跨界设计混搭组合品牌
“未来的品牌世界将只有三种生存模式：统领主流市场的独立品牌，另类派别的小品牌，以及两个非竞争关系的独立品牌组合出的混合品牌。”这是菲利普·科特勒在1996年一次商业演讲时的论断。
当时几乎没有多少人相信菲利普·科特勒的判断，在大公司为王的商业背景下，大品牌代表一切，小品牌只是奢侈品和服装领域的小玩意儿，更别说混合组合品 牌的空间。可短短10余年，互联网催生的新传播途径和体验式文化，让很多看似另类的小品牌博取了越来越多的大品牌，混搭组合的品牌更是大获成功。时尚奢侈 品、汽车、电脑、相机，这些貌似互不相关的领域，被巧妙地通过组合品牌和跨界设计，一夜之间成为夺人眼球的高档品牌新思路。
Prada与LG合作推出的Prada手机，被很多奢侈品研究专家视为高档品牌新时代的标志物。此前没有多少人注意过LG手机，与此同时专注奢侈品的 Prada也因为售卖手机而不再被归类为老气横秋。耐克与苹果iPod，日产汽车与阿迪达斯，也都进行过类似的间接品牌勾兑。法拉利更是将这种跨领域品牌 组合玩到极致，不仅授权奥林巴斯推出过红色法拉利相机，更与宏碁连续3年配合设计了法拉利风格的笔记本电脑。每当有F1比赛现场直播时，镜头扫过车队维修 区的时候，肯定会有几个抱着宏碁法拉利笔记本电脑的工作人员出现。这种品牌组合的影响力远远高于传统的广告效果，以至于《Designs》杂志将这种品牌 组合列为21世纪最流行的新品牌文化。
而在单纯的品牌跨界组合之外，设计也越来越成为这种组合的新动力。全球化让消费者越来越精明了，莱卡和松下也曾经在数码相机上进行过类似整合，可消费 者都不傻，自己就能辨别出贴莱卡商标的相机与贴松下的版本都是一条生产线下来的产品，价格却差了3倍以上，大多数人都选择了性价比更高的松下版本。日产汽 车也遇到了类似问题，日产曾把家庭级别小车Note涂装成了运动鞋，阿迪达斯特有的三道杠商标成为Note横贯车身的图案，可实际上这辆车的技术参数和操 控设计本身并没有任何变化，没有多少人愿意多花费1000美元购买仅仅只是品牌和外观不同的同质化东西。正是基于这种组合品牌的潮流，以及全球消费者对产 品设计的真知灼见，试图经营这种组合品牌的公司都小心翼翼，独特设计成为越来越被重视的商业核心技巧。
自从两年前与三大跑车巨头兰博基尼合谋，以往总以代工生产巨头示人的华硕，越来越迷恋于这种品牌组合策略。为索尼和苹果代工生产，让华硕掌握了这两家 笔记本电脑世界顶级品牌的很多技术精髓。于是每9个月设计一款新型号的兰博基尼笔记本电脑，成为华硕试图依靠组合品牌独立设计实现与全球笔记本电脑顶级品 牌抗衡的法宝，并且以组合品牌的认知方式，悄悄在产品档次上逼近了苹果MacbookAir和联想ThinkX300。到底跨界设计和组合品牌会有多大能 量？为此我们专访了兰博基尼笔记本电脑的首席设计师蒋文瀚。
三联生活周刊：前两代的兰博基尼笔记本电脑都是15英寸的大块头，为什么第三代缩回到了12英寸，这似乎与全球技术设计趋势背道而驰？
蒋文瀚：前两代的兰博基尼，一个15.1英寸，一个15.4英寸，都足够显示出兰博基尼一贯在技术和设计上的霸气，以及对于极致主义的无限迷恋。但并 不是所有人都适合这种风格，就如同兰博基尼跑车本身也有相对小巧的Gallardo车型一样，12.1英寸的VX3是想找回笔记本电脑随身携带的愉悦感。
三联生活周刊：华硕与兰博基尼的合作，与其他组合品牌的跨界设计相比，有什么不同？
蒋文瀚：跨界设计始终是设计领域最前沿的尝试，超越设计本身的统筹融合力，才是设计界最有价值的财富。你想过为什么华硕选择与兰博基尼合作吗？其实冷 静思考一下就会发现，华硕跟兰博基尼很多设计理念和公司文化是雷同的，华硕始终追求务实的品质和技术上的极客精神，恰恰兰博基尼在跑车界也一贯是极致化 的，动力性能高于一切。与其他跨界品牌组合相比，华硕绝没有依靠外观涂装颜色的手段，草草地把普通电脑打扮成“兰博基尼”。敢于标注为兰博基尼笔记本电 脑，就一定是专门为兰博基尼品牌独立进行设计的电脑。
三联生活周刊：华硕在2007年推出了299美元级别的易PC低价电脑，而兰博基尼电脑又往往是2000美元以上的高档货色，为什么华硕会如此两极分化地设计电脑？
蒋文瀚：易PC跟兰博基尼完全是两个极端，但本质上都是一样的。如果仔细研读一下大前研一那本《M型社会》，你就会理解我们这个时代的设计为什么在向 两极化涌动。作为M的左端，低收入人群要的是电脑的功能，他们不在乎如何奢华和极致，舒服就可以了。而M右端的人们很讲求品质，也有钱，兰博基尼笔记本电 脑设计就需要极力迎合这群人的审美需求，所以你可以在新一代的VX3上找到蓝宝石镜面，找到顶级的nVIDIAGeForce9300M游戏显卡。
2009/03/18
Some info for my thesis （壹）
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31 Useful Sites Where To Submit Your Tutorials
0 commentsLabels: Resource
I think everybody will agree, this is the first place You should submit Your new/hot tutorial, because submission process only takes around 24 hours and traffic You get is pretty nice. And this site after few years just got new and much more modern and usable design.
