Tag Archives: whitepapers

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.

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

26 Mar

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 and doesn’t reflect the reality of the net.

The internet lets the crowd raise-up the things it likes with links and tags and re-posts, and damn the things it doesn’t like with a pointed lack of attention. Old passive message, big idea, objective correlative creative with a big call to action, and series of key frame proof points doesn’t cut it anymore. There is too much noise: now things have to be good enough to share.

But just because something is good enough to share and inherently interesting doesn’t mean it will catch on and spread through the network. The work that is interesting must be structured for the network, as demonstrated by SharedEgg. It must allow the crowd to create nodal points within their part of the network. It must also contain an idea that can be reprocessed and played with, passed on and owned.

This gives us two key challenges, one commercial and one sociological: (1) how do we make things that are good enough to share, and good enough to create or contribute to nodal points; and (2) how do we use creative to help shape the network so that the nodal points it throws up in the future are useful and “the best for society”? I believe that Brand Reality Creative is one answer.

Next >> What is Brand Reality Creative?

 

 


A Nodal point is a (potentially distributed) collection of content, conversations and links that spread a meme/concept and cause the ideas and journeys around it to be reshaped and dragged just like a planet’s mass influences the passage of time around it. It is a key point in the narrative of the net.

 

 

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