Wismar University. Light course: Light A symbol of identity Thomas Schielke

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2 CONTENT, SUCCESS FACTORS FOR CORPORATE BRAND LIGHTING Introduction Background -branding strategy. -light science & Colour. Methodology Research method - Searching information of 4 famous success brand communication - Issue questions to frame the area of analysis Data Presentation ( Case Study ) - Case 1 : Louis Vuitton - Case 2 : Macintosh - Case 3 : Casino - Case 4 : Saturn Data Analysis Conclusion Layout the success corporate brand lighting strategies.

3 INTRODUCTION. Brand Strategy. The presence of light without giving a second thought. Perceive the world arround us Subjectively. BRANDS: Have become our new myths and fantasies, like totems, personal and cultural IDENTITIES. LIGHT: Is a POWERFUL catalyst and motivator. BRANDING: Is all about to COMMUNICATING Shape brand for social or psychological GRATIFICATION....We live at a speed of technology, the natural order provides a counterpoint to our high-tech lifestyle. Celebrations of nature reconnect us with our innate humanity.

4 INTRODUCTION, Light Science & Colour. How the uses of light can be applied in today's fast changing market? Light may RAISE VALUE, developing relationships, to gain BRAND RECOGNITION. How light can be implemented in design and branding strategy? - Investigation of the identification of the consumer's PERCEPTION of light. - LIGHT DESIGN and LIGHT BRANDING, linkage between the TANGIBLE and the INTANGIBLE. - SENSORY branding:the visual is the principal way of communication. - EMOTIONAL branding: Functional, Evaluative and Psychological. Can light be a key product and brand differentiator? Establish, create and develop a branded image. Solving old problems and offering designers new solutions. Manufacturers' brands have value in competitive markets. The play a role in the consumers decision-making process.

5 INTRODUCTION, Light and science. Color Light in design defines the SPACE creates ATMOSPHERE sets the MOOD Light is created with sensory qualities....colour is light and light is a source of life: Colour SYMBOLISM - conscience and conditioned response. Colour PSYCHOLOGY - Creates emotion Improves Triggers memory Gives sensation Brand recognition 80% Learning 55 78% Comprehension 73% Reading 42%

6 METHODOLOGY, Case Study....Unusual but for fashion store, The most important thing is to produce an interesting and beautiful phenomenon to temp people to come into the shop. It just like a gift box says architect Nakamura.

7 METHODOLOGY, Case Study. CASE 1 : LOUIS VUITTON BRAND STRATEGY Elegant, Trunk maker HOW THEY USE LIGHT To represent their exclusive fashion, using light indirectly through materials & reflect light onto the façade and giving façade the dimensions. HOW IMPORTANT OF USING LIGHT Shifting optically the façade between day and night is create interesting phenomenon and persuade people to go inside. FACTOR DETERMINING LOUIS VIUTTON - Innovative concept of architecture. - Strongly indicating elaborative lighting design and quality of the brand.

8 METHODOLOGY, Case Study....THINK DIFFERENT by ad agency TBWA\CHIAT\DAY

9 METHODOLOGY, Case Study. CASE 2 : THE APPLE BRAND ( MACINTOSH ) BRAND STRATEGY Cutting edge & innovative design which easy to use. HOW THEY USE LIGHT Taking the idea of computer as art from future. A minimalist monochrome apple logo. Innovative illuminate keyboard. HOW IMPORTANT OF USING LIGHT Lights are part of the product, its prestige, its uniqueness and have long been an essential tool for enabling customers to identify other Macintosh products such as ipod, iphone and even its own retail store. FACTOR DETERMINING MACINTOSH - Unique and innovative design corporate with products and advertisements. - Functional.

10 METHODOLOGY, Case Study....The industry has done a relatively good job in the field of public perception and, specifically, society's view on compulsive gambling Analysis of the American Casino Industry, High Rollers

11 IMETHODOLOGY. Case Stusy 3. CASE 3 : CASINO ( the business as it were a brand) BRAND STRATEGY - Discover, evaluate and communicate in today's fast changing market. - Leisure time, festivity, gratification and no limitations. HOW THEY USE LIGHT - Advantage of the benefits from technology, socio-economic trends. - Creates attractive environments : pleasant, exciting, unreal. HOW IMPORTANT OF USING LIGHT -Making an emotional and connection and impression will continue to draw consumer interest above and beyond needs. FACTOR DETERMINING CASINO -Strong attracted of attention through opulence and special effects. -Use of Technologies.

