Our next responsive session involved looking at brands and companies in terms of how they connect with their audience, and what their main core values are.
Core values initially, are the guiding principles by which a brand or a company can stick to when they 'conduct business' I.e make something. These are important because they are the determinable factors by which a brand becomes motivated and has the ideas and solutions to any rising problems.
You can also look at brands as 'adjectives', humanising their identity. Looking at the human relationship, what is it that will move you, or make you feel an emotion? And how can you bring that to the brands image?
Some examples of existing brands that humanise themselves are Tesco's "Every little helps" slogan. Or even John Lewis who visually show this in their Christmas promotional adverts every year. They take the act of kindness, gift giving or love and make a narrative out of it in order to bring it's audience a sense of compassion and belonging at this time of year. They set themselves apart from other adverts because of their unique to others in their field, but familiar to us (the human)'s core values.
We were also advised to look at our responsive brief differently. Pose it as a question and try and find multiple answers until one of them is more refined and suitable. Take advantage of the reliability of the brand, emphasise it and humanise it. That way you can view the brand in a different light, but still understand the essence of what they are asking of you.
No comments:
Post a Comment