Never stop obsessing about crafting brand, design and advertising: D&AD Festival
Each year hundreds (if not thousands) of brand designers, writers, artists, animators, directors, publishers, copy-writers, art directors, marketeers, product designers and fans descend for the annual D&AD Festival. A festival touted as “a creative spectacular celebrating the world’s best design and advertising”.
I was so happy to attend the festival this year to be inspired, meet so many talented creatives and be part of the whole scene, Days filled with Talks and Events for the industry leaders across the globe,
My personal highlights of the day:
How has branding evolved through the decades?
Branding used to be a lot simpler. Back in the day, it was just about creating a catchy logo and some flashy ads (think “applied art”). The 70s were all about visual identity – a cool logo to slap on everything. Then the 90s brought brand design – a more defined aesthetic.
But surprise, surprise, things have changed! We’re past the static logo game. Now it’s about crafting entire brand worlds.
Think of immersive experiences that encompass everything your brand represents. It’s a whole new ball game considering the cultural explosion since the 70s. The key takeaway from Collins’ talk? Brands need to adapt to survive.
They need to build these all-encompassing brand worlds to stay relevant, making people feel like they’re part of a specific cultural tribe. The future of branding? Forget fluff. It’s about understanding your customers’ deepest desires, delivering authentic experiences, and being agile enough to keep up with the ever-shifting cultural landscape.
This shift reflects the vast cultural landscape that didn’t exist in the 1970s. Collins’ talk reminds us that to stay relevant, brands must evolve and create these comprehensive brand worlds, fostering a sense of cultural membership with their audience.
“Looking ahead, successful branding will require a deep understanding of customer values, a focus on creating authentic experiences across all touchpoints, and the agility to adapt to a constantly evolving cultural landscape.”
It's more important now than ever to create distinctive brands
We’re often saturated in a sea of forgettable experiences – logos that have no impact or memorability, taglines that are so dull, and interactions so bland you question if you blinked and missed them entirely. I ask myself how are we making memories and forming last connections?We need brands that take customers on a journey, that are full of emotion and leave us craving more. Think: bold visuals that stop the scroll, stories that spark the imagination, and experiences that feel like an unforgettable adventure.
People don’t just buy products. They connect with brands that speak their language, that make them feel something. This is where distinctive branding becomes our secret weapon. It cuts through the noise and makes our brand the one they remember, the one they tell their friends about, the one they become die-hard fans of.
You can think about the brands that connected with you. For me, Coca-Cola wasn’t just about the distinctive branding and taste, but about how the brand made me feel beyond just the taste. When I first watched the TV ad back in the 1970s, “I’d Like to Teach the World to Sing,” it resonated with me on a deeper level then and still does!
Let’s create brands that are unique and unforgettable. Differentiation is the game changer, the ones that become top-of-mind when it comes to shopping.
What is fandom? The rational vs irrational side of you
It was interesting to hear the amazing global panel discussion about unlocking the power of fandoms in branding was fascinating. But it got me thinking – what exactly is a fandom? Is it just blind brand loyalty, a purely rational decision-making process? Absolutely not. It delves deeper, tapping into the irrational side of us.
Our Love of brands with deeper connections, When Oana mentioned the iconic “Coke moment” commercials, those commercials that have become ingrained in our collective memory. However, when I tried to think of my personal “Coke moment,” it wasn’t a specific ad that came to mind. Instead, a wave of memories washed over me – moments of shared laughter with my friends and family.
Jordan’s point about sports fandom perfectly exemplifies this. It’s not just about watching a Kansas City game; it’s about the emotional connection. It’s the memory of going with your dad to a game, the bonding experience of choosing your favourite team as a kid. Those ties are far deeper than simply analysing a sports team’s statistics.
Fandoms are about passion. They’re about connecting with a brand or team on a gut level, where emotions trump logic. It’s that feeling of belonging to something bigger, something that transcends rationality. It’s about celebrating shared experiences and creating new ones, all fueled by a deep love for the brand or team.
This “irrational” side of fandom is what makes it such a powerful tool for brands. It fosters fierce loyalty, drives organic word-of-mouth marketing, and creates a community of passionate advocates.
The importance of our creative community
Just being there, absorbed by the biggest talent in the world – that’s what excites me about this festival. The days are filled with talks and events featuring industry leaders from across the globe. It’s a chance to learn about emerging trends in the design and advertising world, and to meet and see the most talented creatives showcasing their award-winning work.
The festival was an opportunity for me to recognise, celebrate, and learn about how the uniquely human quality of creativity can help industries and businesses innovate and grow in the face of disruption.
I thought I would remind myself of this great genius:
“Overall, because branding is about creating and sustaining trust it means delivering on promises. The best and most successful brands are completely coherent. Every aspect of what they do and what they are reinforces everything else.”
Wally Olins
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