Reflection of Design Thinking- Comm 388
Thinking is probably the most frequent thing we do in our daily life. We woke up thinking and fall asleep while thinking. However, when I have been asked how do you think, suddenly I lost my words.
It’s the first time that I seriously start to think what is my thinking process. The first thing I came up with is intuition. I don’t feel like my thinking process is following a specific pattern. So when I heard of design thinking, I feel so surprising. Because there are so many staffs that flew across my mind at the “thinking moment”, and we just cannot stop it. However, the studio activity “business in a backpack” changed my mind.
I remembered when I searched for the “resources” in my purse, I founded so many cards like bus pass, printing card, student id, and then I started by asking questions to myself, why should I carry so many cards everyday. Meanwhile my teammate Lu also raised the same question as I did. Afterwards we started with this point and came up with our business idea of making “All in one campus card”. When I look back to see how we established this business idea, I found out all my thinking process start with a question.
Questioning is always a good start which unlocks key insight into the creative thinking process. I mentioned before that thinking sometimes could be a very fast process that may stop you from digging deeply. We have to create some islands of slowness. Questioning, in that way slow down the thinking and provide you with a clear direction of thinking. Questioning is also built on your intuitive observations, afterwards it build up another platform to generate more thoughtful idea. Just like Tim Brown says in his article “strategy by design”, “ in a sense we built to think”.
At the same time, I am also surprised that we are able to create a new business opportunity in such a short time by searching our backpacks. It seems like business opportunity is everywhere that you don’t really have to be a professional designer or inventor to create a new product or doing business innovation. Unfortunately, many people continue to think innovation in a very narrow term. A new invented product like ipad is the outcome of the business innovation. New software like mac ios are engineered, but it is also designed and innovated – “some one must came up with the concept of what is going to do”. All the innovations are “tangible out comes of design thinking,” said by time brown, “strategy by design”.
Design thinking can be a powerful tool when you bring it into the strategic discussion. It is generally a prototyping process that helps you visually describing your strategy. Meanwhile “Design-thinking is rapidly emerging as an attitude and a methodology that equips us with the capability to imagine viable differences, to translate them into designs, evaluate options and move to implementation.” By using design thinking, you are able to make many small changes that may contribute to future innovation in many ways.
Viral marketing – a lesson from Kony 2012
Recently, a youtube video “kony 2012” has been widely spreaded in chinese facebook(renren ). And as the bloger said that “achieving viral spread is the dream of every online marketer eager to capture global interest. That dream has certainly been brought to reality by Invisible Children’s Kony 2012/Stop Kony campaign.”
there are some taking aways from kony 2o12
one f the most successful factor that contribute to kony’s marketing campaign is that they clearly Identifying and connecting with the target market . The campaign team’s choice of a viral video as well as the engaging, fast paced format resonated with the original viewers enough for them to share the video. Asking viewers to grab the attention of popular culture influencers such as Justin Bieber by spreading the video appealed to their desire to engage with celebrities encouraging action.
At the same time the campaign team also Support thier online campaign with offline elements.n the case of Kony 2012 action kits with posters and Tshirts were produced for sale and distribution. IC also went to the streets to put up posters and established an offline culmination of the campaign.Those offline elements strongly remind people and encourage them to spread the message that Kony 2012 want to spreaded, and it made a great success.
last but not least， the campaign team actively keep audience informed ，They continue engaging with your audiences and monitor the direction your campaign is heading in. This helped IC to address criticism and thank its supporters quickly.
blog:
Achieving viral spread is the dream of every online marketer eager to capture global interest. That dream has certainly been brought to reality by Invisible Children’s Kony 2012/Stop Kony campaign.
The campaign, which advocates for the arrest and persecution of Joseph Kony by the International Criminal Court, used an online video to spread its message and raise the profile of Kony on an international scale.
One of the most interesting aspects of the campaign is the sheer volume of conversations it has sparked globally. The number of articles, blog posts, news reports, verbal debates and social media conversations about Kony has turned the audience’s attention to the issue, which is exactly what the campaign set out to do.
Invisible Children (IC) used social media platforms and traditional media, but it is the virality of the campaign that has marked it as a global marketing success. While there has been both praise and criticism towards the legitimacy of the campaign, it is an excellent example of an integrated marketing approach.
According to its Facebook page, Invisible Children uses film, creativity and social action to end the use of child soldiers in Joseph Kony’s rebel war and restore Lord’s Resistance Army (LRA)-affected communities in Central Africa to peace and prosperity.
Apple’s logo evolution
If I ask you to brainstorming something about apple, you may say: iphone,ipad, ipod..etc, I believe that the first visual come in most people’s mind will be the white big apple logo. Most of the time, our first perception of a brand is created by logo. Thus, logo is one of the most important virtual strategy which will help a company presents a brand. I recently working on the project of rebranding of the MBA society. Our first few meetings are all about the logo design. Thus remind me the topic about logo revolution.
When I search for the logo revolution, I got bunch of logo changes in most of big brands. Why do they want to change logo??
