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robertogreco : benpieratt   8

Ben Pieratt, Blog - A 3-step process for naming a project/product. (And some resources)
"Naming a project is always an awful experience.

An earworm that won’t stop tapping your skull from the inside. A tenacious pop jingle with teeth and a paycheck.

As a freelance designer, I do a fair amount of this for clients. Generally, my process has been a garble of notes and trips to thesaurus.com, but lately I’ve noticed a fairly simple pattern emerging, a 3-step framework for cutting through the fog.

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3-Step Process
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Step 1.
Identify the feeling you want the brand to convey. A great brand communicates on an emotional wavelength, so make that feeling your bedrock.

One way to identify what feeling you’re pursuing is by figuring out what you’re not. A great brand is defined as much by what it is as by what it is not. So if you’re entering a certain market that is a certain way, identify that point of frustration and invert it. For instance, if your market is confusing, you could pursue ‘Relaxed’, or ‘Lucid’.

Step 2.
Embody that feeling in a list of persons, places, things or phrases (etc) that communicate viscerally. For instance:
Relaxed = a picnic
Exclusive = Studio 54
Cool = Paul Newman

Step 3. Final
Identify a detail that represents the [embodiment] of [your feeling] in a non obvious but compelling way.
Relaxed = a picnic = Sunny Nap™
Exclusive = Studio 54 = Velvet™
Cool = Paul Newman = Ben Quick™ (a character he played)

Repeat.
New insights gained from the process should help you get a better handle on the unique feeling or value your brand has to offer.

Ideally,
the name should have a ‘special wrongness’* to it. An unforgettable newness. A new shape. 1+1=3. If your name lacks this, the product itself may have a hard time differentiating itself in whatever market you’re entering. Why are you different than your competitors? That difference should be reflected in the brain jam your name causes in its audience.

*”Special Wrongness” is a term I’ve stolen and adopted from Peter Mendelsund from this amazing interview: http://portersquarebooksblog.blogspot.com/2013/05/interview-with-peter-mendelsund.html "
branding  names  naming  benpieratt  glvo  projectideas  howto  design  creativity 
february 2014 by robertogreco
Ben Pieratt, Blog - Internetland v. Print v. Self
"Yesterday I announced Internetland v. Print. a solo art show which includes three startups and hundreds of original print works. It started yesterday and will continue through Fall 2014.

You can read more about it on my site.

The list of New Things I’m trying to pull-off is hard to stomach. Some of them are new to everyone, and some are just new to me:

• Defining startups as art
• Introducing scrolls as a unique media format
• Defining and presenting myself as an artist
• Designing and filling a large gallery space with prints and sculpture
• Pitching a respectable NYC art gallery (or in the case of failure booking a pop-up shop)
• Raising over $350k from sponsors
• Hacking and giving away 1,000 tablets
• Launching three startups in 5 months

And since I have no funding or savings I’ll be trying to pull this off while I do full-time client work and support my family.

In frequent moments of honesty and paranoia, I feel ridiculous and foolish, caught in a loop of my own ambition.

It’s difficult to come to peace with."

[See also: http://pieratt.com/
http://pieratt.com/2.html
http://pieratt.com/3.html
http://pieratt.com/october2013.html
http://pieratt.com/november2013.html
http://pieratt.com/spring2014.html
http://pieratt.com/internetland_vs_print.html ]

"What I've learned through my work is that I love the internet.

I love that a few well-placed bits and rules can grow into a living organism from the behaviors of people all over the world.

I love that it's an abstraction that sits just above us. A new chance to build on our shared humanity, independently of what's come before us.

So I'm starting an art studio called Internetland.

In spirit it's a combination of Disneyland, the Promised Land, and Mad Max. In practice it's a love letter written in the language of startups, and lasting for my foreseeable career.

I've done a series of scrolls to announce them.

A scroll is akin to an interactive poster, but more basic. Ideally they're a new take on an old practice.



Additionally, surprisingly, I've built an analog art process that not only threads and flattens the last 100 years of print, but speaks directly to my digital work.

