INFORMATION IS KEY.

29.01.2019

INFOMATION IS KEY.
COMMUNICATION IS OPENING THE DOOR

POSTED BY NDUMISO BUTHELEZI

Information is key. Communication is opening the door. In the months that I have been at my new occupation I have been surrounded by vast amounts of information to consume and , in turn, adapt for the purpose of doing what advertisers do; Make you want things you don't need.

Information is key. Communication is opening the door. In the months that I have been at my new occupation I have been surrounded by vast amounts of information to consume and , in turn, adapt for the purpose of doing what advertisers do; Make you want things you don't need.

As of late though, in my journey to make people want what they don't need, I seem to have come to one big realisation. There is too much information and not enough communication.
Between the growing local digital landscape and the moving away from (really) traditional mediums of communication, advertising and branding has become much the same as design.
How one may ask?
Well if you look at the basic definition of design, once can say that design is form with function. In this notion, I think, is the new wave of branding and marketing. The ability to take information (form) and gear it towards communicating with as opposed to overloading consumers with your message (Function).
Channels of communication (especially when it comes to the latest digital fad) have become empty vessels of bells and whistles that seem to forget about the core function of their purpose which is to...COMMUNICATE.
"Facebook,Twitter, Banners, GDN yea, all that stuff, put it in and lets be everywhere”. That pretty much seems like the voice of every brand/client in every status meeting. It is not common to find a place where we rely on real insights to bring about a key message that has specific channels to force consumers to engage.
Now, I know I'm generalising so there really is no need for people to start a war against the uniformed opinion of a creative trapped in a logical minds body but having said that, when we really take a second to stop and take cognisance of what we are consuming one must ask "What am I actually getting value out of?"
If brands begin to ask this question, I feel that products will improve, brands will get their acts together, brand characteristics will have a better message and above and beyond all the jargon and big words, brands will finally be able to communicate again.
Because we have a thousand brands for every product, getting people to engage with your brand is not only key, it is the only way for people to understand you. And in an age of retweets, memes and quotes, it is pretty clear that all people want is to be understood and heard.
So brands and agencies, communicate and don't just inform. We can get information ourselves. We have that thing called the internet for that.
Information is key. Communication is opening the door.

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