Post by account_disabled on Mar 5, 2024 23:38:34 GMT -5
Arand requires managing patterns, and not just messages that are repeated and repeated over time. In times of frames (let's remember G. Lakoff and his elephant) I think that the proposal of Marc Shillum, director of the multidisciplinary design studio Method, is frankly interesting. A few days ago Fast Company magazine published an article on this topic. The function of the brain is, especially, to discriminate, to choose. Deciding is, in reality, an action of discarding. To optimize these selection processes, the brain uses a very economical resource: the frame. And it continues: aqua bottle “Patterns are unique in the fact that they create consistency around difference and variation. Creating a consistent brand capable of existing in today’s agile and iterative environment begins with the formulation of coherent patterns. And a brand’s strategy, identity, products, services, and user experience design must be interdependent in order to create this coherent pattern”. The topic of frames has had a lot of academic literature for several decades (much of it thanks to the work of Erving Goffman) and, later, due to the relationships between framing and agenda-setting theory (for example, they have more presence in the agenda certain topics and genres.
It is true that framing is a theory that in the field of brand communication has two perspectives: the creation of content and the consumption of content. Possibly branding has worked more on the second part: that of content consumption. I suppose that part of the current that links brand management and archetypes connects more closely with the first part: content creation. What is evident is that the frames are not strictly ideological realities, but rather respond to values inherent to the cultural reality of the company, its environment, its unique characteristics, its relationships and the biographies of Industry Email List the people directly involved. in brand management. In the end, the concept of a symbol is crucial as a container for a dense and intangible reality that generates meanings. In this way, communication is also interpretation based on certain cultural resonances that generate new readings and experiences. It is evident thalenge is, at this point, to safeguard the consistency of the brand when we are aware that we cannot repeat the messages: «To maintain a brand’s value in the future, one must begin by understanding the basics of cognitive psychology — how people judge human consistency and anomalies of character, and how people perceive human relationships.
This reveals greater understanding of how to achieve consistency beyond repetition. Consistency is still at the heart of a brand’s value, but in this fluid and agile world, repetition cannot be the only rule». I admit that I have been thinking about the issue of consistency in brand management for several months, although I am increasingly aware that perhaps it is a waning concern among companies and even certain agents in the communication sector. Obviously the challenge for brand managers is enormous. Here brand content in the form of stories takes center stage because it generates a story that is expressed in multiple media and formats, the narrative is humanized, it connects in a dispersed way, memory and connection are increased, and it transmits emotional and rational benefits.The country is especially weak when it comes to intellectual property, with a worrying shortage of patents. Expenditures on innovation are scarce and hinder the entrepreneurial spirit. All of this, together, places Spain in the furthest position from the leaders in innovation.
It is true that framing is a theory that in the field of brand communication has two perspectives: the creation of content and the consumption of content. Possibly branding has worked more on the second part: that of content consumption. I suppose that part of the current that links brand management and archetypes connects more closely with the first part: content creation. What is evident is that the frames are not strictly ideological realities, but rather respond to values inherent to the cultural reality of the company, its environment, its unique characteristics, its relationships and the biographies of Industry Email List the people directly involved. in brand management. In the end, the concept of a symbol is crucial as a container for a dense and intangible reality that generates meanings. In this way, communication is also interpretation based on certain cultural resonances that generate new readings and experiences. It is evident thalenge is, at this point, to safeguard the consistency of the brand when we are aware that we cannot repeat the messages: «To maintain a brand’s value in the future, one must begin by understanding the basics of cognitive psychology — how people judge human consistency and anomalies of character, and how people perceive human relationships.
This reveals greater understanding of how to achieve consistency beyond repetition. Consistency is still at the heart of a brand’s value, but in this fluid and agile world, repetition cannot be the only rule». I admit that I have been thinking about the issue of consistency in brand management for several months, although I am increasingly aware that perhaps it is a waning concern among companies and even certain agents in the communication sector. Obviously the challenge for brand managers is enormous. Here brand content in the form of stories takes center stage because it generates a story that is expressed in multiple media and formats, the narrative is humanized, it connects in a dispersed way, memory and connection are increased, and it transmits emotional and rational benefits.The country is especially weak when it comes to intellectual property, with a worrying shortage of patents. Expenditures on innovation are scarce and hinder the entrepreneurial spirit. All of this, together, places Spain in the furthest position from the leaders in innovation.