Behaviour change is at the core of almost all brand communication briefs. The brand are trying to make something happen, simultaneously inspiring, differentiating and ultimately making a few quid.
I mentioned recently the need the need to do rather than simply say - suggesting that saying should be used to help people discover the doing. If there ain't much doing then the brand needs to go back to the drawing board and asks some big questions about who exactly the are.
On this topic two really interesting talks have broached on this subject from very different angles. On the one hand is Rory Sutherland, head honcho at the IPA who made a brilliantly entertaining talk at the recent TED conference in Oxford promoting the importance of perceived value as a behavioural change mechanism (the diamond Shreddies example feels like it came from deleted Nathan Barley episode).
Katy Lindemann of Naked Communications talked of the need for play at this years Playful event (really wish I could have gone - looked great), it is after all at the root of learning. This approach entails a need to put something out there, but places the thing that is out there as a product or idea in beta, not finished but ready to be improved by the people the brand is trying to connect with through collaboration . The play bit is the learning and the value, combine this with a sense of connection with other people and you hit two key human needs - fun and social interaction.
Make it easy for the idea to spread and the most vital connection between people will happen.
If big organisations did follow this mantra of Katy's we could all be having a lot more fun and reading a lot less 'research' or top down communication that ignores our need to smile and ultimately have fun. Feels so weird that we should forget sometimes what seems so obvious.
hugh de winton
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