would just do it get you to nike+?
04/11/2008 02:50:21 PM 
(4) 
(4) I wonder if it's possible to create rich experiences using the same reductive strategic model?
The same one that's used to create advertising.
I am sure you can't.
The world of classic communication is all about being reductive. We talk about funnels, filters, core propositions, single minded ideas, USPs.
It's all about distilling the essence down to a single thought and working from there.
It's all about creating a smart bomb meme that can puncture mass culture.
It starts with the question.
What can we do to get people to pay attention to us?
If you look at the world of experiences, the question is very different.
What experience(s) can we create to delight the user?
These questions are radically different and represent two very different worlds.
Artist vs. Team
Ego vs. Teamwork
Ownership vs. Sharing
Single idea vs. Multiple ideas
Single layer vs. Deep layers
Disrupt life vs. Integrated into life
I am not saying that advertising is going away anytime soon, but it's very clear that we are moving into an era where our clients are looking to us to create experiences for their brands. Those things no longer look like advertising, and as a process it requires new tool sets.
It starts to look more like product design that anything else.
The demands on Strategy/Planning are therefore significant.
We aren't looking for language anymore, we want to deeply understand needs and behaviors if we want to create experiences that matter.
This is no about distillation, but an exploration of reams of potential possibilities.
Posted by Ed Cotton
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How could i have missed it 'Just do it' says it so clearly. Back in the day a great ad from W&K would 'Just say it' now we have to start 'doing it'. Facilitate our brands to behave in a way that we have said in our lovely ads. Nikeplus doesnt say it, it does it. thanks for the reminder. Keep up the great posts
Posted by Mikej on 04/16/2008 01:00 PM
How could i have missed it 'Just do it' says it so clearly. Back in the day a great ad from W&K would 'Just say it' now we have to start 'doing it'. Facilitate our brands to behave in a way that we have said in our lovely ads. Nikeplus doesnt say it, it does it. thanks for the reminder. Keep up the great posts
Posted by Mikej on 04/16/2008 01:00 PM
Nike+
Nike+ is interactive theatre. It allows the consumer to enjoy and experience what the products deliver. An ad is just a (hopefully) delightful way of delivering a message. You're right, Ed, they are two radically different worlds.
Posted by Fred Barson on 05/01/2008 03:44 PM
Nike+ is interactive theatre. It allows the consumer to enjoy and experience what the products deliver. An ad is just a (hopefully) delightful way of delivering a message. You're right, Ed, they are two radically different worlds.
Posted by Fred Barson on 05/01/2008 03:44 PM
nike+
great post, as ever Mr C. And I agree. But still, I think the primacy of the single brand idea is vital. Talking "multiple ideas" has to be about execution of that single idea. Not to demean those executional ideas ? they are the brand idea made manifest ? but they need to add up to something simple, universal, don't they? Axe is "boy gets girl" replicated in a hundred different ways.
Posted by mark b on 05/02/2008 12:50 AM
great post, as ever Mr C. And I agree. But still, I think the primacy of the single brand idea is vital. Talking "multiple ideas" has to be about execution of that single idea. Not to demean those executional ideas ? they are the brand idea made manifest ? but they need to add up to something simple, universal, don't they? Axe is "boy gets girl" replicated in a hundred different ways.
Posted by mark b on 05/02/2008 12:50 AM
It appears you don't have Flash installed.
excellent post ed! now the big question is what agencies will do to adapt? or will they?!