I’ve been storing wisdom in Soho Notes for ages and so some of it will make it’s way on to the blog. Probably long after the rest of the chatterati have had their say.
One piece in The Independent recently that fits with much of where my work-related thinking is at came from James Dyson.
In a piece entitled Why bother with advertising if you can get editorial? he set out a few useful points in relation to the purpose of advertising going forwards..
Dyson observes that advertising should only concern itself with truth and comparison (of technical features).
Engineering and design skills are more important than communications – get the product right before the ad campaign.
Design metrics – “The important thing for me as a designer is that people enjoy using my product and think that it works well and that it’s their first choice”
Nice and simple.