Digital and that

There isn't much point writing about 'how to do digital' when 'doing digital' really means 'doing advertising' - just thinking about it in a different way, or the way you should have been in the first place.

There's even less point when Faris has done it for us.

One thing I'd like to add to all this is proper involvement, enabling participation and appropriation at every single touchpoint.

Imagine that every single thing you do can be picked up and used by someone that's interested enough and create accordingly. You still have a brand, but it's pushed, pulled and played with by fans, stakeholders etc and evolves accordingly. Even at the level of so called brand guidelines.

Tategets this, They didn't design one logo, they designed a suite with variations on blur and colour, for others to pick up use as they see fit. 

Here's the quote from Wolf Ollins who did the work:

“We designed a range of logos that move in and out of focus, suggesting the dynamic nature of Tate – always changing but always recognisable.”

The idea of baking in flexibilty and maleability into the heart of EVERYTHING is probably where brands are going to go. Like I've banged on about in the past, creating an electron smudge, a series of relatively coherent ideas feels more right than neurotic control freakery.

This no excuse for getting people to do your work for you - no amount of crowdsourcing could have come up The Special Theory of Relativity, you have to create something interesting, but not just to watch..to get involved with and in.

Comments

[Dave Mortimer]

I'm beginning to think a good digital campaign is a bit like writing a brief.

You produce something that inspires them to play.

Then they ignore how you told them to play, but hopefully you can work backwards and pretend it was what you wanted them to do in the first place...