Helen Edwards on why signs should be the starting point for marketing, not the end point
If a marketer really wants to read the mood of the nation, they need to tap into some “t-shirt wisdom”.
A slogan on a t-shirt can tell us plenty about the person wearing it: their political affiliations, favourite band, or where they’ve been on holiday. But can it give us a genuine insight into wider concerns, like consumer behaviour and changes in attitudes?
Branding consultant Helen Edwards suggests they can, claiming “t-shirt wisdom” gives us an unfiltered view of the world and key pointers to people’s moods.
Edwards readily admits that none of this is particularly scientific, but questions whether we should be using such a term in the first place.