2. Pixel2life
It takes a little longer to get Your tutorial accepted, but when it does, it’s totally worth it. You will not get so much traffic as from good-tutorials.com, but enough to be worth submit.
3. Tutorialized
One of the biggest tutorial sites around the web with pretty big traffic, problem is - it takes long time to get submitted, but just wait for it!
4. Luxa
Site with already more than 2800 members with voting system as social networking sites.
Nice tutorial site with very clean and well designed design, also place to submit!
Place where to submit not only design related tutorials, but also related articles - pretty similar as designfloat, designbump web sites.
Useful site with pretty reasonable traffic, so You can consider submitting Your tutorial here as well.
10. TutorialKit
11. CGtutorials
12. PSlover
13. TotalTutorial
14. TutorialMan
15. Photoshop911
16. PureGraphics
17. PhotoshopTalent
19. CGlinks
20.T-tutorials
21. Tutorial-Index
22. Tutorial-Mix
23. Tutorio
24. TutorialAdvisor
25. Pixel-Groovy
26. Tutorialing
27. TipClique
28. TutorialToday
29. GFXtuts
30. CapitalTutorials
31. Faqpal
20 Design Related Audio And Video Podcast Sites
0 commentsLabels: Resource, site
By Dainis Graveris
It’s very important to keep up with forever-changing design community - this profession requires regular learning, if You don’t want to fall back. Audio and video podcasts both are popular at the latest time because of iPods and other media audio and video players.
1. Boagworld web design podcast
Description
One of the biggest webdesign related podcast sites with 143 podcasts already and growing. Site release new podcasts regularly each week. Each show lasts 45-90 minutes with Paul Boag and Marcus Lillington focusing on all thinks related to building and running websites. They are doing this thing for a long time, so they are really knowing what they are talking about, also presenting the show in funny and interesting way.
2. 49Sparks - Video Podcast on Design and Trends
Description
49Sparks is focused on design and trends, offering video podcasts mostly one minute long showing just the most important stuff and not wasting Your precious time!
3. .Net Magazine Podcast
Description
.Net Magazine publishes WDTV Video Podcasts - it’s more like tutorial-style videocast discussing web-design related programs, problems and technical aspects in general. Mostly covers simple coding using Dreamweaver, Photoshop and Flash using Actionscript in professional way. Each podcast is 15-30 minutes long.
4. The Rissington Podcast
Description
The Rissington podcast talks about web design techniques, regularly answering reader questions. For now there are sixteen episodes available for download in m4a and mp3 format.
Latest update: October 18, 2008
5. PhotoWalkTrough - Free Video Podcast
Description
PhotoWalkthrough presents video tutorials showing the post processing of a photograph using Adobe Photoshop and other programs. Along the way you will learn about the tools and techniques used and gain insight into the creative decisions that directed the artist’s hand. Really useful place for graphic designers.
6. Adobe Creative Suit Video Podcast
Description
Adobe Creative Suite Podcast with tips and tutorials by Terry White. Learn how to unlock the power and potential of the Creative Suite with the visual examples here. Covering almost all of the adobe creative suite products teaching You many useful tips to ease Your workflow and allowing to keep up with adobe news.
7. Photoshop User TV
Description
Watch each week as “The Photoshop Guys” (Dave Cross, Matt Kloskowski, and Scott Kelby) from the National Association of Photoshop Professionals (NAPP) share the hottest Adobe Photoshop tutorials, the latest insider tricks, and the coolest timesaving, job-saving shortcuts to make your time in Photoshop more productive, more efficient, and more fun.
