In the world of travel brochure production, the current train of thought and the future appears to be in driving customers on online. The holy grail. However as we all know, the reality is more like the Sunday papers – people still like to feel, touch and peruse at their leisure. It will be a brave client who puts their toe into the ‘NO brochures for us this year’ market, especially while the travel agent still performs such an important role in the buying process. The question our clients at Positive By Design always ask is ‘Can we have better, faster, cheaper?’ And that is the challenge design agencies like PBD have to face when it comes to design, print and production.
Seth Godin is a twenty first century marketing prophet and a very entertaining one to boot but there comes a time to question the received wisdom. All too often, and this is something we’ve all been guilty of, we read a new marketing book, we fall in love with a concept, an idea, a way of looking at our world and we determine to change the way we do business ourselves. But without wanting to be too cynical about this, we need to read these books with a more questioning eye. We need to say“Hey Seth, hold on a minute…but I don’t think that’s right”.Now, believe me when I say we’re not necessarily right either, we’re just not swallowing the wisdom of the Gods at face value.