The Artist Identity Prism

Kapferer’s Brand Identity Prism

Very simply put, we use this tool to create, evaluate, re-evaluate, pivot and re-brand the brands that we are working with, especially within an international marketing context. I first learn about this at Heineken, with the “Brand-in-a-Bottle” exercises we used to do, when pivoting Affligem into a premium strategic brand.

Here are 3 branded examples :

An idea that come from my second One-on-One tutorial with Jonathan was “which glasses will I wear as an Artist”, which made me think of the Prism, and how we “see” a Brand, but also how we analyse that white light into all of its coloured components, before then putting it all back together again.

So, here, below, for the first time ever, is a V1 of my Artist Identity Prism

I insist that this is a V1, and will be included in my Study Statement, but is very much subject to change over the next few months! Perhaps I will want to look at the world with a purely Surrealist view point, or a purely Post-Apocalyptic vision, or even an increasingly Abstract and Nihilistic perspective… Let’s see what happens throughout the course.