Behavioral Bites -
Strategies and Insights for Business
In a new monthly thought piece SevenOne AdFactory CEO Tom Schwarz and Strategy and Insights Manager Valeria Witsch offer a perspective on human behavior, and what these insights could mean for new brands and their marketing strategies.
SevenOne AdFactory's Strategy and Insights team specializes in the development of creative brand strategies based on the observation and analysis of behavioral insights and market developments.
Google & Amazon = NASA
by Tom Schwarz
The Romans built and perfected the roads system and became a world power. The British did the same with the sea routes and built an empire. During the Cold War the thinking was: he who rules space, rules the world. And it all began with the race to the moon. The internet, a project designed to enable disturbance-free communication in the event of nuclear war, also emerged during this time.
How is it today? He who rules the internet rules society. Today the world is mastered by he (or she) who can influence it. Trump (unfortunately) knows how to work this to his advantage as much as the digital giants. There are no boundaries, dictatorships or limitations that can stop this development. The digital giants are more powerful than ever weapon and are spreading more quickly than any epidemic. Today 140 characters can cause a landslide.
Thousands of scientists were researching rockets, nuclear bombs and killer satellites without knowing that the solution was actually hidden in a minor “spin off”. The key to world domination lay in the communication that these people had developed among themselves in case of emergencies. Ergo: everyone sees big things with eyes wide shut. But, it is the seemingly small things that mark the dividing line between success and failure.
A VISIONARY, VISION IS SCARY
by Valeria Witsch
Of word play and love of the status quo
„A visionary, vision is scary”, is a statement that is many things to many people: a play-on-words, an Eminem quote and a description of a conflict we as people often experience.
Openness to change is enormously important and yet we as people find it extremely hard. Habit promises security. We are comfortable with the status quo, or at the very least we make our peace with it – anything is better than putting the (scaredy) cat among the pigeons. Nobody wants to be responsible if a change makes a situation worse.
But herein lies the crux of the problem: He who takes a chance on the new is not the one who risks worsening a situation, but he who always continues on the same path. This is truer than ever in today's fast-moving world. Brands and the people behind them need to remain adaptable and maintain an ability to learn. This requires a culture that allows for mistakes and wiggle room which, in the age of optimized time and budget planning, has to be fought harder and harder for. As Simon Sinek so rightly puts it: "The goal in business is not to win, but to stay in the game."
The perceived unique
by Valeria Witsch
Advertising in the era of the individual
People of today are desperate to assert their individualism but deep rooted in all of us is the need to belong to a wider movement. Successful international brands succeed in meeting both needs with products which feel like true one-offs but also offer mass appeal. Apple puts their users at the centre of their advertising, for example, while at the same time selling products which mean membership to an exclusive worldwide club. Brands flourishing in today’s society should show this higher purpose and also offer their users space to identify.
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