Full disclosure – I’m a brand research executive and skilled in what is sometimes called “empathetic listening.” This means I’m an inveterate people watcher, instinctively put myself in others’ shoes and strive to figure out what makes people tick.
I’ve been reading up on trends in UX and brand design recently and find that an empathetic approach is highly prized at agencies as various as IDEO, frog design, Landor, and BBDO. Empathy is considered an essential component in up-front evaluation of user needs and, as well, is often leveraged in creative strategy and execution. Consider P&G’s amazing new campaign for the 2012 Olympic sponsorship, “road to glory”, that recognizes the role played by moms in supporting their young athletes. In this work:
- Empathetic listening drives insights that fuel creative/design strategy
- Empathetic messaging is at the center of the executional elements celebrating the games’ unsung heroes…moms
To check out the campaign click here. And look below to see another amazing example of empathetic listening driving empathetic creative – part of a pro-bono campaign by BBDO for the Ad Council.
Moral of the story – empathy opens doors to human understanding and is an irresistible force that breaks down barriers and brings people together.
Here’s a surprising fact. At some point between the 1970s and the 1990s, the venerable AT&T brand reputation transitioned among certain audiences from “Ma Bell”… to “
Guerrilla marketing is not new. But it remains an incredibly effective way to captivate consumers.
I have long thought that logos serve a dual function.
I’m not talking about Stevie Wonder here. I’m asking you to think about that very private, quiet, creative place in your mind where you go to imagine things – memories, mental geography, story lines, loved ones – the place you go to reflect on things when eyes are closed.
Ulterior Concepts 