Commentary

Nigel Morris on Communication

Nigel Morris: The brand as a product is now going to be severely limited. All brands have to look at themselves as service, offering genuine service to consumers. One big way to do that is through digital media. Because of that, it's more important what you do than what you say. In the old world of mad men, the brands were the ones who told best story about themselves. In the new world, ithe brands that win are the ones whose consumers tell the best stories.

The holy grail is when you can understand what people do and why. Understanding the heart of the consumer as well as the rational side of the consumer.  "What we take on is the whole notion of creating time, meaning communication that consumers actually want to spend time with, because in that data driven deterministic world, that's fine for rational purchase, but a lot of other ocnsumer behaviors are driven by emotional ideas.  As an industry we can't lose sight that the content we create is content people want to spend time with. Enabling clients to get closer to consumer," says Morris.

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