tag:blogger.com,1999:blog-81639441230542557012024-03-18T21:38:37.322-07:00The LightbulbPowered by ideas, insights, and opinionsDavid BenBassetthttp://www.blogger.com/profile/14107772794657380278noreply@blogger.comBlogger16125tag:blogger.com,1999:blog-8163944123054255701.post-54325363053156451762013-11-24T08:29:00.000-08:002013-11-24T08:33:46.502-08:00Verizon Wants Experience Stores. But is it an Experience Brand?<div class="separator" style="clear: both; text-align: center;">
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I saw this article today in Adage and it made me curious.<br />
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It appears, that with the help of AKQA, Verizon is seeking to launch a few large scale retail stores, that allow customers to experience the lifestyle that Verizon can provide. Verizon is proposing entertainment lounges, interactive sound stages, and even athletic areas. All so that customers can test the various users for their various products from phones to speakers to TVs.<br />
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At first glance, this seems like a really cool idea. It's essentially a digital, interactive playground where Verizon can hook their customers (at least the young ones) by allowing them to interact with all of the fanciest features they have to offer. Imagine you're an athlete who has heard some hype about a new chip in the latest samsung phone and you want to test it's accuracy. You jump on a treadmill somewhere in the store and go for a quick sprint. The music lover plays DJ on a touchscreen and gets a <br />
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feel for the sound quality of some speakers. A lot of the features on display are probably the ones that most people won't even use, but sometimes it's those gimmicky features that really excite people.<br />
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But is Verizon really ready for this? Is this what they're really about?<br />
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Think about the last time you were in a Verizon (or any cell retailer) for that matter. It probably wasn't pleasant. You walked around a room full of phones and talked to a guy in a polo about data plans. When I think of Verizon, I think of a service provider. They don't make my phone (like Apple does), they don't sell me my TV (like a Best Buy) and they don't sell me my athletic gear (like Dick's). Verizon sells me the LTE and the data capacity that lets me use all that fun tech.<br />
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I'm not saying that Verizon can't become that type of experience brand. It might be a positive step in an increasingly interactive world. But currently, I don't think they're there and I feel like there would be a disconnect walking into this super "immersive" environment. I mean, even as their commercials become more and more lifestyle focused they're still filled with maps and bars and price plans and wires.<br />
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Thinking about this new retail experience really has had me thinking, and I'd like to hear some of your opinions on the subject. I'm certainly not saying a brand can't change. I just wonder if they need to ease into it, build up this new brand equity with their customers before they build a bunch of giant retail stores. Maybe it's more of a leap of faith thing; shock and awe.<br />
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As I said, I'd love to hear some thoughts on this, so respond in the comments below!David BenBassetthttp://www.blogger.com/profile/14107772794657380278noreply@blogger.com0tag:blogger.com,1999:blog-8163944123054255701.post-6058301775929664222013-09-10T19:06:00.001-07:002013-09-12T08:15:04.474-07:00Disney Adds a Little Magic to the Digital World<div class="separator" style="clear: both; text-align: center;">
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Well look at this, I'm blogging again! I hope I keep it up this time I really have missed it. Anyway, enough about me. This article's a little old, but let's talk about Disney.<br />
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Actually first let's talk about digital interaction. A number of companies have made some amazing advancements in this field and all of it is extremely impressive. Xbox One's new Kinect sensor has shown off super accurate body tracking and interaction capabilities. Companies like <a href="http://www.getnymi.com/">Nymi</a> are combining body tracking and motion control to give users unparalleled levels of access to the world. Within the next few years (probably even less) we'll be somewhere between Minority Report and Iron Man, manipulating the digital world with our hands and bringing new life to our technology.<br />
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Enter Disney. They're magical and possibly more so behind the scenes than in those sweet costumes they wear at the theme park. Until this <a href="http://www.wired.com/design/2013/07/disneys-tiny-amazing-air-cannons-will-let-you-feel-the-digital-world/">article</a>, I hadn't heard about <a href="http://en.wikipedia.org/wiki/Walt_Disney_Imagineering">Disney Imagineers</a> in a long time. These are behind the scenes techies who work to make the Disney experience something wondrous, imaginative, and unforgettable. These sneaky geniuses have been making some interesting adaptations to the Digital control world, adding in tactile responsiveness to the digital objects users interact with.<br />
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It's actually really cool. They've adapted little cannons that poof out little vortexes with different levels of density. The changes in the blasts of air simulate different sensations that go along with whatever it is that's going on around you. Wired compares it to the old <i>Honey I Shrunk the Kid</i> theater that used to be (?) at MGM. As you watched what happened on screen, mechanics in the seats would let you experience the same thing. I have a very vivid experience of feeling rats scurrying around my legs and not liking it one bit.<br />
