BOOK1VS

1

BOOK 1 # MARTA SOFIA CANDEIAS MA GB&I LCC 速 2011

TRUE LOVE BRANDS VISUAL SUMMARY

BOOK 1# MARTA CANDEIAS MAGB&I LCC © 2011

TRUE LOVE BRANDS VISUAL SUMMARY

CONTENTS

04 - 05 INTRODUCTION RESEARCH QUESTION 06 - 59 METHODOLOGY 08 - 09 LOYALTY TYPES 14 - 37 TATTOO SUBCULTURE 38 - 49 BRAND TATTOOS 50 - 51 WHAT IS A BRAND? 52 - 53 EMOTIONAL BRANDING 54 - 57 BRAND CULTS 58 - 59 BLOG -TRUE LOVE BRANDS

60 - 80 THE MAJOR PROJECT

05

INTRODUCTION

This book comprises my visual research in response to my Major Project. It is part of a set of 3 books that demonstrate my research journey into my final outcome.In order to understand the research problem I have undertaken historical and analytical research into types of Loyalty, Tattoo Subculture and Brand Tattoos, Emotional Branding, Brand Cults theory, that are visuallyrepresented in this book, with articles and photography´s.This visual summury also shows the process that led me into the project outcome the film, the process to select the brands.The hope is to introduce the viewer to the subjects, that I have been researching to accomplish my major project outcome.

06

TRUE LOVE BRANDS. LOYALTY, HOW LONG IS FOREVER?

07

WHY:

WHO:

WHAT:

WHY:

The aims of my project is to create a conceptual framework to assist brands to gain further insight into customer loyalty.

The aim of this work is to investigate and make a proposal of new methods and branding concepts based on permanent and emotional attachments towards objects and products (Brands). It will use using Tattoos a visual expression, that are both meaningful to me and my audience, that could then be applied by designers and brand managers when strengthening successful brand loyalty.

Brands, Brands Managers, Creative Directors - looking for lifetime customers.

With a Short Film and Book.

08

09

LOYALTY TYPES

The difficulty in defining the word loyalty is in the connotations and contexts that exist around the word.

Loyalty is a concept found in every country and culture around the world, from the first recorded histories through to the modern age, but the application of that concept can vary wildly.

The word “loyal” as it origins in a French word “loial”, that comes from a latin word “legals” that are associated with law and legality, that is a reason that the word is often viewed as a binding or a obligatory thing.

Based in some research into the subject of loyalty, loyalty can be divided in three main types of loyalty, institutional loyalty, to a country, monarch or government, personal loyalty to a person such a friend, or a group of people such as family a product, and idealistic loyalty, to an abstract idea or cause.

Visually there are plenty of ways to demonstrate loyalty: when painting your football club’s colours on your face, with a branded t-shirt of band, at the supermarket with a loyalty card, going to church on Sundays, getting married, being part of gang, supporting causes, all this examples are types of loyalties, but the ultimate and permanet expression of loyalty is in doing a tattoo.

10

11

13

1

2

4

5

6

7

8

9

10

11

12

13

14

15

1. Animal Loyalty Photography®Corbis

9. Group Loyalty Photography® Corbis

2. Family Loyalty Photography®Corbis

10. Brand Loyalty Photography®Web

3. Country Loyalty Photography®Web

11. Culture Loyalty Photography®Web

4. Causes Loyalty Photography®Web

12. Style Loyalty Photography®Web

5. Marrige Loyalty Photography®Corbis

13. Religion Loyalty Photography®Web

6. Band Loyalty Photography®MC

14. Loyalty Photography®Web

7. Brand Loyalty Photography®Corbis

15. Consumer Loyalty Photography®Web

8. Love Loyalty Photography®Corbis

14

THE TATTOO SUBCULTURE BRIEF HISTORY

Tattooing has been part of history from ancient to modern times: as a funereal art in Egypt 4000 and 2000 years B.C, as Branding in Japan to show their social status, or from Polynesian and American tribes that are usually quoted in history as the source of the origins of Tattoo. Throughout its history, tattoos have been connected to Clan marking, Love charms, Physical health in Tibet with tattoos on chakra (energy points), Good luck, Celtic, Oriental tattoos, Sailor and Military tattoo, War tattoo (for example for holocaust prisoners, SS blood group tattoo, Gang and Prison tattoos, and much more.

