Disruptive technology – how brands can win

If you think about it, in the disruptive world of Amazon and Apple, pretty much everyone is your competitor no matter what sector you’re in. I was talking to a forward thinking business owner in the construction sector last week, who nevertheless was only dimly aware that Amazon were already in the industrial and business supply sector in the US with Amazon Supply and are already making plans to launch in Europe, bringing their anything, anywhere, anytime proposition with them.

But before you descend into paranoia and despair, there are many things you can do as a business owner, or marketing strategist, to make sure your brand still wins in the disruptive technology era.

You will already be aware of the companies that are innovating in your sector, and you know what they’re doing that’s different from you. You may even already be a market leader. But have you really thought about and researched the customer experience that your product or service offers, and really put yourself in your customer’s skin?

[blockquote]‘You must move from merely using technology to get the job done to disrupting yourself and your market by depending on, exploiting and pushing the boundaries of technology.’[/blockquote]

The question for a successful brand owner is not only what your clients want now, but also what they’ll want next and how will you can give it to them, even before they know they want it. Sounds difficult, I know, but it’s really a matter of continuously questioning your clients’ needs and being fast enough to anticipate them in ways that are practical and profitable for your business. Technology makes this process easier.

I remember several years ago talking with the managing director of the major saké producer in Japan to help him create a strategy to make the saké market in Europe more differentiated – more focused on brand and quality. It’s no accident that, if you ask for saké in a restaurant like Wagamama today, you’ll get something more than a lukewarm generic alcoholic drink.

Today I would have used technology and social media to drive that process, but the use of technology is crucial for all brands now, as your customers are all already online and looking for new and better buying experiences. But just using technology is already not enough if you want to be a winning brand.

‘You must move from merely using technology to get the job done to disrupting yourself and your market by depending on, exploiting and pushing the boundaries of technology.’ (Digital Disruption: Unleashing the Next Wave of Innovation, by James McQuivey, page 139).

Brands win in the disruptive technology world by using digital tools as a means of production, rather than as a means of consumption, and this applies to all territories and virtually all sectors.

[blockquote]Our clients know that people buy experiences rather than simply buy products.[/blockquote]

Our clients know that people buy experiences rather than simply buy products, and that everything that surrounds their product or service is an important part of the experience. People buy and seek out experiences, not just products, and the brand that wins offers a total product experience that benefits more people who buy it.

‘Digital disruption will no longer be a phenomenon to analyze, it will just be the way we live.’ (James McQuivey, as above, page 149).

Brands that succeed in the digital age understand that people want to use technology as it makes their lives and their jobs a lot easier, and for the B2B sector that includes other business people too. Technology can transform your life and your business and it can also make your brand succeed in a disruptive technology world.

If you want your brand to win we’re always ready to help you find the experience your customers are searching for. Let’s talk.

Eugene Burns

 

Have a look at our video THE FUTURE IS NOW

 

 

Digital disruption – let the future find you

If you’re like me you probably spend quite a lot of your time not simply running a business, but finding new ways to grow and in developing new products and partnerships. I also spend a lot of time working with other business owners to help them use new delivery channels more effectively, helping them find new markets through design and transparent technology.

I’ve written before on how major companies like Amazon and Apple use digital disruption and incisive thinking to create new territories where none existed before and develop new markets that their technology made available to them where others feared to tread.

So what does this mean for you and me? I’ve long stopped being a traditional designer/creative director who designs projects for others and goes away again. Brandlogik operates as a virtual agency, technology-driven, that not only works for clients but also develops and builds our own customer-facing projects with new spin-off brands and services.

[blockquote]We cannot predict the future for our business or our product, but ‘we start with the next possible thing our customer needs and let the future find us.’[/blockquote]

In the same way that Google revolutionised the advertising industry with Google AdSense, a new breed of design agencies are changing how they work and are finding new ways of doing business powered by technology. There’s a lot in this digitally disruptive approach for you to apply to your own business, no matter where you are, or what markets you operate in.

It helps to start with an attitude where you are open to new thinking and this is not as easy as it sounds if your business has lots of stakeholders who may justifiably have cautious viewpoints. But you do need a different mindset if you want to be part of the new business evolution. You have to be ready to keep asking questions such as who are my customers, what do they need now that I can offer them that I’m not already, and what are they likely to need in the future that I can start giving them now?

