this wonderful piece of content, entitled Information R/evolution, is by Michael Wesch of the Kansas State University. it explores the basic tenants of information and how they have fundamentally changed as information has moved from paper to digital storage.
the principles of how consumers aggregate relevant information to their own ends is especially true for the business of brand communications. it has become a given that the double revolutions challenging advertisers and their agencies are (1) a digitally driven explosion of content and (2) technologically-driven consumer control over that content.
advertisers hoping to push through this double whammy of virtually infinite (and expanding) content and consumer control over it by force of sheer strength (and budgets) will learn to their cost that information and its storage – no matter what its source – no longer permits such behaviour.
the role of many brand communications in the early 21st Century is to package brand messages in such a way that they not only avoid being filtered out, but are actively invited and aggregated by consumers around themselves (and each other).
what the above video communicates so well is a poignant reminder that underpinning much of the current change in the business of brand comms is the simple transfer of information to a digital realm. whether it’s an essay, blog, advert for a fizzy drink, CD single or TV episode; the fundamental rules of how they are delivered and consumed are being re-written. some key questions then arise for those creating brand communications to ask themselves:
1. am I creating something people want to have or experience?
2. does it change or add benefit to their lives?
3. can it be easily found and consumed at any time?
4. does it articulate and reflect my brand?
5. could a competitor have made it?
advertising is information. the nature of information is changing. our advertising and brand communications must evolve in order to remain relevant and effective in a changing world.