Tattoo can be seen as a subculture in itself because it coexists with contemporary society yet is distinct and different from our society norms. Being part of subcultures means that you could work and socialise amongst others who support body modification and alternative lifestyles. Tattoo confirm to others that this person is loyal to a particular group, or define themselves as different or unique from general society.

15

16

17

P. 14-15 Atomic Tattoo, Lisboa Photography®MC 2

3

4

5

6

1. Japonese Tattoo Photography®Web 2. Sailor Tattoo Photography®Tashen 3. Circus Girl Photography®Tashen 4. Circus Girl Photography®Tashen 5. Old school designs Photography®Tashen 6. Old school designs Photography®Tashen

18

19

20

21

22

23

24

25

26

27

28

29

30

31

32

33

34

35

36

P. 18-19Tattoo Shops Cards Photography®MC P. 20 Tattoo Studio Photography®MC P. 21 Old School Tattoo Type, London Photography®MC P. 22-23 Tattoo Artist, London Photography®MC P. 24-25 Set of 6 Photographys Tattoo Artist, London Photography®MC P. 26-27 Japonese Style Tattoo London Tattoo Convention, 2011 Photography®MC P. 28-29 Tattoo Artist Photography®MC P. 30-31Japonese Style Tattoo London Tattoo Convention, 2011 Photography®MC 1

2

3

4

5

6

7

8

9

P. 32-33 1. Pully, Studio Quarteira, Portugal Photography®MC P. 32-33 2. 4. 5. 7. 8 Tattoos Photography®Web Research 3. 6. 9. Tattoo Artist, London Photography®MC P. 34-35 Collection of TattooDrawings Photography®MC P. 36 Work Plan of Reseach Major Project London 2011 Photography®MC

37

38

39

BRAND TATTOOS RESEARCH

Customers show their loyalty in different ways. Some buy the products others get a tattoo. In this chapter I show my research into Brand Tattoo, most of the examples were founded in the web, since I did not find any evidence of Brand Tattoos when researching into artists catalogues and books.

“What greater evidence is there of the strength of our brand than a customer who wears our name like a badge of honor? Now that’s a passionate commitment.”

(Harley-Davidson)

40

TOP 10 BRAND TATTOOS

1. Harley Davidson 41

(18.9%)

2. Disney (14.8%)

3. Coca-Cola (7.7%)

4. Google (6.6%)

5. Pepsi (6.1%)

6. Rolex (5.6%)

7. Nike (4.6%)

8. Adidas (3.1%)

9. Absolut (2.6%)

10. Nintendo (1.5%)

42

43

44

45

46

HARLEY-DAVISON THE FREEDOOM BRAND

“ Customer experiences have replaced products and services. And to lead creation of customer experiences you have a learn to walk in customers shoes, see the world trough their eyes, breathe the same air.” (Stakeholder, 2005) Harley Davidon is the most tattooed brand in the world, from the famous Hell´s Angels to computer programmers, professional woman or librarians all this customers share the same passion and values.

Customer Loyalty made Harley, the number one tattoo and the number 100 of the best global brands in 2011 list by Interbrand.

WWW.HARLEY-DAVIDSON.COM

47

48

49

P. 42-43 Branded Baby Photography®ADBUSTERS www.adbusters.org P. 44-45 Brand Tattoos Photography®Web P. 46-47 Harley-Davidson Photography®Web P. 48-49 Apple Photography®Web

WWW.ADBUSTERS.ORG Adbusters Media Foundation is a Canadian based alternative media group centred around a monthly magazine devoted to socio cultural change and awareness. It describes itself as a ‘CultureJammer’. It doesn’t feature advertisements and relies solely on sales. The magazine has a strong visual emphasis on design, photography and art.

