I went for a walk around my neighbourhood today. Just a mundane, time-killing Sunday stroll in-between today’s thunderstorms.
But I noticed things today I hadn’t seen before. I mean, I probably have previously seen the sculpture above the gallery; the juxtaposition of the decrepit 1960’s tenement buildings against the futuristic sky-rises; or the old, faded Curios Court sign above the new Gourmet Burger Union shop. I’d just never actually taken any notice of them until now.
But why would anyone if you weren’t actively seeking to find anything out of the ordinary?
Only by being exploring and being curious about the things I’d normally wouldn’t pay any attention to did I notice anything interesting or thought-provoking.
This seems true of planning also. As planners, it’s our job to find something different about the brand, or to look at it from a different perspective to everyone else, to try to make the brand more apparent, tangible and palpable. In other words, to rescue it from a fate worse than being unpopular: being unnoticed.
Most brands happily fade into the background. But disguised by the camouflage of everyday life, we can’t expect people to go out of their way to take any notice. There are frankly more important things to be getting on with.
So only by exploring; being curious; looking for alternative view-points; noticing the extraordinary in the ordinary, can planners and creatives ever possibly hope for people to take any notice of brands that would normally pass them by.