Take apple as an example, it change from the colourful apple to black and then be the pure white one. As we can see from apple, its logo changes along with the product development. White is the “brand color” for apple. Recent years, apples’s innovation oriented, delicate brand name and its white flagship products attracts increasing number of consumers in the electronic product market. The pure white logo exactly fits its innovated, delicate product and company image. When I worked on the group on the design of MBA society’s logo, the project manager first lead us think about what image this society create for pubic. The change made on the logo is along with the change in the company’s image. Logo evolution is actually a company’s change evolution. The one who position its product well on their target customers and choose the suitable logo for itself will win the war in the market .
Apple logo history (Appendix)
The original logo was designed by Ron Wayne, who started Apple with Jobs and Woz in 1976. In 1977 White sold his portion of Apple back to Jobs and Woz when they incorporated. The image is a pen and ink illustration of Sir Issac Newton leaning against an apple tree with a portion of a William Wordsworth poem running around the border: “Newton…A mind forever voyaging through strange seas of thought…alone” (Prelude, Book III, Residence at Cambridge)
Steve Jobs decided to scrap this image because he felt that Wayne’s logo was too cerebral and not easily reproduced at small sizes. In 1977, with Wayne gone from the company, Jobs turned to the Regis McKenna Advertising Agency to produce a new, more iconic logo. After several attempts and variations (and a ton of money spent), the result was the most iconic of all Apple logos. The Rainbow Apple logo.
When Jobs returned to Apple in 1997, the company was bleeding money, and Jobs and Co. realized that the Apple logo could be leveraged to their advantage. Placing a large rainbow Apple logo on top of the original Bondi Blue iMac, for example, would have looked silly, childish, and out of place. Not exactly the direction Jobs wanted to lead Apple in. So instead of placing a somewhat minuscule rainbow colored Apple logo on its products, Apple began placing sizeable and Monochrome styled logos on its products.
grow up with “Apple”
After reading Jacqueline Chen’s Blog about apple remind me of a new revolution apple will bring to the education market.
It is very obvious that technology could change the way students learn. Therefore passionate Steve also believed that the Education market could be an important foothold for Apple’s business over time. “Get students excited about the Mac in college and they become lifelong purchasers and evangelists.”.
Apple clearly find its attracness to the youth and have a long term plan to build the brand loyalty among this tech savyy generation.
Apple does not just approach those young users with its innovated, high-tech brand image but also actively seek the opportunity to build relationship in the education market where contain the majority of their young target market.
“Apple has quietly been working with publishers and textbook providers to help them see this vision: while Kindle has helped some well-off consumers experience a better way to consume their New York Times Bestseller’s fix, it has done nothing to help reduce the burden on average cash-strapped student wallet or back(pack). Apple aims to change this.
While not for everyone, Apple’s new iBooks Textbook platform will apply Apple’s ease of use to a traditionally murky process: publishing ebooks or textbooks. Naturally Apple’s solution will make it simple to publish directly to the iBookstore and is aimed squarely at students’ iPads. This becomes something of a virtuous cycle: faculty can easily publish custom books for their classes and require their students to use that book…which requires them to purchase an iPad.”
The economic are simple: just a few textbooks can cost a student more than an iPad and are likely to never be used again. And the missing element is finally provided: interactive content that compels students to learn anywhere and everywhere.
what i understand for Apple’s marketing strategy is that, i called it “growth strtratey” it start appeal customers in a very young age and make their life surround by apple product. Study with ibook, painting with ipad, surf internet using mac. apple accompany those target customers through their growth and make them just can’t live without apple product.
“H&M X Versace” when high ends meet a mass-market retailer
The House of Versace is a brand that, since Donatella’s late brother, Gianni, opened its doors in Milan’s Via della Spiga in 1978, has been synonymous with brightly coloured luxury.However, since the competition in the high-end fashion market become more intense.the Versace’s brand images did not prove quite so buoyant. Shiny models in multicoloured Lycra didn’t relate to the general style consciousness, which had headed to a darker, grungier place. Versace’s profits ground to a halt, and the brand lost its cool.
Now, since individuality and attitude are fashion’s driving force. Versace come up with a brilliant idea of working with another member of the platinum-blond club: Lady Gaga. “Star effect” has worked out very well. “With consummate media-savvy prowess, Donatella put her clothes on, arguably, the most photographed woman of the decade. “When Lady Gaga started to wear our clothes, she received tons of questions on her website asking where she got them.
