Invisible//Ink//Digital - Latest Comments

Re: A Del.ici.ous Alternative to bookmarking

Julien Marotte — Wed, 16 May 2012 11:50:45 -0000

Maybe you should try Bo.lt!
Here's an invite! https://bo.lt/app/widget/invit...

Re: Google Firestarters 5 – Cory Doctorow

Invisibleinkdigital — Fri, 11 May 2012 12:02:30 -0000

Thanks Andrea for your response. I have to disclose that prior to being in ad land as a Digital Planner I used to work for Sony Pictures.

Here's the thing, the reason why the vast majority of Hollywood films are formulaic is because of the iterative process that studios apply that strips away the rough edges of the original creative idea. Studio's know precisely the audience they want to target and will reverse engineer the story to appeal to that particular audience.

It has been known for A list movie star to sign up to a studio contract for say 4 movies of which they have limited creative input. But in some cases they will be allowed to have their own film project as part of their contract.

That's as far as the studios are willing to give up control. For the studios it's a number a game. Each title over the year is ranked and projected incomes established that's why they would rather hedge their bets with sequels then have something new or original - e.g. an unknown risk

Re: Google Firestarters 5 – Cory Doctorow

Andrea Nastase — Fri, 11 May 2012 08:34:15 -0000

Speaking of film studios and their dominance and on a totally unrelated note, I think the essence of it is fear - the fact that every movie is a gamble. No one knows what will succeed and it's a constant stab in the dark, and it explains a little bit why there are so many sequels and trilogies: the hope that if it worked the first time, people will want to come back for more.
I liked a pithy line that said "art challenges technology and technology inspires art".
Liked the panopticon analogy too but I'm too brain dead now to expand on it. Perhaps in real life one day :-)

Re: Kodak Moment Fades

Invisibleinkdigital — Tue, 24 Jan 2012 15:25:14 -0000

Thanks Mark, I was going to compose a considered response but you've perfectly encapsulated the inherent social nature of photography and literature in your reply.

Thank you very much for your response.

Re: Kodak Moment Fades

Invisibleinkdigital — Tue, 24 Jan 2012 15:19:34 -0000

I think Blockbuster is an interesting parallel. I was working on a trend report and the growing demand for people to consume their entertainment at home across multiple devices. Blockbuster should be exploiting this area, instead they risk becoming trapped into the old business model of working.

Re: Kodak Moment Fades

Brian Littmann — Tue, 24 Jan 2012 12:09:50 -0000

Sorry, that link is: http://paulgraham.com/road.htm...

Re: Kodak Moment Fades

Brian Littmann — Tue, 24 Jan 2012 12:08:29 -0000

Thanks for the photo credit, and I suppose it works both ways as I got to read your post!

It is interesting how big business can get rooted in their ways which can ultimately lead to their decline. I'd say another current example is Blockbuster, while Netflix and Hulu—or internet streaming in general—played a major role in redefining media consumption, Redbox beat them to a new form of local distribution.

Speaking of startups, Microsoft might be the Jenga tower in that race, and I think they are aware. Web-based software is growing rapidly, so the need for desktops is declining. (http://paulgraham.com/road.htm...

Re: Kodak Moment Fades

Mark McGuire — Tue, 24 Jan 2012 06:33:26 -0000

These are excellent points, Tom.

I am reminded of those who say that we shouldn't ask "What is the future of the book?" but, rather, "What is the future of reading?". The artifact is what we see (the camera or book), but it is the experience that they enable that we value. Cameras and books help us to communicate what we find and think to others, but it is the communication, particularly the social aspects of communication, that is so important to us. Instagram incorporates text messaging and image sharing. It enables conversations. The revival of "sprocket photography" (proto-nostalgic analog photography for digital natives) is interesting as much for the communities that are created around the practice of taking snapshots as much as for the images that are circulated through them. "Kodak Moments" were special because they served as reminders of shared experiences. I think we are beginning to learn how to design experiences now, rather than focusing solely on products (indeed the field of "Experience Design" is has been getting more attention in recent years).

Thanks for the considered post. I'll have a browse around your blog.

Mark McGuire

Re: 7 Points On Planning by Jon Steel of WPP

Kerrin Naude — Mon, 23 Jan 2012 12:49:15 -0000

@Lwiswell You're spot on... I have many more thoughts on just that
http://radkez.blogspot.com/

Re: Long Term Digital Planning vs Agile

Invisibleinkdigital — Thu, 05 Jan 2012 15:32:23 -0000

Thanks, long term planning still has a place in this ever dynamic world which we live in.

Re: Long Term Digital Planning vs Agile

Chadlock — Wed, 04 Jan 2012 07:24:23 -0000

While I understand the need to have a provocative perspective, and without truly understanding the point of view of the person who spoke at your agency, I strongly disagree with the notion that the world doesn't need long term planning. The defense of "the world has moved on" is precisely the crux of the problem with communications today. It implies that brands are more reactionary, and in fact takes planning out of the equation- even short term. Scott Bedbury, one of the smartest CMO's, says it best when he says that while brands need to have short term milestones, the need for laying the track for the long term is essential. And establishing guardrails to ensure that they don't go off track is key.

Re: How Nike Plus Became Nike Negative (or how to undermine a carefully built digital brand)

Charles Hubbard — Fri, 18 Nov 2011 02:55:29 -0000

I encourage you to try all kinds of Adidas products. Why? Because NIKE is named after the pagan goddess Nike in the Paganism religion. Believe it or not... the Neo-Paganism religion is still alive today and people worship gods and goddesses. So consider your switch to Adidas a good thing... a move that pleases the Most High God.

