We Are an International Community of Entrepreneurs Looking for New Leaders to Increase the Synergy of our Qualified Team. Come Join Us, Let’s Do this Together!!
Jacob Wright, Strategy Director at mother londonWhere's the effectiveness case? I buy a lot of what you say, but this misses the critical issue which is that most digital thinking based around the 'conversation' start point leads to ineffective work. The Dove campaign got canned because it didn't sell any soap. Conversely, Old Spice works because it uses mass media to get people talking in social media. Anyone who starts from the POV that nothing about old methods is relevant any more is going to be wrong. The truth is always that some things about the historical approach are right and good, and some are not. Media may have changed but human psychology hasn't, as anyone who quotes Jonah Lehrer ought to know...2 years ago
Sandy Willats, Strategy Director at Self-employedGreat work. Thanks for helping me get a start on solving an age old problem. However, I'm wondering if a brief should go beyond a list of questions to ask. Everyone talks about story telling, but is there a way to tell a story in a non-linear way (given no one consumes brands linearly). Perhaps it's no longer a story at that point. Probably no longer brief, either. Wish I had a solution.2 years ago
The brief in the post digital agePresentation Transcript
Hello #digiwork
Gareth Kay
Director of Digital Strategy
Goodby, Silverstein & Partners
@garethk
What I learnt on the interweb
about yesterday
Lots of smart people talked
Knowledge was shared
Presenters were funny
It’s better than SXSWi
I gained 100lbs overnight
Don’t be late
I’m royally f***ed
1992
All very similar
A problem to be solved by advertising
‘Consumers’ to ‘target’
A message to say at them
Reasons to believe
Tone of voice
Maybe, if lucky, what space you’re filling
New technology
New technology,
different culture
“This stuff is as mainstream as it can be.
Google, the iPhone - these move the
culture more than The Beatles did in
the ’60’s. It’s shaping the human race.”
- Andy Hertzfeld
“Nobody comes out of a movie saying,
“that was a really good movie. I really
enjoyed it. It was really clear.”
- Russell Davies
$77 million
$220 million
$310 million
Technology has driven dramatic,
and continuous, cultural change
More participatory
More social and communal (arguably amplifying who human beings are)
More fragmented
More transparent
More playful
‘Always on’
Location increasingly important
So, obviously, the brief
remains the same...
“I’m just surprised that no-one’s
thought of a better idea yet”
Stephen King on Planning
This isn’t about the digital brief.
It’s about a better brief for
the post-digital world.
It’s not simply about the brief.
It’s about asking having a better map
of the world to ask better questions.
What we do,
not what we say,
matters.
We’ve only ever noticed peacocks.
Changing our behavior
changes how we think.
We need to be like bowerbirds.
We now live in age of ideas that do.
Stop communicating products and
start making communication products.
Useful entertaining or memorable,
not interruptive, experiences.
Create, don’t fill, media space.
Not just what we do
but what people
do to what we do.
We tend to design finite,
complete products.
We’re not very good at
designing for gaps.
From a downloading culture
to an uploading culture.
Customers don’t own brands but
they do want to participate.
- Charles Vallance
Slippy > sticky.
Generous ideas are
bigger than big ideas.
Have a social mission, not just a
commercial proposition.
Understand what people are interested
in and work back from there.
Be media positive
Radiohead went out to
where people are and built
experiences there with
partnerships like:
- iTunes for remixes
- aniBoom for an
animation contest
- Google for 3-D video
“Media is less and less often
about crafting a single
message to be consumed by
individuals, and more and
often a way of creating an
environment for convening
and supporting groups.”
Small is the new big.
“The bigger a brand gets,
the smaller it should act,
because no one likes big.”
“Any idea is dangerous if it’s a
person’s only idea”
A culture full of depth and complexity
The rule of 5% requires lots of matches to start a fire
Why not when the economics have changed and the cost of failure is near
zero?
Roulette isn’t responsible
“The mistake of science is to pretend
everything is a clock when the world
is a cloud.”
-Jonah Lehrer, referencing the work of Karl Popper
Coherency, not consistency
specials eg
language, frappucino
eg ‘skinny’
habits
formation
‘my sister’
book range
and options
book
barista Provide an
reading
culture uplifting experience ordering
that enriches system akelah and
used grounds people’s lives the bee
for gardeners in store
starbucks
sofas and performance
company
social ambience and art starbucks
responsibility salon
africa 05
hearmusic
fair trade Xm
coffee
music cd
cause
burn your own
publicity
cd
in store
Source: John Grant, ‘The Brand Innovation Manifesto’
It’s about understanding
distributed identity
Google
Books
Blogspot
Youtube
Google
Google Google Scholar
411 Search
Google
Docs
Organize the
world’s information
Google and make it
Shopping universally
accessible and Google
useful.
labs Chrome
Browser
Google
Maps Google.Org
Google
sketch Fossil fuel
Challenge
High frequency. Low value.
Semi-predictable rewards.
So what does all this mean
for the brief?
Pre-digital Post-digital
Interruption Participation
Image manipulation Value creation
Saying things at people Doing things for people
Intangible value Tangible value
Perception Behavior
From saying things at people to
doing things with and for people
From why and what
to what and how.
Better questions
What’s the real problem?
Who is this among?
How might we best approach solving this?
Why might they talk about this idea?
How do they get involved?
What keeps the conversation going?
There are no great briefs,
only great ads.
There are no great briefs,
but there are a lot of bad ones.
A good brief is probably about
as good as a brief gets.
The piece of paper is less
important than the journey.
Jason Potteiger
We Are an International Community of Entrepreneurs Looking for New Leaders to Increase the Synergy of our Qualified Team. Come Join Us, Let’s Do this Together!!
Overview: http://bit.ly/b1Eehh
Testimonials: http://bit.ly/l3WEXJ
Website: www.MyEntrepreneurCommunity.com
1 year ago