AN INDUCTION ON BRAND PLANNING.
Guido Mercati POLIMODA Villa Favard, Florence 9th February 2012
AN INDUCTION ON BRAND PLANNING. The basics and the paradigm shifts in the Art of devising Brand strategies and crafting creative platforms in the Era of Conversations.
Guido Mercati POLIMODA Villa Favard, Florence 9th February 2012
Satisfaction Guaranteed: The Making of the American Mass Market
An economic history of wholesaling and retailing from about 1880 to 1930. How advertising techniques developed in the early years of this century, especially the brand-name concept, have shaped the modern American appetite for particular mass-produced goods.
The legacy has been pernicious: "a consumer culture that itself breeds constant discontent, depending always on individuals wanting more."
Source: http://tinyurl.com/7cgalp7
Beginning with Crisco in 1912, she describes various campaigns to sell new products, emphasizing how the goal from the outset has been "to make people want things," which puts profits ahead of consumer needs.
Satisfaction Guaranteed: The Making of the American Mass Market
An economic history of wholesaling and retailing from about 1880 to 1930. How advertising techniques developed in the early years of this century, especially the brand-name concept, have shaped the modern American appetite for particular mass-produced goods.
The legacy has been pernicious: "a consumer culture that itself breeds constant discontent, depending always on individuals wanting more."
"Human needs [...] are cultural constructs. [...]. Some people need yams and breadfruit, others Post Toasties and Kellogg's corn flakes".
Source: http://tinyurl.com/7cgalp7
Beginning with Crisco in 1912, she describes various campaigns to sell new products, emphasizing how the goal from the outset has been "to make people want things," which puts profits ahead of consumer needs.
Satisfaction Guaranteed: The Making of the American Mass Market
commodities/ drug store products
Satisfaction Guaranteed: The Making of the American Mass Market
branded packaged-good
commodities/ drug store products
Satisfaction Guaranteed: The Making of the American Mass Market
branded packaged-good
modern consumer (click and listen)
commodities/ drug store products
The development of department stores such as Macy's, mail-order giants like Sears Roebuck and Montgomery Ward, grocery chains started foreshadow supermarkets, via "aids" like premiums, displays and trading stamps but mainly
Source: http://tinyurl.com/7cgalp7
Satisfaction Guaranteed: The Making of the American Mass Market
The development of department stores such as Macy's, mail-order giants like Sears Roebuck and Montgomery Ward, grocery chains started foreshadow supermarkets, via "aids" like premiums, displays and trading stamps but mainly
ADVERTISING
Source: http://tinyurl.com/7cgalp7
Satisfaction Guaranteed: The Making of the American Mass Market
Satisfaction Guaranteed: The Making of the American Mass Market FROM A WORLD OF ADS
ADVERTISING
Satisfaction Guaranteed: The Making of the American Mass Market FROM A WORLD OF ADS
ADVERTISING
Satisfaction Guaranteed: The Making of the American Mass Market FROM A WORLD OF ADS
ADVERTISING
The Semioshere and the Universe of the Mind TO A WORLD OF SIGNS
Semiosphere is the sphere of semiosis in which sign processes operate in the set of all interconnected Umwelten.
Jesper Hoffmeyer suggested a variation to the effect that the community of organisms occupying the semiosphere will inhabit a "semiotic niche". This implies that the semiosphere may be partially independent of the Umwelten.
Source: http://en.wikipedia.org/wiki/Semiosphere
According to Jakob von Uexk端ll and Thomas A. Sebeok, umwelt (plural: umwelten; the German word Umwelt means "environment" or "surrounding world") is the "biological foundations that lie at the very epicenter of the study of both communication and signification in the human [and non-human] animal." The term is usually translated as "selfcentered world".
The Semioshere and the Universe of the Mind TO A WORLD OF SIGNS
Semiosphere is the sphere of semiosis in which sign processes operate in the set of all interconnected Umwelten.
Jesper Hoffmeyer suggested a variation to the effect that the community of organisms occupying the semiosphere will inhabit a "semiotic niche". This implies that the semiosphere may be partially independent of the Umwelten.
“The semiosphere is the result and the condition for the development of culture; we justify our term by analogy with the biosphere, as Vernadsky defined it, namely the totality and the organic whole of living matter and also the condition for the continuation of life”.
Source: http://en.wikipedia.org/wiki/Semiosphere
According to Jakob von Uexküll and Thomas A. Sebeok, umwelt (plural: umwelten; the German word Umwelt means "environment" or "surrounding world") is the "biological foundations that lie at the very epicenter of the study of both communication and signification in the human [and non-human] animal." The term is usually translated as "selfcentered world".
Various Sources
The Semioshere and the Universe of the Mind
Various Sources
The Semioshere and the Universe of the Mind
Various Sources
The Semioshere and the Universe of the Mind
Various Sources
The Semioshere and the Universe of the Mind
Various Sources
The Semioshere and the Universe of the Mind
Various Sources
The Semioshere and the Universe of the Mind
The Planning Work-Flow some illuminating examples just click and watch the Case Study
CLIENT
INTEGRATED AGENCY
MEDIA AGENCY
The Planning Work-Flow some illuminating examples just click and watch the Case Study
CLIENT
INTEGRATED AGENCY
Brand PLANNING
MEDIA AGENCY
The Planning Work-Flow some illuminating examples just click and watch the Case Study
CLIENT
Brand PLANNING
INTEGRATED AGENCY
Account PLANNING
Media PLANNING
MEDIA AGENCY
The Planning Work-Flow some illuminating examples just click and watch the Case Study
CLIENT
Brand PLANNING
INTEGRATED AGENCY
Account PLANNING
Media PLANNING
Comm PLANNING
MEDIA AGENCY
The Planning Work-Flow some illuminating examples just click and watch the Case Study
CLIENT
Brand PLANNING
INTEGRATED AGENCY
Account PLANNING
Media PLANNING
Comm PLANNING
Strategic PLANNING
MEDIA AGENCY
The Planning Work-Flow some illuminating examples just click and watch the Case Study
CLIENT
Brand PLANNING
INTEGRATED AGENCY
Account PLANNING
Comm PLANNING
Strategic PLANNING
Digital Planning PLANNING
Engagement Planning Media PLANNING
MEDIA AGENCY
SIX CLASSICS EVERY PLANNER SHOULD THANK.