<a href="http://www.wired.com/design/wp-content/uploads/2013/07/airerealvortex.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="216" src="http://www.wired.com/design/wp-content/uploads/2013/07/airerealvortex.jpg" width="320" /></a>But think about what you could do from an experiential stand point. Imagine walking through a tunnel where you're watching the environment flourish under the influence of Disney magic, and as you meander in awe through a field of light, you can feel the flecks, warm and light as a feather brush off your hand as you brush them away. Fantastic creatures run by you at amazing speeds and you feel them jostle you or bump you to the side. A few other companies are experimenting with tactile feedback on touchscreens and and other devices but I feel like Disney could really make this technology shine and I hope it does.<br />
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On my part, as a marketer, this is the kind of thing that would go over great at a convention booth or other large scale event. I'm not sure you'd want to use something like this to slog through all the loveliness that is the human body (remember I work in pharma) but it would be a great way to add a new layer of depth to the experience of the product. It's obviously going to take some time before this kind of sensation gets out into the mainstream, where we can use it everyday, but I'd love to hear your thoughts on how sensation, even beyond touch, can enhance different types of experiences.<br />
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Read more at <a href="http://www.wired.com/design/2013/07/disneys-tiny-amazing-air-cannons-will-let-you-feel-the-digital-world/">Wired</a> and get at the comments section below!David BenBassetthttp://www.blogger.com/profile/14107772794657380278noreply@blogger.com0tag:blogger.com,1999:blog-8163944123054255701.post-14324272702426151672012-09-18T18:36:00.002-07:002012-09-18T18:37:25.464-07:00The Spiritual Power of Social<a href="http://www.ecreativeim.com/blog/wp-content/uploads/2011/05/facebook-like-icon.png" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="186" src="http://www.ecreativeim.com/blog/wp-content/uploads/2011/05/facebook-like-icon.png" width="200" /></a>What's this?! A new post! Unbelievable! Amazeballs!<br />
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It's true folks, I'm back to blogging. Hopefully consistently. It's been tough getting motivated to write after a long day at work, but this is definitely I want to keep up for personal and professional reasons, so look for more posts in the future. Now, on to the meat.<br />
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I recently read an article on <a href="http://mashable.com/2012/09/17/deepak-chopra-spirituality-social-media/">Mashable</a> about the interplay between spirituality and social media. The article summarized an interview with <a href="https://twitter.com/DeepakChopra">Deepak Chopra</a>, a personal well-being expert with a Yogi vibe and a sick sense of digital savvy. The discussion centered around human nature becoming increasingly about being connected to not only information but other people and this necessity we feel to share and comment on everything, and not always in a positive light. Being a lover of digital media as well as an almost minor in philosophy (B- whattup!) this article intrigued me, and I want to delve deeper into a few of the areas mentioned.<br />
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First, I really like the description of social as an extension of human consciousness in a very hive-mind sort of way. Think about it. Social is our existence on a totally separate plane from our daily physical lives. It makes us one step closer to omniscient, with information constantly flowing in from various channels and what one of us knows, all of our connections know. Now, it doesn't happen instantly obviously, and let's be real, many of us will misinterpret or fail to understand the information shared, and the participants are often scattered over various platforms, but with an app here or there, the social space becomes this sort of unified hub of sharing and learning and growing.<br />
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On that same line of thinking, we also see that one comment or one share can lead to these massive chain reactions that span all sorts of personal and geographic boundaries. Take the Arab Spring revolutions where we saw the powerful ideals of a few first spark support from their peers and then almost immediately rally the emotions of people all around the world. We see the same thing when a new song, movie, game, or gadget is announced and the world goes into a frenzy. Two very different examples obviously, but the fact is, when a topic gets some heat it isn't long before it catches fire and everyone knows about the hype. I like Chopra's vision of a kind act; a simple retweet spreading wildly through the Twitterverse effecting people far removed from the original user.<br />
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The sad truth to this though is that for every kind act there is hostility. I won't deny being a part of it. There's something cathartic about being harsh and hiding behind the anonymity of a a username or old school physical distance. There's nothing wrong with being honest, but many times people are brutally honest without restraint. And other times people say things that are just irrelevant and unnecessary. Realistically it won't change; that kind of behavior is an unfortunate part of our lives. What we need to make sure we do is make that a small portion of our digital behavior and make sure that the good we do in social is powerful and meaningful.<br />