A large part of this visual content is devoted to culture jamming where an internal contradiction of contemporary culture is made visible for example by subvertising.

Adbusters©

50

?

51

BRANDS WHAT IS A BRAND?

The Oxford American Dictionary (1980) contains the following definition: Brand (noun): a trade mark, goods of a particular make: a mark of identification made with a hot iron, the iron used for this: a piece of burning or charred wood, (verb): to mark with a hot iron, or to label with a trade mark.

Similarly, The Pocket Oxford Dictionary of Current English (1934) says: Brand. 1. n. Piece of burning or smouldering wood,torch, (literary); sword (poet.); iron stamp used red-hot to leave an indelible mark, mark left by it, stigma, trade-mark, particular kind of goods (all of b., impress indelibly (is branded on my memory). These two entries, in the order in which they list thedefinitions and in the definitions themselves, illustrate how, over 50 years, the primary use of the word “brand� now has a commercial application.

However, the definitions also underline a common origin. In order to understand better brands ambitions and values, I researched into Emotional branding and Cult Brands looking for answers for my theory on using tattoo on branding.

52

EMOTIONAL BRANDING RESEARCH

“Emotional Branding” is both a branding philosophy and best practice standard created by Marc Gobé over 15 years ago.

His philosophy and life’s work is dedicated to the importance of emotions when establishing connections and building relationships between brands and people. Marc began evangelizing his philosophy of Emotional Branding with the publishing of his first book in 2001, proudly titled Emotional Branding. Since then, Marc has authored three more books dedicated to better understanding of emotions within branding with focus on areas such as CSR, Corporate Culture and with his most recent publishing, social media.® www.emotionalbranding.com In Marc Gobé book, Emotional Branding is based on four essential pillars: Relationship, Sensorial Experiences, Imagination and Vision.

53

RELATIONSHIP Relationship is about showing respect for your consumers and by giving the emotion experience they really expect from the brand.

SENSORIAL EXPERIENCES Sensorial Experiences is providing consumers with sensorial experience of the brand, the key to achieving the kind of memorable attachment to their consumers that aloud them to establish a brand preference and loyalty.

IMAGINATION

VISION

Imagination is the brand design execution is the stroke that makes the emotional branding process real. Imaginative approaches to the design of products, packaging, retail stores,advertisements and web sites, allow the brand to reach consumers hearts in a fresh new way going beyond their imagination.

Vision is the ultimate factor of a brand´s long-term success. Brands evolve through a natural life cycle so consumers expect brands to always work towards the future, by constantly reinvented themselves.

56

55

BRAND CULT RESEARCH

Brands fail for one primary reason: instead of building a brand some people love, companies build brands no one hates.Most marketers live in a world where they are constantly searching for the flashy, the instant - in short, the trivial.We must recognize that brands don’t belong to marketers. Brands belong to the customer. The customer’s embrace is the only vote that counts, yet it is constantly ignored by strategies that place our products and services as the “goal” rather than the means to satisfy our customer’s needs, wishes, and fantasies. Successful brands embrace their customers by anticipating basic and spiritual human needs.

WHY CULT BRANDING WORKS: Cult Brands aren’t just companies with products or services to sell. To many of their followers, they are a living, breathing surrogate family filled with like-minded individuals. They are a support group that just happens to sell products and services. Picture a Cult Brand in this context, and you’ll have a much better understanding of why these brands all have such high customer loyalty and devoted followers.That’s how Cult Branding works. Society only helps to accelerate the drivers behind its success.® (BJ Bueno - www.cult-branding.com)

56

BRAND CULT THEORY

The brand used in the example is Apple® www.apple.com

SEVEN

STEPS FOR CUSTOMER LOYALTY

1-SOCIAL GROUPS Consumers want to be part of a group that’s different.

2-COURAGE Cult-Brand inventors show daring and determination.

3-FUN Cult Brands sell lifestyles.

57

4-HUMAN NEEDS Listen to “Brand lovers” (Tattooed customers), create Cult-Brand evangelists.

5-CONTRIBUTION Cult Brands always create customer communities.

