Ije Nwokorie: The changing currency of brands

Ije Nwokorie, global CEO of Wolff Olins, is fascinated by the richness of what branding can be. More than simply an advertising tool, it is a cultural concept.

“Branding sits at the juxtaposition of commerce, culture, technology and society – all these rich meaningful things,” says Nwokorie. “It is as fluid as a mark that people can remember and it is big enough that it can absolutely change what a city or a country is about.”

He sees it as the connection between real people and organisations that either want them to buy something, adopt something, use something or achieve some kind of action.

Brands hold currency. “The exchange has to be fair on both sides. The brand will collapse if any one of those is opaque or takes advantage of each other,” he says. “You want get a brand to be a clear value proposition both to the organisation that owns the brand and to the individual who uses it.”

Wolff Olins is paying increasing attention to the physical places where brands exist. Working in a similar fashion to service or product designers, agency staff observe people in the actual environment to understand how they encounter and use brands. “It turns out the place where people experience the brand is almost as important, if not more important, than what the branding is – and capturing that is a powerful thing,” Nwokorie says.

Recent work that Wolff Olins did for Skype, for example, is less about putting the brand on a pedestal than it is about the way people actually behave when they use the service.

“It is about the reality, the imperfections, the messiness of using Skype,” Nwokorie explains. “So that is the language we use to create a brand.”

Brands do not just have a relationship with technology; in a tangible sense, brands are nothing but technology.

“If you go all the way back to the origins of branding, when it was about burning a mark on the side of a cow, that was delivery through that [particular kind of] technology. If you fast-forward to the ’50s and ’60s, brands were about storytelling because the dominant social technology of the time was television and radio,” he says. “I think we live in a world where the dominant technology of our time is interaction through things we hold in our hands – and social media is a big part of that.”

The immediacy of digital interaction has radically shortened the distance between the organisation and the individual.

“So 40 years ago I could tell a story through advertising and the person would go into a shop the following day. Today, those things are happening right in the consumer’s hand,” he says.

Nwokorie proffers some advice for young designers: “Bring what you’ve got. You’ve got something that is totally unique to you, nobody can tell your story as well as you and nobody can bring that specific mix of talent to the creative process – ultimately that is your superpower.”

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Technical Trading webinar #4- Fibonacci Trading

Dear Trader,

This is the fourth of six technical trading webinars we will be holding in 2015 to help traders expand their knowledge of the markets and themselves.

In the Forex market there are many tools that you can use, but the one that most professional traders pay the most attention to is Fibonacci Ratios.

To do this we welcome our resident expert Partha Banerjee, Senior Trader of Trade View Investments.

In this interactive webinar Partha will explain how and why Fibonacci helps Reversals and Continuations in different markets. He will also share his views on how, when and why he takes advantage of Fibonacci Ratios in his Trading analysis.

1) Partha will be providing valuable information on the following topics:
2) Tradeable Fibonacci Pattern formations Identifying Reversals through Fibonacci Ratios Setting Take Profit 3) Targets with Fibonacci extensions Identifying Support & Resistance with the help of Fibonacci Challenges in 4) Fibonacci Trading
5) By the end of the Webinar you will understand why Fibonacci patterns influence the way traders look at the markets and begin the next step in building yourself into a Professional Trader.

Join us for this exclusive webinar to start your trading day with greater confidence.

Kind regards,
The IC Markets Team

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What is Forex LP

What Is Forex?
The foreign exchange market is the “place” where currencies are traded. Currencies are important to most people around the world, whether they realize it or not, because currencies need to be exchanged in order to conduct foreign trade and business. If you are living in the U.S. and want to buy cheese from France, either you or the company that you buy the cheese from has to pay the French for the cheese in euros (EUR). This means that the U.S. importer would have to exchange the equivalent value of U.S. dollars (USD) into euros. The same goes for traveling. A French tourist in Egypt can’t pay in euros to see the pyramids because it’s not the locally accepted currency. As such, the tourist has to exchange the euros for the local currency, in this case the Egyptian pound, at the current exchange rate.

The need to exchange currencies is the primary reason why the forex market is the largest, most liquid financial market in the world. It dwarfs other markets in size, even the stock market, with an average traded value of around U.S. $2,000 billion per day. (The total volume changes all the time, but as of August 2012, the Bank for International Settlements (BIS) reported that the forex market traded in excess of U.S. $4.9 trillion per day.)

One unique aspect of this international market is that there is no central marketplace for foreign exchange. Rather, currency trading is conducted electronically over-the-counter (OTC), which means that all transactions occur via computer networks between traders around the world, rather than on one centralized exchange. The market is open 24 hours a day, five and a half days a week, and currencies are traded worldwide in the major financial centers of London, New York, Tokyo, Zurich, Frankfurt, Hong Kong, Singapore, Paris and Sydney – across almost every time zone. This means that when the trading day in the U.S. ends, the forex market begins anew in Tokyo and Hong Kong. As such, the forex market can be extremely active any time of the day, with price quotes changing constantly.

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Jack Of All Trades – Woody & Paul

The new music video for Woody & Paul, Jack Of All Trades.

Since we had little to no budget for this music video, we decided to shoot when we had free time and when the sun was shinning. We developed the storyline and concept from the bottom up and worked closely with the band. From the start of the project we wanted to create a spaghetti western but with a “voodoo slash cult feel to it”. Concerning production and post-production we kept it simple and tried to be as creative as possible with the means that we had.

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