We were blown away by the energy and insight of adman Robin Wight’s keynote speech about brands, social media and creativity. What a great way to finish the #LikeMinds 2010 conference. Below is a brief summary of the talk.-Brands only exist because they help consumers make buying decisions without using too much brain power.
-Once the brain has made up its mind, it doesn’t like changing (it takes twice as much energy to do something new than to do something practised).
-Old media preached that attitude change led to behaviour change. New media taught us that it’s actually the other way around.
-The mind changer is now a computer mouse. Just a click can give people the power to switch between brands.
-Engagement and transparency in social media can protect and enhance brand reputations.
-‘Moonwalking Bear’ ad went viral and increased awareness of cycling safety.
-It’s not about telling people where to go, it’s about being with them for the journey.
-The future’s bright, the future’s social and it ALWAYS HAS BEEN.
-The size of a group of primates can be determined by the size of their neo cortex. The human neo cortex predicts a group of 150 – that’s pretty close the average 130 friends on Facebook, and the average 180 contacts in a mobile phone’s contact list.
-The evolution of ‘mobile grooming’: scratch my back and I’ll scratch yours.
-The Big Society will be delivered via ‘collaborative consumption’ as well as the re-invention of volunteering.
-iamcreative.org.uk
-Technology’s making us human again.
There are so many great ideas to discuss here, and we’ll go into more detail in a later post. Thanks Robin (and we loved the purple suit).
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