Couldn’t have said it better myself: The Break Up
Advertising hasn’t really changed all that much. Weak advertising no longer stands a chance of working, and the fact is that it never maximized the potential of a campaign. Weak messaging has never worked all that well because it does not connect.
People need to relate to the messages put before them. Messages must be welcomed by the consumer. This has always been the case, but people are less tolerant of poor advertising now because they simply do not have as much time as they once did.
As designers, we must do more than create a new visual dialog, we must connect with our audience on a personal level. We must know them, enjoy their company, appreciate and honor their attention. We must also know our clients and tailor their marketing for individual success. Anything else is stealing.
Kelly Hobkirk - teaching marketers how to harness strategy, goals, reality, and purpose to connect and do better work.
Kelly Hobkirk has been helping companies succeed in creative ways for nearly 25 years. His work has been featured in Time Magazine, and books by Rockport and Rotovision. Get exclusive articles when you sign up for his monthly newsletter.