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Fanfare For The Common Brand

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What does it mean to be 'a common brand'? An exploration of how the social nature of the internet fundamentally changes how, where and why meaning is created, and what people who work with brands can do as a result. Also, revealed for the first time, the answer to how much the internet weighs...

Publicada em: Marketing
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Fanfare For The Common Brand

  1. FANFARE FOR THE COMMON BRAND A USEFUL INTRODUCTION TO THE IMMEDIATE FUTURE DATE: 18/02/2015 HOST: SQUARED LOC: LONDON LAT: 51.5207° LONG: 0.1345° PRES: JOHN V WILLSHIRE TW: @WILLSH WEB: SMITHERY.CO PICTURE: NASA
  2. OHAI
  3. FANFARE FOR THE COMMON BRAND DATE: 18/02/2015 HOST: SQUARED LOC: LONDON LAT: 51.5207° LONG: 0.1345° PRES: JOHN V WILLSHIRE TW: @WILLSH WEB: SMITHERY.COA USEFUL INTRODUCTION TO THE IMMEDIATE FUTURE
  4. HELLO, WHAT DO YOU DO?
  5. DESIGN PROTOTYPE CULTURE STRATEGY PEOPLE (n x m) THINGS(ixd)
  6. DESIGN PROTOTYPE CULTURE STRATEGY P (n x m) T(ixd) THE AXES OF PRAXIS
  7. WE ALSO MAKE OUR OWN TOOLS
  8. WHICH YOU’LL SEE ON FRIDAY
  9. LET’S START WITH SOME USEFUL USER FEEDBACK… @BENTERRETT / GDS
  10. “WHEN YOU GAVE THE TALK, I THOUGHT IT WAS THE WORST WE’D HAD. BY THE END OF THE COURSE, I THOUGHT IT WAS THE MOST USEFUL.” - ANON. SQUARED ALUMNI
  11. YOU HAVE TO WORK IN AN INDUSTRY OBSESSED WITH BRANDS
  12. WE COULD HAVE AN ENDLESS DEBATE ABOUT WHAT BRANDS ARE…
  13. OR I CAN TRY AND GIVE YOU SOME USEFUL WAYS TO WORK WITH THEM
  14. I WOULD ASK THAT YOU KEEP THIS SIMPLE THING IN MIND...
  15. <META PRESENTATION WARNING>
  16. LET’S TALK ABOUT WHEN I TALKED ABOUT FRACKING... HTTP://RIVETIN.GS/GASLAND
  17. “FRACKING IS AN AGGRESSIVE, INVASIVE TECHNIQUE FOR EXTRACTING VALUABLE RAW MATERIALS OUT OF HARD TO REACH PLACES” PHIL ADAMS, BLONDE DIGITAL (AND CHEMICAL ENGINEER GRAD)
  18. ATTENTION IS THE MOST VALUABLE RAW MATERIAL THERE IS FOR BRANDS
  19. THE SOCIAL WEB IS BUILT FROM RAW ATTENTION
  20. SO ARE BRANDS FRACKING THE SOCIAL WEB?
  21. “I BELIEVE THAT THE FUTURE OF BRAND COMMUNICATIONS LIES IN FINDING A WAY TO BECOME PART OF COMMUNITIES, AND COMMUNICATE WITH THEM IN A WAY THAT IS SHARED, PARTICIPATORY AND RECIPROCAL” ME, SEVEN YEARS AGO, BEING A DICK
  22. TAKEN FROM MY 2008 IPA EXCELLENCE DIPLOMA THESIS…
  23. …REAPPRAISED IN THIS BOOK COMING IN THE SPRING (NICK THANKS YOU IN ADVANCE) </PLUG>
  24. “I BELIEVE THAT THE FUTURE OF BRAND COMMUNICATIONS LIES IN FINDING A WAY TO BECOME PART OF COMMUNITIES, AND COMMUNICATE WITH THEM IN A WAY THAT IS SHARED, PARTICIPATORY AND RECIPROCAL” ME, SEVEN YEARS AGO, BEING A DICK
