People buy meaning not product

A little while ago I was talking to the Marketing Director of one of the leading consumer goods companies here in Europe and we began talking around his question “where does design fit in innovation and consumer goods?”

I started this with posing the premise back “What do things really mean?”  For example we need to have a clear vision of what good food means to us. We need to seek out and define a new meaning through, perhaps, design. So the question then became “how do you give meaning to things?” We innovate by making sense of these things- “People don’t buy product they buy meaning” Continue reading