If you want to see this evolution in action have a look at jawbone.com – a company that started out making premium Bluetooth headsets, then developed their range into mobile audio devices and have now entered the health and lifestyle market with an integrated wristband and app system called UP. ‘What Jawbone does – and what you need to do – is to innovate the adjacent possible.’ (See Digital Disruption: Unleashing the Next Wave of Innovation by James McQuivey).

For Jawbone and other innovative brands, business really is an evolutionary process: ‘today birds can fly and (humans) can see because nature invented the adjacent possible.’ (Digital Disruption as above, page 76).

This means that we cannot predict the future for our business or our product, but ‘we start with the next possible thing our customer needs and let the future find us.’

The idea of letting the future find you may sound a little passive, a little laid back maybe, but it needs a positive and creative attitude and the constant questioning of what your customer wants, not just now but in the future, to really be successful. Good design, incisive thinking and an understanding of how to use transparent and nearly free technologies can help get you there.

Are you ready? It may be easier to let the future find you if you have someone who has been through the digital disruption process to chat to.

Eugene Burns

 

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Have a look at our video THE FUTURE IS NOW

 

 

An Irish Design

Is it time to put Ireland back at the centre of European design?

‘La Tène Culture lifts the Celts from being just another of the myriad European peoples. (It) establishes the Celts as a real ‘civilization’ and …bequeathed some of antiquity’s most gorgeous pieces of decorative art. Wildlife themes pushed into the realms of the abstract and fantastic. A tendril of a plant teased into itself, then spun upwards until it became pattern, a whorl, a whole inner world, leaping, coiling, dancing.’

Frank Delaney, The Celts

What we call Celtic design, the earliest form of Irish design, originates from Central Europe as did much later design movements such as the Bauhaus, the Swiss International Style and fonts such as Helvetica and Akzidenz.

The influence of Celtic La Tène culture dating from 450 BCE onwards is clear in The Book Of Kells, perhaps one of the great Irish works of graphic design, and one of the great European design projects of all time. At the time of the development of the monasteries, Ireland was a major philosophical and design influence on Western Europe and was rightly celebrated throughout the known world.

In the middle ages Ireland lost most of its former influence as it became subsumed in the English-speaking world where design was held in much less regard and there was less reverence for tradition, history and creative invention.

Glimpses of Irish creative brilliance resurfaced intermittently, in the Táin Bó Cúailnge and the writings of James Joyce that have inspired many artists and designers. Think of the transcendent brush drawings for the Thomas Kinsella translation of The Tain by Louis le Brocquy.

In the twenty-first century Ireland is becoming celebrated again and internationally respected for its technology and contributions in the areas of Big Data and web innovation. But is Celtic/Irish design ready to play a part in communicating and expressing new technological innovations? Will the book of Big Data be the new Book Of Kells?

Irish typography doesn’t need to be uncials to be authentic. Irish design is open to all types of typographic influences and is as inventive as a Neville Brody font, or as playful and thought-provoking as a Sagmeister witticism. Ampersands are a favourite of Celtic script – they take up a whole section in Aidan Meehan’s Celtic Design – Illuminated Letters, and still have a part to play in any approach to design that’s typographically inventive.

The swirls and knotwork of Celtic design are the interconnected data of twenty-first century communication.

In the area of colour there’s more to Ireland than green. Gold is prominent in the Book Of Kells and the reds and oranges of the multiplicity of Irish traditions bring a vibrant majesty to all types of design solutions. If Ireland is open to internal and external influences of all kinds then Irish design should have an openness to colours too.

The great advantage Irish design has in the twenty-first century is the ability to embrace all types and styles of imagery thanks to technical innovations. Users are open to the thrill and excitement of secular imagery. With the X-rated Game Of Thrones series being made in Northern Ireland there’s little need for outmoded monastic influences or rigorous self-censorship by local designers.

So we can say Irish design has always been at the centre of Europe as that’s where it originally come from. The knotted intricacy of Celtic design has echoes in contemporary Irish design and thinking. There’s a Celtic self-reflection about James Joyce’s Ulysses and the cubism of Joyce’s approach has the same origins as that of Braque and Picasso.

Ireland aspires to be at the bleeding edge of technology. Ireland is big in Big Data and disruptive web solutions. Dropbox, Twitter and many other innovative companies call Ireland their European home.

Irish design is perfectly placed to be part of a technological resurgence and design itself is changing and evolving with the technology. If you haven’t been there lately Dublin, for example, is in some ways more open to other cultures and influences than London.

