PANCHAYA SONKOM
PROJECT 1.1
YARINDA BUNNAG
SELECT: BRAND GENETICS
The collective method of enterprise, business, and their respective identities
This first phase of the project analyze and identify brands using three biological terms- genes, norms and memes. The word genes identifies a brand's key concepts and characteristics, the main qualities that sets the brand apart from other 'competing' brands. Norms refers to ideas of how the brand operates and work. This include specific details about a particular product line to the technology used in the production process. The last term, memes explores how certain products or services (of a particular brand) variate from its set identity.
The three brands I chose are iCarbonX, Comme Des Garçon, and Incase. The first plate for each brand either shows how it works (iCarbonX) or how it changes and evolves over time (Comme des Garçon, Incase). The second plate for iCarbonX shows an example of how it works, while the second plate for Comme des Garçon and Incase explores materials and the process of a few particular products. The first two plates for each brand deals with the words genes and norms.
The last plate explores memes where it depicts the relationships of all three brands. The bottom grid represents the interface where a product or service is developed, the lines above represents the big web and how data is transmitted from one individual to another, and the transparent shapes above represents reality. The similarities are labeled in the diagram below.
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