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Articles by Nick Dormon
Screen fatigue
Are humans really meant to stare at computer screens all day long? We wake up and check our phones. We pass the time on our commute checking football highlights, then spend eight hours at work staring at a computer screen, only to go home and spend the evening watching television. It cannot be good for us. This is a very new phenomenon in human development. Back in 1988, I was in San Francisco working for IDEO, who developed the first laptop. The screen was tiny and horrid to look at.
How important is London to the future prosperity of the UK?
As a Londoner, I’m bound to say that London always has been, and always will be, central to Britain’s prosperity. But as Andy Burnham begins his first day as Prime Minister in the northern city of Manchester, should I be worried? The Romans founded our capital 2,000 years ago and, despite later abandoning it Boudica’s revolt, the Plague, the Great Fire and two world wars—it has remained by far the country’s most important city.
Leadership in the AI revolution
Nick Dormon examines the contrast between stabilising leaders and transformational leaders as artificial intelligence reshapes economies and societies. He draws on historical and corporate examples to argue that the coming era demands game changers who can guide disruptive change. There are two broad types of leaders: plate spinners and game changers. Both are essential, but at different moments. Right now, the world needs game changers.
Polite AI customer service: why empathy matters
Polite AI customer service feels as rare as a warm greeting in a bustling market. I experienced that contrast first‑hand in a French market and then with Microsoft’s AI support. If we want AI to be truly helpful, it must learn empathy, not just scripted apologies. I’m in France on holiday, wandering a local market and conversing in terrible French with stallholders.
Youth employment crisis: a solvable path forward
One million young people in the UK are not in education, employment or training. What are we going to do about this shocking statistic? First, we need to understand how we got here. The number of young people disconnected from work or education has surged by 70% over the last decade, a period shaped by social media, austerity and COVID, all of which have impacted mental health and prospects. When I went to university in the late 1970s, only around 6% of young people studied for a degree.
Revitalising our economy through design
In 1944, Winston Churchill’s wartime government founded the Design Council to help revive the postwar economy through the promotion of good design. The country was exhausted after years of conflict, but it had acquired a wealth of technical knowledge in plastics, aviation, radar, and computing. Churchill recognised that to compete internationally, Britain needed to transform this expertise into high‑quality, desirable, and useful products — and that design was the key to doing so.
Fear vs. Progress: The real story of technology
Over thousands of years, humankind has faced countless challenges and opportunities throughout its development. We have continually invented new solutions and ideas to overcome these challenges and improve our lives. It began with a simple, palm-sized rock used to crack shells and bones, but a major breakthrough came with the knapped flint knife, which required remarkable ingenuity, skill, craft, and creativity to produce.
AI-powered consumer research vs real-life observation
Do you truly understand what your consumers want? More importantly, do you understand them better than your competitors? Research is undergoing a radical transformation with the rise of AI, and video conferencing has already streamlined many processes. But is all this convenience making us complacent? Are we relying too heavily on technology when we should still be getting out and meeting consumers face to face?
How can being more profitable be more sustainable?
I argue that this is a very short-term view, and the reverse is actually the case. It is not that being sustainable will be profitable in itself, but rather that future ways to be profitable will be inherently more sustainable. Since the early 19th century, our economy has been designed around mass production, whereby, simplistically, millions of the same thing are sold to millions of different people.
A persuasive vision of innovation
If innovators want to succeed, they need to project their visions so all can see, understand and appreciate them. Innovation will always be central to humanity’s prosperity. Yet we often fear it, stifle it, and fight against it. From the Tolpuddle Martyrs and a man with a flag in front of the first cars, to today’s continued fear of nuclear power, we are always finding reasons not to do it.
Risk vs. reward as downturn beckons?
I work in the design industry, and everywhere I look, I see a significant downturn in work. This is a worrying sign for our wider economy. Design is at the forefront of business development, where new ideas are put into practice and old ideas are rejuvenated. So, if this isn’t happening, that means industry is stagnating. Many of my clients are in the consumer goods industry. They are particularly in trouble with the continued downward pressure on prices and upward pressure on costs.
Brand purpose
I’ve always encouraged brands to define their purpose- their reason for being. We hear about values and personality from marketers, which have their place in defining the emotional connection of a brand, but without the reason to be there, they lose their relevance. For a while, the idea of a brand having purpose got tangled up in social or environmental purpose, so I stopped referring to it in its more fundamental context as it got confusing.
