Creating authentic contemporary brands.
Nobody wants to be average. The word itself comes with a flat sense of embarrassed disappointment. Who wants to watch an ‘average’ film, eat an ‘average’ lunch, or have an ‘average’ experience. We have been shown that the alternative is to seek that which is exceptional, and with this comes the desire for a self-image that is exceptional too. Only then will we achieve the recognition we deserve and the status that goes with it.
No pressure! As we make these choices as consumers, the traditional role of the brands we choose has become elevated – not only to look ‘cool’ but to convey a higher aspiration and fulfil our imagined destiny.
Social media continues to reinforce this view, and our brains, societies and smartphones are hardwired to direct us away from the pursuit of simple happiness and toward the pursuit of status.
The inter-covid world is however revealing a different perspective, and one which contemporary brands must consider. The social context is clear. To quote the philosopher Alain de Botton, recently speaking on the nature of success: “never before in history have expectations been so high about what human beings can achieve in their lifespan.”
We are constantly pressured to develop ‘side hustles’, and to cultivate the artists, billionaires, tiger mothers or obsessive organisers that lie within us. No surprise that anxiety and mental health are hot topics of conversation and concern.
As brand owners and creators, we are challenged to find another path.
Our experience is that a gentler philosophy of success, founded on our authentic desires, can be reframed as the pursuit of simple happiness rather than status. An example is the work we led for Tourism New Zealand, some years back, that resulted in the game-changing and award-winning 100% Pure New Zealand brand. Looking back all the signs were there. Our strategy was based on consumer insights about a shift from ‘outer’ to ‘inner’ focus, and the happiness that space, peace, and reflective experiences can bring.
If we can calm our need to be ‘exceptional’ as consumers and humans, we might just find what is worth doing and being instead.
Brands that recognise and support our ability to be authentic will become part of a life experience that may be ‘average’ but will certainly be more fulfilling, and they will deserve our loyalty.
