Branding
Tom Vanderbilt - You May Also Like
You may also like, taste in age of endless choice.
Why we like the things we like, why we hate the things we hate, and what our preferences reveal about us.
With a voracious curiosity, Vanderbilt stalks the elusive beast of taste, probing research in psychology, marketing, and neuroscience to answer myriad complex and fascinating questions. Comprehensively researched and singularly insightful, You May Also Like is a joyous intellectual journey that helps us better understand how we perceive, judge, and appreciate the world around us.
Check out this video to see him talking about the book
Noma - Clever branding by one of the best restaurants in the world
Noma by Rene Redzepi
Check out “A Very Short Film About the Past, Present and Future of Noma” by Rene Redzepi.
Noma is a two-Michelin-star restaurant run by chef René Redzepi in Copenhagen, Denmark. The name is a portmanteau of the two Danish words “nordisk” (Nordic) and “mad” (food).[2] Opened in 2003, the restaurant is known for its reinvention and interpretation of the Nordic Cuisine.[1] In 2010, 2011, 2012 and 2014, it was ranked as the Best Restaurant in the World by Restaurant magazine.[3][4][5]
Self fulfilling prophecies by Li Edelkoort
Self fulfilling prophecies:
When you have as much clout as Li Edelkoort, your prophecies become self fulfilling. However, it took her almost a lifetime to get there.
'It's the end of fashion as we know it'
Lidewij Edelkoort
Fashion is dead:
Trend forecaster Li Edelkoort has declared, describing the fashion industry as “a ridiculous and pathetic parody of what it has been”
Lidewij Edelkoort, one of the world’s most influential fashion forecasters, used her annual presentation at Design Indaba in Cape Town to fire a broadside at the industry. “This is the end of fashion as we know it.”
Edelkoort said her interest in fashion had now been replaced by an interest in clothes, since fashion has lost touch with what is going on in the world and what people want.
“Fashion is insular and is placing itself outside society, which is a very dangerous step,” she said in an interview.
Edelkoort listed a number of reasons for the crisis in fashion, starting with education, where young designers are taught to emulate the famous names. “We still educate our young people to become catwalk designers; unique individuals,” she said, “whereas this society is now about exchange and the new economy and working together in teams and groups.”
Brand Sense - Martin Lindstrom
The definitive book on sensory branding, shows how companies appeal to consumers’ five senses to sell products.
Did you know that the gratifying smell that accompanies the purchase of a new automobile actually comes from a factory-installed aerosol can containing “new car” aroma? Or that Kellogg’s trademarked “crunch” is generated in sound laboratories? Or that the distinctive click of a just-opened jar of Nescafé freeze-dried coffee, as well as the aroma of the crystals, has been developed in factories over the past decades? Or that many adolescents recognize a pair of Abercrombie & Fitch jeans not by their look or cut but by their fragrance?
In perhaps the most creative and authoritative book on how our senses affect our everyday purchasing decisions, global branding guru Martin Lindstrom reveals how the world’s most successful companies and products integrate touch, taste, smell, sight, and sound with startling and sometimes even shocking results. In conjunction with renowned research institution Millward Brown, Lindstrom’s innovative worldwide study unveils how all of us are slaves to our senses—and how, after reading this book, we’ll never be able to see, hear, or touch anything from our running shoes to our own car doors the same way again.
An expert on consumer shopping behavior, Lindstrom has helped transform the face of global marketing with more than twenty years of hands-on experience. Firmly grounded in science, and disclosing the secrets of all our favorite brands, Brand Sense shows how we consumers are unwittingly seduced by touch, smell, sound, and more.
The Story of Fashion with Karl Lagerfeld
Feel like fashion? The Story of Fashion, with star designer Karl Lagerfeld, presents 100 years of fashion from the inventor of haute couture, Charles Worth, to the leading labels of the fashion industry of the 1980s. Fashion illustrations, photographs as well as unique footage reflect the Zeitgeist of the different periods, enchanting the viewer as the atmosphere of international catwalks is conjured.
On its excursions to the different fields of fashion, the trilogy moves through cultural history, pointing out trendsetters from art, music and film, and portrays a great number of influential fashion designers such as Poiret, Chanel, Schiaparelli, Quant and Dior. Along with Lagerfeld, the designers Giorgio Armani, Pierre Cardin, Donna Karan and the critic Carrie Donovan afford us fascinating insights into the sensual world of fashion.
Available from Arthaus Musik, Cat. No. 106034
http://www.naxos.com/catalogue/item.a...
The Fine Art of Separating People from Their Money
The film is hosted by Hollywood star Dennis Hopper and is directed by Hermann Vaske. Shot in the Atlas Mountains of Morocco, Hopper delivers a powerful performance. Arty as you’ve never seen him before, he puts advertising into perspective of popular culture at the end of the 20th century. Spitting colour, laughing his head off, destroying books, Dennis Hopper sends Hermann Vaske on a mission to talk to the greatest ad men, directors and artists to find out about the crossover between various creative disciplines. In a visually dazzling, wickedly funny slam of creativity and media obsession, Hermann conducts unconventional kinds of interviews
Epilogue
Interesting to see that part 4, which is about using shock as a paradigm and which you should surely skip if you detest shocking imagery, hasn’t survived the test of time. Pulp Fiction by Quintin Tarantino, quoted in this part of the film when it was just released, has.
Paul Smith - Gentleman Designer
Sir Paul Smith, CBE, RDI, (born 5 July 1946) is a British designer, whose business and reputation is founded upon his men’s fashion with a special focus on tailoring. He is known for his idiosyncratic take on traditional British styling having coined the term ‘classics with a twist’.[1] Smith was knighted by Queen Elizabeth II in 2000 for his services to British fashion. After founding his company in 1970 with one shop, Paul Smith now has more than 300 shops worldwide with an annual turnover of £200m.
Some appetizers on this page, but you should see the movie.
Paul Smith: Gentleman Designer
Stephane Carrel
Buy DVD: http://www.amazon.co.uk/dp/B009KPQBBS
'You can find inspiration in anything'
Paul Smith
Awards and honours
In 1994, Smith received a CBE for his services to the British fashion industry.[5]
In February 2007, Smith was awarded an honorary fellowship of the Royal Institute of British Architects – an organisation that rewards outstanding contributions made to the world of art, design and architecture.[5]
In 2011, Paul was awarded the Outstanding Achievement in Fashion Design award at the British Fashion Awards for his exceptional contribution to the British fashion industry.[21]
He was named one of GQ‘s 50 best dressed British men in 2015.
On education
How far, though, can creativity be taught? Sir Paul’s genius was already there when he ended up on the shop floor of a clothing warehouse. He developed it, with the help of night classes in tailoring, and his fashion student girlfriend, now wife, Pauline Denyer.
“Creativity can be encouraged,” he says. “You can teach people skills of observation and absorbing the details of the world around them. I’m a curious person. I notice what is kitsch and what is beautiful. All of that is totally relevant to my job. You have to justify your existence. If the navy blue suit pays the rent, you have to give people a reason to buy it from you.”
