Design Is The New Advertising.

Posted by: Bruce Nussbaum on January 15, 2007

Quote of the day from Marc Gobe, who has a new book coming out called, what else, Brandjam.

“Design is the new advertising. The agencies should fold, they’re out of line and out of touch. The only advertising that works is about product that you’re drawn to any way.”

Brandjam is about humanizing brands through design.

Reader Comments

Georges de Wailly

January 15, 2007 10:59 PM

"Design is the new advertising." This guy is a century late. What is recent is that emotionally designed products are massively produced. The automobile market is a good example. The problem is to have and adequation between the product and the market. There advertisement may have some influence. Do not forget also that advertisement can be a value added service.
"You know, I have bought these sport shoes because all my friends will be jealous!"
Sounds stupid but advert is an answer to customers expectations. As well as design is!

Rich

January 16, 2007 6:22 PM

Excellent point. Today’s formula for performing the balancing act between the well-engineered product and the marketplace is becoming more and more complex. We’ve all passed on robust products for inferior because of the “in” crowd factors. However, unlike the baby-boomer generation, the X and Y generations are more computer-communication literate, making them more product savvy and unlikely to fall victim to hype-without-substance marketing. It’s easier than ever to research and evaluate products, which makes it more likely for products to fall into one of two categories, the home run or the strike out.

Marco Serrano

January 16, 2007 7:18 PM

I don't know...I just heard my buddy say that he's going to buy some shoes because of the commercial...so isn't that advertising..and not just product magnetism?...How do we as consumers know that a product exists if nobody tells us about it?

Don

January 18, 2007 7:38 PM

For some reason people tend to forget that advertising, more than design, can suggest ways people use or apply a product to solve a need or problem. An example of this is the emotion-filled OnStar commercials where people are in car accidents and can talk to someone immediately. Another example are the cell phones with parental restrictions. Another example is AFLAC, a company with a purpose relatively obtuse to most potential users. The infamous story says that the Chinese invented gunpowder, but didn't utilize it for weaponry. This use had to be developed and communicated for an existing product to reach a new market. This is the kind of information that drives sales. To say that design will encourage users to purchase brand new tools to address their existing needs only makes sense in a teenage mindset where one buys clothes, cars, and electronics.

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Want to stop talking about innovation and learn how to make it work for you? Bruce Nussbaum takes you deep into the latest thinking about innovation and design with daily scoops, provocative perspectives and case studies. Nussbaum is at the center of a global conversation on the growing discipline of innovation and the deepening field of design thinking. Read him to discover what social networking works—and what doesn’t. Discover where service innovation is going and how experience design is shaping up. Learn which schools are graduating the most creative talent and which consulting firms are the hottest. And get his take on what the smartest companies are doing in the U.S., Asia and Europe, far ahead of the pack.

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