Januar 9, 2011 8

Advertising is the price companies pay for being unoriginal

By in Allgemein

Yves Béhar

Yves Béhar

I love this quote from Yves Behar. It is from his recent interview with New York Times and I think he is absolutely right.

In our industrialized world most of  the companies produce more or less similar products. Many of them even in the same factories someplace in China, India or Thailand. The only thing that differentiates them from the rest of the market is their brand. And thats why they pay creative agencies, media companies or brand consultants a lot of money to make sure their marketing is done properly.

But what I keep asking myself is: wouldn´t it better to get it right at the beginning? Wouldn´t it even be cheaper, more sustainable and in the end more successful to produce a good product people actually like instead of investing so much time, energy and money in marketing?

To make his point he refers to great designers in the 50´s and 60´s like Charles Eames or Dieter Rams who actually promoted and shaped brands by their design of the products.

There is a great interview with Dieter Rams in the documentary “Objectivied” . And what he says is basically the same: we should focus on creating something valuable and meaningful instead of flooding the market with thoughtless products and communication.

But this is about to change. Yves Béhar believes we are about to enter a second golden age of design:

“We spent 40 or 50 years subservient to marketing and advertising, but I think the Internet and social network revolution have really brought a much more direct level of communication”

And he is right. The internet will make brands more transparent and it will become harder and harder for companies to actually market their products the old way.

So I think its time for us to get back to to the drawing board and to completely change our mindset. Instead of focussing on how to seduce consumers to choose our brand over another, let´s use our creative talent to come up with ideas, products or services that actually are relevant and provide value for peoples life.

Let´s create meaning!

Tags: , , , , , , ,

8 Responses to “Advertising is the price companies pay for being unoriginal”

  1. Jeremy Abbett sagt:

    Unoriginal is what advertising delivers for most companies.

    • admin sagt:

      @ Jeremy – absolutely, most of the creatives streamlined the creation of ideas the same way as the companies their manufacturing of their products! So if we want to create new ideas, we have to come up with a new process for it…

  2. There might be something incorrect with your links. You should have someone check out the website.

  3. Lemuel Yorke sagt:

    advertising is of course necessary if you want to reach a lot of costumers for your products.:

    Have a look at the helpful content at our new blog page
    <img src="http://www.foodsupplementcenter.com/where-to-buy-tea-tree-oil/“>

  4. cars sagt:

    Car shopping can be very time consuming. There are plenty of cars you can look at, as well as a handful of factors to consider.
    You need to make sure you are aware of what you need to make
    it a better experience. Consider the following helpful advice for making things easier on you.

  5. beshadowing sagt:

    Youre so cool! I dont suppose Ive learn anything like this before. So good to find any person with some authentic thoughts on this topic. realy thank you for starting this up. this web site is something that is wanted on the internet, someone with a little bit originality. helpful job for bringing something new to the web!

  6. Johnf117 sagt:

    insecticide permethrin side effects in cats cbdefcbbkebe

Leave a Reply