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Digital Strangelove – or How I Learned To Stop Worrying And Love The Internet October 19, 2009

Posted by David Gillespie in advertising, best of, business strategy, digital strategy, social media, social networks, storytelling, strategy, technology.
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I mentioned last week I had been staying in on weekends and up at night trying to get everything I was thinking about out of my head. The space I feel was created in my head is amazing, leaving room to think about a bunch of other projects I have on the go but have also played second fiddle to this.

I’m not presenting the below presentation as gospel, if I may be so bold as to quote myself, I am not looking for right, just for least wrong, as one of the premises I state in the presentation is that so much of this space will continue to change for a long time to come.

The deck covers a lot of ground, mainly from the point of view of where we are right now in the evolution of the Internet and culture, and where I think we’re going. I welcome feedback of all kinds, from bursts of agreement to arguments against each and every slide.

If I have moved the conversation along in even the slightest way, I have succeeded. As always, thanks for reading, I really appreciate your time.

I hope that someone gets my, I hope that someone gets my… June 15, 2009

Posted by David Gillespie in branding, conversation, storytelling.
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My Gmail inbox was out of control. I had over 1300 unread emails in it. Part of that is due to poor email handling habits on my end, but it’s also due to a lot of people sending me information I don’t want or need.

My Google Reader is also overflowing, but it’s full of content I have asked for, stuff I want and, very occasionally, need. in catching up on my feeds over lunch just now though, I came across the below video from Gary Vaynerchuk.

Vodpod videos no longer available.

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I have a lot of friends working in PR, I hope they watch the video. More than that I hope their clients do too.

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I’ve got soul but I’m not a soldier October 13, 2008

Posted by David Gillespie in philosophy, storytelling, strategy, Video Games.
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When I was in the games industry I spent a lot of time writing and thinking about how to deliver narrative in an environment where the progression of the story depended entirely on the end-user’s ability to navigate the obsacles we put in their path, all under the guise of gameplay. It sounds counter-productive, but some of those games can go for upwards of 60 hours, and running in a straight line while a plot unfolds is fun for about 67 seconds, so you have some space to fill.

One of the other crucial elements is understanding what stories you can and can’t apply. Design is invarably driven by experiences designers believe players what to have, you almost never hear a designer say “This is the story I want to tell, what is the best way to do that?”. Funnily enough, while that was my approach, very few people wanted to make my re-telling of King Lear set during the handover of Hong Kong…I can’t say I blame them. Games are, for the most part, engineered so you play the hero and affect the main course of the narrative (what little there is), so the stories are constructed within cumbersome paradigms of good vs. bad, triumph over impossible odds, saving the day and winning the girl’s heart (because you’re almost always a guy).

This may all sound fairly abstract under the harsh light of day in marketing, but the parallels are there to be drawn and should be if we want to get better at telling stories with and through our brands, products and services. I’ve said hundreds of times now – experiences facilitated by but not about a brand; this is key.

When dealing with brands we need to understand the parameters within which we have the opportunity to engage narrative, both for the benefit of an audience and for the brand itself. I’m proposing that there are three types of story-telling we engage in in marketing, and each one should be employed in different circumstances depending on what the aim is:

  1. A traditional, linear narrative where a single point is meant to be reached, leaving the audience with a very distinct idea of what the brand, product or service is about, what it means and what its intent is.
  2. A narrative with the brand at the centre of the story but with the story being generated by consumers, leaving the direction of it loosely defined, usually through a particular campaign moving in a very particular direction.
  3. Narrative with the audience at the centre of the story, narrative where the story is in fact the customer’s own, one where a person doesn’t inform the brand’s story, rather the brand plays but a part in a much larger whole. Hardest to affect, though I’ll argue the most compelling by a long way.

I’m really looking forward to getting into this. If you have any ideas or if you think there are other categories story-telling with brands can fit into, I’d love to hear from you. See you tomorrow when we tackle the first one on the list.

**Update** Tim Beveridge left a great comment below and then wrote some more on Insight + Ideas. Worth checking out!

Image courtesy of Doğuş Kozal, with thanks to compfight.

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What’s the story (morning glory)? September 25, 2008

Posted by David Gillespie in branding, marketing.

This is a laundrette around the corner from where I work. I’ve walked past it a hundred times and only just noticed the other day “The BIG Store” writing inside the wreath. Above it says “Sehold Use”; I’ve no idea what either is about.

It got me thinking though what the story behind it might be. The writing is in concrete, it isn’t plastic, it wouldn’t have been whipped up over night, whenever it was created. Sure it’s just a laundrette, but there’s a bigger story to be told.

What are the stories we want to tell our consumers? What are the ones they actually want to hear, that they’d actually be interested in? That they’d be engaged by?

How did “The BIG Store” come to be this laundrette on a backstreet in Melbourne? Give me the truth or give me fiction, it doesn’t really matter, but if there’s really nothing remarkable about you, why are we here? Even a laundrette can be remarkable.

Just tell me a story. Be more than the simple sum of your parts. For both our sakes.

You and me, and the games people play September 23, 2008

Posted by David Gillespie in branding, conversation, creativity, digital strategy, marketing, philosophy, social media, web 2.0, work/life.
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Content. Engaging content. Stories being told. Experiences facilitated by brands but not ABOUT brands. The logical extension of “This program was brought to you by…” in life after the 30-second spot is entertainment created solely for or by a brand. Entertainment that doesn’t ram a message home, but simply offers it up on a plate and says “Hey, yeah we did this. Hope you dig it.” The goal is of course still re-enforcement of whatever your brand’s values are, but there are better ways to do it than to just spit out a tagline.

The below quote from Henry Jenkins sums it up for me. I’m trying to figure out where it came from, it’s been sitting in my drafts folder for quite sometime…ahh here it is. I ❤ Google.

The key is to produce something that both pulls people together and gives them something to do…I don’t have to control the conversation to benefit from their interest

That ties in nicely to something I read over on Slideshare the other day (found by way of my friend Tim’s Insight + Ideas blog) that I liked so much I wrote on a Post-It and stuck it to my screen at work:

Autonomy (the ability to make a choice) plus Competence (a feeling like you have the necessary resources to make that choice) plus Relatedness (a sense you are working together towards a common goal) equals Happiness.

Maybe even a good deal of love for your brand.

First image courtesy of via, with thanks to compfight.

Second image courtesy of my own bad self.