8 Reasons Why ‘Appearance’ Is Everything For Brands

Modern marketing has lost its way. In recent years, the spotlight has focused on which new tools and technologies will yield business success. Executives are scrambling to find the latest automation software that will solve all their problems and deliver sales. Michael Karg, CEO of Razorfish, contends that intelligence, rather than image will shape the future of marketing. We would argue that the collection of data and technology makes a business more efficient, but doesn t necessarily make the brand more likable to consumers and prospective clients. Data gathering is a tactic, not a strategy. Strategically, businesses still need to be asking themselves, How does our image align with our core competencies and values? What do our customers expect to see from us? How can we convey professionalism through design? Aesthetic considerations and web copy wording used to be the primary focus, but is now overlooked in pursuit of analytics, tech solutions and automation. Looks are just one
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