#WBFMAD

Oscar di Montigny started his talk at 3:30 PM by posing the question: What are you? An Optimist, or perhaps rather a realist? A pessimist, maybe a realist or would you prefer to think of yourself as a hero? He then used the idea of a hero to explain the most important positions in major companies, in which a hero is the individual who is able to discuss ideas, the normal person will discuss events and, fnally, he considered the non-intelligent people to be those who argue with people.

The subsequent section of his talk concerned ones beliefs. For several themes he provided different options to choose from: do we believe in the different governments? Having in mind the wars is difficult to believe in them. Maybe the religions? In one of the thousand religions in the world? and even different sexual orientations (he added that next to gay, lesbian or transgender there actually are 20 more).

Di Montigny stated that in the upcoming years the world will undergo one of the biggest changes ever.  However, mass migration, environmental and technological changes all become insignificant when comparing them to the change that will consequently take place in the people. Instead of being afraid of a future in which technology will take in a ever more prominent position in our lives, we have to embrace this inevitability rather than to fight it. For the only thing standing in the way of its realisation is ourselves. We cannot be afraid of the future, because we are going to live in in, the problem is that we are the solution.

Additionally, di Montigny stressed that the speed of progress becomes irrelevant in case one is running in the wrong direction. For the next generations, the ethical behaviour and personal values we are creating now will be their basis behaviour. Sustainability will be a crucial value that the hero should hold in high regard. Several recent examples would be the creation of CocaCola Life, the green CocaCola without sugar: the new healthy-like corporative identity of McDonald’s, where everything is made with wood and painted in dark green; or even the renewed image of the Pope, placing aside the gold throne to use an “IKEA” one; everyone wants to be sustainable.

Furthermore, the hero is supposed to know was much about his clients as possible. Even though people will perhaps forget about the hero himself, they will remember what he made them feel. Take a look at the next diagram:

As every individual wants to be part of a group, a phenomenon explained in the diagram “Love-Respect”, and the hero should be able to anticipate this. The CocaCola campaign in which names were printed on their bottles and cans is a good illustration, “we are universal, for each of you”

In addition, di Montigny stated that one will never be able to sell a product if the person does not really need it, unless the person needs it psychologically. As designers, engineers and employers we have the job to create the most vital thing: the gratitude of the consumer, least the acknowledgement of a benefit. The best propaganda comes from the clients themselves, by showing an aggressive attitude towards other brands they generate new images of the product. They can either stimulate or discourage others to buy a certain product.

It is for this reason that we have to be close to the public. We have to be public, the market of tomorrow sells transparency.

As every individual wants to be part of a group, a phenomenon explained in the diagram “Love-Respect”, and the hero should be able to anticipate this. The CocaCola campaign in which names were printed on their bottles and cans is a good illustration, “we are universal, for each of you”

In addition, di Montigny stated that one will never be able to sell a product if the person does not really need it, unless the person needs it psychologically. As designers, engineers and employers we have the job to create the most vital thing: the gratitude of the consumer, least the acknowledgement of a benefit. The best propaganda comes from the clients themselves, by showing an aggressive attitude towards other brands they generate new images of the product. They can either stimulate or discourage others to buy a certain product.

It is for this reason that we have to be close to the public. We have to be public, the market of tomorrow sells transparency.

PS:

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