Dr bob deutsch @ 2006 AAAA conference

People - never consumers

What is this person's 'self story' ? How do they see/structure me, others & the world themselves? How do they see 'others'? How do they divide the world when it comes to other people? (Harley Davidson - other people thwart me) What is their e(montionally based) logic?

A brand helps me become more of myself, to maximise myself. Great brands are loyal to people's stories :

"Brand is not name recognition, brand is not even positive attributes. Brand is something very specific that the consumer produces. The advertiser doesn't and can't and shouldn't. Brand is this: Brand is when a person creates -- the word I like to use is designs -- a metonymic link between their own self-story and the story of a product, such that to be loyal to the product is a misnomer. It's loyalty to the self."

How do they structure time? "subjective time" What are their rhythms? (how are they segmenting time, the occasion, today, this week, lifetime) Note where/when 'change' is happening...(Could you get repondents to 'draw' this freehand ?)

Yellow Brick Road - How can your brand make someone's 'self story' journey, easier or better. Note change the direction but uniquely compliment it.

What's the cultural moment of today's world - too fast, too complicated, too competitive...

Tags - planning, research

Cardboard box, white tissue paper and some good old fashioned ingenuity is about all you need to create your own studio for 'close ups'

Find out how here

Tags : Free stuff, presentations

Guilty. I always avoided the math-y subjects at school, once i had the choice. Net : Very limited MS Excel Skills.

This tutorial series should help me cope better.

tags: free stuff, planning

Amazing, burgeoning flickr set of plannerly presentation slides shared with the great and the good.

The sharing philosophy of web 2.0 makes for great kharma.

Thank you Lynetter

Tags : Planning, Presentations

1. Hire advertising people, you get advertising
2.The key to creative genius; work harder
3. You can't divorce the medium from the message
4. Do good work, the money will follow
5. Hold everyone/client to the same standard
6. You can tell from the work if people enjoyed making it
7.Brands that influence culture sell more

Full article here
Dan Wieden's philosophy in his own words here

Tags : Careers

haven't read this book...yet...which connects the latest development in 'mind' science to the practise of marketing.

The book exposes 6 common fallacies:

FALACY 1: Consumers Think in a Well-Reasoned or Rational, Linear Way
FALACY 2: Consumers Can Readily Explain Their Thinking and Behavior
FALACY 3: Consumers Minds, Brains, Bodies and Surrounding Culture and Society Can Be Adequately Studies Independently of One Another
FALACY 4: Consumers Memories Accurately Represent Their Experiences
FALACY 5: Consumers Think in Words
FALACY 6: Consumers Can be “Injected” with Company Messages and Will Interpret These Messages as Marketers Intend

Must save the pennies and get this is in...

Web 2.0 nexus = change in how we learn = collaborative, multifaceated and non-linear.
Learn more form this lecture


(Screen shot from World of Warcraft ARG)

Learn how to agree.

Don't take up 'positions' but work out what the underlying 'interests' are on either side and be creative with the options that might satisfy both parties. "I want a pay rise," might be motivated by a need for extra budget towards renovating, a desire that could be met by your employer through say, a zero interest loan or the freedom to freelance.

Based on Roger Fisher and William Ury, Getting to Yes: Negotiating Agreement Without Giving In

men are reinventing themselves. A bit of new-man self-awareness, altogether more butch than the metrosexual....

Top tips on how to work best with creatives
and account management.

Thanks to Northern Planner.

this post from Leland Maschmeyer outlines how neuroscience offers us insight into how we watch tv - yes, it does back up what you hope it does, keep it emotional, keep it simple...