The founder of Eight Inc, the design agency behind some of the world’s most iconic brands, has given the growing fintech and increasingly mature banking sector some words of advice on marketing.
In a keynote opening session at GFTN Forum Japan in Tokyo on March 3, Tim Kobe – who noted the company’s 27-year-long retainer with Apple – told leaders to focus on seeing brand and marketing as more than just the means to facilitate a sale.
“What you’re really fundamentally doing in almost 99% of the cases is working on building a relationship rather than working on building towards a transaction,” said Kobe. “If you’re not designing for experience, as a business, you’re probably leaving money on the table.”
Through a series of eight lessons, each using a live client case study – including the nearby Nissan crossing in Tokyo – Kobe explored the belief that has driven his company to work with some of the largest household names.
“We believe that through design, you actually create enormous value or have the potential for enormous value. And there’s different ways of doing that, regardless of the industry, regardless of the category,” he said.
He also highlighted the misconception that design pertains solely to aesthetics, asserting instead that it is fundamentally about functionality and the value it provides to users. He reflected on extensive experience with Apple, but noted that successful design principles are applicable across various industries.
“Steve [Jobs} always referred to the idea that design is not the way something looks,” he said. “A lot of people think that’s what design is, but it’s actually how it works, and what it does for people.”
He introduced the concept of ‘human engagement’, noting also that understanding at whom the brand was aiming was also vital.
“If you’re not understanding people, if you’re not understanding the personas that you’re designing for, then you have a very difficult time creating something of value,” he said, underscoring how fostering authentic relationships with customers can build lasting loyalty and advocacy.
Eight completes a ‘value creation engine’ framework for each client and project, which prioritises human outcomes over mere tactical approaches for achieving business objectives. Kobe offered examples from banking and other sectors to show how tailored design can significantly enhance customer interactions and satisfaction.
Finally, he cautioned against following best practices – or doing the right thing – too rigidly, noting that innovation often lies in differentiation and challenging assumptions.
“To do the right thing or not is a choice,” he said. “To disrupt or not is a choice. Let’s do the brave thing. So, when we think about human experience, I just want to encourage all of us to step back and make sure we are doing the brave thing or are we just doing the right thing.”
GFTN Forum Japan is running in Tokyo March 3-7.