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Determinant 7
Curiosity:
Looking Under the Rock
From Chambers Concise Dictionary:
Curiosity: anxious to learn; inquisitive; singular;
rare; odd
7
Truvia is a natural sweetener made from the stevia plant. The
brand design reflects the natural ingredients. (Design: Paula Scher,
Pentagram; Photo: Jessica Walsh)
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Go Logo! A Handbook to the Art of Global Branding142
S
uccessful creatives are curious souls. Brand warriors have a desire to figure out
what things really work and why, in different markets and in different countries.
All the innate creativity in the world isn’t enough.
Even with an array of new communication tools, successful brand warriors stick
to the basics and ferret out the psychological needs potential customers have in
common, despite obvious cultural differences. By digging deeper, into “what lies beneath”
(see chapter 5) in the minds of a target audience, the curious creative warrior can find the
hidden connection to the consumer that has thus far eluded the brand’s stewards. But when
this happens, be careful. Without a ton of collaborating data, this new “big idea” might not
be received with universal acclaim on the client side.
Thinking differently is what you get paid for,
and standing up for what you believe is a
good criterion, if you aspire to be innovative
and promote daring ideas to clients. In joust-
ing with the absolute power of clients, you
must accept that sometimes you win, and
sometimes you lose—but mostly you com-
promise. It’s always worth battling when you
are convinced that a proposed, well-thought-
out strategy, backed by an innovative, cre-
ative idea, will do the best job of stimulating
the curiosity of the target audience, whose
attention the clients are trying to attract.
Human curiosity has fueled virtually all of
the world’s great discoveries, led to the
greatest inventions, and prompted our
greatest cultural achievements. And man’s
spiritual curiosity is, I cautiously suggest, the
sustaining appeal of our most enduring soci-
etal persuasion brands. The great majority of
commercial persuasion brands also depend,
to some degree, on the innate curiosity of
the consumer. New products introduced
under the banner of a new brand, and sup-
ported by advertising and promotion, focus
on stimulating the curiosity of the consumer
and sparking sufficient interest to motivate
the sale. Therefore, making the consumer
aware of the new benefits of a new model
of car, camera, or can of soup, and then
motivating them to buy, is a high priority. In
many categories, the designer’s first creative
task is to design the kind of packaging that
will first arouse the consumer’s curiosity,
then to stimulate interest, and finally to
motivate purchase. When retail outlets allow
marketers to place promotion or merchan-
dising materials, the brand warrior must pull
out all the creative stops and spark the con-
sumers’ curiosity long enough for them to
consider the brand’s persuasion argument.
New products, even those that are logical
brand extensions, require a lot of persua-
sive selling to be accepted by the consumer,
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143Twelve Key Determinants to Creating Successful Brands
RIGHT: Logo for a new wine bar called Vino Téque (Design: Evenson
Design Group)
BELOW: This famous Asian beer brand was redesigned for introduction
into new venues and new packaging formats. (Design: DesignBridge)
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