BRAND PRE-TEXTUALITY AND RAPPORT AU MONDE

BRAND PRE-TEXTUALITY AND RAPPORT AU MONDE

Businesses and brands have PRE-TEXTUALITIES which define their ‘RAPPORT AU MONDE‘:
the type of relationship established with the world they act in.
This needs to be carefully taken into account in real and pragmatic terms for many reasons:

pretextualities-rapport-au-monde

Most of the time, businesses or brands in need to evolve tend to look for an outside-solution which is both understandable and consistent.

However, PRE-TEXTUALITIES should be mainly considered when it comes to BRAND REPOSITIONINGS, PRODUCT RE- or MULTI-CONTEXTUALIZATION & INNOVATION.

Working on PRE-TEXTUALITIES helps overcoming unduly assumed, over-simplified or out-of-context information.


The brand unit then leaves imaginaire’s territories only to take advantage of latent potentialities from its real spectrum.

KNOW MORE

*SORBONNE / CELSA 2009/2010

©  Sophya A. Mantilla

BRAND STRATEGY

Brands historically appeared to mainly solve a problem of separation between points of production, of sales and consumption:  

exportation
separation
multiplication

 

From the SIGN and the MARK approach, the notion of brand seems to have drifted towards the idea of brand strategy, injecting by doing so an encapsulated WAR CONCEPT in a field where EVERYTHING BUT WAR must exist. Moreover, today institutions, NGOs and even people feel themselves as a brand.

Contrary to business competition, a transfer seems then to have been made from the relationship established between businesses of a same domain [competition] to the relationship proposed to all stake-holders of a same business.

 

© Sophya Mantilla 2015

 

BRAND STRATEGY

TOWARDS VIRTUOSITY: THE SYMBIOSIS

TOWARDS VIRTUOSITY: THE SYMBIOSIS

 

A focus and an analysis of uncommon brand expressions started my research: people appeared in animalized postures degrading and reducing, as a consequence, the concept of human being to the most vital functions and basic instincts only [period of appearance: 2003-2010].

These brand expressions appeared in a period of important economical and financial instability where predatory dispositions were assumed as the unique possibility;  despite immeasurable damages caused by methodologies, imaginaires and actions clearly related to this mindset in many fields.

brutal-competition

unrested struggle for life

degrading archetype copie

Thus, DARWINIAN IDEOLOGIES seemed at that time at the very root of these initiatives despite having proven not only ERRONEOUS – Darwin never fostered the struggle-for-life principle as the optimal one – but also useless in company’s organization, in business, as well as in our society.

 

© Sophya Mantilla 2015

 

SYMBIOSIS-IN-NATURE

This concept was initially introduced to me at the beginning of the 90’s when involved in environmental conservation. If found in wild nature, it is also a process well-mastered by gardeners to create or recreate flourishing or fruitful environments.

SYMBIOSIS is explained in a series of documentaries of JEAN-MARIE PELT (Botanist, Professeur des Universités – France) and JEAN-PIERRE CUNY – L’aventure des plantes – 1982*. It can also be found in mechanisms evoked and recreated by GUNTER PAULI – the Blue Economy.

*(a series not to be considered in bits and pieces, but as a whole).

 

In few words, SYMBIOSIS is not to be understood as the opposite of PREDATION. When harmful, SYMBIOSIS can refer to it, but when positive it acts as an upgraded stage that moderates or better focuses its offenses and defenses. These latter not having to express themselves on a continuous mode, but punctually and in justified situationsThis discontinuity allows then healthy relationship, optimal communication between the elements, even peaceful and positive ” interspecific” relationships, together with slower critical invention* in a secure and fruitful biological system. Nature then appears not as a place of constant ferocity, but as an UPMOST AND REFINED CREATIVE PLACE: BIOMIMICRY [and not socio-mimicry] is for INNOVATION here.

