;"><span style="background-color: #990000;"><br /></span></span>
<span style="color: white;"><span style="background-color: #990000;">Communication is like love. What counts the most is receptivity. When two individuals fall in love with each other it is because they are both receptive to that idea.<br /><br />P.30<br /><br />Experiments involving blind tasting champagne usually ranked inexpensive brands from California above the French ones. With the labels on, this does not happen.<br /><br />(use example of hidden persuaders with detergent)</span></span><br />
<span style="color: white;"><span style="background-color: #990000;"><br /></span></span>
<span style="color: white;"><span style="background-color: #990000;">One of the main objectives in advertising is to heighten expectations about a product or service and make consumers believe it will perform the expected miracles. Although, a company might create the opposite expectation and get in trouble trying to sell a product. Gablinger's beer introductory advert sold the product as a diet product, which has an implication of a bad taste. It worked to perfection, and consumers were easily convinced that it did taste bad. One tastes what one expects to taste.</span></span><br />
<span style="color: white;"><span style="background-color: #990000;"><br /></span></span>
<span style="color: white;"><span style="background-color: #990000;">Humans' mind automatically reject information that does not have anything to do with experience or prior knowledge to work with. Dr. George A. Miller, psychologist at Harvard, asserts that seven units at a time is the limit for a human mind to deal with. People rarely remember more than seven brands in a given product category. And for products with less interest, consumers name no more than one or two brands.<br /><br />To deal with so much information consumers have learned to simplify to deal with everything as a necessity to keep from being overwhelmed with so many complexities in life.<br /><br />P.34</span></span><br />
<span style="color: white;"><span style="background-color: #990000;"><br />If a company is not the first (which most likely will not be) it has to try to be the second. Ries and Trout call the 'uncola' position the strategy that 7-Up once carried out, linking their product with something that already existed in the mind of the prospect as an alternative to it.<br /><br />Conventional logic says that the concept can be found in a brand or its product, but this does not work when trying to find an unique position. It is the prospect's mind that dictaminates it. The 'uncola' is not inside a 7-Up can, it's in the drinker's head.<br /><br />Avis is another example of how to successfully deal with being second. At the beginning, they started by saying 'Avis is going to be No. 1'. That's telling the world about the aspirations, but this is wrong psychologically and strategically speaking. The truth is that they ignored competitor's position.</span></span><br />
<span style="color: white;"><span style="background-color: #990000;"><br /></span></span>
<span style="color: white;"><span style="background-color: #990000;">--- link this to the other Avis' ad campaign: "we work harder because we are 2nd".---<br /><br />P.40<br /><br />If a company is the competition of a famous one (for instance, IBM) the first thing the smaller business has to do is to understand they are not them, so they do not have to act like IBM. A better strategy would be to take advantage of the existing position IBM owns in the minds of the prospects and project a new one in computers that is somehow related to IBM.</span></span><br />
<span style="color: white;"><span style="background-color: #990000;"><br /></span></span>
<span style="color: white;"><span style="background-color: #990000;">P.46</span></span><br />
<span style="color: white;"><span style="background-color: #990000;"><br /></span></span>
<span style="color: white;"><span style="background-color: #990000;">If a company is the leader, it is pointless to repeat to the consumers that they are the No.1, for example. A company cannot build a leadership based on their own terms: 'The best-selling under-$1000 high-fidelity system east of the Mississippi'. Companies have to build a leadership position in the terms of the prospect. 'The real thing' Coke advert is an example that can work for any leader. Saying 'we are No.1' is not the same as what Coca-Cola did. The number one will be the number one because of low prices, more availability and so on. But being 'the real thing' has an emotional attachment, and will always own a special place in the mind of the prospect.</span></span><br />
<span style="color: white;"><span style="background-color: #990000;"><br /></span></span>
<span style="color: white;"><span style="background-color: #990000;"><br /></span></span>
<span style="color: white;"><span style="background-color: #990000;">P.49<br /><br />When a leader is established it should cover competitive moves by introducing another brand. Instead of stay still, a company with a should do this to reflect changes in tastes, technology and the like. For example, Ivory is a soap that has been in the market for more than a hundred years. The availability of heavy-duty laundry gents put pressure on the company to release Ivory Detergent. Although, instead of changing the position in the prospect's mind, a new brand was released: Tide. This new detergent had a name to be matched with and it was an enormous success.</span></span><br />
<span style="color: white;"><span style="background-color: #990000;"><br /></span></span>
<span style="color: white;"><span style="background-color: #990000;">P.50</span></span><br />
<span style="color: white;"><span style="background-color: #990000;"><br /></span></span>
<span style="color: white;"><span style="background-color: #990000;">New names can help to bridge a gap between eras and allows companies to make mental transitions. Government agencies know very well how to broad a name. The Department of Housing and Urban Development used to be Housing and Home Finance Agency. With this new name, the agency can enlarge increase its staff, enlarge its scope of operations and justify a larger budget.</span></span><br />
