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.
- 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.