The document discusses key considerations for brands and marketers in 2011, emphasizing the unpredictability of future trends and the importance of creativity and innovation. It highlights the role of brands as curators of information, the significance of product quality, and the evolving channels for communication with consumers. Additionally, it draws parallels between academic achievement and brand development, urging marketers to remain curious and open to inspiration across diverse fields.

1. 2011 THINGS
TO THINK ABOUT
(for brands and marketers)
by @inahill – Karina Hillestad, Copywriter @MediaFront
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2. 1. WHAT WILL BE THE NEXT BIG THING?
2. CAN WE PREDICT THE FUTURE?
3. WHERE TO LOOK FOR INSPIRATION?
4. CAN THE BRAND BE THE CURATOR?
5. HOW IMPORTANT IS THE PRODUCT?
6. WHICH CHANNEL BETTER IS BEST?
7. WERE CAN WE FIND THE TRENDS?
8. WHAT IS A VIRAL?
9. WHAT IS HAPPENING IN THE MARKET?
10. IS THERE A KEY TO INNOVATION?
11. HOW BIG ARE THE POSSIBILITIES?
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3. "We expect that the next big thing
will be a bigger version of the last big thing.
What we don’t expect, yet what is most likely,
is that the next big thing won’t look important to us at all
—until it’s so important that we can’t ignore it. "
– Brian Eno http://www.prospectmagazine.co.uk/2010/11/brian-eno-next-big-thing/
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4. THE NEXT BIG THING WILL
BE NOTHING LIKE THE LAST ONE
The only thing we can be shure of,
is that the next big thing will probably
be nothing like the previous one.
Who knew that the One Piece would
become a success in 2009?
What will be the One Piece of 2011?
Can we find some mechanics and
other traits shared by the successfull
brands and campaigns?
Photo credit:
Screenshot from http://www.onepiece.no
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5. CREATIVITY DRIVES THE FUTURE
Visual Futurist, Syd Mead
– technology tends to
build on itself, grow together
and cross-reference
each other
– technology is just
an assistant to the
human intellect
– creativity is the creation
of putting elements together
in different combinations,
and creativity drives the future
- science fiction is
reality ahead of future
Video resource: http://vimeo.com/17376932
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6. LOOK AT THE BIG PICTURE FOR INSPIRATION
The following model and words was made by
Matt Might who made The Illustrated Guide to a Ph.D,
to explain to a fresh batch of students what a Ph.D. is.
Please support his work at
http://matt.might.net/articles/phd-school-in-pictures/
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7. IMAGINE A CIRCLE THAT CONTAINS
all of human
knowledge
Matt Might
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8. BY THE TIME YOU FINISH ELEMENTARY
SCHOOL
you know
a little
Matt Might
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9. BY THE TIME YOU FINISH HIGH SCHOOL
you know
a bit more
Matt Might
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10. WITH A BACHELOR’S DEGREE
you gain
a speciality
Matt Might
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11. A MASTER’S DEGREE
deepens that
speciality
Matt Might
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12. READING RESEARCH PAPERS
takes you to
the edge of
human
knowledge
Matt Might
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13. ONCE YOU’RE AT THE BOUNDARY
you focus
Matt Might
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14. YOU PUSH AT THE BOUNDARY
for a few years
Matt Might
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15. UNTIL ONE DAY
the boundary
gives way
Matt Might
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16. AND, THAT DENT YOU’VE MADE
is called
a Ph.D.
Matt Might
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17. OF COURSE
the worlds
looks different
to you
now
Matt Might
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18. SO,
don’t forget
the bigger
picture!
Matt Might
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19. HOW IS THIS RELEVANT?
Your Ph.D.
is your brand,
and your field
of interest.
Let’s not forget
to be inspired
by what happens
in other fields
and in the
big picture!
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20. WHAT POSSIBILITIES HAVE THE WEB GIVEN
US?
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21. Can kids teach themselves?
Scientist, Sugatra Mitra
Hole in the Wall (HIW) experiment,
where in the year 1999 a computer was placed in a kiosk
created within a wall in an Indian slum at Kalkaji, Delhi and
children were allowed to freely use it.
The experiment aimed at proving that kids could be
taught by computers very easily without any formal training.
Sugata termed this as Minimally Invasive Education (MIE).
The experiment has since been repeated at many places.
Video resource:
http://www.ted.com/talks/sugata_mitra_shows_how_kids_teach_themselves.html
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22. "Beyond the age of information is the age of choices."
– Charles Eames
" The power of influencers is not new. But having tools available to
instantly convey personal opinions is a revolution.
As the number of choices expand, our dependence on curators
increases proportionally."
- Steve Addis http://curatoreffect.blogspot.com/
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23. CAN THE BRAND BE THE CURATOR?
"Discovery is a problem that will always need to be solved."
– John Battelle
1) Help people create an exchange value
2) Give them the tools, the motivation, the information to do so
3) Represent the culture they serve, be the senter of the thing you do
4) Pick the most qualified and enthusiasthic people to represent you
– Douglas Rushkoff http://rushkoff.com/2010/03/25/program-or-be-programmed/
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24. GOOGLE
find a strong signal LINKS
curate it at scale SEARCH ENGINE
currency HUMAN ATTENTION
FACEBOOK
find a strong signal THE SOCIAL ENGINE
curate it at scale THE FACEBOOK PLATFORM
currency HUMAN ATTENTION
TWITTER
find a strong signal TWEETS
curate it at scale THE TWITTER PLATFORM
currency HUMAN ATTENTION
TUMBLR, QUORA, GOWALLA?
– John Battelle http://battellemedia.com/archives/2010/12/signal_curation_discovery
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25. "The inflexibility to deal with individual's specific discovery needs
is still there...This is an opportunity for every brand."
– John Battelle http://battellemedia.com/archives/2010/12/signal_curation_discovery
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26. THE PRODUCT IS STILL MORE IMPORANT
THAN THE TERRITORY
Video resource:
http://www.youtube.com/watch?v=BPS9YKGaKQE
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27. WHICH CHANNEL TO CHOOSE?
"A new channel is like a new window in the brands building..."
– Khartik S. http://itwofs.com/beastoftraal/2010/12/20/social-media-roi-what-is-the-roi-of-installing-a-new-window-in-your-organization/
"A truly great story doesn’t need a gatekeeper...it just needs a
home."
– The new journalism http://www.twistimage.com/blog/archives/the-new-journalism/
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28. WHAT CHANNEL IS THE NEXT?
"Fish were the developers are" Open API Timeline
– Steve Rubel
http://www.steverubel.com/
fish-where-the-developers-are-2011-digital-tr
Share your data with open API!
«Marketers typically don't try
to becomeplatforms or court
developers, but that's
all about to change.
An ever-changing array of
platforms will erode our
fascination with single
venues and get us thinking
about how we can hedge
our bets by helping
developers succeed across
a portfolio of them.»
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Photo resource: http://blog.programmableweb.com/2011/

