03 takeaways from this talk:
Juxtaposition is the art of placing together a number of contrasting objects or ideas, usually two.
Used effectively, it captures our imaginations immediately, making it one of the most valuable techniques any creater can employ to dramatize their message.
And it’s at its most potent when these two objects are as diametrically opposed to each other as possible.
We live in an age with daunting problems.
We need the best ideas; we need them now; we need them to spread fast.
The common good is a meme that was overwhelmed by intellectual property.
Advertising works by a process of Unconscious Behaviorism.
We are being conditioned by the media on a deep unconscious level and it is this implicit associative emotional conditioning that drives our brand preferences.
We make decisions by emotional association more so than rational analysis.
With a different package design, people will talk about it more.
Just like that a little brand can be in competition with a global leader.
What makes a great event is great promotion and a press kit will help dispel every component of your brand.
Event promotion should consist of press releases, emails and phone calls. The event should receive coverage on TV, radio, print and online if a press release is sent out before and after an event.
The press kit distribution is crucial to your media contacts receiving all necessary information, as well as a personal invitation to the event.
Capturing and providing pictures of your event, your products or whatever else works with what your event revolves around will increase your chances of media sharing information about your event.
Digital images will increase the shareability and search visibility, while giving your audience a visual connection to your event, as if they were there.
Smaller businesses cannot and should not use the same package branding design strategy as big brands.
If you’re a new company, then top priority is visibility.
When I’m confronted with a brief, I think:
‘This could make me and the client famous.’
Fixating on the idea that the ONLY solution your brand needs is a viral video can cause you to miss out on even greater opportunities that might be readily available to you that you just can’t yet see.
It really disappoints me when I see creatives watching Youtube, and I think
‘Why are you watching Youtube? What’s the point? It’s been done already!
You have two kinds of trends – Classic trends and Prospective trends:
Observing everyday people in the street, talking with the younger generations, and surfing Youtube are perfect for identifying classic trends.
But if you’re looking for prospective trends, Youtube isn’t the right process because once you go to Youtube it’s already too late; you have to look elsewhere.
Most of the time prospective trends are in technology and, I know it sounds kind of crazy, but I think prospective can also be found in science fiction books.
Determine the top 10 or so landing pages and track every channel through which your visitors find you – no matter how miniscule; I track it to find its origin.
It might be a blog post comment you or somebody linked to from years before, or it might very well lead to an undiscovered community of people you didn’t even know existed.
One reason people share videos is because they already know and like the brand, and therefore have a natural proclivity towards sharing what they like.
Most of the time, within the first few video frames they’ve already decided whether or not they will share your video.
You really need to provoke an emotional response very quickly.
One of the most important elements in determining the success of a product or service is the extent to which its publicity gets talked about;
this is arguably a far more indicator of success than the quality (how-ever that may be judged) of the entity itself.
Three fundamental questions to answer before a good idea can be a viral idea:
1.) Would anyone with no interest in this product care about the idea? It needs to hold a human truth that transcends what the agency or client thinks is good.
2.) Is it new? There must be a hook that makes you want to explore and share.
3.) Does it help express something on behalf of an audience in a way that they can’t? It should help them articulate love, loss, hope, fear, or hope, etc, to their friends and family.