blog #3 - Design and Brand Trends

BRANDING AND COMMUNICATION IN JEWELMINT, WEST ELM, IKEA

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jewelmint - http://www.jewelmint.com

I'm a frequent blog-reader, and out of nowhere this company started popping up all over the internet and I fell in LOVE. In short, it's a hybrid between a consumer-based brand with extreme flexibility and dynamics as well as sustainability and recession-resistance. Essentially, a user opens an account with Jewelmint and takes a "style quiz", narrowing down the user's specific style, personality, color preferences, lifestyle, etc. On the first of every month, the creators of the site (actress Kate Bosworth and her stylist Cher Coulter), sell a small selection of unique jewelry based on your specific style. Each piece costs $29.99, and the jewelry is created by them based on their travels, experiences, associations, and celebrity knowledge. Each user has a unique "showroom" with selections matched to their aesthetic.

Alright, that's the jist of Jewelmint.

After having read the David Reports on Design Trends and Sustainability, the first brand that stood out as using design as a central role in branding and communication was Jewelmint. I'm not just referencing the actual jewelry (since anyone can open an online-store and sell stuff they make); Jewelmint is unique in its brand through design and so much more. First off - each user feels a personal tie to their purchases. Each piece has a one-of-a-kind essence and it was specially offered to them based on their unique identity. This is the brand's connection to its users. Secondly, each product Jewelmint sells will always maintain the same pricepoint (except maybe during promotions when the price drops even lower), while the actual retail value of the jewelry exceeds $100 in most instances. This gives the brand merit. Another touchpoint Jewelmint utilizes is that for every piece of jewelry they sell, they create a story behind the piece - including a youtube video of the jewelry piece's process of creation, an essay by the creator detailing the inspiration behind the piece, and a list of outfits or instances/events the jewelry would stand out the most at. The involvement of the process with the user makes you feel unique to the experience, and takes away from the standard "shop online" to the idealization of a lifestyle including that specific product. This is how they use design as a brand. Consumer-created brands seem to be a trend of the future, so in this sense the process of communicating the brand-identity to the user is ahead of its time, while the actual products usually stem from tried-and-true trends of the past, as well as outlandish inspiration and exotic originality.

COOLTURAL (sensorial, local, tribal) - The key points behind this terms include trends with personality, honesty, and story-telling qualities. As the article details, society doesn't want to feel lost in the crowd anymore. They want something special, which in turn makes them feel special. Jewelmint accommodates this trend by A) telling a unique story about each of their products, and B) using user quizzes to individualize each member. This gives their users unique profiles, creating an authentic experience with artisan inspiration.



RATIONAISSANCE (stylish, function, iconic) - One characteristic to Jewelmint is that it prides itself on a large range of inspiration. Combining keepsakes and experiences from around the world, Kate Bosworth and Cher Coulter create products that stand the test of fleeting trends and "age with grace" while reflecting their time and offering a unique twist on iconic fashion. All the words the David Report uses to describe Rationaissance - positive, playful, colorful, economic, female, simple, sophisticated, homage - all pertain to the products Jewelmint prides itself on.



RESPONSIBIZ (holistic, sustainable, ethical) - Key associations with this trend include affection, authenticity, aesthetics and compatibility. Responsibiz associates the brand with the "creation of meaning" and products that last in design and quality. Jewelmint makes a conscious effort to bring to light disasters and those in need around the globe, and actively donating proceeds from their products sold to relief efforts. In this way the user feels good about the company's brand-identity, and the personal fulfillment that comes with wearing their jewelry creates unique merit.



SENSUCTIVE (narrative, engaging, emotional) - The key point behind a brand being "sensuctive" is its ability to bring experience-based emotional design to light. The article details how it speaks to our subconscious and "flirts with our dreams" - and exudes a spiritual value. I think the pure uniqueness to the Jewelmint brand gives it a sensuctive element. Whenever I hand-select a piece, I not only feel like I'm consuming (yet again); I feel like the company exudes such specialty that I'm making a commitment to love this item and cherish it. It might sound silly, but each item is so delicately designed and has very limited distribution that my overall mood changes because I feel just as special as the product I wear.

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west elm - http://www.westelm.com

This is a brand that, once again, sells a lifestyle based on communicating that specific lifestyle through design. Many of the examples used in the David Report refer to furniture design, so I thought it appropriate to mention my personal favorite home furnishings store. To those who aren't fully aware of what West Elm is, it is a an upscale retail store that specializes in the "cozy" and "sophisticated" home. Many of their designs pride themselves on being hand-made with outlandish inspiration, as well as being the creations of design schools such as Parsons and the Pratt institute. West Elm design is contemporary and keeps up-to-date with current trends, and mixes classic composition with patterned and unique "lo-fi" accents.

West Elm's merit, in my mind, stems from their catalog and showroom setup. In this way they manage to sell a lifestyle instead of individual products. Each season a large production takes place when their top designers and photographers rent out apartments in large, urban cities and photograph scenes within the home. They have simplistic value, and instead of being perfect and pristine they harness a "lived-in" quality with unmade beds and half-drunk coffee cups. Users fall upon the scene in their catalogs and instantly transport themselves to that cozy environment, imagining the home in the picture is theirs.

Moving away from the qualities of the brand, I'll focus on some specific, designed products and how they help branding and communicating in the marketplace. Take the Parsons Desk, for example, as seen here. This desk is so simplistic - it is the most basic, geometric desk anyone could fathom. Yet somehow it can only be found at West Elm. They've embraced the clean lines and purity of the design, and boast that it was designed in collaboration with Parsons New School for Design. The scenes in which it finds itself in the catalog make it stand out as geometric against its organic surroundings. This gives that particular product merit, and the aforementioned scene connects the user to the product; "That could be my cozy study if I buy the Parsons desk!" Therefor, design has become the West Elm brand. Another line of West Elm products, designed by artist Lourdes Sanchez (seen here), mix her fame for textile prints with a bare wall that loves white space. Her famous colorful textiles have transformed into small swatches of wall art inside large, white frames. In a small set, they decorate a white wall while paying homage to the negative space and bringing attention to the quality of the prints. Each is frame is so unique that the brand-identity of West Elm has been transformed into one that embraces trends and focus' on smaller elements that can utilize large spaces. It's an intriguing concept that devote shoppers adore. They've manifested the designs of a famous artist and made them tangible and personable.

COOLTURAL - West Elm's ability to create a story and a lifestyle and package it as a design brand makes it special and authentic. The designers are constantly updating their collections, featuring new artists, and rebranding their line every season. Each houseware object has a feature that makes it stand out, such as a ink splat or a fine silver line, unique to that product from that brand. It should also be mentioned that West Elm products are quite upscale and expensive; this makes each piece that much more of a treasure.





 














 RATIONAISSANCE - West Elm boasts that they borrow inspiration from a plethora of facets; in this way, the design behind the brand has a universal timelessness. Using long-lasting materials while creating clean designs that reflect the "now" as well as the the past and the future, the brand-identity exudes itself as functional and iconic. They are certainly about keeping up a simplistic composition, while at the same time putting focus on the smaller things (such as wall art or textiles) that can change over time. In this way, the brand design can afford minor tweaks to the "small" things but maintain the overall brand-identity as being long-lasting and timeless.



RESPONSIBIZ - In many ways West Elm, especially as a large brand, has a responsibility to reduce its effects on nature and display visible social and moral values. A portion of their brand, known as the Green Elm Tree Label (found here) sells home furnishings that are organic and "green-made", while at the same time lend design to key elements of nature such as plants, animals, and raw wood. In this way West Elm is taking an ethical stance and the quality of their organic products make them sustainable. The vicious cycle of replacing your consumption with more consumption is a trend among brands that don't value objects that last in design and quality. West Elm designs products that are "responsibiz", timeless, and made to last. They even state on their website, "We don't pretend to have answers, but we do believe that design can make a difference. And we love a challenge" As I've learned from the reading, apparently art asks questions and design offers answers - so maybe West Elm was a bit off when writing that first part - but design certainly can make a difference!




SENSUCTIVE - West Elm's "sensuctive" nature finds merit in how they communicate their designs to the marketplace. The "lived-in" qualities of the showroom and catalogs offer a narrative and evoke a feeling of personal moments and memory. People I know who adore West Elm love their design for that exact reason; there's a nostalgia associated with the brand that feels very personal and unique. You feel like you've been there before, and even though you can't pinpoint where the comfort comes from, you feel at home. I think West Elm's strongest quality is its sensuctive nature; their design really is communicated as an "intimate moment when we're living life to its full" (David Report, Issue 10, Oct.2008, pg.33)

blog #2 - Consumer-Created Brands

Consumer-created brands are tricky.

It seems that the most successful consumer-created brands are manifested by brands that are already well-known for their DSI's, and brands that can afford to be flexible with their customer interactions. NikeiD, for example, is at the top of its class in the athletic shoe market; they've established a clear DSI in the consumer's mind. Allowing the consumer to participate in the creation of their products doesn't take away the qualities of Nike that made it a successful brand. They're still actively selling the lifestyle of a Nike-wearer; customizable shoes are a means to help the customer feel more involved in the process. Ultimately, they are still purchasing a Nike product with the Nike logo. Allowing for the customer to change the colors of their shoes isn't changing brand identity because "Leaders can do anything they want to" (Positioning, pg.45)

Consumer-created brands can work negatively if their services of customer-interaction completely take over the brand. For example, a company called Shoes of Prey (http://www.shoesofprey.com) offer a service very similar to NikeiD. The customer can customize and design a pair of shoes down to every little detail: color, pattern, heel size, shoe type, embellishments, etc. This is a great service; however, they haven't branded their services well enough. When a consumer creates their product the company they're buying from holds no weight in their mind. Essentially, the name "Shoes of Prey" could be replaced by "Shoe It Yourself", and nobody would recognize the difference because the brand stands for nothing except a service. If a well-known shoe distributor with a solid DSI, such as Aldo or Nine West, created a customizable shoe service, consumers would switch over to the new service. Aldo and Nine West are leading companies in the shoe market, so adding the consumer-creation specialty wouldn't alter the identity they've already established in their customers minds. Consumers then know and trust who they're buying from, and because of this consumer-created brands without a brand-identity cannot sustain themselves.

"The brand identity toolbox encourages creativity within parameters that always keep the brand immediately recognizable. A carefully designed balance between control and creativity makes it possible to adhere to the identity standards while achieving specific marketing goals" (Designing Brand Identity, pg. 44)

This statement applies to the "Priceless" Mastercard campaign. The consumer customizes the product in their mind; highlighting the immaterial moments in life gives a certain level of customer participation, even though the product isn't being altered in any way. The flexibility of this campaign can also explain why it's been so globally successful. Every nationality has different definitions to what constitutes inner-happiness, and the campaign message can be altered and customized toward the consumer market while still maintaining its DSI.

The Mastercard "Priceless" campaign was also able to successfully reposition itself by repositioning their competition in the minds of the consumers. Mastercard's competition isn't necessarily JUST other credit card brands. Mastercard's product and its materialistic value is in competition with the inner battle of mind versus matter. Objects versus happiness. As Lawrence Flanagan stated in MasterCard - Finding a Compelling Global Positioning: 'Priceless', "Consumers now focus on lifestyle and quality, and on the concept of 'rewarding yourself for what you've earned'" The Priceless campaign was able to relate themselves to this core value all consumers possess, regardless of what nationality they belong to. He goes on to say, "It was unique for a credit card company to say to consumers, "It's not about what you buy; it's about how you take care of yourself."" Bringing light to, and repositioning the competition (inner happiness), Mastercard was able to secure a strong DSI in the minds of their consumers. They also succeeded in creating an emotional attachment with their customers. Highlighting the emotion of joy and happiness is a fantastic method of solidifying their DSI by using "emotionally charged images or word metaphors to tap into the consumer's psyche" (Why Johnny Can't Brand, pg.38).

