PERCEIVED VALUE

PERCEIVED VALUE

    Branding is about managing perceptions. Often this is a manipulative tool, as Tim Jackson puts it, we are “persuaded to spend money we don’t have on things we don’t need to create impressions that won’t last on people we don’t care about.“ This talk by Ad man Rory Sutherland is both extremely funny but drives home an important point. Marketing, branding and advertising help large brands gain power, profits and…it works. They wouldn’t do it otherwise. The issue is, often it’s working for the wrong things. We aren’t necessarily made happier by what we consume. Like a hollow chocolate egg, it tastes sweet for a short while, but soon it’s gone and we crave what’s next. There is real value in being good, we can change how the world works, but we need to learn from those that market/brand/advertise themselves successfully. Sutherland is right to point out that in a society where we face many ethical and environmental challenges. We need to  learn to do more with less, to appreciate what we have instead of what we don’t. Doing this in a way that makes our lives richer (without perpetuating the idea that we need to accumulate an endless amount of stuff) is key. As a business, it doesn’t make sense to deplete and compromise your source of materials / ingredients for the short gain if it means you won’t have a business in the long term. As consumers, it doesn’t make sense to carry on frantically purchasing things that have become essentially disposable (when they shouldn’t be). We need to be better than that. The things we buy need to be of benefit to the people who...
THE POWER OF A GREAT IDEA

THE POWER OF A GREAT IDEA

Brilliant isn’t it? It’s not even in English and most people will understand what it’s about. The great idea is the fact that the tape holds the poster to the tree AND communicates the message. We are bombarded with so many messages every day that we have to try harder to get our messages across. Many messages are lost. But great ideas get noticed, get talked about, make a difference. How do you come up with a great idea? We believe in design thinking. That is, redefine a problem to create the solution. Bob Gill was brilliant at doing this. For the poster below, imagine the original brief. ‘Create a poster to to publicise a no smoking day’. Redefine the problem and it will lead you to the solution: ‘we all know that smoking kills, so what single image communicates that non smokers will live longer than smokers?’ Here are some other great posters and ideas. Many thanks to the blog ChillOutPoint.com for the...