A friend of mine shared with me a campaign created for Alibaba (the Chinese Amazon). To celebrate the brands participating in its "shopping festival", ad agency Fred & Farid gathered all the brands' taglines in one film.
In last week's post, I discussed the thesis of a philosophy book that strongly resonates with my approach on storytelling. Basically, it said that people behave accordingly to the group they belong to. They affect each other.
Today I'd like to take the example of the organic food retail business.
The content is focused on Spinoza's philosophy. I was struck by his assertion on free-will: "People think they are free because they are conscious of their own actions, and ignorant of the causes by which those actions are determined.”
Whether you're looking at a company’s website or listening to somebody's pitch, your brain is looking for comfort: it wants things to be clear, well organized, even obvious. But there’s another aspect to it: when your brain is exposed to comfort for too long… it falls asleep! So, here and there, you need to feed it with contrast, surprise, originality.
Game-changing innovations are the sign that a consumer trend has emerged. They're all the more important to identify that they set new expectations from consumers in all industries. Think of the "one-touch-of-a-button instant service" à la Uber, for instance, that has spread in the coaching industry, the food industry or the repairing industry.