A working framework for better brand communication by Hugh de Winton www.hughdewinton.blogspot.com @hughdewinton

It’s all about ideas, not messages with a full stop

But we shouldn’t get too obsessed with the one big idea that everything else hangs off. Why not look at disseminating multiple ideas or ‘lighting fires’

Brand communication is now an infinite proposition... Web films, console games, video and game driven microsites, merchandise and e-commerce sites, facebook applications, iphone applications, comic books, music festivals, art installations, interactive billboards, QR codes, google map mash ups, augmented reality experiences, impromptu dancing in public spaces, pre-rolls, inserts, virals, oyster card holders, facebook pages, blogs, twitter pages, events, street stencils, youtube channels, brand partnerships, sponsorship, adbikes, branded crop circles, press ads, google adwords, seo...

There are no start and end dates, we’re now in the world of beta

Specific media channels are declining in importance. Increase attention should be paid to how the idea can flow between channels

The most important connection is not the initial one between brand and audience but instead between members of the audience communicating the idea

Attention is irrelevant without value

Value comes from doing things, not saying things

If the idea is ‘doing’, the brand communication should be seen as the aid to ‘discovery’ of the idea

All pictures from getty images www.gettyimages.com