PSFK TRENDSINSPIRATION FOR THE NEW YEAR
THE DAY          One                HEAT | PSFK | 2
FOUR THEMES+ Transparency is creating purpose-driven brands+ Social Media creates trust+ Technology is evolving storytelli...
TRANSPARENCYIS CREATING PURPOSE-DRIVEN BRANDS
WHY+ You can Google virtually anything to find the truth in advertising or enough  of a mass opinion to make judgments abou...
EXAMPLES“Look for what you want,   MBA                          7 Obsessions:                  Waterless: It used to take ...
FROM THE CONFERENCE  PSFK VIDEO CLIP  METHOD: ERIC RYAN  HTTP://VIMEO.COM/31358874 (11:30-17:00)                          ...
THOUGHT STARTERS+ How can our ideas have more purpose to drive consumers to action?+ Can our advertising do more good in t...
SOCIAL MEDIACREATES TRUST
WHY+ Social media creates trust by making people accountable for what they say  and do online+ Online trust = offline trust...
PEOPLE         Marketplaces depend on trust, and trust requires knowing the reputation of a         prospective counterpar...
EXAMPLES   Share ‘Stuff’           Share Money           Share Reviews             Share Rooms                 Share Cars ...
FROM THE CONFERENCE  PSFK VIDEO CLIP  NEIGHBORGOODS: MICKI KRIMMEL  HTTP://VIMEO.COM/30871337 (10:54 - 15:15)             ...
THOUGHT STARTERS+ Ironically, social media made us less social offline, but online sites are starting  to put the social ba...
TECHNOLOGYIS EVOLVING STORYTELLING
WHY+ Storytelling has evolved from cave paintings to written word to today’s  immersive digital experiences.+ Technology h...
EXAMPLES                                                                                Brand stories are no longer one-wa...
TAKE THIS LOLLIPOP   (NOT A BRAND EXAMPLE)                                             HEAT | PSFK | 18
FROM THE CONFERENCE  PSFK VIDEO CLIP  W+K: DAN HON ON THE FUTURE OF CREATIVE BUSINESS  HTTP://VIMEO.COM/31817335 (11:46-17...
THOUGHT STARTERS+ In what other ways has technology changed storytelling?+ What are some memorable examples you’ve seen of...
EXPERIENCEGETS IN THE WAY OF INNOVATION
WHY+ To innovate, you first have to forget what you know and look at things with  innocent eyes. What you know and how you ...
THE MARSHMALLOW CHALLENGE            Build the largest free standing tower            in 18 minutes using the following:  ...
EXAMPLESCollaboration at every level is     Collaborative businesses and      Approach to businessrequired for innovation ...
FROM THE CONFERENCE  PSFK VIDEO CLIP  LEVIS: ERIK JOULE  HTTP://VIMEO.COM/31533427 (1:54-5:17)                            ...
THOUGHT STARTER+ What can we do to create an environment of experimentation  and pushing boundaries?                      ...
QUESTIONSAND DISCUSSION
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PSFK Themes

