The notion that calculated messaging can create emotional ties to your brand is outdated, according to Kip Voytek, SVP of communications and experience planning at Rapp Collins Worldwide. He argues in favor of showcasing product utility. Voytek, who will speak at the Boards Presents Boulder Digital Works Digital Bootcamp in San Francisco, wrote about the importance of utility in advertising in a recent article on Boardsmag.com.
Boulder Digital Works
Two weeks ago, I was in Toronto at the Berkeley Church Field House for Boulder Digital Works (BDW). Joined by 47 other people, I was going back to school for what was dubbed as a two-day intensive “Digital Bootcamp.”