Post Modernism Marketing - Emotional Branding

(Ideas from Marc Gobe's book, "Brandjam")

Design is not only about aesthetic excellence. Designers nowadays are needed to accomplish an emotional connection between people and the products they consume. Through researching feelings we create ideas that reconnect the business world to people's subconscious desires.

"When you leverage design as an inspiration for your brand language, you also invite consumers to redesign their expectations."

The modernist approach to branding was influenced by the rigid forms and values of the industrial revolution (machinelike simplicity, smooth surfaces, no ornaments and decorations). Brands were "elitist" and "uncompromising". In todays economies, stimulation and change is a key factor. Leading brands have embraced cutting edge design. The consumer public has raised its brand expectations. It needs more stimulation and emotional involvement from a brand. We have moved to a post-modern approach, that cries for "evolutionary" and "innovative" brands.

If we are living in a world of movement, even the words we use have multiple and unfixed meanings. Brands and objects as well. Meanings are being created by people, not by designers.("Designers propose - Consumers dispose") Design need to further become less dogmatic and more about lifestyle and pleasure. Human experience, interaction, individuality and freedom of choice are the basis for a successful brand.

Is "white label design", giving the consumer the choice of customization, and thus more freedom, more interaction and more "human touch"?

Brands need to "revive their exhausted, overly familiar offerings", and connect with cultures to reach peoples hearts.

The term "Globilization" in the 80's, meant "standardization". In other words, brands represented a uniform product, that was sold all over the world, "only with a few changes" in marketing strategy. On the contrary, today we see a "hybridization - personalization" of brands worldwide.

According to the author, one of the aspects of "brand jamming is "to recognize a transcultural expression..."

We are have a tendency to transform old things to new, to refresh them. The "make-over" trend is seen in plenty TV shows. Adding new style to old goods. We are starting to get tired of old formats. People are starting to do that their own way. They are starting to customize, always putting their own lives first. "Service industries must provice comfortable, convenient accommodations for the living habits of individuals.