Sympathetic resonance

Sympathetic resonance is a harmonic phenomenon wherein a formerly passive string or vibratory body responds to external vibrations to which it has a harmonic likeness. In other words, if you have two similar tuning forks, whack one and the other will sing, despite the fact they’re not touching. In communication terms, brands are attempting to create sympathetic resonance… emanating vibrations in the hope that they’ll affect people. In fact the frequency of the vibrations is so high, it threatens to shatter everything: trust, auditory range (we won’t listen / can’t... Read The Rest →

More media zombies on slippery slope

I just spotted this article from last year, in which Michael Grade, ITV’s Exec Chairman and ex BBC Chairman slates Joost and YouTube, labeling them ‘content parasites’. He said, “The day that Google or Joost or any of these people start investing £1bn a year in UK content is the day I’ll start to be worried.” Duh! I’ll bet those cash wad buffers in his big shiny office don’t feel so protective now. Sound proof, maybe, but not protective. Forgetting the cumulative talent of the people of the world perhaps?... Read The Rest →

Equilibrium and fractal business models

A fundamental law of physics (in one formulation) states that left to itself any closed system will always change towards a state of equilibrium from which no further change is possible. One example is swinging a pendulum… if you hold it up to one side it’ll be in a state of extreme disequilibrium, then as you let go and it swings back and forth, gradually losing energy, it’ll come to a standstill. Other examples include many media agencies and advertising agencies. You know why. Someone said to me today, ‘but... Read The Rest →

Google aiming for real relevance

Google has announced the launch of “Interest-based” advertising as a beta. Here’s what Google says about three important features of interest-based advertising: - Transparency – We already clearly label most of the ads provided by Google on the AdSense partner network and on YouTube. You can click on the labels to get more information about how we serve ads, and the information we use to show you ads. This year we will expand the range of ad formats and publishers that display labels that provide a way to learn more... Read The Rest →

More on brand resonance

Everything has a natural frequency of vibration, i.e. its resonant frequency. For instance a glass smashes when a sound causes a vibration that matches its resonant frequency; or the millennium bridge sways like hell when the pedestrians wobble it at it’s resonance frequency. Brands are trying to find consumers’ resonant frequencies. So when a company gets it right, they really vibrate (?!) that individual and forge a powerful emotional connection (lovemark). BUT… we humans are surprising. We resonate at unexpected frequencies (for instance a middle aged business man might listen... Read The Rest →

Times they are a-changin

It doesn’t matter what industry you’re in… marketing, music, film, publishing, media… we’ve got to face up to the fact that open and transparent services are the future. So hand over control to the people, earn trust, have conversations as opposed to indulging in monologues / broadcasting / messaging and promote enablement, not prevention / hindrance. Thumbs up: Gerd Leonard: http://www.mediafuturist.com/ Radiohead: http://www.radiohead.com Thumbs down: Hakan Roswall, IFPI: http://torrentfreak.com/the-pirate-bay-trial-day-10-calls-for-jail-time-090302/ Feargal Sharkey, UK Music: http://news.bbc.co.uk/1/hi/technology/7722340.stm Duh! As Bob Dylan said: Come gather ’round people Wherever you roam And admit that the waters Around... Read The Rest →

Newer Entries »

Back to top