In this post, Jiaying Wang talks about the importance of creativity in branding. Leading up to the Degree Show she shares her perspective of the Practivist as Innovation Manager.
The Practivist is the innovation manager that aims to find a balance between the uncomfortable and the comfortable. His role is essential in corporations that target creativity and seek radical innovations.
As a Master’s student in an art and design college, my attention was drawn to the discourse of brands, which I believe is the prerequisite to formulate complex business network of artworks. There are many small companies trying to build their own brands, but most of them struggle with maintaining long-term success. Artists and designers believe that their ideas should be the center of the brand creativity, while the business managers believe that brand creativity should be user-centered. In my research, I investigated how inspiration (artworks) can boost brand value.
Artwork is not only visible work, such as paintings, sculpture or products. Inspiration in business can be measured from different perspectives: design (product, fashion, furniture design: how those objects add value to people’s lives), culture (how companies position themselves), and finance (ROI: how much is the monetary return from investments in art-projects). Each perspective adds a different value propositions to creativity.
In addition, globalisation has disrupted some old-fashioned business models. Before, companies would be managed based on their brand recognition, design, marketing and sales. However, this model is not suitable for our modern age because the cycle is too long and information travels much faster. Managers get data by the end of sales season, which leads to a necessary reaction to the market needs. Therefore, the process of brand management should be shorter and broader in order to deliver the brand value quicker and integrated.
Some people argue that inspiration cannot bring calculated value because accounting systems cannot distinguish inspiration from sales result. However, inspiration creates a trustworthy bridge between products and customers. In addition, it demonstrates that companies that are capable of influencing their employees and customers form a successful brand community (Kapferer，1998).
I used the Practivist approach to explore the principles of brand value, and balance them from the perspective of design, culture and business. My proposed brand operation system unites each department into a brand community. Moreover, it allows sub-departments to work complementary at each stage and think about brand inspiration all the time. More important, my brand philosophy tends to liberate collaboration where a brand community is conjugated. In culmination, I believe that brand strategies for the globalised world have to move towards a more open system, utilising multiple communications, collaboration and creativity.
To learn more about the Practvist and Jiaying’s research, stay tuned for the upcoming MAIM 2015 Degree Show, taking place at Central Saint Martins in the week starting on the 24th of June.