Not-Sunday Share #15

Welcome to the Not-Sunday Share. I originally tried to share the week’s coolest, but possibly unseen stuff, every Sunday. Unfortunately, that never really worked out. Instead, I’ll share what I can, when I can. (Except for on Sundays)

Advertising

Think like a consumer instead of a brand | Ant Melder

The clever thing about the HTC work is that rather than diving straight into product points and continuing the victor-less feature war, they’ve gone upstream and started with a consumer insight about the way people buy smartphones. This is not a category where people think “Ooh, I like the ads, I’m going to buy the product.” It’s a category where they do research and seek opinions – from friends, family, store staff…and, most of all, online. So, boldly confident in the quality of their product (off the back of outstanding feedback from industry bodies, bloggers and reviewers), their message is, Don’t listen to us, listen to what the world is saying about our phone.

The most retweeted brand tweet ever | D&AD

Coca-Cola 2nd Lives

Why do so few marketers have any sense? | Mumbrella 
The power of environment was explored further with the 2010 work of Josh Ackermann, Christopher Nocera and John Bargh. Here the experimenters got people to haggle for cars in soft and comfortable chairs and compared the results verses hard-backed, stiff chairs. As predicted the ‘hard’ bargaining was much more likely to occur on hard chairs when it comes to car lot negotiations. The chair was hard so they drove a hard bargain.

How to sell less popular bacon

Leaked NY Times Innovation Report reveals what’s wrong with ad agencies | Creativity Unbound
Look at the Times. User experience lives on the business side, not the editorial side. Same goes for design, tech, insight, R&D and product. That basically means that developers and designers have little say or influence in content or how it gets delivered. Can you actually separate the two today?

Creativity

Fighting creative destruction | Freakonomics
I wonder what other examples there are of businesses using the market to maintain the demand for a product that is being displaced by technological change (as opposed to obtaining government protection, the usual route in these instances)?

The confidence thing | Scamp
What a lot of creatives don’t realise is how thin the line is between a creative director saying “yes” and saying “go again.” Even the most experienced creative director is not always 100% sure whether an idea is good or not, and a team that throws in a little comment at just the right time, like “we think this could be really funny” or “no one’s ever really done anything like this before” can help get your work over that line.

Where the fish swims, ideas fly | The New York Times
Creative people thrive on serendipity, spontaneous interactions, moments of ribald humor, intense debate or just simple eye contact, and I felt as if I was losing myself. I decided that it was time to act. So I tried an experiment. I just stopped saying yes and started saying no to things.

Edgar Wright – How to do visual Comedy

Culture

Elementary, then Watson: how to build a digital strategy ready for artificial intelligence | BRW
Getting Watson to understand irony and sarcasm are other ongoing challenges for the IBM technicians working with him. “Irony is obviously a big one to get right when it comes to social media in particular,” Wong says.

My brain has no space for your user interface | Josh Timonen
Let’s take something as simple as the ‘back’ button: We understand it, and we need it. One platform may have a hardware back button, while another wants you to press the ‘left’ arrow on a directional pad. On iOS, we have the hardware ‘home’ button. Browsers usually offer a software back button, and on OSX browsers you can also use a two-fingered trackpad swipe to go back. My car’s computer screen has a back button that looks like a U-turn sign laying on its side. On Roku, instead of pressing ‘left’ on the arrow pad to go back, you press ‘up’ while on the top row of an app’s main menu to go to the Roku home screen (there’s also a ‘home’ button, to be fair).

The rise of anti-capitalism | The New York Times
WE are beginning to witness a paradox at the heart of capitalism, one that has propelled it to greatness but is now threatening its future: The inherent dynamism of competitive markets is bringing costs so far down that many goods and services are becoming nearly free, abundant, and no longer subject to market forces. While economists have always welcomed a reduction in marginal cost, they never anticipated the possibility of a technological revolution that might bring those costs to near zero.

Game over and over and over | Slate
The social approbation made possible by YouTube and sites like Twitch.tv encourages people to engage in a very difficult but carefully regimented environment in which your successes and failures are wholly under your control, and most importantly, where success is indisputably possible. Yes, the task is Sisyphean, but you know it is possible to roll the boulder up that hill: Just look on YouTube and see the few and the proud displaying their boulders at the peak.

Coolness

The Sony world photography awards | The Atlantic

Sony-photography-awardsSolar Freakin’ Roadways

Sixties antipodean pulp fiction | Voices of East Anglia
in-too-deep-Pulpfiction