“Don’t worry. Items will be sold!”
“The times have changed. Things rarely sell.” It’s a roar from all over the place.
Is it true?
Now, do consumers usually not open their wallets?
Masato Hosoya, the author of the book, who has been in charge of branding design for one of Japan’s leading companies such as P&G, Ajinomoto, and Otsuka Pharmaceutical, says, “It is half right and half wrong.”
They say that it is an era that does not sell simply by designing things.
It will be solve as much as possible if you approach it in a different way.
The measure he proposes is a “brand story.” Brand story, at first glance, is neither new nor special concept.
Readers who expect a great solution may feel bland.
Captivated not only related industries but also general readers and visited Korean readers across the sea.
It is time to listen to the new story told by the author, who has firm stubbornness and deep affection for the brand.
The brand story creates a good design.
The brand story shines right at this point.
Now, living people want to find meaning in their consumption activities.
It requires more knowledge and in-depth experience.
Therefore, companies have come to a point where they have to think about “how to make them buy again next time,” breaking away from the idea of “just being sold.”
Customers are more sensitive than the creator thinks to catch the context in the design.
Read the hidden story in the invisible place and take time to check if it fits your life and values. Therefore, immediate impulse purchases should not be induced.
It is important to slowly penetrate into the experiences and emotions of life and acquire them as a “fan of the brand itself.”
This is why all companies need to have a brand story.