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Now Mashable also asks Chopra how we can remain grounded in our present in a world of digital connectivity and his solution, is to create separate, dedicated time for the internet. That I disagree with. It's a nice ideal, but totally unrealistic for most everyday folk. "Social media time" just isn't the design of social media! It's meant to be integrated into each and every part of our lives; cataloging our experiences and sharing them as they happen. While it is true that social and technology often bring us out of the moment, they also help us experience the moments with those most important to us, even when they can't be there themselves. It may sound stupid or annoying but there isn't one of you reading that doesn't like to send a picture of yourself to a friend or tell your followers what your doing. Of course there's over-sharing and we all have our Facebook friends that we just don't really care about or who annoy us with their incessant activity, but the idea behind social and sharing is not a bad one. It does bring us closer and helps us maintain relationships.<br />
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In closing, there are things we can work on. My girlfriend hates it when I check emails late at night but we both geek out over who can check-in to a location first on <a href="https://foursquare.com/benbassett919">FourSquare</a>. We really just need to approach our two worlds, physical and digital, with awareness and self-control. As it becomes more integrated into more situations in our lives the lines will blur. Chopra is mostly right though, we should focus on the positive with social. Use it for fun and have fun using it. So go share an interesting article. Like someones status. Retweet a friend. Be digitally spiritual.David BenBassetthttp://www.blogger.com/profile/14107772794657380278noreply@blogger.com0tag:blogger.com,1999:blog-8163944123054255701.post-83213938133803303512012-06-09T15:20:00.001-07:002012-06-09T15:20:41.797-07:00Disney on a Diet: A Bold Commitment to Nutrition<a href="http://1.bp.blogspot.com/_lST4RjcHBVI/ShfSJFkrk3I/AAAAAAAAAN0/tzUFUzv5cgQ/s400/PoohBearHoney.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="200" src="http://1.bp.blogspot.com/_lST4RjcHBVI/ShfSJFkrk3I/AAAAAAAAAN0/tzUFUzv5cgQ/s200/PoohBearHoney.jpg" width="186" /></a>Unhealthy fastfood, snack food, candy, and drink advertising catered to kids have always been somewhat of a controversy. The issue has only gotten more heated as childhood obesity continues to plague our youth and make our country self-conscious in the face of all those skinny, well educated foreigners. In a surprisingly selfless move the other day, Disney announced that it was requiring all of its advertisers to comply with strict nutritional standards. No longer will unhealthy brands be allowed to target kids on not only the Disney Channel, but on all of their tv properties, radio stations, and websites as well.<br />
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This play reeks of smart brand strategy. Disney is supporting a cause that is near and dear to its heart and taking a stand against brands who give children what they want but not what they need. By making a move that has real value to the company, Disney comes off as genuine and caring. So often when PR plays are executed without careful planning, simply so a company can say they are socially responsible, people can tell that they're just playing the game and the goal of the scheme is to make more money in the long term.<br />
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<a href="http://images3.wikia.nocookie.net/__cb20110708173608/disney/images/b/bb/Be_Our_Guest.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="112" src="http://images3.wikia.nocookie.net/__cb20110708173608/disney/images/b/bb/Be_Our_Guest.jpg" width="200" /></a>That brings me to the interesting part of this news, the fact that Disney is likely going to lose a lot of advertising revenue based on this decision. Think about how many properties Disney owns on all the different forms of media. It's one of the top names in kid's entertainment and has thus been a major outlet for unhealthy sweets that can make a child's eyes go wide or fastfood options that attract kids with the promise of toys and busy parents with the promise of a quick alternative to a home-cooked meal. Think about all of those brands buying space on all of those platforms, and you've got a hefty sum. Now, Disney is certainly not pressed for cash, but it's still admirable that they're willing to give up a historically lucrative partnership to make our nation healthier, fitter, and possibly happier. What will really be curious, is whether in the long run, Disney bans unhealthy options from its physical properties like parks and cruise ships.<br />
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<a href="http://images2.fanpop.com/image/forum/36000/36385_1271531195936_full.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="112" src="http://images2.fanpop.com/image/forum/36000/36385_1271531195936_full.jpg" width="200" /></a>Now obviously this move alone isn't going to suddenly enlighten everyone on nutrition and fix childhood obesity. The majority of Disney viewers probably won't even consciously notice the difference. What will happen though, is that kids will start being primed with healthy messages rather than fast food. Passing through the produce section will trigger a memorable advertisement for berries. There will be brand recognition for 100% juice drinks and Kashi rather than Capri-Sun and Pop-Tarts. If more networks were willing to make a move like this (emphasis on this being a network decision rather than a government mandate) it could really make an impact on purchasing habits in favor of nutritious products.<br />
