A BLOG ABOUT EXPERIENCE BRANDS

As marketers, we’re in the persuasion business, yet psychology and science rarely enter the conversation.

Doesn’t this seem strange?

If we want to become more effective at changing consumer behaviour, why don’t we delve deeper into behavioural economics? Or gain a clearer understanding of what attention is, and how it works, so that we can help brands “cut-through” the clutter?

We live in a time of great advances in many different fields. This is creating a new reality for brands, and a deeper understanding of the unconscious forces that shape how we think, feel and behave. It simply makes sense to combine these forces with people’s inherent desire for stimulation and engagement to create better experiences for brands.

At Jack, we’re not cognitive scientists; we’re in the business of creative communications. But we do use science to better connect people to brands. We’ve been codifying and distilling the research available, so that we can build better experiences by applying these insights in a systematic way.

We call this approach experiential coding. Read the full white paper here.

#Experience Design #jackmorton

Prankvertising: it’s basically Candid Camera with a packshot at the end, isn’t it? But - done right - it’s endlessly entertaining. And it’s not (just) schadenfreude. It’s because we never get tired of seeing genuine reactions and emotions. Real people, in real places, experiencing real things.

With that in mind, here’s ‘Fins-bury Shark’ - a brilliantly simple activation to promote Discovery Channel’s #SharkWeekUK.

#prankvertising #discovery channel #Brand Experience #experiencebrands #experiential

Jack Morton for SXSW 2015

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March of 2015 marks the date for the next South By South West festival for Music, Film and Interactive and Jack would like to be there!   

This year we’re excited to have three different panel submissions for the event, but 30% of the selection process is through public votes, so we need your help.

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#SXSW2015 #brands

OK, I’m all for branding but this just feels wrong in so many ways. Imagine the possibilities - ad supported fire hydrants (Iams), fire hoses (Smart Water), axes (Lowe’s)… Then again, maybe I’m thinking about it the wrong way. For the right brand (Fenway Franks, say) it could be marv-e-lous.
Here’s a selling point from their pitch: “Code 3 lights and sirens command impressions like nothing else!”
Um, yeah…

OK, I’m all for branding but this just feels wrong in so many ways. Imagine the possibilities - ad supported fire hydrants (Iams), fire hoses (Smart Water), axes (Lowe’s)… Then again, maybe I’m thinking about it the wrong way. For the right brand (Fenway Franks, say) it could be marv-e-lous.

Here’s a selling point from their pitch: “Code 3 lights and sirens command impressions like nothing else!”

Um, yeah…

The right message, to the right person, at the right time: it’s the ultimate goal of marketing and comms. And Cancerfonden (the Swedish Cancer Society) have hit the nail firmly on the head with this clever activation. 

Melanoma cases have doubled since 2000, which they think is due to Swedes remembering to cover up on holiday but forgetting to do so at home. So they created a shaded area for people.

But there’s more: it’s also a soccer pitch…and the field of play is marked out by lines of sunlight that are only visible between 11am and 3pm. To put it another way: the moment the message is relevant, the activation comes to life. And by creating a place to play, they’ve given people a compelling reason to step out of the sun - an experiential pull, not an above-the-line push. ‘The medium is the message’, as Malcolm McLuhan would say.

#cancerfonden #Brand Experience #experiencebrands #inspiration

The value of cu$tomer experience. Helping to build the case that creating an experience your customers value feeds the bottom line, a recent study by Medallia reports some impressive numbers. They ran their model against both subscription- and transaction-based businesses to show that higher customer experience scores correlated highly with greater spend and loyalty. And while the results focus on top line growth, they also found significant evidence supporting the idea that delivering better customer experiences actually result in LOWER costs due to savings on customer service, returns, churn, and other things associated with less-than-stellar experiences.

Are you a start-up in need of branding help?

In honor of Jack Morton’s 75th anniversary, we’ve been challenged to participate in a Day to Do: a day for all Jack Morton employees to do an activity of their choosing to help out their community or grow as professionals. 

Some of us in New York wanted to use this time to become the “agency for a day” for a budding, NYC-based start-up.  We’ll apply our expertise to solving their brand’s problems, helping to inform actual solutions and make a difference in the business. 

Interested?

If you’re a start-up in NYC and want to be considered for this project, shoot us an email at callie_deddens@jackmorton.com or christina_houghton@jackmorton.com, with the following:

Brand Name:
Number of  employees:
2 Sentences about why you want our help:

 We’ll tailor our offering to the needs of the selected start-up, but here are some thought-starters:

We could provide…

  • An internal strategy to help you communicate your vision & values
  • An external messaging strategy
  • Development of a new look & feel for your brand

#daytodo #agencyforaday

Hello, it’s nice to meat you. We often get compliments on our business cards because they have pics of us posing with different whimsical things that in some way define us (or not). But business cards made from beef jerky and lasered with your personal info - Brilliant! Perfect, memorable memento for your next, ahem, meat and greet.

Hello, it’s nice to meat you. We often get compliments on our business cards because they have pics of us posing with different whimsical things that in some way define us (or not). But business cards made from beef jerky and lasered with your personal info - Brilliant! Perfect, memorable memento for your next, ahem, meat and greet.

Flying Cars Predicted In Two Years: What Then?

The age of the Jetsons is almost here.  Terrafugia, a Massachusetts-based company, has made a car-plane hybrid called the Transition, which is set to launch in 2016 and retail at $279,000.

This futuristic vehicle is a street-legal car with wings that fold out to make an FAA-approved airplane.  It fits into your average single-car garage and drives with controls familiar to anyone with a driver’s license.  However, you won’t see people taking flight in the middle of the highway.  Takeoff can only happen at a public airport, and to do so you need a pilot’s license.  But because it’s classified as a “light sport aircraft” the requirements for a license aren’t that hefty—for example, you only have to be 16 years old and log a mere 15 hours of flight time with a qualified instructor.  

 While incredible, this miracle of technology also poses some inherent risks.  Crashes by amateur pilots happen all the time, and the Transition is targeted specifically at part-time fliers.  However, Terrafugia CEO says the plane’s ease of use and safety feature will protect against pilot error.  Worst case scenario, the Transition also comes with a rocket-deployed parachute that can be released when you pull a handle and float you—and your vehicle—to safety. 

 

#futuristic #cooltech

Your Jawbone is connected to your…

First off, this isn’t a rant on wearables, more a explanation on why I don’t have one*
You’d think I would, as every meeting with a tech agency requires at least someone to be smugly wearing a Jawbone (in much the way I cradled the first iPhone in 2007). They are nearly ubiquitously male, slim, media-types. Oh hang on. That’s me, isn’t it?
You wouldn’t be wrong. As someone who’s been a Creative Technologist at a number of Digital agencies, you’d think I’d have been first in the wearables-line; only swapping my Nike Fuelband at the launch of the Jawbone, before dumping that for the latest FitBit or Garmin’s Vivofit, whilst salivating over the impending Razr Nabu (the API is already open to developers). 
You know, maybe it’s sour grapes and I’m still smarting about not scrimping the cash together to fund Pebble on KickStarter… 

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#wearable technology #insights #technology #wearables