I loved this video from Volkswagen, which goes to show the power of a brand going beyond its purview to bring a benefit greater than itself to people's lives. (as well as the power of what Thaler and Sunstein's Nudge calls libertarian paternalism). More brands should really think about how to help people, beyond just RTBs.
It also raises an interesting question with viral videos as to what credit (or blame) an agency in Sweden should get for changing brand perception of a global brand in the US. For me, this video does more to improve my opinion of VW than anything Crispin has done for them here in the US.
Two TED talks I recently came across and an interesting article from Ad Age.
The first, of Dave Logan on Tribal Leadership
And the second, the inimitable Seth Godin
And the article: No More Joe Consumer
All are interesting (and flawed, in their own way, but who cares, they're interesting), with the main point being the importance of tribes (and individuals with unique backgrounds) in the spreading of ideas over the 20th Century model driven by mass production, mechanization and advertising
Good stuff. Guess I picked a good time to go back to the fringes, since that's where it all is happening.
Although the whole 'Tribes' motif could be negative (you aren't you, you're your group) the most interesting interpretations are humanistic and empowering.
What's great about this? Well in Adland all of it begins to upends the notion of the USP and the WHO. Less single minded ness, less always trying to answer the question "do we have their permission to do X' from people who are worried that the answer is no. All of this means that you don’t need people’s permission to lead them, just a good idea that you can convince people to coalesce around.
OK, they kinda got the name of the agency wrong, but I'm not complaining. It's always an honor even to be nominated (ahem).
I just found out that Wing has been nominated by LATISM (Latinos in Social Media) as one of the “Best Hispanic NY Marketing / PR Firm using Social Media”.
This is a totally spontaneous, crowd sourced nomination from the latino social media / blogging community. Apparently we are the second most nominated company.
The award show is this Thursday and whoever gets the most votes, wins.
If you want to participate in the vote, please go here or http://latism.org/latism-ny/latism-ny-finalists/
… and click on the “VOTE NOW” link. There are a number of categories that you can vote on if you wish, or leave blank. Our category is the fourth and we are at the bottom of the list.
Feel free to also forward it so we get as many votes as possible. Thanks!
In a few short interviews directed by Nicolas Heller and produced by former colleague Brian Collins for the Art Directors Club, Paula Scher talks about how the energy of the city affects her work. Part two talks about her maps, which are amazing renderings of the layers of perception that maps really represent.
She's doing the signage for our new office, which is really cool.
And part twoCheck out the piece that Dev Patnaik of Jump Associates wrote for the Fast Company blog recently.
In it he argues that the growth due to innovation that happened at P&G over the last 6+ years was the result of integrated thinking that launched their design revolution.
As a planner who has always succeeded by being a bit of a round peg in the square hole of advertising/media/technology I have to agree of the importance of this type of thinking, especially at P&G. Of course many planners (and designers and artists and creatives and my wife) who benefit from such holistic/hybrid/integrated/lateral thinking tend to come from slightly strange or mixed backgrounds which explain the predominance of funny names, bizarre ethnic mixes and odd personal histories in all of those professional creative communities.
Diversity breeds inventive minds. Fortune favors the hybrid mind.
But one question is why that thinking hasn’t spread throughout the company. I have the great pleasure of working with P&G for the last few years in both advertising, ethnic marketing and PR. And while I never cease to be impressed by the quality of the minds with whom I’ve had the chance to work in marketing and research, I can only wonder how those great minds would benefit from being unleashed by a similar desire for integrated thinking further downstream in the product development process than described in Dev's piece.
In other words, as Dev says, hybrid thinking or "the conscious blending of different fields of thought (has helped )to discover and develop opportunities that were previously unseen by the status quo”
You could say that this hasn’t happened in marketing or communications at P&G in the same way as it has in product development.
I know we’ve started to try at my agency, with some success (to cite one example among others I can't quite share yet). If I have one promise to make or one goal to set for myself for the coming year, it’ll be to unleash what this kind of thinking can bring across the board to make these products or brands to live in the world.
To do any less would be to do less than this great company deserves (even if they haven’t always realized it themselves) and less than we ourselves deserve.
Let's see how this works out. Have you tried in your sphere of influence?
I thought this was a really fun way to encourage interaction between museum, artist and viewer. The artist created the concept, initiated the performance and then let it go.
I'm looking forward to seeing it at MoMA. An interesting take on crowdsourcing and perhaps a guide to non-art related entitites interested in opening themselves to others.