The emergence of new forms of communication has changed the nature of customers. A brand can be relevant only when it walks the talks with the customer. In this era of the new creative revolution, it is not sufficient for a brand to claim the purpose but it has to live the purpose. The new age consumer demands the brand to start delivering rather than promising.
Amir Kassaei, Chief Creative Officer, DDB Worldwide said, “Brands should stop selling people what they don’t need. This is an age of brand networks and brands have to deliver at every possible touch points towards the customer a substantial and relevant experience.”
He highlighted the example of Apple, about how the brand is building all the possible touch points for the customer, starting from building a great product. “You don’t have to reinvent the business to build brand networks, it is about refocusing again,” he added.
According to him, there is nothing called social media. Brands can succeed by being social and creative. Social means deepest respect for human beings. “If you want to add value, then social should be in the DNA of the brand. Creativity is about combining the creative talent with technology as a tool to provide marketing solutions. It is about effectiveness and finding the most intelligent solution for a challenge,” he said.
He believes in finding/creating the relevant truth and delivering it in a fresh way so that people start caring about the brand. Brands should treat people as their best friends thereby changing the mindset of approaching a brand.
According to him, digital is not a media, but an infrastructure. He feels that technology is not a replacement of an idea. It can be used as a tool to deliver the best. It is the electricity of the 21st century, because the world is getting connected.
He believes that the best innovative ideas should be simple and relevant so that it can add value to people’s life. “If you define a problem correctly, you almost have a solution,” he added.
He affirmed that agencies are in the business of making the product relevant and not about advertising. “The best of advertising doesn’t look like advertising,” he maintained. It is not about winning awards, but solving the problem in a substantial way so that people start caring for the brand.
Goafest 2013 coverage on exchange4media is presented by Patrika group.