HEY THERE

Identifying with peoples values can be tricky sometimes, but even harder in a digital environment. Brands that succeed these days have adapted seamlessly across multiple platforms. Agencies have had to adapt just as quickly, changing yet another business structure we thought was set in stone. The good news is that people are smart, so as things shift in the digital world, so too will our brains.

Now more than ever we need to invest our creative knowhow into figuring out how to connect community values with meaningful products and services. This is another reason digital, as we know it, is changing so quickly. People are beginning to demand more out of their favorite companies, which means they need to figure out how to provide value and not just junk, otherwise people will find something else to spend their money on. Dave Allen once said, “Take the money, and don’t advertise, BUILD SHIT,” this is exactly what needs to start happening. Costumers seldom experience brand value, which is a paradigm that needs to change.

Instead of coming up with ways to convince consumers to buy this or that, advertisers must create something, tangible or intangible, that connects companies to their buyer’s values. Jeff Oeth, creator of the Modern Evolution blog, which I recommend everyone takes a look at, had this to say about solving this very problem, “Creative and strategic thinking can make things more interesting, more effective, more sustainable, more fun, and just plain better — for ourselves and for the world around us.”  Unusual