More on being digital
You probably saw this already but Brian wrote a nice response to Randall’s manifesto around the need for creativity in online advertising. Brian’s point (which I agree with completely) is that creativity online is different from creativity offline. You can’t bring biases and frameworks from one place and simply apply them to the other. There are (probably) universal principles for creativity but they are much deeper than simply telling good stories or writing pithy headlines.
Yet again, this reminded me that we often subconsciously bring frameworks of thinking from the physical world into the digital world. I think we do it all the time. For example the idea that we buy digital ad space based on size is fairly ludicrous. Online, space is virtually unlimited – websites don’t fill up, there’s always more room!
However, to be perfectly honest, I’m as guilty of as the next person of slipping into that kind of thinking from time to time so I’ve created this handy chart that can be used to quickly check my thinking. I’ve posted it here, it may be helpful for you too.
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Tags: charts, frameworks
