Emptiness in brand communication
Yesterday successfull brand communication was defined by the old message/communicator/listener model. Simple structure, precise message (hopefully), one-way – a monolog. Look over here, we’re cool – buy or die. Today (thankfully) this model has been replaced, the world has become far more complex. Now successfull branding and brand communication is based on conversations, on dialogs. On dialogs between customers/clients, on dialogs between the company and the customers/clients. Conversations with a human voice.
Evoking this kind of conversations requires a totally different approach in comunication design. Now there is no sense in creating closed/completed messages. When you complete the message too much, there is no room for the viewer/customer/client to involve himself. You need to concentrate on the (brand) essentials and leave bits of space. Small spaces of emptiness to be filled by the viewer. People want to talk about things they can relate to. So there needs to be room left for them.
As a consequence there is no single story about you, your company or your product. No single plot you have total control of. You are not the ‘owner’ of the conversation, you are a participant at eye level. Learn to listen carefully and find your human voice.
LichtRegion — Positionen und Perspektiven im Ruhrgebiet
Just arrived, fresh from the press: »LichtRegion — positions and prospects in the ruhr area«. The book combines selected contributions and perspectives to the topic of light in urban environments and offers an approach to apply the tools of light planning to a regional context.
LichtRegion — Positionen und Perspektiven im Ruhrgebiet
Softcover, 240 pages, german language
Klartext Verlag, Essen, 2010
ISBN 978-3-8375-0404-0, € 24,95
Eds.: Dennis Köhler, Manfred Walz, Stefan Hochstadt
University of Applied Sciences Dortmund, department of architecture,
research program »Licht_Raum«
Sponsored by: RWE Stiftung
Contributing authors: Hans Blossey, Barbara Griefahn, Rainer Guski, Thomas Hackenfort, Stefan Hochstadt, Gerd Kivelitz, Dennis Köhler, Mischa Kuball, Ryuzo Ohno, Ferdinando Patat, Manfred Walz
Future of design — 13. KoelnDesign Gruender- und Profitag
I attended a one-day conference in cologne on tuesday last week about the future of design. The event was hosted by Kölndesign, platform for design and business. For everyone who has missed this very inspiring event I want to share some notes about the lectures. I warmly recommend you to read online about the lecturer, just refer to my links set below.
David Grasekamp, creative director at mowaii and board member, gave a short introduction about KölnDesign and underlined the fact that at its foundation KölnDesign was the first and only association or initiative in germany aiming on assisting and supporting designers, and not on supporting design. Yes, that’s a big difference!
Joachim Kobuss, coach and scout for designers and entrepreneurs, attempted to work out a draft of the future of design together with the audience. He outlined how to position a highly specialized and authentic design service on the market and how to be preceived as a professional design consultant and entrepreneur.
Christof Schreckenberg, representative of the federal initiative »Kultur- und Kreativwirtschaft« (Culture and Creative Industries), presented the winners of the contest »Kultur- und Kreativpiloten Deutschland«, gave a short introduction into the work of the initiative and put emphasis on the vast creation of value in our industry. My favorite from the contest: dark horse from berlin! Design Thinking put into business. Applause!
Holger Nils Pohl, concept designer and chairman of KölnDesign, gave a lecture about (social) networks and networking, and how to improve networks to become intelligent systems wherein innovation and creativity can flourish and new ideas gain momentum. Very inspiring!
Barbara Ströbele, finance and insurance consultant, addressed the topic of financial and insurance protection for designers and how this field will evolve in the future.
Prof. Torsten Stapelkamp, interaction designer and design professor at FH Hof, stated that design today is passion for creativity and entrepreneurship. Design is making sense and business. The future of design in a nutshell! Just perfect!
Sabine Zentek, lawyer specializing in copyright and design law, gave a valuable insight into the legal protection of creative work and illustrated it with various examples from her experience. Did you know: the term »design« isn’t mentioned once in german copyright law… You can only rely on the notion »applied art«. How outdated is that?! Weird…
One day is such a short time to approach this very complex topic — the future of design. It’s not an easy task to keep it thrilling and inspiring throughout the day and to avoid being superficial, just scratching the surface. But they really made it a perfect experience! With inspiring people sharing profound information, personal experiences and professional expertise. Thanks to the lecturers, the organizers and all the committed people at Kölndesign for making this day happen!
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Oliver Schwarz shares his photographs he took during the event on his flickr account, have a look.