For anyone certain that the Nike+ case isn’t relevant to smaller, non-global brands. These 23 minutes will hopefully change your mind, as Michael discloses a lot of the thoughts and ideas that in the end led to the Nike+ phenomenon.
I’ve picked out Itay Talgam’s presentation on Conducting Creativity as my favorite, not necessarily because it contains a lot of relevant technical stuff or hands out project experiences. It doesn’t, Itay’s focuses on putting great conductors into context under the goal of teaching his listeners about creative collaboration.
This ads to the content on this blog, because.. carrying on the theme from some of the previous posts; in order to see solutions we need to understand humans, and the interaction between them.
This would have to go without saying when we’re trying to figure out the drivers and incentives for collaboration, community and participation. And is essential in order to understand what this would mean to your company and the amount of control one protects or releases to the public.
The talk creates a beautiful and valuable perspective, touching on a range of different features related to collaboration and creativity. And… it was the only presentation I can remember that got an almost never ending standing ovation!
Here is a selection of three quotes by Itam, or him quoting others, all found in the presentation:
“It’s not only about personal style, this is a part of it, and I think an interesting part. but it’s about creating a certain set of culture that enables certain modes of collaboration between people”
“Without order nothing can exist, without chaos nothing can grow”
“The worst damage I can do to my organization is to give them a very clear indication. Why? Because that creates a one on one relations between me and the players. Which makes the ignore the ensemble and work directly with me”
As participants worlds fragment across a range of platforms, arenas, channels and screens, companies are met with an opportunity to build behind bigger ideas.
This means both the opportunity to move the marketing from messaging, to content to context. But also to explore the Brand Situation. Where the brand fits into the lives of their participants, and facilitates the situation relevant to the product, in order to create value and become invaluable.
This slideshow is a follow-up to my last one, Three Major Changes In Digital Marketing, and it tries to put these three changes into a bigger, relevant context.
I’ve added some voice-over to this one as well, even though it’s not earth shatteringly brilliant :o) It hopefully ads more value to the experience.
Future concepts or future interfaces, I love them all. Have a look at this brilliant sound-driven interface prototype / experiment, where they explain how interpretation of sounds made on surfaces translate into interactions and operations.
As the video explains there is no need for pads, infrared or voice – all you need to do is draw a “command” on the table or wall and your device reacts accordingly. Not even distance from the device seems important.
Neurosciencemarketing.com writes about the effects of audio in marketing. An informative article specifically the reference to the “wineshop”-experiment where playing french music in the shop versus german music showed a four to one and three to one preference for wine originating from the same country as the music.
Robert B. Cialdini writes about in his book “Influence“. Where a study of the turkey has shown that the mother recognizes her offspring by their specific “cheep-cheep” sound:
“Virtually all of this mothering is triggered by by one thing: the ‘cheep-cheep’ sound of young turkey chicks. Other identifying features of the chicks, such as their smell, touch or appearance, seem to play minor roles in the mothering process. If a chick makes the cheep-cheep noise, its mother will care for it; if not, the mother will ignore or sometimes kill it.”
Expert Persuasion Architects Bryan and Jeffrey Eisenberg write about sound in their books (Persuasive online copywriting and Call to action). Although it seems more of a longshot they claim that since Brocas’ Triangle is so close to the ear using sound as a persuasive tool is like taking the super highway into someones subconscious and conscious mind.
I’m not sure distance in centimeters is the most crucial element for success when it comes to marketing tools and the brain, but their reference to music and lyrics, and the fact that we learn them most easily and seem to never forget them is an interesting point.
Anyways…
Neurosciencemarketing.com writes that the research show that sound does help, as long as it is enjoyable and, as with any other experience, it reflects the excpectations of the customer. (or exceeds them)…
