Brigadoon Weekly: 1979, Logos, Behavioral Economics, Longevity, Growth Marketing

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1979, Logos, Behavioral Economics, Longevity, Growth Marketing 

Brigadoon Weekly
January 27, 2018
Curation and commentary from 
Marc A. Ross

Reporting from Alexandria, Virginia 

Brigadoon = Where entrepreneurs and thought leaders gather to discuss emerging issues shaping commerce and culture.


ROSS RANT

Let's communicate like its 1979

Going back forty years, communications was pretty easy.

The communications environment was simple - it was one to many.

If you wanted the world to pay attention back then, you secured time on one of the few platforms that ensured your message would be broadcasted to the masses.

Today, such mass broadcast opportunities are infrequent. The communications environment is not so easy.

I count at least 27 different platforms which provide tools to communicate.

Tools which frankly make it more difficult for the communicator. Such abundance of tools causes strategic paralysis and organization failure due to rapid springing to the latest shiny object.

The world has changed. Get over it.

As communicators, it is true you now have to play on all these different platforms because it's doesn't matter what you prefer.

It matters what your audience prefers. 

It matters where your audience is seeking information.

It matters how your audience is processing information.

It matters when your audience is accepting information.

To succeed in this new communications environment, focusing on strategy and organization more and tactics less will be fruitful.

Tactics will change. Get over it.

In any given week you will hear it is SEO, Instagram is next, podcasts for sure, and most certainly email. 

Who knows which is correct, it doesn't matter.

Tactics come and go.

Tools come and go.

If you buy a drill at the hardware store, you are not purchasing a drill. You are purchasing a hole.

A hole which you can make from numerous tools, it just so happens that a drill is the best tool currently for the task.

Seeing a communication platform as a tool and just one of many solutions is essential.

Seeing tools for what they are and realizing the importance of strategy and organization as a means to better execution of tactics is essential.

You'll find the right tools to engage your audience, but without adequately identifying the strategy and without adequately setting the organization, your communications won't be as successful in 2019.

-Marc

Marc A. Ross is the founder of Brigadoon and specializes in thought leader communications and global public affairs for executives working at the intersection of globalization, disruption, and politics. 

FIVE ARTICLES TO READ

What makes a great logo: Four critical qualities that nobody talks about. http://bit.ly/2DCqy5B

Tim Harford: how behavioral economics helped kick my phone addiction: What economic theory can teach us about reining in our screen habits. https://on.ft.com/2DCr43x

'The goal is to automate us': welcome to the age of surveillance capitalism: Shoshana Zuboff’s new book is a chilling exposé of the business model that underpins the digital world. Observer tech columnist John Naughton explains the importance of Zuboff’s work and asks the author 10 key questions. http://bit.ly/2DBIxsS

Two kinds of marketing http://bit.ly/2DCactE

Longevity — the biggest business opportunity of the 21st century: Industry needs to recognize that aging is not just a problem, but an opportunity. https://on.ft.com/2DBK81z

DISRUPTION

Go to bed! Brain researchers warn that lack of sleep is a public health crisis: WP reports, a growing number of scientists, not normally known for being advocates, are bringing evangelical zeal to the message that lack of sleep deserves as much attention as the obesity epidemic.

Sleepless in Saskatchewan: Canadians are sleeping about an hour less per night now than they were in 2005.

Moon water: The European Space Agency wants to mine the moon for oxygen and water.

Betting on Bitcoin: Tax breaks, land deals, and cheap energy have spurred cryptocurrency mining in the nation of Georgia, which wants to be a digital data leader.

E-commerce powers China to world’s top retail spot: China is expected to overtake the US this year to become the world’s largest retail market, propelled by the country’s three-decade economic boom that has spawned the top global e-commerce market By the end of this year, e-commerce will make up over a third of all retail sales in China, compared to around a tenth in the US.

Global luxury brands are going all out with their digital Chinese New Year campaigns to ring in the Year of the Pig. 

Bloomberg Innovation Index: World’s most innovative countries:

1. South Korea
2. Germany
3. Finland
4. Switzerland
5. Israel
6. Singapore 
7. Sweden
8. United States
9. Japan
10. France
11. Denmark
12. Austria
13. Belgium
14. Ireland
15. Netherlands


Yogurt: Americans didn’t eat a meaningful amount of Greek yogurt in 2007, but now it accounts for half of American sales and now supermarkets stock 300 to 350 different yogurt products. Americans eat 14 pounds of yogurt per year.

To learn another language, nurture your own: When it comes to learning foreign languages, research shows that children perform better in a multilingual environment than total immersion.

“Brain Training” video games: The brain-training industry is forecast to be worth more than $8bn by 2021. The claim is that tailored video games can sharpen cognitive skills and delay the hallmarks of senility such as memory loss.

PODCAST

This Week in Startups: Rachel Hepworth: She's head of growth marketing at Slack, breaks down how startups can best "go to market and grow." http://bit.ly/2DAwj3u 

SONG

Portugal. The Man - Feel It Still (ZHU Remix)https://goo.gl/aJvk1T 

Marc Ross

Based in Washington, DC, I specialize in thought leader communications and global public policy for public affairs professionals working at the intersection of globalization, disruption, and politics.

Clients hire me to ghostwrite, engage influencer networks, manage media relations, produce events, audit their communications infrastructure, consult on hiring, provide issue briefs and news generating talking points, as well as manage end to end communications projects where I assume a role of project leader and general contractor.

I work independently but provided access to a substantial global network of collaborators with expertise in websites, graphic design, audio, video, polling, data analytics, and research.

Using the latest tactics of an American political campaign with expertise shaped by being a practitioner of global business communications, I help clients tell their story and build trusted relationships with all necessary stakeholders.

Successful communications are all about STOCK = strategy, tactics, organization, consistency, and know-how.

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