Opus Creative

No One Cares About Your Services

Think about the lost hours you have spent marketing your services and their features on social media. Has it brought brought in many leads? Be honest.

The majority of people use social media as a form of escapism. They want content that entertains, educates or illicits an emotional response.

I recently watched 'BECKHAM' on Netflix on the recommendation of two female friends who don't have any interest in football, but they loved the documentary. After watching 'BECKHAM', I understood why they liked it so much. The filmmaker focused on storylines instead of football. They injected humour, suspense and drama to draw the viewer in. You didn't have to be a fan of sport to be invested in the story. It was accessible.

Your brand is no different. Like Beckham, your brand has a story, a supporting cast of colleagues and clients. You have personality, aspirations and beliefs. You have adversities to overcome and insights to share. These ingredients make you unique and illicit interest - not a list of services that people can find on Google without any emotional connection!

Do you think that service based content is the right way to build a brand?

Ray Hurley,
CD, Opus Creative

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Johnson & Johnson Rebrand

Having worked with Johnson & Johnson in the past with Opus Creative , I’m shocked to see that they have rebranded.

The J&J brand identity is 135 years old. The design was based off of the founders cursive signature. It is an iconic design that is recognised globally and in my opinion they did not need to drastically change.

Why they Rebranded?

1. Functionally, they think cursive writing is on the way out and they need the name to be legible to future generations.

2. They are worried how the logo mark sits on mobile screens for spacing & legibility.

3. They’re following the tech and fashion trend of having a Sans Serif as the prodiminant typeface.

4. They’re restructuring their business to focus more on healthcare uniting both pharma and medtech.

My Opinion:

From a design perspective this has the finger prints of “a data driven process” all over it. They have been influenced by the UX (user-experience) mobile platforms data, at the tech world’s trend of using cleaner sans-serif tyfaces and J&J have succumbed to group think.

This trend kills individual design identity and ensures the design we are surrounded by daily is dull and indistinguishable. Imagine going to a comedy festival and every joke is a variation of one topic. Each comedian is dressed the same and they shape their public persona to be the same as the act that follows.

Does everything have to be bland?

Brands like people have personalities. J&J is an older personality that is trusted by generations. Imagine Santa ditched the boots, coat and big white beard for a tuxedo, clean shave and a chiselled six pack. Would Christmas still be as magical to you?

Be Unique

Brands need to be unique and celebrate why they are unique. If your brand looks like everyone elses, then why should people expect any different from your products or services!

&Johnson