THINK Exhibit: An Exploration into making the world work better (by IBM)
Branding for Target by Allan Peters.
In his words:
“The concept for this campaign is a simple one: Invite Target’s guests into a bullseye playground.
I was taught that a good poster should have a surprise at 50 feet, at 5 feet and at 5 inches. This campaign accomplishes that. From 50 feet you read it as a giant cropped bullseye. From 5 feet you notice that there are people having a good time on the bullseye. At 5 inches you notice the detailed styling with pops of color and bold patterns.
This campaign was designed for the exterior and interior store signage of Target’s 1750 locations, print ads and billboards. It is also used in Target headquarters in the USA, India and China.”
I like how it’s carried throughout, it’s definitely fun and engaging, but it reminds me of Bell…anyone?
This would be a perfect idea to create a branded egg.
ING Vysya Bank Campaign: ING Zing Savings Account for kids
In collaboration with a new generation of artists, ABSOLUT VODKA is introducing ABSOLUT BLANK, a global creative movement, in which ABSOLUT appears as a catalyst for cutting-edge creativity. The initiative comprises 18 artist collaborations, films, print and outdoor ads, events and a digital art piece that lives and evolves in your mobile phone
I love the design work that goes into the Olympics- especially old Olympic posters. For a more indepth look at the branding of Rio 2016, check out Brand New.
The whole city as a big sporting field. There is no other city like Rio could convince us such enthusiasm in sports.
After spending weeks and weeks inside some of the largest Chinese companies teaching the fundamentals of creating an emotional brand, a CEO approached me, indirectly of course, to ask when we would begin work on creating the actual brand. For him, all the emotional stuff seemed irrelevant. The business was the product. This was particularly striking in light of the fact that, more than any others, the Chinese have an even greater passion for brands than, say, Russian or Japanese consumers. A recent study reveals that the average Chinese consumer feels the need to wear at least three branded items to feel comfortable at work. Yet, when probed further, they were at a loss, unable to define the features of a brand. However, they had no difficulty describing the product. It seems that for them, the product is the brand. The emotional connection is simply absent.
This quote is really interesting because it seems to reveal some deep difference in thinking between Chinese and mainly Western culture.
This is so true. But even wrongly treating products as brands, eventually they still have great chance to own brands. In Asia, brands always come after business.
Moleskin’s new collection. The video is created by Neue Big.
Everyone knows what the research says: The most effective way to dissuade young people from smoking is to convince them that it isn’t cool (usually through their friends).
And that’s where Build runs into problems. The packs do the exact thing they’re not supposed to do: They look really frickin’ cool (in a dystopian-future sort of way). So while they might discourage people’s tendency to select one brand over another, they won’t do much to discourage smoking as a whole.
In a studio, for 5 consecutive days, users became co-creators by sending what made them exceptional by Twitter and Facebook.
The results were posted on Absolut’s Facebook page and tagged back to each user, all the wile documenting the live streaming event for anyone to watch and participate.
The word on Absolut Glimmer traveled through local and international media and ended up inspiring some countries to reproduce the experience locally.
The fact is, modern brands live in an escalating meaning/values context. The more choosy we become about the objects with which we associate ourselves (which we do every day through our more and more publicly accessible purchase decisions) the more brands need to clarify, embody and refine their meaning/value constellation. If you’re a brand today, you don’t get to opt out of meaning creation. Like it or not, no matter what business you’re in, you’re also in the meaning business.