Monthly Archives: July 2013

blog_responsivebranding_illustration-01Following on from JohnsonBanks’ article (and this Coke music thing from W+K), and now having some terminology I understand, I’ve been thinking about digital branding. That is, how branding behaves on screen and online or how it’s created digitally.

There’s some really fascinating work going on in combining responsive web design thinking, big data and brand strategy/identity execution at the moment, but nothing that’s been acknowledged as ‘a thing’. So I’m going to clamber above my station and offer some ideas on stringing together this ‘thing’ and calling it responsive branding.

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Every day I go for a walk at lunch time. Very occasionally I’ll happen across a discarded item of clothing: a missing glove, hat, necklace etc.

This in and of itself is pretty unremarkable. It’s never anything that makes me think I should get the police involved; people lose stuff. The one thing I do find remarkable, though, (and what has prompted me to photograph said items) is that they’re very often adorning an inanimate object. I have a theory as to why.

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This article by Michael Johnson and its’ CR Blog comments got me thinking about how to separate out the amorphous blob that is brand/identity/logo/icons/brandmarks/visual language into terminology I could get my head around.

People much smarter than me have defined the various permutations in numerous different ways, but I’m offering up a version here that makes sense to me, i.e. simple and relative to pop music (‘cos everyone knows about pop music).

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I am emphatically not a morning person. I hate waking up in the mornings. Anything less than about 12 hours sleep will see me turn into a complete bastard for at least the first 30 mins after being woken.

I’m aware that this is not a good thing, and it’s certainly not a trait I’m proud of. It has begun to metastasise into a deep sense of unhappiness in needing to have a job and keep regular hours with other people, which again is not a good thing. I’m sure there is a solution to this problem.

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I was recently fortunate enough to see Eric Schmidt (Google CEO) give a talk at the Hay Festival which takes place in a small town on the English/Welsh border. As I already work in Hay, the culture-clash of a multi-billionaire techno-giant visiting a rural idyll roughly 20 miles from the middle of nowhere was amplified somewhat and the event left me mulling a lot of things over. Often in the middle of the night when I should be asleep.

I became briefly obsessed with Big Data and noticed a problem (or opportunity depending on your personality type) which I’m not sure has been addressed.

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