Wednesday, July 31, 2013

Welcome to the Age of Delightenment

+ Over the course of the last few weeks I've done some reading and some thinking. I've been reading about storytelling, about the digital state and lots of articles and opinions about where the ad biz is now and where its going.

The head-butting of traditional and digital. The conflicts of data and creativity. (yeah, see my last couple of posts ;) ) But where does it all lead us? This is probably the most important question. And I think the best way to describe it is not through words that associate themselves with channels. Nor is it claiming that any delivery channel is dead.

So what should we call this new era? How about The Age of Delightenment.

What is Delightenment? Simply put, it's ideas that delight and enlighten people, bringing together all the tools at our disposal. And like the Age of Enlightenment, it includes intellectual and creative thinking across different disciplines such as arts, sciences, and philosophy. It looks to connect to people based on a few insights that can drill down to deeper and more tactical executions.

  • Entertaining stories
  • Unexpected perks
  • Exceptional experiences (virtual or real)
  • Education
  • Awareness
  • Utility

And remember, these are channel agnostic and should be thought of first before figuring out the best way to execute them (obviously some work better in certain media than others.) And when any of these are done well, you'll find people will want to share what they like or learned.

What do you think? Let me know in the comments.

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