Comments on: Lost in translation: the changed context of marketing terms. http://www.zeusjones.com/blog/2008/lost-in-translation-the-changed-context-of-marketing-terms/ Fri, 03 Feb 2012 14:29:00 +0000 hourly 1 http://wordpress.org/?v=3.1 By: airline http://www.zeusjones.com/blog/2008/lost-in-translation-the-changed-context-of-marketing-terms/#comment-432 airline Sat, 25 Oct 2008 18:57:37 +0000 http://www.zeusjones.com/blog/?p=396#comment-432 <strong>airline...</strong> airline... airline…

airline…

]]> By: air plane ticket http://www.zeusjones.com/blog/2008/lost-in-translation-the-changed-context-of-marketing-terms/#comment-431 air plane ticket Sat, 25 Oct 2008 18:21:51 +0000 http://www.zeusjones.com/blog/?p=396#comment-431 <strong>air plane ticket...</strong> air plane ticket... air plane ticket…

air plane ticket…

]]> By: Steve Hartman http://www.zeusjones.com/blog/2008/lost-in-translation-the-changed-context-of-marketing-terms/#comment-430 Steve Hartman Fri, 17 Oct 2008 21:42:31 +0000 http://www.zeusjones.com/blog/?p=396#comment-430 <strong>The Streets Don't Lie...</strong> Through mismanagement and inexperience eBay has eroded the trust of millions and the publishers in the ePN program. Read this forum post about how John Donahoe and Steve Hartman are quickly becoming the laughing stock of the affiliate marketing commun... The Streets Don’t Lie…

Through mismanagement and inexperience eBay has eroded the trust of millions and the publishers in the ePN program. Read this forum post about how John Donahoe and Steve Hartman are quickly becoming the laughing stock of the affiliate marketing commun…

]]> By: Adrian Ho http://www.zeusjones.com/blog/2008/lost-in-translation-the-changed-context-of-marketing-terms/#comment-429 Adrian Ho Sun, 21 Sep 2008 14:42:36 +0000 http://www.zeusjones.com/blog/?p=396#comment-429 Derek! How the hell are you? Sounds like you're working on some fantastic stuff. I am familiar with some of the thinking coming out of C3, but haven't seen the digit stuff you're referring to. Anything more you can share there? Not sure how long you've been reading, but I've been searching for work/thinking on the semantics or meaning of interactions. Are there global meanings that people will ascribe to certain interactions? Is there a common language of interactions? That sort of thing. Is that a part of your work over there? I'd love to know more about what you're up to, I'll send you an email. Not sure if I have your latest address. Derek!

How the hell are you? Sounds like you’re working on some fantastic stuff.

I am familiar with some of the thinking coming out of C3, but haven’t seen the digit stuff you’re referring to. Anything more you can share there?

Not sure how long you’ve been reading, but I’ve been searching for work/thinking on the semantics or meaning of interactions. Are there global meanings that people will ascribe to certain interactions? Is there a common language of interactions? That sort of thing. Is that a part of your work over there?

I’d love to know more about what you’re up to, I’ll send you an email. Not sure if I have your latest address.

