PT 
There is an excess of information
5.000. Exactly. C I N C O M I L.
This is the approximate number of brands with which we have daily contact, according to Jay Walker-Smith, a market research specialist.
If the number is frightening, it's even scarier to discover that it has doubled compared to 2008, before the boom mobile. In this saturated sea of information (and opportunities), have you ever stopped to think about how many of them we actually remember? Which ones stuck in your mind after your last visit to the market?
Do a quick workout: look around you and count how many marks you see?
Right now, I'm writing on a Goal. Next to me, a boy with a watch Fossilwearing a shirt Polo Ralph Lauren with a iPhone in hand and headphones Beats in my ears. A few minutes ago, the on-board service began: mineral water Indaiá with snacks Tribes, from Mother Eartha product with the Organic Brazil.
Brands are everywhere. In every corner. Every day. And to the despair of marketing and communications professionals, in increasing numbers.
The truth is that the daily volume of information we are exposed to is so absurd that we don't realize it and our brain's natural reaction is to ignore most of what we see or hear. It's a defense mechanism: we're not prepared to absorb that much. The more information, the harder it is to choose something.
Reflections of this? The growth of minimalism as a lifestyle. Conscious consumption. Less television and radio. An increase in the number of Adblock users. Too much information gets tiring. In the world, for example, 11% of the population already blocks online advertising (AdblocksReport 2017).
With so many people communicating and so many people uninterested in absorbing these messages, brands are living in the era of the Fighting for attention. In this fight for the limelight, the winners are not those who are present everywhere, but those who are able to establish real connections with people. Hence the importance of efficient brand management, from planning to execution.
Okay, but what about in practice?
In practice, it's worth thinking about a few points to make a difference in your market:
1. see the whole.
We have always perceived the world around us through our main senses: smell, sight, hearing, touch and taste. With so many possibilities, those who still only communicate verbally or visually are missing out. What does your brand smell like? Does it shout or talk? Is it bossa or rock? Samba or Jazz?
2. Creativity is not optional; it is strategic and vital.
There is a lot of competition for attention and managers need to understand that the recipes that have worked for the last 20 years will no longer work in the next two weeks. Only creativity, combined with a well-designed strategy, will be able to lead your business to gain a foothold in hearts, minds and the market. If you don't look at the strategy behind what you're doing, all your efforts will be in vain and your message will get lost in the crowd.
3. Get to know your audience and connect with them.
Brands are like people. The better we know something or someone, the deeper our relationships will be. Know who the people are who sustain, depend on and influence your business and seek relevance in your relationship with them.
4. Have a clear purpose.
Nothing is more powerful than an idea. What drives your business? Clearly define who you are and what your brand believes in. Ideas infect, engage and move. Focus much of your attention on how you would like people to perceive your brands or products.
5. Don't join the game just to be one more.
While in the past brands and people had exclusive relationships, today brand loyalty is rare. No business is safe if it's more of the same. If your brand doesn't matter to people, your business will be seen as commodity. Know your differentials and build your reputation on them.
Remember: Five thousand brands a day.
Of all the options, why should people choose exactly yours?
If this answer isn't clear to you, it probably won't be clear in the minds of your customers.
* Article originally published in Infobranding Portal
From ego to empathy
As a young designer you may have heard this phrase a lot. But what does it mean? As someone who is pretty empathetic and self-critical, I never felt like it applied to me. But in retrospect, I think that's because most people use "ego" to describe inflated self-importance, when it's really just a word that describes how we understand our personal identity.
The distinction is important because letting go of your ego can be a nuanced practice in empathy. It's not just advice for arrogant jerks, it's essential for anyone working professionally. As a designer, my thoughts, tastes and keystrokes obviously are part of the equation, but it took some time to figure out that I could not create work in a silo as a reflection of my "aesthetic."
To some of you this might sound like a bummer, but when you take on a client's challenges and their point of view, you will have to think differently. You will find new approaches and you will grow. But more on that later.
"As a young designer you may have heard this phrase a lot. But what does it mean? As someone who is pretty empathetic and self-critical, I never felt like it applied to me."
Ernst Neufert in "The art of architectural design".
OK, but what does this have to do with my brand?
As a young designer you may have heard this phrase a lot. But what does it mean? As someone who is pretty empathetic and self-critical, I never felt like it applied to me. But in retrospect, I think that's because most people use "ego" to describe inflated self-importance, when it's really just a word that describes how we understand our personal identity.
As a young designer you may have heard this phrase a lot. But what does it mean? As someone who is pretty empathetic and self-critical, I never felt like it applied to me. But in retrospect, I think that's because most people use "ego" to describe inflated self-importance, when it's really just a word that describes how we understand our personal identity.
From ego to empathy
As a young designer you may have heard this phrase a lot. But what does it mean? As someone who is pretty empathetic and self-critical, I never felt like it applied to me. But in retrospect, I think that's because most people use "ego" to describe inflated self-importance, when it's really just a word that describes how we understand our personal identity.
The distinction is important because letting go of your ego can be a nuanced practice in empathy. It's not just advice for arrogant jerks, it's essential for anyone working professionally. As a designer, my thoughts, tastes and keystrokes obviously are part of the equation, but it took some time to figure out that I could not create work in a silo as a reflection of my "aesthetic."
Famous last words
As a young designer you may have heard this phrase a lot. But what does it mean? As someone who is pretty empathetic and self-critical, I never felt like it applied to me. But in retrospect, I think that's because most people use "ego" to describe inflated self-importance, when it's really just a word that describes how we understand our personal identity.
Hope this answers some of your questions, Dmitro.
- Author's name