One very useful application of design thinking is branding. Branding brings real value to the customers. But, advertising can subvert brand efforts. Advertising can deliver short term gains but at a cost of long term effectiveness. Advertising is unsustainable in this day and age because to stand out from the clutter, advertising must become more intrusive.
Some advertisers try to sneak into your content calling it product placement.
People don't want to be pushed, they want to buy things that say something about who they are. Advertising does not create the loyalty that branding can. Loyalty cannot be bought, it can only be earned. Businesses must use design thinking to focus on the customer. They need to build relationships with the customer to pull them in.
Inspired byZag: the number one strategy of high-performing brandsby Marty Neumeier