What is Brand Reality Creative? (2009 Trends)

26 Mar

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 the corruption of the concept of Brand Utility that first rose to prominence in 2006; a concept that, despite what was promised by the oft repeated Nike+ story, was drowned in a tide of spam widgets.

Its starting point was in a few quotes I scribbled in my notebook copied out below:

  • “There is no market for messages.” David Searls
  • “People won’t buy brands as entertainment, they want products that entertain. Brands will need to be something people connect with and will want to engage with.” Flo Heiss
  • “It’s translating…intangible propositions into the result of something more basic and useful for society [rather than] just advertising through a medium the individual can use to make it less interrupting” Bram De Maesschalck

But Brand Reality Creative grew to be inspired by the notion of creative work that is “good enough to share“, that usefully reflects what people are doing using digitally enabled and real world channels.

Brand Reality Creative is based on the belief that useful, usable and delightful interaction engages the crowd and helps them connect, either functionally or for the purpose of self- actualisation across both real and digital spaces. It is a useful embodiment of the brand that affects the real world, not a metaphor or a distraction. It is not a tool with a logo.  It is not dry. It respects the need for stories.

brand_reality_equation1

It’s about:

  • Creating frameworks that people can use to make their own magic
  • Balancing “doing stuff for the brand (telling people)” with “doing stuff for people (achieving a goal)”
  • Acknowledging that not all brands need to be useful, some can just entertain – it’s not just utility
  • Accepting that really practical stuff can be dry
  • Creating entertainment that isn’t totally passive
  • Accepting real people’s relationship to the marketing web
  • Making work that is good enough to share

Next >> Examples of Brand Reality Creative

This is part of “The Changing Nature of Interactive Creative” whitepaper.

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3 Responses to “What is Brand Reality Creative? (2009 Trends)”

Trackbacks/Pingbacks

  1. Good enough to share: designing creative with nodal points in mind (2009 Trends) « David j Carr | Digital fragments and Brand Reality Creative - March 26, 2009

    […] Notify me of follow-up comments via email. What are real people doing in the digital world? (2009 Trends) What is Brand Reality Creative? (2009 Trends) […]

  2. 2009 Interactive Creative Trends « David j Carr | Digital fragments and Brand Reality Creative - March 26, 2009

    […] before I post again about Brand Reality Creative I thought I’d share some of my notes/slides about 2009 Interactive Creative Trends. Like I said, […]

  3. The changing nature of interactive creative (2009 Trends) « David j Carr | Digital fragments and Brand Reality Creative - March 27, 2009

    […] before we can try to answer the questions “what is Brand Reality Creative” and “why do we need to change the way we approach interactive work”, I think it […]

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