this post may seem abit all over the place, but since I will be out of orbit for a while I just wanted to put some stuff out there that has been festering in my mind of late.
I have noticed a sublte change in my vocabulary when talking to clients or when talking to creatives. To better make sense of where clients should go or what way creatives should view the problem the following changes have been slipping into my vocab and briefing.
1)Coherence vs Consistency
This one has been here some time now, but it’s relevance still is great. It is not about the right CMYK codes or the right dimensions of the logo. it’s about stuff making sense when it’s out there. it shoud fit together like a music album, more then a math formula. the sum of the parts shoud be you (the brand, company, etc) but the individual parts should also be enjoyable on there own and still ouze some of your flavour. which brings me to the second vocab change…
2)Gestalt vs tone of voice
This is by no means a new distinction, but to me it’s more and more important/back in vogue. Product parity makes for a use of advertising human emotions, but advertising parity and a lack of attention makes for the need to be recognizable in al the things you do. Gestalt is an old theory explained here. But the basic difference is that tone of voice is about presentation of one self. Funny, sarcastic, cool whatever. Gestalt is about owning something. it’s about having a unique (tangible?) quality that cannot be applied to something else. all this is basically been influenced by me reading more about design, art, city plannig etc. Apple being a very easy example of this, particulary with their iphone, pod, ads.
See one can have a romantic feel attached to anything (almost),but for many the feeling of seeing the city lights of Paris from the Eiffel tower is not something that can be transported. That particular zone is owned by the Eiffel tower, due to it’s physical elements. So while it’s may be contrary to say coherence is more important then consistency and then to say non portable elements are more important then portable, I can just say, yes and yes. Can’t explain it better yet. but you gotta be like a diamond, with many facets but still one diamond.
3) Finite solutions vs Infinite
It’s all about this generation, this era. the sky is not the limit. How can you make a difference now without trowing everything at the problem but the kitchen sink. restrictions, discrimination are a couple of tools/ideas that are needed more and more to create something that has focus and leaves no burden for the next group to come along.
3)bold ideas vs Big ideas.
Can’t realy put my finger on this one but it actually feels the most important. For me when I use the word big this is what I kinda think of.
The complicated, intricate elaborate scheme. Which is great, and can be/is still very usefull. Bold thinking on the other hand gives me a whole different feel, point of entry.
Bold makes me think of
Perhaps this all is thin thinking and not very clear, but somehow bold can be /mostly is big, but big does not always mean bold. perhaps there is more of an rebelious streak to bold ideas then to a big idea. this one I will need to come back to…continue
4)Politics vs people
due to the nature of the problems challenges and demands of the current and future world, politics is more and more important. While the rise of the consumer/prosumer is a much talked about and has had great impact, politics is where the pendelum of true power is swinging back to. it’s a realisation that we will not solve growing fuel prices, shortages in food. We, people, are firestarters, we are able to make things roll, but the big Mo come from running with the elected wolves. so what does this all mean? Reading fine print, finding pressure points to help people activate politicians that can move mountains, doing the non sexy stuff. while not every product lends it’self for all out politics, actualy every product does lend its self for politics. now matter how small we all leave a footprint that effects someone.
SO ask yourself, what small print can we use to make changes that riplle through society? just by thinking more about politics, (not ideoligical, but more practical), gets juices flowing that normaly don’t move much.
anyways, these are words that have been changing my thinking and actions, as well as the actions of clients. If anybody has some other words that they feel have changed their points of entry into discussions, let me know…
I leave you now with some nice music and a not so sublte message. Dovidjenja!
Heard about the guy
who fell off a skyscraper?
On his way down past each floor,
he kept saying to reassure himself:
“So far so good…
“so far so good…”
How you fall doesn’t matter. It’s how you land!