How has consumer behavior shifted in the past, and will shift because of this recession and during a recovery?

I relate the answer of this question to the "Priceless" articles. The recession has forced society to pull away from luxuries and materials, mostly because loss of funding causes buyers to consider what the truly important aspects of life are: happiness within self. Unfortunately, recovery from recession is only possible through consumption. Mastercard, a platform for consumption, has shifted user-mindset. Society is now withdrawing from the idea that objects equal happiness. Mastercard is establishing their DSI by bringing light to this. Not to mention, use of Mastercard product has an enormous hand in recession recovery.

How does design develop brand truth?

I find this question a little more difficult to answer. It seems that throughout all of our readings very little emphasis is put on the quality of the products, and more on establishing brand-identity in the minds of the consumers through design, naming, advertising, timing, handling competition, etc. Apparently, good branding doesn't necessarily always equal brand truth. Also, physically designing for the brand has also been downplayed in much of the text, but what I do recognize as brand truth behind design is creating a key visual that triggers the DSI in the consumer's mind. "They can also be dramatic visual metaphors that suggest a superlative, important, and memorable idea of the value" (Why Johnny Can't Brand, pg.125). Products can only survive as long as the user experience holds true with the company's DSI, and designing the face of the brand should spark and connect the user to the brand identity. By designing imagery that successfully enforces a connection to the quality and specialty of the product, the consumer connects that emotion to the brand. Designing that trigger develops brand truth if the design holds true with the claims the product makes.

Is there a difference between producing happiness and producing brand loyalty?

When I think of "producing happiness" I think of overall joy in life. Happiness and security should be the outcome of brand loyalty, if that's the brand promise. Successful branding should produce happiness in the mind of the consumer if happiness can be the result of using the product. Marketing a type of orange juice is, to put it bluntly, getting the consumers to purchase that orange juice. If branding is done correctly, the consumer should relate that branding to what the DSI is; in this case, the DSI could be the orange juice's ability to help improve the health of the buyer's children. If the DSI is properly instilled in the minds of the consumer, then happiness should follow given the promises of the brand identity. Believing the DSI and relating it to some form of happiness by using the product should always produce brand loyalty; no other product under a different name is promising me this specific, happy outcome. Bottom line, there should be no difference between producing happiness and producing brand loyalty if the product has been branded successfully with a true DSI.

blog #1 - DSI spotting

What are 4 of your favorite brands? Why?

The first brand on my favorites list definitely has to be Udi's. It's a line of gluten-free food, and is sold at most grocery markets and health food stores. As a gluten-free eater, I love Udi's because they offer gluten-free food that actually tastes good (unlike their competitors Glutino and Annies). Udi's has a variety of foods to offer, ranging from bread, bagels, cookies, croutons, pizza crust, granola, etc. They market themselves as being extremely healthy, 100% gluten-free, as well as creating foods which taste like tradition pastries and baked goods.

My next favorite brand would probably be Stride gum. I love it because it really does last longer than any other gum. I'm a big gum-chewer (I'll buy it by the carton at Costco), and Stride is exactly what I want out of gum that I buy - a great taste that lasts for at least an hour. The fact that it lasts so long means I buy it more infrequently, therefore saving money.

Another brand I'm absolutely obsessed with, and have been for seven years, is Bare Minerals. It's a foundation make up made from minerals, and has a powder application. I first saw ads for this product when I was 15 on a trip visiting America, and I ran to the store to buy it and see if its claims proved true. Bare Minerals held true to everything it advertised: it's healthy for your skin, it feels light and weightless, and it appears natural as if the user isn't even wearing make up. I would stock up every time I took my annual trip to America, and years later I'm still a devoted user.

Last on the list of brands that I love (and I might be biased because I work there) is the Gap. I love the Gap because it is the leading brand in basics, and it represents American style better than any other retailer. The clothes are simple, varying in color, affordable and durable.

