Design líquido : uma investigação sobre a construção das identidades contemporâneas.

Abstract

The identities that stabilized the social world for so long are declining, fragmenting the individual had as a unified subject. That crisis is part of a larger process of change. We were involved in strategies that make us get our own identities individual and collective in possibilities the market has consistently offered as objects, products, services, emotions, adjectives etc. We went from culture material to immaterial culture. We can choose between different cultures and transform our self according to context and our desires. It s in this fluid context that branding becomes an innovative proposal of brand identity with the establishment of images, perceptions and associations in which various publics that influence an organization will relate to it. This research makes an analysis of identity through the constitution of the subject in our society and through the construction of brands and institutional identities. The Brazilian cosmetics company Natura is used as a case to understand branding and reposition design in nowadays.