Of course, not everyone can have archived Versace, but people are ready and waiting for something they can have.In short, the time is perfect for a project that will bring Versace’s aesthetic to the masses: a design collaboration with H&M.
with the help of lady gaga’s personal image, versace successfully create a “demand” for its collections. Based on the fact that not many people are able to afford such a high end brand, its collaboration with H&M help Versace expand its market segmentation. The affordable price of this collection did not pull down the brand name of versace from high end to mass-market but create an idea of affordable fashion. moreover it also crate a wants for young people of the “real” versace in the future, which generate a bunch of potential buyers for its future.
what i learn about myself in comm299
how can i say about comm299? i like it but also hate it..too much work load ….however i find i really benefit from the resume,cover letter and mock interview. in my mock interview, my interviewee give me lots of advice and i realize that i am that kind of person who can bring freshness, energy to whoever meets me. i am not that kinds of serious black white person and i like talk with lots of actions!!!! lol
btw, along with the process wrting my resume, i actually find myself really activitly getting involve and achieve a lot of things!!! i also find my weakness which is lack of skill of networking! so for next year, i will focus in networking with others and try to get a breakthrough!
The greatest lesson that I have learned from someone else
The greatest lesson that I have learned from someone else came from my grade 12 english teacher. she is the strictest teacher in the english department and the average in her class is below 60. some of my friends who “unfortunately“ get her, usually choose to drop this course. at first i feel so hard in her class and my first essay only got 50 out of 100. after that i talk to her and she told me that no pain no gain, if you try you may get a chance to succeed but you may fail as well. however, if you even dare to try you will never succeed. so, for the rest of the term, i work so hard, i did all the homework twice, read the novel before the class. for a in class essay i even get 85! it is the second high mark in my class, i was so excited and even cried out when i got the mark.
i really love the sentence no pain no gain, you can never succeed without paying for it.
Logo evolution!!!
If I ask you to brainstorming something about apple, you may say: iphone,ipad, ipod..etc, I believe that the first visual come in most people’s mind will be the white big apple logo. Most of the time, our first perception of a brand is created by logo. Thus, logo is one of the most important virtual strategy which will help a company presents a brand. I recently working on the project of rebranding of the MBA society. Our first few meetings are all about the logo design. Thus remind me the topic about logo revolution.
When I search for the logo revolution, I got bunch of logo changes in most of big brands. Why do they want to change logo??
Take apple as an example, it change from the colourful apple to black and then be the pure white one. As we can see from apple, its logo changes along with the product development. White is the “brand color” for apple. Recent years, apples’s innovation oriented, delicate brand name and its white flagship products attracts increasing number of consumers in the electronic product market. The pure white logo exactly fits its innovated, delicate product and company image. When I worked on the group on the design of MBA society’s logo, the project manager first lead us think about what image this society create for pubic. The change made on the logo is along with the change in the company’s image. Logo evolution is actually a company’s change evolution. The one who position its product well on their target customers and choose the suitable logo for itself will win the war in the market .
Here is the link of the logo changes in 20 famous company.http://best-ad.blogspot.com/2008/08/evolution-of-logos.html
“I am lovin it”-brand building
When I did the case about the Olympic sponsorship, I notice that sponsoring an event now developed to be an effective way for the brand building. So what is brand building all about? According to Wikipedia, A good brand building exercise is through the concept of “brand awareness”, brand love”, and “ambient brand”.
First of all, generating “brand awareness “among public is kicking the door of a new market, on this stage, media coverage topped the list. Only if people be aware of your brand, there is a chance for them to like it. That mentions the second step of “brand love”. Generally speaking, “brand love” is a process to change people’s preference. Building “Brand love” is a really powerful strategy to expand one’s market share. I know lots of people who only drink Pepsi instead of coke, which shows that their brand preference affect their choice a lot. Building brand love among the target audience is a way to build the consumer’s loyalty. Thus crates a long term effect for the brand’s development. In terms of the “ambient brand”, basically, it is allowed the brand to associate with some other well-known brand that has a positive and effective image among the public like Olympic. The association will create the brand goodwill. That is exactly why company want to get a sponsorship for major events. Brand building is a process of adaption, adapt your target audience to the value, belief, product and company image your company present, with the expectation that eventually your target audience will say “ oh, yes, I’m lovin it.”
How web videos power global innovation
Recently, I saw bunch of music video of “original songs” or “cover songs” on facebook, youtube which are made by different people. Some of them are awesome, even better than a prossional singer. That remind me of the “Ted Talk” I watched recently about the topic “how web video power global innovation?
In china Web video provide a chance for some called “singer on the network” to be famous, they upload their videos on line, if it is good, people will send it on BBS, facebook, then more and more people share it. It is the easiest way for one to get famous. If you think deeply the web video’s power, like the speaker Christ Anderson, you will find web video brings us lots of innovated ideas. There is a potential competition among the web videos. For those who made the music video themselves, they need to make it sounds better, looks better, be more interesting and innovated to attract people. It brings out the innovation. It is similar as the advertising. In order to attract your “target audience”, company should brainstorming for a more innovated idea to achieve the audience expansion. Using mass media as one of the marketing strategy, in some extent can boost the speed of innovation world widely.
Moreover, I saw a comments on the youtube said “I have learnt more in the last year from youtube than i did 17 years from school and college. Amazing source of information.”
Web videos build a platform for people to communicate through the virtual way, and information exchange. Where there is a communication, there is a debate and competition. Then those functional competitions will benefit the society as a whole.