Skip to main content

Home/ @Publish/ Group items tagged Red Bull

Rss Feed Group items tagged

Filter: All | Bookmarks | Topics Simple Middle
Pedro Gonçalves

Innovation--You're Doing It Wrong: How To Put Intuition And Ideas Before Tests And Anal... - 0 views

www.fastcocreate.com/...ion-and-ideas-before-tests-and

Neuroscience Cognitive Science Innovation

shared by Pedro Gonçalves on 25 Feb 14 - No Cached
  • Subjects were asked to report when they could explain why they favored one deck over another. It required about 50 cards before a participant began to change their behavior and favor a certain deck, and about 80 cards before they became aware of why they did it. Rationality is a relatively slow process.
  • Damasio formulated the landmark somatic marker hypothesis. This model of decision making shows how our decisions often depend upon access to what he calls somatic markers, feelings that are tagged and stored in the body and our unconscious minds. As Damasio states, “It is emotion that allows you to mark things as good, bad, or indifferent literally in the flesh.”
  • The topline reports skim the surface because we’re asking consumers and ourselves to explain primarily intuitive purchase decisions. Intuition by definition is “something that is known or understood without proof or evidence.” The primacy of rational analysis is reflected in the abysmal failure rates of these tests. Most ideas that pass, go on to fail in market--about 80% of the new products launched in the US.
  • ...5 more annotations...
  • Steve Jobs refused testing. James Dyson, and Dietrich Mateschitz did pre-test but fortunately ignored the reports that told them their ideas wouldn't work. And Apple, Dyson and Red Bull respectively, created revolutionary products and dominated entirely new categories.
  • Disruptive ideas rarely pass because they’re benchmarked against norms of average old ideas, not revolutionary new ones. For example, the Red Bull test failed to measure the emotional value of wild parties and exciting sports to come, the future keys to the brand’s success.
  • Intuitive leaps are not always right. But testing online provides an invaluable chance to gauge real behavior and apply logic after the fact, where it is most helpful.
  • When you measure actions not words, you are measuring the hidden emotions that drive responses.
  • Let Execution Inform Strategy The industry standard for testing positioning concepts involves stripping them of emotional executional elements often in the form of “white card” concepts. The goal is to isolate the single functional benefit that best drives sales. This doesn’t make sense, nor does it work. It emphasizes the rational reasons to justify purchase, not the emotional motivation to buy in the first place.
Pedro Gonçalves

The 3 Keys To Agile Content Development | Co.Create: Creativity \ Culture \ Commerce - 0 views

www.fastcocreate.com/...s-to-agile-content-development

Content Strategy Content Marketing Agile Content

shared by Pedro Gonçalves on 08 Feb 13 - No Cached
  • When brands come to agencies for agile content development, the main criteria is usually that the content must be high quality, compelling, low-cost, high frequency, and quick-turnaround. But often their internal structure and processes aren’t yet optimized to embrace this type of approach. In agile content development, timing and efficiency is everything. Without it, there is no liftoff.
  • Brands can optimize themselves for agile content development by making internal adjustments that improve communication, the first of which should be to empower a small team to manage the process. This team should have the authority to secure and approve budgets, as well as weigh in creatively and strategically on content as it goes to market. Creating a nimble group that has real ownership of the process will make things more efficient and reduce the chances of unnecessary stress being put on your brand marketing team as a whole.
  • This exercise will also help your brand get into the right mind-set. Think of your brand marketing team as the police force, and your agile content group as the SWAT team.
  • ...6 more annotations...
  • Agile content development is best executed by a partner that has strategy, production, and analytics under one roof, combining what agencies traditionally do best with what production companies traditionally do best.
  • When strategy, creative, and production teams can sit side by side and collaborate fluidly, agile content is the by-product.
  • A perfect example of this is Red Bull, which has even gone a step further to combine brand, agency, and production company into one. No one would argue that they are not one of the most successful agile content marketers on the planet.
  • The most important part of setting your brand’s agile content strategy is having a clear idea of why your brand is creating content to begin with.
  • Next, your responsibility is to make sure that the content you’re creating is meeting your brand’s overall objectives. Your selected content partner should be responsible for making sure the content you create is something that your target consumer actually wants to see.
  • Once your brand’s content strategy is set, it should be seen as a living framework that should evolve over time. Recognize that your brand and content both live in a dynamic world that changes constantly.
1 - 3 of 3
Showing 20▼ items per page