What happens when everything is connected to everything.

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the planQuick introPart 1 – New contextPart 2 – New practicesDiscussion

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What happens when everything is connected to everything.

Digital technology and the social web have collapsed the practice (or at least the impact) of brand ID management, marketing, and UX design into a creative singularity.

Identity + product + marketing

Part 1 – New context

Paradigm shift. No room for suck. Fragmentation > Coherence.

See Clay Shirky’s TED Talk on “the transformed media landscape.”

the truth is coming out one way or another

Read Umair Haque on “awesomeness.”

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Brands that work. (Stop sucking.)

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2015

Smartphones? TV?Robots?The internet of things?

Everything connected.

2008

iPhone turns one year old. No such thing as tablet.

Twitter at one million users. Today 100 million.

Facebook passes MySpace as the leading social network with 100 million users. Today one billion.

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Branding agencyAd agencyMedia planning/buyingPR agencyDesign firmDigital agencyProduct designAnalyticsSocial media snake oiletc.

Who’s driving?

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Brand idea / brand purposeOverarching and enduring.Allows for flexibility and provides coherency.

Campaigns + programsDesigned to fit

audience and context– time, medium, etc.

Brand IDBrand expressionBrand experience

Brand action

Brand /purpose driven

Part 2 – New practices

Be agile. Build a network. Guanxi. Be yourself.

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Agile creation

BBH: So what exactly might ‘Adaptive Brand Marketing’ be?

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Agile creation

BBH: So what exactly might ‘Adaptive Brand Marketing’ be?

What are the near and long-term concerns of the business?account

Who are we talking to? What are they prepared to hear?strategy

Where and how do we reach those people?

In what sequence?comms

What are the executional /realization

opportunities?production

What is the creative

opportunity?creative

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The CD (you) =

Part product master Own the project backlog, create user stories

Part scrum master Manage the team, remove roadblocks

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buildyournetworkPaddy Ashdown: “The paradigm structure of our time is the network.”

Vulgarity · Modesty · Comedy

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Be useful.Be interesting.Be quick.

As ever…

DiscussionYou buying any of that?

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The creative process

An iterative design process versus getting everything right all at once.

Who leads? The CD relative to other directors in the organization – planning, creative technology, media, account.

All the makers in one place, including devs. Challenges when you don’t.

Importance of having a sketch of the long-term and iterating that as well. Two paths running simultaneously – near-term sprint and long-term vision.

Critical importance of measurement/ feedback.

Project management

New clients, starting from scratch. (Pre-guanxi). Selling a discovery phase.

Client dashboards, regular check-ins.

Working through silos within our clients’ organizations.

Working from a given budget or burn rate versus “estimating.” How much does a website cost? An identity?

Tracking hours vs value. Eesh.

Setting aside budget for harebrained ideas, experimentation?

Discussion

Thanks.—@mlemmemlemme@duncanchannon.com