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All in all, I think this is a pretty admirable course of action for Disney, because it shows that they really do care about their fans. Perhaps we will start to see other companies take a similar stand. Even if the reasoning is a just bandwagon, me-too mentality, increased pressure on food makers might force change. There is some basis for this change, though it may be a little lofty. First, if they're banned from all these channels, visibility and reach go way down and sales will likely follow. Second, perhaps with less exposure, people's opinions will change and unhealthy options will no longer be so prominent in our country. This seems like a feasible scenario considering organic, low calorie, foods are being offered more and more. If taken up on a large scale, either of these options could force the state of our food industry to change or risk losing business. I'll definitely be keeping an eye out for the results of this decision, could be an exciting progression. For now, here's Simba eating a bug...slimy and satisfying.<br />
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<br />David BenBassetthttp://www.blogger.com/profile/14107772794657380278noreply@blogger.com0tag:blogger.com,1999:blog-8163944123054255701.post-49026913650649550772012-04-05T08:49:00.002-07:002012-04-05T08:49:14.055-07:00Google Glasses Change the Way You See the World<a href="http://1.bp.blogspot.com/-quy9Ox8dQJI/T3xUHhub6PI/AAAAAAAAABU/C_aMHkXPmTw/s563/glass_photos.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="320" src="http://1.bp.blogspot.com/-quy9Ox8dQJI/T3xUHhub6PI/AAAAAAAAABU/C_aMHkXPmTw/s320/glass_photos.jpg" width="281" /></a>The techie bits of the Internet are all a frenzy as Google finally gives the world a look at it's enigmatic Project Glass, possibly better known as Google Goggles. These super sci-fi glasses add a heads-up-display (HUD) to your vision allowing you to access pretty much all your Google/Android apps, literally right in front of your eyes. I'm not sure what I was expecting in terms of design, but the picture to the left surely wasn't it. The prototype is sleek and simple, like a modernized version of a Star Trek visor. From a fashion perspective, though these do fit the minimalist look of today, I'm not sure people are ready to put something so inherently nerdy right on their faces. It is rumored that Google is also working on a more traditional version, perhpas a pair of Wayfarers with LED lenses and a computer chip might be more 2012.<br />
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I will say however, that the technology and functionality involved in these glasses really gets me excited. The video, which is posted below gives you a better idea of what it's like. This is basically the pinnacle of augmented reality. It's like having your smartphone implanted into your head. Apps and widgets float cleanly in your field of vision, but add to reality rather than obstruct it. Appointments, reminders, weather, music, GPS, messaging, etc are all available while you're on the go. Calls pop in at the top right corner of the field and location pins pop up above their respective buildings. The GPS was my favorite. The glasses map out the route and then put up the directions discreetly into the left corner and announce them into your ear. What would be really great is if it overlaid the map onto the actual street. So you could see the arrows on the ground as you walked.<br />
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That brings up a good point about these specs. All that's really known about the functionality is what's on the video above. What's depicted is a nice minimal interface but it's hard to tell how having all these widgets in front of you would effect your vision. What's lacking is a description of how you operate the device. If it's done by eye tracking, it might be difficult to watch where you're going while you're looking all over the place trying to open up a phone call. Obviously based on the video you're going to see a lot more people talking to themselves as the glasses seem to be operated via voice, but how do you listen, to music or calls. From the images it doesn't look like there's a connected ear piece. I don't know about you but I don't think I'd want all my calls coming through on speaker all the time.<br />
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All in all, I love the idea behind these augmented reality goggles; I can definitely seeing it being the next step in merging digital connectivity with the physical world. If Google can effectively create a HUD that doesn't distract the user from their surroundings, they would open up a huge market for AR windshields on cars. Think about how much easier it would be to get directions if they just popped up on the road rather than having to look at your Garmin or your phone. I will surely be keeping an eye out for updates on this sci-fi masterpiece, and you can expect to see me at Lens Crafters when they come out with prescription lenses or contacts.<br />
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<span style="font-size: x-small;">For more on Project Glass visit: <a href="http://g.co/projectglass">G.co/Project Glass</a></span><br />
<br />David BenBassetthttp://www.blogger.com/profile/14107772794657380278noreply@blogger.com2tag:blogger.com,1999:blog-8163944123054255701.post-86258177635805976412012-04-04T12:41:00.001-07:002012-04-04T12:41:06.018-07:00Minority Report Style Posters Sell You MonoThat title probably has you confused. How can a poster sell you mononucleosis? That's ridiculous. Not so my friends, the Japanese have an answer! The brains over at Keio University have developed a motion sensing poster that reacts to viewer proximity. Not a bad idea in theory but their execution invites passerbys or lonely teens to plant a kiss on the screen, hence the mono. The prototype features a lovely lady who puckers up as you get closer and then blushes when you walk away. You can check it out below.<br />
