Today, creativity is not considered the skill of men but back in 1938 “creative work” was the domain of men and this rejection letter that I came across on the Fabulously Broke blog was the norm.
“Only 20 percent [of brands] made a notably positive impact on people’s lives.”
From the GOOD article What’s So Great About IKEA Anyways? Why No One in the World Likes Brands.
It use to be that as long as a brand was able to make you look good or feel good, you were satisfied and didn’t need more from them. But, the times are changing and now we expect much more from our brands. We expect them give us confidence, to improve our lives, to inspire us and to give us hope.
As consumers we hold our expectations up as obvious truths to brands. We feel frustrated when they do not see the obvious or fail to respond to our online-mob outrage. We get angry and start a personal boycott campaign, as we try to convince everyone in our social circle of the evil nature of the brand who disappointed us.