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...
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
12. âWHEN YOU GAVE
THE TALK, I THOUGHT
IT WAS THE WORST
WEâD HAD.
BY THE END OF THE
COURSE, I THOUGHT
IT WAS THE MOST
USEFUL.â
- ANON. SQUARED ALUMNI
13. YOU HAVE TO WORK IN AN
INDUSTRY OBSESSED WITH BRANDS
14. WE COULD HAVE AN ENDLESS
DEBATE ABOUT WHAT BRANDS AREâŠ
15. OR I CAN TRY AND GIVE YOU SOME
USEFUL WAYS TO WORK WITH THEM
16. I WOULD ASK THAT YOU KEEP THIS SIMPLE
THING IN MIND...
19. âFRACKING IS AN
AGGRESSIVE, INVASIVE
TECHNIQUE FOR
EXTRACTING VALUABLE
RAW MATERIALS OUT
OF HARD TO REACH
PLACESâ
PHIL ADAMS, BLONDE DIGITAL
(AND CHEMICAL ENGINEER GRAD)
23. âI 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 RECIPROCALâ
ME, SEVEN YEARS AGO, BEING A DICK
26. âI 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 RECIPROCALâ
ME, SEVEN YEARS AGO, BEING A DICK
116. SPOT THE EMPATHY GAP
âSTOP FOR A MOMENT AND REALLY
LISTEN TO WHAT REGULAR PEOPLE
ARE GOING TO DO WITH THE
THING AND HOW THEYâRE GOING
TO REACT TO ITâ
DAN HON
117. INCREASE YOUR SURFACE AREA
âWHAT MATTERS IS NOT SO MUCH
SIZE BUT THE DISTANCE BETWEEN
INDIVIDUAL EMPLOYEES AND THEIR
CUSTOMERS.â
DR ARNO PENZIAS
118. 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
LAUNCHâŠ
130. PHYSICAL
I WONâT BLAME YOU IF
IT GOES OFF; FOOD
DOES THAT
DESIGN
ITâS DOING THE THINGS
I EXPECT OF GOOD
CHOCOLATE BARS
INTENTIONAL
HANG ON, YOU WANT ME TO
UPLOAD PICTURES OF MY FAMILY
DOING WHAT? IâM LOSTâŠ
PRODUCT
BRAND
MATERIAL
134. âA NEVER-ENDING
STREAM OF APOLOGETIC
ANSWERS TO CUSTOMER
COMPLAINTS,
PUNCTUATED BY THE
ODD, HOPEFUL BRAND
MESSAGE FROM CENTRAL
MARKETING.â
ASBURY & ASBURY
HTTP://ASBURYANDASBURY.TYPEPAD.COM/BLOG/2015/02/CONVERSATION-MY-ARSE.HTML -
164. 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