THESIS OUTLINE

This thesis presents the hypothesis that in the near future, brands will not consist of fixed products and services, but will be constantly evolving, according to the financial and social needs of consumers. Predictability is what describes today's brands, both in terms of aesthetics and purpose (i.e. a common visual approach applied to a fixed product line). In contrast, the public's tendency and ability to hyper-customize what it consumes, demonstrates a desire to create unique and personal brands. Such a hypothesis suggests that the future of branding lies in an open dialogue between corporations and consumers, that will lead to the co-creation of constantly evolving products and services, designed by and for the public. Traditional brands might be replaced by invisible "brands in motion", with the designer carrying a mentoring and coordinating role.


1) INTRODUCTION
Experiencing today's brands.

Which brands are considered successful and the recent branding trends. (1-2 examples, Apple & Starbucks)

The relationship between brand and consumer today. (brief mentioning of interactivity , 1-2 examples)

The need to envision the future of branding. (short speculation, customizing trends, technologically inclined public.)


2) BRANDING AND DESIGN
General information about the relationship between branding, advertising and design.

From Fine Art to Illustration to Graphic Arts to New Media.


3) BRIEF HISTORY OF BRANDING
a) Antiquity - Medieval Times - Renaissance
b) Industrial Revolution (examples)
c) 1950s - 1960s (integrated branding - examples)
d) 1980s - 1990s (brand image & brand experience / iconic branding and the /
aspirational brand / "No Brand" brand / brand extensions, "the corporation is the brand", sponsorship / examples) / brands as authority

4) 00s BRANDING AND BRANDING 2010
a) Designing an experience (A new brand experience)
b) Digital branding
- online brand communities
- interactive brand platforms
- invisible design (design items and branding elements have no actual substance. (mp3...)
c) The Underground Brand (branding the outsider / from corporate to social)
d) Social marketing / Social design (new Microsoft windows 7 example /
designer for NGO's, sustainability etc.)

e) Branding communication and advertising after the Information Revolution. (when all the vital information about a brand is online, a brand's visual communication aims at familiarizing the public with the brand, attracting attention using "catchy" slogans and visuals. The brand's strong media presence is more important that the communication of information. All the necessary details are online.)


5) TODAY'S CONSUMER / "I CUSTOMIZE THEREFORE I AM"
a) Social networking sites and branding
- branding of oneself (mySpace, YouTube, blogs)
- corporations on Facebook
b) Customization platforms (design competition platforms / white label platforms)
c) Information revolution (consumers do not need advertising to collect information about the products they use. Interacting within online brand communities and consumer blogs, the public can gather all the information needed. Todays consumer is trained and able to find the information he needs and even have control and contribute on the online content (i.e. Wikipedia).

6) THE FUTURE BRAND
a) Aesthetically - even more abstract / focusing on everyday experiences
b) Conceptually - a flexible entity, a group of people, thoughts and experiences, rather than a fixed product line with loyal followers.

c) "A quieter brand" that will stop screaming, and start listening


7) CONCLUSION: THE ROLE OF THE DESIGNER WITHIN THE FUTURE BRAND

(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?)

- The designer in a coordinating, analytical, research role. The actual designing, will be determined later based on the needs of communities and consumers. Finding real problems through research, interactions with communities in need, and sharing of information, is replacing the creation of "problems" and new consumables.

- 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 and will consumers be able to be in charge of a companies product line?

- On the other hand, with the use of new technologies, that bring corporations and consumers closer, brand may face the danger of becoming 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?

- Will designers be responsible of creating experiences and leave it to consumers to determine visual details, language and style of brands? Will designers design elaborate visual "baits" so that the public can visit the brand's online resources?

- As brands will be even more interested in overall customer experience, integrated campaigns will expand to different media and forms of expression. The designer might have to take on different roles (designer as artist, film maker, engineer, producer, author).