I'm not ready to talk about it too much yet, but here are a few examples of the output."
benpieratt  internetland  art  design  internet  scrolling  scrollers  startups  print  graphidesign  graphics  2013  web  online  lookwork  varsitybookmarking  2014  holyshit  macland  internetasliterature  internetasart  internetasfavoritebook 
october 2013 by robertogreco
Ben Pieratt, Blog - If you have any interest whatsoever in...
"If you have any interest whatsoever in mindfulness, awareness, or meditation, I highly encourage you to watch this talk given by Jon Kabat-Zinn at Google.

I stumbled onto it a few months ago and haven’t stopped thinking about it or practicing it since."

[Direct link to video: http://www.youtube.com/watch?v=3nwwKbM_vJc ]
jonkabat-zinn  meditation  mindfulness  awareness  benpieratt  2013 
july 2013 by robertogreco
Varsity Bookmarking
"Varsity Bookmarking is a weekly interview magazine, where questions are answered with links."
interviews  weekly  benpieratt  varsitybookmarking  cv  links  bookmarks  bookmarking 
march 2013 by robertogreco
Max Tabackman Fenton
[The delightful copy from May 15, 2012.]

"Hello, I'm Max Fenton.

Knowingly or not, I've enlisted friends, peers, and strangers to unpack a puzzle that involves reading and writing on networks and screens.

You can follow along or participate by reading, clipping, grokking, assembling, questioning, and sharing—while making a path. You'll need electrons, a wish to explore, and an eye for how these pieces might fit together in novel shapes and forms.

My trails are charted through twitter, tumblr, pinboard, readmill, reading, and 2nd hand [flavors.me]."

[As shared on Twitter:

"Made my site a little more accurate [http://maxfenton.com] then read @pieratt's "Transparency" http://pieratt.tumblr.com/post/23108094947/transparency-in-the-evolution-of-technology — Yes."

http://twitter.com/maxfenton/status/202477843534454784 ]

[See also: http://twitter.com/rogre/status/202481485633159168 ]
stockandflow  flow  commonplacebooks  friends  peers  talktostrangers  strangers  networkedlearning  benpieratt  transparency  comments  peoplelikeme  howwethink  howwecreate  socialmedia  participation  pinboard  readmill  flavors.me  reading.am  tumblr  twitter  2012  sensemaking  meaningmaking  clipping  assembling  sharing  questioning  crumbtrails  conversation  howwelearn  howwework  cv  online  web  trails  wayfinding  pathfinding  maxfenton 
may 2012 by robertogreco
Varsity Bookmarking Transparency in the evolution of technology
"As a society, we’ve had 10,000 years to choose to be open and honest with each other, and we have generally chosen not to. But now we’re at a point where new technology plays a critical role in our lives, and technology has no use for our half-truths and doublespeak. They are disruptions in the flow of information. As we are all becoming parts of the machine, our relationships with each other are being ground down to purer, more efficient forms so that they can be put to better use.

We are becoming more honest because it increases the speed at which information can travel. We are becoming less private because to withhold valuable knowledge from the rest of the network is to act selfishly. We are becoming more transparent because that is what the evolution of technology asks of us."
listening  integrity  lies  conversation  purity  society  relationships  openbooks  sharing  cv  bookmarks  bookmarking  thenextweb  technology  flow  information  2012  benpieratt  web  online  honesty  transparency 
may 2012 by robertogreco
Varsity Bookmarking Dear Graphic and Web Designers, please understand that there are greater opportunities available to you.
"Dear Graphic and Web Designers, please understand that there are greater opportunities available to you.

You have an inherent need to solve problems, visually and conceptually. There is enormous value in this, but you may be misplacing your talents.

The internet, at this time in history, is the greatest client assignment of all time. The Western world is porting itself over to the web in mind and deed and is looking to make itself comfortable and productive. It’s every person in the world, connected to every other person in the world, and no one fully understands how to make best use of this new reality because no one has seen anything like it before. The internet wants to hire you to build stuff for it because its trying to figure out what it can do. It’s offering you a blank check and asking you to come up with something fascinating and useful that it can embrace en masse, to the benefit of everyone…"
design  web  business  webdesign  benpieratt  graphicdesign  svpply  middlemen  change  gamechanging  making  meaning  purpose  2011  clientservices  webdev 
july 2011 by robertogreco

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