We must innovate! is a catchphrase of the digital age. In reality, most of us grip limpet-like to the things we know. Our inclination is to resent changes that force us to move beyond our comfort zone. This is called the familiarity heuristic in behavioural economics – our tendency to favour the familiar over the unknown.
It’s a Saturday morning in 2038. You wake in anticipation. No work today. Soon you’ll be somebody else. The star of your own fantasy. Robin Hood in Sherwood Forest. Or strutting the catwalk in Milan. A medieval samurai appeals. But you eventually settle on rock god. The big hair. The thrill of the stage. The adoring crowd before you. You slide into that virtual suit in the lounge room and slip away…
Rereading George Orwell’s essay Politics and the English language this week, I was reminded of the link between clear expression and clear thought: If a person is unable to write or speak clearly, it’s unlikely they have much worthwhile to say.
We all know sustainability is good for the environment and our community. But did you know that sustainable companies also enjoy increased profitability, higher investment returns, and find it easier to attract talent? In the following infographic, BWD explains the investment case for sustainability.
Do you have a message or idea to sell to time-poor audiences? Why not use motion graphics? A short animated video has the ability to win over audiences more quickly than words and still images alone. So if you’ve ever wondered how words and messages are transformed into animation, read on.
Here’s a thought: in the not too distant future, your Kindle could have face-recognition sensors that record what makes you laugh, cry or frown. Amazon will then sell you stuff based on your reactions. Your books will be reading you, even as you read them.
90% of all the data in the world has been created in the last two years. With the arrival of automated data capture, search marketing, user testing, online polls, chatbots and community forums, forms and 2B pencils are a thing of the past. But what form of data capture is best suited to your business?
So… you’re in an interview for the job of your dreams. You and the interview panel are getting on like a house on fire, so much so that the only thing that could improve it would be a cellar full of fireworks for extra whizz-bang-ery. Surely it’s in the bag. Then, suddenly, one of the panel asks, in an off-the-cuff manner: “One small thing, what do you think about our brand?”
China is as large and diverse as Europe, so it’s not surprising that creative and cultural differences abound.In this article we explore how the marketing and communications from three of the biggest regions – Beijing, Shanghai and Shenzen – differ, and what this means for western brands seeking to enter those markets.
How the search for meaning is causing consumerism to give back.