Re: 7 Points On Planning by Jon Steel of WPP

Lwiswell — Tue, 04 Oct 2011 17:26:33 -0000

Great thoughts - thanks, Jon. I especially feel encouraged to hear to you remind us that even in the ever-changing environment, "digital" does not replace the art of understanding how and where people connect. I am concerned that so many Planning positions posted today are focused on the digital medium and no longer expressing value for that critical understanding of human communication.

Re: 7 Points On Planning by Jon Steel of WPP

Gmmurwira — Wed, 14 Sep 2011 04:30:29 -0000

Its true the video is quite motivating. I am one of Jon Steel fans and have used some of his videos to execute my duties.

Re: Just What The Heck is sCRM?

Digital Inks — Mon, 12 Sep 2011 02:32:47 -0000

you've done really excellent job! thanks a lot for sharing!!

Re: 7 Points On Planning by Jon Steel of WPP

Tarek Ghannam — Fri, 19 Aug 2011 06:02:16 -0000

i have met a lot of "google plnners"

Re: 7 Points On Planning by Jon Steel of WPP

FamousRob — Thu, 18 Aug 2011 10:22:10 -0000

The unlimited holiday idea is very clever. Maybe we should put it forward here...!

Re: 7 Points On Planning by Jon Steel of WPP

Tony D'Andrea, PhD — Tue, 16 Aug 2011 12:37:02 -0000

I'm a big fan of Jon Steel. In an age of microbial attention spans and
pressing billing structures, Steel's commonsensical wisdom is an
inspirational reminder of what our practice should optimally and really
be about.Thank you! Tony D'Andreahttp://www.linkedin.com/...

Re: Facebook vs Linkedin – Full Disclosure vs Privacy Control on Social Media Platforms

Walter Mitty — Sat, 13 Aug 2011 11:24:30 -0000

I don't actually favor Facebook anymore since it's quite time consuming and since one can only "deactivate" the account. Why can't anyone just close the account unless they put extra effort? It sometimes causes people to create a profile -with all the nice pictures and comments and all- which looks pretty "cool" but which doesn't reflect them at all; in the course of time, it actually turns to be a social pressure thing. It's fake and fatuous. Linkedin is much better in many aspects; it is not as common though.

Re: Linkedin Stats

tekmiss — Tue, 26 Jul 2011 13:59:02 -0000

Great article. Short, sweet, and informative!

Re: Google+ Social Tracking

Elias Shams — Tue, 05 Jul 2011 12:10:51 -0000

This is awesome!!! The more social networking sites like
Google+ and the new myspace popping up, the better for my new gig, awesomize.me J Social media is here to stay for good.
Given vast variety of the existing channels to choose and stick with, it’s time
for such a hot space to enter into a new category.
Here is my 2cents
on this whole internet -> search Engine -> Social media things and my
rational on why there is a need for a portal to provide a quick and intelligent
decision for both the consumer and the companies about their online
connections. A Platform to Help us to Distinguish Our Quality vs. Quantity
Friends, Fans, Followers, and Companies:- Early 90s:
WWW was born…

- Mid - late
90s: Yahoo & Google were born to help us to find the right pages on the
WWW…

- Early 2000:
Social media was born…

- Late 2000: There
are now millions of pages created by people,
companies, and organizations on all these social media channels.

- 2011: We are
back to early 90’s
That is why I
built awesomize.me to accomplish such a mission - the portal to all your
existing social media channels
EliasCEO &
Founderhttp://awesomize.me

Re: How to Measure Your Audience Through Social Media

Rbenawin — Tue, 05 Jul 2011 10:10:18 -0000

as a media planner now migrating from the use of traditional media into the use of digital and social media channel, i find your post really revealing. Thank you.

Re: How The Digital Consumer Has Changed Brand Storytelling

Invisibleinkdigital — Fri, 24 Jun 2011 16:11:50 -0000

I guess the key for me is that the brand narrative is the sum of it's parts. The brand's culture, it history, and how the consumer engages with it.

Re: How The Digital Consumer Has Changed Brand Storytelling

Rafstevens — Fri, 24 Jun 2011 15:19:54 -0000

"...a hitherto stuffy brand into Jung's prankster archetype."

Really?

"It reminds of the current narrative we have in the West of Santa Clause / Father Christmas with his white beard and red suite."

Does it really?
For me it just feels like sex drugs and rock&roll :-)
I still find it hard to link this to Jung-kind-of-type storytelling...

Re: How The Digital Consumer Has Changed Brand Storytelling

Invisibleinkdigital — Fri, 24 Jun 2011 14:31:24 -0000

Hi Raf,

You've raised some valid points indeed. Not a meeting goes by with a new client where Old Spice is held up as the acme of successful digital brand marketing.

Ultimately the answer to your question depends on the goals of the brand guardians. In the case of Old Spice, engagement with the brand led to double the sales. A slam dunk in anyone's book for what was a tricky sell into moving a hitherto stuffy brand into Jung's prankster archetype.

It reminds of the current narrative we have in the West of Santa Clause / Father Christmas with his white beard and red suite. That image construct is essentially the property of Coca-Cola, yet it now transcends the brand into popular consciousness.

Brand stories have life of their own, and will continue to do so.