Prior to the World Cup we probably all had our preconceptions of what ‘the Rainbow Nation’ had to offer—a somewhat polarized picture maybe defined by poor v plenty, the townships v the much-desired, luxury holiday locations of, for example, Camps Bay. Before the staging of the biggest sporting event in the world here, could we really name any significant South African brands?
Category Archive: Opinion
By Helge Tennø, Scandinavian Design Group,
The way we are making and selling design is becoming generic and confusing. One of the challenges is that design, as creativity, is described as a product, an end goal. When the fact is that neither design nor creativity is a result, it’s a description of how we get there, not what we will end up with.
The following is the first of three installments beginning with the definitions of what is design and what is creativity, followed by thoughts on how to create and understand identity — thoughts by SDG’s expert, Helge Tennø.
Dr. Robert Passikoff, the President and founder of Brand Keys, looks deeper into the BP mess.
The first part of this column title comes courtesy of Sherlock Holmes. The second part comes from Brand Keys. We’ve been warning clients for years about the enormous difference between what consumers think and what they say they think, because today, just asking them isn’t enough.