Rory Sutherland knows how to save marketing. A very good article published in Wired where he discusses important business and behaviour issues. The human is far less a rational calculating machine than a kind of anxious, moralising, herd-like, reciprocating, image-conscious, story-telling game theorist. While facing an influx of data presented to us in everyday situations, we adopt cognitive short-cuts.
#1 The mere availability effect – mental proximity
#2 Habituation and defaults – “If nothing bad happened last time, do what I did last time.”
#3 Social proof and contagion – herd heuristic
#4 To a game theorist customer loyalty is not irrational
His recommendation: It is not to the next Steve Jobs or Bill Gates that we should look for the next great revolution in economic life, but rather to thinkers such as Daniel Kahneman, Robert Kurzban, Dan Ariely, Robert Trivers, Gerd Gigerenzer, Timothy D Wilson and John Tooby.
A well told message from Scott Berkun about how the creative process works. Listen to yourself, independent of others. Keep Going, do it anyway. Because “Making Stuff” is all about sit there and do the work. That’s the challenge. Loved this, made me get back to work with my own ideas about design thinking and strategy.
Looks at answering what the role of a Digital Strategist is in an Advertising Agency. A relative of the Communications Planner, Strategic Planner and Account Planner, Digital Strategy concentrates on understanding the digital consumer, brand, media and creativity.
Looking at the core skills of Insight Mining, Communication Planning and Digital Metrics for success.
Thanks to Mark Pollard, Ana Andjelic, Mike Arauz and the many other Digital Strategists.
This is a presentation from the online course ‘Crash Course to Digital Strategy’ that you can sign up to on Skillshare for $20 http://skl.sh/VOj2ol. See on slideshare for more interesting presentations on Strategy and Ideas.
How to capture the essence of a brand?
The Brand Key model can be a useful aid. A brand is not what you (the advertiser) say it is, it is what the consumers say it is. But, a clear brand identity will help you to get the right values across to your target group. It revolves around a key benefit, the essence, that helps your product or service stand apart from competition and which is relevant and important to the customer.
Apple = Innovation
Disney = Family Fun Entertainment
It will guide all further communication activities as this is the heart of your brand. The way you talk to your customers with what kind of messages etc.