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TRANSCRIPT
FUTUREBRANDS
Alexandra Kalouta Professor: Tom Klinkowstein
Alexandra Kalouta Professor: Tom Klinkowstein
About Brands
60’s & 70’s
Specific
Objective
Denotative
Alexandra Kalouta Professor: Tom Klinkowstein
80’s & 90’s
Holistic
Suggestive
ConnotativeAbout Brands
Alexandra Kalouta Professor: Tom Klinkowstein
Today
Interactive
About Brands
Alexandra Kalouta Professor: Tom Klinkowstein
Today
Value
About Brands
Alexandra Kalouta Professor: Tom Klinkowstein
Today
Value
Values
About Brands
Alexandra Kalouta Professor: Tom Klinkowstein
The public’s voice
has become
stronger than ever.About Brands
Alexandra Kalouta Professor: Tom Klinkowstein
Future Brands
Before
Alexandra Kalouta Professor: Tom Klinkowstein
John
Future Brands
Before
Alexandra Kalouta Professor: Tom Klinkowstein
John
Future Brands
Before
Alexandra Kalouta Professor: Tom Klinkowstein
John “A Cool Car”
Future Brands
Before
Alexandra Kalouta Professor: Tom Klinkowstein
John “A Cool Car”+
Future Brands
Before
Alexandra Kalouta Professor: Tom Klinkowstein
John “A Cool Car”+ =
“Cool John”
Future Brands
Before
Alexandra Kalouta Professor: Tom Klinkowstein
“Cool John”
Future Brands
After
Alexandra Kalouta Professor: Tom Klinkowstein
“Cool John”
Future Brands
After
Alexandra Kalouta Professor: Tom Klinkowstein
“Cool John”
Future Brands
After
Alexandra Kalouta Professor: Tom Klinkowstein
“Cool John”
Future Brands
After
Alexandra Kalouta Professor: Tom Klinkowstein
“Cool John”
Future Brands
After
Alexandra Kalouta Professor: Tom Klinkowstein
“Cool John”
Future Brands
After
Alexandra Kalouta Professor: Tom Klinkowstein
“Cool John”
Future Brands
After
Alexandra Kalouta Professor: Tom Klinkowstein
“Cool John”
Future Brands
After
Alexandra Kalouta Professor: Tom Klinkowstein
The product gradually disappears.
Future Brands
Alexandra Kalouta Professor: Tom Klinkowstein
The product gradually disappears.
The consumer
is the Brand.
Future Brands
Alexandra Kalouta Professor: Tom Klinkowstein
Project
Information gathering tool
Alexandra Kalouta Professor: Tom Klinkowstein
Project
Findings:
People “live” online
More than 20 members
in less than 2 days
Alexandra Kalouta Professor: Tom Klinkowstein
Project
People “live” online
More than 20 members
in less than 2 days
Micro-communities
Common characteristics,
interaction & conversation
Findings:
Alexandra Kalouta Professor: Tom Klinkowstein
Project
People “live” online
More than 20 members
in less than 2 days
Micro-communities
Common characteristics,
interaction & conversation
Confidence
Positive reaction when
taking about themselves
Findings:
We Are
Kings
Project
Alexandra Kalouta Professor: Tom Klinkowstein
VIDEO Guidelines
Creatively amateurish aesthetic
No “BIG” idea.
A celebration of the “small”.
Online life, non invasive.
The public will complete the
message