  25. IT NOW SOUNDS REALLY ANNOYING
  26. YEP, REALLY ANNOYING.
  27. “OUR CHALLENGE IS THAT PEOPLE REALLY DON’T CARE” HTTP://TPDSAA.TUMBLR.COM/
  28. MAYBE THEY'RE JUST DIFFERENT?
  29. “LISTENING CAREFULLY PRODUCES CONVERSATIONS OF TWO SORTS... THE DIALECTIC AND THE DIALOGIC” RICHARD SENNETT, TOGETHER
  30. WHAT THE F***?
  31. DIALECTIC FROM WORK OF GERMAN PHILOSOPHER GWF HEGEL ‘THE INTERACTION AND RESOLUTION BETWEEN MULTIPLE IDEAS’
  32. RICHARD SENNETT, TOGETHER “THE AIM IS TO COME EVENTUALLY TO A COMMON UNDERSTANDING”
  33. DIALECTIC WANTS CONSENSUS A b C D E F G H bA CD Fe Ge C ADb GADf C ADb ADfg
  34. NO MATTER HOW GOOD THAT CONSENSUS IS…
  35. DIALOGIC FROM WORK OF MIKHAIL BAHKTIN “A DISCUSSION THAT DOES NOT RESOLVE ITSELF BY FINDING COMMON GROUND...”
  36. “[PEOPLE] BECOME MORE AWARE OF THEIR OWN VIEWS AND EXPAND THEIR UNDERSTANDING OF ONE ANOTHER” RICHARD SENNETT, TOGETHER
  37. IN DIALOGIC CONVERSATION, IDEOLOGIES COEXIST A b C D E F G H
  38. THEY CONSTANTLY INTERACT AND INFORM EACH OTHER A b C D E F G H
  39. EACH IDEOLOGY CAN HOLD MORE SALIENCE IN CERTAIN CIRCUMSTANCES A b C D E F G H
  40. CHANGES CAN BE MADE IF A STRATEGY DOES NOT HAVE THE DESIRED EFFECT A b C D E F G H
  41. THIS MIGHT NOT JUST APPLY TO “CONVERSATION”
  42. THIS INTERPLAY OF IDEAS IS VERY REMINISCENT OF THE SOCIAL WEB...
  43. WHAT IF THERE ARE DIALECTIC AND DIALOGIC STRUCTURES & CULTURES TOO?
  44. ARE TRADITIONAL MARKETING STRUCTURES MORE DIALECTIC?
  45. ARE SOCIAL WEB PLATFORMS AND COMPANIES MORE DIALOGIC IN NATURE?
  46. IT WOULD HELP EXPLAIN THE CULTURE CLASH
  47. ARE BRANDS INTENTIONALLY FRACKING THE SOCIAL WEB? PERHAPS...
  48. OR IS IT THE FAULT OF A MASSIVE CULTURAL DIVIDE?
  49. THE SHORT VERSION…
  50. BRAND IS NOT A PYRAMID
  51. BRAND IS A BITTORRENT FILE
  52. COMPETITION SIMPLICITY COMPRESSION CERTAINTY COOPERATION COMPLEXITY FRAGMENTATION EXPERIMENTATION
  53. FAST FORWARD TO 2015
  54. SOCIAL NETWORKS = AD NETWORKS
  55. SOCIAL AGENCIES = AD AGENCIES
  56. WE FINALLY REALLY DID IT
  57. FRACKED?
  58. OR JUST… ELSEWHERE?
  59. IS FACEBOOK JUST STABILISERS FOR THE SOCIAL WEB?
  60. CAN WE NOW RIDE WHEREVER WE LIKE? SOURCE: HTTP://WWW.MTBHOLIDAYSCOTLAND.COM
  61. IS SMALL THE NEW ALL? SOURCE: KPCB 2014
  62. HAVE WE RETREATED INTO DARK SOCIAL? *IT’S TOTALLY FUCKED UP THAT THERE IS EVEN A NAME FOR THIS, BTW
  63. ASK GOOD QUESTIONS
  64. WHAT DO WE KNOW?
  65. THE INTERNET ISN’T GOING ANYWHERE PIC: MAKEZINE
  66. PHOTO: @STEPHENKIRKWOOD PEOPLE WILL CONTINUE TO USE IT TO MAKE THEIR OWN MEANING
  67. YOU HAVE NO CHOICE BUT TO REAPPRAISE WHAT ‘BRAND’ MEANS
  68. NOT THIS
  69. BUT THIS
  70. I DON’T CARE WHAT IT WAS DESIGNED TO DO. I CARE ABOUT WHAT IT CAN DO.
  71. SURE, BRAND CAN DO ALL THE THINGS IT USED TO
  72. BUT IT CAN BE CAPABLE OF SO MUCH MORE
  73. UNDERSTAND MORE ABOUT THE TERRITORY
  74. I ASKED AN EXPERT WHAT THE INTERNET WAS LIKE…
  75. Q: HOW BIG IS THE INTERNET?
  76. “AS BIG AS THE WORLD”
  77. Q: WHAT DOES THE INTERNET FEEL LIKE?
  78. “IT’S VERY SMOOTH”
  79. Q: WHAT SHAPE IS THE INTERNET?
  80. “IT’S SQUARE. SO IT CAN FIT THROUGH SQUARES.”
