 |
…sometimes content is magnetic, it attracts people; sometimes it is immersive, you get embedded in it; sometimes it is smart, enabling you in some way; and sometimes it is just downright practical.
|
075 |
 |
The art of arousal today has to aim higher. If we are going to entertain, we must do better. We have to tell stories.
|
082 |
 |
…what happens if the play becomes explicit? Enter the world of gaming, the point where content moves far beyond engaging and mildly immersive to being absorbing and completely immersive.
|
083 |
 |
In essence, digital enables companies to contextualize their products or services through information at greater scale than ever before.
|
093 |
 |
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 |
