Identity

With brands it is often the case that their identity is developed in house, following the suit of Kellner's theory for post-modern identity; that your identity is constructed and is in fact a 'fragmented self.' This is why KesselsKramer's work for Hans Brinker (budget hotel) is so successful, as they use Burr's theory of social constructionism as the selling point. With this anti-Essentialist approach, they've created a campaign full of humour which successfully communicates why this hotel is perfect for people looking for a place to stay, under a tight budget. Because it's essentially just, well... Shit. And generally speaking, shit is usually free or at least very cheap. 

Following on from this, every single brand can not avoid creating their own identities, at least partly, through Foucault's theory of Discourse Analysis. Discourse is the primary form of communication between a brand and their target audience, if you don't talk to your target audience correctly, you'll never have a successful brand. An incredibly simple way to highlight this is through Nationality, if your target audience is Dutch and your brand is Dutch, communicate in Dutch. If your target audience is from another country but your brands is Dutch, speak to them in their language. 

Finally, it's important to note how brands are constantly developing their identities as, according to Bauman, we have moved from a solid to fluid phase of modernity, in which nothing keeps its shape. Meaning that social forms are constantly changing at great speed, radically transforming the experience of being human. So how do brands keep up? This is when technology comes in to play, and more specifically social networks and interactive 'new medias.' By being able to immerse your audience in this third layer, you can convey your brands message and identity in to their everyday lives. Digital Agency R/GA's work for Nike's 'FuelBand' shows this perfectly, as their online database and target system keeps the user involved  throughout, therefore it evolves as the user does.

 

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(2014). KK: organ donation . Available: http://www.kesselskramer.com/communication/projects/organ-donation. Last accessed 27th Oct 2014.

(2013). D&AD13. Hohenzollernring: Taschen . 99.