May 10

5 steps for marketers to personalize with ALL of their data

By Andrew | marketing

If you’re still sending out generic offers to your customers in 2017, something’s wrong. However, according to a recent article in The Wall Street Journal about personalization using data, “banks, including Chase, know they are sitting on a large deposit of gold—and they intend to mine it.” The same is true across every industry, particularly larger […]

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Dec 27

Creating a world: Tlön, Uqbar, Orbis Tertius

By Andrew | blog

I recently discovered a short story by Jorge Luis Borges called Tlön, Uqbar, Orbis Tertius. It is taken from the book Labyrinths, first published in 1962. The premise of the short story is that a secret society of conspirators convene to invent a planet called Tlön.  The planet would be described to the minutest detail […]

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Oct 04

Jaron Lanier on Virtual Reality

By Andrew | blog

This is funny – the invention of Virtual Reality: Jaron Lanier talks about Virtual Reality and the Information Economy. How the information economy works, in the words of Jaron Lanier, who invented Virtual Reality as we know it today: “I think you have to be a technology skeptic to love technology properly. You have to […]

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Sep 14

Why marketing online is like storytelling in the Wild West

By Andrew | blog

Marketing is about telling a story so your customer gets it. When constructing marketing messages and stories that communicate value for my clients, I’ve noticed a lot of common areas between marketing online and  storytelling disciplines such as filmmaking and screenwriting. I’ve written and produced many short films and even made a feature film, as […]

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Aug 20

Storytelling ideas for marketing Part 4

By Andrew | blog

How do we build a structure for storytelling in marketing? I had a student once who proposed an important distinction between narrative and story. Whether you agree or not, its useful, so here it is: Story has a point of view. There’s always someone or something telling a story – a story comes from somewhere. […]

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Aug 14

Storytelling ideas for marketing Part 3

By Andrew | blog

How do marketers create viral content? To understand how viral content is created, it might help to look at how actual viruses function in nature. Weird I know, but as a graduate in Biochemistry, I can see some parallels. What is a virus? A virus is a unique strand of RNA/DNA that invades the cell […]

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Aug 13

Storytelling ideas for marketing Part 2

By Andrew | blog

Viral videos In the world of ‘viral videos’, there’s an impression that one video doesn’t relate to the other, that ‘viral’ videos come out of nowhere and exist in isolation, drawing millions of viewers for no discernible reason. Maybe they succeed because of humour, or music, or incredible talent. Freak shows, juvenile kicks, genuine ‘black […]

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Aug 12

Storytelling ideas for marketing Part 1

By Andrew | blog

Working with ideas I really like the ideas presented by Jason Silva: Jason Silva, Idea DJ “performance philosopher.” “Aesthetics matter. Unfold the accordion and stretch the idea out and see if you can turn the idea into a narrative.” Yes! I’ve had many ideas recently but unfolding the accordion and stretching the idea out is […]

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