I think the idea then needs to impact on the internal culture of the organisation.It should impact on the way you communicate, it should impact on the way you think about your products, and it should impact on the way you think about your environments.It has to inspire people internally to do what feels right and good for the company. The exciting world of Bamboo needs to be real to the person using it and that you don’t get a kind of disconnect to say ‘But actually it’s not what it says on the tin!Equally it has to be true for the people using it, to feel that it wasn’t just marketing and that they deliver on the promise. ’And I think what’s good about the Wacom product is that I think it’s always delivered on its promise.Brands have to be simple for people to get it, and it has to be true.It has to be true in a sense that it needs to inspire real actions.So in the process of unearthing the requirements and hidden knowledge, delving deep into Wacom as an organisation and its various components – what was that journey like for you?
I’m just so fascinated by how people in Japan like whimsical, silly things that often mocks life.
So I think that when it comes down to partnerships, and partnerships actually not delivering for you, it’s even more important therefore that you have a brand that’s rooted in meaning and philosophy that people understand and really like to engage with.
That’s why I think it’s important to build a brand holistically, to think in terms of its values and its meaning, and that you build a strong relationship with your customers, and so they stick with you.
So in a way it’s not like the Apple symbol, and I wasn’t trying to create a smart looking ‘swoosh’ but something jarring, breaking through and looking a bit like a human being saying ‘Wow it’s an amazing day! So I wanted something that had a certain raw energy that could live in different worlds.
I think that this brand has to live in different worlds, whether it’s sci-fi or painted worlds, or the world of just writing love letters, or the world of enjoying different kinds of experiences.