Humanity in branding
Machines and automation are essential to the smooth running of our complex societies but there is a danger in all their logic and efficiency that they get between us humans, creating barriers to our deeply embedded and often subtle social behaviours. Brands hunger for deeper connections with their consumers but they are guilty as any for unintentionally putting up these barriers to the people they look to serve.
Brand identity in the phygital world
Phygital – what a horrid word, but I don’t have anything better to describe the new interface relationship brands have with their consumers. Brand identities have a difficult job to get noticed and connect to consumers in this complex world, but the basics of branding still apply. Your brand still needs to be recognisable and relatable whatever the interaction. It used to be quite straight forward.
The elevator pitch and why it is critical to your brand
The elevator pitch is one of the most important assets your business will ever have, but one of the most difficult to define. You need to explain who you are, what you offer and why it’s good, all while going from the ground floor to the 20th (executive suite if you are lucky) – hence the elevator pitch. When starting a business, it’s one of the first things you will need, particularly if you are looking for backers.
Branding in a fast- paced world
Two important and related events have happened in the latter part of 2024 – the Jaguar rebrand and the merger of Omnicom and Interpublic to form the world’s largest ad agency group. They are both signifiers of the way branding is faltering. Ad agencies traditionally create advertising – it’s in the name. Their job was to raise salience and appeal of the products their clients wanted to sell. Along the way they often dominated the control of branding and identity.
How valuable is your brand to buyers?
I was recently reading an internal Unilever newsletter about the development of their Prestige brand portfolio. The CEO, Vasiliki Petrou, talked about the types of acquisitions they were looking for to build their €1 billion brand portfolio. She is quoted as saying “I always look for strong brands with authentic, differentiated stories. A strong brand, for me, is one that has its own unique concept and is globally relevant in a high-growth space”.
Invest in the future final
I was excited about the prospect of a government delivering on its promise to be pro-business. However, I saw little sign of this. We seem wholly consumed in trying to fix what we have with not nearly enough focus on finding a better way for the future. We clearly have problems to fix, exemplified by Northern rail admitting that it still uses fax machines to communicate vital messages to its crews, but we need to balance our investment. As in government the same is true in big business.
Positivity is our most powerful tool to build the green economy
As a designer, I and my co-designers must, in part, take responsibility for making the unsustainable, single-use, consumable economy a massive success. Fashion designers created exciting collections for every season. Car designers created stylish facelifts to make last year’s model an embarrassment on the driveway. Product designers created convenient and cheap Bic pens that got lost long before the ink had run out. Identified and communicated benefits drove the consumer economy.
Time for a chat?
My father worked for the same company for his entire career. He started out as a junior, did his exams at night school and ended up as a director. His progression through the business was carefully managed by his betters, taking time in each department to learn the broad skills and people networks needed to advance in an orderly and timely manner. It was all laid out for him and he worked hard – he was a company man and part of a community. When I started work it was already quite different.
Steer the ship - Elite Business Magazine
I was never taught how to manage a business and its people. I just got on with it, making mistakes and learning along the way. I did consider going to the London Business School to learn how, but one of the professors I knew there said I’d learn more on the job. She was right, but it was tough going at times especially the people bit.
Why don’t we make anything anymore?
Generations of men and women were defined by their roles – fitters, machinists, putters (the people who assembled scissors). It was like their identity was stolen when Thatcher shut the factories in the 80s in favour of the city and North Sea oil. Whole communities in places such as Sheffield and Birmingham cast adrift wondering how they were going to make a living in this brave new world.
Reimagining meat alternatives
It’s time to reimagine meat alternatives for a sustainable food revolution, writes Nick Dormon Emotions play a huge role in perceptions of meat as the centrepiece of our meals. From Thanksgiving turkey to Easter roast lamb, these dishes capture the warmth and conviviality of a family coming together to feast on a beast that is succulent, aromatic and tender. But no meat alternatives have ever even been able to contend with or displace it – yet.
The opportunity for a fresh start
In writing this article, Rishi Sunak had just announced the general election will be held on the 7th May. This is a chance for a fresh start for whoever gets in, and fresh starts are always good. There is a chance to lay everything out on the table, way up the options, prioritise, plan and commit to the future. As with many other countries in the world, our country is at a major turning point – as critical as at the end of World War II.
The influence of technology on marketing
Every generation is transformed by technology. In the 40s Model T Fords mobilised an entire American nation, many of whom had previously lived in remote rural communities. Then in the 60s the airplane bypassed many of these communities and created forgotten flyover states and booming mega cities. As a teenager I’d have to pluck up courage to phone a girl at home knowing their dad would answer. Now my kids’ generation swipe left or right without a care in the world.