6-OPENNESS Cult Brands are inclusive.

7-FREEDOM Cult Brands promote personal freedom and draw power from their enemies.

58

TRUE LOVE BRANDS BLOG WEB RESEARCH

TRUE LOVE BRANDS, is a research blog where is possible to find, articles, images and video that I founded during my research process that in my opinion were relevant to my project. The Blog started after I hand in my proposal, and focus in his great portion on Tatttoo research, videos and articles.

HTTP://TRUELOVEBRANDS.BLOGSPOT.

59

60

THE MAJOR PROJECT

61

ABSOLUTE LOYALTY

62

“EXIT THROUGH THE TATTOO SHOP�

FILM

During the summer break, I went home to Portugal and in that time I went to some of my tattoo artist friends studios, to research into their catalogues for images of brands tattoos.When I was talking with them I had the idea of making a film to show my audience, what happens during the day in a tattoo shop, so I asked Tytto (the tattoo artist that speaks in the film) to answer 3 questions and talk a bit about him and his work.

In the secondary part of the film at first , It was supposed to have several interviews of tattoo enthusiasts, but just the interview from Ricardo was good enough. My hope is that the film help my audience to understand more about Absolute Loyalty, and all the emotions behind getting a tattoo.

VIDEO INTERVIEW QUESTIONS: Interview 1 TYTTO Name: Age: Place of Residence: How long have you been a tattoo artist?

How do you define your work?

Did any customer asked for a brand tattoo?

Interview 2 RICARDO CORREIA Name: Age: Place of Residence: Do you consider yourself a loyal person?

How many tattoos do you have?

It was an amaizing experience, for two reasons, I could bring my friends onto my work and I have decided that editing film will became part of my daily work in the future.

63

64

BRANDS BOOK RESEARCH

The research and the tutors advice has led me into my final outcome piece, a book.

The book concept is a work book with 170 brand logos and logotypes designed and ready to be used in tattoos.

Brands were selected with a Survey (Sep - Oct), from Matt Haig book “Brand Royalty” and from CoolBrands® and Interbrand list of 2011 best brands.

65

66

SURVEY RESULTS

The survey was online from 26 of September to 20 of October using www.surveymonkey.com, with a total completed of 64.

SURVEY - QUESTIONS: 1. Do you consider yourself a loyal person?

2. Please name your favourite brands. (for example:nike, apple, coca-cola)

3. In your opinion which Brands do you consider for each category: (for example Innovation Brands - Sony)

1 Innovation Brands 2 Pioneer Brands 3 Distraction Brands 4 Muscle/Mainstream Brands 5 Distinction Brands 6 Status Brands 7 People Brands (superstars, actors, tv shows) 8 Responsability Brands 9 Emotion Brands

THE SURVEY RESPONSES: Question 1: 64 Responses

YES NO

90.6% 10.9%

58 7

Question 2: 64 Responses

Apple Question 3: 64 Responses Top 10 most voted Brands: Apple Coca-Cola Adidas Google Vans Ben´s Jerry Converse H&M Sony Canon

67

68

COOLBRAND® INTERBRAND®

BRAND LISTS FOR BOOK WWW.INTERBRAND.COM WWW.COOLBRANDS.UK.COM

The CoolBrands® list has been compiled annually since 2001. Brands do apply or pay to be considered.

The CoolBrands are chosen by an Expert Council and thousands of members of the British public who assess each brand bearing in mind the following criteria: style, innovation, originality, authenticity, desirability and uniqueness.

The entire process is independently administered

by The Centre for Brand Analysis.® (www.coolbrands.co.uk ) INTERBRAND is the world’s leading brand consultancy, specializing in a vast brand services and activities.® ( www.interbrand.com)

69

70

THE IDEA

ABSOLUTE LOYALTY THE BOOK OF BRAND™ 170 BRANDS 170 LOYALTIES

71

72

73

74

75

76

77

78

ABSOLUTE LOYALTY THE BOOK OF BRAND™ SPREAD

*

79

* SELECT YOUR BRAND AND TAKE TO YOUR TATOO ARTIST.