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The IPA Excellence Diploma 2007-2008FINAL ASSIGNMENTCandidate Number: 7002Word Count: 6,460
 
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Beware the Age of ConversationEmbrace the Age of Osmosis
Summary 
It’s said we’re entering an Age of Conversation where people have active dialogues with brands.This desire to ‘engage more’ is symptomatic of the industry’s response to consumers not listening.We’re hopeless optimists.The vast majority of brands simply aren’t that important to people.In an era of time famine where people organise their lives around just-in-time information this piece suggests the most effective brands will be those that demand the least of us.We need to shift our focus by losing our ideas obsession and helping people retrieve brand memories.
Contents 
Part 1: The Age of Conversation? Part 2: Brands Fit Round People’s Lives Part 3: The Age of Osmosis Part 4: Final Considerations 
 
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Beware the Age of ConversationEmbrace the Age of Osmosis
Part 1: The Age of Conversation? 
“It is a profoundly erroneous truism…that we should cultivate the habit of thinking of what we are doing. The precise opposite is the case. Civilisation advances by extending the number of important operations we can perform without thinking about them.” 
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Alfred North Whitehead 
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