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FANFARE
FOR THE
COMMON
BRAND
A USEFUL INTRODUCTION
TO THE IMMEDIATE FUTURE
DATE: 18/02/2015
HOST: SQUARED
LOC: LONDON
LAT: 51.5207°
LONG: 0.1345°
PRES: JOHN V WILLSHIRE
TW: @WILLSH
WEB: SMITHERY.CO
PICTURE: NASA
OHAI
FANFARE
FOR THE
COMMON
BRAND
DATE: 18/02/2015
HOST: SQUARED
LOC: LONDON
LAT: 51.5207°
LONG: 0.1345°
PRES: JOHN V WILLSHIRE
TW: @WILLSH
WEB: SMITHERY.COA USEFUL INTRODUCTION
TO THE IMMEDIATE FUTURE
HELLO, WHAT DO YOU DO?
DESIGN
PROTOTYPE CULTURE
STRATEGY
PEOPLE (n x m)
THINGS(ixd)
DESIGN
PROTOTYPE CULTURE
STRATEGY
P (n x m)
T(ixd)
THE AXES OF PRAXIS
WE
ALSO
MAKE
OUR
OWN
TOOLS
WHICH YOU’LL
SEE ON FRIDAY
LET’S START
WITH SOME
USEFUL USER
FEEDBACK…
@BENTERRETT / GDS
“WHEN YOU GAVE
THE TALK, I THOUGHT
IT WAS THE WORST
WE’D HAD.
BY THE END OF THE
COURSE, I THOUGHT
IT WAS THE MOST
USEFUL.”
- ANON. SQUARED ALUMNI
YOU HAVE TO WORK IN AN
INDUSTRY OBSESSED WITH BRANDS
WE COULD HAVE AN ENDLESS
DEBATE ABOUT WHAT BRANDS ARE…
OR I CAN TRY AND GIVE YOU SOME
USEFUL WAYS TO WORK WITH THEM
I WOULD ASK THAT YOU KEEP THIS SIMPLE
THING IN MIND...
<META PRESENTATION WARNING>
LET’S TALK ABOUT
WHEN I TALKED ABOUT
FRACKING...
HTTP://RIVETIN.GS/GASLAND
“FRACKING IS AN
AGGRESSIVE, INVASIVE
TECHNIQUE FOR
EXTRACTING VALUABLE
RAW MATERIALS OUT
OF HARD TO REACH
PLACES”
PHIL ADAMS, BLONDE DIGITAL
(AND CHEMICAL ENGINEER GRAD)
ATTENTION
IS THE
MOST
VALUABLE
RAW
MATERIAL
THERE IS
FOR BRANDS
THE SOCIAL
WEB IS BUILT
FROM RAW
ATTENTION
SO ARE BRANDS
FRACKING THE
SOCIAL WEB?
“I BELIEVE THAT THE FUTURE OF
BRAND COMMUNICATIONS LIES IN
FINDING A WAY TO BECOME PART
OF COMMUNITIES, AND
COMMUNICATE WITH THEM IN A
WAY THAT IS SHARED,
PARTICIPATORY AND RECIPROCAL”
ME, SEVEN YEARS AGO, BEING A DICK
TAKEN FROM
MY 2008
IPA EXCELLENCE
DIPLOMA THESIS…
…REAPPRAISED IN
THIS BOOK COMING
IN THE SPRING
(NICK THANKS YOU IN ADVANCE)
</PLUG>
“I BELIEVE THAT THE FUTURE OF
BRAND COMMUNICATIONS LIES IN
FINDING A WAY TO BECOME PART
OF COMMUNITIES, AND
COMMUNICATE WITH THEM IN A
WAY THAT IS SHARED,
PARTICIPATORY AND RECIPROCAL”
ME, SEVEN YEARS AGO, BEING A DICK
IT NOW SOUNDS
REALLY ANNOYING
YEP, REALLY ANNOYING.
“OUR CHALLENGE IS THAT PEOPLE
REALLY DON’T CARE”
HTTP://TPDSAA.TUMBLR.COM/
MAYBE THEY'RE
JUST DIFFERENT?
“LISTENING CAREFULLY
PRODUCES CONVERSATIONS
OF TWO SORTS...
THE DIALECTIC
AND THE DIALOGIC”
RICHARD SENNETT, TOGETHER
WHAT THE F***?
