1) the death of no - to stay happy we must stay open to new experiences. brands must be open to new ideas and embrace ‘yes’ culture
2) the death of consistancy - consistancy is dull, predictable, repetitive and one-dimensional. consistancy is not inspirational! no one ever fell in love because they though ‘she’s really consistant’. coherance is the death of f**cking guidelines and the birth of branded creative.
3) death of logos - logos are not inspiring anyone anymore; stop doing them. they are a one-way street where conversations are banned. logos are disliked by the public and hated by the press. it’s time we thought about other things to design for brands than these awful things. unlike confusing new logos which need a manual and an explination, brand worlds are living, layered, curated ways of hooking everything up. they describe brands in a useful connected way and they are ACTUALLY interesting. unlike a logo in the bottom right-hand corner of an ad.
4) the death of reach - marketing is always telling us how many people their ads reach, but is reaching people enough in a time where conversation sharing and comment is required? reaching for people doesn’t mean connecting with people at all. Traditional branding might reach for the millions but how many people does it actually touch? Branding that interacts in a meaningful way connects more deeply, and brings about change.
5. the death of ‘digital’ - saying it’s ‘digital’ is dumb. brands can’t choose to be digital now, they just are. and if you blindly try to be ‘digital’ you end up creating a very expensive fart. it makes an impact but everyone things you’re a dick. to be digital is to be connected. ideas are not a child to nurture, no one likes other people’s kids. ideas are tarrantulas, consider all the connections and everything makes a long lasting impression. forget that and everything gets into trouble very fast as ‘GAP-gate’ showed us.
then make the results beautiful, because beauty is always inspirational.