Grey Matters Podcast Episode 4 – Ethics, Aesthetics, and Functionality
I am proud to present the forth episode of the Grey Matters podcast. On the show, we explore the grey areas of strategy and design, and how it relates to brands in sectors from agriculture to beauty, to fashion, to food and beverage, and everything in between.
Each episode will be hosted by myself and advertising industry veteran Scott Wallace. Joining us in other episodes down the line will be a variety of industry experts, thought leaders, designers, and strategists, all sharing their experience, expertise and grey matter for your learnings.
Joining us in this episode is special guest Dr. Paul Winton from Temple Capital Investments. We’ve had the pleasure of collaborating with Dr. Paul in strategic work we have been undertaking recently. He helps private equity firms and corporates make investment decisions during times of market disruption. Over the last two years, he has been exploring the consequences of climate change and the changes it will bring. Also featured in this episode will be a member of our very own strategy team, Brya Taylor. She will be sharing some research and findings about how beauty and functionality may indeed be two sides of the same coin.
Today on the Grey Matters podcast, Scott and I discuss Ethics, Aesthetics, and Functionality, and how these three crucial components create a total brand experience. We’ll be shouting out some trailblazing New Zealand brands who are nailing these remarkably well, garnering national and international attention and acclaim, and talking about the lessons we can all learn from their successes.
Listen here, or find us on Spotify.
Episode 4 Summary
In episode 4, we explore how ethics, aesthetics and functionality interact with each other to create the experience of a brand.
Good businesses do two out of three of these well. To elevate your offering, every aspect of your service, product, supply chain, messaging, and visual identity must be carefully considered, and thoughtfully designed.
How does your brand perform in terms of:
Ethics
Is your product sustainable?
Is your supply chain equitable for every producer, supplier, and manufacturer involved?
Do you have any certification to verify the truth behind your messages around sustainability?
Aesthetics
Does your product look and feel beautiful?
What kind of reaction—emotional, instinctual, visceral—does your product elicit from your customers?
How does your product compare to competitors in the market?
Functionality
Does your product excel in the category?
How do the materials, design or manufacturing process contribute to this?
Is your product or service intuitive?
Does it require a lot of explanation?
How can the ethics and aesthetics behind your product contribute to your products’ functionality?