Daily Archives: 27 May 2010

Copywriting for Interactive Content

I used to sit down with my art director and hack away at ideas.

We’d spitball, land in ambiguous places, plateau, leave it for the evening, come back, and figure it out. Then I’d whip up a script, we’d board it and revise it, and there you go, you’ve got a TV spot.

At the time, it seemed simple enough: take the concept and walk the line from top level all the way down, filling in the blanks as you go. All in all, it was pretty formulaic.

“Apply idea at top level, make a brand book. Write and produce broadcast. Create outdoor and guerrilla (if possible). Go into point of sale and brand the tags on the merchandise. Done. Repeat for next product.”

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Publicado en ANidea.com

Critical Thinking, Underpinning of an Effective Business Strategy

By now you’ve all befitted from the experience and generosity of my Twitter #kaizenblog chat co-host Elli St. George Godfrey. If you don’t follow her, make sure you add her handle to your stream @3keyscoach — you can thank me later.

With Elli, we’ve been able to tackle more conversations from differing points of view — I think about branding and behavior from a customer experience and contextual relationship building point of view, she works deeply with the entrepreneurial aspects of leadership.

Ever since we started brainstorming topics for our weekly chats both by email and phone, I’ve been able to think more crisply about iterative growth and momentum, which are critical components of strategy. The coach in Elli is a perfect counterbalance for my creative spark — as I said the other day, I can go from zero to Italian in no time.

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Publicado en Sin categoría

Mark Hadfield, planning director at Nexus/H explains why digital applications need to be more natural

Digital applications have never been so analog.

There’s an app on the iPhone called Hipstamatic. It’s a digital app on a smartphone using a digital camera. It’s not an old analog machine with bits that click and touch and move and interact, it’s a bunch of code designed to emulate something much older.

The resultant images are as you’d expect from an old camera. The colours are a bit washed out, there’s a bit of fade and blur thrown in there and when you take enough of them you notice that it is just a bunch of code. For example, there’s a horizontal banding effect in the same place on the images. That’s the algorithm for that particular ‘lens’ and ‘film.’

Why should those algorithms manufacture those effects when nature can deliver them in a more authentic way?

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Publicado en Contagiousmagazine.com

50 Informative and Well-Designed Infographics

It’s impossible to comprehend complex data or analyze large amounts of information, if we only use words or texts. Information graphics or better known as infographics are visual explanation of data, information or knowledge. These graphics are excellent visual tools for explaining huge amounts of information where complex data needs to be explained immediately and clearly. Let me show you how Rick Mans explain how infographics ease the process of communicating conceptual information.

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Publicado en Sin categoría

The Online Video Encoding Formats War: Apple Vs Flash Vs H264

If you haven’t heard the news lately, a new technology war has seen the light, and this time the two main fighters are Apple and Adobe, owner of the almost ubiquitous Flash playback video technology used across the web to play video clips. The key argument is that Apple does not want to support Flash to play video on its devices. Neither now nor ever in the future. Given that smartphones and iPhones make up a growing number of the devices playing back video clips from the Internet and that 50% of mobile traffic in the U.S. comes from iPhones, this refusal to support Flash as the default video-playback technology is definitely no good news for Adobe. In this MasterNewMedia report Enrique Serrano focuses on explaining the technological issues and its implications as well as how this new technology war going to impact your personal online video landscape.

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Publicado en Sin categoría

Don’t keep yourself DRY; be REAL instead

“Taking the look at organic impressions one step further, recall, awareness and purchase intent were still rising after 10 or more exposures to the message. These results stand in strong contrast to the scant four impressions that usually influence growth in these dimensions for standard display campaigns. What’s more, the jump in awareness between the consumers who were exposed to between three and nine organic messages and those were exposed to 10 or more was a considerable 15 points.”

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Publicado en Sin categoría

Tech Talk Podcast: Car Viruses


This week’s New York Times Tech Talk podcast takes a look at a new target for hackers: the car. Bettina Edelstein speaks to John Markoff, a Times reporter who has written about how vulnerable automotive computer systems are to malicious attacks. Computer security experts from the University of California, San Diego, and the University of Washington, backed by the National Science Foundation, were able to remotely take over car brakes and other critical controls. With modern vehicles increasingly dependent on computers, the researchers say, it’s important to address these issues before they become a problem.

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Publicado en Sin categoría
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Gabriel Catalano

May 2010
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