The times might be changing, but that doesn't mean brands new to. When legacy brands launch a new image, it can be met with backlash and questions around what where they thinking. At the same time, times do change and brands often need to keep up with those shifts. It can be a tough balancing act as seen in episodes like Jaguar and Cracker Barrel. On this episode of Experience by Design, we welcome Matt Powell, Creative Director of Great State. Matt and Great State have worked with many legacy brands (and newer brands) to rethink traditional approaches and retain core features of brand trust. We talk a lot about how the ways that you breed brand loyalty has changed because media consumption has changed. Social media means that agencies and clients need to be fluid and fluent when thinking about changes. Additionally, younger generations create unique challenges and opportunities as consumers and creators of this content. We also explore the importance of creating integrated experiences, tying customer, user, digital, and brand experiences together. Finally we talk about the importance of sustainability in web design.
I think I am being honest when I say that I have never eaten at a Cracker Barrel. I may have once or twice in my life, but I honestly don’t remember. This is not out of any ideological reason or intentional decision. It just never happened. Never seemed like a place I would want to go when passing by. Given that there are four Cracker Barrel’s in Massachusetts, it is hardly an option. I don’t think I’m missing out on it, but you can tell me if I am wrong. I’m not that interested in “southern comfort food,”
I had to look up what is a “cracker barrel”. Apparently it was used to ship actual crackers, and then would be an object used for people to socialize around and use like a table, as is depicted in the logo which generated such backlash when it changed. All the crackers I ever got were in boxes, I never sat around a barrel to socialize, and I never lived in the southern parts of the United States. Thus, the whole Cracker Barrel brand controversy was something I had no real attachment to, nor knew much about.
It was interesting to see this change not just evoking feelings of the brand, but also of a sense of cultural change and loss of power. Part of this is due to the larger cultural climate in the United States. Another part of it is how brands can become connected to culture, and in a very real sense become representations of it in our contemporary lives and memories.
Today’s guest on Experience by Design knows something about working with legacy brands, and the responsibility that comes with it. Matt Powell, Creative Director at Great State, like many of our guests started out in art education by getting a degree in Graphic Information Design. He explains that graphic information design is all about getting messages across to your audiences. His career involves working with clients who are seeking to build trust with and bridges to their audiences. As he notes, agencies serve a purpose as an exchange point between brands and audiences, helping clients find pathways to communicate effectively.
Matt has worked with iconic brands like the British Royal Navy, well known names in higher education, industry, and finance. This creates a lot of responsibility to hold onto what these brands historically mean, along with creating messages that speak to new audiences.
In our conversation, we talk a lot about how the ways that you breed brand loyalty has changed because media consumption has changed. Social media means that agencies and clients need to be fluid and fluent when thinking about changes. Additionally, younger generations create unique challenges and opportunities as consumers and creators of this content. We also explore the importance of creating integrated experiences, tying customer, user, digital, and brand experiences together.
Finally we talk about the importance of sustainability in web design. Despite all the changes taking place in the media landscape, it still comes down to communicating with people and the key requirement of keeping our eyes on base human needs and requirements. When using tools like artificial intelligence, we need to remember that loyalty is built on authenticity and believability, especially when representing brands that have deep cultural meaning.
Matt Powell LinkedIn: https://www.linkedin.com/in/observatron/
Great State: https://www.greatstate.co/