Thuis en op het werk
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Studieboeken
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Pearson Longman
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Nieuwsbrief
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Informatie
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The Emocode
Designing branded personalities and bringing them to life
Susanne Piët
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ISBN-13
ISBN-10 |
9789043012331
9043012335 |
| verschenen op |
08-09-2006 |
| Uitvoering: |
pb |
| Aantal pagina's |
160 |
| Prijs: |
€ 20.95 |
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If everything is makeable and all you have got is your life, why not reinvent it? Why would you not put yourself on the map again, made over as a new identity? What goes for you as a person also goes for your brand, your organisation, your company: inject new life into it! You can breathe personality into your brands, but you can also mirror the process and transform persons (and personae) into branded identities. So there is room for manoeuvre with branding experience: welcome to the land of gnidnarb, where personalities can be branded by designing an emotional halo from and around them.
Mind you, this does require know-how on the magic of the emocode. The emocode is the personal bar code that holds the experience profile of an identity. The key to scan this code will provide you access to groups, communities, cultural tribes, clusters, the new social order. Susanne Piët is turning all her readers, professionals or not, into designers. She will initiate you, and will guide you through the world of the vrais sapeurs, hip hop, waste disposal, Christian robes, and touch on concepts such as purchase libido, street credibility and sanctuary. The Emocode can be considered the successor to De emotiemarkt (The Emotion Market, as yet not translated), which was proclaimed Dutch management book of the year in 2004.
Dr. Susanne Piët is a psychologist and acclaimed conceptual trend guru who further specialises in communication, strategy and the science of emotions. She has written over a dozen books.
Some excerpts from reviews of Susanne Piët’s earlier work:
‘Piët explores, by touch, by going on her feelings, the new desires and needs of the transitional period she believes we are living in right now.’
NRC handelsblad
‘...particularly powerful thanks to Piët’s golden pen[...]. This book is fun, written with pace and a sense of humour.’
De Volkskrant
‘Piët does not just record. She contextualises what she records, and adds probing comments and critique.’
P&O praktijkblad
‘Brace yourself for a rodeo with minor and major arguments’ Management Scope
About the Dutch version of The Emocode:
'Piët’s style of writing is refreshing […] The book's content is not academic but inspiring, funny, modern and taken straight from real life.'
Emerce Magazine
Contents
1 The Art of Gnidnarb
Need for a new way of experiencing
Branding as a mirror
Magical Effect: the Hitchcock clinic
The consumer as co-designer
The curse of empowerment
The Consuman Being
Emocoding
A coat of values
2 The Multiple Identity Crisis1
Democratic problems
The social trapeze artist
Identity crisis 1: Good honest coffee
Identity crisis 2: Best is cheapest
Identity crisis 3: The new besiegers
Identity crisis 4: More good honest coffee
Identity crisis 5: The Paul Smith rip off
The consumer taken hostage
Acquired helplessness
Escapism
New eras
3 The Discovery of Identity
I am not myself (and actually never have been)
The other as a stranger
Whom do I belong to?
Mirror image, let’s hear it
Experience of identity through the camera
Your unique identity development
The eye of the other
From the English pub
4 The Social Jungle
Social refl exes
Being single is hard work
Looks as an instrument for social benchmarking
Tribe formation along the lines of a code
The basic ‘in or out’ game
Social dominoes
Personal buffer: the comfort zone
As long as you look good
Ignore it
New Social Order: Respect!
5 Status and Symbol
The Code of status
Three Scarcity Trends
1 Thin as status indicator
2 ‘Ordinary’ as status indicator
3 Bare and empty as status indicator
Status and gap
Buying off our guilt
D Fence
Lost secret
Politically incorrect: incorrect politics
6 The Basic Design
The design matrix
Round-trip to Paradise
The Suitcase project
Feeling like animation
Branding and backwards
Purchasing drive: ‘I shop, therefore I am’
Waste economy
Puppets on a string
Virtually real
Visual statements of fashion and trendiness
Lifestyle as fashion
The Art of Credibility
7 Makeover
Visible and invisible moments
The Great Positioning Choice
Juggling self-control
1 Predator or prey
2 Group thinking
3 Skin or hide
Visual culture and the manipulation of images
The Emocode as an index for identity experience values
One of the herd or free individual
Between two worlds
The Invisible Man
8 Sanctuary
The need for a bubble
Safe on the inside, shiny on the outside
Sunglasses
The mobile phone
Designer Teeth
The Coded Society
Shoes
New metasystems
Sophistication in identity design
9 Transformation
A new life
I M Perfect: Redemption, liberation of yourself
Mental makeover
Scarifi cations
Liberation from the self-image
Transformation of perception1
Hype Design
A transformation in your life
Transformation by looking outwards
Innocence regained
The ‘I-am-Me’ moment
The three crucial elements
Transformation through self-friendship
About the author
Works cited
List of Illustrations
Further sources of inspiration
Index
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