Understanding impermanence is the twin sister of understanding art. All art, as we’ve seen, brings something new into the world, but that newness can’t remain, or there would be no room for more art. Newness fades. ~ Seth Godin
Brands create campaigns to illuminate newness. Oftentimes, for products or services that have been around for a long time, encouraging us to invest in the latest iteration of the newest version. Like the iPad Air. Sometimes, to drive awareness for new products. Like Nest Protect.
Regardless of original newness, making people aware remains the top priority for campaigns. There’s an expectation for us to act. Try, buy, tweet, download or whatever – we’re expected to do something for a specific period of time. Then, the campaign comes to an end without any sense of permanence.
Modern marketers avoid campaign impermanence by encouraging brands to act first. She appreciates and respects the art of brand action and values equity over short-term gain. By taking this approach, he lessens the importance of product or service newness and refocuses our attention on how our values overlap with what the brand is doing. While a brand that proves its purpose by taking action may not mean eternal newness, it certainly increases its artistic ability.