COHERENCE AND MESS INSIGHTS AND NOISE
The role for strategy in a converged world
@NickFBarhamFriday, April 18, 2014
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https://www.youtube.com/watch?v=l4q2LLX5oLw
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THE SEMIOTICS OF SAUSAGE
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other pie images here kinect, materials, etc
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SOME IMPORTANT
RELATIONSHIPSFriday, April 18, 2014
Business + creativityFriday, April 18, 2014
Business + creativityFriday, April 18, 2014
brands + culture
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People
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THE BASICS
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Challenge familiarityFriday, April 18, 2014
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Tell a great story
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Make strange connectionsFriday, April 18, 2014
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Your fans work at progressive challenger companies
employees who like Y
Y
Z .083
.583 Y
Z .050
.950 Y
Z .083
.583
Y
Z .023
.267Y
Z .047
.367 Y
Z .014
.115
Y
Z 2.26
.038 Y
Z 2.76
.537 Y
Z 3.85
.001
Y
Z .345
.045 Y
Z .076
.005 Y
Z .110
.019
employees who like Z
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Your followers align you withthe same types of brands
1.75
1.17
1.14
1.13
0.23
0.17
0.14
-‐0.20
-‐0.24
-‐0.25
-‐0.31
-‐0.36
-‐0.75
-‐1.00
high # of mutual Y followerslow # of mutual Z followers
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“It’s no surprise that more than half of the Weather Company’s ad revenue is now generated from its digital operations, analyzing millions of local climates to predict how shoppers’ habits sway with the weather. In Atlanta, ice cream consumption is higher when summers aren’t overly hot, because ice cream is less likely to melt.”
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Bring people and their worlds to life
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#LEVIS #TRUERELIGION
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#LEVIS #TRUERELIGION VIA TRUE RELIGION
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83% of women say
important factor
truth
“I AM WHATI WEAR”
MORE THAN 7 OUT OF 10 WOMAN PREFER JEANS OVER CASUAL SLACKS
Eventually, a good pair of jeans becomes your best friend
FOR THE OTHER 82%, THE QUEST FOR A “DENIM SOULMATE”IS AN EPIC MISSION...
EVEN WHEN THE JEANS GET WORN OUT
“WHEN MY JEANS IS ‘SICK’ I LOOK TO FIX THEM” OR TO BUY THE SAME ONE AGAIN..
ONLY 18% OF THEM CONSIDER “BRAND” AN IMPORTANT FACTOR IN DENIM PURCHASES
...and they alwaysgo back foranother pairpair they love, they
keep them
MORE THAN 50% WOMEN FAVOR QUALITY & DURABILITY OVER STYLE.
friends and family are
in jean purchase decisions (53%).
celebrities are a minor
of women.
THEY LOOK FOR JEANS THAT ARE COMFORTABLE (74%) AND
FLATTERING (71%)
there are a variety
body type
jean obituaries:
the reality
CONVENTION
“I AM WHAT I WEAR”
Source : lifestyle monitor survey, cotton inc, 2013
JEAN STRUGGLES
THE ROLE OF DENIM IN WOMEN’S LIVES
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If all else fails...
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skills
Develop your
specialFriday, April 18, 2014
Culture addictPresenterAudience voice
ResearcherData analyst
ModeratorInformation source
FuturologistFacilitatorStory teller
Strategic thinker
COMEDIAN
FIGHTER
SOCIAL MAVEN
EXPERTDESIGNER
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Don't get set into one form, adapt it and build your own, and let it grow, be like water Empty your mind, be formless, shapeless — like water
Now you put water in a cup, it becomes the cupYou put water into a bottle it becomes the bottle
You put it in a teapot it becomes the teapot Now water can flow or it can crash
Be water, my friendFriday, April 18, 2014
Convergence is a constant process, not an end point. Technology, creativity, and media are constantly evolving, and so is the converged company. It is a never-ending challenge to adapt a customer experience that, in our digital age, will always be in flux.
Bob Lord, CEO Razorfish
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Art And Technology Get Closer In L.A.Lori Kozlowski, Contributor, Forbes
“L.A. is a city driven by imagination and creativity; it’s natural that artists and technology entrepreneurs are thriving here.
Much recent innovation in consumer technology has been driven by design, and many tech entrepreneurs draw their inspiration from artists and aspire to artistry in their products — so I’d expect to see increased convergence between the two worlds over time.”
