What is Brand Reality Creative? (2009 Trends)

The idea of what I call Brand Reality Creative – for want of a better term and I’m sure there is one – began in a whitepaper I wrote last summer as part of a series of digital workshops we were running with clients and other industry people.
Brand Reality Creative was initially a reaction to [...]

Good enough to share: designing creative with nodal points in mind (2009 Trends)

Often we have seen brands approach the internet like hedge-funds playing the stock market. So many strategies are double plays that aim to have their cake and eat it, to win no matter what the outcome but have a side order of “social” to round out the meal or case study. The result is expensive [...]

What are real people doing in the digital world? (2009 Trends)

Real people’s identities are currently scattered across services, sites and functions on the internet. As new tools, trends and fads have developed, so have the multitude of places where elements of our identity can be accessed. We have become the comments we have made, the transactions we have completed, and the user accounts we have [...]

The changing nature of interactive creative (2009 Trends)

One response to 2009’s interactive creative trends has been the creative approach we’ve been calling Brand Reality Creative. 
The approach aims to develop creative that is intrinsically structured to reflect people’s true relationship with interactive, but that doesn’t lose sight of the need to affect the real world. It aims to combine work that works hard [...]

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 [...]

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 [...]

Interactive or digital? Big ideas or rich ideas?

When people start talking about the “digital space” I always react with the belief that “interactive is a philosophy not a channel”. It’s not the technology, it’s what you do with it that counts. And even more importantly, why you do it.
An old presentation I used to give to students in my militant phase was [...]