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The researchers hope they can use popstars as the models on these posters and sell them to fans. Just to add to the creepiness, they talk about making the posters shampoo scented or adding lemon flavoring to the lips. If kids want to put up posters that they can kiss, they should go for it. I've already ordered six.<br />
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Where this gets weird is when the creators consider implementing this in digital signage. Can you imagine this in a mall...or on a metro...ew.<br />
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There are definitely some pros to technology in billboards and signage. Think of Minority Report; targeting ads based on gender and age and using audio to attract shoppers can really grab your attention. Sure it's a little creepy, but it might make your shopping experience a little bit more effective. Boards like this are already being implemented and viewers tend to like that the ads that appear when they get in proximity are more relevant to them. Kissable posters on the other hand are not the way to engage the on-the-go shopper. There are serious hygiene issues here which should really turn the average person off from the idea. Also it's just weird. To be honest I can't really see celebrities jumping on this idea either because the more realistic the posters get, the more likely they are to start seeing an increase in dangerous stalker fans trying to see if Katy Perry really tastes like cupcakes. Or if Emilia Clarke really tastes like dragons (Game of Thrones ftw).<br />
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Japan, I still love you despite this facial faux-pas. Let's put that prototype technology to better use and continue kissing real life people.<br />
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<a href="http://gizmodo.com/5898267/posters-that-react-to-being-kissed-are-the-worst-idea-ever"><span style="font-size: xx-small;">http://gizmodo.com/5898267/posters-that-react-to-being-kissed-are-the-worst-idea-ever</span></a>David BenBassetthttp://www.blogger.com/profile/14107772794657380278noreply@blogger.com1tag:blogger.com,1999:blog-8163944123054255701.post-31566482986324250792012-03-13T19:25:00.000-07:002012-03-13T19:26:22.277-07:00Find Your [Brand] Voice<div class="" style="clear: both; text-align: left;">
My obsession lately has been with brand voice. Social Media has brought brands into a dialogue with their customers and customers into a dialogue with each other. What that means, is that brands need to figure out how to translate their image into diction, syntax, and tone, and then convey that to their Facebook fans and Twitter followers. There's nothing worse, than Tweeting something witty to one of your favorite brands, one you aspire to emulate, and then receiving in return, 140 characters of lifeless PR script. I think what it comes down to, is that not everyone has figured out how to be themselves online. For companies, it's extra difficult because an individual, with their own unique personality has to interpret and adopt the brand identity. A lot of companies seem to be taking cautious action; getting into the space and being active, but regulating what can be said and how, which results in a stiff, sort of sickeningly corporate voice. </div>
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The other day, I read an article by Jack Welsh, the legendary head of GE about political authenticity. He was talking about how Mitt Romney hasn't been able to overtake the Republican Primary because he's trying to make himself out to be an everyman when he clearly is not. People don't believe him. Mitt's ever-changing persona is simply an example of personal brand voice. I think Welch makes a good point. A candidate that was real, and not afraid to be his or herself would probably run away with the election. Obviously they should act professional and moderate their speech. But be genuine, joke around, have some fun, act like you would in your everyday life and people will like and trust you more. Without getting too political, I think Obama has done a good job with this. He's always seen out and about at local places that him and his family enjoy. Some people think he should be working rather than having fun, but it's nice to know that he's still a normal guy, despite his title.<br />
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<a href="http://theescapepod.com/images/wheat_thins_tv.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="191" src="http://theescapepod.com/images/wheat_thins_tv.jpg" width="320" /></a>Being genuine is as important for brands as it is for politicians. Tweets, posts, and videos should all sound natural and not too scripted. Fans already personify companies, so a spontaneous kind of dialogue will get them excited about conversations. Think of how Wheat Thins addressed Twitter haters and adoring fans with a personal visit and lifetime supplies of product. I think the main recommendation for both people and companies is to really put some time into their online personality. Think about how dialogue should flow and what your company wants to say. Develop this and maintain it! If you want to really engage your audience, don't just talk about product all the time. Talk about trends in your industry, related products, and things that your customers and more importantly <i>you </i>find interesting. That'll keep you genuine.<br />
