SELECT
PROJECT 1.1 : BRAND GENETICS
RUJIRADA JUTHASANTIKUL
PATRICK DONBECK
BEGIN THE SEMESTER WITH THE FIRST EXERCISE WHICH ALLOW EACH STUDENT TO ANALYSE AND IDENTIFY BRAND USING BIOLOGICAL TERMS WHICH WILL BE USED TO DESCRIBE AND DISCUSS CANDIDATES RELATIVE TO ONE ANOTHER.
EACH STUDENT WILL STUDY WILL BUILD THE CONTEMPORARY CONTEXT FROM A POLL OF SHORTLISTED INNOVATIVE COMPANIES, RESEARCH AND DEFINE THE GENES, NORMS AND MEMES THAT EXIST WITHIN THE DEFINITION OF 3 CANDIDATES.
SHORTLIST OF CANDIDATES
IFTTT
WANDA GROUP
ADIDAS
"IFTTT is the free way to get all your apps and devices talking to each other. Not everything on the internet plays nice, so we're on a mission to build a more connected world."
"The most important of those ideas was—and in retrospect it's quite obvious—that in the physical world, we have almost unlimited amounts of what I call creative control. We're able to make decisions on a second-by-second basis about how all the objects in our world work around us. We decide what to wear in the morning. We decide how to arrange the items on the nightstand next to our bed. We can do things outside the range of what those objects were originally intended to do. For example, we hang our jacket on the back of our chair. We use our hip instead of our hands to open a door when our hands are full. We do this kind of stuff thousands of times per day without even thinking about it. We take this creative freedom in the physical world for granted.
Now, that same freedom or that same fluidity, if you will, is almost totally missing as we transition into the digital world." - Linden Tibbets
IN IFTTT, IT ALLOWS THE USER TO COMBINE THE OPERATION OF ANY APPS OR SERVICES TO ACTS AS AN ULTIMATE AUTOMATION SERVICE FOR ALL YOUR INTERNET-CONNECTED THINGS.
"IF THIS, THEN THAT"
IFTTT CAN CARRY OUT THE COMMAND OR "RECIPE" WHICH COMPOSE OF TWO "TRIGGERS" WORKING TOGETHER AND BE COME THE ACTION OF ULTIMATE SERVICES.
THE FIRST PLATE WAS THE EXAMPLE OF THE APPLICATION AND THE SERVICES AVAILABLE FOR THE USER IN A DIFFERENT PURPOSE.
FOR THE IDENTITY PLATE, THE INFORMATION SHOWS AN EXAMPLE OF PERSON USING IFTTT SERVICES DURING THE DAY. AS IT SHOWS THAT PERSON CAN USING A MULTI-OPERATION OF THE APPLICATION TO COMMAND THEIR ENVIRONMENT AND SERVICES.
"Wanda Group is a Chinese multinational conglomerate based in Beijing. It is the world's biggest private property developer and owner of the world's largest cinema chain, Wanda Cinemas and the Hoyts Group, as well as a majority share of AMC Theatres."
“INVESTMENTS ACROSS A WIDE VARIETY”
IN THIS PLATE IS SHOWING THE INVESTMENTS WITHIN MAINLAND CHINA AND GLOBALLY, THE DALIAN WANDA GROUP HAS SINCE DIVERSIFIED ITS PORTFOLIO TO INCLUDE INVESTMENTS ACROSS A WIDE VARIETY OF INDUSTRIES INCLUDING CONSTRUCTION, ENTERTAINMENT, MEDIA, INDUSTRIAL MANUFACTURING, FINANCIAL SERVICES, HIGH TECHNOLOGY, HOSPITALITY, REAL ESTATE, RETAIL, HEALTH CARE, AND SPORTS.
HOWEVER, WANDA FILM IS THE WORLD'S LARGEST MOVIE GROUP BY REVENUE. IT INCLUDES MOVIE PRODUCTION, DISTRIBUTION, EXHIBITION AND QINGDAO MOVIE METROPOLIS. IT OWNS AMC, ODEON & UCI, WANDA AND OTHER CINEMA CHAINS, AND 1,352 CINEMAS GLOBALLY WITH A TOTAL OF 14,347 SCREENS, ACCOUNTING FOR 12% OF GLOBAL BOX OFFICE. THEREFORE IN THE SECOND PLATE OF WANDA GROUP, IT WILL FOCUSING ON THE FILM INDUSTRY.
