Paul leveraged this very smart and straight forward assertion when talking the other day about how brands should leverage social media.
And looking today at mashable's list of the 'best' twitter brands it seems there's a lot of evidence. Those brands that do stuff worth talking about eg Jet Blue, Whole Foods, Zappos seem to foster much greater participation than those brands that simply try to insert themselves in the conversation.
This notion of doing stuff worth talking about is quickly becoming the first filter for anything a brand does. And it should be the first filter for what we as the ad industry make if we want to thrive.
Those good people at psfk have organized their latest event, a good ideas salon in London on January 30th. Bunch of great speakers including Mark Earls,Jeremy Ettinghausen (the digital director of Penguin) and Matt Jones (of dopplr fame). Looks like a great eclectic and inspirational mix of content, perhaps their best lineup yet. You can get tickets here.
Been a crazy start to the year, so I'm a little late in writing this. I think 2009 is going to be a momentous year not just for the economy but for our industry. My guess is we'll see some established entities run into trouble (maybe even disappear) and some relatively new entities thrive. The old Darwinian maxim, "it is not the strongest of the species that survives, nor the most intelligent, but the one most responsive to change", will I think be very much in evidence this year. So, to that end, here's a public declaration of some of the things I believe need to change in 09. (And the finger is pointing at me here as much as it is at anyone else)
Stop defining creativity as old tricks packaged in shiny new wrapping paper
Break our addiction to the use of the word 'brand' (thank you Mark)
Be more precise and accurate about the problem we're trying to solve and the approach to how we are going to try and solve it (wooly thinking lead to wooly solutions)
Listen : speak at a minimum ratio of 2:1
See 'social' as a truth about people and communication, not a media channel
Do then learn, not the other way around
Obsess about the small things that make a difference
Neil at Only Dead Fish has been running a post of the month for the last few months. He's kindly included one of my posts (with a later addition) in the December shortlist. Go and take a look at the shortlist - there's a bumper crop, including some great ones from Adrian and Faris among others.
It feels a little strange typing those words as you wouldn't believe there is one when you're at the CES in Vegas.
Anyway, an old colleague, Ben Southgate, has started a great blog called The Credit Crunch Times that takes a sometimes funny but always insightful look at what's going on at the moment. Well worth checking out.
Normal blogging action will resume by next week. Happy New Year to anyone who reads this.