DEATH IS A PART OF DESIGN, ITS ALL ABOUT GREAT ACTING

What is great design and how it should be placed on the stage

In the CREATION of every design, something must die for some to be BORN, an old conception must be destroyed for the foundations of the NEW to be able to TAKE HOLD. Mixing an old conception with the new is really defeating the object, what you end up with is a half-dead zombie of the old image, the old brand that refuses to die. We do know here right, that it's not the brand that refuses to die, it's the management and the owners that refuse to move on! Now, in reality, marketing a BRAND or a PRODUCT is very much like making an epic film, there has to be a damn great film plot, there has to be a good cast, enter the Brand or the Product, and there has to be a great storyline and if you get all of these ingredients right, you will have a great film on your hands.

When you are you designing a brand a brand by nature can be rather static they need a vehicle to transport them not only in the marketplace but through the minds of the captives, us, we NEED TO BE CONSTANTLY CAPTIVATED!! It's about hunting down for the prospective customers, it's about keeping these prised customers on your side and its no easy job by far! This job of keeping great, loyal customers becomes a Pop culture, there has to be great management, a great recording studio engineer, a great song written by a great singer who can PERFORM! THEN it's about the brand's ability to perform, perform, perform each time knocking the audience dead with its performance. In short, you need to be a Jimmy Hendrix at Woodstock, and believe me, very, very few Brands and Products can perform as good as this man, this GENIUS, sad really because given half the chance MOST BRANDS could.

So the question BECKONS WHY DONT BRANDS PERFORM GREAT ON STAGE. Well to answer that question you need to ask the relevant CEOs, the relevant CREATIVE MANAGEMENT TEAM, it's these people who can answer that. For me, the answer is simple, they certainly do not understand the client of today, what they want, and more importantly WHAT THEY EXPECT. And to be honest most campaign I see on TV are not half as OUTRAGEOUSLY CREATIVE as they should be and this is down to the creative process and negotiations at the sales pitch by the Ad Agency the Board members of the Brand or Product owners. Education is everything in the design process from its initial beginnings right up till when the customers switch on the TV to see your TV Ad or pick up the product from the shelf in the supermarket. So another question jumps on to the stage, why on earth does this not happen, WHY DONT WE SEE GREAT TV ADS AND GREAT CAMPAIGNS ANYMORE. Again, folks, the answer is very simple indeed. Security, people are scared of pushing THEMSELVES TOO FAR OUT on to the CREATIVE STAGE so that they can be seen, if they screw up they know that into today's job market they will go. BUT HELL isn't that why you went into business in the first place, whether that's being a CEO, the CREATIVE MANAGEMENT or an Ad Agency did you not join to COURT THE LIMELIGHT, HELL I KNOW I DID!!! Yes, Folks, SECURITY KILLS CREATIVITY, and its sad, most CEOs and CREATIVE teams could be that GENIUS, Jimmy Hendrix at Woodstock. I bet they have a few of this mans albums, and when drunk at a public party take off that tie and wrap it around their head playing Air Guitar, BUT IN THE COLD LIGHT OF DAY, are a willowing flower. So whats it to BE, be that Genius Jimmy or be the flower. Into today's market I think the character and powerful creative personality of being Jimmy will survive longer in the workplace than that flower, and hell if all else fails you can START YOUR OWN AD Agency or something simpler as I DID!

SHOUT, SCREAM, JUMP, RAP, ACT, JUMP ONTO THE STAGE AND BEGIN TO ACT.

Act 1 Scene 1

The stage for me is the Designs Arena, it's the pivotal point where all that made me cries out for performance and a dame great performance it must be indeed, or I'm just never happy. The exodus of conformity means exaggeration will jump on to the stage and steal the show, how dare design to be complacent. Design survives all acts in the play by pure virtue of never knowing its full role, never knowing any form of limitations as any imposed limitations would kill the virtues of design in its shoes cold dead. Design, Branding, always has to be dressed up to kill with an outrageous zeal that's capable of grabbing the attention of those sitting in the back rows of the theatre. They, the audience, constantly agasp at each performance. and never letting the audience to have one moment of peace.

Now at this point, there's always someone wearing a hideous wig, with a heavy pale make up complexion who jumps to the stage wearing tights and holding out a skull, peering in to now where land. They cry out, in old English ðêos [stands] hêrbeforan me, [waht] hlêoðor drêogan êow galan Who stands before me, what song do you sing!. That's somewhat Shakespearean but DRAMATICS IS EVERYTHING IN DESIGN AND BRANDING, believe me!! And even today if a Product or Brand is lousy, the public still love to throw bad fruit at those who do not give an out of this world performance. So, the moral is, whether you are a High TECH designer, or indeed an actor in tights holding a modern day skull just make sure you design and deliver the performance of a lifetime, then, and only then, will the punter always return for a repeat performance, but like I said, it had better be fantastic!! CASE CLOSED!!

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