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Everyday Social Practices as a Source of Design-Led Branding

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Advances in Design and Digital Communication (Digicom 2020)

Abstract

Through the analysis of the epistemological assumptions of marketing-led branding models, this research investigates how these models aim to link brands with their audiences in terms of sense giving. Qualitative research has been done to explore three case studies, employing archive research, semiotics, and critical analysis. By relying on Plato’s theory of knowledge, to theoretically support this approach, and mainly considering his metaphorical style, the research analyses how a design-led brand strategy expands the scope of a marketing-led one, by amplifying the extent of the epistemological realism that supports the latter. Findings reveal that through design-led strategies, the analysed brands seize into their audiences’ everyday social practices realm and source their branding models with the creativity and imagination that is produced at that basic level of life: e.g. customising brand labels, with personal names, is an open way to connect brands with and to audiences through both recognition and the demand of being true to oneself. Hence, design-led branding can well be an approach to source brand authenticity.

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Correspondence to Bernardo Meza Guzman .

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Guzman, B.M., Lelis, C. (2021). Everyday Social Practices as a Source of Design-Led Branding. In: Martins, N., Brandão, D. (eds) Advances in Design and Digital Communication . Digicom 2020. Springer Series in Design and Innovation , vol 12. Springer, Cham. https://doi.org/10.1007/978-3-030-61671-7_45

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  • DOI: https://doi.org/10.1007/978-3-030-61671-7_45

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