ZOOMING CLOSE TO THE FILM INDUSTRY IN CHINA, AS THEY HAVE A POWERFUL LAW THAT CONCERN MUST ABOUT THE CONTENT. IN CONTRAST TO THE PURPOSE OF WANDA GROUP WHICH INTENTIONALLY WANT TO EXPAND THE FILM INDUSTRY TO OPEN FREELY IN THE WORLD THEREFORE; THEY HAVE TO INVEST WITH THE INTERNATIONAL FILM COMPANY.
“ADIDAS IS A MULTINATIONAL CORPORATION, FOUNDED AND HEADQUARTERED IN HERZOGENAURACH, GERMANY, THAT DESIGNS AND MANUFACTURES SHOES, CLOTHING AND ACCESSORIES.ADIDAS IS A TRULY GLOBAL SPORTS BRAND. THEREFORE, EVERYTHING WE DO IS ROOTED IN SPORTS. EVERYTHING THAT HAPPENS IN SPORTS HAPPENS IN MOMENTS. EVERY MOMENT IS A CHANCE FOR THE ATHLETE TO START OVER AND TAKE TODAY.”
THE ATHLETES’ TRUST
PRODUCING INNOVATIVE PRODUCTS THAT MAKE THEM BETTER FOR ONCE. ADI DASSLER’S SECRET TO SUCCESS HAD AN ADDITIONAL PERSONAL INGREDIENT: HE MET WITH ATHLETES (SOME OF THEM EVEN AS VISITORS IN HERZOGENAURACH), LISTENED CAREFULLY TO WHAT THEY SAID AND CONSTANTLY OBSERVED WHAT CAN BE IMPROVED OR EVEN INVENTED TO SUPPORT THEIR NEEDS. THE BEST OF THE BEST TRUSTED ADIDAS AND ITS FOUNDER FROM THE BEGINNING. AND THAT WOULD NOT CHANGE THROUGHOUT THE DECADES TO COME.
THE VIDEO SHOWS THE FAMOUS ATHLETES THAT HAS ACHIEVE THEIR GOAL WHILE WEARING ADIDAS PRODUCTS.
THIS PLATE SHOWS THE EVOLUTION OF ADIDAS AND HOW IT HAS BEEN TRUSTED BY MANY ATHLETES. IN THE PLATE REPRESENT THE INNOVATION OF RUNNING SHOES AS IT CAN CLEARLY SEE THAT THE DESIGN AND HIGH-TECHNOLOGY HAVE BEEN ADDED IN ORDER TO GIVE THE ATHLETES A EFFICIENT PERFORMANCE.
ENDLESS INNOVATION
RUNNING CHANGED FOREVER. BIG WORDS. HISTORY WILL TELL US IF IT IS TRUE. ADIDAS INTRODUCED THE ENERGY BOOST RUNNING SHOE WHICH FEATURED A COMPLETELY NEW CUSHIONING MATERIAL. CREATED IN COOPERATION WITH THE GERMAN CHEMICAL COMPANY BASE, THE MATERIAL COMBINES FORMER CONTRADICTORY BENEFITS OF SOFT AND RESPONSIVE CUSHIONING FOR A RUNNING EXPERIENCE UNLIKE ANY OTHER.
THIS VIDEO NARRATING STRATEGY OF THE COMPANY.
“CREATING THE NEW”
THE OVERLAPPING PART REPRESENT THE AREA THAT THE IMPACT OF RUNNING BELONG WHICH DIRECTLY LINK TO THE CONSIDERATION OD SOLE DESIGN, WHILE THE GRAPH SHOW THE THICKNESS OF FOURTEEN SAMPLES.
COMBINING THE KEY WORDS OF THREE COMPANIES
"IF THIS, THEN THAT"
+
“INVESTMENTS ACROSS A WIDE VARIETY”
+
" CREATING THE NEW"
BECOMING THE NEW OPERATION THAT COLLECTING THE INFORMATION IN ORDER TO GIVING THE MOST SUITABLE EXPERIENCE FOR THE USER.
IN THE LAST PLATE, THERE IS A SET OF PEOPLE, INTEREST DATA, AND THE MOVIE RESULT. WITH THE COLLECTION OF INFORMATION WORKING TOGETHER (IF THIS,THEN THAT) ; A SPECIFIC PREFERENCE (ADIDAS); THE SUITABLE MOVIE ( WANDA GROUP :FILM), THE PLATE EXPLAIN THE DIAGRAM OF SET OF PEOPLE WHO HAVE A DIFFERENT PERSONALITY, PREFERENCE AND INTEREST WHICH LEAD TO A SUITABLE MOVIE FOR THEM TO WATCH.
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