addictlab: branding design innovation advertising marketing

I have always believed in a holistic approach towards branding. Communication, R&D, product development, sales & retail, it all helps to create your brands 'point of gravity'.

In talks & seminars on branding, I then talk about examples of this holistic vision and brand 'coherence'. That the CEO's assistants wardrobe is as important as the decisions made in the boardroom, and more.
Now, having lived in South Africa, I realise that the rest of the world not always knows what's going on there. Believe you me, the country has a whole lot more to offer to the rest of us than just crime statistics.
I would even say that some of the young country's characteristics should be adopted in other countries. And it's not just the weather or the wildlife, I'm thinking consumer services, people friendliness, retail concepts and kids birthday venue concepts.
Of course, the country has had its issues to overcome, and Nelson Mandela 's ANC played an important role in getting the country where it is today.
There is a bit of a downside to that, as not everyone at the ANC has the same vision or knowledge on corporate governance. And that's a bit of a understatement.

Now getting back to the wardrobe example. Have a look at the newest ANC..heu... casual wear. They took the holistic brand approach to new heights. Walter Van Beirendonck must have gotten an Antwerp-Joburg ticket to come in and design these.
I could live with a female leather jacket wearing ANC powerwoman. It's the male ones that are only perfect when your name is Michael Jackson. Pity you have died.

The choice of green opts out some colours that were strongly united in Mandela's great brand payoff: the 'rainbow nation'. The ubuntu greenishness now unites Kermit, The new MacDonalds logo, Zuma and radioactive avocados.

Whether these greenish blingbling vests are proof of good governance, however, is to be seen. But these jackets will surely light up in the dark, when there is a power cut somewhere. It will then be easy to spot the one who is to blame.

In case you're interested, place your order here

I've tried to convince my friends and fellow colleagues of the advertising industry about how the business was changing and how one could react on that.
Well, I'm sorry to say... I failed.

At least, it's that what I was thinking when running around at the Salone del Mobile in Milan this year, where I obviously ran into a crowd of friends and people from the design industry, but apparently none from the advertising scene.

Has Milan turned into the center of branding? No, of course not. There are too many buyers and sellers and salesmen around that try to convince you of a new leather sofa.
But when you look beyond the dead cow covered sitting objects, you can see a parallel inspirational branding universe.

I admit: the abundance of chairs, tables and whatnot's is painful for the eye and the eco-friendly heart. Since who needs a new chair anyway? But when that chair comes with an added value, a story to tell, a function to add...

I realise I'm wandering through design heaven (or hell) with branded eyes, discovering gems of parasite branding and guerilla marketing tactics. Seeing inspiration for brands to get experiences across. That's why I can not understand that agencies are still choosing the Cannes beach in stead of the Zona Tortona.

Next time when your agency wins in Cannes, please fire them.
Don't get me wrong. They have proven their added value and we should honour them for that. On the advertising industry's funeral, we should speak with respect. The skills of the industry should be passed on by parent on child, and occasionally exhibited in museums over the world.

But a brand needs all senses to become a brand. In view of sustainable change, brand innovation and a holistic brand approach, you, dear marketer and/or CEO of a company, should look at other resources.

In fact, when using any creative resource for any project for your company, it should always be used with the bigger picture in view. This turns the advertising industry into craftsmanship and skills, and leaves a big space for true strategic and holistic brand consultancy, using a model of genuine collaboration, out of the box thinking and respect for the brand's surrounding environment.

I can be wrong and all the intelligent people in the advertising industry can still be right. In fact, I received yet another email from a big budget brand just now 'that we might be looking at a test project in 2010'. So when looking at what I earn today as compared to what I did when in advertising, I'm completely wrong.

Apparently it's waiting for the recession and it's fall-out to have companies realising the need for change. And if that doesn't do the trick, consumer behaviour will.

I hope I won't be painting sunsets in Namibia, by then.

Milan - some pics & thoughts.
-------------------------------

A female stand-up urinal. I'm not sure if this will make it to the market. What do you think? For me it 's a proof that tangible ideas can generate change.
In it's best, these concepts have a brand - and- social potential that can be enormous.

Ok, I was in Milan and I thought of recession when I saw this badly printed A4. (Chances are it's not the Mr Ferrari, but for the sake of my story, I need to believe it's the real one :-)

Our friends of .MGX / Materialise who will produce our Pine Cone light, had a collaboration with Renault. By far the most impressive work, tucked away in a small room at the Zona Tortona. Obviously deliberately anonymous, but with a potential to fill a complete hall.

A Retro-vintage ifoon.
For me this has brand relevance: dive into your heritage and past. It might need some tweeting and adjusting, but you'll have a unique story to tell and have a commercially successful project that goes with it.

The People Parking. Now here I saw a solution for the earth's global warming and a witty lounge concept, all in one. I also ran into a friend 'parked' there :-)