Do you have a CDO?
I would like to propose every company should have a Chief Design Officer on their board. That’s not just industries that rely on design as an output, such as fashion houses, but every company. Thames Water even. Or especially Thames Water because they are in crisis and a ‘steady as she goes’ approach will not solve their problems. It needs more radical thinking, but also pragmatism to realise those radical thoughts successfully. This is where designers come to the fore.
The strategic ego
Talking of egos, Napoleon was a brilliant military strategist, Dominic Cummings likes to think he is a brilliant political strategist. In the brand agency world, we all claim to be strategic, elevating ourselves above our ‘design by numbers’ competitors and of course, there are agencies who only ‘do’ strategy. The truth is we are all strategists to some degree. We have to be, otherwise there is chaos. Planning is part of the human psyche and critical to our success.
A time and place for tactical innovation
I started my career working with technology companies having to deal with the constant change of Moores Law, so anything other than the long view would lead to failure. So I am in the camp that says innovation should be a long-term endeavour built around a future vision with a road map that keeps the business on the front foot, aligns investment and keeps ahead of the competition.
Quest for data
Data is defined in the dictionary as ‘information, especially facts or numbers, collected to be examined and considered and used to help decision-making’. As such it has great value to business if collected and examined in the right way. In the parts of commerce where gathering is relatively easy, or automatic, it has long been used to great effect.
We need to talk about AI
I expect, as with everything I have seen so far from AI, it really depends on how much effort you put into briefing it in the first place. You get out what you put in. We have been hearing a lot about AI of late and how it’s going to turn on mankind and wipe us all out, but the first time it really came up in our business was a few months ago when a frazzled and impatient client, who wanted something yesterday, said can’t we just knock something up on AI?
Coming to terms with the disruption of innovation
Yes, he is now a Sir and worth £23 billion. This sort of faith and commitment does not exist in many established businesses. Why not? The Dyson bagless cleaner was a true innovation disrupting a mature market of established businesses who preferred the status quo and a steady stream of income from bag sales. For the competition, innovation was confined to new hose attachments or more powerful motors.
Semiotics: the use of signs and symbols in branding
Our clients are fascinated by semiotic studies because they seems like a way to qualify design. Much of a marketer’s life is spent in the logical world of calculating and measuring sales figures, consumer data, finances and margins. Dealing with design and designers on the other hand can feel nebulous, intangible and difficult to handle. Semiotics seems to provide the opportunity to manage the process, brief and evaluate design work and make decisions.
Brand models
At the core of any brand book is a brand diagram which takes many forms, from Unilever’s key shape to columns and even layered onions. Their purpose is to create a distilled expression of the brand that can be referenced and maintained and, in some cases revered like a holy scripture. Surrounding this will be further explanation found as rules, descriptions and, sometimes, imagery.
Brand planning for a multitude of consumer interfaces
Help comes from teams defining themselves as 360o agencies, as some used to, pre-digital, define themselves as packaging or advertising agencies. The implication is that they concentrate their efforts on the consumer engagement end, and, by implication, not on the core brand purpose and identity – they work with what already exists. But is it always fit for purpose?
The role of product design in the modern world
I came into the discipline from an engineering background having graduated in a BSc course called “Engineering Product Design”. Very few of us on the course had a single clue what we were studying it for, but all enjoyed the process and skills we were learning. Even some of the lecturers were muddled – I remember having to study the construction of roof trusses at one point. But, Bill Bond, the course founder knew exactly what he was doing.
Slow working
We all seem to be in such a hurry, don’t we? Rushing from one deadline to another with the terms: “Just-in-Time, Critical Path, Rapid Prototyping and Innovation Sprints” ringing in our ears. No time to read a book, but somehow we find time to spend on average 45minutes a day on Tik Tok. We’ve turned our worlds into tiny bite-sized pieces, to be consumed at pace because we have so much to do and so little time to do it in. Or do we?
Action Biodiversity!
I’m afraid I need to introduce yet another business worry. Alongside meeting sustainability goals, being inclusive and tackling inflationary pressures you also need to tackle biodiversity. 60% of our wildlife has disappeared since 1970 and we need to do something about it.
The future of marketplaces
I was recently reading an article in the Economist about the challenge TikTok short videos are giving advertisers. The way consumers interact with the platform is less physically engaged than say Facebook or Instagram, so advertisers are not getting the feedback they require to get a handle on who they are and what they might like. These feedback loops are essential to tune your product lines, but equally important to finding new consumers.
