Tp3 Image, Branding and Cultural Heritage part1

TRAINING PACKAGE 3
- Image, Branding and Cultural Heritage
Module 1: Traditions and Cultural Heritage for Brand Identity, Contemporary Design and
Product Development

Marco Bravo
Michele Gasparoli
"DE-SME - Intelligent Furniture - Training for Design,
Environment and New Materials in SMEs"
Agreement n. 2009 - 2196 / 001 – 001

www.IntelligentFurniture.eu

© 2012, not for publication, only for use in direct relation
to the project

Cultural Heritage:

Cultural heritage is not limited to material manifestations, such
as monuments and objects that have been preserved over
time; it also encompasses living expressions and the
traditions that countless groups and communities worldwide
have inherited from their ancestors and transmit to their
descendants.

Intelligent Furniture – TP3: Image,
06/03/12 Branding and Cultural Heritage
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TP3-Image, Branding and Cultural Heritage

Cultural Heritage, from knowledge to product, through context

“The “intangible cultural heritage” means the practices,
representations, expressions, knowledge, skills – as well as
the instruments, objects, artefacts and cultural spaces
associated therewith – that communities, groups and, in some
cases, individuals recognize as part of their cultural heritage.”
UNESCO
Convention for the safeguarding of the intangible cultural heritage
Paris 2003

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TERRITORIAL HERITAGE
IS THE SUM OF EXPERIENCES, AND HISTORICAL
EVIDENCE OF CREATIVITY IN A GIVEN TERRITORY

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TERRITORIAL HERITAGE ARE ALSO THE SKILLS OF
ARTISANAL PRODUCTION , DIFFERENT TECHNIQUES
THAT CHARACTERIZE DIFFERENT PRODUCTION AREAS.

THESE INTANGIBLE PHENOMENA SHOULD BE
KEPT AND PRESERVED AS TANGIBLE ASSETS.

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Tradition and Innovation / The new role of crafts

Traditions of a productive community are inspiration to new
products development, and to build stronger corporate identity.

• for BRAND IDENTITY
• for PRODUCT IDENTITY
• for PRODUCT DEVELOPMENT

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BRAND IDENTITY

NOVO

IS A NEW ITALIAN DESIGN BRAND, STRONGLY ROOTED
IN HIS TERRITORY, THE TOSCANA.
NOVO’S NAMING, BRAND, AND CORPORATE IMAGE ARE
BASED ON THE FASHINATING TOSCANA COUNTRYSIDE,
INSPIRING A COHERENT MOOD.
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PRODUCT IDENTITY

BOURGIE

IS A PLASTIC CONTEMPORARY LAMP, BUT HIS SHAPE IS
INSPIRED TO A TYPICAL BAROQUE STYLE LAMP.

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PRODUCT DEVELOPMENT

CREAZIONI

CREAZIONI WORKS ON HANDCRAFTED FURNITURE,
WITH TRADITIONAL SHAPES, RE-ELABORATED WITH
CONTEPORARY COLORS AND DECORATIONS

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CASE STUDY

SAMARE

THE SEED OF THE OAK TREE, SYMBOL OF CANADA,
IS CALLED ‘SAMARA’

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SAMARE

a collective of 4 designers based in Montreal
takes their name from the oak seed.
They see themselves as ‘cultivators’, dedicated
to developing new directions for Canadian
Design and leaving behind iconographic
clichés in favour of a new style. They view
design as an instrument of innovation, firmly
rooted in its place of origin but with a unique
ability to transfer and inseminate cultural ideas
further afield.

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An example of this approach is seen in their
chaise longue which revisits the shape of a
traditional Canadian sled.
In this way, SAMARE transform traditional
Canadian cultural elements into examples of
contemporary furniture.

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The first collection designed by SAMARE
takes its starting point from a world in the
native Canadian language Awadare:
the babiche. The interwoven viscera typically
used to make snow shoes is intermixed for the
first time with structures crafted in steel.

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The babiche take their name from the French
adaptation of the word sisibabiche, a word
from the native American dialect meaning
‘petit-corde’ or ‘little rope’. For hundreds of
years this technique was used in
transportation and in numerous facets of
daily life; a great help for those travellers
face to face with Canada’s extreme climactic
conditions.

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By using this technique SAMARE not only
create an exclusive and unique collection
of contemporary design pieces, but also take
a key role in safeguarding a time honored
tradition in danger of extinction.

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DESIGN CREATE NEW MEANINGS, OBJECTS TELL THE
THEIR HISTORY AND THEIR OWN WORLD.THE
CONSUMER BUY MORE THAN ONE OBJECT,
HE BUY AN EXPERIENCE.

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Experience is a subjective event,
felt only by the person who has the
experienceExperience is ephemeral,
i.e., lasting only for the momentExperiences
not yet lived or felt
are called dreams Experiencing is the point
where
memory and imagination meet

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WHAT IS EXPERIENCE DESIGN?

There is no such thing as experience design.

You can’t design experience because
experiencing is in people.
You can design for experiencing,
however.You can design the scaffolding or
infrastructure that people can use to create their
own experiences. People are creative.

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HOW DO YOU DESIGN FOR EXPERIENCING?

