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
I finally got round to watch the TedX presentation by my former Re:Set colleague Tom Kniesmeijer. I love it. It adresses the issues in our society (Zeitgeist) and what you as an individual can do with it. As he puts it: We’re doing too much. Stand still, take a look inside and train your meaning muscle. Tom Kniesmeijer introduces the revolution of meaning. And this revolution needs you!
How to design behaviour change communications for a particularly hard to reach group, young social smokers. The Ontario Ministery of Health and BBDO used insights from the target group to guide communication. The key challenge of the brief: “how can we encourage people who don’t identify themselves as smokers, to quit smoking? This resulted in the ‘Quit The Denial’ campaign.
The campaign, which compares ‘social’ smoking behaviours to a range of unflattering and ridiculous activities (farting, earwax picking, etc.), aims to reframe smoking behaviours in the minds of the audience and wider community. It was mentioned by the CNN as this might be “the best public service announcement ever…”,
A new interesting presentation by Helge Tenno on positioning.
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.
Where interactive design is going in the near future and how to respond to it, according to Prophets Design A very nice presentation.
This is a good video to watch and refresh your understanding on choice architecture and the art of persuasion by Dave Trott. Strategic stuff. Watch all 10 episodes!
Nice infographic of Stephen P. Anderson. He has a great site on design, psychology and business with some indepth thoughts about it.
Informative presentation on this topic with inspiring examples.
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.