The making of Stereotype
I came across this cool project from BruceMau Design with their intention to re-educate Americans about image of Canada.
”In our redesign, we began with an assertion that Americans simply don’t understand Canada. Our view is that Canada doesn’t need a redesign; rather, Americans need to be educated. ”
Wow … what a statement!
But what actually expands my thought is a little motif behind the project known as “Stereotype” - the most ancient perception of human race brand. Believe it or not, stereotype images are sticky enough to remain almost exactly the same since they had been first introduced. I am a Thai woman living in Italy, so yeah i got some first hand experience about judgmental impression. Whenever people share stories about why their friends travelling to Thailand, or how we are so famous about prostitution, I just shrug and reply ” yeah .. i guarantee the percentage of shagging in Thailand is the same as any other places in the world. The difference is other women jump to bed for free, our girls make a business out of it”
Ahem …. So back to rebranding idea. I think the first step to build any brand is to start with question ” How can we make stereotype of our brand?” The stickiest images that will remain timelessly, through visuals, messages, stories. Another simplest example I can give you is personal brand - you as a brand and your stereotype to others. What are your identities on social network like Facebook? Are you known as “snap and eat” ( for food pic uploaders),” PMS sharer” ( for moaning just about anything at any minute) or “Any-ville bug” ( for keep sending game requests till you get blocked or unfriended) ?
Rethink what you present. You are maker of you stereotype, not the others.
PS. if you have dark humor( like me) and want to know more about stereotype, you sure want to check the work of Yanko Tsvetkov.