Branding

Marketers: Steer Right Along Consumer Desire Paths

Headshot of John Lane
By John Lane

Desire paths are a concept born in the physical world. You see them in places where there is a nicely planned path of travel — like a paved walkway through a park — and not far away from it, there is an alternate path that has been cut by people choosing their own path. That’s a desire path.

There are many different reasons for desire paths. Perhaps people want to take a shortcut through the park.

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Headshot of John Lane

John Lane

Watching TV as a kid, I used to run to the bathroom during the shows so I could make it back for the commercials. Those days launched me down a path that included layout and writing for the college paper; communications strategy for political campaigns; marketing strategy and graphic design for Gensler (a global design and architecture firm); and the implementation of new programming, animation and design techniques for Centerline.

Today I specialize in content marketing strategy and building digital deliverables to execute those strategies. But it’s about more than just creating killer digital content. At Centerline, we help clients succeed in the digital marketplace using a three-pronged approach: strategic (message creation, brand strategy), tactical (design, development), and analytical (measurement and adaptation). This experience-tested approach allows me to build campaigns that are both well-designed and effective for clients like IBM, GE and Quintiles.

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