MAD People

from : elad mishan 15 December 2015
24 hours, 40 people, 2 NGO's – one new brand. An ambitious project, to say the least. Like taking a pile of fresh oranges and squeezing them to make a full pitcher in just one minute. Distilled, condensed, and complete. In the heart of Bat Yam’s industrial area, between garages and diners, we danced to the sounds of a new game (and a little bit of OSOG), and turned reality upside down. The wolf lay down with the lamb, the customer sat down with the designer, and together we wove our next dream – one that would become real and tangible with the dawn.
Five things I took away and stowed in my bag of tricks:
Ziglar once said that if you give others what they need, you will end up with what you need. It’s true that we gave a lot, but we got more in return. No, no – not money. We got hope and dreams, tears and excitement. We got butterflies in our stomachs. We got warm hearts filled with pride. Branding may bring in the money, but all of this uplifts the spirit.
Give a man a scepter, and he will be king. Given the right place and time, anyone can ignite their own personal spark. Remove the title from the man, and free him from the shackles of proof, expectations, and judgment. Suddenly an accountant is a brilliant creator, a designer conducts a choir, a singer can dance, and a dreamer can do. Playing with different roles can suddenly reveal different sides of people – exciting, free, and bold.
In this short time, it was suddenly possible to understand the narrative and plotline of the entire creative process. A 24-hour story, complete with heroes, conflict, struggle, identity, low and high points, crises and victories – ending with great cathartic relief for each one of us and the audience. A good story will excite the author as much as the reader.
Creation is a process of connections between what you know, and what you least expect. This erases the boundaries between the page or screen and the real world. These surprising connections exist between people, between the creators themselves, between givers and receivers, the haves and the have-nots, man and God, time and space. A wonderful connection only reveals itself after the fact, surrounded by enchanting magic, with the scent of spring and the hint of sunrise peeking out from between abandoned garages.
The Edge
Exciting things happen there, at the distant border of reality. On the edges of time and existence, thought and power. At the bottom of the barrel, outside the frame and hidden in the margins. The secret was uncovered, and the truth was revealed to us and to them. The truth about creation itself, about meaning and what it delivers. About the incredible humanity that sprang forth. Because where need ends, ability begins; where ability ends, desire begins.
And, when this day ends – tomorrow will dawn.
(Read more about the project.)

from : Elad Mishan 15  April 2015
Just a few weeks ago, Tim Cook took to a massive stage to proudly announce the launch of the new iPhone 6. It was an impressive event by all accounts, presenting essential, highly desirable technology. Loud applause broke out in the hall, celebrating this incredible new development that represents such a large and significant step forward. Yet, in the same hall, above the heads of those present, something new was being born. A revolution much more significant than a mere inch or two.

Apple has weathered endless barrages of criticism over the past few years. There simply isn’t enough space here to mention all the dire predictions that have been made since the death of Steve Jobs: the bitten apple has lost direction, become obsolete, lost its audience, and so on. The launch event suggested otherwise – announcing the start of a new era with a bang. In the endless race of technological innovation, Apple is no longer a technology company. Tim ​​Cook revealed the news without a word. By introducing the new watch, Cook transformed Apple into a fashion company in one fell swoop.

Some might say that this is not an innovation when viewed alongside the rich history of Apple and its products. Every Apple product launch has always been linked to the eternal “tango” of fashion and technology, from the iPod, through the iPhone, to its core product – laptops. But in the past, fashion always served technology, and now the tables have turned and it is technology that is being pressed into the service of fashion. Technology cannot exist independently anymore. Its entire role is to empower and construct the fashion experience. 

Personal technology, as Apple’s ads proclaim, aims to establish a direct connection with the consumer. But many years ago the very same words were used about the personal computer. So what’s new? “Personal” apparently indicates the degree of intimacy between things: the depth and breadth of the relationship between the person and the product, between the wearer and the worn, between the entity and the brand. Whereas the personal experience between the user and the personal computer is expressed through the user’s actions, we have now entered a completely new field. There are few things more intimate than wearing something on your wrist – it almost becomes your own flesh and blood. There is no need for any action to strengthen the relationship. It is always present: the ultimate means of expression, of self-determination. A fashion item. 

