Convergence Theory – Part 2

In my last post I began to talk about convergence theory and successful brands.

My thought was that most successful contemporary marketers understand that the mass-market tools for building big crowds, and perfected throughout the 20th century, no longer apply. They understand that the brands that can best identify with convergent individuals, then bring them together into crowds, stand the best chance of being today’s winners.

There is an interesting piece that builds on this idea at fast company design online, as part of the IDEO patterns series. It talks about six communities that have developed as the result of “powerful individualism”. Sure sounds like classic convergence theory to me.

None of these are package design programs or the result of consumer product efforts, but can smart marketers be far behind?

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About Richard Shear

designer, husband, teacher, blogger, father, athlete, author, historian Richard has over 25 years of brand identity and package design experience, with a wide range of clients such as Ahold, Coca-Cola, Hasbro, IBM, Johnson & Johnson, Pernod Ricard and Procter & Gamble. He began his career working with the legendary advertising art director, and AIGA Medalist, George Lois and the British design manager Clive Chajet. In his next design management position at Lippincott & Margulies, he worked with Walter Margulies learning the complex skills of global corporate identity. He then became Creative Director and Partner at Peterson & Blyth, one of the premier brand identity and package design firms of the time. He is a founding faculty member of the Masters in Branding Program at New York’s School of Visual Arts. He publishes the blog The Package Unseen, and has been a guest lecturer at colleges including FIT, Trinity College and Tyler School of Art. He is a graduate of the Tyler School of Art at Temple University. Richard is a Board member of the AIGA MetroNorth Chapter, past President of AIGA‘s Brand Design Association, President of the Package Design Council and a member of its Board of Directors. He is a member of USA Cycling and US Rowing, a nationally ranked masters bicycle racer, and a member of The Saugatuck Rowing Club, the 2010 Masters Club National Champion.
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