RECORD THE BRAND UNIQUENESS
Most of the companies have already established the basis for a set-up of new Strategies and Innovation, which has only to be recognized and exploited. Creating and working with a Company Archive offers a particularly effective tool for Internal Research. This gives a valuable foundation for further Brand Development or redirection. By using the Archive new strategies and design can be configured.
Investing in an Archive means to record the past, to analyze the present and to exploit it for the future.
ARCHIVEThe principle for working with a Company Archive is to draw it up in an innovative way. Also here our LoEdGlo® Method will be used. Depending on the project requirements, we can start from loose documents or working on existing Archives. In this regard, information and materials are ordered in a chronological manner - and not according to traditional procedures, in which crucial elements for the creative process could be lost.
This also gives the company the opportunity to gain an overview on the various elements of the archived material, at the same time deepening their knowledge of the historical content. The Archive can be used as a source of inspiration from where can be ladled. Brands consult it to revise existing products/services or to create new ones, as well as to get inspiration for new business ideas or communication channels. Afterwards, it can also be an option for the brand to make its archive accessible internally and externally.
BRAND CULTURETo set up an archive is a credible option for a company to communicate through culture the value of its brands to all stakeholders. The cultural perspective helps the brand to communicate and to represent itself in a new context. Brand values become an instrument of dialogue between the company and its territory.
The public access to the archive can also serve external persons for their research work. Internally, however, an Archive provides an important source of information for current and future employees enabling them to understand, interpret, and advocate the DNA of the brand.
BRAND PROTECTIONMoreover, a complete and well-organized Archive plays an important role in Brand Protection. Intellectual property, which results from the creative and innovative business activities, can be here archived and managed. On the one hand, the company disposes thereby of an overview of existing registered patents and product registrations. On the other hand, the archive also serves as a necessary basis for legal matters and supports the work with lawyers.
Above all her work plays an important role as a historical documentation of the events of the fifties and sixties. She was one of the most relevant players of the first fashion shows taking place in 1951 in Florence, which she documented. Together with other journalists and organizers, she promoted the pioneers and designers of Italian Fashion.
Elsa Haertter’s Archive, handed over by MODAcontents Tremelloni (Biblioteca Tremelloni), contains photo material, diaries and letters, testimonials from colleagues and friends as well as historical content. In collaboration with various institutions, the material was analyzed and processed. As a result, its particular value could be recognized. The possibilities for further use were researched and edited. Both the cultural and the economic use of this material became possible, for example in the form of new products, which find inspiration in the archive of Elsa Haertter.
After its creation, the Archive was used in 2008 for the exhibition "Viaggiare con la moda - I racconti itineranti by Elsa Haertter" in the Design Museum Triennale di Milano. It was made accessible to the public during the Fashion Week, also with the aim of increasing its awareness and to stimulate the interest around it.