ABA Blog

FREEDOM: Mitsubishi pencil reminds us that customers add the real magic

​In Japan Mitsubishi Pencil has been petitioned for discontinuing a range of popular pencils beloved by architects and animators behind manga cartoons. Clearly these creatives value the product for its function and familiarity, but the level of passion that greeted the news goes far beyond this – demonstrating how objects can be invested with magic. Products can have mystical powers, but only if the customer projects their own magic and creativity onto them. 

Posted on Dec 18, 2015