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PSFK Themes

  1. 1. PSFK TRENDSINSPIRATION FOR THE NEW YEAR
  2. 2. THE DAY One HEAT | PSFK | 2
  3. 3. FOUR THEMES+ Transparency is creating purpose-driven brands+ Social Media creates trust+ Technology is evolving storytelling+ Experience gets in the way of innovation HEAT | PSFK | 3
  4. 4. TRANSPARENCYIS CREATING PURPOSE-DRIVEN BRANDS
  5. 5. WHY+ You can Google virtually anything to find the truth in advertising or enough of a mass opinion to make judgments about a brand.+ Technology and social media have created more knowledgable and vocal consumers, which means brands must walk the talk or risk being called out.+ Communicating favorable values, both big and small, about your brand works to gain fans and consumers.+ People care about products that are: purpose-driven, built on clear unifying values, well-designed and high quality. HEAT | PSFK | 5
  6. 6. EXAMPLES“Look for what you want, MBA 7 Obsessions: Waterless: It used to take (Maniacal Business Attack)which everybody wants.” 1. Culture, values, trust 45L of H2O to make a pair Common Cycles, 2. Inspire advocates of jeans. Reduce operating Common Hoops, 3. Sustainability costs + sustainable profits = Common Pitch. 4. Kick ass at fast less waste and more :) 5. Relationship retail 6. Win on product experience 7. Design led HEAT | PSFK | 6
  7. 7. FROM THE CONFERENCE PSFK VIDEO CLIP METHOD: ERIC RYAN HTTP://VIMEO.COM/31358874 (11:30-17:00) HEAT | PSFK | 7
  8. 8. THOUGHT STARTERS+ How can our ideas have more purpose to drive consumers to action?+ Can our advertising do more good in the world? From simple practices and tactics to greater ones?+ What are some of the positive values of our clients’ brands? Are there any causes they drive? How can we ‘talk’ about them through our work? HEAT | PSFK | 8
  9. 9. SOCIAL MEDIACREATES TRUST
  10. 10. WHY+ Social media creates trust by making people accountable for what they say and do online+ Online trust = offline trust, and people get to know their neighbors+ To help build trust, designers must mitigate risk+ Design for Trust - Information, Reputation, Verification, Dispute Resolution HEAT | PSFK | 10
  11. 11. PEOPLE Marketplaces depend on trust, and trust requires knowing the reputation of a prospective counterparty. Today, for the first time, you can get background information on almost any prospective counterparty by searching Google, Facebook etc. Or put more simply: we finally have an internet of people. - Roelof Botha If thousands of people follow me on Twitter and I have hundreds of friends on Facebook, I’m probably not an impostor looking for trouble. - MG Siegler HEAT | PSFK | 11
  12. 12. EXAMPLES Share ‘Stuff’ Share Money Share Reviews Share Rooms Share Cars HEAT | PSFK | 12
  13. 13. FROM THE CONFERENCE PSFK VIDEO CLIP NEIGHBORGOODS: MICKI KRIMMEL HTTP://VIMEO.COM/30871337 (10:54 - 15:15) HEAT | PSFK | 13
  14. 14. THOUGHT STARTERS+ Ironically, social media made us less social offline, but online sites are starting to put the social back in social media. People are willing to share with other people, as long as the risk is mitigated and they trust their neighbor. How can we use this insight in our digital ideas?+ As people share more and buy less, what do our clients need to do to prepare for this shift? HEAT | PSFK | 14
  15. 15. TECHNOLOGYIS EVOLVING STORYTELLING
  16. 16. WHY+ Storytelling has evolved from cave paintings to written word to today’s immersive digital experiences.+ Technology has allowed us to go from linear storytelling, to a many-to-many interactive story in which the “audience” is an active and engaged participant in a larger dialogue about a brand.+ Technology should be seen as a medium. It can be used to enhance stories and create experiences. HEAT | PSFK | 16
  17. 17. EXAMPLES Brand stories are no longer one-wayBefore ads were delivered through The larger effect of social media and communications. Through socialonly a few mediums. Today, the technology is that we’re seeing multiple media, YouTube and the Internet,choices of channels for media narratives. It’s creating transparency a brand can be shaped by manyconsumption are overwhelming, and communication that wasn’t collaborative voices. We are findingenabled by technology. The possible before. Not only that, PEOPLE interesting and engaging ways to allowimportant thing we must learn is are creating and shaping stories now. consumers to tell stories for brandsthat technology is a medium to now and help shape brands with us.build and weave into storytelling. HEAT | PSFK | 17
  18. 18. TAKE THIS LOLLIPOP (NOT A BRAND EXAMPLE) HEAT | PSFK | 18
  19. 19. FROM THE CONFERENCE PSFK VIDEO CLIP W+K: DAN HON ON THE FUTURE OF CREATIVE BUSINESS HTTP://VIMEO.COM/31817335 (11:46-17:41) HEAT | PSFK | 19
  20. 20. THOUGHT STARTERS+ In what other ways has technology changed storytelling?+ What are some memorable examples you’ve seen of technology being used to make a story experiential?+ What can Heat do to meet the intersection of art and technology to improve our storytelling? HEAT | PSFK | 20
  21. 21. EXPERIENCEGETS IN THE WAY OF INNOVATION
  22. 22. WHY+ To innovate, you first have to forget what you know and look at things with innocent eyes. What you know and how you do things blocks what you haven’t yet seen yet and how you could do things. We must destroy these barriers to creativity.+ Barriers can come in many forms. They could be mental blocks or a lack of open collaboration and approval processes and need to be removed to create a habitat of creativity.+ So get uncomfortable, try new processes, experiment, combine things that shouldn’t be combined, play devil’s advocate, don’t accept things as they are, question the norm and know that there will be failures before the great success. HEAT | PSFK | 22
  23. 23. THE MARSHMALLOW CHALLENGE Build the largest free standing tower in 18 minutes using the following: + 20 sticks of spaghetti + 1 yard of tape + 1 yard of string + 1 marshmallow “The teams that consistently do the best, better than business students, better than executives, better than most professionals, are those comprised of kindergarteners. They approach the challenge in a playful manner, cooperate, recognize they don’t know exactly what they’re doing, and try many different things before figuring out what’s best. It turns out this is consistently the winning strategy.” -HBR HEAT | PSFK | 23
  24. 24. EXAMPLESCollaboration at every level is Collaborative businesses and Approach to businessrequired for innovation to happen reprogramming synaptic pathwaysInnovation incubator Approach to tutoring Waterless process and experimentation HEAT | PSFK | 24
  25. 25. FROM THE CONFERENCE PSFK VIDEO CLIP LEVIS: ERIK JOULE HTTP://VIMEO.COM/31533427 (1:54-5:17) HEAT | PSFK | 25
  26. 26. THOUGHT STARTER+ What can we do to create an environment of experimentation and pushing boundaries? HEAT | PSFK | 26
  27. 27. QUESTIONSAND DISCUSSION

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