I went to a new networking group last night that a friend of mine is trying to start. It’s called the “OC Tweetup”. It’s for local people who use twitter for social networking in order that we can all get to know each other personally.
A few of us got to talking about how branding is seemingly becoming something that small businesses seem to view as a commodity. Something that should be auctioned off to the lowest bidder for service that is “good enough” because they feel they can’t afford to do it properly. Or, is it that, in a world of “I want it faster” and “I want it cheaper”, we, as a whole, have come to expect the best for very little money?
One of my colleagues suggested the next part of the lifecycle of graphic design is automated design. Where you go to a web site, answer some questions, and the computer does it for you. This sounds cool from a programming perspective. But, what about true branding by traditional, accepted processes? Could the “survey” be made to incorporate enough to understand the real target audience of the new product? Do we rely on what the new business owner thinks his customers want in a brand communication?
With many industries seeming to fall into the whirlpool-like spiral of price competition, where customer service is the first thing to be sacrificed, is it possible that the proper branding of a company or product is falling victim to the trend?
Or, is it that we just don’t expect people to pay attention for very long? So we want to create something fast, for as little money as possible, see if it takes off like a rocket and becomes the trend of the moment, make millions, and get out just as fast. And, if that doesn’t happen, at least there wasn’t a large outlay upfront on development and marketing.
It seems I see small businesses popping up all over. Whether it be a new yogurt shop, restaurant, or trendy gift shop. And, before I get a chance to go check them out, they are gone and the building is vacant.
Is this the new American Dream? Try to get rich quick, and get out quicker, but not invest anything trying? Or am I all wet?
Tags: advertising, branding, Graphic Design, Internet, Marketing, small business, Web Trends
