While there is a lot of talk and hype in marketing around marketing technology and what it enables, not putting the brand and message first can result in a diluted voice and a weakened brand. “The heart and soul of your brand can be lost,” according to Jon Brooks, Creative Director at Wilson Advertising. “Marketing technology is not a replacement for design, but rather an enabler for creative problem solving.”
“The media isn’t the message anymore. The experience is the message that ignites the media,” says Jon.
To that end, creative and design are tools for transformation and creating that differentiated experience. Consider brands like Uber, and how intertwined the business idea and the design of the user interface are to the overall experience.
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