http://buildabrand.com
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- Peter0
"I think the new model is scary because all of us in the ad industry want to feel, at least from a creative point of view, that we have something no one else has"
Well. Doesn't it say something about him, and his limited coverage of the industry, if he honestly believes everyone in it craves creative validation through others. Some kids might, others may just enjoy what they do. The idea of a program replacing the enjoyment isn't scary, nor is the idea of it replacing a job (that entails so much more than sketching out a logo); it's entertaining.
- babaganush0
Successful brands build strong tribes that are loyal to their offering. They offer rewards and entertainment as well as honing their product. This is a human or even anthropological thing - it's based around the complex inter-twining of ideas, the frequent re-gauging of those ideas and absorbtion of human principles, desires, trends and current and historical events.
Who knows humans better than humans, our consciousness means not only are we the only species longing for these rewards (or brands) but we yearn for meanings and stories associated with them. Bored2death, to answer your question, I believe this 'humanity' is the 'unique process ' that can't be stimulated by a program.
It's why we are nowhere near Bladerunner-style replicants and even the lauded Japanese thinking robots are nothing more than dumb entities.
I think this idea sounds perfect for small hairdressers etc. but for brands that want to be serious and contribute - I think it's ridiculous...as many have said a brand is not the sum parts of it's graphic assets.
Also as we head into a (hopefully) more socially responsible way of trading accelerated by diminished resources and environmental problems, no alogorythm will be able to keep up.
This socially complex soup is what means as long as we want to buy or engage with stuff - a human underpinning will be needed as it is essentially human transactions if you trace back far enough.
This, to me uses 'brand' as a buzzword and not in it's proper form.
- bored2death0
"Many agencies are hanging on to this idea that creativity is theirs to own and sell," says Harley CMO Mark-Hans Richer. "[Victors & Spoils] offered a great place to start versus sitting across from a creative who spent weeks crafting the perfect idea and gets upset if you want to change a word." Says Victors & Spoils chief creative officer Evan Fry, who's also a Crispin alum: "I think the new model is scary because all of us in the ad industry want to feel, at least from a creative point of view, that we have something no one else has. So if you're really good at it, you had to go to Creative Circus or Portfolio Center; you had to pay for it. Then you had to toil to get into a good shop. Then you had to get lucky to get on the good briefs. For someone to come out and say, 'We think a lot of people can offer great ideas' means, 'What, I'm not special?' "
- ideas - dime a dozen.
craft/ability - pricelesstredesigns
- ideas - dime a dozen.
- ukit0
Actually it doesn't seem like a bad article (I just kinda skimmed it). They devoted a few lines to crowdsourcing stuff, which is probably what it deserves.
- akrok0
buildabrand.com - customer logo. lol. yes. as custom as a clipart.
- VikingKingEleven0
this guy designs your algorithm logo?
http://www.justinchampney.com/
- ETM0
Last time I checked Lowes and Home Depot were as big as ever, but contractors and handymen are still in business. You see what I am saying...
- no, because lowes/home depot are a suppliers to contractors/handymenhonestIy
- so unless you plan on buying clip art your entire career...honestIy
- I am sure some designers will use these types of services and pass it off to clients.ETM
- However, neither these clients or designers are of a business league to worry about,ETM
- I don't chase down clients who would use this (types who want the next Facebook for $1500).ETM
- Amicus0
"For the enterprising client that can see clearly through the chaos, this new world holds promise. Kraft, for instance, has assembled a growing Rolodex of 70 new specialist partners. This isn't some fringe brand -- it's Kraft, the country's largest food marketer, which spends some $1.6 billion on marketing every year. The company is so open to new thinking that it recently hired a startup called GeniusRocket to develop a new campaign for the relaunch of its Athenos Hummus."
This is the same company who went from this
to this
and shortly thereafter, this:
I certainly wouldn't be presenting Kraft as the bastion of great marketing over the last couple of years.
- that first one is pretty strongjaylarson
- people are stupid. that what it is.akrokdesign
- bored2death0
It's easy to dismiss something like buildabrand.com right now, but as it gets more sophisticated I think it could potentially put a lot of people out of business.
What is that unique quality that we possess that can't be simulated in a program?
- as it gets more sophisticated, it gets more expensive, go figure...honestIy
