Another reader-suggested topic today… Here’s the question as it came in: “how is the art of ad making getting disrupted by the ‘skip this ad’ on YouTube – i.e. what message can you get across in 5 seconds to make people watch 30s?” I know I come down on advertising rather often and rather hard. But while it’s true that …
False adversaries and other obstacles [post 40/100]
“The problem is, everybody’s trying to be viewer-centric. And that’s just not going to work.” Last night at a MIPTV, someone said this to me. I managed (I think) to disguise my shock and hear him out. He’s not a bad guy, and he certainly doesn’t think that audiences are unimportant. But this statement comes from what I have discovered …
Digital snake oil (a bit about branding) [post 16/100]
Brands and branding used to be such a straightforward thing (a few centuries ago, at least). A brand differentiated one person’s products from another’s, and over time customers learned that, say, Pete made the best dark ale and Phillip’s joint salve worked better than that other guy’s (what was his name again?). All you had to do was make a …
The hero with a thousand faces (thanks, Joe Campbell)
[I’ve recently been re-reading some of the work of my hero Joseph Campbell, which inspired my talk on Monday at Next Service Design in Berlin, which you can watch here. Below is (more or less) what I talked about…] What is the soundtrack to your life? Even if you don’t have an answer, you understand the question – because every …