Strategic ideas are the lifeblood of the branding and brand design community.
However, brand-driven ideas need to translate into solid and deliverable brand actions, or they either stay in the jar on the shelf and never see the light of day, or simply do not deliver the communications goal. ‘Applied thinking’, the latest brand proposition statement from Dusted is based on this notion.
We research, test, discover, analyse and evaluate during the brand strategy phase, but always through grounded pragmatic eyes. The ‘big ideas’ and strategic thinking are then applied to a practical and modern brand communications mix that is appropriate and effective based on our real coalface stakeholder insight.
We constantly map trends and track the next ‘big thing’, but what we don’t do is thrust it down our client’s throats, because we are their trusted objective counsel. So, we join-up the dots and become the glue that bonds in-house IT teams, programmers, designers, writers and marketing departments to create leaders, alter perceptions, provoke reactions, sell products and tell stories. This is not a new idea, but something that perhaps separates those that theorise and those that do (with sleeves firmly rolled-up!)
“A great example of this approach can be seen in a very extreme sense via design innovators, digital disruptors and product inventors. Millions of brilliant unique ideas, researched, challenged, honed and designed to test.”
Then a handful of strong viable ideas that make sense within a practical framework that can be created commercially, tested for compliancy and delivered within a rationalised budget and timeframe.
All have the essential ingredients of maximising effectiveness, reaching the objective of the business and delivering real value to the end user. James Dyson and indeed any Dyson product are great examples as they take often maverick ideas based on solid available science and technical research, but ultimately ‘thinking applied’ to the real world and real people day-to-day.
So in the dynamic and ever-changing branding, design and communications world we all have to pay homage to this notion and never forget that ‘all ideas are good ideas’, but delivering and measuring the impact of the right one, in the right places, at the right time is better.