SIX CLASSICS EVERY PLANNER SHOULD THANK.
Source: Ingrid Hoofd, National University of Singapore
Source: Christopher Vogler’s Heroes’s Journey
SIX CLASSICS EVERY PLANNER SHOULD THANK.
SIX CLASSICS EVERY PLANNER SHOULD THANK.
SIX CLASSICS EVERY PLANNER SHOULD THANK.
ideo-logic
non-places
super-modernity
“the inner logic of the representations a society makes of itself to itself”
“a mix of pleasure and uneasiness of self-suspension”
“an area of cultural practice t h a t i s s t i l l re l i a n t o n modernist ideas, like a vestigial organ”
“Subway riders basically handle nothing more than time and space, and are skilled in using the one to measure the other.” “Most of the singular itineraries in the subway are daily and obligatory.” Time and space are certainly the staple structures of subway riding, but there are also “daily and obligatory” pressures that are experienced individually and also shared with the mass of other riders.
http://www.popmatters.com
SIX CLASSICS EVERY PLANNER SHOULD THANK.
Source: Rolf Frankenberger, Figuration of Discourse Societies
SIX CLASSICS EVERY PLANNER SHOULD THANK.
The Brand Planner Persona
Rules Bender
Shakespearean Fool
Useful Idea Catalyst
Mark Earls
Russel Davies
Jon Steel
The Tools
DATA & STATS
INSIGHTS
CREATIVE BRIEF
MAPS
The Tools
DATA & STATS
INSIGHTS
CREATIVE BRIEF
MAPS
“By its very nature every embodied spirit is doomed to suffer and enjoy in solitude. Sensations, feelings, insights, fancies — all these are private and, except through symbols and at second hand, incommunicable”.
“We can pool information about experiences, but never the experiences themselves. From family to nation, every human group is a society of island universes”.
The Tools
DATA & STATS
INSIGHTS
CREATIVE BRIEF
MAPS
The Tools
DATA & STATS
http://tinyurl.com/6sv9jpc
INSIGHTS
http://www.mikemake.com/Charting-the-Beatles
CREATIVE BRIEF
MAPS
http://tinyurl.com/24xvcpx
THE FASHION ECOSYSTEM
THE FASHION ECOSYSTEM
Aura A field of subtle, luminous radiation surrounding a person or object.
THE FASHION ECOSYSTEM
Aura A field of subtle, luminous radiation surrounding a person or object.
Rituals A set of actions, performed mainly for their symbolic value. It may be prescribed by a religion or by the traditions of a community.
THE FASHION ECOSYSTEM
Aura A field of subtle, luminous radiation surrounding a person or object.
Rituals A set of actions, performed mainly for their symbolic value. It may be prescribed by a religion or by the traditions of a community.
Worshippers The reverent love and devotion accorded a deity, an idol, or a sacred object.
THE FASHION ECOSYSTEM
Aura A field of subtle, luminous radiation surrounding a person or object.
Rituals A set of actions, performed mainly for their symbolic value. It may be prescribed by a religion or by the traditions of a community.
Worshippers The reverent love and devotion accorded a deity, an idol, or a sacred object.
Demiurge The deity responsible for the creation of the physical universe and the physical aspect of humanity in some belief systems.
THE FASHION ECOSYSTEM
Aura A field of subtle, luminous radiation surrounding a person or object.
Rituals A set of actions, performed mainly for their symbolic value. It may be prescribed by a religion or by the traditions of a community.
Worshippers The reverent love and devotion accorded a deity, an idol, or a sacred object.
Demiurge The deity responsible for the creation of the physical universe and the physical aspect of humanity in some belief systems.
THE FASHION ECOSYSTEM
Aura A field of subtle, luminous radiation surrounding a person or object.
Rituals A set of actions, performed mainly for their symbolic value. It may be prescribed by a religion or by the traditions of a community.
Worshippers The reverent love and devotion accorded a deity, an idol, or a sacred object.
Demiurge The deity responsible for the creation of the physical universe and the physical aspect of humanity in some belief systems.
New frontiers
New frontiers
machine-to-man
New frontiers
machine-to-man
machine-to-machine
New frontiers
Robotizations
machine-to-man
machine-to-machine
New frontiers
Robotizations
machine-to-man
machine-recommendations
machine-to-machine
New frontiers
Robotizations
machine-to-man
machine-recommendations
machine-to-machine
users-sync
New frontiers
Robotizations
machine-to-machine
machine-to-man
Effortless Choices
machine-recommendations
users-sync
New frontiers
Robotizations
machine-to-machine
machine-to-man
Effortless Choices
machine-recommendations
target audience
users-sync
New frontiers
Robotizations
machine-to-machine
machine-to-man
Effortless Choices
machine-recommendations
users-sync
target audience
audience advocate
New frontiers
Robotizations
machine-to-machine
machine-to-man
Effortless Choices
machine-recommendations
users-sync
The Ultra-Target
target audience
audience advocate
Bibliography
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