Giancarlo Tosoni | Graphic Designer
31 July 2024
Fluxus-Inspired Strategies for Creative Brand Development

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A few days ago, I stumbled upon an old art history book and found inspiration in the concept of “Fluxus scores”. Fluxus, an art style from the 1960s, used simple instructions to spark creativity, allowing each person to interpret and create in their own way.

For example, a score called “Map Piece” says: «Draw a map to get lost».

Since I've been exploring new ways to engage new small business owners in defining their brand strategy, I read it and thought: «These scores can be adapted to brand strategy to help people think creatively and break personal biases».

Here is what I came up with:

SILENT VALUE
  • Imagine spending a working day without speaking about your brand.
  • You can only communicate through actions and gestures.
  • Reflect on how these can inform your brand's strategy.

VISION PIECE
  • Imagine your brand five years from now.
  • Draw or write down what you see.
  • Use these insights for long-term planning.

CIRCLE OF VALUES
  • Sit in a circle with your team.
  • Each person shares a story where a core brand value was evident.
  • After sharing, discuss how these values can be better integrated into your daily operations.

This method involves creating minimalistic, often ambiguous instructions that challenge conventional thinking and promote playful experimentation.

The purpose is to break out of the loop of critical thinking toward which an entrepreneur tends to flatten out, to learn a great lesson: sometimes it is necessary to get lost in order to get back on the right track.

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Milan, Italy