]]> By: derek yates http://www.zeusjones.com/blog/2008/lost-in-translation-the-changed-context-of-marketing-terms/#comment-428 derek yates Sat, 20 Sep 2008 07:50:03 +0000 http://www.zeusjones.com/blog/?p=396#comment-428 hi Adrian- a blast from the past am just writing an assignment that involves students utilising the potential of sequence and interaction within a communication. a couple of ideas that i have found useful.. for apologies if you are already familiar: attributes of successful interaction from Digit London ordinary: familiar/ non scary/ approachablesurprising: unexpected & exciting flow: dynamic/ excitingplay: drives investigation/instigates discovery/ enables new information to be digested reward: is it working? something should happenphysical: needs to have some tangible aspect- can you touch it? also... “participatory culture..... describes the way consumers interact with media content, media producers and eachother. As they explore the the resources available to them.. consumers become active participants in shaping the creation, circulation and interpretation of media content, such experiences deepen the consumers investment in the media property and expands their awareness of both content and brand.” MIT, Convergence Culture Consortium/ i'm currently working on a project with onedotzero that involves graphic design and illustration students from camberwell, working with moving image and interactive students from LCC, responding to ephemeral cities by jason bruges to create work that is then passed on to students from the architectural association to interprete and react to. we hope to examine the nature of the creative process when it works across disciplines and invites to participation of others. i'd love to get your input on this and other projects. Derek Yates, course director, design practice, camberwell, university of the arts, london hi Adrian- a blast from the past
am just writing an assignment that involves students utilising the potential of sequence and interaction within a communication. a couple of ideas that i have found useful..
for apologies if you are already familiar:
attributes of successful interaction from Digit London
ordinary: familiar/ non scary/ approachablesurprising: unexpected & exciting
flow: dynamic/ excitingplay: drives investigation/instigates discovery/ enables
new information to be digested
reward: is it working? something should happenphysical: needs to have some tangible aspect- can you touch it?
also… “participatory culture…..
describes the way consumers interact with media content, media producers and eachother. As they explore the the resources available to them.. consumers become active participants in shaping the creation, circulation and interpretation of media content, such experiences deepen the consumers investment in the media property and expands their awareness of both content and brand.”
MIT, Convergence Culture Consortium/
i’m currently working on a project with onedotzero that involves graphic design and illustration students from camberwell, working with moving image and interactive students from LCC, responding to ephemeral cities by jason bruges to create work that is then passed on to students from the architectural association to interprete and react to. we hope to examine the nature of the creative process when it works across disciplines and invites to participation of others. i’d love to get your input on this and other projects.
Derek Yates, course director, design practice, camberwell, university of the arts, london

]]> By: Adrian Ho http://www.zeusjones.com/blog/2008/lost-in-translation-the-changed-context-of-marketing-terms/#comment-427 Adrian Ho Fri, 05 Sep 2008 11:46:19 +0000 http://www.zeusjones.com/blog/?p=396#comment-427 Hi Sarah, I didn't go to Miami this year but I'm glad to hear that others are talking about the same things - not surprised it's Digitas. There's a big split in the community now. People trained classically are not always going to want to accept that their training isn't as relevant anymore. Hi Sarah, I didn’t go to Miami this year but I’m glad to hear that others are talking about the same things – not surprised it’s Digitas. There’s a big split in the community now. People trained classically are not always going to want to accept that their training isn’t as relevant anymore.

]]> By: Sarah N http://www.zeusjones.com/blog/2008/lost-in-translation-the-changed-context-of-marketing-terms/#comment-426 Sarah N Thu, 04 Sep 2008 16:52:37 +0000 http://www.zeusjones.com/blog/?p=396#comment-426 Adrian, Did you attend the AP Conference in Miami this year? Digitas gave a nice presentation along the same on relationships + interactions. It's nice to know more planner-types are taking this approach (I'm a junior planner in MPLS + continually baffled by the number of colleagues I come across who aren't interested). As far as friendship vs. relationship: If you approach your brand model just as you would any human relationship, the relationship is simply a start to a potential friendship. Of course, relationships can take on other formations... but I don't think that is the point of the new model. This new model is meant to allow the user to move within, leave, come back.. they are in control of the relationship. Adrian, Did you attend the AP Conference in Miami this year? Digitas gave a nice presentation along the same on relationships + interactions. It’s nice to know more planner-types are taking this approach (I’m a junior planner in MPLS + continually baffled by the number of colleagues I come across who aren’t interested).

As far as friendship vs. relationship: If you approach your brand model just as you would any human relationship, the relationship is simply a start to a potential friendship. Of course, relationships can take on other formations… but I don’t think that is the point of the new model. This new model is meant to allow the user to move within, leave, come back.. they are in control of the relationship.

]]> By: David Esrati http://www.zeusjones.com/blog/2008/lost-in-translation-the-changed-context-of-marketing-terms/#comment-425 David Esrati Mon, 01 Sep 2008 19:17:07 +0000 http://www.zeusjones.com/blog/?p=396#comment-425 Adrian- You are a Brit? Think of some of your football fanatics. I live in Ohio- the "Buckeye" brand is what defines quite a few peoples lives. People will spend $50K cloning a pet- you don't think they can have a friendship with a brand? I own a BMW motorcycle- I am accepted almost instantly by other BMW owners. Sure brands can fulfill the role of friend. Adrian- You are a Brit?
Think of some of your football fanatics.
I live in Ohio- the “Buckeye” brand is what defines quite a few peoples lives. People will spend $50K cloning a pet- you don’t think they can have a friendship with a brand?
I own a BMW motorcycle- I am accepted almost instantly by other BMW owners. Sure brands can fulfill the role of friend.