The swirls and knotwork of Celtic design are the interconnected data of twenty-first century communication. Irish design has the opportunity to be reignited for the internet era. A knotwork of connectedness and a network of Celtic form and expression.

Do you want to be at the centre of things? Let’s talk.

Eugene Burns

 

New design thinking – getting even better results for our clients

As a new breed of design agency we’re always looking at new ways of improving our service and our skills so we can help our clients exceed their targets even faster.

We have our own moments of insight about our own business in the same way that we help provide insights for our clients. Amazon, for example, really started to gain momentum when the strategy of the company moved from trying to provide customer enjoyment to focusing on customer ecstasy.

A good way to grow your business is to examine the processes that you use and see if they are possible to improve or streamline. So we’re asking questions such as what is it that makes clients fall in love with their creative agencies and the people they use to drive their design and brand development? If you’ve tried this in your own business you’ll know it’s a very rewarding exercise that helps you see your business in a more ‘big data,’ Cubist way.

[blockquote]Amazon really started to gain momentum when the strategy of the company moved from trying to provide customer enjoyment to focusing on customer ecstasy.[/blockquote]

So we’ve started by looking at the creative thinking process itself and how it can be improved and developed to better ensure that our clients reach and exceed their goals and love the creative work we do for them even more.

ThatBreathBeyond_Cover

We’ve kicked off the process with a new pdf brochure That Breath Beyond and a new section of the site where we feature some of our new breed of design thinking and insights. It’s a collaborative process of course and we can’t reveal too much about our current and future projects but it should be interesting for anyone wanting to learn more about the design process and ultimately grow their business and their brand.

Some excerpts from the brochure:

‘Don’t just build a business. Build a business and a brand that lasts.’

‘Design is not just words and imagery. Design is the creative use of interactive technologies of all kinds. It’s what you feel.’

‘The future is constantly being created today. Feel its breath on the back of your neck. Open your eyes to see what’s next.’

So That Breath Beyond is the first step in a new approach to design thinking that moves our approach from providing client enjoyment to client ecstasy, producing design solutions that get even better results for our clients. A very worthwhile journey for our new and existing clients too.

Eugene Burns

 

 

Companies can still learn from the Apple design philosophy

Companies can still learn a lot from Steve Jobs and the Apple design philosophy he infused into the company’s products and innovations. It’s revealing to read that, although he never met his birth father, the late CEO’s adopted father had a huge influence on the university drop out’s early thinking.

‘It was important, his father said, to craft the backs of cabinets and fences properly, even thought they were hidden. “He loved doing things right. He even cared about the look of the parts you couldn’t see.” (From ‘Steve Jobs: The Exclusive Biography’ by Walter Isaacson, 2011)

Especially after his return to Apple in 1997, Jobs followed what could be called a Bauhaus aesthetic: ‘Simplicity is the ultimate sophistication’ was the phrase he often repeated and Jobs developed a Zen-like understanding of how simple elements beautifully crafted had the power to captivate users when integrated with user-centric software.

The translucent iMac – a design innovation that perhaps only someone brought up to care about the unseen parts of cabinets and fences could drive through.

The first iMac produced in the late 1998 was translucent – you could see the internal workings of the machine. The translucency connected the inner engineering of the computer to the outer design. An appealing design innovation that perhaps only someone brought up to care about the unseen parts of cabinets and fences could drive through.

It’s the kind of thinking that changed the design of desktop computers, laptops, and of course mobile phones and tablets, with a methodology that could be applied even to televisions.

‘He very much wanted to do for television sets what he had done for computers, music players and phones: make them simple and elegant. “I’d like to create an integrated television set that is completely easy to use,” he told me. “It would be seamlessly synched with all of your devices and with iCloud.” (From ‘Steve Jobs: The Exclusive Biography’ as above.)

The Jobs television revolution could still happen, as thanks to Jonny Ives and others the design philosophy is still ingrained in the company. You can still see the Bauhaus aesthetic in the sleek, streamlined lines of the brand new 27-inch iMac that sits on my desktop. As Jobs said ‘Design is the fundamental soul of a man-made creation that ends up expressing itself in successive outer layers.’

So what can you learn from the Apple approach to doing business? You go into business to be successful and to do something that defines you and transforms your life. Have you got the courage and the insight to run your business like an Apple business?

Do you have the determination to develop products and services that can change and disrupt your sector and then market and promote them in new and inventive ways? Are you able to see the big picture and still focus on the smallest, but most important details?

