 |
Creative fragmentation follows on from industry fragmentation as a host of players and partners each struggle to find their own place in the sun.
|
107 |
 |
Ideas are precious things, and in the digital world it is clear that it is strong ideas alone that will defeat the noise, the fragmentation and the clutter.
|
112 |
 |
There are two new roles that advertising ideas play in the digital age… 1) they have become systems of management, and 2) they are connectors to others ideas, in other disciplines, which are undergoing redefinition.
|
113 |
 |
More than developing an identity or creating an advertisement, brands are a tool to shape business – not something to build to, but something to build from.
|
113 |
 |
…brands live in four places – culture, environment, products, and the mind – and give us a blueprint to design systems that connect those spaces.
|
114 |
 |
There may be rules in storytelling, but the more they are visible the less the story will engage.
|
117 |
 |
Data is dangerously prone to creating measurement cultures. But what we really need is effectiveness culture.
|
126 |
 |
A measurement culture is obsessed by process; while an effectiveness culture is obsessed by results.
|
126 |
 |
Big data isn’t a magical panacea, but when paired with human inspiration and a commitment to creativity, it can help us go to new places.
|
130 |
 |
Customer journeys… become a unifying concept, through which the barriers and the potent drivers to engaging the customer [can] be mapped.
|
137 |
