Monday, 18 October 2010

1 + Co-Creation Does Not = Innovation

I don't think I'm a design snob. In fact, I think there have been many brilliant co-created programs over the years. Listening to customer feedback, including customers into the design process in one form or another can yield brilliant results.

But when I read this post on Forrester I have to admit I cringed a bit. Do we really think that having contests for new logos will lead to a better end result?

We might all hate the fact that Apple could care less what their customers think (except after extreme pressure over time) but they are poised to become the largest public company in the world. If they co-created their logo or their products with their customers would the results have been the same?

Whether you buy into co-creation or not (again examples of success on both sides) if you lack vision it won't matter. And that's the problem with using GAP as the example of company that could have seen success if they had just included their customers into the process. The new logo is only a symptom of a larger issue within the company. They didn't need a better communication strategy they needed to look at their brand DNA from the inside out.

The real lesson here is that replacing innovation with co-creation will only yield middle gray results and that just isn't good enough anymore.

Friday, 8 October 2010

I heart/hate You Online

It was a good week for users as they took their love and their hate to the streets.

Firstly, there was the entire GAP Brand fiasco where we saw the cynical marketing types (such as myself) mock the laughable new logo by GAP. And while some might be cynical about the twitterati, those of us who work in design take it pretty personally when we see a large Brand pay a lot of money for something that looked like it was designed as part of a student project. (I would say the only logo that comes even close to as bad was the Toronto Unlimited Logo which still sadly hasn't gone away).

But the news isn't all bad. Users (myself included) of the service Xmarks not only took the Web but took to their pocket books rather than letting the link synch service die a painful death.

It's an important lesson to remember. There is no greater motivation than our passions. If we love you or we hate you, we will shout that out to everyone we know. Tapping into that, is like tapping into either a pile of crap or a pot of gold.

And for fun, I'll leave you with the singing and ukulele playing sensation of Rocky and Balls - I heart you online.

Real Time Web Analytics