thriving in the age of creative commoditization

Thriving In The Age ofCreative CommoditizationDean Logan | 03.16.16 #ThriveSXSW

There’s an alarmingshift happening tothe design industry

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this…@Deano1739 #ThriveSXSW

this@Deano1739 #ThriveSXSW

this@Deano1739

It’s coming fromevery direction

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@Deano1739 #ThriveSXSW

@Deano1739 #ThriveSXSW

But, it’s not evil

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Clients can’t seethe difference

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@Deano1739 #ThriveSXSW

“We need some dogs.”

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@Deano1739 #ThriveSXSW

@Deano1739 #ThriveSXSW

@Deano1739

This hashappened before

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@Deano1739 #ThriveSXSW

@Deano1739 #ThriveSXSW

@Deano1739 #ThriveSXSW

@Deano1739 #ThriveSXSW

So, what’s the way out?

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First, let’s start with language

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Logo Design

Web Design

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WEB DESIGN!

WE NOW OFFER

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Rethink ourdesign criteria

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Don’tdesign this…

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Design this

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Create for today’smarketing landscape

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“Develop a branding element/logo to communicate the danger posed to a specific group of people who are at risk for a condition known as Iron Overload. It is caused when an individual has had more than 10 blood transfusions in their lifetime.”

Creative Brief

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“Develop a branding element/logo to communicate the danger posed to a specific group of people who are at risk for a condition known as Iron Overload. It is caused when an individual has had more than 10 blood transfusions in their lifetime.”

Creative Brief

@Deano1739 #ThriveSXSW

“Develop a branding element/logo to communicate the danger posed to a specific group of people who are at risk for a condition known as Iron Overload. It is caused when an individual has had more than 10 blood transfusions in their lifetime.”

Creative Brief

@Deano1739 #ThriveSXSW

Did you know that 10 or more blood

transfusions can put you at risk for IO

(iron overload)? If you’ve had 10 or more

during your lifetime, ask your doctor

about IO and how to test for it.

transfus ns?betransfusionsmart.com

@Deano1739 #ThriveSXSW

@Deano1739 #ThriveSXSW

@Deano1739 #ThriveSXSW

Specialize

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Don’t be this…

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Be this

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Sellholistically

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Don’t market this…

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Market this

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See newdirections

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§ Brand asset management/taxonomy

§ Cloud storage management

§ Module-structured assets

§ And of course…

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#ThriveSXSW @Deano1739

Thank youdean@foundationbranding.com