 

OTHER APPROACHES OF THE SYMBIOSIS CONCEPT:

  • MERCEDES-BENZ & its solar painting [materia]: here
  • VALKYRIE COBALT airplane [shape]: here

 

© Sophya Mantilla 2015

 

symbiosis-in-and-outs

  • As it allows a certain DEGREE OF DIFFERENCE and an OPTIMAL COMMUNICATION between the elements within a same system, or between different systems without representing a danger at co-existence levels.

 

  • Elements seem then to be negotiating common or/and  peculiar ‘interests’ in order to maintain the symbiosis with its capacities of invention. A highly interesting phenomenon as it seems to offer a way to overcome at some point the ‘ME-TOOS’ one, or what is known by systematic mimetic reactions, as well as, the ‘jungle/war model’ presented as a sole one.

As a consequence, SYSTEMATIC PREDATION seems to appear as a DEVIANCE of the complete SYMBIOSIS process, impeding the system to reach its inventive level.

  • PERVERSITY or TOXICITY is then active.
  • Many phenomenon can favor it. Among them, THE BELIEF THAT NATURE OFFERS ONLY WHAT IN REALITY IS HALFWAY of its comprehensive model. 

© Sophya Mantilla 2015

technology-and-modernity

technology and modernity 2 copie

REMINDER: Human evolution has been made possible mostly by EXODARWINISM: through the development of tools.

 

*SORBONNE / CELSA 2009/2010
©  Sophya Mantilla

TOWARDS VIRTUOSITY: BUSINESS & BRAND SYMBIOTIC MANAGEMENT

brand-symbiotic

 

  • THE BRAND: beyond the sign, a point of SYMBIOSIS

    Symbiosis is not here to be understood as a free mutualistic system, but as a negotiated and fair relationship where the retribution of all efforts cannot be out of consideration

To reach this, 3 major steps in addition and tools can be used after a strong and well-documented preparation:

 

3-step-methodology1

1. ADAPTED MULTIDISCIPLINARY RESEARCH [an approach developed in 2009-2010 for my research]. KNOW MORE

2. BRAND IMPRINT
Far more efficient than the well-known BRAND PRISM, this tool was originally thought for communication in the luxury field.
Its possibilities go far beyond. Indeed, the BRAND IMPRINT can astonishingly allow exceptional business consistency and development whatever the domain is, together with dynamization plus genuine creative and innovation. Even when this latter does not appear as an evidence at first glance. Marie-Claude Sicard’s has been my direct professor and supervised my research. She acts fundamentally in communication within luxury. KNOW MORE

My approach and experience is holistic and applies on a wider range of activities [dynamization and innovation inclusive]. KNOW MORE

3. Nicolas Bordas’ BALANCE [TBWA – Science Po]: a simple and clever tool that allows to verify at all stages of imprint poles that symbiosis is optimally ensured.

 

quotation of these professionals is to comply to editorial and research protocols and demands. 

© Sophya Mantilla 2015

MINDSET

1. Customers, clients or users, ADOPTERS of any kind have today more than their say; sufficiently to seriously taken into consideration when consistent and justified. There is therefore a TENSION to be made possible.
Reminder: customers, clients or users are mostly the employees of other businesses or entities.
 

2. Neither the Brand or the Adopters are in the center of this system. Both needs to be embraced as a whole and not by pieces. 

3. This is applicable to DIGITAL, HIGH TECH or TRADITIONAL businesses.

4. Each business needs to be considered with its particularity to be led towards its adequate solutions.

PRINCIPLES OF THE SYMBIOSIS

1. PLURICELLULARITY: all mixes will be impacted.

2. NEGOTIATION: A system that tends towards creation and positive balance (homeostasis).


3. EXPLICIT COMMUNICATION: implicit communication has often demonstrated misleading and inefficient out of its original reason why. On the other hand, explicit communication offers virtues at negotiation’s stages as it does not assume that parts can understand without the relevant information package needed.


4. MULTICULTURAL MANAGEMENT: Multicultural here to be understood

– from the different professional cultures [mindsets might be different according to professional domains],

– to generational and geographical cultures, etc.


