Identity is a funny thing. So many things govern who we are as individuals, but outward, visible identity often drives our actions. There are the perceptions others have of us from our outward appearance, how we choose to live, what we choose to say and all the various queues from body language to political affiliation. Read more »

Often the reaction to social media is one of immediate defensiveness as it no doubt threatens “traditional” media with its trackability and threatens the ever-elusive “brand health” with its loud, wild, open environments of communities you didn’t create.

Of course the opposite reaction is the dive-straight-in-but-we’re-not-sure-why approach of embracing every channel. We’ve seen this dichotomy manifest itself in two ways in CMO’s, “I just want to retire before I have to learn this crap,” or, “Get me a Twitter account by 2pm because I read people are on that now.” Read more »

Often we are employ the shiniest, trendiest execution of a digital concept, pairing bold messaging with the latest in bells and whistles for experiences of unparalleled brilliance and immersion. And then we have to deal with the fact that only 5% of the population could possibly enjoy (nay, even experience) the full ideas therein.

In technology the savvy are the early adopters, the beta users, the ones with the latest gadgets. But the savvy might also be your loudest loyalists and advocates without compare for your brands. They rarely represent the entire spectrum of your audience and can lead you to go down a rabbit hole of delightful but ultimately rarely enjoyed concepts. Read more »