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I scraped this screen grab from Jen van der Meer’s website.

van der meer slide

 

I’ve never met Jen but after reading these two quotes feel we’re sibs from another mother.

In my approach to branding at What’s The Idea? I take these two truths to be self-evident. And many would agree…yet these guiderails are rarely practiced. Was I to add another ingredient it would be “inspiration.” Inspiration creates feelings and action. Ms. Van der Meer is a data analyst.  It seems to me complexity is the domain of the data analyst. And in my mind’s eye they are all a little ADD.  But when Ms. van der Meer speaks of simplicity and “love of craft” it makes me believe she’d be a great marketer to work with. And a great data analyst.

I often tell clients “I’m a simple man.” It’s a way to self-deprecate and also set the stage that this brand strategy stuff, when complete, is organic, understandable and easy to follow. It’s an organizing principle for product, messaging and experience. Done well it is simple, loveable and inspiring.

Peace.

 

 

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One of the biggest cultural phenomena in America today is what I call ADD-ification. We all have attention deficit disorder.  We can’t sit still and we’re always in a hurry.  When was the last time you drove your car without some form of entertainment — using the time to think?  Thought so.  

 Newspaper stories have gotten shorter, the chapters in our novels can be measured in paragraphs not pages, our meals come in microwavable packages, we even beep at people who sit at traffic lights for more than 5 seconds.  Why?  Because we’re in a hurry. 

 How many advertising or branding briefs today are predicated on the insight that we are all pressed for time?  I certainly have written a few.  

 Stress is at an all-time high I would imagine, but with the right meds, we can get by.  But hurry, the pharmacy closes at ten! 

 (I’ll be off for a few days, see you Tuesday.)

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Digest This.

Steve Rubel writes in his Micropersuasion post today that on the Web "text is king." It’s searchable, scannable (quickly perused), easy to forward, and works well on mobile platforms. This fits perfectly with my thesis that today’s media habits are ADD-driven. For instance, this weekend I was reading an article in the newspaper about school budgets and realized my high school basketball team had a game the night before. I stopped reading and picked up the laptop to search out the score.  How many times have you been reading something interesting and wiki’ed it online?  How many meeting are you in that are stopped by people answering phones or texts, or Blackberry emails or IMs? James Patterson, the leading fiction writer in America, writes 2 page chapters. Wall Street Journal articles are shorter by 20%. Technology puts media in all its forms at hands reach putting our head are on swivels.

That’s why text is king. It is easily digestible, searchable and burstable. It also feeds our ADD behavior.     

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One of the biggest cultural phenomena in America today is what I call ADD-ification. We all have attention deficit disorder. We can’t sit still and we’re always in a hurry. When was the last time you drove your car without some form of entertainment — using the time to think? Thought so. 
 
Newspaper stories have gotten shorter, the chapters in our novels can be measured in paragraphs not pages, our meals come in microwavable packages, we even beep at people who sit at traffic lights for more than 5 seconds. Why? Because we’re in a hurry. 
 
How many advertising or branding briefs today are predicated on the insight that we are all pressed for time? I certainly have written a few. 
 
Stress is at an all-time high I would imagine, but with the right meds, we can get by. But hurry, the pharmacy closes at ten!  
 
(I’ll be off for a few days, see you Tuesday.)

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iTunes

The reason CD sales are down is because of iTunes and file sharing, but not for the reason you think. It’s logical to assume CD sales are down because of $.99 downloads and free file sharing, right? Wrong.  CD sales are tanking because there is less loyalty to bands, stemming from consumers ability to buy or download single songs. Instead of listening to a whole album and learning to like the less commercial stuff, (listening to all of a band’s art, in other words) downloaders cherry pick the best songs, wear them out and get bored.  Bored with the song, the band, and dare I say, even the live performance.  This is problem the industry faces. 
 
We have ADD in America. We need instant gratification and we want it NOW. It’s up to the artists to make us like their art. All of it. There are many ways to build loyalty, but selling songs one at a time, at a discount, is not one of them.
 

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