Creativity + Imagination + Smarts

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What constantly blows my mind is how brand strategies start from the position that people actually give a damn about the brand in question. Target market analyses or core consumer descriptions are written from a brand centric perspective — as if “consumers” lives orbit around the sun of their lovely SKUs.

Tech startups always begin with one thing for certain: it doesn’t matter how much money you have — no one knows you, no one cares about you and you have more chance of evaporating into a dead-pool of obscurity than ever meaning anything to your target market.

More Meaning. Less Messaging. 

What advertising can learn from technology companies.