Think Media » fast forward http://www.alexanderlynn.com/blog Marketing, Advertising, New Media, Branding, Technology, Film Production Wed, 21 Jul 2010 16:07:36 +0000 http://wordpress.org/?v=2.9.2 en hourly 1 Change What’s Wrong, Not What’s Right! http://www.alexanderlynn.com/blog/2010/02/understand-the-context/ http://www.alexanderlynn.com/blog/2010/02/understand-the-context/#comments Fri, 19 Feb 2010 16:39:39 +0000 alex http://www.alexanderlynn.com/blog/?p=227 In this day and age, the big trend is to experiment in the ways we communicate and market to our consumers. While this change and reinvention is most definitely necessary (due to the changing nature of consumers and the evolving media landscape), many companies don’t seem to understand why they are doing it; and this is a major issue. Companies shouldn’t simply alter the way they do things because it’s the trend. In fact, they need to have a reason to believe that the change will induce positive returns. Changing things (even if they’re small) without properly understanding the context and situation might leave them unpleasantly surprised.

Before altering their practice, companies should ask themselves a few simple questions: What is the problem and is it really a problem?, Where does this problem come from?, how will the envisioned changes help resolve the situation? What is in it for their customers? Doing this could save them from taking decisions they may regret.

Dean Markadakis from Fast Company cleverly exposes a situation where precipitated changes didn’t actually solve a problem, in this video interview produced in association with Google and the Wharton School of Business. Enjoy!

]]> http://www.alexanderlynn.com/blog/2010/02/understand-the-context/feed/ 0 Google Fast Forward: Advertising & Marketing channel http://www.alexanderlynn.com/blog/2009/09/google-fast-forward-advertising-marketing-channel/ http://www.alexanderlynn.com/blog/2009/09/google-fast-forward-advertising-marketing-channel/#comments Wed, 23 Sep 2009 22:55:46 +0000 alex http://www.alexanderlynn.com/blog/?p=59 In association with the Wharton University of Pennsylvania, Google has just released a new site that focuses on advertising and marketing. They have created a destination which is packed with insight and useful information on the ongoing transformation of the marketing world. I am sure it will come in real handy and be appreciated by many.

But coming to think of it, Google has created much more than a database with useful content and advice. It has actually set up a place for fellow advertising and marketing aficionados to find each other and get connected. This will instantly lead to people debating ideas, sharing content, spreading knowledge and really just talking about their passion. One big collaborative marketing conversation!

You may under-estimate the power of such a place, but don’t! It is places like these that fully show the power of tribes (And companies like Google understand that power). As Seth Godin explained in the Ted video I previously posted (find it here): ”Tribes are about leading and connecting people and ideas” he later goes on to explain: “it turns out that it’s tribes, not money, not factories, that change our world, that change politics, that align large numbers of people. Not because you force them to do something against their will. But because they wanted to connect.” Enabling people to meet, exchange and collaborate often leads to, brilliant ideas, great surprises and more valuable content. Who knows, you might meet your future business partner in a place like this! Google hasn’t created a marketing & advertising tribe. Tribes of this kind already exist. It has merely offered a new space that will let existing tribes unite and develop. Use this to your advantage. Make connections, think, share, create!

Whether its here or elsewhere, I encourage you to find subjects that inspire you and join the conversation. Help ideas develop. It will make you grow and others as well. Everybody benefits.

http://www.youtube.com/fastforward

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