Monday 17 June 2013

Simple Simon Says…

As an ex-Idealogy client from the action sports sector who kicked off his slaps, aired the fence and landed agency side, adapting to a new environment has been an interesting process – and one that has required a little cultural re-adjustment.



This has been most evident in the learning, understanding and translation of an entirely new language and way of conversing. In my previous life where ‘sick’ means good, ‘wack’ means bad and a ‘yard sale’ refers to a spectacular accident, it’s been interesting getting to grips with some new terminology to articulate many of the same brand and creative challenges I faced working within the slightly more gnarly surf, skate and snow sector.

Despite having a fairly good grasp of management language and marketing speak, there have been occasions when I have had to call a time-out and ask for a Simple Simon explanation to ensure we are all singing off the same brief sheet.

Here are a few of my favorites:

Sonic branding           
A catchy jingle you can’t stop humming

Viralisation           
Creation of memorable email content or video clips recipients will forward to the entire contents of their address book, post on Facebook or re-tweet etc.

Semiotic profile       
The meaning of life/understanding why when I see matt black I think about premium hi-fi brands

Way finding           
Where are the stairs, where’s the footwear department, where actually am I?

Experiential           
Learning about things in an unusual way (very often an unexpected song and dance routine in a railway station)

Intangible dichotomy       
It could be this or it could be that - whatever it is - it’s a bit tricky to put your finger on. Possibly the next album from Radiohead

Markers in the sand       
Creativity under constraint

Customer intimacy       
Treat the customer as an individual

Unspeak               
Making things sound more palatable or appealing when they’re actually not (climate change rather than global warming)

Agile project management   
Be prepared to bend over backwards and for deadlines to continually shift

Behavioral segmentation       
In surfing terms it’s a bit like understanding the difference between goofy and regular riders or the differences between skiers and snowboarders

Any more for any more?



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