Thursday, April 29, 2010
Tuesday, April 27, 2010
Friday, April 23, 2010
Experiences will be augmented
2010 is proving to be an amazingly interesting year. I think that above all, many brands are realizing that they have to augment consumer's experience - and by that I don't mean more augmented reality stuff but rather stunts like this new McDonald's outdoor interactive billboard campaign.
Increasingly brands will have to offer their consumers more; a role to play, utility, fun and a platform to communicate. Very soon - this will be a requisite for any interaction with the brand and if your brand doesn;t speak that language consumers will simply white it out - ignore it.
Just a thought - some rambling I hope you guys can make sense of.
The Brief in the Post Digital Age
After Gareth brilliant address about moving to "ideas that do" - here is his latest deck about briefs in a digital age. Great stuff! a mus read!
Sunday, April 18, 2010
Ideas that do
I met http://garethkay.typepad.com/brand_new/ last October at the Planningness conference in San Francisco. He is a truly remarkable character, whose ability to eloquently express any idea is simply humbling.
In this short address at the 4As conference he develops the notion that the advertising industry as we know it, is comparable to that of a peacok. Flaunting its colors and differentiating products based almost entirely on the image a brand reflects - a quickly eroding advantage - one based on the erroneous belief that behavior is changed consequent to an altered perception.
In reality, it is quite the opposite as suggest Mark Earls. Perceptions are altered as a result of new behavior.
Hence in a world where the "Peacock strategy" clearly isn't working anymore and where consumers can and do choose to skip our ads, as advertisers and brands we need to change our behavior in order to change consumers' perceptions and be invited into their world.
Brands and advertising agencies have to evolve and present the consumer with "ideas that do" - because attraction is driven by what we do and not by what we project.
Unfortunately - at the moment, only a handful of brands like Nike+ and Fiat "Eco Drive" are delivering that kind of value. These are not advertising ideas, but rather ideas that can be advertised. Therefore, if we are to remain relevant as an industry, we had better start delivering "ideas that do' - because if we don't w e will not only become irrelevant to our clients but also even more unwelcome in people's lives.
As an industry, we need to get into the business of communication products and out of the business of simply communicating products.
Tuesday, April 6, 2010
Mob - A Near-Future Science Fiction Story
Someone sent me this a while ago and I had been meaning to watch it for a long time - but kept putting it off. I am happy I finally got down to watching it ...but you really got to play it right to the end...it is simply brilliant. Riveting.
I think Tom Scott makes an incredible case and proves beyond any doubt that which Clay Shirky also speaks about that "When we change the way we communicate, we change society" and that "Communications tools don't get socially interesting until they get technologically boring."
Technology has become ubiquitous and response time has dropped to a near zero. The amazing quality and power of the internet to aggregate online power and translate it into real life events is simply mind blowing (at least to me). Watch and enjoy
Thursday, April 1, 2010
VW FUN THEORY
This is definitely one of my favorite campaign this year.Volkswagen's "Fun Theory" is nothing short of remarkable, disruptive thinking. The amazing thing about it is that it spread and made lots of other people search their brains for ways of making chores fun.
For more on Remarkableness and Spreadable media, click here and here.
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