Ideas driven design: An emotional connection (Landor Perspectives 2009)

The choice for consumers is getting bigger and broader. Brands that don't touch consumers in a personal way are on shaky ground and any brand that resembles the one next to it is taking the first step to becoming a commodity.

Landor Perspectives 2009 – Ideas driven design: An emotional connection

Mike Staniford is executive creative director in the Sydney office of Landor Associates.

We live In what Is described as a five-second world and the choice for consumers Is getting bigger and broader. Today's consumer is better informed, more sceptical, less loyal, and harder to read. Brands that don't touch consumers in a personal way are on shaky ground and any brand that resembles the one next to it is taking the first step to becoming a commodity. Too many brands follow the same rule book and simply become...

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