To begin to be successful it helps to put the design of your products and services at the very centre of your business. That’s important if you want to something more than build a business. You can build a business and a brand that lasts.

‘You should never start a company with the goal of getting rich. Your goal should be making something you believe in and making a company that will last’ Steve Jobs

The lesson for all companies from the Apple design philosophy is when you build your business, build your brand and build insanely great products and services, the profits will, with good planning, take care of themselves.

Eugene Burns

 

 

Understanding Big Data – a Cubist approach

Marketing is changing, design is changing and businesses and how they work are changing and these changes are happening quickly driven by technology. I’ve already published some thoughts on what I call the big data approach to branding and what it means for you and your business. But here are some thoughts to help you get your head around what’s different in the approach, and how it can help you grow your business.

‘The techniques of correlational analysis are being aided and enhanced by a fast-growing set of novel approaches and software that can tease out non-causal relationships in data from many different angles – rather like the way cubist painters tried to capture the image of a woman’s face from multiple viewpoints at once.’ 

From Big Data: A Revolution That Will Transform How We Live, Work and Think, London, 2013.

If you consider how you normally measure your customers, or even your social media engagement, you probably gather information from a single fixed viewpoint, such as the number of sales in a given period, or the number of Twitter followers. But what happens if you take a Cubist mindset, realising that your users, your customers and your potential business targets are dynamic, fluid, and changeable? You begin to understand that it’s more useful to take a multiplicity of viewpoints to communicate and engage with them in a more meaningful way. This is where the Cubist metaphor is very useful.

A big data approach to managing your business lets you see your business and your customers more ‘in the round’ – from as many different viewpoints as possible. This gives you a multi-dimensional view that’s more valuable when you’re making important business and brand decisions such as launching new products, or planning new campaigns.

It helps tell you what your business is doing now and in the near future, and it’s based on correlational analysis which gives you a good idea what your users and your customers will be doing too. Leaving the aesthetic considerations aside, big data gives you a Cubist viewpoint that you simply don’t get from being static and rooted in place and time.

A big data approach to managing your business lets you see your business and your customers more ‘in the round’ – from as many different viewpoints as possible.

If this sounds like a nice theory that’s of little practical value, then think about this. I’ve found that our own business is growing as we’re gathering new insights and making new data and technology-driven connections that more traditional design agencies normally miss out on. It’s an approach that’s helping us grow and develop in new and often unexpected ways.

Knowing more and knowing it faster, seeing your business and your clients and future clients from a range of different viewpoints, gives you a very valuable business advantage. So imagine what a Cubist approach could do for you today.

Eugene Burns

Of mice and men – your big data big brand moment

‘For much of history, humankind’s highest achievement arose from conquering the world by measuring it.’

There was a time long, long ago when Amazon didn’t have only techies on its payroll. They had editors and critics who evaluated and sifted through the titles that featured on the site’s pages and offered their human and insightful views on the latest books and made excellent and informed recommendations. They were celebrated in the pages of the Wall Street Journal as the US’s most influential critics as they drove so many book sales.

But then Jeff Bezos had another idea. What if the site could recommend books to users based on their individual shopping preferences? Amazon analyst Greg Linden saw a new way of doing things too. What if the site could make associations between products themselves rather than compare the preferences of people with other people? In 1998 Linden and his colleagues applied for a patent on ‘item-to-item’ collaborative filtering and the shift in approach made a big difference – a big data difference.

The company had a mice or men choice on its hands. What to put on the site – machine-driven content that showed empirical relationships between products, or reviews crafted by Amazon’s in-house book experts?

They ran tests and the data-driven sales vastly out-performed the critic-driven version. In the Amazon way the decision was made and today it’s said that at least a third of Amazon’s sales are made through data-driven recommendations and personalization systems. You could call it Amazon’s big data moment.

One important consideration is that Amazon didn’t bother too much questioning why the measurable upsurge in sales happened. They just knew that it did and acted quickly to take advantage of what the data told them. That gave the Amazon business and brand an advantage over just about every competitor they have ever had and all because they weren’t afraid to leverage the knowledge their own systems gave them. For good or ill of course.

‘Treating data as something imperfect and imprecise let’s us make superior forecasts, and thus understand our world better.’

So what does this Amazon big data moment mean for you and your business? What do you know that other people don’t and what do you have that can make your decisions faster and more accurate? That’s the big data question. Are your decisions machine-driven, gut-driven, or a little bit of both?

