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Ed Cotton: We Demand Craft And Attention To Detail

Ed Cotton: We Demand Craft And Attention To Detail
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The important thing about attention to detail from brands and experiences, is the more you notice it, the greater you feel its absence when it's not there.

Ed Cotton, BSSP
  • 27 april 2011

Reading the Los Angeles Times story on Rockstar’s new game, L.A. Noire, it obviously comes across as nice PR for one of the most anticipated games of the year, but it also hints at just how demanding we’ve become as consumers.

The level of care, attention and research that Rockstar’s Bondi team are putting into this game is nothing short of extraordinary- tracking down 180,000 photographs of period LA, working out how big diners were from photographs and discovering that LA’s palm trees were only three ft tall at the time.

They are doing all this because we demand and expect it. Of course, game play is the all important x-factor, but given Rockstar’s brilliance in environment creation, these are games we are quite happy to just wander around in.

Attention to detail is now everywhere- from the phones we use, to our computers and we notice it in surprising places; like when we actually receive good service. Companies caring about the products and services they make and going the extra mile is often the difference between good and bad.

Another example is the clever move by J Crew to purchase many of its fabrics in Italy, but have the garments manufactured in China. It’s a tiny, but important demonstration of a commitment to quality. With their shoes- they’ve chosen to have them manufactured in Italy.

The important thing about attention to detail from brands and experiences, is the more you notice it, the greater you feel its absence when it’s not there.

(Continue reading here.)

Ed Cotton is the Director of Strategy at BSSP, and is curious about all things relating to brands, marketing and culture. Read more at influx insights.

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