WE ARE WHAT WE SHARE

ANNA:

Where is the limit between digital narcissism and a point worth sharing?
All those social platforms people and brands can communicate...Do we really have so much to say and share, or most of it is just manifestation of our egoʼs thirst for Digital Narcissism?

FARIS:

I think we have both motivations. Self esteem is a good thing, narcissism is too much. So it's about balance.

My friend Liz calls our times the Egomocracy. http://egomocracy.tumblr.com/page/3

But I also think WE ARE WHAT WE SHARE. So, balance.

ANNA:

80% brand content = 20% sales. Is this formula really working for brands?

FARIS:

As in, when producing content, should you pareto it (80/20 Pareto rule) and have 20% selling?

Hmm. That's an interesting question. I don't know if it's hard and fast. It's more dependent, on many things. Hence strategy. Content earns attention, that can be a good thing. Some brands work on simple selling, but there's so much clutter I think it gets harder and harder. 

ANNA:

In your essays “THE FUTURE OF BRANDS” (http://geniussteals.co/?portfolio=ipa-presidents-prize) for the first time you talked about “transmedia narrative” . Now, 7 years later, what had changed in the digital cultural landscape for brand’s communication in terms of storytelling and the distribution of it?

FARIS:

Hmm.Everything has come to pass and yet things haven't really changed. 

Here's a video I wrote in 2006/7 about what I thought would happen to the digital cultural landscape - lots of it did happen. 

https://www.youtube.com/watch?v=DhZBn-l4Xvo

But what has happened is a sort of re-trenching by traditional advertising, to the thing that is most loved: film. 

https://medium.com/@faris/what-happened-to-interactive-digital-advertising-73f639035e9

The move towards content marketing is a type of shift towards earning attention, but comes with its own challenges. 

ANNA: 

What you think will be different in the communication brands-consumers in 5 years?

FARIS:

Things change faster and more slowly that we think. 2020 we will have immersive content devices - Oculus, Magic Leap, whatever. And brands will try and be relevant in these spaces. The drive to earning attention on one hand and the continuing increase in brand presence in all possible spaces, social, cultural and so on. 

MOBILE IS THE ONLY CHANNEL THAT REALLY MATTERS. BUT IT'S NOT A CHANNEL. THAT'S THE CHALLENGE. 

ANNA:

You seem like an XL version of a kid. So how much the FUN and the PLAY are part of your working daily process now?

FARIS:

Thanks! I hope so. I never understood why people try to act so serious in our industry. If we act like lawyers and accountants, we have ideas like them too. 

We aim for balance. If it's not fun, you don't want to do it. IF THE IDEAS AREN'T FUN TO COME UP WITH AND PRODUCE, THEY PROBABLY WON'T WORK ANYWAY.

ANNA:

How does meditation help you in you work? What is the trick to practice every day? 

FARIS:

We try to do yoga everyday - we have created a lifestyle that allows this. It helps because the monkey mind is always running, pulling you out of what you are doing. Here are some thoughts on that

https://medium.com/@faris/from-mediation-to-meditation-b19749907299

 

Thank you Faris for sharing and adding value ;)

And you reader, if you reached the end, it means we've got your attention -  for more quality brain food and content, please look inside Faris Yacob’s new book “PAID ATTENTION. Innovative advertising for a Digital World”.

http://www.amazon.com/Paid-Attention-Innovative-Advertising-Digital/dp/0749473606