DIALECTIC
FROM WORK OF
GERMAN
PHILOSOPHER GWF
HEGEL
‘THE INTERACTION
AND RESOLUTION
BETWEEN MULTIPLE
IDEAS’
RICHARD SENNETT, TOGETHER
“THE AIM IS TO
COME EVENTUALLY
TO A COMMON
UNDERSTANDING”
DIALECTIC WANTS CONSENSUS
A b C D E F G H
bA CD Fe Ge
C ADb GADf
C ADb ADfg
NO
MATTER
HOW
GOOD
THAT
CONSENSUS
IS…
DIALOGIC
FROM WORK OF
MIKHAIL BAHKTIN
“A DISCUSSION
THAT DOES NOT
RESOLVE ITSELF BY
FINDING
COMMON
GROUND...”
“[PEOPLE]
BECOME MORE
AWARE OF THEIR
OWN VIEWS AND
EXPAND THEIR
UNDERSTANDING
OF ONE
ANOTHER”
RICHARD SENNETT, TOGETHER
IN DIALOGIC
CONVERSATION,
IDEOLOGIES
COEXIST
A
b
C
D
E
F
G H
THEY
CONSTANTLY
INTERACT AND
INFORM EACH
OTHER
A
b
C
D
E
F
G H
EACH IDEOLOGY
CAN HOLD MORE
SALIENCE IN
CERTAIN
CIRCUMSTANCES
A
b
C
D
E
F
G H
CHANGES CAN
BE MADE IF A
STRATEGY DOES
NOT HAVE THE
DESIRED EFFECT
A
b
C
D
E
F
G H
THIS MIGHT NOT JUST APPLY TO
“CONVERSATION”
THIS INTERPLAY
OF IDEAS IS VERY
REMINISCENT OF
THE SOCIAL
WEB...
WHAT IF THERE
ARE DIALECTIC
AND DIALOGIC
STRUCTURES &
CULTURES
TOO?
ARE
TRADITIONAL
MARKETING
STRUCTURES
MORE
DIALECTIC?
ARE SOCIAL WEB
PLATFORMS AND
COMPANIES MORE
DIALOGIC IN
NATURE?
IT WOULD
HELP
EXPLAIN
THE
CULTURE
CLASH
ARE BRANDS
INTENTIONALLY
FRACKING THE
SOCIAL WEB?
PERHAPS...
OR IS IT THE FAULT OF A
MASSIVE CULTURAL DIVIDE?
THE SHORT VERSION…
BRAND IS NOT A PYRAMID
BRAND IS A
BITTORRENT FILE
COMPETITION
SIMPLICITY
COMPRESSION
CERTAINTY
COOPERATION
COMPLEXITY
FRAGMENTATION
EXPERIMENTATION
FAST FORWARD
TO 2015
SOCIAL NETWORKS = AD NETWORKS
SOCIAL AGENCIES = AD AGENCIES
WE FINALLY
REALLY DID IT
FRACKED?
OR JUST… ELSEWHERE?
IS FACEBOOK
JUST STABILISERS
FOR THE
SOCIAL WEB?
CAN WE
NOW RIDE
WHEREVER
WE LIKE?
SOURCE: HTTP://WWW.MTBHOLIDAYSCOTLAND.COM
IS SMALL
THE NEW
ALL?
SOURCE: KPCB 2014
HAVE WE
RETREATED
INTO DARK
SOCIAL?
*IT’S TOTALLY FUCKED UP THAT THERE
IS EVEN A NAME FOR THIS, BTW
ASK GOOD QUESTIONS
WHAT DO WE KNOW?
THE INTERNET
ISN’T GOING
ANYWHERE
PIC: MAKEZINE
PHOTO: @STEPHENKIRKWOOD
PEOPLE
WILL
CONTINUE
TO USE IT
TO MAKE
THEIR OWN
MEANING
YOU HAVE NO
CHOICE BUT TO
REAPPRAISE WHAT
‘BRAND’ MEANS
NOT THIS
BUT THIS
I DON’T CARE
WHAT IT WAS
DESIGNED TO DO.
I CARE ABOUT
WHAT IT CAN DO.
SURE, BRAND CAN DO ALL
THE THINGS IT USED TO
BUT IT CAN BE CAPABLE
OF SO MUCH MORE
UNDERSTAND
MORE ABOUT
THE TERRITORY
I ASKED
AN EXPERT
WHAT THE
INTERNET
WAS LIKE…
Q: HOW BIG IS
THE INTERNET?
