Glimpses of branded organisms (part 1)
One of the biggest ambition of 1/0n is to turn every brand into a branded organisms. This means that we should design our brands as a living organism that naturally adapts to its environment. Then it will grow, evolve and start connecting & interacting on both a functional and emotional level, and build a true relationship with us.
In the next issue of 1/0n BetaWaves magazine we will explain the inner working of these branded organisms & factor within the design process (if you already want the the tip of the iceberg see the first edition on our magazine).
But in short it comes down to this: a brand is a network of associations in our brain. These associations are triggers by all kind of different elements of a brand. Here you can think of product, service, logo, packaging, website and/or an app. But also think of the human site of a brand like a sales person and/employes.
First and most important are the constant (C) element of a brand. Like perhaps the colour, name and/or constant taste of a brand. This because one of the basic function of a brand is to recognize it between all other brands. And often forgotten, but more and more relevant in current economical climate, is that the constants gives us something to hold on to in these unsure and rapidly changing times.
The fun part starts with the variables (V) of a brands. Element that aren’t constant because they change over time (t). Product variations, content and communication are things you think of here. These are the brand elements that keeps the brand fresh and interesting.
If branding is nothing more the strategic and/or functional use of the brand elements to achieve certain goals (what, unfortunately, usually is profit but more on this later).
Brands will become organisms when the variables are (directly) connected with variables of their environment (E). For example: the brands colour changes when the stock exchange goes up or, more relevant, down.
Here three Glimpses of what to expect from branded organisms:
Cash is rapidly disappearing from our society. We engage in the digital age are increasingly paying by digital means such as debit, credit card or internet banking.
The forms of payment have one major drawback: the money was not designed. The form of payment is always the same regardless of how much money you receive, or hold securities.
Because this money is not equipped with design, we have less awareness of the value of money. Also, money is always been a product to the culture of acountry is to propagate. These two aspects form the basis of the shaped digital money.
Björk has collaborated with artists, designers, scientists, instrument makers, writers and software developers to create an extraordinary multimedia exploration of the universe and its physical forces, processes and structures – of which music is a part. Each in-app experience is inspired by and explores the relationships between musical structures and natural phenomena, from the atomic to the cosmic. You can use Biophilia to make and learn about music, to find out about natural phenomena, or to just enjoy Björk’s music.
“Cinemetrics” is the thesis project of Frederic Brodbeck‘s at the Royal Academy of Arts (KABK), Den Haag. It aims to create a visual “fingerprint” for film using the editing structure, color, speech and motion. Different characteristics are analysed using python and openCV, and data visualised using a custom Processing application. This allows films to be interpreted or compared side by side.
If you want to know more see Beta Waves (magazine): issue 1 – Next steps in branding