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FUTUREBRANDS
Alexandra Kalouta Professor: Tom Klinkowstein
A b o u t B r a n d s Fu t u r e B r a n d s P r o j e c t
Alexandra Kalouta Professor: Tom Klinkowstein
A b o u t B r a n d s Fu t u r e B r a n d s P r o j e c t
60’s & 70’s
Specific
Objective
Denotative
Alexandra Kalouta Professor: Tom Klinkowstein
Fu t u r e B r a n d s P r o j e c t
80’s & 90’s
Holistic
Suggestive
ConnotativeA b o u t B r a n d s
Alexandra Kalouta Professor: Tom Klinkowstein
Fu t u r e B r a n d s P r o j e c t
Today
Interactive
A b o u t B r a n d s
Alexandra Kalouta Professor: Tom Klinkowstein
Fu t u r e B r a n d s P r o j e c t
Today
Value
A b o u t B r a n d s
Alexandra Kalouta Professor: Tom Klinkowstein
Fu t u r e B r a n d s P r o j e c t
Today
Value
Values
A b o u t B r a n d s
Alexandra Kalouta Professor: Tom Klinkowstein
Fu t u r e B r a n d s P r o j e c t
The public’s voice
has become
stronger than ever.A b o u t B r a n d s
Alexandra Kalouta Professor: Tom Klinkowstein
P r o j e c tFu t u r e B r a n d sA b o u t B r a n d s
Before
Alexandra Kalouta Professor: Tom Klinkowstein
John
P r o j e c tFu t u r e B r a n d sA b o u t B r a n d s
Before
Alexandra Kalouta Professor: Tom Klinkowstein
John
P r o j e c tFu t u r e B r a n d sA b o u t B r a n d s
Before
Alexandra Kalouta Professor: Tom Klinkowstein
John “A Cool Car”
P r o j e c tFu t u r e B r a n d sA b o u t B r a n d s
Before
Alexandra Kalouta Professor: Tom Klinkowstein
John “A Cool Car”+
P r o j e c tFu t u r e B r a n d sA b o u t B r a n d s
Before
Alexandra Kalouta Professor: Tom Klinkowstein
John “A Cool Car”+ =
“Cool John”
P r o j e c tFu t u r e B r a n d sA b o u t B r a n d s
Before
Alexandra Kalouta Professor: Tom Klinkowstein
“Cool John”
P r o j e c tFu t u r e B r a n d sA b o u t B r a n d s
After
Alexandra Kalouta Professor: Tom Klinkowstein
“Cool John”
P r o j e c tFu t u r e B r a n d sA b o u t B r a n d s
After
Alexandra Kalouta Professor: Tom Klinkowstein
“Cool John”
P r o j e c tFu t u r e B r a n d sA b o u t B r a n d s
After
Alexandra Kalouta Professor: Tom Klinkowstein
“Cool John”
P r o j e c tFu t u r e B r a n d sA b o u t B r a n d s
After
Alexandra Kalouta Professor: Tom Klinkowstein
“Cool John”
P r o j e c tFu t u r e B r a n d sA b o u t B r a n d s
After
Alexandra Kalouta Professor: Tom Klinkowstein
“Cool John”
P r o j e c tFu t u r e B r a n d sA b o u t B r a n d s
After
Alexandra Kalouta Professor: Tom Klinkowstein
“Cool John”
P r o j e c tFu t u r e B r a n d sA b o u t B r a n d s
After
Alexandra Kalouta Professor: Tom Klinkowstein
“Cool John”
P r o j e c tFu t u r e B r a n d sA b o u t B r a n d s
After
Alexandra Kalouta Professor: Tom Klinkowstein
The product gradually disappears.
P r o j e c tFu t u r e B r a n d sA b o u t B r a n d s
Alexandra Kalouta Professor: Tom Klinkowstein
The product gradually disappears.
The consumer
is the Brand.
P r o j e c tFu t u r e B r a n d sA b o u t B r a n d s
Alexandra Kalouta Professor: Tom Klinkowstein
A b o u t B r a n d s Fu t u r e B r a n d s P r o j e c t
Information gathering tool
Alexandra Kalouta Professor: Tom Klinkowstein
A b o u t B r a n d s Fu t u r e B r a n d s P r o j e c t
Findings:
People “live” online
More than 20 members
in less than 2 days
Alexandra Kalouta Professor: Tom Klinkowstein
A b o u t B r a n d s Fu t u r e B r a n d s P r o j e c t
People “live” online
More than 20 members
in less than 2 days
Micro-communities
Common characteristics,
interaction & conversation
Findings:
Alexandra Kalouta Professor: Tom Klinkowstein
A b o u t B r a n d s Fu t u r e B r a n d s P r o j e c t
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
A b o u t B r a n d s Fu t u r e B r a n d s P r o j e c t
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
Alexandra Kalouta Professor: Tom Klinkowstein
A b o u t B r a n d s Fu t u r e B r a n d s P r o j e c t
