Title: Aesthetics, Semiotics, and Their Effect on Brand in an Era of User Generative Design.
Publication Date: 3/2016 (multiple iterations)
Author(s): John Seime-Raven
Page Count: 200+ (Currently)
Availability: Not Available. Currently in re-write for non-academic publication.
Description:
“How are the Corporation and the Consumer affected when the brand (Semiotic) and the product (Aesthetic) begin to separate in an era of one-off, user-generated, design?”
Excerpt:
“Brand is more than a series of graphics and gestures systematically marking all things belonging to a group. Traditionally brand has been about ownership and protective management. It is a highly managed process that reflects a company’s commitment to the product and consumer and fosters a base upon which consumer loyalty can be developed. In return, consumers invest in the relationship and develop a sense of loyalty and trust. In this relationship brand integrity lays in the psychology of the consumer and is the responsibility of the brand to stay current and valuable in the consumer’s mind, not for the products it produces, but for the inherent value in must establish in order to retain success. Brand management teams decide on aesthetic decisions and the consumer accepts that these decisions reflect their product needs.
However, with the rise in one-off manufacturing, rapid design technology, and rising expectations of customization, this relationship is changing. Marketing is driving for more personalization and the expectation of the consumer is that product customization will directly follow. The aesthetic decisions for a product or brand, once the purview of a select few with the skills and knowledge to execute those decisions, is now moving into the hands of the consumer. By inviting the consumer to participate in the aesthetic decision making of the desired product, brand will need to redefine the relationship between consumer and producer.”
Title: The Psychology of 3D Printing on Brand Effectiveness
Publication Date: 3/16
Author(s): John Seime-Raven
Page Count: 4
Availability: By Request Only
Description:
“The basics of the relationship, Trust, Negotiation, and Pricing will all be altered as the consumer takes over a part of the brand relationship usually managed by the producing corporation
(Fugate, 2007).”
Excerpt:
“3D printing will alter this relationship. In a short period of time, consumers will be able to go online, pick a product, or part, and have it made locally by 3D print shops. When this takes place, the consumer will also be able to alter the original manufactures product and create new parts for the system. The idea of customization is not new, but this change alters the idea greatly. When the aesthetic of the product is out of control of the brand, but the brand retains its place, the consumer relationship in its current state, ceases to be relevant. Brands rely on aesthetic control as part of a loyalty plan. That component being placed in the hands of anyone breaks the plan and requires new definitions of what brand means.”
Title: Automated Marketing: Anticipatory Computing and Predictive Analysis
Publication Date: 10/13
Author(s): John Seime-Raven
Page Count: 3
Availability: By Request Only. Restricted Analysis.
Description:
“By automating the functions of marketing, a company can provide rapid personalized responses to its consumers more efficiently and less costly than non-automated services. While there exist technologies to fulfill this role, they lack in the benefits of an Anticipatory System.”
Excerpt:
“With the advent of consumer-based technology came a change in the way corporations interact with their consumers. Data mining became a standard and the expectation of the consumer changed from a group logic to a more personalized interactive model of corporate-consumer relationship. Consumers started to expect that companies would relate with them in a manner that supported them and reinforced personalized consumer decisions, and corporations responded accordingly. However, the methodology behind these interactions and the decisions on how to manage them has not changed at an equivalent pace. People, opinions, and interpretation of data based on human cognition are still the standard. More recently, corporations are implementing predictive analysis tools and automated marketing to provide for the consumer desire. The next step in this evolution of corporate-consumer relationship is Anticipatory Computing as a marketing tool.”
Title: A Uniquely Shared Experience
Publication Date: 12/12
Author(s): John Seime-Raven
Page Count: 14
Availability: By Request Only.
Description:
“Virtual environments and visual simulations are more and more becoming a part of the Internet landscape. With few exceptions virtual environments have yet to become a dominant force. As this changes and more of these environments grow, so will the need to connect them and ultimately, the need to create a larger shared experience.”
Excerpt:
“Exponential advances in Graphic Processing Units and Internet delivery systems have made new growth possible. Fueled by an opportunity to create more advanced and detailed environments than ever before, the tech community continues to create more stable platforms capable of processing and rendering these ever increasingly realistic worlds. Even as the text-based web continues its parallel development, more Interactive Immersive Environments are being developed.
But a problem exists in that the developers never left the single–world test model. As worlds were being developed, they were developed in limited scale, disconnected from all other simulations and environments. As this continued, the larger idea of interconnected worlds was left behind for the ease and control that isolated environments offered. The idea of an ever changing and growing “cyber” landscape was dismissed as overly complex, in favor of corporate controlled and technologically limited metaverses.”
