A LinkedIn invitation from a designer I’d not met prompted me to Google his company, ANTI. According to the website, the name of the Norwegian branding group is an acronym for A New Type of Interference. ANTI’s founders maintain that brands should display a different kind of ‘interference’ in their visual communication to stand out in an overly crowded marketplace.
There’s nothing new there then. But ANTI’s terminology got me thinking about the edgy, cataclysmic words entering everyday marketing speak, ‘interference’, ‘disruption’ and ‘disturbance’ among them. They owe their provenance to the heady combination of global austerity and technological shifts that Read full story ›
Source: The Drum
Industry News
