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

6 Oct

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…

Advertisements

4 Responses to “Clouds, Crowds and Brand Reality Creative – distributed creativity and information, collaborative tools and ideas.”

  1. trashmarketing October 15, 2008 at 11:55 am #

    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

Trackbacks/Pingbacks

  1. 1. Clouds and Crowds (part 2) « David j Carr | Digital fragments and Brand Reality Creative - February 17, 2009

    […] Clouds and Crowds (part 2) OK, I know this has been a favourite subject of mine for a while […]

  2. What is Brand Reality Creative? (2009 Trends) « David j Carr | Digital fragments and Brand Reality Creative - March 26, 2009

    […] 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 […]

  3. Augmented reality future of mobile search and other AR applications « David j Carr | Digital fragments and Brand Reality Creative - June 15, 2009

    […] in sumer 2008 I wrote a whitepaper for some of our clients about Cloud and Crowd based creativity and the need to break digital out […]

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: