What we enjoyed in 2017.

Principals | December 2017 © Principals
What we
enjoyed
in 2017.

Whatweenjoyedin2017
2 Principals | December 2017 © Principals

Whatweenjoyedin2017
We’re Principals
As the sun sets on 2017, we've brought together a curious
collection of thought-provoking podcasts, books and
articles that capture the current state of branding - as well
as a video of laughing horses.

Whatweenjoyedin2017-Videos
(Watch it here)
Volkswagen
Promoting the new Volkswagen Tiguan and its new
trailer assist technology, the agency really out-did
themselves this time. Enjoy it in its full splendour!

Mirry Christmas everyone
Air New Zealand continues its viral video trend
with this charming and rib tickling video.
Who doesn’t like making fun of Kiwi accents?
(Watch it here)

The future we’re
building — and boring
Elon Musk’s vision stretches far beyond electric cars and
home batteries. In this recent TED talk, he delves into his
plan for the future of cities and our solar system.
(Watch it here)

Whatweenjoyedin2017-Articles
How Vice crushed one agency’s dreams–
then inspired its best work
Getting to pitch to a new client is always fun, stressful and exciting.
But when independent design agency Gretel pitched their work to Vice, they
found that the client saying, “the opposite of that”
was just what they needed.
(Read it here)

How to sell a country: the booming
business of nation branding
Nation branding is booming. Every city, region, province and state is
jostling to get on the map and win their share of the tourism dollar.
This long form Guardian read takes us into the emerging world of
nation branding.
(Read it here)

Why human centred design is
the enemy of original brands
Focus on your brand not the most frictionless experience.
The question of how brand fits into UX and CX thinking is something
we have been talking about all year. Thinkerbell’s Adam Ferrier makes
the case that if you approach your projects solely with design thinking,
the result will be bland and homogeneous.
(Read it here)

Whatweenjoyedin2017-Podcasts
A diverse array of amazing discussions that sit at
‘the intersection of business, technology and design’.
Specifically, episode 49 with Steve Vasello on
‘The Way to Design’ is worth a look.
(Listen here)

Genevieve Bell’s Boyer Lectures
The Boyer Lectures have been an intellectual mainstay
of Australian culture since 1959. This year Professor Bell
takes us on a four-part journey to explore what it means to be
Human, and Australian, in a Digital World?
(Subscribe here)

Tribe of Mentors
By Tim Ferris
A fascinating and funny reflection on our
impending AI future that asks whether
having AI at the heart of everything by 2025 will
see it become a good God or a bad God?.
(Listen here)
(Listen here

Whatweenjoyedin2017-Books
Sapiens: A Brief
History of Humankind
Undoubtedly one of the studio favourites this year,
Sapiens is an incredible achievement by Professor
Yuval Harari exploring the trials and tribulations of
humanity. A great summer read
for anyone in need for a shot of perspective.
(Find it here)

Marketing 4.0, Philip Kotler
A much needed handbook to the next generation and
navigating the shift from traditional marketing
practices to an environment with fragmented sub-
cultures, increasing connectivity and shifting power
dynamics.
(Find it here)

A Beautiful Constraint
by Mark Barden
Constraints are always there, but working with
them rather than against them can create truly
amazing things.
(Find it here)

Purpose, Lisa Messenger
Purpose is a subject close to our hearts and
Messenger’s book is one healthy dose of
positivity and inspiration. Something we all need
now and again.
(Find it here)

Thank you.
Hopefully, you have found something of interest in here!
If you fancy working with this bunch of diverse thinkers on
your brand why not get in touch…
Sydney
Level 1,
58 Lower Fort Street
Sydney NSW 2000
Australia
02 9251 3833
Melbourne
Level 2,
83 Palmerston Crescent,
South Melbourne VIC 3205
Australia
03 9514 1200
Auckland
Level 2,
18 Shortland Street,
Auckland 1010
New Zealand
+64 9600 3910
Locations
Sydney
Sandy Belford
Director
0418 471 131
sandy@principals.com.au
Melbourne
Tim Riches
Group Strategy Director
0476 131 310
timr@principals.com.au
New Zealand
Steve Main
General Manager
+64 9 600 3913
steve@principals.com.au
Contact

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