You cannot achieve great design without aiming for major visual impact. Design is like art. People talk about strong design like they talk about great art.
As soon as a brand’s vision of itself has been identified, it means that the brand can adjust the things it does, from the specifications for new product development to packaging design to choosing new modes of distribution. Vision has to be behind all things. It has to take in everything. It serves as a yardstick.
Quality is about good ideas. It’s also about production values and attention to detail. Every second needs to be as good as it can. The quality will lie in the storytelling. Skill in storytelling will make the difference. Proper plots are going to mean more than meticulous storyboards.
People judge companies on the ‘triple bottom line’:
1) Economic power
2) Environmental impact
3) Social effect
Everything a company achieves in one of these fields reinforces everything it does in another of those fields. Greater respect for the environment and taking the public good into account heightened corporate presence. They increase the corporation’s impact and thus its chances of succeeding at a commercial level.
It seems inevitable that some time soon, a distinction will be made between companies that make a real contribution to the common good and those that don’t. Those that create jobs and protect the environment as opposed to those that feel no compulsion to do so. Not all companies should be treated in the same manner.
If a message is not at least somewhat entertaining, it will be ignored and zapped. Today, companies know you need to seduce people, not just convince them. You need to entertain, not just sell.
People channel-hop. They don’t see our ads as frequently as we’d like. Unless they actively want to see them. The more they like an ad, the more they’ll see it. This is a new relationship between quality and quantity.
Quality creates quantity.
Insight rests on identifying some small detail, the relevance and accuracy of which seems instantly obvious the minute it is expressed. Insights are incursions into people’s lives and minds. They steal in and grab something hidden. Any ad that captures an insight greatly increases its impact.
In the world in which we now live, no single factor can be considered in isolation. Everything contributes to everything else. Everything depends on everything else. Never have individual lives been so dependent on collective destiny.
Art and advertising have for a long time conducted an incestuous relationship. Their meeting is often unpredictable but fertile.
Many brands are in for a surprise, especially as young Internet users see themselves as web experts capable of influencing others. Large numbers of them discuss the advantages and disadvantages of products in forums. Many post brand logos on their Facebook profiles.
Brands are a part of their personal identity.
As never before, the period to come will favor collective endeavors. We are entering into a world of interdependence, where the movement of our individual brains matters less than the movement from one brain to the next. Being open to others will provide the foundation for individual inventiveness – and for future wealth creation.
The fact that a word may be hard to translate from one language to another says something. It shows that the word expresses a concept unknown to the destination language, or at least so unfamiliar to it that no term has been devised.
Brands and ideas are inseparable. A brand that comes with no idea attached is a brand that has been deactivated. Brands are judged and appreciated as much for the ideas they inspire as for the goods and services they offer. They’re expected to ‘sponsor’ ideas.
In the digital world, the future for brands is also in service. Which is why manufacturers are starting to think in terms of ‘added service.’ The future of marketing is in service.
People in advertising are in the grip of a new anxiety: they’re scared of missing out on the latest innovation, the latest technological leap. They need to keep up to date, need to spend their nights surfing the web in search of the latest must-know sites. They’re ‘always on’ the permanent technological watch. Their nights are long.
A street event is created. It goes on the Internet. And from there, it is turned back into a TV commercial. Any activity can feed into any other. Interactions of this sort take place in every direction. Any activity can feed into any other. Interactions develop and spread organically, never twice in the same way.
Brands should not be restricted to specific products, but should have a life of their own. Brands need constant renewal, constant nourishment.
Luxury brands can afford to raise their prices without losing sales because their customers hate the idea that the value of their objects is slipping. They offer limited editions because they need to create rarity, whereas most manufacturers do all they can to avoid out-of-stock situations. Luxury brand sales have exploded, reaching mass-market levels, without losing the glamour of distinction. Subtle touch by subtle touch, they remain exclusive.
Brands generate editorial content. Everything the brand does can fuel its content. If consumers are interested, a dialogue begins.