Reflect on what youve learned from reading the material and watching the videos. Elaborate on the three most important concepts or ideas that you can take forward in your future work.
Marty Neumeier presented a lot of great insights in this month’s readings and videos. The really big idea is the Zag. Neumeier says, “When focus is paired with differentiation, supported by a trend, and surrounded by compelling communications, you have the basic ingredients of a zag.” (2013). He goes into the 17 checkpoints that address four key elements of a zag—differentiation, focus, trend, and communications. This is a concept that resonates, and will always be with me.
The first three checkpoints are: Who are you? What do you do? And what’s your vision? He says, “The first step in building a brand is to look inside and see where the raw energy will come from.” (2013). This applies to companies and individuals. This brought one of my favorite paintings to mind - Paul Gauguin’s most famous painting - “Where do we come from? What are we? Where are we going?” He considered it his masterpiece, and the culmination of his thoughts. I find the correlation between the two concepts very interesting.
Another great concept is Alina Wheeler’s 9 Ideals in Designing Brand Identity: Vision, Meaning, Authenticity, Differentiation, Sustainability, Coherence, Flexibility, Commitment and Value. As Wheeler says: “Ideals are essential to a responsible creative process.” (2013). Applying these ideals in the brand design process really gives a brand substance, and weight.
One of the things that I have learned in the past 3 months of this program is the importance of analysis in brand development. Kathryn Best presents “tools and methods for identifying design opportunities.” The PEST analysis lists the Political, Economic, Social and Technological factors that affect an organisation’s product or service. By identifying trends in these four areas, organisations can plan ahead. A SWOT analysis is used to identify the Strengths, Weaknesses, Opportunities and Threats. I can see the application of these tools going beyond brand design and into the actual administration of a company. We’re talking big picture. I am happy to have these tools in my toolbox.
Resources:
Neumeier, M. (2013). ZAG: The #1 Strategy of High-Performance Brands. Pearson Learning Solutions. VitalBook file.
Wheeler, A. (2013). Designing Brand Identity: An Essential Guide for the Whole Branding Team, 4th Edition. John Wiley & Sons P&T, 10/22/12. VitalBook file.
Best, K. (2013). Design Management: Managing Design Strategy, Process and Implementation. AVA Publishing, 10/2006. VitalBook file.
Reflect on what youve learned from reading the material and watching the videos. Elaborate on the three most important concepts or ideas that you can take forward in your future work.
Marty Neumeier presented a lot of great insights in this month’s readings and videos. The really big idea is the Zag. Neumeier says, “When focus is paired with differentiation, supported by a trend, and surrounded by compelling communications, you have the basic ingredients of a zag.” (2013). He goes into the 17 checkpoints that address four key elements of a zag—differentiation, focus, trend, and communications. This is a concept that resonates, and will always be with me.
The first three checkpoints are: Who are you? What do you do? And what’s your vision? He says, “The first step in building a brand is to look inside and see where the raw energy will come from.” (2013). This applies to companies and individuals. This brought one of my favorite paintings to mind - Paul Gauguin’s most famous painting - “Where do we come from? What are we? Where are we going?” He considered it his masterpiece, and the culmination of his thoughts. I find the correlation between the two concepts very interesting.
Another great concept is Alina Wheeler’s 9 Ideals in Designing Brand Identity: Vision, Meaning, Authenticity, Differentiation, Sustainability, Coherence, Flexibility, Commitment and Value. As Wheeler says: “Ideals are essential to a responsible creative process.” (2013). Applying these ideals in the brand design process really gives a brand substance, and weight.
One of the things that I have learned in the past 3 months of this program is the importance of analysis in brand development. Kathryn Best presents “tools and methods for identifying design opportunities.” The PEST analysis lists the Political, Economic, Social and Technological factors that affect an organisation’s product or service. By identifying trends in these four areas, organisations can plan ahead. A SWOT analysis is used to identify the Strengths, Weaknesses, Opportunities and Threats. I can see the application of these tools going beyond brand design and into the actual administration of a company. We’re talking big picture. I am happy to have these tools in my toolbox.
Resources:
Neumeier, M. (2013). ZAG: The #1 Strategy of High-Performance Brands. Pearson Learning Solutions. VitalBook file.
Gauguin, P. (1897) Museum of Fine Arts, Boston. Retrieved from http://www.wikipaintings.org/en/paul-gauguin/where-do-we-come-from-what-are-we-where-are-we-going-1897
Wheeler, A. (2013). Designing Brand Identity: An Essential Guide for the Whole Branding Team, 4th Edition. John Wiley & Sons P&T, 10/22/12. VitalBook file.
Best, K. (2013). Design Management: Managing Design Strategy, Process and Implementation. AVA Publishing, 10/2006. VitalBook file.