Now entering its second year as one of the world’s top-ranked video Podcasts, new 30-minute episodes of NAPP TV are posted each Monday, and include the latest Photoshop news, step-by-step tutorials, interviews and tips from the leading Photoshop gurus, and a weekly Photoshop contest with prizes ranging from Wacom Tablets, to Epson Printers, to iPods, to full conference passes to Photoshop World. If you’re an Adobe Photoshop freak, don’t miss a single episode of “The Photoshop Guys” on Photoshop User TV.
If You are using Photoshop regularly You will love this video podcast, there are 159 podcasts available for now.
8. My Damn Channel - You Suck At Photoshop
Description
You Suck At Photoshop video podcast series are just outstanding resource. Donnie Hoyle presents Photoshop tutorial series in funny, dramatic way catching Your interest and also teaching You many professional Photoshop techniques. After long pause there are going on You Suck At Photoshop: Season 2.
9. Rookie Designer
Description
Rookie Designer, podcast is provided by Adam Hay, covering wide range of graphic and web design related topics.Tired of the typical jargon laden, elitist discussions about the design field of work, Adam set out to create a resource for ALL designers, young and old, experienced and non. Born was the Rookie Designer podcast, bringing tips, techniques and discussion delivered in an easy-to-understand format. Very useful and informative resource, currently there are 103 podcasts.
10. Photoshop Quick Tips
Description
This great site offers Photoshop related articles and small tutorials, hosted by Justin Seeley - Adobe Certified Expert, Adobe Community Expert and an Adobe User Group Manager. Justin is an industry-recognized Photoshop trainer with nearly a decade’s worth of experience in the creative media industry. Unfortunately podcasts series are delayed, hopefully that’s only for now, but still there are 70 episodes available.
11. You Suck At Web Design
Description
“You Suck at Web Design” is a humorous (attempting to be, that is) writing project about life as a web designer in our current flurry of web acronyms, standards compliance, WYSIWYG, style sheets, hacks, digging, 2.0-this and Ajax-that. It’s mostly a commentary on the life of a freelancer, and a horribly lop-side disdain for the corporate world and it’s micro management. With 39 episodes this project has stopped for now, but previous series are very useful, so be sure to check these out.
12. Typeradio
Description
Typeradio is the radio channel on type & design, Microfm broadcast, a MP3 Internet radio stream and a podcast station. Since 2004 Typeradio (which is Donald Beekman, Liza Enebeis aka LoveLiza & Underware) is visiting different design events around the world, to meet designers and to talk - great chance to keep up with design community. Every podcast is 20 to 30 minutes long, recommended!
13. Layers Magazine
Description
Layers TV video podcast series are provided by Layers Magazine and that’s just small part of whole website. The show is released weekly with 61 episodes for now available. Every episode is very detailed and teach how to work with Adobe Creative Suite products like Photoshop, Indesign, Illustrator, Flash, Dreamweaver and AfterEffects.
14. 36 Point
Description
Pretty unique Reflex Blue Show with 20 episodes for now - and regularly updating. Episodes focus on covering graphic design community news, interviews, freelancing and more.
15. Be A Design Group
Description
There are 53 design related episodes, taking interviews with many designers, try new ideas and more. They have been stopped creating podcasts, but if You are interested check this site too, I am sure You learn something new.
16. WordPress Community
Description
If You use WordPress engine, You’ll love these podcasts series, now there are already 46 episodes - topics focus on everything related to WordPress like hosting, plugins, interviews, blogging. Just amazing.
17. Design School of Visual Arts
Description
Covers five different lecture series on design history, interviews with designers and also MFA student discussions. Each part has it’s own RSS feed and iTunes subscription links so I didn’t include them here.
18. InDesign Secrets
Description
Adobe InDesign is taking the publishing world by storm. But if you try to find reliable information about InDesign on the Web you’ll find yourself scouring Adobe’s site or muddling through dozens of other sites for a tip or two. Now that you’ve found InDesign Secrets, it’s time to stop all that muddling. Developed by page-layout guru David Blatner and “DesignGeek” Anne-Marie Concepción, InDesign Secrets is your one-stop shop for all things InDesign.
This is the best site for InDesign with a lot of articles, podcasts and videocasts. Updated regularly by professional designer team.
19. Design Tools
Description
This podcast covers wide range of design news and tips to print design - Indesign and QuarkXpress, photoshop and much much more - very valuable.
20. Lynda.com Video Training Podcast
Description
The lynda.com Video training podcast brings you weekly updates on new video training titles and events from lynda.com. Included in each episode are clips from lynda.com’s Online Training Library®. Visit the Online Training Library® for hundreds of free full-resolution samples. Lynda is the most popular design related video training podcast site, I am sure You knew about this one.