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In closing, I want to come back to that point about acting professionally and moderating your speech. Speech should first and foremost reflect your brand. If you're Nickelodeon and you're speaking like a lawyer, you're going to fail. Most companies should speak respectfully and watch your language, but it's stupid to freak out if a curse word is slipped. I was really annoyed when, I think it was Chrysler, fired their social media person because he accidentally tweeted the word "shit". Brands should avoid cursing but if your audience is college students or older, it really shouldn't be a big deal. Everyone curses, and for younger audiences it can actually help make yourself look a little more real as long as you're not throwing out four-letter words like a rapper.David BenBassetthttp://www.blogger.com/profile/14107772794657380278noreply@blogger.com0tag:blogger.com,1999:blog-8163944123054255701.post-72223180099723396402012-02-22T19:00:00.000-08:002012-02-23T07:31:39.689-08:00RTCRM PerspectivesHot on the tails of President's Day, RTC's Digital Integration and Innovation department imagines what types of technology former Presidents of the United States might use if they were alive today. Read on to find out which POTUS would've been a Twitter fanatic, which leader might've starred in a weekly Youtube video, and which first lady would've been the queen of Pinterest. This is also our first issue of Perspectives with cover art, illustrated by RTC's Josh Scott, and it's pretty damn cool.<br />
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Don't forget to leave your comments, and share this with your friends. And now, to the main event....<br />
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<strong style="display: block; margin: 12px 0 4px;"><a href="http://www.slideshare.net/RTCAgency/rtc-perspectives-february-2012" target="_blank" title="RTC Perspectives: February 2012">RTC Perspectives: February 2012</a></strong> <iframe frameborder="0" height="510" marginheight="0" marginwidth="0" scrolling="no" src="http://www.slideshare.net/slideshow/embed_code/11707450?rel=0" width="477"></iframe> <br />
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View more documents from <a href="http://www.slideshare.net/RTCAgency" target="_blank">RTC Agency</a> </div>
</div>David BenBassetthttp://www.blogger.com/profile/14107772794657380278noreply@blogger.com0tag:blogger.com,1999:blog-8163944123054255701.post-13628426355993675722012-02-17T09:02:00.000-08:002012-02-17T09:02:45.184-08:00Don't Drop the Innovation!<div style="text-align: center;">
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Innovation is a great thing. It makes our lives easier and our selves feel trendy. I came across this really sweet innovation this week, can you guess what it is? No it's not Apple's new OS. It's not a new phone. It's not <a href="http://gizmodo.com/5879654/goodbye-sliced-bread-dress-pant-sweatpants-officially-the-greatest-thing-now">dresspants sweatpants</a>...though those are kind of nice...Alright, alright I'll tell you. It's soap!!</div>
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But seriously, isn't that cool? Some of you are probably shaking your heads at me, but don't even try to tell me you've never gotten frustrated chasing the tiny remnants of your soap bar around the shower. The simplicity behind Stack is what is really so great about the concept. This is a problem so simple, and so common, that you wonder why this is just coming about now. How this will fare against the convenience of body wash is a different story, but I suspect that there are still some bar-soap users that are like, "About damn time."<br />
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Anyway, the point of this post isn't soap, because there's also this fantastic pizza plate. IT'S SO USEFUL! The point is, sometimes the simplest ideas are the best. Google can add a new service every month that we end up loving, but where are the people fixing problems that already exist?! These are examples of designing with the consumer in mind, which is really what we need.<br />
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If you're looking to come up with the next big thing, take some time to think about the things that you feel certain activities or programs would benefit from or the things that make you want to tear your hair out. Don't forget the tasks you barely even think about when you're doing them: ordering and eating food, hygiene, organizing and cleaning, things related to specific hobbies, the list goes on. Once you've had a good "aha" moment, think about a creative fix for that problem and design it to be intuitive and easily integrated into everyday consumer's lives. The goal, aside from becoming the next successful startup or selling the idea to a major corporation, is to make people do a double-take when they see your idea. You want that wow factor and physical attractiveness that draw people in, but once they find out what it is or what it does, you really want them to go "Holy shit, why didn't I think of that!" <br />
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After that you can smile smugly while they give themselves a facepalm or take pride in the fact that you created something that made people's complicated lives just a little simpler. Whichever you prefer.<br />
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What are your favorite innovations? Let me know in the comments section below!<br />
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<br />David BenBassetthttp://www.blogger.com/profile/14107772794657380278noreply@blogger.com1tag:blogger.com,1999:blog-8163944123054255701.post-64009402730301535352012-02-08T06:29:00.000-08:002012-02-08T10:47:21.669-08:00Even an "I Love Boobies" Bracelet won't Fix this One...<a href="http://www.michael-li.com/wp-content/uploads/2009/10/komen_ribbon.png" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="200" src="http://www.michael-li.com/wp-content/uploads/2009/10/komen_ribbon.png" width="191" /></a>Ahhh well this one's a case for the textbooks! Don't let that discourage you from reading on though, I promise I'm not a textbook.<br />