]]> By: Adrian Ho http://www.zeusjones.com/blog/2008/lost-in-translation-the-changed-context-of-marketing-terms/#comment-424 Adrian Ho Mon, 01 Sep 2008 14:33:02 +0000 http://www.zeusjones.com/blog/?p=396#comment-424 But does the brand really fulfill the role of friend? Can a brand really do that? I don't disagree brands are important to people - some more than others (brands that is) but I think the personification of brands can be taken too far. But does the brand really fulfill the role of friend? Can a brand really do that? I don’t disagree brands are important to people – some more than others (brands that is) but I think the personification of brands can be taken too far.

]]> By: David Esrati http://www.zeusjones.com/blog/2008/lost-in-translation-the-changed-context-of-marketing-terms/#comment-423 David Esrati Mon, 01 Sep 2008 13:21:49 +0000 http://www.zeusjones.com/blog/?p=396#comment-423 Adrian- so the people who become an entire demographic- like Harley owners- is a stretch? For people to continue to use google- and entrust all their data to pass through their hands- there has to be a friendship. The brands that get it right- get it very right. In this GM town- there used to be strong anti-Ford feelings, Chevy was American, right with apple pie, as Chevy broke the trust of it's strongest supporters, it started its fall from grace. Brands can be very important- but not self important. Adrian- so the people who become an entire demographic- like Harley owners- is a stretch?
For people to continue to use google- and entrust all their data to pass through their hands- there has to be a friendship.
The brands that get it right- get it very right.
In this GM town- there used to be strong anti-Ford feelings, Chevy was American, right with apple pie, as Chevy broke the trust of it’s strongest supporters, it started its fall from grace.
Brands can be very important- but not self important.

]]> By: Adrian Ho http://www.zeusjones.com/blog/2008/lost-in-translation-the-changed-context-of-marketing-terms/#comment-422 Adrian Ho Fri, 29 Aug 2008 13:41:36 +0000 http://www.zeusjones.com/blog/?p=396#comment-422 Hmm...not sure about relationships/friendship. I think it's possible with some brands but I think it's a stretch for most. Companies provide things and services to people. Other people provide relationships/friendship to most people. I think that's why there a brand backlash because we're a bit too presumptuous about how important brands can be. Hmm…not sure about relationships/friendship. I think it’s possible with some brands but I think it’s a stretch for most. Companies provide things and services to people. Other people provide relationships/friendship to most people. I think that’s why there a brand backlash because we’re a bit too presumptuous about how important brands can be.

]]> By: David Esrati http://www.zeusjones.com/blog/2008/lost-in-translation-the-changed-context-of-marketing-terms/#comment-421 David Esrati Thu, 28 Aug 2008 22:18:20 +0000 http://www.zeusjones.com/blog/?p=396#comment-421 Adrian- I don't see the word "Relationships" explained in your chart- but, I think it goes one step more- to creating "friendships". While branding was the end all buzzword of the last decade- it's really about hanging out with products/services that are like good friends. Loyal, won't screw you over, dependable, stand for something, valuable to you and help you define yourself. Marketing begins with an introduction, hopefully builds into a connection- which becomes a relationship/friendship- that lasts until you either betray the customer- or lose out to a new, cooler, hipper friend. Adrian- I don’t see the word “Relationships” explained in your chart- but, I think it goes one step more- to creating “friendships”.
While branding was the end all buzzword of the last decade- it’s really about hanging out with products/services that are like good friends. Loyal, won’t screw you over, dependable, stand for something, valuable to you and help you define yourself.
Marketing begins with an introduction, hopefully builds into a connection- which becomes a relationship/friendship- that lasts until you either betray the customer- or lose out to a new, cooler, hipper friend.

]]> By: Dino http://www.zeusjones.com/blog/2008/lost-in-translation-the-changed-context-of-marketing-terms/#comment-420 Dino Wed, 27 Aug 2008 19:50:24 +0000 http://www.zeusjones.com/blog/?p=396#comment-420 your hunch is correct, adrian! nice new look for the weblog, by the way :) your hunch is correct, adrian!

nice new look for the weblog, by the way :)

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