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?
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!