“AS BIG AS THE WORLD”
Q: WHAT DOES THE
INTERNET FEEL LIKE?
“IT’S VERY SMOOTH”
Q: WHAT SHAPE IS
THE INTERNET?
“IT’S SQUARE.
SO IT CAN FIT
THROUGH
SQUARES.”
Q: HOW MUCH DOES
THE INTERNET WEIGH?
“ABOUT THIRTY TO FORTY BIRDS.”
Q: WHICH BIRDS?
“ROBINS.”
Q: WHAT DOES THE
INTERNET SOUND LIKE?
“LIKE LOTS
AND LOTS OF
DIFFERENT VOICES”
SPOT ON, WEE MAN.
DIALOGICTHERE’S THAT WORD AGAIN
DIALOGIC:
A WAY OF
UNDERSTANDING
HOW WE CREATE
MEANING…
SOURCE: WEGERIF / SENNETT
“WE” MEANS
EVERYONE
“IT IS MAKING
MEANING FOR BRANDS
AND BUSINESSES THAT IS
OUR ACTUAL DAY JOB”
RICHARD HUNTINGTON,
SAATCHI & SAATCHI
“I COULD DO THAT.
I’VE HAD PRACTICE.
GIZZA JOB.”
YOSSER HUGHES,
BOYS FROM THE BLACKSTUFF
YOU’RE NOT THE ONLY
MAKERS OF MEANING.
INSTEAD, MAKE MORE
OPPORTUNITIES FOR
MEANING TO BE MADE
HERE’S WHAT
I THINK I
MEANT SEVEN
YEARS AGO…
WHAT DOES IT MEAN TO BE
A COMMON BRAND?
A COMMON BRAND IS THE
MEANING WE MAKE TOGETHER
CUSTOMER
MAKER
PRODUCT
A COMMON BRAND IS THE
MEANING WE MAKE TOGETHER
1. COMMON MEANING
MAKE MEANING TOGETHER
THROUGH DIALOGUE…
WHAT’S THIS
FOR?
IT’S A NEW
THING WE’VE
MADE
SO, WHAT
DOES IT
DO?
WE’VE
CHANGED THE
MOTOR
TEXT CANNOT
ANSWER BACK
SOCRATES
BRANDS
DON’T
REALLY
TALK TO
PEOPLE…
TOO OFTEN
THEY’RE DEAD
WORDS ON A PAGE
BRANDS ARE GROOT
HUGH MACLEOD AKA @GAPINGVOID
YOUR JOB
IS TO TALK
TO MORE
ACTUAL
USERS…
SPOT THE EMPATHY GAP
“STOP FOR A MOMENT AND REALLY
LISTEN TO WHAT REGULAR PEOPLE
ARE GOING TO DO WITH THE
THING AND HOW THEY’RE GOING
TO REACT TO IT”
DAN HON
INCREASE YOUR SURFACE AREA
“WHAT MATTERS IS NOT SO MUCH
SIZE BUT THE DISTANCE BETWEEN
INDIVIDUAL EMPLOYEES AND THEIR
CUSTOMERS.”
DR ARNO PENZIAS
GDS USER RESEARCH GUIDE
HTTPS://WWW.GOV.UK/SERVICE-MANUAL/USER-CENTRED-DESIGN/USER-RESEARCH
1.LOOK HOW
EARLY THE
PRODUCT IS
LIVE
2.LOOK HOW
MUCH
REFINEMENT
RESEARCH
COMES
AFTER
LAUNCH…
AGENCY RESEARCH GUIDE*
LAUNCHSOME
TGIHUNCH
4 GROUPS
*NOT REALLY**
**BUT NEARLY
“SERVICES DEMAND A
DIALOGUE, A
COLLABORATIVE LEARNING
EFFORT BETWEEN
CUSTOMERS AND SERVICE
PROVIDERS.”
- MATT EDGAR
COMMON
MEANING:
KEEP
TALKING
2. COMMON UNDERSTANDING
WATCH THE
GAP BETWEEN THIS
AND THIS
IT’S A NEW
THING WE’VE
MADE
DAN DENNETT:
HOW PEOPLE
PREDICT HOW
THE THING IN
FRONT OF THEM
WILL BEHAVE…
THE PHYSICAL STANCE
BASIC THINGS ACT
AS EXPECTED
PIC: HTTP://IRATIONAL.ORG
THE DESIGN STANCE
DESIGNED THINGS SHOULD
ACT AS CREATED
THE INTENTIONAL STANCE
REPRESENTATIVE THINGS SHOULD
ACT AS INSTRUCTED.
