Research outline

FIRST OBSERVATION

There has been a tendency over the past ten years for brands to aproach the public in a different way. Branding has started to become more human. The first visual sign of that approach is the logo, the identifier of a brand. Taking as an example the new “refreshed” logos of companies like Wallmart, Discovery Channel, Kraft foods, Cheer and Sysco, we are witnessing that corporate visual identities nowadays are becoming “warmer” and “fuzzier”. Curvy, organic shapes, lowercase letters, warmer color pallets, green “environmental” details and three dimensional effects, that create the illusion of movement, are some of the elements that show that companies seek to re-brand themselves as more “human”, sensitive to the public’s needs and caring towards the consumer. The financial recession has affected the visual result as well, as brands need to find ways to attract the consumers attention. And what better way than to identify their image and value with the consumers. Undoubtedly, traditional branding has evolved to a more empathetic and engaging discipline that focuses on peoples experiences and feelings.

BRIEF HISTORY OF BRANDING - EXAMPLES

The branding of goods, from the ancient years and through its evolution, always served the public's needs. Consumers needed to identify what they were buying, merchants had to make their products recognizable, large groups of people had to access information about the goods and services available to them. We see that Branding was born out of simple everyday need. As societies progressed, especially from the Industrial Revolution onwards, branding was not a pure information provider, but an identifying factor of a specific vendor or manufacturer. Competitiveness created a need to make ones products not only recognizable, but distinguished as well. Branding was a key advertising tool. As corporations progressed and the manufacturing process provided Western societies with an abundance of consumable products, the need for advertising campaigns and integrated marketing solutions became evident. In the twentieth century branding has evolved to a necessary marketing tool, always in need of design.

In the 1950's branding was associated with the actual physical product, i.e. a magazine, a service, an ice cream. Emotional attachment with brands and labels started to emerge in the 60's. We are starting to witness similar products that have their own team of followers (i.e. Coca Cola and Pepsi). In the 80's big corporations spread their brand in more than one product. They demonstrated their power through sponsorship. The corporation was the actual brand. Furthermore, in the 90's, branding became even more powerful. The holistic aspects of branding are starting to show. The visual and sentimental part of a brand, makes it even stronger that the actual product.

BRANDING OF TODAY
This leads us to today's branding trend, where experience and customization is far more important that the product sold. Brands are approaching the human needs of belonging and experiencing even more. An open dialog between brands and consumers may be just around the corner. Customization allows brands to invade in anyone's personal world. Finally, a holistic approach to branding is what we already starting to experience as consumers. Brands will take the public's feelings and senses (vision, sound, smell, taste, touch) a lot more seriously. Starbucks, with its "sensory uniqueness" can be used as an example. "We are not in the coffee business serving people, but in the people business serving coffee", are the words of Howard Schultz, the pioneer and Chairman of Starbucks. Brands have became iconic, interactive and part of a whole attitude; they evolved around people, their individuality, habits and needs. They create a strong Belief System around them. Visual identities are designed to provide a whole atmosphere, rather than informing the public about the product. As information is available to consumers more than never before (through the interner), branding has to act as a strong visual and contectual reminder Brands like Starbucks, Apple, Google etc, have become iconic brands, focusing not only in the brand image, but the brand experience as well.

THE UNDERGROUND BRAND: FROM CORPORATE TO SOCIAL - EXAMPLES

Branding has evolved from being a corporate issue, to a holistic communication approach, relevant to social issues. In the beginning of the 21st century, we have witnessed the emerging of the Underground Brand. The interesting parameter of underground brands is that (unlike conventional brands that “attach” lifestyle ideas and an atmosphere, to existing products) they use a lifestyle idea, an aura or a statement as a starting point, and create products or services to communicate that. It is not about the product. The product is the medium to communicate an idea. The creation of underground brands and the tendency of "branding the outsider" is not new. Many brands have started out as being small family businesses with vision, but at the same time authenticity. Branding has evolved them in "household names" and of course profits have risen. Cosmetic companies like Kiehls and The Bodyshop have followed the same path, with the later having endangered its credibility, authenticity and public trust.