5. INNOVATION, CREATIVE PROCESSES & IMAGINAIRES founded on history, facts and reality: data, science and techniques must be in in a consistent manner and with strong ethical restrictions.

6. STRONG RESTRICTIONS ON ARTIFACTS’ capacities to damage all parts without compensation or reparation responsibilities (Assimov). 

© Sophya Mantilla 2015

 

1. Multidisciplinary research and insights are strongly required in order to found a reliable decisional basis. 


2. A business, a brand or a product are not mere storytellers. They have often been HISTORY CO-MAKERS / CO-TELLERS.
 a itruly underestimated aspect, as merchants and industries have been so far a precious source of archives, beyond official ones.


3. All terms are studied to allow both fast and slow but consequent ROIs. 
FINANCE may find true interest for this to happen, as it allows to avoid business erosion and dual phenomenon often caused by some tools.


4.Consequences on ORGANIZATIONAL PROCESSES must not be under-evaluated.

5. Positive participation of additional actors is absolutely necessary:

– RESEARCH will need to recover both a positive disposition towards what a business is. It also must ensure methodologies that do not exclude practice or empirical staffs.
– 
EDUCATION will need to reintegrate all needed to prepare for all this. SCIENCE and TECHNOLOGY must be completed by ARTS and HUMANITIES in a rigorous way. ECONOMICS and FINANCE are obviously not to be placed apart.
– All MEDIA, as well as PUBLISHING and CULTURE INDUSTRIES will have their role to play.
 STRATEGISTS will need to go for more than a concept, an insight, or DATA 

©  Sophya Mantilla 2015

 

What-brand-symbiotic-is-not

 

1. A PURE ENVIRONMENTAL APPROACH Our economies have not proven to be able yet to totally discard some industries and types of extractions. Furthermore, pure environmentalist approach has historically demonstrated HIGH AND SERIOUS LEVEL OF INTOLERANCE to be known and cautiously overcome.

2. A DERIVATIVE OF AN INAPPLICABLE COMMUNISM

  • Certain political regimes or public administrations, even in some developed countries, have reached today a perception of business or companies as a negative player. Where this happens, levels of unemployment tend to be higher, imposing the public system to require out of proportion taxes on medium & small size businesses for compensation.
  • Furthermore, ‘FREE MODELS’ tending to come from cultures where donations are current, do not work well in cultures where everything free is expected and experienced as a normality.
  • ‘FREE MODELS’ when only one side-supported also might be engendering an undue pressure in terms of revenues extraction from detrimental forms as regard to client relationship quality and long term sustainability.

 

3. AN IDEOLOGY JUSTIFYING ABUSE FROM ANY KIND OF HUMAN GROUPS.

Contrary to other people’s approach, I am not against religion. I do believe they are profoundly to be respected. VIOLENCE is an excess and a distortion whatever its roots are. Moreover, today any person can express any type of conviction as violently as any excess attributed to religion. Religion has always been taken into account in international business and diplomacy. It is pragmatically considered as part of culture management.

 

4. A SET OF TOOLS TO BE HANDLED CARELESSLY

Knowledge, experience in its widest meaning and many types of trainings seem seriously not to be underestimated. This is thought to improve not to degrade.

 

©  Sophya Mantilla 2015

TOWARDS VIRTUOSITY: BUSINESS & BRAND SYMBIOTIC MANAGEMENT

SYMBIOSIS NEEDS PRE-DESIGN

SYMBIOSIS NEEDS PRE-DESIGN

PREMISES

1. People are not brands or products.

2. The following has been thought for brands and institutions in real needs and in lab conditions first.

3. It can be applied to investigate sources of development and ROIs improvement.

4. It may have been one of the first comprehensive dedicated lab. [If not the first one]

5. Results at prototype stage have demonstrated rather efficient in terms of understanding, dynamization, creativity and path to innovation.  

