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
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“work of” “goods made”
http://rivetin.gs/artefact
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two types of
principleworkbut just one
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what if there are dialectic and
dialogic structures & cultures too?
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modern economics:
the value of a thing is determined by what one
is willing to give up to obtain the thing
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The labour theory of value
the value of something is determined by the labour that went into its production
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perhaps there’s a labour theory of
brand value**it might need a better name, mind
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Field Notes
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£0.99 £3.33per padper pad
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“marketing is world building. With unlimited bandwidth we can now show you the world.”
@TobyBarnes
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We’d rather buy this world...
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...than this world
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big brands find
factoryhollowthis hard because of their
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make brand vaguely interesting& buy loads of media
make product very efficiently
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Marx was half right...
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it’s not about the
meansof production
http://rivetin.gs/sneveoslo
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it’s about themeaningin production
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Labour theory of brand value:
you have to make everything with the infinite canvas of the internet in mind http://rivetin.gs/legoinside
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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
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four ways to break apartdialectic brandsand make them actually useful in a year that doesn’t start with 19..
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“It’s not research and development, but persistence of vision...”
Stuart WoodHead of innovationHeatherwick studio
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thank youjohn v willshire
http://smithery.co@willsh
artefact Cards
http://shop.smithery.co