BRAND STORIES
Having defined the brand via different methods to account for the nuance that is involved in bringing clarity, the final summation was aggregated into three main story arcs. The story arcs act as a unifying element that allow the brand to navigate through changing times with clarity of what the brand stands for. Both product and communication can be tied together and aligned to a ‘North Star’ early in the design process.
employees, Tata has always been about fair play and empathy. This is the ‘why’ that guides the company to practice business as it does. This is the brand’s unchanging core.
These condensed brand stories allow for the brand to be defined with simplicity and clarity without radically limiting the kind of design outcomes or communication avenues that the brand would naturally express itself through. They are as follows:
2) “Evolving Relationship Dynamics” Evolving relationship dynamics expands on how the brand is built on the idea of pursuing connection. The gift culture and symbolism of a watch makes it a object of great value. Evolving relationships allow the brand to blur the divides between age and gender. This works at solving the business goal of creating adoption by allowing new users to discover the brand through the support of existing users. This is what keeps changing in a manner that can aid memorability.
1) “Best Practices” The idea of a best practices has been there since Tata’s conception. With the introduction of the 8 hour work week and medical benefits for its
3) “Future Forward” Future forward allows the brand to take ownership of the developments that happen in the world of watches. As the business exists today, Titan
follows in the path trodden by other companies. It was perhaps one of the first brands to come up with the smartwatch but it did not release. It. Stepping into new territory involves risk but it is the only way that the brand that be remembered for real innovative leaps. Future forward suggest a plan of action that attempts to look at the watch as a platform for more elegant interactions. Instead of looking at the watch as an object of style, fashion or status, Future forward attempts to stretch the walls of the gadget-like smartwatches to explore solutions that can bring real value to the life of users.
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