things people want
This is somewhat of a stupid post to write as there’s not much I can say. The picture to the below says everything. I touched on it lightly in a previous post but there is an alarming amount of blunt advertising (and that’s being polite). The sort of advertising that makes it hard to admit you want to make a career in the field. The sort of advertising which does a better job alienating viewers than making a connect. The sort of advertising that is just plain bad.
That’s what makes John Willshire‘s quotation (the picture to the right now) so great. Money and sales have always been at the heart of advertising, sometimes explicitly, sometimes not quite so much. It may be called brand loyalty but companies essentially want sales, and repeat sales at that. It’s the ‘making people want thing’ part and it was kind of a big deal. Until now.
Luckily, brands are getting smarter. And that’s because consumer’s are smarter too. We’ve been advertised to for so long that once we feel even vaguely targeted our defence goes up and our interest goes down. That’s why brands (well some of them) have clocked on to making things people want (look up this time). The aim? To create a presence to and connection with consumers. If there’s a sale from that, well, great.
I wanted to keep this short, so I’ll stop. I’ve inevitably not done the quotation justice but it’s the best I can do for now. More content to follow soon along a similar vein on branded utility (aren’t buzzwords fun?).