DIGITAL REALITY AND BRANDING

In a digital world where our attention span is limited and the aesthetic part of design is becoming invisible, designers are challenged to catch the audiences eyes with alternative aesthetic and conceptual tools. Another element that has lately emerged in branding is interactivity, maybe an outcome of this new digital reality we live in. The Internet has given Brands the opportunity to interact with the public. Ergonomics, psychology and user experience is one the main focuses of Branding today. Aspects of play, reward and surprise must be part of any successful brand in order to attract and maintain the attention of the consumer. Design has become invisible, so brands need to focus on feelings rather that visual components to communicate their products and values.

SOCIAL MARKETING - EXAMPLES

Social and environmental ideas and values, alongside with the tendency to "do the right thing", within a community, has brought social marketing to the center of attention. This idealistic approach is shown in the aesthetic and conceptual aspects of today's brands.

THE ROLE OF THE CONSUMER AND CUSTOMIZATION

The role of the consumer has evolved as well. Nowadays, the public has the tendency and the ability to customize products and services. This shows a desire to be unique and free from fixed products and patterns. Social networking spaces on the Internet provide customizable templates, so each user/customer can create a new brand out of himself. Clothing lines have included customizable options to their customers, while other corporation use tools like customization contests in order to attract buyers. Now that the public has a clear voice and can communicate with the brand it consumes, we are experiencing the creation of on-line brand communities, where anyone can show support or comment on specific products and services.

that consumers are the main source of information about the validity and progress of a brand. Blogs and websites where people share their opinions and experiences with consumable goods, have become very popular over the past 5 years, and the reason is simple: "I would rather inform myself about the advantages of a product from an actual consumer, rather than a TV ad, created to pursue me to buy. Companies and brands today, instead of conveying messages about their products, they let the public speak!

THE MICROSOFT WINDOWS 7 EXAMPLE

Microsoft is among the brands that have invested in a dialogue with the consumers. Windows current and potential users are invited to express their thoughts, ideas and comments about the products and services they use (in the specific case, Microsoft Windows). And that is not only a TV promise; in the Windows website, there is a live countdown of the postings that people are making through Twitter, Facebook and other online networking tools, grading and commenting about the new Windows 7 software. In terms of design, the simple and overall clean aesthetics, in combination with the small sized logo on the top left side of the page, does not give an overpowering sense of branding. Furthermore, the page is constantly being filled up with "windows" of people's postings, an element that reminds tha viewer that "this is happening right now!!!".

THE CONCEPTUAL AND VISUAL ELEMENTS OF THE FUTURE BRAND

So, it is obvious that traditional, dogmatic branding moved forward towards a more interactive, human approach. What lies in the future though? The main questions that will form the brands of the near future are the following:

- Design and branding are two interconnected disciplines. How have traditional design methods changed with the evolution of branding, and what will be the role of design in future branding?

Will brand design become so invisible that designers will only create customizable "white label design" platforms, so that the public can do the rest?

- Will the public's customization opportunities broaden the dialogue with brands? Will consumers be able to be in charge of a companies product line?

- Will new technologies, that bring brand and consumer closer, transform brands to commodities with no mystery and appeal? In a Western society where social and financial needs evolve and change rapidly, will brands have to avoid consisting of fixed products and services? Will brands become mysterious entities, challenging the public to guess their next move will be?

CONCLUSION
With the evolving technologies of the past 15 years, the public shows a tendency to customize. We have the option of customizing our Facebook profiles, our insurance plans, our clothes, our food. The more options a brand offers, the more flexible and desirable it becomes. If a brand can customize its products, it offers the consumers a lot of options. But if it can customize its product line, then the options are unlimited. Brands will become evolving stories. Not only we will be constantly asking "What's next?", but we can be the ones who determine it! Brands and their product lines will need to evolve and even mutate.