Published on November 27, 2012
john v willshire smithery LTD @willsh
7 years at PHD Media in London,latterly As Chief Innovation Officer
let me takeyou back tothe Glasgow2012olympics...
North korea andsouth korea havebeen enemies for over 70 years
so It’s aprobably nota good ideato mix theirflags up
Wednesday 15th July, Hampden Park, GlasgowNorth Korea Vs Columbia
The players come back out, eventually.North korea win 2-0.
and then, the strangest of apologies is issued...
“ It wasnt a real flag, it was a flag on a video graphic ” Paul deighton, locog chief executive
Real not Real eh?
this story tells ustwo things
1. Scottishpeople aren’tafraid ofnorth korea
2. digital and physical aren’t different ‘things’...
“all our metaphors are broken.The network is not a space, and it’s not time, it is some other kind of dimension entirely. ” @jamesbridle http://booktwo.org/notebook/sxaesthetic/
“all our metaphors are broken.The network is not a space, and ” it’s not time, it is some other kind of dimension entirely. @jamesbridle http://booktwo.org/notebook/sxaesthetic/
let’s think aboutProduct, Brand andmedia metaphors...
The factory makes an end product...
end product impliesstasis, or even death
We have made a thing,and it is finished
products today arenever finished.They’re justplatforms forpeople to build on...
“A brand is simply acollection of perceptions in the mind of the consumer” Feldwick, 1991
hey, let’s find out whatthese perceptions are and put them in an onion...
if your brand is a bit shit, coat it with other stuff tooOh look, it’s a bruce Lee Nokia N96
A brand today is morelike a bittorrent file...
“ a mechanical metaphor, the infamous transmission model ” Prof. Mark Hobart, SOAS, on the dominant media metaphor http://mediasocialchange.net/2011/05/06/metaphors-of-media-and-social-change/
media:let’s shout at people
media: a rented home for afixed idea...
innovation as incrementalimprovement
Six Sigma seeks to improvethe quality of processoutputs by identifying andremoving the causes ofdefects and minimizingvariability in manufacturingand business processes. Wikipedia
makeproductefficientlymake brandvaguelyinteresting& buy loadsof media
“The best minds of my generationare thinking about how to makepeople click ads” ” Jeff Hammerbacher
we need tofind newmetaphors...
“ media is the connectivetissue of society ” clay shirky, cognitive surplus
“ media is a vehicle for knowledge ” cesar hidalgo MIT media lab
“ just like Mediabuildings, devices, is hybrid, spaces, events etc. Nothing is all-digital any more that it’s all-physical. ” Dan Hill, @cityofsound
edia is product is brand is medoduct is brand is media is produrand is media is product is bran edia is product is brand is medoduct is brand is media is produrand is media is product is bran edia is product is brand is medoduct is brand is media is produrand is media is product is bran
we need new metaphors todeal with what comes next
1. more clients will bemaking things locally
rebalancingeconomies towards manufacture
“reshoring” shipping costs up? labour costs as % down?Then you bring it back homehttp://www.inc.com/eric-markowitz/the-long-journey-home-why-manufacturing-is-returning-to-the-usa.html
2. people care moreabout what they buy
“ The internet is biased towards fact. People don’t care about your brand mythology, they care about where your product is made and what’s in it. ” douglas rushkoff
3. the things are... ALIVE!!!!
“ SPIMES: MaterialInstantiations of an immaterial system ” Bruce Sterling
“Physical things directly connected totheir metadata about useand constructioN ” Matt Jones, Berg
media ships as part of every product
“My Tuna isa spime” Dan Williams @iamdanw
the infrastructureis evolving quickly
it will onlyget a lot,lotstranger
The NEw yorker, 1946
1. Clients will be closer to making things...2. people will look more closely at the things they buy...3. Things contain media for agencies to create for...
but what doclients & agencies know about making things?
you are theruiners of allthingsgood bill hicks on marketers
C3podemeanshimselffor a washingmachine
The StarWarsHolidaySpeciallooksclassy incomparison
you are theruiners of allthingsgood
people stoppedcaring in1999
so what is actually being ruined here?
WHY RUIN your brand WITH STAR WARS?
there isnothing inhere that’sinterestingget meDarth Vadar
you are theruiners of allthingsgood
So how might you go about it instead?
less world buildingworld borrowing more
the labourtheory of value
developed ...andby adam later bysmith... karl marx
modern economics: the value of a thing isdetermined by what one is willing to give up to obtain the thing
The labour theory of valuethe value of something isdetermined by the labourthat went into itsproduction
£0.99 £3.33per pad per pad
We’d ratherbuy this world...
“marketing isworld building.With unlimitedbandwidth wecan now showyou the world.” @TobyBarnes
To Do a common thinguncommonly wellbrings success henry john heinz
“ I’m really interested in the making of ‘it’ -where the making is part of the ” story of the ‘it’... thomas heatherwick
Marx washalf right...
it’s not about themeansof productionhttp://www.voyoslo.com/wp-content/uploads/2012/10/Means-of-Production-PLAYFUL12.006.jpg
it’s about themeaningin production
uponlayer uponlayer uponlayer upon
Labour theoryof brand value:make every product withthe infinite canvas ofthe internet in mind Picture: Greg Petchkovsky http://vimeo.com/43442146
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