This isn’t really about the
brief or digital... It’s about the long, slow stuff of culture, not the tech du jour It’s about digital as a type of idea, not a channel It’s about ideas and planning, not just briefs All that being said....
Technology has driven dramatic, and
continuous, change More participatory More social and communal (arguably amplifying who human beings are) More fragmented More transparent More playful ‘Always on’ Location increasingly important
“Any idea is dangerous if
it’s a person only idea” A culture full of depth and complexity The rule of 5% requires lots of matches to start a fire Why not when the economics have changed and the cost of failure is near zero?
“The mistake of science is
to pretend everything is a clock when the world is a cloud.” -Jonah Lehrer, referencing the work of Karl Popper
Coherency, not consistency specials eg
language, frappucino eg ‘skinny’ habits formation ‘my sister’ book range and options book barista Provide an culture reading uplifting experience ordering that enriches system akelah and used grounds people’s lives the bee for gardeners in store starbucks sofas and performance company social ambience and art starbucks responsibility salon africa 05 hearmusic fair trade Xm coffee music cd cause burn your own publicity cd in store Source: John Grant, ‘The Brand Innovation Manifesto’
It’s about understanding distributed identity
Google Books Blogspot Youtube Google Google Google Scholar 411 Search Google Docs Organize the world’s information Google and make it Shopping universally accessible and Google useful. labs Chrome Browser Google Maps Google.Org Google sketch Fossil fuel Challenge
Modern communication ideas are different
They are more about what they do and how they feel, not what they say They come from culture, not commerce, first (it’s about how you can make a positive contribution to culture; be interested in what people are interested in, not yourself) They are participatory and need to be designed with gaps They are always on They are liquid or linked They might not be ‘ads as we know them’ They create, don’t fill, media space; media positive not media neutral