THE THOUGHT TANK - design inspiration

In a few years time, brands will treat us like the Beckhams, but only if you're hot enough

Wed, 22 Aug 2012 18:12:36 +0100

Ever since sponsorship and advertising became a core part of a successful B2C company, an essential part of a brands’ strategy has been to get their products in the hands of their top target audience. Millions of pounds has been spend on deals to net famous stars (Derrick Rose, point guard for the Chicago Bulls, just signed a $260 million deal with Adidas), often to great effect. The benefit of such deals are clear, huge sections of the brands audience can be targeted at once and not just in a 30 second TV slot, the deals can often last for over a decade.

Such deals are not alway harmonious however, Nike pulled out of their record $100 million sponsorship deal with Tiger Woods after his 2009 affair scandal. Why would a brand want to spend millions of dollars to be affiliated with a widely unliked celebrity?

Of course, sponsorship is not the only way brands boost their public image. In the 70’s VW’s were seen as unreliable rust buckets by many, so much so that in an effort to change perception the company spent millions buying old cars off the road and replacing them with nice shiny new ones, resulting in successfully changing public’s view.

As we continue through the digital age brands are increasingly required to interact with their audience on a more intimate level - Twitter hashtags and Facebook likes being the new brand currency. So why don’t brands spend that huge sponsorship budget on sponsoring the people who are most important to them, their core customers? According to ‘Sweating For Nike’ a pair of trainers costs $20 to make, meaning for the price Adidas paid Derrick Rose they could GIVE 13 million of their most loyal customers a new pair of trainers, for free.

This could be taken even further though, why not give discount to people depending on how closely they meet the brands idea of their perfect customer. Play Basketball? Check. Aged between 16-25? Check. High earner? Check. Race?! All this information is out there, on Facebook mostly, and is available to advertisers for a fee.

This is a pretty controversial, socialist take on sponsorship I know, but I thought it worth discussing. You could imagine some pretty pissed off people, angry that their friend was able to get a cheaper pair of trainers just because they are taller or better looking. But versions of this are already happening, all be it not quite in the same way. Take Abercrombie’s hiring policy of for example, who openly employ staff based on how perfectly the candidate matches the Abercrombie image, you walk into a store and you feel like you’re in a comercial. It even happens in nightclubs, how often are guys refused entry to a club only to have a group of scantily clad girls walk straight past the cue and get straight in?

The truth is that companies we love already have prejudices, albeit camouflaged under carefully constructed marketing campaigns. They know who they want to sell their product to, they even go to a lot of effort to target them, its just a matter of time until brands work out how go that extra step.

Brilliant “Drawing Apparatus” made from two turntables by Robert...

Tue, 27 Mar 2012 16:40:53 +0100

Brilliant “Drawing Apparatus” made from two turntables by Robert Howsare.

Watch it in action!

nevver: Medici Venus

Wed, 14 Mar 2012 12:28:27 +0000

nevver:

Medici Venus

Amazing OLED exterior concept from Audi

Thu, 08 Mar 2012 11:21:00 +0000

Amazing OLED exterior concept from Audi

Project COALA launches first generation of Dilemma. It is a...

Thu, 09 Feb 2012 17:10:08 +0000

Project COALA launches first generation of Dilemma. It is a series of clear, shaft-like objects with contrasting objects sealed inside. Designed and crafted by hand.

Russell Hill‘s ready made installations made of detergent...

Thu, 09 Feb 2012 17:01:03 +0000

Russell Hill‘s ready made installations made of detergent bottles are great

Japanese artist Haroshi creates three-dimensional sculptures out...

Thu, 09 Feb 2012 10:35:38 +0000

Japanese artist Haroshi creates three-dimensional sculptures out of used wooden skateboard decks, over the years he has developed a technique where he carves stacks of old skateboard decks and cuts them into wooden mosaics. He then assembles the mosaics into the chosen form in which the exposed layers reveal various patterns.

Man vs Machine’s new More 4 Identity is stunning.

Fri, 27 Jan 2012 13:44:42 +0000

Man vs Machine’s new More 4 Identity is stunning.

Brilliantly simple idea, reflect a flat, horizontal building...

Wed, 25 Jan 2012 17:43:30 +0000

Brilliantly simple idea, reflect a flat, horizontal building onto a vertical mirror and let people interact. see more here

Photo

Wed, 18 Jan 2012 11:05:07 +0000

Great idea fron supermarket chain Tesco. Billboards featuring...

Tue, 03 Jan 2012 17:11:52 +0000

Great idea fron supermarket chain Tesco. Billboards featuring common grocery items, complete with QR codes, line subway stations. Commuter simply scan the codes with their phones and wait for selected groceries to show up on their doorstep.

LOVE THIS. - Modified 1937 Underwood Standard typewriter,...

Wed, 07 Dec 2011 14:35:46 +0000

LOVE THIS. - Modified 1937 Underwood Standard typewriter, created by artist Tyree Callahan lets you paint in colour. See more shots here

Love it

Thu, 24 Nov 2011 11:23:42 +0000

Love it

Photo

Mon, 10 Oct 2011 11:47:32 +0100

Nice idea Projector Ring

Wed, 28 Sep 2011 10:00:30 +0100

Nice idea Projector Ring

This could be the best thing I’ve seen all year,...

Tue, 20 Sep 2011 14:48:32 +0100

This could be the best thing I’ve seen all year, Face-mash, real-time face substitution.

Object Abuse at KK Outlet Object Abuse, London’s KK Outlet...

Tue, 06 Sep 2011 10:47:28 +0100

Object Abuse at KK Outlet
Object Abuse, London’s KK Outlet challenged a group of leading artists, designers and stylists to transform an everyday object, repurposing it to create an entirely new item, using as little additional materials as possible. See more here

Turner Duckworth limited edition coke can. L.O.V.E. I.T.

Fri, 02 Sep 2011 09:59:25 +0100

Turner Duckworth limited edition coke can. L.O.V.E. I.T.

Nocturne by Chad Wys.

Mon, 08 Aug 2011 14:02:50 +0100

Nocturne by Chad Wys.

Ring of colour: An ant’s transparent abdomen shows the colour of...

Mon, 08 Aug 2011 13:59:06 +0100

Ring of colour: An ant’s transparent abdomen shows the colour of the food they have eaten. (Mohamed Babu / Solent News & Photo Agency)