thesis2 d
TRANSCRIPT
![Page 1: Thesis2 d](https://reader030.vdocuments.net/reader030/viewer/2022020122/5552cbd6b4c905920f8b50b7/html5/thumbnails/1.jpg)
FUTUREBRANDS
Alexandra Kalouta Professor: Tom Klinkowstein
![Page 2: Thesis2 d](https://reader030.vdocuments.net/reader030/viewer/2022020122/5552cbd6b4c905920f8b50b7/html5/thumbnails/2.jpg)
Alexandra Kalouta Professor: Tom Klinkowstein
About Brands
60’s & 70’s
Specific
Objective
Denotative
![Page 3: Thesis2 d](https://reader030.vdocuments.net/reader030/viewer/2022020122/5552cbd6b4c905920f8b50b7/html5/thumbnails/3.jpg)
Alexandra Kalouta Professor: Tom Klinkowstein
80’s & 90’s
Holistic
Suggestive
ConnotativeAbout Brands
![Page 4: Thesis2 d](https://reader030.vdocuments.net/reader030/viewer/2022020122/5552cbd6b4c905920f8b50b7/html5/thumbnails/4.jpg)
Alexandra Kalouta Professor: Tom Klinkowstein
Today
Interactive
About Brands
![Page 5: Thesis2 d](https://reader030.vdocuments.net/reader030/viewer/2022020122/5552cbd6b4c905920f8b50b7/html5/thumbnails/5.jpg)
Alexandra Kalouta Professor: Tom Klinkowstein
Today
Value
About Brands
![Page 6: Thesis2 d](https://reader030.vdocuments.net/reader030/viewer/2022020122/5552cbd6b4c905920f8b50b7/html5/thumbnails/6.jpg)
Alexandra Kalouta Professor: Tom Klinkowstein
Today
Value
Values
About Brands
![Page 7: Thesis2 d](https://reader030.vdocuments.net/reader030/viewer/2022020122/5552cbd6b4c905920f8b50b7/html5/thumbnails/7.jpg)
Alexandra Kalouta Professor: Tom Klinkowstein
The public’s voice
has become
stronger than ever.About Brands
![Page 8: Thesis2 d](https://reader030.vdocuments.net/reader030/viewer/2022020122/5552cbd6b4c905920f8b50b7/html5/thumbnails/8.jpg)
Alexandra Kalouta Professor: Tom Klinkowstein
Future Brands
Before
![Page 9: Thesis2 d](https://reader030.vdocuments.net/reader030/viewer/2022020122/5552cbd6b4c905920f8b50b7/html5/thumbnails/9.jpg)
Alexandra Kalouta Professor: Tom Klinkowstein
John
Future Brands
Before
![Page 10: Thesis2 d](https://reader030.vdocuments.net/reader030/viewer/2022020122/5552cbd6b4c905920f8b50b7/html5/thumbnails/10.jpg)
Alexandra Kalouta Professor: Tom Klinkowstein
John
Future Brands
Before
![Page 11: Thesis2 d](https://reader030.vdocuments.net/reader030/viewer/2022020122/5552cbd6b4c905920f8b50b7/html5/thumbnails/11.jpg)
Alexandra Kalouta Professor: Tom Klinkowstein
John “A Cool Car”
Future Brands
Before
![Page 12: Thesis2 d](https://reader030.vdocuments.net/reader030/viewer/2022020122/5552cbd6b4c905920f8b50b7/html5/thumbnails/12.jpg)
Alexandra Kalouta Professor: Tom Klinkowstein
John “A Cool Car”+
Future Brands
Before
![Page 13: Thesis2 d](https://reader030.vdocuments.net/reader030/viewer/2022020122/5552cbd6b4c905920f8b50b7/html5/thumbnails/13.jpg)
Alexandra Kalouta Professor: Tom Klinkowstein
John “A Cool Car”+ =
“Cool John”
Future Brands
Before
![Page 14: Thesis2 d](https://reader030.vdocuments.net/reader030/viewer/2022020122/5552cbd6b4c905920f8b50b7/html5/thumbnails/14.jpg)
Alexandra Kalouta Professor: Tom Klinkowstein
“Cool John”
