BUSCD 8: SxSW and Google Re-Brief
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#BUSCD Session 8March 12, 2012
(can you believe it)
Tuesday, March 27, 12
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SxSW
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Trends
From branded content to content brands
Distribution of content: context, device, platform
Collaboration: Creating the Code
Agency transformation: digital, iterative, prototyping
The power of the individual
Social graph > interest graph
Data
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Tuesday, March 27, 12
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Tuesday, March 27, 12
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Tuesday, March 27, 12
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Tuesday, March 27, 12
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Tuesday, March 27, 12
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Tuesday, March 27, 12
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What has changed?
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ads and messages
words and pictures
readers and viewers
brand as deliverer
writer/art director
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ads and messages
words and pictures
readers and viewers
brand as deliverer
writer/art director
experiences
code, apis
participants and collaborators
brand as connector
ux, ia, developer, engineer
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Team
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Instead of communicating products,make products worth communicating
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Skills
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Toolkit
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Consumer
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Message > Engagement > Collaboration
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What hasn’t changed?
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The power of an idea
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Question is: what is a creative idea?
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Special thanks to Google forthe Re-Brief slides and content.
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