This document discusses the evolution of communication from simple broadcasts to complex conversations. It traces the shift from one-way communication to two-way dialogues as audiences moved from passive consumers to active community members. New technologies have changed cultural practices by enabling constant 360-degree brand communication across digital and social media spaces. However, the focus should remain on emerging behaviors rather than just new technologies. The future of communication lies in understanding audiences and inviting them into brand stories through meaningful engagement and participation.
2. What happened to communication?
What really happened to communication?
What happened to people’s heads?
What happened to strategy?
What happened to agencies?
WHAT’S NEXT?
4. Sandro Botticelli's the Birth of Venus. c. 1480
Drawing is a form of visual expression that makes use of any number of
drawing instruments to mark a two-dimensional medium
5. TARGET
TRANSMITTER
BRAND TARGET RECEIVERS
TARGET
Communication as
Broadcast
6. Pablo Picasso’s cubist work
In cubist artworks instead of depicting objects from one viewpoint, the
artist depicts the subject from a multitude of viewpoints to represent the
subject in a greater context.
7. TARGET
TARGET TARGET
TARGET TARGET
TARGET TARGET BRAND TARGET TARGET
TARGET TARGET
TARGET TARGET
TARGET
Communication as
Conversation
10. Marcus Tullius Cicero
Cicero’s Rules for Good Conversation: speak clearly, do not
interrupt, be courteous, speak easily, but not too much, give
others their turn, deal seriously with serious matters,
gracefully with lighter ones, never criticize people behind their
backs, stick to subjects of general interests, do not talk about
yourself, never lose your temper.
12. Audience is the way we talk about people.
Calling them consumers assumes they are
ready and willing to consume. We don’t
think that’s the way the world works.
We need to understand audience behavior,
earn their attention and invite them into our
brand story.
13. WEB POOLS HUBS
people connected to each-other people connected to an idea people connected to a leader
Communication as
Communitization
18. Henry Jenkins, MIT
“Our focus should be not on emerging
technologies but on emerging cultural practices.”
19. Antonis Kocheilas, Managing Partner LOWE Athens
email: antonis.kocheilas@loweworldwide.com
linkedin: http://gr.linkedin.com/pub/antonis-kocheilas/6/9b8/844
I am a strategic planner by trade. I am deeply interested in all developments
in the theory and practice of Strategic Marketing and Integrated
Communications. I have a fascination around the evolutionary impact of
technology and Media on the human experience. Therefore I read extensively
on the subject and keep myself up to date in every way accessible.
Marketers need to see the media ecosystem as a whole. This involves carefully crafting a narrative and having it propagate and reverberate across four interconnected spheres -- what some are calling transmedia storytelling.\n