How do you know what will work for you and your brand and how do you decide? Do you click with your users and, perhaps more importantly, have you got the courage to find out?

Interesting questions aren’t they? I don’t have instant, off-the-peg solutions as every business and every brand is different, but if you would like to have a chat about what could be your big data, big brand moment – Let’s talk.

Eugene Burns

 

Quotations and overview of the Amazon strategy are taken from Big Data: A revolution that will transform how we live, work and think, by Viktor Mayer-Schonberger and Kenneth Cukier, 2013.

 

 

 

Mad Men new season – dramatizing the creative process

Having just returned from New York I would like to share some thoughts on the opening episode of the Mad Men new season. Warning: contains some spoilers for readers in the UK and Ireland.

In the first episode of Man Men series 6 there’s an interesting examination of the creative process intertwined in the lives of the advertising agency characters.

Early in the episode Don returns rejuvenated from a luxury winter break in Hawaii with Megan, paid for by his client Royal Hawaiian Hotel. Yet later in the episode when it comes to creating the next advertising campaign for the hotel, he allows his own emotions, his own inner inferno, to get in the way of finding a great creative solution.

Don’s past and present confusion gets in the way of the client’s brand so he fails to execute one of his killer presentations, much to the annoyance of Pete Campbell and Roger Sterling. His creative approach and his stapline ‘Hawaii – the jumping off point’ are so clouded by his own emotions that the voice of the brand and the brief itself is lost, and the great Madison Avenue Creative Director is all too visibly cast adrift in front of his disappointed client.

Don’s confusion is later contrasted with Peggy – now a senior copywriter at a rival agency of course – who is forced to come up with a new creative solution for a Koss headphones Superbowl spot, when the client gets nervous and wants to pull the advert at the last minute.

In contrast to Don, Peggy – who of course has learned so much from the master – is forced to work hard to find a stronger feature about the product that better dramatizes the brand.  And how does she find the solution? Not by looking within but by allowing the outside world to inspire her creative juices. The implication is that Peggy has grown to be a better creative by getting out of her own way and taking her creative thinking to a higher level.

There may be a lesson here for all designers and advertising creatives. Great work is not about you. It comes from finding out great things about your client’s business, or product, and getting out of the way to allow the truth to shine through to the users and the audience.

That’s not to say that there’s no room for personality in design and advertising. In fact personality is essential. It’s in the treatment – how you choose to use your skills to express the tone-of-voice of the brand. It’s the words you choose and the typeface that you use. It’s the colour, the definition and the character that you bring to the end result and what gives depth to the final work.

In many ways the creative process must be much the same as the scriptwriting process. With Dante’s Inferno echoing in your head, you may have trouble allowing long-established characters to find their true voice.

It’s this level of approach that makes the Mad Men new season something more than just another TV series. It sometimes knows when to creatively get out of the way and let the ideas and the characters speak for themselves.

Eugene Burns

Amazon and the A to Z of disruption

You’re almost certainly aware that Amazon has had one of the fastest growths in internet history and become a worldwide superbrand – the digital equivalent of Coca-Cola. Amazon is essentially one of the first and most successful Big Data companies, in that it has used its technology to extract meaning from its huge data resources and above all act on the insights that the data makes available.

The Amazon brand is its technology and it seeks to position itself as ‘the world’s most customer-centric company.’ Features such as ‘Recommendations’ and ‘Customers Who Bought This Item Also Bought’ have become paradigms for online commerce as well as the Amazon one-click and buying process. To trust the Amazon brand is to trust its technology.

To trust the Amazon brand is to trust its technology.

Amazon is of course the paradigm for online consumer delivery. I recently berated a bungling office furniture company for failing to deliver in a specific timeframe as, like you I’m sure, I’ve become so used to the Amazon process that anything less seems so much inferior.

Amazon customer service is essentially software driven and even if Amazon employees are not located in plush surroundings – we’ve all heard the stories of how they use doors for desks – the key point of Amazon service is that it normally just works seamlessly.

Core to the Amazon business, and therefore the brand, is the idea of the Digital Engine ‘a digital lever providing a significant advantage to outperform one’s competitors’

Amazon’s Jeff Bezos has outlined his three big ideas:

1. Digital enables limitless inventory

2. Digital boosts customer care

3. Digital allows high margin, lowest prices

And then there are the three As of the Amazon brand: Anything Anywhere Anytime that position Amazon as a world player without any recognizable frontiers.

