Are Brands Fracking The Social Web?
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Transcript of Are Brands Fracking The Social Web?
john v willshirehttp://smithery.co
@willsh
6th March 2013
are brands
the social web?
http://rivetin.gs/gasland
fracking
https://plus.google.com/+WeareSquared
thoughts on marketing, the social web and collaboration, prepared for...
I’ve also left lots of rabbit holes...
http://rivetin.gs/sennett
“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)
http://rivetin.gs/storyfracking
today, i runSmithery
http://rivetin.gs/smithery
...which just became a stick that social and advertising zealots used to beat each other with...
(sorry)
http://rivetin.gs/bonfires
i wrote this in 2009...
http://rivetin.gs/communismy IPA Excellence diploma thesis
maybe this is the start of this talk, back in 2008...
“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”
http://rivetin.gs/communis
me, five years ago
“Our challenge is that people really don’t care” martin Weigel, W+K
http://rivetin.gs/hownowtofailhttp://rivetin.gs/realpeople
We’re careless in the way we use the word ‘brand’...
...when we mean company, product, service, idea,
strategic advertising....
http://rivetin.gs/bnard
Mark earls
“
”
I’ve been reading a lot of Richard Sennett lately http://rivetin.gs/sennett
three books about the skills peopleneed to sustain everyday life
The Craftsman2008
together2012
with “cities”to follow...
working well cooperation
http://rivetin.gs/craftsman
“an exchange in which the participants benefit from the encounter”
http://rivetin.gs/together
cooperationthe latest book, ‘together’ is about
“when we speak about communication skills, we focus on how to make a clear presentation, to present what we think or feel...”
Richard sennett, Together
listening carefully produces conversations of two sorts...
the dialectic and the dialogic
“
”Richard sennett, Together
dialecticfrom work of german philosopher GWF Hegel
the interaction and resolution between multiple ideas
http://rivetin.gs/hegel
dialectic“the verbal play of opposites should gradually build up to a synthesis; the aim is to come eventually to a common understanding”
Richard sennett, Together
...no matter how good that
consensus is
C ADb ADfg
http://rivetin.gs/camel
dialogicfrom work of russian philosopher Mikhail Baktin
“A discussion that does not resolve itself by finding common ground...”
Richard sennett, Together
http://rivetin.gs/bakhtin
“through the process of exchange people may become more aware of their own views and expand their understanding of one another”
Richard sennett, Together
http://rivetin.gs/enlightenment
“if we’re used to seeing the world through a centralized lens, dencentralized organizations don’t make much sense”
http://rivetin.gs/starfish
though to be fair, it’s hard to sell shoes, furniture, books,
clothes, entertainment, cameras, tellys and
stationery on the high street nowadays
"...to have achieved these results is testimony to the strength of the John Lewis brand and the commitment of all our partners to give outstanding service." Andy Street, Jan 2013
social media burns my eyes
social media changes brands forever!
big telly clients are dying!
big brand telly stuff works!
they want to create safe, attractive places for brands to place ads
http://rivetin.gs/youradhere
“The best minds of my generation are thinking about how to make people click ads”
Jeff Hammerbacher
””
“There's a little meme I've been hearing recently. Columnists repeating it, "Don't read the bottom half of the internet"...”
rob manual
http://rivetin.gs/bottomhalf
“we've abandoned core values that
used to be fundamental to the web world”
http://rivetin.gs/thewebwelost
Anil Dash, “The web we lost”
i fear the day when you look on ifttt and there’s only one channel
http://ifttt.com
‘democratising style’ is really just code for squeezing all the costs and selling it cheap
http://rivetin.gs/peterfield
Peter Field
“
”
Six Sigma seeks to improve the quality of process outputs by identifying and removing the causes of defects and minimizing variability in manufacturing and business processes.
Wikipedia
http://rivetin.gs/sixsigma
too much innovation is focussed on cost reduction rather than esteem enhancement
http://rivetin.gs/peterfield
Peter Field
“
”
“A brand is simply a collection of perceptions
in the mind of the consumer”
Paul Feldwick, 1991
http://rivetin.gs/feldwick
“ I don’t think this definition is entirely adequate.” ( )
http://rivetin.gs/farisbrand
faris yakob, 2010
the brand-as-shape with its lists and diagrams fails to help anyone easily, intuitively and memorably grasp what your brand is all about
http://rivetin.gs/onions
martin weigel
“
”
transmission model
Prof. Mark Hobart
a mechanical
the infamous
“
”http://rivetin.gs/transmission
metaphor,
“The Future of advertising 2020” by Mark Earls & John V Willshire
http://rivetin.gs/future2020
I’m really interested in the making of ‘it’ -where the making is part of the story of the ‘it’...
thomas heatherwick
“”
http://rivetin.gs/heatherwick
the labour theory of value
http://rivetin.gs/labourtheory
modern economics:
the value of a thing is determined by what one
is willing to give up to obtain the thing
The labour theory of value
the value of something is determined by the labour that went into its production
What if we stitched smaller ideas together to create a longer idea? What if we stitched smaller ideas together to create a longer idea? What if we stitched smaller ideas together to create a longer idea? What if we stitched smaller ideas together to create a longer idea? What if we stitched smaller ideas together to create a longer idea? Gareth Kay What if we stitched smaller ideas together to create a longer idea? What if we stitched smaller ideas together to create a
http://rivetin.gs/thinksmall
it’s not about the
meansof production
http://rivetin.gs/sneveoslo
Labour theory of brand value:
make everything with the infinite canvas of the internet in mind http://rivetin.gs/legoinside
you can’t build a brand pyramid for that approach
http://rivetin.gs/pyramid
if you create together dialogically...
...you can make dialogical things
cooperationcomplexity
fragmentationexperimentation
I firmly believe in the demise of the traditional campaign, and the need for constantly innovating stories around a core brand meaning
http://rivetin.gs/peterfield
“
”Peter Field
(who has studied more campaigns than all of us together will ever make)
thank youjohn v willshire
http://smithery.co@willsh
artefact Cards
http://shop.smithery.co