The changing dynamics of innovation
I was recently at a conference on the future of food systems. It was a select group of people representing some of the biggest food companies in the world. It was clear that momentum was building, but much was still to be done if we are to feed our growing population of 8 billion, whilst not destroying the planet as we do so.
The Power of the ‘Cock-up’
Last month I attempted to rally everyone around the flag of sustainability and encourage all to make the radical changes needed to save our planet. This month I want to address one of the consequences, or rather hinderances to these bold moves. The fear of failing. Humans spend an awful lot of their time perfecting things: the quickest route to work, the best artistic cappuccino, the most reliable aircraft, the fastest Formula One car.
Iconising ESG: How to simplify transparency and understanding with consumers
Last July, I wrote about the potential for ESG (Environmental Social and Governance) to be applied within brand communications. Since then, it has become one of the biggest issues for financial institutions, where the lack of universal standards has caused it to become too complex and subjective to work with. And whilst scrutiny may follow it, it is still a great idea. Since its conception, it has flourished and gained huge momentum – which great ideas need.
Time for a commercial revolution
As we enter the New Year, and we all think about what 2023 will bring, our natural human instinct it to make 2023 better that 2022. Small changes in individual actions, attitudes and behaviour all add up over time and are multiplied by the billions of souls on the planet into the advancement of civilisation. Saving our planet has got to be at the top of the list for all of us: from the well-off trying to address their consumption, to the 3rd world worried where they are going to get clean water.
The people behind brands
With the recent furore around Elon Musk’s cavalier takeover of Twitter, and the subsequent fleeing of advertisers and users, it seems a good time to discuss the merits – or otherwise – of having a person, or personality, behind a brand. Tesla and car brands are a good place to start. Tesla’s rise as a brand (valued at $570bn) over rivals such as Polestar ($20bn) must have a great deal to do with Musk’s entrepreneurial skills but also his ability to self-promote.
Branding and design in a global-local tension
Our agency is 20 people based in central London, but we bat off far bigger networked agencies to win global work. I’m boasting I know, but we are proud of the fact that we can hit above our weight, but why can we do this? A decade ago, we would repeatedly get rejected from international brand rosters and pitches because we didn’t have offices in different markets.
The soft power of community in the changing world of work
When I started Echo, 18 years ago, one of our first tasks was to find an office to work in. Apart from finding clients, it was one of the most stressful parts of setting up our business, with deposits, guarantees, overheads, facilities. But it was important to us to have a place of work – it made Echo feel real. Then along comes flexible offices and all that stress became a manageable process for the business start-up.
Wasted To Wanted: How To Brand Unlikely Snacking Alternatives
by Nick Dormon on 05/30/2022 | 5 Minute Read Lots of folks say that we eat first with our eyes. We can't underestimate the multi-sensory hedonistic attitude we have about food and the way it's presented. Food has a multi-dimensional role in society. From sparking our senses to its social function, we don’t just experience food from its taste, texture, and the setting in which we eat—we also make choices that we believe are beneficial to our health and our world.
Do brands need to stand for something?
We are hearing a great deal about purpose in marketing and business these days. Unilever have been on the vanguard of giving brands social, ethical and environmental purpose for a decade or more under their Sustainable Living Plan. Recently, they have come into some flak from investors for putting too much emphasis on doing good, rather than selling more. Yet, Unilever say that the brands that sit under the USLP have outperformed those that don’t.
The value of design
This week a prospective client came to us wanting a new brand designed for a service in the EV sector. This week a prospective client came to us wanting a new brand designed for a service in the EV sector. It would be appearing in multiple situations across hundreds of retail outlets. Their budget was £8,000. Approximately five times that could get you the absolute minimum needed; ten times that would be the budget it deserved. This is not uncommon.
We have seen decades of pressure on pricing especially in the consumer goods markets. We have seen decades of pressure on pricing especially in the consumer goods markets. The challenges to maintain margin will only increase as the cost of goods and manufacturing rise due to the pandemic and Brexit complications. Low prices in supermarkets are good for consumers and the retailers, but not good for brands as they inch towards commoditisation.
Is categorisation an opportunity for diverse thinking?
Categorisation helps to make sense of our complex planet. The Victorians were masters of this, filling their ledgers and sample trays with the natural wonders of an ever-expanding world. Categorisation helps to make sense of our complex planet. The Victorians were masters of this, filling their ledgers and sample trays with the natural wonders of an ever-expanding world. And whilst labelling people and objects provides order and simplicity, how useful is this tool for designers and marketers?
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