Sonder Presentation

Branding Examples

Hallmark

Problem Statement: There is a need for affordable commercially produced greeting cards

Vision: Create a line of cards that are the best for the people you care about.

Mission: Create the most thoughtful and moving greeting cards

MikWright

Problem Statement: There are so many greetings cards that have the familiar repeated formula. How can you make the ordinary, unordinary?

Vision: Create a line of greeting cards that is funny and unexpected, but plays off traditional greeting cards

Mission: Create the most shocking and hilarious greeting cards with a old time feeling

The Future Imperfect - Reading

Steve Jobs and others are praised for all the revolutionary products they have unrolled, which streamlined many of our daily activities. This is undoubtedly a sign of technological progress, but it could be argued that on a sociological level, the advancements are not as clear. Apple may have put everything we need into our pocket in a single device, but is it really saving us time? Yes, however the extra time we have created by sending emails from our phones is being used to scroll infinitely through our various social media feeds.
Productivity is at its highest ever in our country, largely due to improvements in technology across the board, but are we collectively happier? When will the efficiency of technology reflect a reduction in stress?

The Brand Gap reading

These most important lesson of the reading can be found in the introduction. Clearly establishing exactly what a brand is: Brand is not a logo, corporate identity nor a product. It’s a gut feeling.

A brand is defined by the individuals, so there are endless versions of the brand depending on the individual response to the brand. To some Nike may be the ultimate reflection of every positive aspect of their athletic lifestyle, but to others it may represent conformity as they see the product being used outside of sports, purely as a fashion statement.

Gut feelings can be more persuasive than facts. (Let's not forget George W. Bush, the president everyone wanted to have a beer with)

Although it is not a trend that I condone, consumers are increasingly relying on their gut feeling when buying products, mainly due to the large selection of competitive products. In the cereal aisle you can find upwards of a hundred different brands to choose from, and this is a problem for the consumer and an advantage for the various companies selling cereal. In this landscape of cereal boxes even the most educated customer cannot effectively compare the factual qualities of each product, but instead must resort to using their gut feeling to make a quick decision just to make it to the next aisle.

As a consumer who strives to spend his money on the highest quality products, while keeping an eye on the cost (a cost that is reflected in the quality of the product and not its advertising campaign), this is extremely irritating because it makes the assessment of a given product much harder and time consuming. But from the point of view of a designer and brand strategist, forcing the consumer to decide solely on their gut feeling is a tremendously persuasive advantage.

Although as designers we cannot entirely control the perception of our brand in the public’s eye, we do have the advantage of having the first move. In the dialogue between producers and consumers, the producers will always have the advantage of being able to control their first impression.

Brand Research

Chrome Industries

Problem Statement: Currently messenger bags are not built to withstand the elements cyclists encounter in their daily activities.

Mission: Create bombproof cycling accessories
Vision: Create a line of products made out of the best materials and designs available

MOO

Problem Statement: Online business cards services lack in quality and customizability

Mission: Create a simple service to create unique and out-standing business cards

Vision: Create a service that only uses quality materials and a simple editing tool

idealE (internet of things)

Isaaac Carlos and I worked together on the Internet of Things project to create an app than can manage different devices to control a particular ambient. The space surrounding people can heavily effect a way a person is feeling and in the case of patients with dementia and Alzheimer's disease, where communication becomes limited or non-existent, the idealE wrist monitor would collect and analyze a patient's vital to adapt the surrounding environment to make them feel more at ease. The app can be used in other settings as well, but the current target audience would be people transitioning into assisted living facilities or retirement homes with the option of having the app remotely controlled by a caregiver or social worker. The app is designed to collect information over time and adapt to the natural habits of the patients that would allow for creating a more calming and stable environment.