Most contagious 2015 report

Strategy Talk

Contagious is highlighting the key shifts in tech, consumer culture and marketing.

The rise of virtual reality. The report takes a closer look at visual culture: increasing importance of image-led social sites. The importance of mobile video: Periscope, Snapchat. Read the full report: Most_Contagious_2015_Report

Most Contagious 2015

Celebrate Life – the WHY of ID&T

Strategy Talk, The Video Section

The ‘why’ of  ID&T: the search of who you are, to give something in return, giving meaning. A very good example of Simon Sinek’s why, how what.

Creating Relevance by Design

Design & Architecture, The Video Section

The movie ‘Creating Relevance by Design’ illustrates the changing rol of design agencies from designers of ‘good products’ towards ‘creating value for their clients’.

Rory Sutherland knows how to save marketing

Strategy Talk

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 KahnemanRobert Kurzban, Dan Ariely, Robert Trivers, Gerd Gigerenzer, Timothy D Wilson and John Tooby.

The love for craftmanship #ServiceDesign

The Video Section

Watch here the story of the Inverted Bike Shop http://vimeo.com/36258512. A unique approach to business.

Oreo Whisper Fight and Faux storytelling

Strategy Talk

Oreo ad ‘Whisper Fights’ shown during super bowl 2013. And the story continues online with great faux storytelling.  For decades, consumers have been separating Oreo cookies from their cream… And then you get this.

Positioning

Strategy Talk


A new interesting presentation by Helge Tenno on positioning.

12 Archetypes by Jung

Strategy Talk

The term “archetypes”, as it is used in marketing today, has its origins in Carl Gustav Jung’s theories. He believed that universal, mythic characters— archetypes—reside within the collective unconscious of people the world over. Archetypal images represent fundamental human desires and evoke deep emotions.   There are 12 archetypes which symbolizes a basic human need, aspiration or motivation. In other words, an archetype is a human type in its purest form: the classic hero, outlaw, ruler, etc. Each type has its own set of values, meanings and personality traits.

Transmedia storytelling

Strategy Talk

Media neutral model
A single idea or thought is spread across the different touchpoints. This is believed to be more effective as the same idea is represented in various media, which reinforces the impact on the consumer. This is illustrated in the media neutral planning model. The main question here is ‘what is the right media mix?’.

www.paulabuit.nl

Transmedia narrative – a story that unfolds across different platforms. Question here is ‘how do we create fans who talk and share their experiences with their friends and social networks’? The model underneath illustrates that thought. Although the consumer experiences the brand narrative in a non-linear way, as a planner you still need to know (in a linear way) what to communicate when and how. That is the challenge.

www.paulabuit.nl