We face a digital reality today where our operational model is being extended but not, as much as its theoretical domain. In order to survive in this brand new ecosystem our profession has to adapt but not necessarily to change. We have to rediscover our inherited quality of asking “what”. Because the strength of our profession lies in our ability to turn “what if” in “what is”.
The third part of this presentation asks:
What really happened to communication strategy by the digitalization of our world?
2. What happened to communication?
What really happened to communication?
What happened to people’s heads?
What happened to strategy?
What happened to agencies?
WHAT’S NEXT?
13. A B
new
insight big idea pre-test adjust LAUNCH post-test insight
big idea
Traditional Planning: linear, persuasion based
broadly targeted,idea-led, attitudinal goals
19. plan
design
launch
measure
small adjust
idea
insight
insight
small
adjust idea
plan
A plan
design design
launch adjust
small B
launch idea
measure measure
insight
small
idea
Digital Planning: increasingly targeted, non-
linear, user-led, permission based,
behavioral goals
26. WHERE & HOW DOES OUR BRAND
INTERSECT WITH HUMAN EXPERIENCE
(DIGITAL & ANALOG)
27. insight adjust
plan
plan
value idea design
launch
measure
plan
design
High
launch
measure
plan
value A value idea
idea
design
launch
measure
adjust insight
plan adjust
plan
insight
value idea B
value idea insight
plan
design adjust
launch test plan
measure
LAUNCH
Transmedia Planning: increasingly targeted,
spiral, idea led & consumer informed
advocacy based, behavioral & attitudinal
goals
33. Russell Davies
“What people actually want is stuff with some complexity,
some meat, some richness. Stuff that has depth, humor,
tension, drama etc. Not stuff that's distilled to a simple
essence. No-one ever came out of a movie and said "I really
liked that. It was really clear."
34. Primary brand proposition
secondary, tertiary brand propositions
A healthy and complete long tail of the brand. The primary proposition stills draws the hits.
But abundant shelf-space and low distribution costs enable the brand to connect with
every niche idea with its own set of loyal consumers.The red part of the curve are the big
ideas – the 20% that bring in 80% of the engagement. The orange portion of the curve
represents the hitherto ignored long tail of little ideas.
The Long tail of Brand Communication
39. Antonis Kocheilas, Managing Partner LOWE Athens
email: antonis.kocheilas@loweworldwide.com
linkedin: http://gr.linkedin.com/pub/antonis-kocheilas/6/9b8/844
I am a strategic planner by trade. I am deeply interested in all developments
in the theory and practice of Strategic Marketing and Integrated
Communications. I have a fascination around the evolutionary impact of
technology and Media on the human experience. Therefore I read extensively
on the subject and keep myself up to date in every way accessible.
An example of the transmedia way of thinking in identity design. The new visual identity of the MIT Media Lab is inspired by the community it comprises: Highly creative people from all kinds of backgrounds come together, inspire each other and collaboratively develop a vision of the future. This unique offering of the MIT Media Lab is reflected in the logo design. Each of the three shapes stands for one individual's contribution, the resulting shape represents the outcome of this process: A constant redefinition of what media and technology means today. The logo is based on a visual system, an algorithm that produces a unique logo for each person, for faculty, staff and students. Each person can claim and own an individual shape and can use it on their business card a personal website. The design encompasses all collateral, business cards, letterhead, website, animations, signage etc. A custom web interface was developed to allow each person at the Media Lab to choose and claim an own individual logo for his/her business card, as well as a custom animation software which allows to create custom animations for any video content the lab produces. \n\n