the art of the brand

A Question about Advertising Week
September 27th, 2007

AdAge magazine, which has quoted a couple of my opinions about the art of the brand is running a wonderful series of features online about the importance of advertising week.

One of the thoughts that needds to be considered here is that adweek is great idea but the name needs to be changed.

For years I have used the term “information arts” to describe the totality of tools and methods for bringing a market’s attention to the possibility of “value”–another word that needs be retired until people can remember what it means.

In health care over 20 years ago it was relaised that the medical transcriptionist and the brain surgeon were actually both in the same line of work–”allied health”. The woman who checks cymk against hex code and ink recipes and the pre-conceptual designer who goes deep into his mind to find a new way to represent the value of information to someone buying toothpaste, or learning how to survive as a soldier in war are both engaged in the same art…information art.

Value creation is a whole ‘nother area.

But the art of the brand is in creating and maintaining recognition of value, and in our opinion at bridge solution is an honourable activity when done by honourable people.