miOne: the brand that involved older adults in the process of self-branding
Publication date: June 03, 2013
The SEDUCE project team announced this thursday, 30th of May of 2013, the new brand of the online community that aims to strengthen social relationships among users.
miOne will be the brand’s name based on a set of generated brand-values with older adults’ involvement. miOne was build on the brand’s tagline “Life in online community. For me. For you. For everyone”.
Last thursday, 30th May of 2013, the SEDUCE project launches the new brand for the online community’s prototype developed by the research team. “miOne – For me, for you, for everyone” is the new concept that the SEDUCE Project adopts for an online community that is easy-to-use and accessible to everyone.
The brand is developed with participants’ involvement during the self-branding process, regarding participatory design techniques. The attributes of the brand’s communication encompass the evaluation of older adults’ self-concept and its connection to the brand’s values.
Some focus group sessions with 10 participants were held in order to: (a) assess older adult’s self-concept (description of the self-values and characteristics), using the self-concept scale of Vaz-Serra and; (b) the association of the self-concept to the self-brand (familiarity, trust, distinction, relevance, memorization, tolerance and energy).
miOne is a community that prioritizes the participation, communication and relationships between members. It is a community that helps you to be closer to people, easing the process of sending emails, reading online news and sharing information with friends. Fun is guaranteed in the game area. The community also encourage the exchange of new knowledge and experiences.
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