livingbrands

Dan Wieden on the role of TV in a digital world

"Half the time people who think they know what the future is, they're just making shit up"

Some words of wisdom from the great man.

No matter how important community and relationship building is, and the vital part digital connectivity has to play in this, if no one knows who you are or why they should bother in the first place you have nothing. Yes, there's a lot of rubbish advertising out there, but what great TV does is create the context quickly and with a lot of people within which relationships can happen: startling, thought provoking, challenging work starts the conversation.

And as he says when railing against the hyper personalised one-to-one advertising that some pitch as the future, there is something to be said for the slightly one-step removed storytelling of (mass) advertising that that lets people come to their own conclusions.

Archetypal TV

It was a pleasant surprise to be contacted by the BBC about presenting my thinking on Brand Archetyping to one of the channel teams.

Which I did yesterday. And a very enjoyable session it was too (for me at least - think they felt the same!)

Anyway, I've posted this before, but it was a good opportunity to update the presentation and give it a fresh lick of visual paint. So thought I would share again...

An introduction To Brand Archetyping: using the power of archetypes to create legendary brands

View more presentations from Jon Howard