Brand Reality Creative – Breaking away from the objective correlative in advertising and interactive.

Traditional advertising and marketing communications are frequently based on the concept of the objective correlative4 – where an object or person (signifier) represents a value or function that is transferred to the product or service (signified). The link between the product/service and the signifier does not have to be a literal or strong one but [...]

The Crowd – Cloud linked collaborative communities, creativity and tools

What does this mean for marketers? The answer is that if you free up and increase the places and ways you can access Digital creative and communications – if you enable the Cloud – you also free up the numbers of people who have access – you enable the Crowd.
How does design and creative have [...]

The Cloud – distributed creativity, information and access

The Cloud is about distributing, accessing and publishing everywhere and sharing with everyone – a principle embodied by many a creative project or social media tool or site. So far so Web 2.0. Where it differs is that the audience for accessing, publishing and sharing everything includes you yourself, on any and all your devices [...]

The Semantic web – humanising information is more important than how you store it

“The semantic web provides a common framework that allows data to be shared and reused across application, enterprise and community boundaries” (W3C). It is a future where computers can understand the meaning of information as well as its format or type and can then serve it accordingly. It is smarter, personalised and almost infinitely granular.
In [...]

Interactive in the real world, what’s next?

Clouds, Crowds and Brand Reality Creative: distributed creativity and information, collaborative tools and ideas.
Evolutions of unseen, underlying technologies can often have the most fundamental long-term effects in the world of interactive and digital marketing. Seemingly unglamorous or technically obtuse changes can lead to an explosion in the possibilities of creativity and communications. If the adoption [...]

Clouds, Crowds and Brand Reality Creative – distributed creativity and information, collaborative tools and ideas.

This is a whitepaper on near, medium and long term interactive creative and strategy that I wrote at the end of the summer in response to a “what should we be doing/thinking next?” question from several clients. It covers my belief that the semantic web leads to the need for a new way of approaching [...]