postmodernism Archivos | Allegro 234

postmodernism Archivos | Allegro 234

Postmodernism in crisis times

By | Blog, Innovative Culture | No Comments
Listening “This house is empty now” by Burt Bacharach, sung by Elvis Costello I began to think that this is a good example of postmodernism … You have modernity given by the image, charisma and style of Elvis, and a return to tradition due to Burt’s creation. The mix seems to me fantastic … Hmmmm. I’m such a “postmo”!

And the thoughts continued inside my mind without stopping… Hammering of realism.

We are in crisis and as an effect of a self-fulfilled prophecy it possibly continues for a while…

The point is that crises use to make us so creative, either by differentiating and take advantage of the scare that the others have, or because of a simple and basic need for survival.

The question is: What happens…

  • If a company relaunch an upgraded/modernized version of an old successful product? …
  • If we find something familiar, at a reasonable cost, that helps us to maintain our perception of welfare level?

This led me to two ideas:

  • Traditional companies could develop new products with low investment. Those products would be decoded quickly because they are familiar (reduce uncertainty and create attraction by association). Some time ago a friend told me that he had bought for “cents” a factory of glass bottles because with the crisis, oil price, ecology … the glass would be a basic need … And he was right!
  • In the case of new technology companies (whether for example the case of Webjam), although there isn’t “old successful products”, they could think of needs that until now were habitual provided in other ways, such as VoIP via Skype or Toktumi , or a “looking for job global central site”… I don’t know! … I do need to think deeper about it, although I believe that the concept is there… Do you get the idea behind the scene?

¿Ideas, suggestions, anything?


Eco-Branding… More than chic!…

By | Blog, Living Brands | No Comments

eco iconic

As we can read in TrendWatching, over the past few years, we have moved from eco-ugly (ugly, over-priced, low performance alternatives to shiny ‘traditional sphere’ products and services) to eco-chic (eco-friendly stuff that actually looks as nice and cool as the less responsible version).
eco iconic 3
Now it looks like we are moving to a new stage… to eco-iconic: “Goods and services sporting bold, iconic design and markers, that help their eco-conscious owners to visibly tout their eco-credentials to peers”
eco iconic 4
So, it looks like it’s time for branding… It’s not only a question of chic, iconic and/or whatever… The eco-tribe, in certain way post-modern, is looking not only for fashionable goods. No brand experience left out there that has not seen its carefully scripted messages torn apart, if not exposed for inconsistencies or broken promises…
The experience is build on honest behaviours… Companies have to think, say and act in a consistent way!…
Beware of the clients…We are looking, we are saying, we are their best critics!

The eco-trivialization

By | Blog, Connected Experiences | No Comments

The ecology is a postmodern value associated with welfare. Day-after-day this value becomes more important and relevant for most of us.

The situation is that during recent months, cars advertising -almost all of them, has begun to communicate respect for the environment based on new “eco-engines” (you will see different names for the same kind of functional benefit).

The truth is that they continue polluting, less than before (which is also truth), but they continue.

The key issue here is that the utilization of the word “ecology” is becoming massive in a way that it runs the risk of being trivialized… If this happens, the reputation of the companies would be severely damaged … As well as their brand identities

If so, who to believe? What to believe? What to do?