Following on from that ‘Google‘ post, the ‘Brand 2.0’ revelations which currently seem to be shaking the traditionally reactive and ‘late to the party’ D&AD to the core, (touched upon here; ‘Let’s Push Things Forward‘), remind me of the truism sung by Ella Fitzgerald/Fun Boy Three feat. Bananara* that it ‘Aint what you do, it’s the way that you do it’.
There’s something telling about the way the tirelessly self-promoting Simon Manchipp (moderator of this discussion) frames the debate, trying to pitch it as some sort of cock-fight between the various presenting creatives and suits, and also noting the bitchy twittersphere ramblings of the audience, concluding with some vague assertions and questions from an audience and panel that seem to know that something is up, but are clueless to address it; “why were designers not engaging with clients at a deeper level? Was change really only surface deep? What about behaviour. Experience. Thinking. Reputation. These are where brands became useful for products, services and organisations… How can we move the debate on to provide some consensus on what we should be worrying about?”
Also brings us back to this question.
*Depending on your age/cultural viewpoint.
** I wasn’t at this event, I’m just commenting on the write up of it.