But if haven’t been paying close attention to the business and restricted yourself to digging out the occasional bargain to place in your Amazon Shopping Basket and saving for later in the expectation that the price will drop, there’s lots more to ponder about the ubiquity of the Amazon brand and its future developments.

For a start Amazon are starting to become a player in the B2B sector with Amazon Supply. If you haven’t seen it take a look at the Amazon Supply site.

If you are in the B2B sector yourself how will you and your brand respond when the Amazon Supply delivery boxes start making inroads into the UK and European markets? Are your business and your brand ready to deal with the Big Daddy of Big Data and take them on at their own game?

Again if you haven’t been paying too much attention you may have noticed that LoveFilm now calls itself ‘an Amazon company’ right there under the logo. But have you seen what Amazon is doing in the film and media production sector with Amazon Studios?

Amazon is using the power of its technology-driven brand to make significant moves in a wide range of business sectors that have the potential to disrupt and reinvigorate those sectors with implications for businesses of all types regardless of size.

This is not the future, this is now. And I’m not even going to mention the computer tablet and publishing sectors where Amazon’s Big Data approach has already utterly changed everything for everyone in the market.

Is your brand ready to face competition from Amazon or another new player in your market that is ready to disrupt and change the terrain? Can you business and your brand stand comparison with an Amazon’s rock solid technology-driven positioning?

Of course the Amazon brand is far from perfect and its technological strength can also be perceived as a weakness, often revealing the company as a monolith beset by the all too human flaws of greed and wilful stubbornness.

If your business delivers a commodity or service of any kind, and especially if you deliver to your clients digitally, then Amazon is already your virtual competitor, no matter what market you’re in.

If your business delivers a commodity or service of any kind, and especially if you deliver to your clients digitally, then Amazon is already your virtual competitor, no matter what market you’re in.

The answer is that having a meaningful brand based on solid business principles and foundations is the best way to compete and be part of the disruptive process. To be a strong, recognizable and successful brand takes a lot of hard work, however, and a lot of skilful thought and design. But when you have to compete with the best in the world, you will find that all that hard work is worth it.

Eugene Burns

 

 

First Screening driven by great ideas

‘The mobile is evolving as a primary screen for consumers.’ Mobile World Conference, Barcelona 2013

There was a time when we all got our news and even some of our values from our TV set – when most major news and sporting events were a shared, national, screen-based experience. Like many of you I no longer depend on TV alone. In fact TV is my second or even third screen. My first screen depends on the time of day or where I am. Second screening no longer applies.

Thinking back it’s almost four years since we’ve had a web TV that plugs right into our home network and we bought that TV standing in front of the exact same model in John Lewis while completing the Amazon check out on my iPhone.

Before breakfast or traveling my iPhone is my first screen. That’s where I not only first see my important emails of the day – and weed out the unimportant ones – but where I catch up with all my social media feeds finding out what’s happening in design, tech, sport and general world news before logging into my retina iPad where even on the move I’ll do some more detailed web browsing and check apps for business issues of the day.

For business and for pleasure my laptop and my desktop iMac are the first screens for pretty much everything and I expect you are like me in this respect.

Things have come a long way in just a few years and we’re still just at the beginning of what’s possible. Why does this matter?

[blockquote]First screening means now more than ever it’s the ideas that drive an insanely great design or marketing campaign.[/blockquote]

Designers have always designed for multiple formats and delivery channels. I remember back in my early days at McCann-Erickson reformatting full-page adverts for Peugeot was my first real studio job.

The difference is that now different devices and channels take and reinterpret the same artwork, the same imagery, and the same design. The measurement of success is in the engagement that the design delivers and not on the number of copies sold, or adverts screened.

The mobile device is starting to become a primary screen for viewing long-form video thanks to bigger and better screens, faster processors and connectivity and evolving consumer behaviour.

‘One out of three digital media consumption minutes takes place on a mobile channel.’ Source: comScore

First screening means now more than ever it’s the ideas that drive an insanely great design or marketing campaign. The freedom from the tyranny of format and the breaking out of the standard delivery channels means it’s the quality of the thinking that’s really on display. Great ideas can drive brand engagement now rather than multi-channel frequency.

Designers still need to deliver creativity and excellent thinking through imagery and copy while clients need to back and invest in that thinking if they want their brands to feature on that first screen where creativity is the star.

Creativity is the new rock and roll. So throw that TV into the swimming pool.

 

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