All things being equal, the thing that differentiates a product at the point of engagement is good design. Yet, far too often, the aesthetics of a project are late-game considerations instead of organically imbedded within the entire process of any client engagement.

We can put in hours doing research, building a strategy and determining the best multi-channel communication touch points, but if the design is lacking at the point of contact, if the story we’re telling doesn’t speak to the customer, if we don’t connect the customer with the product in a way the is meaningful or desirable, the entire process will fall short of expectations.

It’s easy to see creative as a ubiquitous commodity. And in some ways, this is true. One can go online for any number of quick solutions to creative problems. But, a true engagement strategy is fulfilled when the strategy feeds into conceptual thinking to deliver an aesthetically appealing product that leaves its emotional mark on the intended audience. This is where design thinking becomes critical to the success of truly connected brand building.

What About Innovation?

To fully reap the benefits of heightened design thinking requires a cultural shift that embraces innovation as a core business value. As rapidly as our industry is changing, as social media and other emerging media become the dominate means for communicating to the new consumer, we must be prepared and capable of seeing what’s next and this requires vision born of innovation. In fact, quite a bit has been written about this industry wide, including a fascinating and paradigm shaking recent “Redesigning Business Summit” in the UK which was aptly branded as “The Big Re-Think.”

Taking cues from the true industry visionaries, we have a tremendous opportunity to lead the charge instead of cautiously following the trends that are set before us. At Creative Link, we are full speed ahead when it comes to reinventing how we do what has been known as “advertising.” The game has changed and we see our selves as change agents participating in what is now a very exciting multi-channel conversation between business, consumer and the larger social networks within which we communicate.

When we fully move forward, shedding the tired old models and embrace the new, we can reap the rewards of truly engaged multi-channel marketing that puts clients willing to step forward in rich territory and in the company of willing and aware consumers.

Other Source Material and Suggested Reading:

The Designful Company by Marty Neumeier

A Whole New Mind by Daniel Pink

Change by Design by Tim Brown

The Design of Business by Roger L. Martin

Do You Matter?: How Great Design Will Make People Love Your Company by Robert Brunner, et al