Every brand needs strong expression to rise above the crowd. The digital world is highly fragmented. Its boundless scope for messages can dilute a brand in no time.
‘Digital natives’ where born and raised in the digital era. ‘Digital immigrants’ live in a world that came into being after they were born. They will remain ‘immigrants’ forever.
Technology gets better everyday.
That’s fine. But most of the time all you need is a stick of gum, a pocket knife and a smile.
There are people (in advertising) that believe that consumers are ‘in love’ with brands.
They believe consumers want to have ‘relationships’ with brands.
They want to have ‘personal experiences’ and be ‘personally engaged’ with brands.
There are people (in advertising) that believe that consumers are going on Facebook and Twitter and having conversations with each other about brands.
An astounding amount of what the experts and what the pundits and geniuses have told us about advertising and marketing and media in the last ten years has turned out to be bologna.
Radical changes in technology was supposed to augur radical changes in consumer behavior.
As far as I can tell they have resulted in small to moderate changes at most.
It’s not just 26 letters in the English alphabet, a brand font has to have a personality; it has to be read by a five year old as much as by an 80 year old; it has to be used in print and screen – large and small – on devices that haven’t even been invented yet.