From the course: Learning Cultural Strategy for Design
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Tension
- So now that we've gone through the 4 C's, we want to look at the relationship between our consumer insights and our cultural insights. It's the tension between the two of them that will give us an interesting territory that we can own. Because tension earns attention, we find that tension when we juxtapose what is with what could be. When judging tension, there's four key criteria we use to judge it. First, is it creatively interesting? What is the conversation that we want to have? And will it be interesting enough to come up with ideas along those lines? Second, is it enduring enough? Will the topic be relevant in the next three to five years, or even longer? Third, we have to ask ourselves, is it even right for the brand? And is it the topic that's true to the heritage of the brand that we're evaluating? And last but not least, is it true to the audience? If the insight and the tension that we're coming up with isn't true to the audience, we'll have to ask ourselves, is it an…
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