Digital in context of experience

"media are not extensions of ourselves but interfaces with experience"

Michele perras twittered the above statement over to me the other day.  Yup, just me (and her other 300 followers.)  What struck me, beyond the insight of the statement, was that the source of this thought was not a philosophical marketing, advertising or brand debate.  Rather it was a look at "Prosthetic Technologies as Interfaces".

This is something we have been talking about this week at Lift Communications.  Experiences are becoming the cornerstone of engagement and it's impossible to build a strategy of engagement without considering context.

Digital is just that:  a context.  It's an extension of our being.  Cell phones, PDAs, laptops, YouTube, portable entertainment devices, nike plus, etc.  So many of these tools are akin to cyber extensions.  They have become interfaces with experiences we are having or desire to share.

David Armano speaks on AdAge's announcement that digital agencies have failed to prove they can manage brands strategically.  And he concurs with AdAge's assessment, but in typical Armano style he paints a clear picture of a path forward.

And I think we can agree that it's not just digital shops that have to pay attention.  Many traditional agencies are so focused on the "Ad" as the ultimate expression and vehicle for a brand idea that they are missing the point.  Or rather, they are unable to interface with the very experience they wish to create.  ;)

Comments

[Gavin Heaton]

You know there is a good discussion going on (around this topic, sort of) at Kris Hoet's and Marcus Brown's blog:
http://crossthebreeze.com/2007/12/06/where-is-agency-20/
AND
http://www.thekaiser-edition.com/archives/2007/12/06/content-will-kill-your-advertising-agency/

There is a storm a-brewin. But perhaps only a storm in a teacup.

[The Kaiser]

Actually, it's not a storm. It's war.

[Sean Howard]

I love the war, Kaiser.

Have you considered outsourcing your supply chain management? What about a co-creation approach where we mobilize little old ladies across the nation to begin baking pies and bottling sardines?

[The Kaiser]

Ah, Mr Crapman,

I like your pragmatic approach to this. I like it alot.

[Lewis Green]

Sean,

As I said to David, it really isn't the agency's responsibility to manage brand, it the business's responsibility to manage brand. We may hire an agency to assist us in that task, but we can never give up the responsibility. It is neither possible not desirable to do so.

So, what is Lift Communications (I know what you do but not where you came from and don't really understnad what the first page says) and your role within it.

[Sean Howard]

LOL @ Lewis.

I assume you are referring to the first page of the Lift site. I'm working on that. But it's a slow process of conversation and exploration.

Lift is basically a full-service boutique marketing firm. But 19 people vs. my 6 and very strong from a financial and capabilities pov. Doing some great work quietly behind the scenes.

As to managing a brand... great points. Have you seen this article?

http://www.peachpit.com/articles/article.aspx?p=31108&rl=1

I'm not sure if there really is one way to manage a brand. But I agree there are significant challenges in outsourcing your brand. At the same time, an organization fully owning and coordinating their brand is a bit of a Holy Grail these days, no?

[Sean Howard]

LOL @ Lewis.

I assume you are referring to the first page of the Lift site. I'm working on that. But it's a slow process of conversation and exploration.

Lift is basically a full-service boutique marketing firm. But 19 people vs. my 6 and very strong from a financial and capabilities pov. Doing some great work quietly behind the scenes.

As to managing a brand... great points. Have you seen this article?

http://www.peachpit.com/articles/article.aspx?p=31108&rl=1

I'm not sure if there really is one way to manage a brand. But I agree there are significant challenges in outsourcing your brand. At the same time, an organization fully owning and coordinating their brand is a bit of a Holy Grail these days, no?