HelgeTennø

How does digital communication affect business outside marketing?

In this two-part article I will try to explain the changes I’m seeing in the convergence of emerging digital communication, branding and business.

In the Superbrothers article Less talk more rock featured on Boing Boing, the authors, both spawning from the gaming industry, suggests that a project should skip the first strategic phase and go directly for the creative process. The argument goes that there is, amongst a range of things, a spark at the initial creation of an idea that often gets killed as the process gets bogged down for months in enervating strategy and research.

What is most interesting, the future of TV or the future of the TV experience? Isn’t it the latter? Which is the stuff that is going to play out inside living rooms and from soft deep couches in front of TV sets the next five to ten years?

“I promise not to use Apple, Nike or any other exceptional international superstar brand to prove a point in 2011.”

The excess and extent to which some of these brands are taken to account for stuff invites to think that if only half of it where true, the other half wouldn’t be.

Don’t wait for niche media to become big enough to employ the mass media mindset to it…

This would give that only 20% of what people do is either mass media or the “information web” – and 80% is something else.

“Emotion” as a word is a discussion killer, often added to an argument as a sure fire reason for success – an unquestionable truth. But the concept’s lack of tangibility only leaves uncertainty: Why or how would it work?.

“Emotion” as an argument becomes useless.

Summarizing the last one and a half years of thinking and stealing I thought I’d put together the best ideas I’ve presented through my blog and slideshare account.

I put them all, in random order, into a slideshow and published it on slideshare.net.

For many companies web 2.0 was all about getting closer to the customers: Democratizing the brand, listening, participating, investing in being more responsive and in tune with customers wants and needs etc..

All this is good, but did it remove the focus to much from innovating the core business properties?