2007 Human Centered Communication Award: Fred Water

13 12 2007

“Fred has a blackbelt in hanging out.”

Fred water is the most brilliant product launch of 2007, even beating out the iPhone. No other product embodies the perfect synergy of marketing and design. Fred, redefined water, a product category most people would say is boring and saturated. Human centered communications is a term I coined to describe the fusion of the human centered design trend with marketing communications. Fred personifies water, making it different, but also increases utility through unique bottle design.  Fred is a product where the advertising positioning was integrated from square one, not a component slapped on the end of the development cycle.

The advertising/design convergence trend is something I have been proclaiming for a number of years, and Fred is the proof of concept that I hope opens the floodgates.

Tangerine Toad’s post on design as the new advertising.

Post on Human Centered Design

Post on Apple’s organizational structure to merge design and marketing.

Without further adieu, the inspirational development process of Fred direct from his father, via PSFK.

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2 responses

17 12 2007
dinosaur fact

Stumbled upon your blog a week ago and decided to come back. Not for the articles you write, but for how you write them, really amazing stuff you’re doing here, i like how you put information into the articles which makes it much more easier to read and much more interesting of course. Keep up the good work!

17 12 2007
Seni Thomas

Appreciate the kind words. The objective of this blog is to make marketing, trend info, and all the intersections accessible to all levels of readers. Industry blogs many times are written only for fellow practitioners and are laden with jargon and concepts beyond the understanding of laymen, which also makes it tough on students. Again, cheers for the encouragement!

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