Future Brands
After
![Page 15: Thesis2 d](https://reader030.vdocuments.net/reader030/viewer/2022020122/5552cbd6b4c905920f8b50b7/html5/thumbnails/15.jpg)
Alexandra Kalouta Professor: Tom Klinkowstein
“Cool John”
Future Brands
After
![Page 16: Thesis2 d](https://reader030.vdocuments.net/reader030/viewer/2022020122/5552cbd6b4c905920f8b50b7/html5/thumbnails/16.jpg)
Alexandra Kalouta Professor: Tom Klinkowstein
“Cool John”
Future Brands
After
![Page 17: Thesis2 d](https://reader030.vdocuments.net/reader030/viewer/2022020122/5552cbd6b4c905920f8b50b7/html5/thumbnails/17.jpg)
Alexandra Kalouta Professor: Tom Klinkowstein
“Cool John”
Future Brands
After
![Page 18: Thesis2 d](https://reader030.vdocuments.net/reader030/viewer/2022020122/5552cbd6b4c905920f8b50b7/html5/thumbnails/18.jpg)
Alexandra Kalouta Professor: Tom Klinkowstein
“Cool John”
Future Brands
After
![Page 19: Thesis2 d](https://reader030.vdocuments.net/reader030/viewer/2022020122/5552cbd6b4c905920f8b50b7/html5/thumbnails/19.jpg)
Alexandra Kalouta Professor: Tom Klinkowstein
“Cool John”
Future Brands
After
![Page 20: Thesis2 d](https://reader030.vdocuments.net/reader030/viewer/2022020122/5552cbd6b4c905920f8b50b7/html5/thumbnails/20.jpg)
Alexandra Kalouta Professor: Tom Klinkowstein
“Cool John”
Future Brands
After
![Page 21: Thesis2 d](https://reader030.vdocuments.net/reader030/viewer/2022020122/5552cbd6b4c905920f8b50b7/html5/thumbnails/21.jpg)
Alexandra Kalouta Professor: Tom Klinkowstein
“Cool John”
Future Brands
After
![Page 22: Thesis2 d](https://reader030.vdocuments.net/reader030/viewer/2022020122/5552cbd6b4c905920f8b50b7/html5/thumbnails/22.jpg)
Alexandra Kalouta Professor: Tom Klinkowstein
The product gradually disappears.
Future Brands
![Page 23: Thesis2 d](https://reader030.vdocuments.net/reader030/viewer/2022020122/5552cbd6b4c905920f8b50b7/html5/thumbnails/23.jpg)
Alexandra Kalouta Professor: Tom Klinkowstein
The product gradually disappears.
The consumer
is the Brand.
Future Brands
![Page 24: Thesis2 d](https://reader030.vdocuments.net/reader030/viewer/2022020122/5552cbd6b4c905920f8b50b7/html5/thumbnails/24.jpg)
Alexandra Kalouta Professor: Tom Klinkowstein
Project
Information gathering tool
![Page 25: Thesis2 d](https://reader030.vdocuments.net/reader030/viewer/2022020122/5552cbd6b4c905920f8b50b7/html5/thumbnails/25.jpg)
Alexandra Kalouta Professor: Tom Klinkowstein
Project
Findings:
People “live” online
More than 20 members
in less than 2 days
![Page 26: Thesis2 d](https://reader030.vdocuments.net/reader030/viewer/2022020122/5552cbd6b4c905920f8b50b7/html5/thumbnails/26.jpg)
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:
![Page 27: Thesis2 d](https://reader030.vdocuments.net/reader030/viewer/2022020122/5552cbd6b4c905920f8b50b7/html5/thumbnails/27.jpg)
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
![Page 28: Thesis2 d](https://reader030.vdocuments.net/reader030/viewer/2022020122/5552cbd6b4c905920f8b50b7/html5/thumbnails/28.jpg)
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