12 METHODOLOGY, Case Study. stinginess is cool multiple awarded campaign made by Saturn

13 METHODOLOGY. Case Study 4. CASE 4 : SATURN BRAND STRATEGY -Outstanding in their location, normally in city centres Areas are differentiated through cold/warm light and light though materials are stylish and orientate visitors. HOW THEY USE LIGHT - Customers can recognize a Saturn store outstanding in any environment. - It is practical as merchandising and general light. - Combined with materials, defines its individuality. HOW IMPORTANT OF USING LIGHT -Customers recognize the a store through its brand light communication. FACTOR DETERMINING SATURN -First impact is very important for the recognition of the corporate brand. -Adapt their specific shape and colours to the entrance and facade.

14 DATA ANALYSIS, Table 1: Case studies' factors comparison. Factors Louis Vuitton Macintosh Casino Saturn Brand Structure Corporate brand Emotional /Corporate brand Opulence / spectacle Corporate brand Target Group Upper income class Middle/Upper class Creative Professionals Tendency to the middle class Modern lifestyle buyers Strategy Focus mainly -Variety and innovation Sensual experience. - Corporate culture -Innovation -Simplicity -Idyllic lighting, leisure time, festivity. - Stylish & Effective Light corporation Indirect, on flagship stores. Directly on products & logo everywhere Directly on retail & logo Color of light Usually Monochrome Tend to combine with colors Usually bright white or blue. Very colorful Orange & White Light expresses Luxury / Elaborative Unique visual Pleasant & Exciting Call for interest Light provide Sensual shopping experiences -Elaborate designate of brand -Designed as people driven. -Platform for future product. Drawn consumer interest Customer Orientation Technology of light Simple technology/elaborate design innovative technology From conservative -innovative Simple/ Practical First use of light around 2003 around 1992 around 1940 around 1990 Benefit of light Persuade Brand Identity Attractive/ prolongation visit Brand Recognizable/ encouraging user exploration

15 DATA ANALYSIS, Table 2: Cross case analysis of brand s choices lighting strategy FACTORS Louis Vuitton Macintosh Casino Saturn TOTAL Relevance of light not important important important important important Added value to products / services important important not important important important Recognizable/Outstan ding important important important important important Flexibilities not important not important important not important not important Functional not important important not important important depends Deliberated intention not important not important important not important not important Consumer Characteristic not important important not important not important not Important Customer Expectation important important important important important Competition important important important important important Cultural Aspects important not important not important not important not important Sustainable Factors important important not important not important depends

16 CONCLUSION, Success Factors for Corporate Brand Lighting SUCCESS FACTORS FOR CORPORATE BRAND LIGHTING According to our finding The success factors for corporate brand lighting strategies can be layout as following : - INNOVATIVE Lighting on products / Stores / Technology / Design - DELIVER CONSISTENT BRAND MESSAGE and avoid confusing customer. - ADDING VALUE to the Products / Services. - CORPORATE IMAGE and REPUTATION play important role in Corporate brand lighting strategy. - The brand lighting should be RECOGNIZABLE / UNIQUE. -CREATE PLATFORM for product / advertisement and keep DEVELOPING base on the platform. -USE LESS LIGHT for great impact. -The MODERATE use of COLORS help reliability of the corporate brand image. SUGGESTION -CONSIDERING ENVIRONMENTAL FACTORS have become more and more important since they reflect customer preferences. -Light can be very POWERFUL TOOL which used with creativity and simplicity. -COMBINATION with MATTERIALS can be considerate as giving corporate brand identity.

17 CONCLUSION, Success Factors for Corporate Brand Lighting SUCCESS FACTORS FOR CORPORATE BRAND LIGHTING According to our finding The success factors for corporate brand lighting strategies can be layout as following : - INNOVATIVE Lighting on products / Stores / Technology / Design - DELIVER CONSISTENT BRAND MESSAGE and avoid confusing customer. - ADDING VALUE to the Products / Services. - CORPORATE IMAGE and REPUTATION play important role in Corporate brand lighting strategy. - The brand lighting should be RECOGNIZABLE / UNIQUE. -CREATE PLATFORM for product / advertisement and keep DEVELOPING base on the platform. -USE LESS LIGHT for great impact. -The MODERATE use of COLORS help reliability of the corporate brand image. SUGGESTION -CONSIDERING ENVIRONMENTAL FACTORS have become more and more important since they reflect customer preferences. -Light can be very POWERFUL TOOL which used with creativity and simplicity. -COMBINATION with MATTERIALS can be considerate as giving corporate brand identity.

18 Bibliography, LITERATURE 1.Carrie Liu, Light Branding, M.A Design & Branding Strategy Hanna Häggqvist, Camilla Lundqvist, Brand Strategy of MNC s in international market, Master Thesis of Business Administration and Social Science 2008, Luleå University of Technology 3.Principle of Marketing, The Charter institute of Marketing 4.High Rollers, Analysis of the American casino industry, SOM122, Section M008,December 2000 WEB SITE Véronique Vienne, East Meets West on the Champs-Elysées Louis Vuitton INTERVIEW Phil Gabriel, Architect,Interior Architect and Lighting Designer, Canada