Across North Asia, the murky, semi-closeted 2D world of ACG (Animation, Comic, Game - and now also 'N' for short novel) is aggressively taking territory from the 3D world of traditional culture by breaking down the walls that have kept them apart. And it is profoundly changing the way that brands are behaving.
Does implicit research predict customer behaviour better than conventional (rational) research? Often it does, but this is probably asking the wrong question. Because brands work at both a System 1 (emotional/implicit) level and a System 2 (rational) level, no brand can be fully explained by emotion alone.
What is it that connects the great brands of the internet age? The brands that are constantly referenced by marketers as benchmarks of performance. The inspirational usual suspects from Red Bull, to Apple, to Google, and beyond. What is the behaviour they all share - no matter their market or position in it - that allows them to capture public imagination and escape cynicism and indifference?
Put simply these great brands don't win fans by creating interesting advertising; they win fans by being interesting companies, full stop.
About a decade ago, Copernicus Consulting did a research study in the US to look at how we saw brands. Its most startling finding to me was the lack of differentiation people saw between brands. Four out of five categories were seen to have increasingly homogeneous brands and only 7% of ads were seen as different. The lack of remarkability was in itself remarkable.
Philosophy defines altruism in different ways, however most definitions will generally revolve around describing altruistic behaviours as those that benefit others rather than oneself.
The term altruism (French, altruisme) was coined by the 19thcentury philosopher - incidentally, also the founder of the discipline we now know as sociology - Auguste Comte.
Warc has again teamed up with the APSOTW – the Advertising Planning School On The Web.
This excellent initiative, run by a team of senior planners from across the world, poses challenges for up-and-coming planners and marketers. It's a chance to show off your ideas in front of a seriously, seriously senior line-up of judges.
We're lending a hand by carrying and promoting their challenges here on the Warc Blog and hopefully highlighting some of the ideas that come out of them.
You can view the previous challenges we helped out with here, and read an introduction to this latest challenge here.
Now, over to Andrew Hovells of PHD Manchester for details of the new assignment…
This post is written by Heather Andrew, CEO UK of Neuro-Insight.
The Warc 100 provides a fascinating cross-section of the breadth and depth of effective, creative work from around the world. This year's top five campaigns are no exception: winners of 2016's honours include campaigns that utilise a bedtime story, military codebreaking game and displays of deformed vegetables.
Different as they are, these campaigns all demonstrate how to engage audiences and inspire them to action. One of the features that they have in common is an understanding of the role of creative messaging on subconscious processes like emotional and memory response.
About a dozen years ago, we began to talk about the age of conversation as the web evolved to enable us to spend more time on platforms that connected people together rather than the one-way questioning of information that characterised the nature of the early web. It was a dramatic shift in our relationship with the web and had a significant impact on marketing but this shift is likely to feel far smaller than the real age of conversation we are entering now - the era of the conversational interface.
Arguably the most public face of China's e-marketing juggernaut is Singles' Day. One can't help but be in awe of the sheer scale of it: 278 million orders for 30,000 brands offering everything from smartphones to smart-looking underwear were placed in the 24-hour window, resulting in over US$ 14 billion changing hands. And it's speeding up like a rocket. This year's dollar volume was 60% greater than the year before and it was the same the year before that. And given the runaway success of it, e-comm titan Alibaba, which first commercialised this celebration of singledom, plans to use the Singles' Day concept to spearhead Alibaba's globalisation strategy. Within a year or two, this China-born shopping frenzy may become another commercialised global date like Valentine's Day – but on a whole different scale.