October 14, 2008

The blurring lines between content and advertising (Techdirt on Lexus's LStudios)

Picture_5 I ran across this interesting example of how next-generation advertising is increasingly becoming content publishing, via Techdirt's Mike Masnick. He mentions BMWFilms.com as well, a campaign which I think was extremely successful and a real booster for BMW sales as I understand it, so I will be watching what Lexus does here, for sure. I definitely like the fancy 'cool iris' like cover-flow thing on their homepage - seems like we are going to see this kind of stuff everywhere now ;)

Oct 14, 2008 10:59:06 AM | Advertising Trends

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A must-read by Larry Lessig: "A Defense of Piracy" via the WSJ. I will comment in more details later but... READ THIS. Excerpt: "Deregulate "the copy": Copyright law is triggered every time there is a copy. In the digital age, where every use of a creative work produces a "copy," that makes as much sense as regulating breathing. The law should also give up its obsession with "the copy," and focus instead on uses -- like public distributions of copyrighted work -- that connect directly to the economic incentive copyright law was intended to foster. Simplify: If copyright regulation were limited to large film studios and record companies, its complexity and inefficiency would be unfortunate, though not terribly significant. But when copyright law purports to regulate everyone with a computer, there is a special obligation to make sure this regulation is clear. It is not clear now. Tax-code complexity regulating income is bad enough; tax-code complexity regulating speech is a First Amendment nightmare. Restore efficiency: Copyright is the most inefficient property system known to man. Now that technology makes it trivial, we should return to the system of our framers requiring at least that domestic copyright owners maintain their copyright after an automatic, 14-year initial term. It should be clear who owns what, and if it isn't, the owners should bear the burden of making it clear. Decriminalize Gen-X: The war on peer-to-peer file-sharing is a failure. After a decade of fighting, the law has neither slowed file sharing, nor compensated artists. We should sue not kids, but for peace, and build upon a host of proposals that would assure that artists get paid for their work, without trying to stop "sharing." Larry rocks - and that's that!
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Nice review of my Futurist Presentation & Speech in Trinidad Judette Coward Pugliesi has a nice review of my recent gig in Port of Spain Trinidad, here. There is some good stuff in here that is worth quoting: "Leo(n)hard stopped short of saying that traditional media was dead preferring to hint traditional thinking was state of mind whose biggest limitation was a lack of creativity..." Very astute conclusion indeed. "What we are witnessing today is a drastic departure from the old days of top-down TV culture to one that allows for consumer participation and self expression. “We are no longer content with being consumers of media, we actually want to be part of it, influence it, change it and yes even create it... explained the futurist" This summary is the best part of the review - nice to my fanciful slides condensed into a few lines: "Here is the conundrum for marketers; how to get the attention of the now all powerful consumers in a noisy and fragmented market place? Leo(n)hard gave the following tips that were brilliant because of their simplicity. I took note of them because they can be easily implemented as part of any strategy. He advised marketers to: Make open communications a must Shift marketing online to video, social networks and mobile media Maximise Google juice; it is crucial to digital branding Ensure the customer experience online is seamless and engaging Capture metrics and data Make content free or customers will click your company into oblivion. My slideshow and PDF downoad is here. Final comment (and extension..;)

Gerd Leonhard

Keynote Speaker, Think-Tank Leader, Futurist, Author & Strategist, Idea Curator, some say Iconoclast | Heretic, CEO TheFuturesAgency, Visiting Prof FDC Brazil, Green Futurist

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