Ammunition founder and partner Robert Brunner was recently a featured speaker at the 2011 SXSW Interactive festival to talk about the emotion behind design and how it is driving change in the market. At the core of his presentation was the notion of “ideas, not objects” as a way for companies to connect with their constituents and develop relationships that matter.

Central to his talk was the belief that today, you can’t just create something, make and deliver it, and then expect it to do well. Products must be more than just a thing. They need to build off relevant, meaningful ideas, and the story needs to be driven through the entire proposition in an authentic way. Great products embody an idea that people can understand and engage with – one they can emotionally connect with.

This year’s SXSW Interactive Festival was held from March 11th to March 20th in Austin, Texas.

Watch the summary edit of Robert’s presentation here.