analogue thinking for a digital world
DESCRIPTION
A presentation i gave at the UK Promax conference this week. It looks at our industry's love of shiny new things, the problems this creates and what possibilities we can unlock when we combine different things rather than make a choice between them. What happens when we say "and" not "or"TRANSCRIPT
PROMAX
Tom Darlington Goodstuff Communications @darlo_t
ANALOGUE THINKING FOR A DIGITAL WORLD
ANALOGUE - ˈANƏLɒɡ/ ADJ. RELATING TO OR USING SIGNALS OR INFORMATION REPRESENTED BY A CONTINUOUSLY VARIABLE PHYSICAL QUANTITY SUCH AS SPATIAL POSITION, VOLTAGE, ETC.
DIG·I·TAL (DJ-TL) ADJ. RELATING TO OR BEING A DEVICE THAT CAN GENERATE, RECORD, PROCESS, RECEIVE, TRANSMIT, OR DISPLAY INFORMATION THAT IS REPRESENTED IN DISCRETE NUMERICAL FORM
GOOD OR BAD
LIFE OR DEATH
GET THE GIRL OR LOSE HER
YOU ACHIEVE OR YOU DON’T
DIG·I·TAL (DJ-TL) ADJ. RELATING TO OR BEING A DEVICE THAT CAN GENERATE, RECORD, PROCESS, RECEIVE, TRANSMIT, OR DISPLAY INFORMATION THAT IS REPRESENTED IN DISCRETE NUMERICAL FORM
REVOLUTION
INNOVATION
PARADIGM SHIFT
DISRUPTION
CREATIVE DESTRUCTION
“STRATEGY IS DEAD…MANAGEMENT IS DEAD… THE BIG IDEA IS DEAD… MARKETING IS DEAD…” KEVIN ROBERTS CEO SAATCHI & SAATCHI
“IF YOU WANT TO MARKET A MARKETER, EITHER WIN A BUNCH OF AWARDS OR ANNOUNCE THE END OF THE WORLD”
ANALOGUE - ˈANƏLɒɡ/ ADJ. RELATING TO OR USING SIGNALS OR INFORMATION REPRESENTED BY A CONTINUOUSLY VARIABLE PHYSICAL QUANTITY SUCH AS SPATIAL POSITION, VOLTAGE, ETC. "ANALOGUE SIGNALS"
SHADES OF GREY DON’T JUST EMBRACE THEM ACTIVELY SEEK THEM OUT TO CREATE BRILLIANT STUFF
WAR & PEACE CRAP & COUTURE
MASS PRODUCED & PERSONALISED LONG & SHORT ONE & MANY FAST & SLOW
RITUAL & CONVENIENCE
WAR & PEACE
CRAP & COUTURE
LONG & SHORT
ONE & MANY
WHEN YOU GET IT RIGHT, BRILLIANT STUFF HAPPENS BUILDING BLOCKS AND INGREDIENTS NOT CHOICES TO BE MADE
SO WHAT FOR TELLY?
SHORT & LONG
HIGH & LOW TECH
REAL & VIRTUAL
PUBLIC & PRIVATE
SHORT & LONG
HIGH & LOW TECH
REAL & VIRTUAL
WHAT CAN YOU THINK OF TO COMBINE? WHAT HAPPENS WHEN YOU DO SO? DON’T WORRY ABOUT BEING ANALOGUE IN A DIGITAL WORLD
Tom Darlington Goodstuff Communications @darlo_t