learning on the job
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This document provides advice and insights for businesses on communication and marketing strategies. It discusses the importance of [1] understanding people and why they will believe a message before communicating, [2] designing data with human context in mind, [3] keeping things simple, [4] avoiding corporate jargon, [5] having a noble purpose that motivates and makes money, [6] rewarding user behavior to prove a brand's purpose, [7] thinking beyond short-term campaigns to long-term initiatives, and [8] putting people and business first over advertising. The document advocates for collaboration, gaming, and transforming industries with remarkable ideas.
![businesses should have a noble purpose
that motivates, galvanises [& makes money]
The noble purpose is a human truth
that transcends category
Perspective for internal & external
people to connect with
It should be expressed in many ways &
transform the way you do business
Human utilities can encourage and VW Create good behvaiour in a fun way
reward user behaviour and prove our
brands purpose in the world](https://image.slidesharecdn.com/wherenew-110402032509-phpapp01/85/learning-on-the-job-6-320.jpg)
![brands are increasingly behaving like media
Brands have become content creators & curators
They should own the media [besides paying for & earning it]
Toyota’s Prius Projects](https://image.slidesharecdn.com/wherenew-110402032509-phpapp01/85/learning-on-the-job-13-320.jpg)
learning on the job
- 1. Learning on the job By Jessica Brookes www.jectaspecta.com
- 2. successful communication is a process The truth isn’t truth until people believe you, and they can’t believe you if they don’t know what you’re saying, and they can’t know what you re saying if they don’t listen to you, and they won’t listen to you if you’re not interesting, and you won’t be interesting unless you say things imaginatively, originally, freshly William Bernbach We should know why people will believe before communicating impact-fully VOLKSWAGEN BEETLE
- 3. data, data everywhere but not a drop to drink Data is never just data; it has a human context so should be designed for it. Data doesn t stop, it keeps going as should its measurement. Good research is a much needed and sometimes an undervalued asset
- 4. simplicity should be standard Everything should be made as simple as possible. But not simpler Einstein.
- 5. people disguise bad thinking with long words Lets talk in people language not in corporate / buzzword speak
- 6. businesses should have a noble purpose that motivates, galvanises [& makes money] The noble purpose is a human truth that transcends category Perspective for internal & external people to connect with It should be expressed in many ways & transform the way you do business Human utilities can encourage and VW Create good behvaiour in a fun way reward user behaviour and prove our brands purpose in the world
- 7. good ads solve advertising problems, good agencies solve business problems The solution to a problem is not always an advertising one Amazon used its advertising budget to offer free delivery to its customer
- 8. short term campaigns are moving toward long term initiatives We need to think beyond execution & solve the problem instead Lets get creative upstream before getting creative downstream
- 9. lots of small things can be better than one big one Why place all our eggs in one big basket in a world that relies on experimenting & diversifying to survive? Lets try lots of small things aligned with the noble purpose of the business It can make big companies seem small & help ideas spread W+K London - Nike Grid
- 10. creative collaboration is key Life is a team-sport Brand monologues are so over Community centred design means 1+1=3 BBDO Proximity - Doritos - The End Nike ID
- 11. brands humanisation People don t fall in love with bricks Everything businesses do communicates who they are Technology allows brands to articulate their personality through behaviour & conversation Fiat teaching people how to drive efficiently
- 12. entertainment meets utility + commerce Mash-ups that create conversation, commerce, utility & entertainment are the way forward Droga5 NY - Jay-Z Decoded book launch
- 13. brands are increasingly behaving like media Brands have become content creators & curators They should own the media [besides paying for & earning it] Toyota’s Prius Projects
- 14. gaming is mega Games are an effective tool for behaviour change It is a mega growing trend Its also addictive
- 15. great ideas transform They put a stake in the ground Make their own media W+K Portland - Old Spice They re engaging & remarkable BBDO Toronto – Skittles
- 16. where businesses go from here? Put people & business first, then advertising Know your noble purpose and articulate it in what you do Have a personality & relate on a human level Look at the numbers & keep looking at them Get in to gaming Straight talk – less jargon Understand that collaboration is where great ideas are born Keep it simple not simpler