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If there's one thing I've learned in the last four years, it's that even a powerful brand can be damaged by a PR nightmare and in the last few weeks, the Susan G. Komen Foundation has been trying super hard to wake up.<br />
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Komen, one of the most important breast cancer foundations out there, gives money to lots of organizations that help women to stay healthy. Fun fact, Planned Parenthood, who often takes heat because of abortions, also refers women to clinics where they can get mammograms so they've been receiving funding as well. Komen recently decided to cut their funding for Planned Parenthood and then gave conflicting and ridiculous excuses as to why. Facebook and Twitter blew up as is typical, and Planned Parenthood itself made some pretty angry retorts. Komen really handled this situation horribly which just made the whole thing worse. Changing stories, then going back on their decision, failing to consider their audience, and then yesterday, to top it all off, the woman who started the whole debacle resigned. I heard on the news this morning that she left bashing Planned Parenthood till the very end. Very professional.<br />
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<a href="http://i2.cdn.turner.com/cnn/dam/assets/120203050329-komen-planned-parenthood-story-top.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="180" src="http://i2.cdn.turner.com/cnn/dam/assets/120203050329-komen-planned-parenthood-story-top.jpg" width="320" /></a>What I want to talk about here is the importance of a crisis plan in the age of social media. These types of counter measures have always been important (think New Coke), but today the backlash can happen instantaneously and spread like wildfire on a global scale. Woosh. Everyone encounters problems, but it seems like companies rarely expect them, which is why, like in this situation, they act like chickens with their heads cut off and run around making things worse. CEOs need to sit down with a team and outline a plan that says, "Here are the steps we will take if x occurs." The Foundation is now concerned about whether they will lose some of their key sponsors, which could be detrimental to their cause. Having a plan of attack in these situations can help slow the backlash and make key stakeholders take time to consider the situation before disassociating themselves.<br />
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The last thing I want to address is resignation. In some cases, I think it's right for a person to resign when their values clearly don't match that of the company. In other cases I think the company should stand by the person at fault, like when an employee mistakenly tweet a curse word and everyone goes crazy. What I don't like, and definitely feel is not ok is when an executive does something wrong and is let go, but then is also given a severance package that could feed a third world country. That clearly sends a mixed message and makes your customers sigh and shake their heads.<br />
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Obviously there are a lot of different problems that can arise, from health concerns to poorly thought out statements, but there are a few quick fixes that are universally applicable.<br />
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<li><b>Address the issue.</b> Don't just sit back and try to wait it out. Announce a statement on Twitter and then make use of the traditional media channels to tell your side of the story. The media picks up viral stories like this one very quickly and official statements issued by the company in question get picked up and spread just as quick. Waiting around on the other hand, gives people the perception that you don't care and they will certainly say so. </li>
<li><b>Take responsibility.</b> If the situation is your fault, own up to it. Don't blame suppliers or partners or anyone else. Trying to distance yourself from the issue only makes it worse when the facts come out and not in your favor. Denial also delays action which is what the people want. Komen tried first to give excuses for the cut and then tried to tie in the government and it ended up costing this VP her job. </li>
<li><b>Be real.</b> When you do address the situation try to avoid giving a statement that sounds like you took it right out of a book on PR cliches. Speak and type in a voice that matches your brand, it makes you much more believable. Don't be afraid to express your true feelings either, just keep them professional. If the situation offends you, act offended, if you're sorry, sound apologetic and tell the people how you plan to earn back their trust. </li>
</ul>David BenBassetthttp://www.blogger.com/profile/14107772794657380278noreply@blogger.com1tag:blogger.com,1999:blog-8163944123054255701.post-73171082023625657252012-01-27T06:32:00.000-08:002012-01-27T16:24:07.819-08:00Censorship in 140 Characters or LessWell Twitter made an interesting announcement today, telling the world that in other countries, if asked, they will censor tweets. The request has to come from some type of authority, which I suppose could mean a verified account holder, government official, or...I don't know, the description is vague.<br />
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No wonder Google has been pissed at Twitter lately, they're being EVIL!!!<br />
