Sustainability branding is a much more effective marketing scheme when presented as a two way conversation, rather than a one way announcement from the company. When a company shows honesty and transparency to a consumer it goes a long way with them. Disclosing what you’re doing well, and what you could be doing better, will instil trust…and trust breeds loyalty. Inviting consumers to participate in a conversation about your brands process will strengthen the brand to consumer relationship. Look at Patagonia’s Footprint Chronicles, the online application helps consumers understand Patagonia’s efforts in making their clothing more sustainable and help visualize their environmental shortcomings of Patagonia’s product.
With the coming of the web 2.0 and new technologies such as the i-phone its easy to say that the times are changing at a past pace. With this new technology comes new media which also means new ways to advertise. Technology has transformed our ways of viewing advertisements and how we perceive messages. What was once print is now digital and becoming interactive. I have many feeling towards our future and where I think advertisement is going, but we need to first look at where we came from.
The first paid advertisements took place as early as the 1850’s, then with turn of the century and the consumption of radios advertisements and sponsors became relevant. The selling of air space for companies and products was soon a common thing that carried over to television in the 1950’s. TV was soon the hot thing and time on the air was being sold all the time to anyone who could afford it. Print AD’s where right there with the TV and become more popular. We entered a who new area with the birth of the internet. Advertising has taken form and evolved with the changing of technology. Now a new challenge, with all the growth there has to be death, right? Does the new millennium mean the death of print? Has that become a thing of the past? I don’t feel its time to extinguish that flame just yet. With the birth of such things as QR codes and the use of them in advertising sales on print ads around the world, this is taken and old method of delivering a method and carrying it over to new technology like smart phones. I see the new ear of technology becoming a challenge for creatives in the agency setting. They have taken ideas and made them know on multiple levels. Its no longer just one single medium, but how well you can incorporate multiple mediums into one. With social networking drawing all the buzz I see more ad space being incorporated into the sites I visit on a daily basses. This is something I have come up with and just adapted to, Im savvy with these mediums and knowledgeable on them without even knowing it. My generation of creatives will have a new challenge once we are out in the field working. We find selling things on these sites a thing of the past almost and will be set out on new ventures come our time in an agency. I see the next steps becoming more involved with the product and the consumer. Going back to my comment on the end of print, I feel as if it wont die off just yet. There are still many people out there who like the tangible feel of magazine paper and still have a need for ad space in monthly prints. I see print fading off in the future, but not as of right now. With the development of new i-phone apps and tablets that take the place that magazines and papers once had, I see a more sustainable market in these new technologies. For me personally I get most of my news from blogs, digital magazine issues and other online applications. Like mentioned in class, our generation has lost interest in the television and live thorough online networking. We want instant gratification and up to date articles on world happenings. With access to almost anything at our finger tips, we will just adapt to more efficient ways of doing so. My feelings about the future of advertising is all over the place and in a constant deadlock between others predictions on the future and me saying such things are not possible. Then I take into account the movie Minority Report and all the once thought far fetched uses of technology. I know this may seem like a crazy example to be basing my ideas of from but some of the things in the movie are being developed and put into use. Touch screens motion graphics are become used across the board, between personal use computers and even in public venues. With technology become faster and more affordable, our old tactics of advertisement will have to adapt to them. I feel we will still follow some of the same principles, but apply them to a new setting. I find attending MIMA and CATFOA events a good way for students and the next generation to get a head start on forecasting their own predictions for the future. Its good getting insights on what’s happening now and the thoughts from another generation. If we are the ones growing up in the so called “buzz era”, by the time we get out into the agency world, we will have concentrated on where we have come from and be able to help mold the future.
“Good design is innovative.
Good design makes a product useful.
Good design is aesthetic.
Good design makes a product understandable.
Good design is unobtrusive.
Good design is honest.
Good design has longevity.
Good design is consequent down to the last detail.
Good design is environmentally friendly.
Good design is as little design as possible.”—Dieter Rams
A new semester with new work and great opportunities. I’m starting this semester with a new Internship working at Tiger Oaks Publications. INC, More specifically METRO Magazine. Pretty excited for this internship, I will be working along with the art directer and be involved in the overall design of the publication. Another course that seems to show great opprotunity is Integrated Advertisement and working along with Green Team out of New York.
I’m planning on keeping the blog updates with the work I’m apart of and the things that inspire me along side it. follow it.