 

A LAB or WORKSHOP context allows to explore, experiment possibilities in conditions rarely reunited in a daily hectic context within most of businesses and brands.

During 4 years, I created, prepared and led these workshop/lab upon identified real needs*. Far beyond an exclusive aesthetic and digital approach usually developed to respond to BRAND REPOSITIONINGS, these conditions foster

 

© Sophya Mantilla 2015

I. BRAND AND BUSINESS

1. the exhaustive review and audit of all PRE-TEXTUALITIES related to a business, its brand and all its expressions – product and services inclusive.

2. its holistic strategic repositioning and the creation, at concept and design or prototype levels, of new products (tech and non tech) and services, apps, brand places, rituals and the whole range of relevant partnerships.

3. the adjustment of its business model when necessary. PURPOSES: gather the old and the new, re-socialize the whole unit and all of its expressions in the cleverest symbiotic manner. As, contrary to what it is often claimed, the old and the new are most of the time far from exclusive. Applicable to digital or non-digital businesses.

 

Brand-Business-lab  

BRANDS’ CHARACTERISTICS
1. Old but still meaningful.
2. Precursor but with a development in need to be revised and/or extended.
3. In a domain which segment has been seriously and unduly damaged.
4. Inadequate move of its positioning.

DEMOS [end of prez] 

 

Works are under copyright protection
as stated. A.D. guidance provided during these labs
.

 

Additional information: 1. NATURE is part of raw material and final impacts monitoring, together with preservation policy and not to be approached as pure environmentalism focused.

2. CULTURE here is to be understood in it largest meaning: It can be professional, generational, social, geographical, etc.

3. This labs were a total exception in the place I could make them happen.
They have suffered from spoliation by companies who were meant to advise the school.
I am therefore and unfortunately in the total impossibility to recommend this place.

Very serious ethical impediments oblige me to mention this. 

 

© Sophya Mantilla 2015.

II. PRODUCT

As for PRODUCT DYNAMIZATION or CONTEXTUALIZATION, far from targeting a hyper-segmentation, the aim has been to look at all occasions a product could be addressed with little modifications towards different critical-mass segments at once in accordance to usages, lifestyles, year seasons or rituals, stages of initiation in order to ensure a dynamic and a segment widening or renewal. An approach that

1. imposes obviously a very well thought production chain when it comes to material domains
2. can surpass mere promotions or aesthetics
3. establish optimal connections with innovation
.
It also requires a preparation of data management and research that allows appropriate understanding, insights and their quantification in order to reach SCALE. It can offer outstanding opportunities of PAIRING & PARTNERSHIPS.

  PRODUCT-DYNAMIZATION-LAB

Characteristics:
1. A category difficult of access but still of a real interest in other formats.
2. A product become unattractive because of a perceived unbalanced offer.
3. The need of pairing for the product value to emerge.
4. A product needing to be culturalized to reach scale.

DEMOS  [beginning of prez]

Works are under copyright protection
as stated. A.D. guidance provided during these labs
.

OTHER DOMAINS CONCERNED: art exhibition, department stores, ready-to wear, and more.

Additional information: 1. NATURE is part of raw material and final impacts monitoring, together with preservation policy and not to be approached as pure environmentalism focused. 2. CULTURE here is to be understood in it largest meaning: It can be professional, generational, social, geographical, etc.

© Sophya Mantilla 2015.

 

I. PRE-DESIGN phase is not an instantaneous approach and requires preparation and optimal conditions.

 II. PRE-DESIGN allows to investigate all levels of a domain upon which a business, a brand or an institution acts or is impacted by: META*, MACRO, MEZZO & MICRO.

 

META-LEVELS are today constituted by all INFORMATIONAL & FINANCIAL systems capable to act in sophisticated, programmed & autonomous ways.

 

© Sophya Mantilla 2015

COMPANIES & BRANDS EXPERIENCE THAT LED ME TO THIS

 

mosaik-logo-2

 

From insider positions to external collaborations, my involvement within or alongside these companies has constituted an excellent basis to understand what contributes to a business and a brand success.

