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Mark
Graphing
aka “how to make sense(visually) of the environment/context in which your brand will live”



STYLES
Based on the reading MARKETING_AESTHETICS.pdf , graph the positioning of your organization based on dimensions of style. These dimensions of style are generated through actual expressions.

Make graphs that position the company and its competitors in a continuum according to their stylistic gestures: If you are starting with an issue or niche audience then graph the organizations/issues/business that make up that landscape or area of interest.

• complexity (minimal vs. ornamental) • representation (real vs. abstract) • perceived movement (dynamic vs. static) • potency (loud/strong vs. strong/weak)

Graph each pair of stylistic attributes on a single axis continuum. On the graph include your organization and 5 to 10 competitors. Graph the CURRENT expressions as the organization is today, not what you want it to be in the future.

… … … … … … … … … … … … … … … … … IMPRESSIONS

Graph the positioning of your organization based on perceptions that are created by formal elements, styles and themes. These impressions are based on integrations, inferences and attitudes.

Make graphs that position the company and its competitors in a continuum according to their representations:

• time (traditional, contemporary, futuristic) • time movement (retro vs. avant-gard) • space (east vs. west) • technology (high–tech vs. handmade) • authenticity (original vs. imitative) • sophistication (cheap vs. luxurious) • scale (global vs. regional)

Graph each pair of representations on a single axis continuum.

On the graph include your organization and 5 to 10 competitors. Graph the CURRENT perceptions as the organization is today, not what you want it to be in the future.

… … … … … … … … … … … … … … … … …
MAKE YOUR OWN

Make a graph that positions the organization and its competitors using both the x and y axis. Choose any two of the following representations or make up your own impressions that are based on integrations, inferences and attitudes that are appropriate to your organization. • time (traditional, contemporary, futuristic) • time movement (retro vs. avant-gard) • space (east vs. west) • technology (high–tech vs. handmade) • authenticity (original vs. imitative) • sophistication (cheap vs. luxurious) • scale (global vs. regional)

On the graph include your organization and as many competitors as relevant. Graph the CURRENT perceptions as the organization is today, not what you want it to be in the future.
… … … … … … … … … … … … … … … … . .