Brand Principles For The 21st Century with Kevin Finn (some explicit language)
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- Опубліковано 10 кві 2023
- A brand isn’t just a logo, right? There’s so much more that makes a brand what it is, and as such, there’s so much more that designers can do for businesses that are building a brand. In this video, internationally recognized designer, author, and advisor Kevin Finn talks about what branding is, and how he thinks both branding, and a designers role in branding, can evolve in the 21st century. He shares a few principles that are important to understand, and talks about how the world is changing, specifically for businesses and their customers in the 21st century.
Want more of Chris's conversation with Kevin Finn? Follow this link to the interview portion of their talk: • Purpose Is Motivationa...
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Host: Chris Do
Producer: Mark Contreras
Cinematographers/Editors: Stewart Schuster, MOCS Media, Tasca Studios
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Prediction: The viewership on this video will be criminally low relative to it's importance and usefulness. Thank you Kevin, thank you Chris🙏🙏
We are patient. Eventually people will tell people.
Sincere thanks, Frederik. The fact it resonated with you is wonderful in itself, Kevin 🙏
Not even a minute into the video and this man is speaking some straight facts!
The brand is not just the visuals, the logo, the guidelines.
The way I looked at it is that your "brand" is the sum of your company's communication - how the audience/ consumers perceive your company. That's not just a logo. That's your tone of voice, your business decisions, your interactions, the meta-communication underneath what you're saying and doing, and the ongoing narrative of the business.
The logo, type and color is a visual personification of all of that which help to form and guide the perceptions and associations you want people to have, not a replacement of it.
Thank you for your very kind words, Jonas 🙏
Love how Chris sat still and listened through it all.
Only speak when you can improve on silence.
I'm not even a designer, I''m addicted to Chris
Thank you 🙏
Extremely valuable insight! Thank you, Kevin and Chris!
Loving the comeback of long-form content!! These deep dives are super valuable and insightful!
One of the greatest branding talks I've ever heard. Brilliant conversation, Kevin.
Wow! Thank you so much, Javier. Kevin🙏
This video I will share on all platforms. Thank you Kevin! Thank You Chris! Thank you Futur!
Awesome, thank you!
Thank you, Mike!!! Kevin 🙏
I've always thought about it like this: A brand is the customer's gut feeling about a product or service. And we can influence the customer's gut feeling by controlling the way we look, the things we say, and the things we do. Therefore, a designer isn't "building a brand" for a client, but they are helping their client influence their customer - thus helping them "build" their own brand.
@@JsOnMyF Why do you say that?
Nice!
“We don’t have time to f*ck around” was the 🎤 mic drop moment for me 💁🏾♂️
I’m glad this resonated with you, Shaam! It was a profound moment for me when I came to realise this. With best wishes, Kevin 🙏
Impactful talk on brand, business and living. Please watch and listen to the end. Thanks Kevin.
Thank you, Ogonna. Much appreciated, Kevin 🙏
This presentation was so incredible. This is what I've been talking to clients for the last couple of years. Thank you for reasuring these ideas. Cheers!
Wonderful!
Amazing! Thank you Sergio! Kevin 🙏
"Purpose is motivational. Impact is measurable" Thank you Kevin and thank you Chris
Wow this is amazing. Logo is like a digital badge for a brand not the brand.
This is the best and most impactful video I have came across and thank you for this I really appreciate it.
Absolutely incredible
3:00 i dont want to sound arrogant, but am really happy to have known this for long time. I discovered after having to decide which is the name of my band
Great conversation; much appreciate the share here.
another book I've to buy and read:)) thanks for bringing Kevin Finn to the futur. though kinda missing Chris questioning and adding up to his guests insights.
The fact that Chris was silent for almost an hour speaks for itself.
This is quite impactful and i love the simplicity of it's language and the ease it brought to the understanding of the concept of Brand and branding.
"Money translates to the value you earn from the purpose you serve.
Whereas your business is the means for the purpose,for you to serve a purpose.
Many thanks!! Kevin 🙏
Excellent
Such an eye opener
Many thanks, Jayraid. I’m glad the presentation resonated with you. With thanks, Kevin 🙏
Thanks for the inspirational insights and thoughts❤
Thanks, LP. I really appreciate for your kind words 🙏
When determining one's branding, a company needs to have a good sense of its target market, along with the conventional ethos in society. This ethos is seeing a gradual shift toward "wokeness", as can be seen in trans being an acceptable form of lifestyle. So, in the case of Bud and Nike, they have the challenge of coming to terms between their catering to their audience and the larger ethos.
