start with nothing

i think this is a really interesting thread and could be a very positive step for the ad industry if adopted. i previously wrote about it here...and here

Context, Value & The New Marketing Economy

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courtesy of helge tenno

A great starting point for any activity should be the notion that the communication / idea / campaign / product or service that the brand is trying to communicate is completely valueless until placed in the correct context. When this relevance is achieved, only then is value created.

the key bit here though is that it's no longer exclusively up to the brand to place the brand in the right context, it's a collaboration with the audience. If that initial idea isn't strong enough then ideas suddenly have to get shoehorned into channels and lose credibility

If we always started with this approach, I think we'd see a lot less intrusive or irritating brand communication. The very thing that serves no purpose to anyone and erodes trust in brands across the board.

hugh de winton