a certain tone of action - folksy summer school august 2013
Post on 15-Sep-2014
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I was invited to give a talk on brands and ideas at the inaugural Folksy Summer School in Sheffield over the weekend 10/11th August 2013. There's a video up here now you can watch of the whole talk - http://smithery.co/making/forget-tone-of-voice-find-a-certain-tone-of-action/ Besides the Folksy gang being brilliant (so I just couldn't say no), this was an opportunity to take a lot of the new thinking and ideas I've been formulating this year into a different kind of presentation - instead of thinking from large brand down, it made me think from indiviudal designer-maker up. In hindsight though, it's probably as applicable to big, established brands too. And anyone who tries to communicate what they're trying to achieve through their work.TRANSCRIPT
“work of” “goods made”
http://rivetin.gs/artefact
two types of
principleworkbut just one
what if there are dialectic and
dialogic structures & cultures too?
modern economics:
the value of a thing is determined by what one
is willing to give up to obtain the thing
The labour theory of value
the value of something is determined by the labour that went into its production
perhaps there’s a labour theory of
brand value**it might need a better name, mind
Field Notes
£0.99 £3.33per padper pad
“marketing is world building. With unlimited bandwidth we can now show you the world.”
@TobyBarnes
We’d rather buy this world...
...than this world
big brands find
factoryhollowthis hard because of their
make brand vaguely interesting& buy loads of media
make product very efficiently
Marx was half right...
it’s not about the
meansof production
http://rivetin.gs/sneveoslo
it’s about themeaningin production
Labour theory of brand value:
you have to make everything with the infinite canvas of the internet in mind http://rivetin.gs/legoinside
I’m really interested in the making of ‘it’ -where the making is part of the story of the ‘it’...
thomas heatherwick
“”
http://rivetin.gs/heatherwick
four ways to break apartdialectic brandsand make them actually useful in a year that doesn’t start with 19..
“It’s not research and development, but persistence of vision...”
Stuart WoodHead of innovationHeatherwick studio
thank youjohn v willshire
http://smithery.co@willsh
artefact Cards
http://shop.smithery.co