Interview with Bill Haig at Imprint.

  • Sharebar

There is an illuminating interview with Bill Haig at Imprint, who worked with the great graphic designer Saul Bass.  He talks about branding as a way of communicating competence, creating an image of a brand that consumers can trust.  An exert from the interview, which is worth reading in full; “… the way the advertisement is presented in electronic and print media represents the source or company. Behind the message is to present creatively the company with credibility. Most advertising today is created to either identify with the receiver or to be friendly or both. “Hey, I like that company! I am going to go out and buy their product accordingly!” I like my very young grandkids too, but would not buy a computer they suggest. Remember that credibility is “expertise,” ”core competence,” and “liking”/”trustworthiness.” When ads get cutesy and overfriendly, they lose “expertise”/”core competence” in the company behind the message. Look at the friendly-only factor the next time you see a Capitol One ad, for example. Is that the kind of credit card company you want to manage your card with expertise and competence?”

, , , ,