Much has been said about the “internet of things”, as well as the endless possibilities the future holds – smart homes, smart clothes, smart roads and more. Far beyond technology, Apple has always opened new doors to the worlds of design, accessibility, and the user experience. Today we are living in the world of “wearable technology” (Wearables), and very soon we will see a spectacular fashion show from the Californian company, collaborations with definitive fashion trends, and revolutions in clothing, style, accessories, and lifestyle. Furniture, leisure, culture, recreation – all these infinite worlds are spread out before the company now that it has reinvented itself. Fashion is the key. 

And we are only left to ask: if intimacy is indeed the name of the game, how far are we willing to go? How can we make personal technology an integral part of our lives, something that defines and identifies us, forms the basis of our personality? Where is the fine line between myself and mine? Clothing? Style? Thoughts?
Bad Boys Rule

from : Yehoram Davidi 05  April 2015
Brands live in an optimistic, enlightened world that aspires to better things. People don’t always do the same.

We all have negative feelings: resistance, irritation, anger, disappointment. Many people only act when they feel they have to, rather than initiate and progress. Too many people identify with the cons rather than the pros, and sometimes black is much more powerful than pink: captivating, satisfying, and inspiring you to action. Brands always try to charm, excite, and connect, but often choose to ignore a wide range of emotions, actions, and sensations instead of using them as a source of identification and action. When an ad break, company website, or brand’s blog posts represent a barrage of optimism, vision and smiles, they unintentionally miss out on a connection and genuine affinity.

Imagine a boardroom or marketing meeting room, maybe one in your own company. Remember how you feel in there sometimes. What inspires you, gets you emotional, and motivates your decisions, determination, and action? I bet it’s not always what it says in the company vision. With your hand on your heart, wouldn’t you love it if people were walking down the street with your logo on their t-shirts, singing your brand slogans, memorizing your ideas, passionately advocating them, and writing enthusiastic comments about them? And then, with your other hand on your heart, what’s the chance that’ll actually happen?

Here are some things you can do differently to provoke real emotions and a deeper connection.

Be Bad
Many qualities associated with evil are actually good and valuable: bad is bold, decisive, active, dynamic, exciting, victorious. Good is vague and weak.

Speak Honestly
If there are annoying or difficult aspects of your customers’ lives, put them on the table so customers will feel you truly understand them and will give you credit for being honest.

Target an Enemy
This is how you define yourself and your audience, through what you’re not. Brands that are challenged in their category can define the bigger or conventional brands as “bad” and benefit from negative feelings towards them.

Stake Your Claim
Don’t look for a brand ambassador. Look for a leader.

Negative comments welcome.
Relationships – “It’s Complicated”

from : Ayelet Levanon 05  April 2015
Relationships – “It’s Complicated”
For several years, we branders have been trying to create relationships with our audiences. There’s a need to fill a role in their lives and establish a relevant presence in their world. This is definitely the next step in brand evolution, which directly affects how brands communicate and behave. For the better.
The important insight regarding a brand-audience relationship applies to any relationship. The discourse becomes a two-way conversation, a dialogue. We send messages, but we must also listen and provide a space to talk and express opinions.
So long to the “Mad Men” era, when the most advertising space, the loudest tones, and reddest fonts signaled the strongest brands. Nowadays, though, it’s safe to say that it’s actually the weaker brands using these methods to speak to (or shout at) their audience.
This dialogue has created an active audience. Influential consumers with real power; active customers. Great! But what kind of brands have we created? Needy, clingy brands. In our hurry to create relationships, we never stopped to ask ourselves whether customers always want to express their opinions. Maybe they don’t always have something to say to us, the energy to listen to us? Maybe our presence in their lives is a bit too much? Have we gone a step too far and become the suitor who sends endless messages a day and doesn’t stop till you respond, the Polish mom who constantly reminds you to call, or the friend with too much time on her hands who posts 5 updates in a row and floods our news feeds?
So what’s the recipe for a healthy relationship?
Just like any other relationship: in-depth knowledge, a real understanding of desires and preferences, and adding a little space when needed.