29. 8: THE MARKET
Sustainability!
Watch video: http://vimeo.com/10718086
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30. The Post-Consumer!
Photo resource: http://
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logic_emotion/2009/04/
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consumer-era-wont-look-
like-marketing.html

31. A VIRAL IS JUST REALL GOOD CONTENT
Y
that people
voluntarily
wants to share
Watch video: http://abcnews.go.com/US/video/homeless-man-golden-radio-voice-12539245
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32. MEDIAFRONT
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33. http://www.facebook.com/skittles
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34. EVOLVE OR DIE
Can the five key traits that innovaters share inspire us?
– Kaihan Krippendorff http://www.fastcompany.com/1711531/five-innovative-new-year-s-resolutions?partner=rss
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35. ASSOSIATE
– connect the dots
– seek the patterns in seemingly unrelated information
– find diverse sources of information and inspiration
THE MUSIC INDUSTRY
http://www.robyn.com/wedancetothebeat/
THE FASHION INDUSTRY http://looklet.com/
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36. OBSERVE
– observe intensly
– spot customer needs and emerging week signals
– put your antenna up for this months buzz topics and issues
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37. EXPERIMENT
– try things just to see if they work
– sign up to all possible new services
– launch beta products
- try five low risk experiments on behalf of the brand?
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38. QUESTION
– be curious, walk the journey of discovery
– challenge your discoveries
– Ask!
– When, what, how, who, why?
The mind is not
contained to the
cranium. It’s province is
of the infinite
imaginative spirit.
http://synapticstimuli.com/
Photo resource:
Jung-Yeon Min http://
www.kashyahildebrand.org/
zurich/min/index.html
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39. NETWORK
– without a precise goal in mind
– meet and talk to people with opposing views
– get access to a breadth of information Photo resource: http://www.exactitudes.com/
- open serendipitous opportunities
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40. DO NOT FORGET TO EXLPORE
THE UNLIMITED POSSIBILITIES
THE AMAZING WORLD WIDE WEB AND ALL THE SHARERS OUT THERE
WHO GIVE AWA THEIR KNOWLEDGE, TIME AND THOUGHTS FOR US TO BUILD UPON!
Y
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41. blog.mediafront.no
@mediafront
mediafront.no
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42. "Creativity requires the courage to let go of certainties."
– Erich Fromm
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43. PLEASE, MAKE SHURE TO READ MORE
FROM THE ORIGINAL SOURCES
http://matt.might.net/articles/phd-school-in-pictures/
http://www.exactitudes.com/
http://synapticstimuli.com/
Jung-Yeon Min http://www.kashyahildebrand.org/zurich/min/index.html
http://www.facebook.com/skittles
http://darmano.typepad.com/logic_emotion/2009/04/why-marketing-in-a-post-consumer-era-wont-look-like-marketing.html
http://www.quora.com/
http://www.onepiece.no
http://vimeo.com/17376932
http://vimeo.com/10718086
http://www.youtube.com/watch?v=BPS9YKGaKQE
http://abcnews.go.com/US/video/homeless-man-golden-radio-voice-12539245
http://www.ted.com/talks/sugata_mitra_shows_how_kids_teach_themselves.html
http://www.prospectmagazine.co.uk/2010/11/brian-eno-next-big-thing/
http://www.fastcompany.com/1711531/five-innovative-new-year-s-resolutions?partner=rss
http://rushkoff.com/2010/03/25/program-or-be-programmed/
http://battellemedia.com/archives/2010/12/signal_curation_discovery
http://curatoreffect.blogspot.com/
http://www.twistimage.com/blog/archives/the-new-journalism/
http://itwofs.com/beastoftraal/2010/12/20/social-media-roi-what-is-the-roi-of-installing-a-new-window-in-your-organization/
Questions? Contact me @inahill or @mediafront
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