It’s All About Empathy
Paul O’Connor, Ziba Executive Creative Director, recently wrote in Fast Company: “It used to be that a successful brand conveyed authority and reliability (think General Motors or IBM); now it’s all about empathy.
Technology used to attract us through specs and features; today it has to enable an experience. Even our perception of what makes a product valuable has shifted, to the point where a brand-new sound system or a dress like the one on the magazine cover is actually less desirable than something with a strong story attached.”
