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john v willshire
   smithery LTD
     @willsh
Bonjour
7 years at PHD Media in London,
latterly As Chief Innovation Officer
let me take
you back to
the Glasgow
2012
olympics...
North korea and
south korea have
been enemies for
  over 70 years
so It’s a
probably not
a good idea
to mix their
flags up
Merde.
Wednesday 15th July, Hampden Park, Glasgow
North Korea Vs Columbia
NOT HAPPY
REALLY
not happy
The players come back
   out, eventually.
North korea win 2-0.
and then, the strangest
 of apologies is issued...
“   It wasn't a real flag, it was
      a flag on a video graphic
                                                     ”
                   Paul deighton, locog chief executive
Real         not Real




       eh?
this story tells us
two things
1. Scottish
people aren’t
afraid of
north korea
2. digital and physical aren’t
      different ‘things’...
“
all our metaphors are broken.
The network is not a space, and
 it’s not time, it is some other
  kind of dimension entirely.
                                                   ”
                        @jamesbridle
             http://booktwo.org/notebook/sxaesthetic/
“
all our metaphors are broken.
The network is not a space, and
                                                   ”
 it’s not time, it is some other
  kind of dimension entirely.

                        @jamesbridle
             http://booktwo.org/notebook/sxaesthetic/
let’s think about
Product, Brand and
media metaphors...
The factory makes
 an end product...
end product implies
stasis, or even death
We have made a thing,
and it is finished
products today are
never finished.
They’re just
platforms for
people to build on...
“A brand is simply a
collection of perceptions
        in the mind of the
               consumer”
                Feldwick, 1991
hey, let’s find out what
these perceptions are and
    put them in an onion...
if your brand is a bit shit,
 coat it with other stuff too




Oh look, it’s a bruce Lee Nokia N96
A brand today is more
like a bittorrent file...
“   a mechanical metaphor,
    the infamous
    transmission model ”
     Prof. Mark Hobart, SOAS, on the dominant media metaphor
                   http://mediasocialchange.net/2011/05/06/metaphors-of-media-and-social-change/
media:
let’s shout
  at people
media:
   a rented
 home for a
fixed idea...
make
product
efficiently
innovation as
 incremental
improvement
Six Sigma seeks to improve
the quality of process
outputs by identifying and
removing the causes of
defects and minimizing
variability in manufacturing
and business processes. Wikipedia
make
product
efficiently
make brand
vaguely
interesting
& buy loads
of media
“The best minds of my generation
are thinking about how to make
people click ads”
                                    ”
                    Jeff Hammerbacher
we need to
find new
metaphors...
“ media is the
   connective
tissue of society ”
           clay shirky,
           cognitive surplus
“  media is a
  vehicle for
  knowledge ”
        cesar hidalgo
        MIT media lab
“ just like
  Mediabuildings, devices,
            is hybrid,
      spaces, events etc.
 Nothing is all-digital any more
     that it’s all-physical.
                               ”
             Dan Hill, @cityofsound
edia is product is brand is med
oduct is brand is media is produ
rand is media is product is bran
 edia is product is brand is med
oduct is brand is media is produ
rand is media is product is bran
 edia is product is brand is med
oduct is brand is media is produ
rand is media is product is bran
we need new
 metaphors to
deal with what
  comes next
1. more clients will be
making things locally
rebalancing
economies towards
   manufacture
“reshoring”
            shipping costs up?
      labour costs as % down?
Then you bring it back home
http://www.inc.com/eric-markowitz/the-long-journey-home-why-manufacturing-is-returning-to-the-usa.html
2. people care more
about what they buy
“   The internet is biased
    towards fact. 
    People don’t care about your
    brand mythology, they care about
    where your product is made and
    what’s in it.
                                    ”
                         douglas rushkoff
3. the things are...
      ALIVE!!!!
“ SPIMES: Material
Instantiations of an
 immaterial system
                        ”
            Bruce Sterling
“
Physical things directly connected to
their metadata about use
and constructioN
                    ”     Matt Jones, Berg
media ships as part
 of every product
“My
 Tuna is
a spime”
        Dan
   Williams
  @iamdanw
the infrastructure
is evolving quickly
it will only
get a lot,

lot
stranger
The NEw yorker, 1946
1. Clients will be closer to
   making things...

2. people will look more closely
   at the things they buy...

3. Things contain media for
   agencies to create for...
but what do
clients & agencies
   know about
 making things?
you are the
ruiners of all
things
good bill hicks on marketers
C3po
demeans
himself
for a washing
machine
really?
The Star
Wars
Holiday
Special
looks
classy in
comparison
you are the
ruiners of all
things
good
though actually...
people stopped
caring in
1999
so what is actually being ruined here?
WHY RUIN your brand
 WITH STAR WARS?
there is
nothing in
here that’s
interesting
get me
Darth Vadar
you are the
ruiners of all
things
good
So how might you go
 about it instead?
less world building
world borrowing
                more
the labour
theory of value
developed   ...and
by adam     later by
smith...    karl
            marx
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
Field Notes
£0.99     £3.33
per pad   per pad
We’d rather
buy this world...
...than
this world
“marketing is
world building.
With unlimited
bandwidth we
can now show
you the world.”
      @TobyBarnes
To Do a common thing
uncommonly well
brings success
            henry john heinz
“   I’m really interested in
    the making of ‘it’ -where
    the making is part of the
                       ”
    story of the ‘it’...


                    thomas heatherwick
Marx was
half right...
it’s not about the

means
of production

http://www.voyoslo.com/wp-content/uploads/
2012/10/Means-of-Production-PLAYFUL12.006.jpg
it’s about the
meaning
in production
upon
layer
 upon
layer
 upon
layer
 upon
Labour theory
of brand value:



make every product with
the infinite canvas of
the internet in mind
                           Picture: Greg Petchkovsky
                          http://vimeo.com/43442146
make
people
want
things
make
things
people
want
Merci
john@smithery.co
@willsh
http://smithery.co
http://shop.smithery.co

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