Tension
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The document discusses how tension is necessary for attention and marketing. It outlines three typical sources of tension: 1) contrasting needs within consumers, like health vs enjoyment, 2) cultural tensions in society, and 3) tensions within or between companies. The document advocates for "alchemy" in resolving tensions by combining opposing elements, like McDonald's did with its McWrap by combining fast food with a made-to-order feel. An overarching message is that tension is everywhere and marketers can harness it through strategic choices that balance opposing needs or perspectives.
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This document discusses moving away from traditional assumptions about education, success, and what really matters. It questions focusing so much on measurement, standardized tests, and seeing school as a business. Instead, it advocates embracing not knowing, unleashing people to do meaningful work, and defining success as how well the people around you are doing. It envisions community as school, with real-world problems as the curriculum. The overall message is that simple rules and trusting relationships within a community may better serve human spirit than the current education system.
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2013 Trends NRF
The document discusses several trends that the author predicts will be important in the coming years, including:
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2. A shift toward austerity living and frugality as economic uncertainty continues, including collaborative consumption models.
3. The rise of alternative economic systems like bartering as alternatives to traditional cash economies.
4. A rethinking of perfection and an increased acceptance of imperfections and authenticity.
5. Changing gender roles with fathers taking on more childrearing responsibilities traditionally associated with mothers.
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1000heads: Brand anthropomorphism
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Greater Good
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Greetings,
Hawk Energy is pleased to present you with the latest energy news
NewBase 20 June 2024 Energy News issue - 1731 by Khaled Al Awadi
Regards.
Founder & S.Editor - NewBase Energy
Khaled M Al Awadi, Energy Consultant
MS & BS Mechanical Engineering (HON), USAGreetings,
Hawk Energy is pleased to present you with the latest energy news
NewBase 20 June 2024 Energy News issue - 1731 by Khaled Al Awadi
Regards.
Founder & S.Editor - NewBase Energy
Khaled M Al Awadi, Energy Consultant
MS & BS Mechanical Engineering (HON), USAGreetings,
Hawk Energy is pleased to present you with the latest energy news
NewBase 20 June 2024 Energy News issue - 1731 by Khaled Al Awadi
Regards.
Founder & S.Editor - NewBase Energy
Khaled M Al Awadi, Energy Consultant
MS & BS Mechanical Engineering (HON), USAGreetings,
Hawk Energy is pleased to present you with the latest energy news
NewBase 20 June 2024 Energy News issue - 1731 by Khaled Al Awadi
Regards.
Founder & S.Editor - NewBase Energy
Khaled M Al Awadi, Energy Consultant
MS & BS Mechanical Engineering (HON), USAGreetings,
Hawk Energy is pleased to present you with the latest energy news
NewBase 20 June 2024 Energy News issue - 1731 by Khaled Al Awadi
Regards.
Founder & S.Editor - NewBase Energy
Khaled M Al Awadi, Energy Consultant
MS & BS Mechanical Engineering (HON), USAGreetings,
Hawk Energy is pleased to present you with the latest energy news
NewBase 20 June 2024 Energy News issue - 1731 by Khaled Al Awadi
Regards.
Founder & S.Editor - NewBase Energy
Khaled M Al Awadi, Energy Consultant
MS & BS Mechanical Engineering (HON), USA
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Tension
- 1. Men more frequently require to be reminded than informed Samuel Johnson
- 2. We all know the trends
- 6. Authen?city
- 7. Mobile
- 9. All of those are the usual suspects
- 10. Now let’s look at trends a liEle differently
- 11. Modern marke?ng
- 12. First, hun?ng for customers anksy, Trolley hunters
- 13. Then, a war over ,me
- 14. Then, a war over aEen?on
- 15. But aEen?on is not enough
- 16. You need TENSION
- 17. There’s no aEen?on without tension
- 18. Jesse Desjardins, 100+ beau?ful slides from Cannes Lions ‘13
- 20. Jesse Desjardins, 100+ beau?ful slides from Cannes Lions ‘13
- 23. For there is no quality in this world that is not what it is merely by contrast. Herman Melville Truly to enjoy bodily warmth some small part of you must be cold.
- 24. Where do we find tension?
- 26. 3 typical ways
- 27. 1. Tension between consumers’ own contras?ng needs
- 29. The product vs. how it’s produced
- 30. Expec?ng corpora?ons to behave responsibly vs. behaving responsibly as a consumer
- 32. Work vs. life
- 34. Business vs. society
- 36. 3. Tension within a company or between a company and its ecosystem
- 37. Marke?ng vs. other func?ons
- 38. A company vs. its channels
- 39. How do you solve the tension?
- 41. Tension Choice Low High And Or Focus Alchemy High risk Low risk
- 42. Tension Choice Low High And Or Focus Alchemy High risk Low risk
- 45. Tension Choice Low High And Or Focus Alchemy High risk Low risk
- 47. Tension Choice Low High And Or Focus Alchemy High risk Low risk
- 50. More and more, global brands need to prac?ce alchemy
- 51. Tension Choice Low High And Or Focus Alchemy High risk Low risk
- 53. McWrap: fast vs. real, machined vs. fresh
- 55. There’s no aEen?on without tension
- 56. Thank you Please help with picture credits