A few of us went.
1 – there is a big difference between ‘commercial innovation’ and ‘consumer innovation’.
this event was about the commercial side of innovation. Make things quicker and better for the business not the consumer.
which brings me onto number 2.
2. spot the difference.
one stand featured a beautiful bottle of whisky. another stand featured the same bottle of whisky.
the first stand had repositioned the brand, designed the bottle, the graphics, glassware and outer packaging.
the other stand had printed the label and made the box.
that’s surely the risk the agency takes exhibiting at an event like this.
there were only a handful of ‘design agencies’ there. They all looked like the printers, the manufacturers and the suppliers.
Bits of packaging, leaflets and business cards – just part of, another stand, nothing different,
part of the blur.
A missed opportunity?