Credo

Credo  /‘kri:dəʊ  –  Latin for “I believe”   noun  1. A statement of the beliefs or aims which guide someone’s actions.

credo

Marketing, as it’s long been known, is dead.

That’s the way I see it.

I’m an Industrial Designer, and I believe the game of marketing and business growth has changed forever.

It could be argued that what used to happen was a marketing department would get together and spend money on communicating the benefits of a product. Polish it. Put a spin on it. Find new ways to disturb people and win their attention. Less focus on the product itself and the way it brings value to others. More focus on making the product ‘seem’ to add value.

In my opinion – this no longer works.

When I was 18 years old I started reading every book I could on design, business, marketing and communication. Among them was Purple Cow by Seth Godin, who many would argue to be the number one marketing and business mind on the planet. I devoured the book in a day.

Since then, I’ve been striving to learn more about the value design brings to the world – and ultimately, how we can use design as an effective tool to deliver that value.

Consumers scratch a level deeper than they used to, and the explosion of social media means that negative brand experiences get voiced to a global audience. The only other experience that spreads is one with a total ‘wow-factor’. Good and very good get no mention.

This openness has put design at the epicentre, and more design-led businesses are seeing success like never before.

There’s no faking it. You need remarkable products that bring value to people. Remarkable. As in, worth ‘remarking’ about. Pushing the boundaries and constantly questioning conventional behaviour to enhance user experience. Becoming the brand of choice demands that you actually care about the user, understand them and bring them value.

That’s where design steps in. Identifying opportunities, gaining insights, spotting latent user needs and translating these to beautiful and highly functional products and services that solve meaningful problems for real people.

That’s why I love design. We get to help brands and businesses increase sales and improve profits, whilst simultaneously improving the quality of people’s lives.

Of course, there are the selfish reasons like the thrill of solving problems in unique ways, seeing an idea come to fruition, collaborating with others and getting the opportunity to travel and constantly learn about new exciting areas. More than anything though, it’s the positive social impact that sits at the heart of it all.

 

Nick Chubb, 2017

nick chubb