Communications design: Not a cheap pick-up line, but brands longing for true-love

March 10, 2008 at 8:15 am | Posted in design, Innovation, Integration, Strategic planning | 2 Comments

Whether it is between a customer and a piece of brand communication, between two customers discussing a brand or an interaction with a contextual situation associated with a brand, communication is all about starting a conversation.

The more relevant the content of the conversation, the more immersive the experience and the more willing people are to engage and consistently participate.

The objective of the conversation can have a short-term objective. If you want a short-term reaction, the unstructured ‘bling-bling’ of a pick-up line may get a superficial reaction (good sex). Though, as we all know, relationships mature over time. Participants expect the connection to get stronger to maintain commitment. Hence, ‘bling-bling’ is an exhaustive and unsustainable way to maintain interest in / participation in a conversation.

Relationships that stand the test-of-time normally start with conversations built on mutual respect and admiration.

‘Communication Design’ is exactly that exploratory process. It is the process of carefully constructing an integrated architecture of messages that remain consistent in their personality and tone across many different content forms, contexts and contact environments.

For brands that are serious about their commitment to their relationships, each conversation needs to firstly be inherently linked to a human behavior or insight. To be considered ‘Good design’, each experience, message, content piece and delivery context needs to be intuitively architected and have continuity and consistency.

Lastly, well designed messages don´t have to rely on tedious repetition to force engagement. The immersive connection leverages relevance and aesthetic appeal.

I´m under no illusion that ‘good design’ is easy. Actually, it is actually near impossible in the fragmented, competitive and dysfunctional communications industry. We need to explore the dynamics and disciplines required to stimulate a conversation that can help us make the small steps necessary to bring this to life.

Cheers. BC

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