An exciting opportunity for brand design.
Once upon a time, and not really so long ago, marketing communication worked by interruption. It might have been of the tv programme people were watching; or of their journey to work; or of their fairly limited choice of provided media. But now there’s been a paradigm shift in how we interact with communication – because today the audience ‘owns’ the media marketing channels. It’s a sobering thought that the ten years or so added to our lifespan since the 1950s are spent looking at a screen.
The watchword today is engagement not impact, and I think that the sad effect of that has been to value quantity at minimal costs over crafted quality and genuinely persuasive creativity. This is not to argue that banner advertising and judiciously-placed Facebook posts have no effect but often it feels like it’s our eyeballs rather than our emotions that are being sought. Where are the new major brands being created in a world of swamping communications?
I would suggest that this is where the power of design is becoming of greater importance to brands. It may be the one relatively permanent element of a brand’s communication…
That’s both a heavy responsibility and an exciting opportunity for designers.
Brand Strategy Consultant,