We live in a world that begs us to be categorized, titled and quickly labelled.
Most of us find ourselves frustrated with this. The world is too big and life is too short to rule out all the possible journey's we wish to explore. With the era of social media influence, we are pulled even further into keeping up at an impossible speed. 

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How often do the products or experiences we buy leave us wanting more?
Do they truly satisfy our pleasures very long? I would assume for most of us, no. When we do not know what is influencing us, how can we know what we spend money on will be satisfying? 

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Humans are satisfied by relationships.

The brands we are attracted to, that give us pleasure, provide trust and engage us on a deeper level are soul of the products we  find ourselves most purchasing. Coca Cola is the single best example of a brand with soul, history, memories. There are thousands of others like this. We can simplify all these influences down to how they make us feel.

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The task of marketing and creativity is to convey feelings.
We make decisions every day based on feelings, whether we recognize it or not. Analytics and rational only go so far, there is only so much time in a day. 

 

Whats the point of all this?

Creativity must appeal to our senses, but it must also engage our deepest feelings and trust in the quality.
The task of creativity in marketing is to explore the deeper psychological meanings people are searching for in a world constantly pushing for the next best thing,