UDI'S - site link

Question 1 (the Golden Question)

Udi's is absolutely superlative in being #1 in the gluten-free food market. It surpasses its competitors in all aspects. It is important because it is helping its buyers with the two things that really matter - keeping food safe for those with celiac disease and maintaining a healthy stance. Their message is completely believable; one of their largest claims is that their products are produced in a 100% gluten-free facility. As someone who is allergic to gluten, I can safely say that their products have never given me a reaction.

Question 2 (the Substitution Question)

Udi's passes the substitution question because anyone who eats completely gluten-free knows the difference in taste between various companies who claim to create foods that don't actually taste gluten-free. Glutino and Annie's are Udi's largest competitors, but Glutino and Annies could never replace Udi's and claim to make food that actually tastes like traditional baked goods. Anyone would say they might taste good, but certainly not like gluten-filled food. This is Udi's greatest claim, and it can't be topped by any other company.

Question 3 (the Star Question)

Udi's mainly advertises itself to niche markets, such as ads in health food stores and magazines. In this way, it is memorable in its target demographic: people who care about their health and diet, or people who frequent such stores because they have a disease that limits their diet. Udi communicates its company as personable, heath-conscious and inviting, and advertises its food as gluten-free and delicious. Nothing about it is misleading, and the target demographic of Udi's advertising will find their company and products to memorable for all the right reasons. Their DSI holds true in every aspect.

 

STRIDE - site link

Question 1 (the Golden Question)
Stride is completely superlative in a specialty; it is marketed as gum with extremely long-lasting taste, and that's exactly how the product performs. Stride's specialty is certainly important; the length of time the product lasts is one of the key factors a buyer takes into consideration when purchasing gum. Their DSI is certainly believable, and anyone who uses their product will undoubtedly find Stride's claims to be valid.

Question 2 (the Substitution Question)

Stride passes this test with flying colors! No one could take their competitors, such as Dentyne or Trident, and give them the tagline "the ridiculously long-lasting gum". Other gum companies have other specialties such as intense flavor, calorie count, fruity flavor, or breath-masking abilities. Stride is the number one gum in lasting flavor; no other product can make this claim, and if they did it would be false advertising.

Question 3 (the Star Question)

Stride actually has fantastic advertising; they use humor and varying scenarios to highlight the long-lasting flavor tagline. The product is never bypassed - it is the star of the ad every time, and as a plus their ads are always memorable. The viewer remembers the product and what it stands for, as well as having a chuckle at the commercials. The communication of their DSI is very successful.

BARE MINERALS - site link

Question 1 (the Golden Question)

Bare Minerals has a key superlative characteristic: it is the number one mineral make up company in the world. It brands itself as being healthy for your skin, natural looking, and "so pure you can sleep in it" Their message is very important and their product means something because it delivers two key qualities; the make up is healthy for your skin and it makes the user appear to not be wearing make up at all (two characteristics all women desire). There is a believable and logical reason as to why their product works the way they advertise it. Using minerals as foundation in the form of power application IS healthy, and upon using the product, any user would fully believe their claims.

Question 2 (the Substitution Question)

There is no doubt that Bare Minerals is number one in its specialty. Ever since they entered the market, endless other companies have begun to create mineral foundation dupes to Bare Minerals - even going so far as to claim every single quality Bare Mineral advertises. Maybelline, Revlon and L'Oreal are examples of companies who have delivered mineral make up lines and failed. They don't give the same natural glow, and they don't offer same lasting quality; they can't claim to be the front-runner in mineral make up. Any woman knows (or would know after use) that no mineral make up can match up to the quality of Bare Minerals. They stand out in their specialty, and no other product can steal their tag line or claim.

Question 3 (the Star Question)

Bare Minerals are best known for their infomercials. They feature women going through the steps of application, followed by before/after photographs and user testimonials. Bare Minerals is certainly the focus of the advertisements. They are successful in their demonstration, and more so because they don't offer false advertising; the product works exactly as it is communicated. Above all, the ads are memorable. It didn't take me long to rush to the store to try their product, and given how successful the company is, I assume the same is true for almost every woman who saw the ads.