YOUR
CUSTOMERS
TAKE ALL THESE
STANCES AT
SOME POINT
PHYSICAL
BASIC PROPERTIES
DESIGN
ARCHETYPAL QUALITIES
INTENTIONAL
EMISSARY OF BELIEFS
PHYSICAL
I WON’T BLAME YOU IF
IT GOES OFF; FOOD
DOES THAT
DESIGN
IT’S DOING THE THINGS
I EXPECT OF GOOD
CHOCOLATE BARS
INTENTIONAL
HANG ON, YOU WANT ME TO
UPLOAD PICTURES OF MY FAMILY
DOING WHAT? I’M LOST…
PRODUCT
BRAND
MATERIAL
PRODUCT
BRAND
MATERIAL
THIS IS WHERE
MEANING LIVES.
AND THE GAP IS
TOO BIG FOR A
LOT OF BRANDS…
WHAT YOU SAY BEARS LITTLE
RELATION TO WHAT YOU SELL
IT’S A NEW
THING WE’VE
MADE
??
PRODUCT
BRAND
MATERIAL
WHICH MEANS
THAT PEOPLE
WILL CREATE
THE MEANING
FOR YOU…
“A NEVER-ENDING
STREAM OF APOLOGETIC
ANSWERS TO CUSTOMER
COMPLAINTS,
PUNCTUATED BY THE
ODD, HOPEFUL BRAND
MESSAGE FROM CENTRAL
MARKETING.”
ASBURY & ASBURY
HTTP://ASBURYANDASBURY.TYPEPAD.COM/BLOG/2015/02/CONVERSATION-MY-ARSE.HTML -
PRODUCT
BRAND
MATERIAL
YOU COULD
CLOSE THE
GAP…
CLOSING
THE GAP
IS BETTER.
BUT
HARDER.
HOW MIGHT YOU
MEANINGFULLY
FILL THE GAP…?
MODERN ECONOMICS:
THE VALUE OF A THING IS
DETERMINED BY WHAT
ONE IS WILLING TO GIVE
UP TO OBTAIN THE THING
THE LABOUR
THEORY OF VALUE
THE VALUE OF SOMETHING
IS DETERMINED BY THE
LABOUR THAT WENT
INTO ITS PRODUCTION
PERHAPS THERE’S A
LABOUR THEORY OF
BRAND VALUE
FIELD NOTES
£3.33
PER PADPER PAD
£0.99
“MARKETING IS
WORLD BUILDING.
WITH UNLIMITED
BANDWIDTH WE
CAN NOW SHOW
YOU THE WORLD.”
@TOBYBARNES
USE
EVERYTHING
- @ROBPOYNTON
PRODUCT
BRAND
MATERIAL
EVERYTHING
THAT MADE
IT HAPPEN…
COMMON
UNDERSTANDING:
SHARE
EVERYTHING
3. COMMON INTENTION
SO… I WONDER
WHAT WE COULD DO
WITH THIS…?
(CRUMBS, THAT
SOUNDS RISKY…)
“LIBERATING EDUCATION
CONSISTS IN ACTS OF
COGNITION, NOT
TRANSFERALS OF
INFORMATION” PAULO FREIRE
FREIRE WARNED
AGAINST THE
“BANKING DEPOSIT”
MODEL OF
EDUCATION
RATHER THAN
TRANSMIT YOUR
INTERPRETATION OF
MEANING, MAKE
NEW MEANING
TOGETHER
“MAKING IS
THINKING”
- RICHARD SENNETT, THE CRAFTSMAN
COMMON
INTENTION:
MAKE IT
TOGETHER
WHAT DOES IT TAKE TO BE
A COMMON BRAND?
KEEP
TALKING
MAKE IT
TOGETHER
SHARE
EVERYTHING
WORKING
PRINCIPLES
FOR THE
COMMON
BRAND
FANFARE
FOR THE
COMMON
BRAND
THANK YOU
DATE: 18/02/2015
HOST: SQUARED
LOC: LONDON
LAT: 51.5207°
LONG: 0.1345°
PRES: JOHN V WILLSHIRE
TW: @WILLSH
WEB: SMITHERY.CO
PICTURE: NASA

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