The more I think about the future of money; the future of rewards; the future of social media and the future of mobile....the more i think that we're talking about just one thing, not four.
Last week I saw WIRED's editor, David Rowan, deliver his trends talk at the IPA 44, and whilst it covered a lot of trends we've all been thinking about for a while, the sheer number of examples he gave of initiatives, start-ups, services and platforms that are already live and exhibiting these trends really bought home the sheer pace and acceleration of everyday change that we are now undergoing.
Thinking a lot about the post-recessionary consumer, I went back to John Gerzema's talk on the 'post-crisis consumer'.
It's fascinating really because he gives numerous examples of how consumer mindsets and behaviour has changed as a result of the recession; and also how brands and services are responding to this to deliver to a new set of needs.
His big point really is that consumers are now looking to buy into Value + Values - looking for brands that will deliver both great value and will do the right thing ( a bit of a Triple Bottom Line theme) but this seems a bit high falutin' to me when people can't afford to buy an extra tin of beans, or are having to feed their family for a fiver!
So watching the TV one night last week, I was treated to the latest iteration of the BMW’s big idea: Joy. I say treated with a sense of cynicism actually because what joy was in it for me? It didn’t make me feel joyful, I didn’t immediately want to share any joy, and I couldn’t even intellectually understand the concept BMW were presenting to me. Even the straycat that comes to visit now and then, seemed a bit non-plussed. Why? Because this communication lacked any sense of Joy.
The brand was so busy ‘telling’ me that it was about Joy, that there seemed none left over for me to feel. As every one knows, Joy is a response that comes as a result of some other stimulus. If you entertain me, I might feel happy; if you interest me I might feel amazed; if you provoke me, I might feel energised. And if you show me generosity, I may well feel Joy.
It's Advertising Jim, but not as we know it.
In 2006, Jeff Howe wrote about crowdsourcing in areas such as TV content, Amazon's web-based marketplace for computing tasks, and Corporate R&D, including the story of how outsourcing had solved a problem that had stumped the in-house researchers at Colgate-Palmolive. It showed the merit in connecting with brainpower outside the company capitalizing on, as sociologist Mark Granovetter describes it, "the strength of weak ties".
Sounds good. So why should Advertising Idea Creation be excluded from the practice of low cost outsourcing, tapping a broad range of information, knowledge and experience? I think two reasons: