We all dream of writing that brief which makes a creative team sit up and say “My god! This is it, I get it, I love it, I love you, I know exactly what I am going to do!”
Unfortunately that’s more the exception than the rule and the situation is made worse by the fact that planners/strategists/”thought ninjas” (or whatever other name by which you like to be known – polite only) are primarily verbal people.
Why does that make it worse?
Because most of the time we are talking to primarily visual people. If you put a 3 page A4 document in front of a designer it’s not likely to be viewed as a brilliantly incisive piece of valuable thinking. It’s more likely to be seen as a boring tract of unnecessary detail or, in the worst case scenario, a sleep aid.
There is science behind this of course – research into learning styles. There are 4 key learning styles –
Aural or Auditory – learners who like to discuss, listen, repeat and debate in order to learn.
Visual – learners who grasp ideas more easily if they are illustrated, graphically represented or arranged for instance by using charts and mind maps.
Visual (verbal) – learners who take in information through words read/write
Kinesthetic – learners who need their learning to be connected to reality through demonstrations, exhibits, case studies etc.
Too often we’re guilty of putting out briefs and information in ways that are unusable or difficult for others to process, and then we wonder why our carefully crafted masterpieces get ignored.
How to combat this?
Write less – please can we have no more 3 page A4 tomes as briefs. Even I can’t bear them and I love writing (viz and towhit…)
Include imagery – Combine the fundamental requirements and insights with one picture that expresses the whole concept
Think about immersion – Can we use physical space to brief, experiences to drive understanding?
We now use a brief that has a full page image and 2 pages of ppt size and I’ve found it to be really useful in helping me communicate both fact and emotional concepts. I haven’t yet had an occasion on which to use a Kinesthetic approach but would love to hear from anyone who has on what worked and what didn’t.
It’s a busy time of year at Imagination. We cover SEMA, LA Autoshow, CES and Detroit in 3 short months. The good thing about that is there is a lot to digest and explore and some interesting things to bend your mind around from what the B2B experiential landscape looks like to where technology trends are going in the next 12 months.
Here’s my report from CES which picks up on some of the trends we were seeing in our Experiential Trends report and identifies a couple of themes from the tech world that we will definitely be using in our future autoshow program.
Then, on Monday, I will be speaking with some colleagues about Detroit as a hot bed for tech start ups. We use interesting start-ups from all over for the ideas and creativity they bring to our strategy and concepting. The guys we have asked to join us are really great and have lots to share about how they connect to start up culture, being start ups themselves and what a fertile environment Detroit is for start-up culture in general. They are Kurt Steckling of Vectorform who are very well established and also promote start-up culture and Ian Sigmon of Gunner, an animation studio who have been running for just under 2 years in Detroit.
It should be fun and hopefully my updates will be useful and interesting for you.
2016 saw an explosion in virtual experiences created by brands for their customers. And by virtual experiences I don’t just mean VR. If you look closely there has been an expansion in all kinds of virtual experiences from chatbots, to drawing applications to AR games. We’ve arrived at a crossroads in communications technology.
One key driver of this explosion is clearly cost. VR was prohibitively expensive only two years ago, but is gradually coming within reach of even home users. Oculus Rift comes in at under $600 and Google Cardboard works with any smartphone and is just $20. Couple that with ever increasing processing power that is now available on small handsets or headsets and it’s clear that we have reached a tipping point in quality for these kinds of interaction. And quality plus cost is driving uptake from both brands and consumers.
But it’s not just about practical realities. For something to take off in this way there has to be a deeper resonance with a human need or desire. I believe it boils down to three key factors:
Expectations of connection
Mintel have identified a search for authenticity that has been driving brand interactions for some years now. It can manifest in searching for the an expectation that brands will be more open and more honest in conversation. But it can also manifest in a desire to come closer to ‘the real thing’, particularly when that thing is difficult to show in reality. Take for example Samsung’s gear VR rollercoaster, Yes, they have used it to demonstrate the power of Gear but they are also bringing a familiar moment in which to experience that. It’s relatable and understandable and it’s excitingly realistic. Other great examples of a desire for the hyper-real include Marriott’s The Teleporter, which allows you to travel to a Hawaiian beach and London hotel and Merrell’s virtual hike which combines vision and movement to create a walk in the Dolomites which is actually scary! Land Rover’s recent I-Pace VR at the LA Auto Show is a prime example of this. A futuristic landscape combines with the real features and design of the forthcoming electric vehicle to create a deeply immersive experience about a product you can’t yet buy, but will be purchasable in the near future.
VR offers the chance to bring to life near future scenarios particularly in product development or display that drive uptake and excitement. This isn’t dreaming it’s hyper-reality.
Our brains are hard-wired for stories. Bowker reports that over one million (1,052,803) books were published in the U.S. in 2009, which is more than triple the number of books published four years earlier Even logical problems are more easily solved when they are embedded inside the fictional world of story. We also experience the world through a combination of senses. For this reason a story that goes beyond the telling to the directly experiential, the doing, is a powerful way of communicating. Virtual experiences can take us beyond even what we can imagine to a new way of experiencing messages and moments. Take, for example, the Lockheed Martin VR bus that let children ride to school as if they were living on Mars. or Superman VR Roller Coaster at Six Flags amusement park.
We love stories and virtual experiences can tell us stories in new and immersive ways. Why wouldn’t we gravitate towards them?
Expectations of connection
Service has become a price of entry for any brand in the market but expectations of service are dramatically different even than they were 5 years ago. Social media has brought immediacy and changed expectations of what counts as ‘fast’; a global ‘always on’ culture has driven an expectation of 24/7 interaction, and customers feel more empowered. To provide the kinds of service that people need brands have turned to robots. These range from intelligences like Watson from IBM which can drive extremely human like interactions with physical robots such as Pepper to much simpler chatbots who can answer the most common customer questions completely on brand, and 24/7, like Audi’s chatbot from the Frankfurt auto show.
This ‘Robot Renaissance’ as Rohit Bhargava calls it, focuses as much around striving to be as human as possible as it does around replacing humans, a kind of Virtual Humanity, if you will. And with machine learning these kinds of virtual interactions will only become more lifelike and satisfying.
What is the value to brands?
Clearly for brands who have technology at their heart the move into all things virtual is simply a stop on their journey. But you can only ride that wave for so long before everyone is doing it and you no longer stand out. Where then is the value in this virtual world we are creating?
As products become commoditized so experiences that communicate what a brand stands for become essential. They’re the differentiator, the reason to believe and to buy. The best virtual experiences bring humanity, connection and dreams to life in a way that is expressive of the brand. They generate an emotional moment that allows the consumer to really understand what you are about and to form an affinity with your product, brand or positioning which is rooted in personal experience.
Virtual experiences that create connections, drive emotions, and deliver immersions will make your brand stand out in a sea of gimmicks and lightweight conversations. The virtual world is your oyster.