Incite by Design

Caustic visions and shared thoughts on design, marketing, creativity, philanthropy, pop culture and business philosophy by Toronto design firm, Ricksticks Inc.


Ideas for the Better (for a change), Part 1

The Image is more than an idea. It is a vortex or cluster of fused ideas and is endowed with energy. ~ Ezra Pound
If the fixation with image has such a grip on the individual, can we persuade change on a societal scale by constructing an image based on desired change?

Marketers infuse product with metaphor and value to create Image - the Image convinces someone to buy.

Shifting Image from the control of familial and church/state rules, we now have greater control over self-definition. Our individuality has more weight than tradition.

In this void, marketing fills the spaces with products that help facilitate self-definition - which we crave.

My thinking is this: Rather than try to preach recycling, for example, we create an Image of recycling that is so tantalizing, individuals will want to integrate that Image. Make it sexy to drive fuel-efficient or electric cars and live in solar powered homes.

Investors could switch their focus to new forms of clean energy. With the proper reconstruction of Image, their investment would return tenfold.

This is just one small example of how change can occur on a significant level without the uncomfortable resistance associated with change. And really, is it any less ethically muddy than any other form of marketing to date?