1

The first step in learning to design for
experiencing is to take a new attitude about the
people who buy and use the products and
services you are designing. This attitude is to
respect their opinions and to respect their innate
creativity.

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HOW DO YOU DESIGN FOR EXPERIENCING?

2

Exploring what people do, what they say and
what they make, in relation to a new project, we
should able to understand the experience
domains of the ordinary people we are serving.

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The participatory attitude and the new tools
for design research are beginning to change
the shape of the design profession and
design education.

They demonstrate that ordinary people
can succesfully contribute to the design
development process at its very beginning.

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In the global market, a project
becomes more valuable when is able
to communicate its cultural
and geographic roots,
and when it is testimonial of a story.

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BRANDING E STORYTELLING

IS YOUR BRAND, AND IT’S GOODS, REPRESENTATIVE OF
THE CULTURAL AND TERRITORIAL HERITAGE OF THE
AREA IN WHICH IT IS LOCATED?

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What is a Brand?

BRAND NAME A name, term, sign, symbol or design,ora combination of
them,intendedto identify the goods or services of one
seller from those of competitors American Marketing Association

BRAND IMAGE A BRAND is a collection of actual and emotional
characteristics associated with the particularly identified
product or service and differentiates that product of
service from the rest of the marketplaceKeegan, Moriarty, Duncan
& Paliwoda, 1995, Marketing, Canadian Edition, Prentice Hall.

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From Identity to Equity

BRAND IDENTITY is the product of ALL the mental
representation and concepts associated to the brand,
this imaginary creates the conditions to build
a trustworthy capital: the BRAND EQUITY.

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LOGO IMAGE IDENTITY

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Brand isn’t about your Logo, tagline and glossy brochure.

A strong brand integrates multiple components:

CUSTOMER INTERACTIONS

EMPLOYEE COMMUNICATIONS

CORPORATE PHILOSOPHY

ADVERTISING/MARKETING EFFORTS

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The objectives that a good brand will achieve include:

CONFIRMS YOUR CREDIBILITY

CONNECTS YOUR TARGET

PROSPECTS EMOTIONALLY

MOTIVATES THE BUYER

CONCRETES USER LOYALTY

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How to succeed in branding

To succeed in branding you must understand the needs and
wants of your customers and prospects. You do this by
integrating your brand strategies through your company at
every point of public contact.Your brand resides within the
hearts and minds of customers, clients, and prospects. It is
the sum total of their experiences and perceptions, some
of which you can influence, and some that you cannot.
YOUR BRAND IS THE SOURCE OF A PROMISE TO YOUR
CONSUMER

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Brand goes beyond marketing

Imagine you are about to embark on a trip of a lifetime. You’ve received brochures for a luxury resort. The rooms are
lavish; the grounds impeccable. Photos of the restaurant’s signature dishes look delectable. You’re sold.You go to the
hotel. The room is musty and a tad dirty. The food is barely passable. Service is brusque and spotty at best. When you
complain to management, you’re met with indifference, or worse, silence. You leave disillusioned and disgusted. For all
the resort’s slick marketing, they’ve fallen woefully short.

Branding will not be successful without ensuring that all aspects of your
business reflect and support your intended brand.

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How To Define Your Brand

By defining who your brand is you create the foundation for
all other components to build on.
Your brand definition will serve as your measuring stick in
evaluating any and all marketing materials and strategies.
You will begin this process by answering some questions

howtodefineyoyrbrand.pdf

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Brand Image: Brand is about meanings

Your brand is the sum of total of all the meanings that all
your possible audiences carry around about you in their
heads and in their hearts

SPORT
DESIGN
FASHION
QUALITY
MEANS CHILD WORK
EXPENSE
HIP HOP CULTURE

brandandmeaning.pdf

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Brand purpose

Purpose: the motivation behind what we do.
What’s your brand purpose?
Elements of purpose:
AMBITION AND DESIRE

TALENT

RATIONAL INTENT

VALUES

CONTEXT

CREATION & IMMAGINATION

NARRATIVE

RESOURCES

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AMBITION AND DESIRE

We respond to the best brands because they capture some
aspect of our humanity and relect it back to us.
Look at your motivations, they will influence heavily what
you do with and to your brand

+
RATIONAL INTENT
=
BRAND STRATEGY

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TALENT
Do not overstimate, do not underestimate, recognize and develop it.

Two main categories:
1. Something you are already skilled at, or something you
can learn to do yourself cost-effectively enough to make it
appropriate for you to be be spending tim doing it.
2. Something that you’ll either ind really challenging or
even impossible to learn to do well, or that will take you
lot of time to learn and continue to do that you’d better
off paying someone else to do it.

talent.pdf

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BRIANZA WOODEN FURNITURE DISTRICT

Starts in 1700 From countryside to artisanal workshop.
Custom design for exhigent clients, french influence.
High specialization (in-house built machinaries)
1860 First school of training for artisan
Synergy between designer and architects -1820: the export
Creativity and innovation, care of details and elegance, the good
as a sinle piece of art
Design - Style boom: 1950 – 1960 – 1970

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This project has been funded with support from the European
Commission. This publication reflects the views only of the
author, and the Commission cannot be held responsible for
any use which may be made of the information contained
therein.

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Tp3 Image, Branding and Cultural Heritage part1

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Tp3 Image, Branding and Cultural Heritage part1