One of the benefits of working on the Hogle Zoo account at Richter7 is attending the annual Zoo Rendezvous, where you see birds, and people pretending to be birds or other strange creatures. See for yourself. (Be patient with my bad videography.)
Monday, September 27, 2010
A Secret Weapon to Create Brand Distinction.
Ever heard of Dipak Jain?
Who?
He’s the former Dean of Northwestern’s Kellogg School of Management. A high and mighty calling. He’s had more than 50 articles published in leading academic journals. Hence, you might think he’s a left-brained stiff.
Not so.
Dean Jain has apparently been a long-time proponent of the importance of exquisite design in the marketing and branding process.
A lot of his preaching and teaching has dealt with how companies can, and must, create brand distinctions – which leads to his claim that in this age of me-too features many companies are using design to differentiate their products and services.
Every single visual element of a message matters when you’re trying to create meaningful differences in the mind of today’s sophisticated consumer.
And, thankfully, at least one very credible fellow from Northwestern University agrees.
Who?
He’s the former Dean of Northwestern’s Kellogg School of Management. A high and mighty calling. He’s had more than 50 articles published in leading academic journals. Hence, you might think he’s a left-brained stiff.
Not so.
Dean Jain has apparently been a long-time proponent of the importance of exquisite design in the marketing and branding process.
A lot of his preaching and teaching has dealt with how companies can, and must, create brand distinctions – which leads to his claim that in this age of me-too features many companies are using design to differentiate their products and services.
It’s nice to see some support for that theme from the intellectual realms of academia. Richter7’s battle cry suggests essentially the same theme – that aesthetics are crucial to effective marketing, to successful brands, to creating likeable style and personality (which, in turn, translate into sales).
The size of the type matters, the photo style matters, leading and kerning matter, the logo treatment matters, the color palette matters, the number of words in a sentence matters, and so on. Advertising is brain surgery, after all. It influences the preferences, thinking and habits of consumers – when done with aesthetic taste and cerebral creativity.
Every single visual element of a message matters when you’re trying to create meaningful differences in the mind of today’s sophisticated consumer.
And, thankfully, at least one very credible fellow from Northwestern University agrees.
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