Notes on Marketing, Branding and Design

The Power of “Why” Part 2

When design and marketing firms work with their clients, the word “why” can be a game-changer. It’s more than just a question; it’s a mindset, a philosophy, and a powerful tool that can lead to innovative and impactful solutions. So, why do some shy away from asking “why”? Usually, it’s because they are more interested in getting a “quick yes” to a client’s request than learning about (and solving) the larger and more critical needs. But let’s dive into the playful world of “why” and discover its magical potential.

The Curiosity Factor

Children are known for their incessant questioning, and “why” is their go-to word. It’s born out of curiosity, the desire to understand the world around them. In the realm of creative services, curiosity is an essential trait. It’s what drives us to explore new possibilities, challenge the status quo, and think outside the box. Asking “why” is the first step in unleashing this creative curiosity.

The Root Cause Analysis

“Because we’ve always done it this way” is a phrase that can send shivers down the spine of any creative professional. But, armed with the power of “why,” we can dig deeper and uncover the root cause of a problem. “Why” helps us to understand the motivations, goals, and challenges of a company. It enables us to tailor our solutions to their specific needs and create a more meaningful impact.

The Innovation Catalyst

Innovation thrives on questioning assumptions and pushing boundaries. When we ask “why,” we challenge the conventional wisdom and open the door to new possibilities. It’s the catalyst that sparks creative thinking and leads to innovative solutions. “Why” encourages us to think differently, experiment, and explore new avenues of creativity.

The Storytelling Tool

Every company has a story to tell, and “why” is the key to unlocking that story. It helps us to understand the company’s values, mission, and vision. By asking “why,” we can create a narrative that resonates with the audience and builds a strong emotional connection. It’s the storytelling tool that transforms a brand into a powerful and memorable experience.

In conclusion, the word “why” is a powerful tool that should be embraced in the world of creative services. It’s the key to unlocking curiosity, uncovering root causes, sparking innovation, and telling compelling stories. So, the next time you’re working with a creative firm, don’t be surprised if you hear the word “why.” Embrace it, celebrate it, and watch the magic unfold. Because, after all, “why” not?

Creative Risk Tolerance: Striking the Balance for Innovative Brands

In the world of branding, innovation is often synonymous with creativity. However, not all audiences or companies have the same level of comfort with creative options. Some embrace bold and unconventional ideas, while others prefer more familiar and conventional choices. Striking the right balance between creativity and comfort is crucial for innovative brands. Let’s explore how different levels of comfort with creative options can impact a brand’s innovative potential.

The Risk Takers

At one end of the spectrum, you have the risk-takers – individuals who are drawn to bold and groundbreaking ideas. They’re the early adopters, the trendsetters, and the ones who are always on the lookout for the next big thing. For these consumers, innovation is synonymous with excitement and novelty. Brands that cater to this audience need to push the boundaries of creativity, experiment with unconventional concepts, and stay ahead of the curve.

The Traditionalists

On the opposite end, you have the traditionalists – individuals who prefer familiar and predictable options. They’re the ones who value stability, consistency, and reliability. For these consumers, innovation doesn’t necessarily mean reinventing the wheel. Instead, it’s about refining and improving existing products and services. Brands that cater to this audience need to focus on gradual improvements, subtle changes, and maintaining a consistent brand identity.

The Moderate

In between the risk-takers and the traditionalists, you have the moderates – individuals who appreciate a balance between creativity and familiarity. They’re open to new ideas, but they also value tried-and-tested solutions. For these consumers, innovation is about finding the sweet spot between excitement and comfort. Brands that cater to this audience need to strike the right balance between creative experimentation and established brand values.

The Importance of Knowing Your Audience… and Yourself

Understanding one’s level of comfort with new and creative thinking is crucial for innovative brands. It helps you tailor your messaging, products, and services to meet both your own and your audience’s specific needs and preferences. A one-size-fits-all approach rarely works when it comes to innovation. Instead, it’s about understanding your company and your target audience and finding the right balance between creativity and comfort.

The different levels of comfort with creative options among audiences and businesses play a significant role in how they perceive and interact with innovative branding. By understanding an audience and company’s preferences and striking the right balance between creativity and comfort, AXIS visual creates work that resonates, engages, and stands out in a crowded market. After all, innovation is not just about being different; it’s about being relevant and meaningful to your audience.

Are You Managing Your Brand… Or Is It Managing You?

A brand is how you (or your company) are perceived by most of the public. It’s their thoughts on the quality of your product, their opinions about how much you care about your customers, their general beliefs about your company being innovative, a good value, trustworthy… or possibly less positive opinions. Companies, whether they work at it or not all have a brand. This public opinion is based not only on every way they communicate with current or potential customers, it is also a function of the quality and value of their product or service and the experience of their customers when interacting with their company.

“Brand(ing)” on the other hand is…

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Other Side of the Camera

I tend to be much more comfortable behind the camera than in front of it. But occasionally, like anyone selling anything, I need to step in front of the camera. This is a recent video that I did to introduce myself and my company.

 The environment for communicating always changes. Communication has to adjust as well.

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