naked brew, 23rd november: 'bauhaus: a blueprint for brand purpose

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WHAT IS IT ALL ABOUT?

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Brand purpose

© 2014 Naked Communications All Rights Reserved4

The Story of the Bauhaus

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PRE-WAR GERMANY: TRADITION AND DEFERENCE


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DEFEAT SWEPT THIS ALL ASIDE… CLEARING THE WAY FOR A NEW ERA



Edit of ‘Golden Twenties’ era video footage

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OUT WITH OUTDATED ROMANTICISM


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THE FUTURE WAS MODERNISM



Walter Gropius

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DRIVEN BY ONE CORE BELIEF: ART AND CRAFT ARE OF EQUAL VALUE



A New Curriculum


To unify art and craftsmanship into a single discipline:

“Let us … create the new building of the future that will unite every discipline, architecture and sculpture and painting”

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The Bauhaus Manifesto


Form follows function


But for the Nazis, Bauhaus was ‘degenerate’

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THE INSTITUTION WAS GONE, BUT THE PRINCIPLES LIVED ON



1958 Seagram Building

Ludwig Mies van der Rohe

1961 IBM Research Centre

Marcel Breuer

1963 MetLife Building Walter Gropius

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ITS CONTINUING INFLUENCE CAN BE SEEN TO THIS DAY


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WHAT CAN BAUHAUS TEACH US ABOUT BRAND PURPOSE?


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A CLEAR PURPOSE ACTS AS THE BRAND’S ‘NORTH STAR’



1919-25 Location: Weimar

Director: Walter Gropius

1925-32 Location: Dessau

Directors: Walter Gropius Hannes Meyer

Ludwig Mies van der Rohe

1932-33 Location: Berlin

Director: Ludwig Mies van der Rohe

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A COMPELLING PURPOSE KEEPS A BRAND TRUE TO ITSELF


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A STRONG PURPOSE OPENS UP THE ‘ADJACENT POSSIBLE’


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A SHARED PURPOSE UNITES AN ENTIRE ORGANISATION


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A DEEPLY HELD PURPOSE HOLDS BRANDS TO A HIGHER STANDARD



Five lessons from the Bauhaus

1. A clear purpose acts as a North Star

2. A compelling purpose keeps a brand true to itself

3. A strong purpose opens up the ‘adjacent possible’

4. A shared purpose unites an organisation

5. A deeply held purpose holds a brand to a higher standard

naked brew, 23rd november: 'bauhaus: a blueprint for brand purpose

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