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Nov 03, 2017

Creative Coupling: Why design and desire need to be life partners by Jonathan Ford

About this video


As humans living in an age of experience, we want it all but are crippled by choice. We seek safety in continuity but crave the novelty of the unknown; we demand full transparency but expect to be surprised. Jonathan stakes a provocative claim: just as social media and online dating have compromised mystery in love, the pressure to be the consumers' friend has eliminated the magic of reveal for brands. Drawing striking parallels between the dynamics of human and brand relationships, Jonathan discusses why today shifting landscape requires brands to change their focus from love to desire and how they can use design to create, update and reinvent desire and create success.