“Brands that will win will be those whose consumers tell the best stories to each other rather than brands that tell the best story to their consumer.” (Sarah Fay, president of Isobar U.S)
This is a quote from an Advertising Age article I’ve just discovered. It attracted my attention from two perspectives: a) user generated content & blogs and b) (successful) design.
My comment to a): Again a quote from the article above: “Blogging (edited) (Marketing), …, is like going to a very sophisticated dinner party. You come in, introduce yourself or are introduced. You sit, listen and figure out who’s at the table … and you ease your way into it. You don’t have to get to the finish line day one.”
My comment to b): Think in the category of ‘options’ rather than ‘features’ offered by your ‘design solutions’. Or to frame it according to the notion above: Let your ‘design’ (let it be service or product) offer a corridor of experience (which you can’t sometimes even anticipate while working on the concept) instead of “get(ting) to the finish line day one.” Some call this “Customization” I would call this “Experience Design”. What’s your perspective?
