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 [...]
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 [...]