  81. Q: HOW MUCH DOES THE INTERNET WEIGH?
  82. “ABOUT THIRTY TO FORTY BIRDS.”
  83. Q: WHICH BIRDS?
  84. “ROBINS.”
  85. Q: WHAT DOES THE INTERNET SOUND LIKE?
  86. “LIKE LOTS AND LOTS OF DIFFERENT VOICES”
  87. SPOT ON, WEE MAN.
  88. DIALOGICTHERE’S THAT WORD AGAIN
  89. DIALOGIC: A WAY OF UNDERSTANDING HOW WE CREATE MEANING… SOURCE: WEGERIF / SENNETT
  90. “WE” MEANS EVERYONE
  91. “IT IS MAKING MEANING FOR BRANDS AND BUSINESSES THAT IS OUR ACTUAL DAY JOB” RICHARD HUNTINGTON, SAATCHI & SAATCHI
  92. “I COULD DO THAT. I’VE HAD PRACTICE. GIZZA JOB.” YOSSER HUGHES, BOYS FROM THE BLACKSTUFF
  93. YOU’RE NOT THE ONLY MAKERS OF MEANING.
  94. INSTEAD, MAKE MORE OPPORTUNITIES FOR MEANING TO BE MADE
  95. HERE’S WHAT I THINK I MEANT SEVEN YEARS AGO…
  96. WHAT DOES IT MEAN TO BE A COMMON BRAND?
  97. A COMMON BRAND IS THE MEANING WE MAKE TOGETHER
  98. CUSTOMER MAKER PRODUCT A COMMON BRAND IS THE MEANING WE MAKE TOGETHER
  99. 1. COMMON MEANING
  100. MAKE MEANING TOGETHER THROUGH DIALOGUE… WHAT’S THIS FOR? IT’S A NEW THING WE’VE MADE SO, WHAT DOES IT DO? WE’VE CHANGED THE MOTOR
  101. TEXT CANNOT ANSWER BACK SOCRATES
  102. BRANDS DON’T REALLY TALK TO PEOPLE…
  103. TOO OFTEN THEY’RE DEAD WORDS ON A PAGE
  104. BRANDS ARE GROOT
  105. HUGH MACLEOD AKA @GAPINGVOID
  106. YOUR JOB IS TO TALK TO MORE ACTUAL USERS…
  107. SPOT THE EMPATHY GAP “STOP FOR A MOMENT AND REALLY LISTEN TO WHAT REGULAR PEOPLE ARE GOING TO DO WITH THE THING AND HOW THEY’RE GOING TO REACT TO IT” DAN HON
  108. INCREASE YOUR SURFACE AREA “WHAT MATTERS IS NOT SO MUCH SIZE BUT THE DISTANCE BETWEEN INDIVIDUAL EMPLOYEES AND THEIR CUSTOMERS.” DR ARNO PENZIAS
  109. GDS USER RESEARCH GUIDE HTTPS://WWW.GOV.UK/SERVICE-MANUAL/USER-CENTRED-DESIGN/USER-RESEARCH 1.LOOK HOW EARLY THE PRODUCT IS LIVE 2.LOOK HOW MUCH REFINEMENT RESEARCH COMES AFTER LAUNCH…
