One’s View of Things

I recently rediscovered William Kentridge’s video Return, and it reminded me of the importance of how we look at things, how we perceive the world around us. As marketing specialists, as designers, as communicators, it is always our objective to reach our audiences in a clear, objective and thoughtful manner. But from what perspective should we be delivering an organization’s (brand) message? Marketing and branding pursuits can often become too literal, too obvious, leaving little room for imagination or individual discovery. The truly successful marketing/branding campaigns are one’s that provide new context and fresh perspectives that arouse the intended viewer’s emotions, connecting them to what they “feel,” instead of what they’ve been told.  My hat goes off to Mr. Kentridge and his unique perspective on art, life, and the unexpected.