Tag Archives: Technology

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CONTENT… MY USE OR MY SYSTEM?

Brandpsych logo

What is my apperception of this?

How is brand content, which now dominates marketing communications, managing to match its most engaging media?  And how does a key audience specifically use the content that the brand is communicating?  There is a prevailing truth now that making a brand relevant is as uncertain as our ever-changing technology.

An answer to these questions is not yet very clear.  Instead, brands are challenged to respond to the reality that it is hard to determine whether a consumer is engaged in utilizing technology or in self-systematizing content.

What then can brand management do to create more relevant engagements?   Are there effective ways to go beyond the quick-click, speed-reading, distracted- listening or watching of new content?  Who is in control of the content?  Do the social networks and media technology receive content, edit it, and make it personal, aka editorial, communicating it in their own likeness to others?  Or are they using content as a direct feed, pickup, and duplication of provided content, aka advertorial, from a myriad of sources?  Can the consumer tell the difference and does it matter?

We might also ask: Can a system be created that will identify the consumer who wants to and then does pass content on to others?  This is a big data-mining question for the brand.

The brand marketer now has to create content that will build engagement with consumers who can and will become the brand’s customers and content sharers.

An interesting term now being used in marketing is “apperception.”  This is a process whereby perceived values of a brand are related to the consumer’s past and present experience with or knowledge of that brand.  The new perception is added to the old perception, which forms a whole new apperception.  This new apperception can be the catalyst for new sharing of content between and among social networking and brand aficionados.

The goal is to develop a brand content driven system that aligns with the consumer’s system to receive and process new content.  This is our ongoing need to connect and establish relationships with our audience.  It is certainly giving us a lot to think about and process, as we ask:

Will engagement be enough?

Drawing by Art Winters
Drawing by Art Winters

 

Arthur & Peggy Winters co-teach SXB 200 Brand Marketing Communications for Image & Meaning and SXR 050 Intro to Branding: The Art of Customer Bonding.

Learn How To Style Web Pages With CSS Starting 3/2

CSS

What is CSS, you ask?

It’s Cascading Style Sheets and it is what designers use to style web pages. With CSS we add art direction – typography, layout, color and background images to our pages.

My next CSS class on FIT campus  starts Sunday, March 2 and ends the following Sunday. We go from 10 AM – 5Pm and if you’re nice to me  I will even let you take me to lunch.

Here are the topics we do with hands on exercises and demonstrations:

1. Smart ways to set font size.
2. Working with color and background properties.
3. Tried and true layout techniques.
4. Rollover navigation without javascript.

Plus we will get a good look at what Responsive Design is all about.

Yes, CSS3 is built into what I teach.

Since most web sites today are built upon a pre-existing framework I will introduce you to that idea as well. And if you have ever seen me create a customized WordPress theme and want to do it yourself this class is a must!!

This class is good for anyone but web design and developer wannabes wool love it the most. You will need to know some HTML before you take this class.

Now Go And Register Before It’s Too Late!!

 

Bud Kraus teaches CTD 600 Web Design: HTML , CTD 605 Web Design: Cascading Style Sheets, and CTD 613: WordPress.

EduTech Day: Building for the Future

Fifth Annual EduTech Day at FIT
Thursday, November 14th
9am-4pm
The Great Hall & John E. Reeve’s Conference Center
Fashion Institute of Technology, New York, NY

Edu Tech Day 2013 flyer

The day will include presentations, panels, workshops, luncheon and book signing by Jason Miles – bestselling author and expert in Pinterest and Instgram!

The Technology Development Team (TDT) in collaboration with The Center for Excellence in Teaching will be holding the fifth annual EduTech Day on Thursday, November 14, 2013. Our theme “Building for the Future” focuses on how we can integrate technology and pedagogy in response to the increasingly complex and diverse environments faculty will encounter academically and students will encounter professionally. This year’s theme is in part responsive to the college’s plan of strengthening the academic core, which will be reinforced while keeping an eye on emerging trends in the professional world. Among our goals are to foster student-centeredness within the FIT community by focusing on collaborative activities. The event will provide hands-on experience linking best practices in education and in professions with current and emerging trends in technology.