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If you have read our previous articles, you know that mediocrity is something we like to talk about on OS – how in our culture, it is easier than ever to fall victim to it, to be lazy, to put in little effort and get by.Read the rest of this entry »
I am very intrigued by the work of Clay Shirky and his new book, Cognitive Surplus. The book focuses on the idea that, as humans we look to share, utilizing digital tools allowing and enabling us to do more.
“What we in the West desperately need now is a new consciousness, a broad new narrative, a new myth to live by… that is about a lot of things, but especially about living with our bodies and with nature.”
For brands, it is not longer sufficient to rely solely on great storytelling. Iconic brands must begin to offer something that is more concrete and tangible. The future for brands will be based on an ability to create something that improves peoples lives. Douglas Holt’s work speaks to the power of “Iconic Brands” in their ability to contribute to and transform a societies culture. It also addresses the actual process involved in building powerfully iconic brands.Read the rest of this entry »
We talk about it time and time again on OS, but what is emerging, as a result of the recession, the rise of social, collaborative media, the increase in cultural tourism and globalization, and so on, is a consciousness. We see consciousness as the overarching theme, under which many other societal trends that have emerged in recent times, (authenticity, transparency, sustainability), fall. However, this collective consciousness is more than a trend; it is the evolution of our thinking. A redefining of what we value, what we stand for, and a quest to discover more deeply what makes us happy, what make’s us, as David Edger’s once said, “want to save people.” These are the shifts that are shaping society today.
An interesting quotation from an intriguing brand…with OS, we often discuss the critical elements involved in building powerful, relevant and iconic brands. Nike appears to be a great example of a brand that understands how to build long-term loyalty and equity through authenticity, relevancy and connectivity.
I read a great article by JWT writer and editor Marian Berelowitz recently, Getting to Grips with the Now Web, where she discusses the growing fluidity of the Web, and increasing importance of brands understanding what the Web is becoming – a constant stream of information and consumer conversation – the Now Web.
A complete paradigm shift in marketing communications has occurred. The proliferation of Internet usage and change in media channels and connection points with consumers now provide brands with new and innovative ways to capture the attention of a new type of consumer, or existing consumers in new ways.Read the rest of this entry »