  110. AGENCY RESEARCH GUIDE* LAUNCHSOME TGIHUNCH 4 GROUPS *NOT REALLY** **BUT NEARLY
  111. “SERVICES DEMAND A DIALOGUE, A COLLABORATIVE LEARNING EFFORT BETWEEN CUSTOMERS AND SERVICE PROVIDERS.” - MATT EDGAR
  112. COMMON MEANING: KEEP TALKING
  113. 2. COMMON UNDERSTANDING
  114. WATCH THE GAP BETWEEN THIS AND THIS IT’S A NEW THING WE’VE MADE
  115. DAN DENNETT: HOW PEOPLE PREDICT HOW THE THING IN FRONT OF THEM WILL BEHAVE…
  116. THE PHYSICAL STANCE BASIC THINGS ACT AS EXPECTED PIC: HTTP://IRATIONAL.ORG
  117. THE DESIGN STANCE DESIGNED THINGS SHOULD ACT AS CREATED
  118. THE INTENTIONAL STANCE REPRESENTATIVE THINGS SHOULD ACT AS INSTRUCTED.
  119. YOUR CUSTOMERS TAKE ALL THESE STANCES AT SOME POINT
  120. PHYSICAL BASIC PROPERTIES DESIGN ARCHETYPAL QUALITIES INTENTIONAL EMISSARY OF BELIEFS
  121. PHYSICAL I WON’T BLAME YOU IF IT GOES OFF; FOOD DOES THAT DESIGN IT’S DOING THE THINGS I EXPECT OF GOOD CHOCOLATE BARS INTENTIONAL HANG ON, YOU WANT ME TO UPLOAD PICTURES OF MY FAMILY DOING WHAT? I’M LOST… PRODUCT BRAND MATERIAL
  122. PRODUCT BRAND MATERIAL THIS IS WHERE MEANING LIVES. AND THE GAP IS TOO BIG FOR A LOT OF BRANDS…
  123. WHAT YOU SAY BEARS LITTLE RELATION TO WHAT YOU SELL IT’S A NEW THING WE’VE MADE ??
  124. PRODUCT BRAND MATERIAL WHICH MEANS THAT PEOPLE WILL CREATE THE MEANING FOR YOU…
  125. “A NEVER-ENDING STREAM OF APOLOGETIC ANSWERS TO CUSTOMER COMPLAINTS, PUNCTUATED BY THE ODD, HOPEFUL BRAND MESSAGE FROM CENTRAL MARKETING.” ASBURY & ASBURY HTTP://ASBURYANDASBURY.TYPEPAD.COM/BLOG/2015/02/CONVERSATION-MY-ARSE.HTML -
  126. PRODUCT BRAND MATERIAL YOU COULD CLOSE THE GAP…
  127. CLOSING THE GAP IS BETTER. BUT HARDER.
  128. HOW MIGHT YOU MEANINGFULLY FILL THE GAP…?
  129. MODERN ECONOMICS: THE VALUE OF A THING IS DETERMINED BY WHAT ONE IS WILLING TO GIVE UP TO OBTAIN THE THING
  130. THE LABOUR THEORY OF VALUE THE VALUE OF SOMETHING IS DETERMINED BY THE LABOUR THAT WENT INTO ITS PRODUCTION
  131. PERHAPS THERE’S A LABOUR THEORY OF BRAND VALUE
  132. FIELD NOTES
  133. £3.33 PER PADPER PAD £0.99
  134. “MARKETING IS WORLD BUILDING. WITH UNLIMITED BANDWIDTH WE CAN NOW SHOW YOU THE WORLD.” @TOBYBARNES
  135. USE EVERYTHING - @ROBPOYNTON
  136. PRODUCT BRAND MATERIAL EVERYTHING THAT MADE IT HAPPEN…
  137. COMMON UNDERSTANDING: SHARE EVERYTHING
  138. 3. COMMON INTENTION
  139. SO… I WONDER WHAT WE COULD DO WITH THIS…?
  140. (CRUMBS, THAT SOUNDS RISKY…)
  141. “LIBERATING EDUCATION CONSISTS IN ACTS OF COGNITION, NOT TRANSFERALS OF INFORMATION” PAULO FREIRE
  142. FREIRE WARNED AGAINST THE “BANKING DEPOSIT” MODEL OF EDUCATION
  143. RATHER THAN TRANSMIT YOUR INTERPRETATION OF MEANING, MAKE NEW MEANING TOGETHER
  144. “MAKING IS THINKING” - RICHARD SENNETT, THE CRAFTSMAN
  145. COMMON INTENTION: MAKE IT TOGETHER
  146. WHAT DOES IT TAKE TO BE A COMMON BRAND?
  147. KEEP TALKING MAKE IT TOGETHER SHARE EVERYTHING WORKING PRINCIPLES FOR THE COMMON BRAND
  148. FANFARE FOR THE COMMON BRAND THANK YOU DATE: 18/02/2015 HOST: SQUARED LOC: LONDON LAT: 51.5207° LONG: 0.1345° PRES: JOHN V WILLSHIRE TW: @WILLSH WEB: SMITHERY.CO PICTURE: NASA

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