I was thinking that my first real post would be about words. It changed yesterday morning as I was convinced by Faris Yakobs excellent blog to take it one level higher.
This film on the changing nature of texts make me think of something that occupies me quite a bit at the moment: classical advertising as a branding tool. I believe the film touches on something, which is a big problem for advertising agencies (at least in Switzerland). We tend to make stories (funny, informative, whatever), which are then linked in with a brand in one way or another. The crux being that these stories are almost always linear. In fact just as linear as the first line of text in the film. Brands, obviously, are more similar to the examples of text in the latter parts. There are a few examples of classical campaigns bridging that divide (I think Coke is one). But mostly we think in very linear stories told in very linear text. This is why I find this whole Web-2.0-thing interesting: It's not about blogs or pictures or videos, it is a good place to learn a thing or two about multidimensional connections, communication, brands etc. I'm wondering if I will ever convince anyone in my agency that this makes sense. Actually, I am wondering if it is not a bit trivial. Yet I have this feeling I will be in discussion soon where it might be a helpful comparison.
I don't think it's trivial at all mate - the age of non-linear hypertextual ideas is just beginning!
Welcome back to the blogosphere.
Posted by: Faris | February 08, 2007 at 12:05