So here I am, my first panel at SXSW. I find I prefer the panels as opposed to duals or presentations, as they provide multiple perspectives on an isolated philosophy or thought process. Probably why I love tapas restaurants as well….I am a big fan of options.
This panel, titled, “Brands As Patterns,” had me at hello when I read this part of the description, “endless repetition of centralized, fixed rules can make a brand seem unresponsive and out of step with its audience. But without repetition, how does a brand create consistency? And without consistency, how does a brand maintain value?” I was so into this panel and ready to learn. Unfortunately, the panel fell flat…at least to me. But, if we look for it, there is always something to learn, so for all you brands, here are the morsels I gathered.
1. We need to find unique areas of connectivity. (Yes, we already know that.)
2. Hashtags are branding. (San Juan Marriott drove this point home about a year ago. Thanks for the reminder though.)
3. How do your products and services relate to experience. Find the experience that will relate to the consumer’s identity. (Good point.)
4. Why would you hire an agency and tell them what not to do? The Brand should inspire creativity, not constrict it. (Amen!)
5. Why would you hire an agency and tell them what not to do? The Brand should inspire creativity, not constrict it. (Oh, I already said that. It was worth saying again.)
6. Creating initiatives / digital programs that are highly optimized and highly commoditized leaves no impression at all. (Excellent point and well said.)
7. Look at what the consumer wants, THEN create. (Can we try it?)
8. Need to take risks and jump off. Old tools don’t work. (We can have a parachute ready, but let’s do it. We jump all the time and it’s a great feeling.)
Basically, it’s time to shake it up and not be so formulaic. I had to spend an hour to get to that….now…..off to Visual Storytelling!