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 creative and content challenges – that the old “objective correlative” way of advertising and marketing has to evolve to a “Brand Reality Creative” approach which will hopefully be a step beyond “Brand Utility”. The paper can be downloaded here or found on my website (http://www.davidjcarr.com/clouds_crowds_whitepaper.pdf) and I will post a blog-friendly version shortly.
In fact it starts here…
David,
Thanks for your comment http://karlhavard.blogspot.com/2008/10/brand-or-stranger-who-do-you-trust.html . I’ve read a lot of the whitepaper and I can’t predict the effect the changes in TLD will make…other than, it could become quite confusing. I think websites will change dramatically, and ultimately, when the TLD registration is opened up to anybody we’ll see a “telephone directory” style of web.
Finding stuff will become much harder and therefore marketing and brand strategy needs to be far more sophisticated than it is today, and I believe will force major brands to ensure their engagement approach is a fully integrated multi-channel affair. With things such as TV, outdoor, radio maybe seeing a little resurgence as they will be the media used as the call to action to drive wen behaviour.
All that said…I think we’ll have to wait and see. Brave innovative brands will have the opportunity to pioneer the way. It will be interesting