HOW Design Live is a right around the corner, and to say that we’re excited is an understatement. To give you a preview of what you’ll see in Atlanta, we’re sitting down with some of our esteemed speakers to chat about their sessions. This week, we talk with Principal, Creative Director for Hybrid Design, Dora Drimalas about the role brands have with their consumers.
TC: When you talk about brands presenting consumers with a better version of themselves, why do you think it is that people respond so positively to this?
DD: I believe people are hard wired to evolve and improve, so when brands help you see a better version of your life within reach, it is very motivating. You naturally want to move in that direction. It also connects individuals to things they already like – not to mention a built in community.
If you’re not inspiring your audience, you’re selling and no one likes being sold to. Selling sets up people at opposite sides of a transaction. You instantly have to start convincing someone to come to your side and agree to terms. You’ve spent all of your effort convincing and that feels false. Quality doesn’t need to sell itself.
TC: Considering everything that people are bombarded with on a daily basis, what do you think is most important in a brand standing out from the crowd?
DD: A unique voice, and a unique point of view. There is so much noise out there today. A brand can’t just be a better version of what already exists, they need to be different, but with a purpose. They have to be brave enough to stand out. A great creative voice and point of view can’t happen where there is fear.
