My question is: 'what comes after love in branding?'
Inevitably, it opens up more questions; What will happen when people are
sick of emotionally driven content and are turned away from it just like benefit
driven, yell-to-sell, style advertising? Will we switch off our emotions or
discover/find engagement in a more complex communication strategy?
Is there a level up on love; perhaps a multi-layered sensual experience
that taps in to intelligence quotient and emotional quotient whilst delivering
the brand message.
Is a constantly re-framed formula based on desire, the right path to tread?
In other words, will we take a step back from nirvana, to create branding with
more strength and appeal based on what we can not resist?
The former seems to be inevitable, the latter, it's already started but a
level up on love?
Neuro-science will categorically provide new proof of the brains way of
processing emotion, bringing tangible quality to creativity - something that is
still fairly new but hugely significant. Will this transform the way we do
everything and even reform education?
I happen to think so.
What an incredible time to be a part of the global mix.
Whatever happens, I'm very much intrigued, and looking forward to the next
30 years plus in business as part of the creative industry. During this time,
and wherever this takes me, I hope that I'll discover an answer to all these
questions and more.
Simon Bell,
Director
