Here’s the second in the series. Rory Sutherland talking about advertising and human behaviour. Rory covers some of the points I was getting at in this presentation on Complexity & Humanity 2.0. Rory Sutherland on… Advertising & Human Behaviour from Jane Young on Vimeo.
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Complexity & Humanity 2.0 View more presentations from ResonanceBlog.
Networks are an essential ingredient in any complex adaptive system. In biology, molecules interact in cells, cells interact in organisms, organisms interact in ecosystems. As Eric D. Beinhocker points out in one of my favourite books, ‘The Origin of Wealth’: “The economic world likewise depends on networks. The earth is girdled by roads, sewers, water systems, electrical grids, railroad tracks, gas lines, radio waves, television signals and fiber-optic cables. These provide the highways and byways of the matter, energy and information flowing through the open system of the economy. The... Read The Rest →
I had a fascinating chat with Ogilvy Group UK Vice-Chairman Rory Sutherland the other day. We talked about the need for advertising to understand psychology and behaviour, rather than focusing on proposition alone. On that note, it’s always useful to be reminded of how our heads really work; and how our biases affect belief formation and decision-making. Here are some examples: * Bandwagon effect — the tendency to do (or believe) things because many other people do (or believe) the same. Related to groupthink and herd behaviour. * Bias blind... Read The Rest →
Craig Hogan, who has just been appointed director of Fermilab’s Center for Particle Astrophysics, reckons “If the GEO600 result is what I suspect it is, then we are all living in a giant cosmic hologram.” For the past seven years, a team in Germany has been searching for gravitational waves – ripples in space-time thrown off by super-dense astronomical objects such as neutron stars and black holes. GEO600 hasn’t detected any gravitational waves so far, but it might inadvertently have made the most important discovery in physics for half a... Read The Rest →
On Monday Obama delivered this speech, stating that “Science is more essential for our prosperity, our security, our health, our environment and our quality of life than it has ever been before.” He said his administration would double the budgets of key agencies, including the National Science Foundation and the National Institute of Standards and Technology; and pursue the goal of cutting carbon pollution by 80% by 2050. “Energy is our big project,” he said. “My recovery plan provides the incentives to double our nation’s capacity to generate renewable energy... Read The Rest →
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 →
According to general advertising industry relativity, black hole budgets are entirely compressed into a region with zero meaningful volume and near-zero relevance, which means their density and gravitational pull towards the 30 second TV ad and print campaign are infinite; and so is the curvature of space-time and agency-time that they cause. These infinite values cause most physical equations – common sense, general relativity and good manners (i.e. not interrupting), to stop working at the centre of a broadcast industry black hole. So physicists, Resonance Jedis and every single one... Read The Rest →
“As for intelligent life I’m putting my money on the fact that in the whole universe, we are pretty much unique.” [Dr Michael Perryman, European Space Agency] Duuuuhhh! You’d think if we’d learned anything in the 470-ish years since the scientific revolution kicked in, it would be that we should hold our own knowledge in greatest suspicion. I’m sure those 16th century dudes would’ve put their money on the fact the Earth was at the centre of the solar system. A few words from Nassim Nicholas Taleb (The Black Swan)... Read The Rest →
In the early 80s, engineer Vic Tandy was working in a supposedly haunted lab when he broke into a cold sweat, hairs on the back of his neck standing on end. Out of the corner of his eye, he noticed an ominous grey shape drifting slowly into view. Terrified, he went straight home. Tandy discovered that source of his discomfort was a 19hz standing wave, caused by an extractor fan. 19hz is in the range known as infrasound, below the range of human hearing (20hz). Low frequencies in this region... Read The Rest →
Just to explain a bit more about this Resonance thing I keep banging on about… Resonance applies to physics and planets (orbital resonance) and music (acoustic resonance) and temperature (heat being caused by movement) and oceanography (tidal resonance) and brands and you and me and pretty much everything. In physics, the definition of resonance is the tendency of a system to oscillate at maximum amplitude at certain frequencies. Consider that in light of what marketing attempts to do in terms of emotional connections; moving and shaking us. A pleasant vibration... Read The Rest →