The article is written by Darren Foley, Managing Director at Pearlfisher, London

Today, everyone is a writer, a designer, an authority and an expert. In this highly connected world we all have the ability and the resources to be a creator. If we don’t find what we require, we can simply make something new. The internet allows us to instantly share our designs, publish our narratives amongst millions of blog posts, and build our own brands on sites such as Kickstarter or Shapeways. An entertaining article by Matt Dolphin on Creative Review recently demonstrated how logo design is being offered for as little as £25.

Democratic and open, the internet has brought the collective voice to the forefront. Whilst I appreciate the open arena that the internet, modern technology and resources can offer to everyone, such freedom can bring an overabundance of commodities, many of which lack substance, thought, meaning and crafting. The marketplace has become saturated with brands that pride themselves on originality, each claiming to be a leading expert. And these multiple voices are beginning to drown each other out. This sea of mass products do not fully answer our questions, nor fully engage or interact with our lives and in this democracy where everyone can create anything, brands need to deliver more.

We want brands that not only exist in the context of today but that look forward and innovate for tomorrow: brands that mean something beyond creativity for creativity’s sake. We no longer look for a brand that simply informs or that seeks to be our friend; we want a brand that enriches our thinking, works with us to understand our lives and allows us to believe in better. A thinking brand that means something.

Thinking brands speak with intelligence, an informed perspective and a point of view. They challenge, provoke and reject the stereotypes and overused symbols used by competitors in their sector. A thinking brand doesn’t need brash design or over-friendly chat. Every idea, every word, every image is thoroughly considered to create an impression and leave a lasting mark.

Recently, we have been working with Kallo Foods to shift their range of organic foods from being a brand of natural friendliness into one of inspirational importance. Within a crowded marketplace of health brands, Kallo offers an original and modern perspective on food, nutrition and pleasure. Through the creation of the Kallo Food Academy, Kallo has emphasised that it is a brand that understands natural ingredients and has its own perspective on ‘smarter eating’. The Kallo Food Academy is a central hub for the brand to collect advice, share recipes and curate apps to encourage smarter eating.

Thinking brands know and share. Instead of preaching or prescribing, they are experts who engage and interact. Rather than following structural hierarchies, these brands create networks where opinions and knowledge can be shared collaboratively. Mums-net and The Guardian newspaper appreciate that whilst they are specialists, they are not the one truth, and instead welcome different opinions, debate and discussion.

Thinking brands enrich and change our lives. They push for something new and unexpected to deepen and further our knowledge and enjoyment. Brands such as Persil, Honda, IKEA and the Food Doctor actively work, not only to alter our daily experiences but the entire way we think about life.

Thinking brands understand that the world changes every second, every day. They have the versatility to evolve and endure, maintaining a current perspective and an aspirational vision for the future. Meeting the issues of today and visualising the products of tomorrow. Thinking brands build lasting and lifelong partnerships with their consumers; think The North Face, Nike, Frank Water, People Tree and of course Apple. These are all brands that believe in change and they act on it.

For brands to have real longevity, they must ask the questions that are important and always look for opportunities to challenge and improve the world in which they exist. Every expression must be thought through, considered and meaningful and every connection must be real and lasting, an Intelligent brand democracy that everyone will want to engage with.

About the Author

Darren Foley, Managing Director at Pearlfisher, London, joined the company in 2002 as Realisation Director, inventing the concept of realisation and advocating a design process in which our technical and creative teams work in harmony from the beginning. He has worked in the design industry for close to 25 years, starting out as a junior production artist, and amassing an unparalleled depth of knowledge for the discipline.