Normal Thinking = Average Marketing

NORMAL THINKING = AVERAGE MARKETING

It is normal to seek insight in familiar places through ‘well tried’ means.  The invariable result is tiny increments over what we already knew – the fanboys are already drinking the Kool-Aid.  This is how orthodoxy is created and recreated.

Weirdly, it is often possible to learn more about X by looking at Y.  Our ‘thought-for-the-day’ is that if we want to market to a hipster, then maybe talking to some oldsters will help come up with something that we (and the target audience) don’t know.

Here’s how this can work:  design labels for people with challenged eyesight and, hey! You’ve got an easy to read, simple, elegant look with semiotics screaming brand transparency and trust.  How about designing an in-store experience for those who need a little more leeway or time to get around – bingo (remember that) you have an open, stress-free floorplan, that feels luxurious and welcoming for a whole range of cohorts outside (but not excluding) your cool Millennial fantasy target.

Simple take-away message; be brave enough to design processes which look beyond the obvious audience because looking at the same old thing just gives you the same old perspective.  How boring is that?