24 SEP 2015
Today design is called to re-define the value of objects and the relation of the brand with the public: how does Univisual respond to this request?
First of all, we agree with the customer that design, from a planning viewpoint, is the point of arrival of a strategic process where the role of the brand is extremely evolved nowadays. Much is spoken about storytelling, interaction with the customer, social-network…definitely, all important aspects to communicate, however the real critical aspects of the brand identity are often treated with scarce regard in order to set aside from competitors, and are weak to engage the consumer, beside the product.
Which are the emerging trends or issues that you are dealing with?
Univisual is mainly contacted for structural or evolutive changes, by firms that decide to focus their business strategy on the brand. Therefore, the problems that we are dealing with, are of strategic nature and secondly, of systemic design.
"Brand Identikit", first book exclusively dedicated to brand identity, written by Gaetano Grizzanti and published by Fausto Lupetti Editore. The volume is at its second edition.
Therefore, how does the brand need to be in order to work – as you say – according to 3.0?
The brand must be turned into a tool to diffuse a “credo” able to engage most of the target, creating a syntony of thought without being victim of a commercial proposal. This way, an independent link from social and cultural variables is created, not only in terms of trust and quality - pre-requirements bound to the product and service - but also in terms of internal similarities.
This article is extracted from magazine: "Pubblicità Italia" issue no. 7 - September 2015 (TVN Group)