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Did you miss our October PRINT Book Club? Register here to watch the recording and buy your copies of A History of Brands, The Meaning of Branded Objects, and Brands in the Age of AI.
It was back to design school for the PRINT Book Club last week. Hosted by Debbie Millman and Steven Heller, our fascinating discussion with Mark Kingsley, Tom Guarriello, and Richard Shear included wisdom from decades of design practice and teaching, but interesting notes from our cultural zeitgeist that definitely inform and inspire our work as creatives.
The designers, authors, and educators discussed why empathy and subjectivity will always outweigh a hefty marketing budget, why Piggly Wiggly changed our consumer lives forever, and the changing nature and meaning of brands.
Was Queen Elizabeth I the original brand strategist? Richard Shear, the ultimate historian, says yes, and makes a case that our best approach for design is to look at the past.
Mark Kingsley, who created the series, talked about the challenge of distilling 15 years of SVA pedagogy into three coherent narratives.
Tom Guarriello added his signature insights on consumer psychology, and why the science of us can be likened to hardware, while software describes the nuanced ways products appeal to us and why (or not).
Kingsley, Guarriello, and Shear also fielded some great audience questions, about the evolution of Barbie’s worldview in the last two years (has Barbie ushered in a resurgence of feminism?), and what the return of the Victoria’s Secret Fashion Show might mean about our current moment. And, perhaps the most pressing question of all: Do you get annoyed when a big box store calls you a “guest?”
Register here to watch the lively discussion.
In A History of Brands, Richard Shear traces the origins and growth of some of the world’s most recognizable brands. Through a Western cultural lens, he examines how branding has transitioned from simple logos and trademarks to complex systems of identity and meaning that connect with consumers on a global scale.
In The Meaning of Branded Objects, psychologist, professor, and branding expert Dr. Tom Guarriello reveals the powerful ways that brands shape the meaning of everyday objects, influencing consumer behavior and contributing to personal identity.
Brands in the Age of AI is a timely survey of how artificial intelligence is revolutionizing branding, consumer engagement, and loyalty. Through thought-provoking discussions, Mark Kingsley reveals how AI-powered personalization, automation, and data analytics are reshaping the way brands connect with consumers.
The post Back to Design School: Book Club Recap with Mark Kingsley, Tom Guarriello, and Richard Shear appeared first on PRINT Magazine.