What would you say if asked to take part in a new series for primetime, mainstream (we’re talking […]
Anyone who has had anything to do with naming – and I mean anything – ever, could tell you that iSnack2.0 is a terrible name. Awful. Abysmal. A professional would never have let that out of their head let alone out the door and onto the client’s desk. But the short-lived name for Vegemite’s brand extension last year is a great example of what happens when you outsource creativity to amateurs.
No, I don’t mean what price sovereignty and no, I am not going to bang on about the UK surrendering its currency and joining the Euro. I’ve just come back from a trip to New Zealand and I was struck by the level of care and attention that has gone into the creation of its new passport, which speaks volumes to me about Kiwi’s level of national pride.
There are those in the creative community who believe the best work comes of being unfettered by commercial considerations. And, sure, we all love a boutique brand. It is nice to let your spirit roam free and to create beautiful designs for niche products that give you carte blanche to create as you see fit.
The answer, surely, depends on the planner.
There are designers and creative directors out there who view them with suspicion; who fear being constrained by reams of research and who resent what they see as their meddling. By the same token there are those that appear too frightened to think about a brief unless it has been through the planning department. Neither extreme is healthy.