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THE OPPORTUNITIES AND TEMPTATIONS OF CONVERGENCE
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We have entered a new golden age, one in which technology has finally caught up with humans’ endless curiosity, and one that has the potential to revolutionize a wide swath of occupations and research fields.
David Weinberger, Too big to know
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Darwin today would not be operating this way. He would very likely be tweeting from the Beagle. He would be announcing his findings and initial ideas online, and people would be arguing with him all along, taking his ideas, applying them elsewhere, pushing back, criticizing him deeply — all of the things we do on the Web.
That work has revolutionary, incredible value, but put into the Web, it gets teased out, amplified, corrected, as well as misunderstood and degraded. Nevertheless, that Web itself has more value than the individual content, so I would expect that Darwin today would be gathering his data from clouds of linked data, trying out ideas on the Web, and drawing those ideas in the tussle. The old rhythm of knowledge and science not coincidentally is the rhythm of publishing.
The Web has completely broken that rhythm.Friday, April 18, 2014
THE STRATEGIST AS GUIDE
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DATA(AB)USE
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NEOPHILA
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the longer a technology lives,the longer it can be expected to live-ANTI-FRAGILE, NASSIM NICHOLAS TALEB
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http://www.nytimes.com/newsgraphics/2013/10/27/south-china-sea/Friday, April 18, 2014
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The intention was good: "Let's give a behind-the-scenes glimpse into the editorial process!" But you know what it ends up looking like? A bunch of people sitting in a meeting. That's it. Most of us have to endure enough conference room monotony of our own. Please don't subject us to yours as well, USA Today.
OK, so you're a gum brand. Your videos will likely involve people chewing gum. But there's really nothing -- nothing -- interesting about a person unwrapping a piece of gum and shoving it in his mouth. It's boring. The end.
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OCD*
*Obsessive Curation DisorderFriday, April 18, 2014
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There’s no such thing as information overload — only filter failure.
Clay Shirky
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CONTENT COMMERCE
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In our focus on real time content, it is easy to overlook the bigger opportunity that is the blurring of the boundaries between content and commerce. If we accept that a majority of consumers will now experience our brands not on destination websites but distributed across the stream it is essential that we begin to build the ability to transact within the stream.
Patricia McDonaldChief Strategy Officer, Isobar
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HYPERACTIVITYFriday, April 18, 2014
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The most important lesson from last Sunday’s event is perhaps this: the power of an “organising idea” for a brand.
“Red Bull gives you wings” is the brand’s time-honoured platform and one that serves not just as the consumer proposition for its energy drinks, but also as a driving force for the business and its marketing activities.
Rarely can a marketing claim have been dramatised more extravagantly. But without the brilliant distillation of the brand’s benefit down to those three words, last week’s event might never have happened. Laurence Green
Marketing101/Think Tank
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WHO WE“GREAT BRANDS CELEBRATE WHAT THEY LOVE.SUCCESSFUL BRANDS ARE NOT COLD: THEY HAVE A SOUL, A CHARACTER. IF YOUR BRAND DOES NOT HAVE A BELIEF, IF IT DOES NOT HAVE A SOUL AND DOES NOT CORRECTLY ARCHITECT ITS MESSAGES EVERYWHERE IT TOUCHES CONSUMERS, IT CAN BECOME IRRELEVANT. THE EMOTIONAL CENTRE, THE BELIEF OF A BRAND, HAS TO INFORM ITS BEHAVIOR, AND THIS CAN’T ALL BE DONE WITH THE LEFT SIDE OF THE BRAIN.”
BE MORE
HUMAN(and if in doubt)
BE MORE DOG
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technology should serve people, not the other way around
simple, intuitive brand behaviorbrand belief
gatorade is a catalyst for athletic achievement.
fuel and inspire athletes everywhere by innovating to equip them to achieve their athletic best.
brand behaviorbrand belief
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ACTION
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RISKFriday, April 18, 2014
COMPETITION
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DATA(AB)USE
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PlanningClient - CreativeBrand - CulturePeople - People
DifferentiationDefamiliarisationContent and commerceTell a great storyMake strange connectionsDevelop your special skills
In a world of flux, embrace instabilityEndless stimulation, go beyond curationProliferation of platforms, choose wiselyResist neophilia
Identify your soulFigure out how to behaveFind your rhythm
The truth lets you be brave
We’re all plannersStrategy is everywhereIt gets better with others
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