About Brand Coding
An excerpt from an interview with one of my favorite “Jack of All Trade” Designers, Mike Meiré. His work is very much worth an in depth look.
I am a supporter of the brand evolution, because it’s about survival strategies. And life is evolution. Spirit refers to the inside of a brand. The marketing profiles the outer shape and creates the conciseness of the brand perception. Today this is about much more: brand identity, brand performance and brand spirit. Therefore we have developed at Meiré and Meiré “fire code”. This involves three key values: significance, connection and leadership ability. Significance is the innermost statement, the essence, the essence of the brand, connectedness is the cultural behavior of the brand and leadership ability, the willingness to own brand of innovation. Many brands are known, but that does not mean that they are relevant.One should therefore consider how to create significance and not just awareness. In marketing, there are the beautiful concept of “relevant set”. Insofar thinks important, in the “relevant set” to be anchored, to have a relevance. Relevance in turn has to do with the individual mind. In a group of individuals, each individual has the desire to distinguish themselves from the other. This makes the individuality. So you need resources to help you build your own ego. This process we call “ego-building”. The brand has even become a producer. You should not only provide benefits and function in the foreground, but must communicate differentiating qualities that help with “ego-building. It is therefore crucial that the brand with its claim to leadership ability again and again processes heralds the they renew. Therefore, speak in progressive marketing today from various functions, such as the cult of management or Edge management. One should always have the relationship of identity, sociality and timeliness manage to operationalize and. It is in this triad is produced relevance. significance creates one only if it succeeds, in the consciousness of the individual trigger a kind of revelation. generate advertising awareness, perhaps even sympathy, but only in the rarest cases, significance. meaningfulness is not something that can be said, much will be by deeds. When it comes , marks not only known but also important to make in order to strengthen their sustainability, which means ultimately that is required in any other marketing tools because it is actually a non-marketing field. Behind significance is a cult. and is a cult quality, which increases the ego. If a product has a cult builds it on one. For everything that communicates the brand that provides an unjustifiable admiration. This form of magic does not achieve through traditional advertising. Certainly we need profiling measures, but long-term needs, the brand an auratic effect. is the only way to the consumer to identify with her because he loves the brand and they will help shape his life. This identification process will become much more sensitive and more aware perceived by consumers. As rich classical instruments no longer sufficient. One needs methods to build respect, relevance and significance, methods that are docked in the inner world of man.
Bar Pascoli, Milano. Run by two Sardinian brothers who make a great cappuccino and serve equally good brioche. The interior is mostly marble, gold, and mirrors. Locals take their morning wine while I have my (inappropriately late) cappuccino.
Putting problems at the center of our decision-making changes everything. It’s not about the self anymore. It’s about what you can do and how you can be a valuable contributor. People working on the biggest problems are compensated in the biggest ways. I don’t mean this in a strict financial sense, but in a deeply human sense. For one, it shifts your attention from you to others and the wider world. You stop dwelling. You become less self-absorbed. Ironically, we become happier if we worry less about what makes us happy.
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To Find Happiness, Forget About Passion - Oliver Segovia - Harvard Business Review (via pblair)
Thanks to pblair for the heads up on this great article.
(via pblair)
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Surprise me, Internet.
Italian packaging humour.
This makes me happy on so many levels. You can also go download a scan of Lookout! Records 1997 catalog on their site, but I’ll let you go find that yourself.
10 Reasons I don’t co-host a local pub quiz anymore
Lightning Round: Schlepping Towards the Apocalypse
(Questions loosely related to death, destruction, and the end of the world).
1. This Zombie started his solo career under the pseudonym Neil MacArthur.
ANSWER: Colin Blunstone
2. Road Warrior Mel Gibson’s son attended what bay area college.
ANSWER: California College of the Arts
3. Actor and Center Square Paul Lynde’s boyfriend fell to his death from which famous San Francisco Hotel?
ANSWER: The Sir Francis Drake
4. In the show Battlestar Galactica, What human is responsible helping the Cylons destroy the planets of the 12 colonies?
ANSWER: Gaius Baltar
5. What is the name of the “not Michael Cera” actor in the movie “Zombieland”?
ANSWER: Jesse Eisenberg
6. Melanie, Jessica, Jennifer, Helena, and Libby, are just a few of the women this Canidian musician mentions in his songs.
ANSWER: Destroyer/Dan Bejar
7. In the end of the world as we know it Who is not afraid?
ANSWER: Lenny Bruce
8. How many days do we have until DECEMBER 21 2012, the date the Mayans predicted the world would end?
ANSWER: 327 (obv outdated)
9.What are the names of the Four Horseman of the Apocalypse?
ANSWER: Conquest, Famine, War , Death
10. Puppies, hot or not.
ANSWER: Cats.