“When presented with bold new ideas, people reference what they know more than what they can conceive.”
Senior Director Michael Perman of Levi’s passed us oranges, recounted memories of his dad and deluged us with blue-jean trivia in an ad:tech sesh entitled “The Power of Storytelling.”
See snippets of tweet coverage. It’s apt that Levi’s give us the skinny on storytelling’s underrated appeal, given that its capacity to spin tales has beguiled us for years. Anyway, here’s some videographic deja vu.
Hayden kicked off by explaining the premise behind his talk: in this dire economic clime, when everybody’s castrating their own creativity, he hopes to encourage the industry to shelf their fears in favour of a little (well-informed) wonder.
He woke the muse by blasting us with iconic ads, like the Apple Newton stuff and “True Colors” from Dove’s Real Women campaign.
Then he gave us a long, colourful explanation of a hexagon he calls Hayden’s Mandala—a complex (and yet simple!) cycle of everything a person/brand goes through when facing a major growth trajectory or change. Here’s a video snapshot of that:
Then Hayden did something I’ve never seen a keynoter do before: he passed the floor to people whose products he thinks will change the media environment. I was awestruck, and only more so when I saw what came next.
Expect to hear his dish on where consumer generated media is now and why brands should dive in (as well as where). We also talked about what-in-hell happened with Wikia, why branding’s underrated, and what keeps Wikipedia afloat. (It ain’t advertising.)
Minutes before Jimmy Wales, Founder of Wikipedia, jumped on stage to keynote the opening session at ad:tech SF, I caught him for a short interview about his presentation on the future of consumer generated media, specifically for brand advertising. We talked about wikis being very valuable for information dense brands most notably in entertainment (e.g. “Lost” and “World of Warcraft”), but it’s not useful for consumer goods like Doritos.
BTW, there is no Wikipedia entry for Dijonnaise, but there is an entry for dijon. I invite readers to make the first Dijonnaise entry. Let me know when it goes live.
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