Brand: an intercession tool for the creation-conception and assessment of impacts

Abstract

The present communication aims to introduce an intercession tool in the design or re-design process of a brand for the creation-conception-assessment of impacts of the brand, which will support the designer in his decision making. In his performance, the designer is usually confronted with a double complexity, the narcissistic perspective of the client ordering the job, not infrequently trying to impose it, and the designer’s own perspective, often twisted due to his lack of knowledge of much of the environment where the brand finds itself inserted in and/or because he is eager to experiment new visual forms. The lack of tools, conceptually accurate and simultaneously easy to use, to carry out the implementation, collection of data, analysis and assessment, together with the pressure felt by the time needed to devote oneself to complementary studies to support the whole process, raises a few questions emerging from the process free option. So being, within the methodology approach of study the case, two methods are used which, within their differences and complementarities, are taken as fundamental to build up this new tool. The purpose of this tool is to revolutionize. On one hand, to control the above mentioned complexity, but above all to contribute and strengthen the visual component of the brand sustained in argumentative grounds that will become evident upon using the tool. The wish is not to conceive a tool that will design the brand, in other words, that will formally submit it, but that, at the time of making decisions, will turn out to be a help or an influence, providing relevant data, the designer alternatives, both formal as conceptual. We should also point out that the conceptual basis of this tool comes from the conjunction of two instruments designed for assessments eminently qualitative that not only complement themselves, but also act like a checking and monitoring device between them: one is the “constellation of forces” method (1960) by Abraham Moles, essential at the stage of collecting data, and the other is the “semantic differential” (1957) by Osgood, that explores and extracts information from the previously acquired data.