Auditing, handling and/or developing a very large span of projects in such diverse domains has shaped not only my knowledge, but also my ability to spot, understand and guide towards what it has been introduced previously as BUSINESS and BRAND SYMBIOTICS, and, when necessary, towards innovation.
   

COMPANIES & BRANDS EXPERIENCE THAT LED ME TO THIS

VISUAL BRAND IDENTITY MAP

VISUAL BRAND IDENTITY MAP

Further  to aBrand-Identity-Map-e1429914960595 major repositioning and re-branding experience, I, as a brand and marketing professional who collaborated with designers through many manners, and MIGUEL MANTILLA, a graphic designer who had developed numerous visual brand and institutional identities, started and shared a reflection on what an identity was made of and its different forms of expression.

From this work, supported by a key bibliography, but most of all by our respective experiences, we gave birth to what is called today the Brand Identity Map. In French, la “Carte d’Identité[s] Visuelle[s]”. © Miguel & Sophya Mantilla

After gathering the sources, scanning the tradition and the different manifestation that a Visual Brand Identity can adopt, we reached the conclusion that there were several categories of brand identities to be taken into account in both brand and marketing strategy’s approach.

Their visual expression being then a consequence of a well understood reality analyzed from different focus and led to adopt static or “PROTÉIFORME” (protean), in other words ‘dynamic forms’.

These latter identity can actually be dispatched nto 2 major typologies:
I. Dynamic Identities
II. Static but plural identities

Brand-Identity-Map-e1429914960595In 2014, 2 major works appear to be the nicest incarnation of these possibilities:

FE GREEN serpentine green

FUNCTION ENGENEERING  for its simple form.

SERPENTINE GALLERY for its updatable or seasonable form. An already existing form but rare  in printed format only.

Brand-Identity-Map-e1429914960595
Plurality often stems from the need to express not only a broadly compounded entity, but also from the decision to give an existence of its own to each component.
 
 
mit green edp green 

MIT  [2014], after its first steps in 2011: EDP by Sagmeister

A form which roots can also be found in UNILEVER‘s logotype.  

SYMBIOSIS NOTION MENTIONED BY OTHER AUTHORS

This notion has been explored in different fields. In my case, it appeared when trying to understand what was meant by a darwinism constantly evoked in social relationships and organizational processes related to nature. This to validate or invalidate imaginaires systematically related to predation as the sole natural one, as previously introduced, when it appears scientifically that it should not be done. This list might not be exhaustive and shows different domains of use of this concept.

  • THE SYMBIOTIC CHARACTER / Stephen M. Johnson – 1991
  • SYMBIOTIC INTERACTIONS / A.E. Douglas (Oxford Science Publications) – 1994
  • THE SYMBIOTIC MAN / Joël de Rosnay – 2000 A book I did not read at that moment and that focuses on what it is still referred sometimes as transhumanism. Something I evoked partially as “l’homme prothétisé” upon other sources and which does not only include biotechnology but any artifact -old or new. This author, special adviser to the Cité des Sciences et de l’Industrie (Paris)- is more than recommendable to be read. This at least to acknowledge what he could perceive already at that moment.
  • SYMBIOTIC REALISM: A theory of International Relations in an instant and an interdependent world – January 2007
  • SYMBIOTIC SUPPORT CHANNELS: How Smart Vendors Create Powerful Partners / Eric Eidson – 2012
  • SYMBIOTIC INTERACTION: 3rd International Workshop, Symbiotic 2014 – Helsinki, FINLAND, Proceeding in Computer Science… Applications, incl. Internet/Web, and HCI – Giulio Jacucci, Luciano Gamberini, Jonathan Freeman- Anna Spagnolli.

In France, some people have placed expressions with this qualification under copyright since 2013 mainly. I am not related to them.

SYMBIOSIS NOTION MENTIONED BY OTHER AUTHORS