When you work day-in, day-out in, on or for a business, it’s easy to get caught up. After all, every working moment you are absorbing the brand experience, drinking the kool-aid, deflecting and spouting management-speak and trying that little bit harder to humanise the brand.
But what you end up with is the inside-out view.
And what we really need … what we crave, fear and yearn for is the opposite. The outside-in view is always a jolt to the system – because it impacts what we believe. It throws our own reality into our faces.
It’s why I love this video. Dozens of logos are shown to a five year old and her response is recorded. It’s classic outside-in.
But the thing that really stands out for me is not which brands she recognises. It’s that the ONLY logos she recognises are those that she can associate with an experience – an experience that she can recall and articulate.
THAT is what we should be working towards. It’s not about the logo. We need to make all that we do about the EXPERIENCE. That way your expensive design work will stand in reference for something. And that’s worth paying for.