Posts Tagged social media
Social media is your embassy. Be true to your online self. This post from zenhabits is a great contribution to getting rid of clutter in your digital house.
We’re all suffering a little from online information overload, and since we’ve been online for a while, it’s like when you do spring cleaning on a house you’ve been living in for 15 years and realize how much of your old life is still there. You’re not that person anymore, but you still have all that person’s stuff. The digital world is much the same way, and Tyler Tervooren of Advanced Riskology notes that we should purge that stuff and not mourn the loss of it. We’re becoming more of the person we want to be and staying true to that with the things about us that live online.
The idea behind this has everything to do with branding, as well as our online habits and the way we gather information. There are great tips on letting go – it is zenhabits, after all – and keeping clutter at bay so we can be more productive and enjoy ourselves a little more.
Everything’s already been done, right? Not exactly. Brands – and individuals, really – need to get in the habit of seeing the patterns that play out in daily life and information trends while making creative leaps to connect ideas that haven’t been connected before.
In other words, take two completely unrelated concepts and link them together to create a new idea. In the world of writing, that’s basically the definition of a metaphor. You’re illustrating concepts and creating visual images in people’s minds by steering away from cliché and creating your own offbeat comparisons.
This Renegade Hipster post uses old war posters as ½ of the equation, with
their censorship/Big Brother concepts glaringly highlighted. The contrast? Social Media. Google and Twitter in the Age of World War. What would that look like? Someone’s imagined it for you, and created an interesting concept worthy of further thought.
And isn’t that what you’re trying to do with your content? Engage readers? Get them to think about your brand and remember it when they need you?
The idea makes social commentary (possibly) while using contrast to highlight connections and patterns in the history of communication – and war. Designers use contrast all the time to make a point, to create new connections, to revamp the old, to generate ideas. We should all take the time to create some new connections in our brand identity and content.
I like marketing that inspires. Anyone can say, “Buy this product” or “check out our service,” but when companies take the time to make something inspirational and connect with audiences/customers on an emotional level, however abstract, it turns advertising into art and often inspires brand loyalty. It has to be right for your customers and your product, but anyone can find a way to make marketing more inspirational with a little creativity.
Even better, if you mix inspiration with guerilla marketing tactics, public and viral acts that get people’s attention and are passed around for you, you have marketing that is also performance art and not just fine art. This is the best possible scenario.
Check out Sony Europe’s Bravia ad – 250.000 bouncy balls unleashed in San Francisco to illustrate the power of color and the unique perspective of Sony. It works. They cleaned up the balls by the way, and they bought them from stores surrounding the area, so they gave back to the community and did not order the manufacture of hundreds of thousands of rubber balls – in case anyone was worried about environment or community impact. I did wonder if any residents got car dings, but their how-to video seems pretty positive about the whole experiment. And the experience of watching their handiwork is calming, beautiful, and inspiring – perfect marketing performance art.
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