<span style="color: white;"><span style="background-color: #990000;"><br /></span></span>
<span style="color: white;"><span style="background-color: #990000;">P.53</span></span><br />
<br />
<span style="color: white;"><span style="background-color: #990000;">Brands that accentuate their products on the 'better' rather than on the 'speed' fail to achieve sales goals. The better version of a me-too product is a regular mistake. This approach is a waste of time in trying to improve a product that is going to be released with a small advertising budget than the leader's.<br /><br />P.54-55<br /><br />To find a gap in the market, a company must be able to think in reverse and go against the grain. For years, cars were becoming better looking and more streamlined, until the Volkswagen Beetle got in the market and changed the game. The conventional way to advertise this car would have been to maximise the strengths and minimise the weaknesses, but they stated their position very clearly: 'think small'. Two simple words stated Volkswagen position and challenged prospect's assumption that bigger is not a synonym of better.</span></span><br />
<span style="color: white;"><span style="background-color: #990000;"><br /></span></span>
<span style="color: white;"><span style="background-color: #990000;">P.56</span></span><br />
<span style="color: white;"><span style="background-color: #990000;"><br /></span></span>
<span style="color: white;"><span style="background-color: #990000;">Companies confuse greed with positioning thinking too often. In order to get rich, charging high prices is not the answer.<br /><br />A company has to be first to:<br /><br />1.- Establish the high-price position</span></span><br />
<span style="color: white;"><span style="background-color: #990000;"><br /></span></span>
<span style="color: white;"><span style="background-color: #990000;">2.- Do it with a valid product story</span></span><br />
<span style="color: white;"><span style="background-color: #990000;"><br /></span></span>
<span style="color: white;"><span style="background-color: #990000;">3.- Place it in a category that high-prices are not strange to consumers.<br /><br />High prices need to on the advert, no in the store. The price should be treated like any other feature.</span></span><br />
<span style="color: white;"><span style="background-color: #990000;"><br /></span></span>
<span style="color: white;"><span style="background-color: #990000;">P.57-58</span></span><br />
<span style="color: white;"><span style="background-color: #990000;"><br /></span></span>
<span style="color: white;"><span style="background-color: #990000;">Another effective way to find a gap in the market is using sex to segment a product category and establish a position. Perfume, for example, is normally sexualised. One would think that the more feminine and delicate the brand, more appealing it will be. But Revlon's Charlie is the first brand to try a masculine name with a great success. The majority of perfumes move in one direction, so the opportunity lies in the opposite.</span></span><br />
<span style="color: white;"><span style="background-color: #990000;"><br /></span></span>
<span style="color: white;"><span style="background-color: #990000;">P. 60</span></span><br />
<span style="color: white;"><span style="background-color: #990000;"><br /></span></span>
<span style="color: white;"><span style="background-color: #990000;">"Don't try to trick the prospect. Advertising is not a debate. It's a seduction". Verbal logic will not be what the prospect will consider. "If it looks like a duck and walks like a duck, I say it's a duck".<br /><br />P.61</span></span><br />
<span style="color: white;"><span style="background-color: #990000;"><br /></span></span>
<span style="color: white;"><span style="background-color: #990000;">Sometimes there are not gaps in the market that can be found. It is then when a company must create one. This can be done by repositioning competitors that own a place in the prospect's mind.</span></span><br />
<span style="color: white;"><span style="background-color: #990000;"><br /></span></span>
<span style="color: white;"><span style="background-color: #990000;">P.63-64<br /><br />In order to achieve this, a company must say something about their competitor's product that makes the prospector change his or her mind about it. For example, "Most American vodkas seem Russian" was something said in an advert. Captions said: "Samovar: Made in Schenley, Pennsylvania. Smirnoff: Made in Hartford, Connecticut. Wolfschmidt: Made in Lawrenceburg, Indiana. Stolichnaya is different. It is Russian" and the bottle was labeled "Made in Leningrad, Russia". The result was that sales began to soar for Stolichnaya. Something to keep in mind is that people like to see the high and mighty exposed.</span></span><br />
<span style="color: white;"><span style="background-color: #990000;"><br /></span></span>
<span style="color: white;"><span style="background-color: #990000;">P.66</span></span><br />
<span style="color: white;"><span style="background-color: #990000;"><br /></span></span>
<span style="color: white;"><span style="background-color: #990000;">Although, saying that a company is better than its competitors is not repositioning. It is comparative advertising, which is not very effective. The psychological flaw the prospect easily detects is: "If your brand is so good, how come it's not the leader?"</span></span><br />
<span style="color: white;"><span style="background-color: #990000;"><br /></span></span>
<span style="color: white;"><span style="background-color: #990000;">These are failed attempts of repositioning the competition. What they are actually doing is using the competitor as a benchmark so they tell the potential consumer how much better they are.</span></span><br />
<span style="color: white;"><span style="background-color: #990000;"><br />P.65<br /><br />If a product is in the corner of the brain marked with the word "loser" it is best to start all over again with a new product and a new game.</span></span>Alejandro Zorita Santanahttp://www.blogger.com/profile/02235966639301235740noreply@blogger.com0