Thanks for your comment, Mark. I think the term ‘woke’ has been co-opted to mean something negative or weak, which I feel has been done so deliberately by many. As for NiKe and Bud-and any other business or brand-I think their decision is much simpler: doing the right thing. Nike had immediate and a negative backlash from their moving ‘Dream Crazy’ advert. And yet, they also had a massive increase in sales shortly after. Businesses and brands that solely stand for making money are now being seen as shallow. Those who pursue a positive impact, and dong the right thing certainly do get haters, but they will also connect with a loyal following of customers who believe in the same things. Best wishes and thanks again, Kevin 🙏
Thank you in Advance
Thank you too
But what about if the company needs to become an authority in a specific industry, and the company name includes a specific keyword? How do we apply the blank canvas concept here?
Supreme is a great example. The word means something specific, and yet the logo has become a canvas for meaning for their loyal following for decades. How? By being relevant in the lives of their customers and by adding value in numerous ways. By building a community with shared meaning and identity. The logo simply became a symbol for all this; a canvas for meaning on multiple levels for a multitude of individuals. Hope that helps! With thanks, Kevin 🙏
I am having difficulty locating where I could purchase Kevin's book. Could someone help me out?
🧨
Brands are forests. They take time to grow.
Budweiser's decision to put Dylan Mulvaney on its beer can during March Madness significantly downgraded its value, not to mention brand, as can be seen in the plummeting sales and 30 percent loss in company value.
Consider the financial incentives for large companies to bow to ESG mandates and woke 2023 ideologies. What percentage of this new 'impact' language that you see from big brands are platitudes, and how much is actual genuine human concern?
I think it depends on the company and whether their actions match their words.
Hi Isaac. Kevin here. Thanks for your comment. To answer your query, it varies. However, I don’t agree with your premise that companies are ‘bowing’ to ESG ‘mandates’. Nor do I feel ‘woke 2023 ideologies’ is a constructive comment. Unfortunately, these have become common phrases lumping anyone interested in an inclusive and equitable world as being weak and/or ‘extreme left’. They have become a lazy and convenient refrain. As for the financial incentives, I agree on this. But I think you’ve missed the point. The new financial incentives are actually to retain customers and staff who believe in an inclusive and equitable world-and their numbers are growing exponentially. So, the financial incentive is now to either ‘do the right thing’ or simply ‘business survival’ as dictated by a growing percentage of customers. In short, businesses and brands who believe in an inclusive and equitable world are already being rewarded by an increasing percentage of customers, staff and society more broadly. Hope that helps. With best wishes, Kevin 🙏
This is the video with lowest ratio of Chris Do talking time in comparison to his guest 😂.
True
As an old dog in this long run, I must to say that this video is a majestic cut the bullshit for the new generation who are pretty lost in translation and creates for themselves or sells useless strategy.
He's just explaining companies desire to raise their ESG scores without saying those words.
I don't agree. You can have a purpose that doesn't fit those 3 categories.
@@kennuimuffins2426 every comment can be argued with semantics. I understand that.
Hi Zach. That’s actually not what I am saying. I’m saying there is plenty of evidence indicating a shift in society (read: customers and staff) who are now expecting this kind of values-based belief and they are basing their decisions upon the products, value, actions and behaviours of businesses and brands. However, we are in a transition, and there is plenty of greenwashing and shallow marketing spin. But this will be short-lived. For example, in Australia, the ACCC (Australian Competition and Consumer Commission) is already investigating a number of businesses who have been using misleading promotional ’green‘ messages that aren’t true or accurate. Those who are just engaging in marketing spin, trying to score ESG points, will be found out-via their actions, behaviours, organisational culture, products and services-and people will make decisions based on this. Trust is usually accepted on face-value. But when it is lost (through lying, misleading, spin, etc) it can become a mountain to climb trying to regain that initial trust. Sorry to disagree with you, Zach. With best wishes, Kevin 🙏
Mom always said chase was a negative space swastika xD
Yikes!! (Thanks for the comment! Kevin 🙏)