How do you see the future of business?
Deepak Chopra: More people are buying virtually than going to stores. Ecommerce has shifted to something interesting called story commerce. Story commerce means that not only are you buying online, but you are buying products that are connected with a story that is emotional and appeals to your higher instincts of love, compassion, empathy and joy. This has then led to what is called cause-driven marketing. So we are at that stage now where the story is linked to a cause, and the cause has to do with global issues: poverty, women’s empowerment, children’s rights, environment and sustainability and also social and economic justice. People are realizing that these are all interconnected to peace. You can’t have peace if you have these huge issues like extreme economic disparities. Therefore, in a sense, if we want to create a more peaceful, just, sustainable and healthy world, then we have to really combine story telling with cause-driven marketing. That is the next frontier.
Missing this magical weekend.
World of Color, Disney California Adventure
"That’s the Grandmaster in the back. He doesn’t speak much English. He was number one in China back in 1980, so I knew of his name long before I met him. He’s very humble. A true gentleman fighter. He’s 68, but I’ve seen him put a spear against his neck, and use it to push a car."
"So at what point can you call yourself a Grandmaster?"
"A Grandmaster doesn’t say he’s a Grandmaster. Other people say it for him."
Pentagram’s Paula Scher shares her identity design expertise in a new online class developed in partnership with online learning community Skillshare. In the self-paced class, “Brand Identity: Design Adaptable Branding Systems,” Scher reveals her process for creating a “liquid identity”––a recognizable, dynamic branding system that can be adapted across mediums.
In the 70-minute class, Scher challenges students to design and share an identity system for a not-for-profit organization of their choice, such as a theater, museum or government. Scher takes students through the steps of creating a liquid identity: researching an organization’s goals, developing a series of design solutions, simplifying them to their essence, then adapting them across applications including animation, products, signage, architecture, and more. The video lessons show how Scher has designed identities for some of her most iconic projects (including Jazz at Lincoln Center, the Type Directors Club, and Microsoft Windows), go behind-the-scenes of her latest rebranding for the Philadelphia Museum of Art, and join her at the Public Theater in Manhattan––her most long-standing identity project to date.
Enroll in “Brand Identity: Design Adaptable Branding Systems” here.
Exactly. *roll eyes*