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But are they really? I think there are definitely reasons to take either side. Now I know that freedom of speech is possibly our greatest American freedom and it is largely accepted worldwide as a human right. But, much to our lament, there are still some places that are not free to openly speak their minds, even in 140 characters.<br />
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The situation becomes one of global strategy versus localized adaptation. Is it better or more important for a company to keep their values without compromise, or do you adapt to the region you're operating in? It's a really tough call and can depend heavily on the country in question. In class, we often discuss Google's failure in China, which is really a parallel to Twitter's announcement. Google refused to give in to the Chinese government and censor their content and as a result, was essentially blocked from business. The power to their building was shut down randomly, their links often went to competitor Baidu, and eventually their accounts were hacked and used to arrest anti-government activists. In the end, Google pulled out of China and went about their various other pursuits.<br />
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Americans have a tendency to think our policies and beliefs are greater than that of other countries, which is why so many people think we're arrogant. We bring Americanism where ever we go and sometimes show it off without much tact. Twitter clearly wants to provide its services to others, but they know if they are to establish and maintain a global presence including regions with authoritarian rule, they have to play under house rules. If, like Google, they try to subvert the system and remain open, the situation could devolve into much worse than censorship, like arrests or hacking. We really don't even know how often this will come up. As far as I can tell, there aren't key words or people that are automatically blocked all the time, but rather specific requests have to be made. It may not be an issue.<br />
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But Twitter is definitely going to take some heat for this decision, when they're really only trying to do what's best for their service. It relies on network effect just like all social networks and they are only trying to expand the network. I think that when it comes to ethical issues like this one, the field is gray. Making the decision requires careful analysis and good judgement, and unfortunately I can't say whether or not Twitter went through the proper motions. I can understand the rationale though. This decision is interesting though when you consider the involvement of Twitter and Facebook in last years Arab Revolutions.<br />
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I'll be curious to see what happens with this decision in the future. How do you feel about this decision and the idea of complying with local customs? Let me know in the comments section below!David BenBassetthttp://www.blogger.com/profile/14107772794657380278noreply@blogger.com0tag:blogger.com,1999:blog-8163944123054255701.post-57952186075901448692012-01-25T06:29:00.000-08:002012-01-25T06:29:52.270-08:00Please Don't Text and WalkThere's really not much to this other than the video, but I thought it was funny and wanted to share.<br />
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You might want to watch the end again though, where the guy says, "Yeah it's dangerous, but I do it anyway." Good lord, how many of us have said that about things that really are dangerous like texting and driving or drugs or dating? What does that say about us?! I guess when it comes to certain risks we really just don't care.<br />
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Ah well, I probably shouldn't blog and walk either, but whatever, I don't give a shit.David BenBassetthttp://www.blogger.com/profile/14107772794657380278noreply@blogger.com0tag:blogger.com,1999:blog-8163944123054255701.post-90439082734276629462012-01-24T13:58:00.000-08:002012-01-24T13:59:33.345-08:00Customer Service at UMDAhhh the semester begins again and that means it's textbook time. As usual, I preordered my books so that I could cross my fingers for a used copy that doesn't cost an obscene amount of money and today I picked them up. That experience is what prompted this post on customer service, something that is essential if companies want repeat customers.<br />
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Before I start, let me explain that at Maryland, there are a lot of people working at the various shops, diners, and desks that really seem to just hate their job. They sit with scowls on their faces that basically say don't bother me, and you can tell that they get tired of being treated like a sales person and not a real person all day long. If you constantly have that look on your face, no one will treat you any better, no one wants to stop and chat with you and make your day a little brighter. Now I should also mention that there are some very nice people on campus who make experience enjoyable, but I didn't meet any of them today so...that's that.<br />
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When I got to Stamp to pick up my books I was greeted with a line WAY out the door. Hooray for inefficiency! Maryland likes to host its poster sale in the same room as book pickup which means that the line gets squished into the wall, leaving room for about 15 people. Of course, when everyone is picking up their stuff at the same time, this creates a sort of cluster-fuck, made worse by the fact that of the eight or nine people behind the counter, only three are actually helping people. Today I heard this as I approached, "Hey I just finished picking out all the green and yellow Sour Patch Kids, does anyone want them?" Once I got to the front of the line things operated smoothly, though the girl helping me wasn't particularly friendly. There was a mistake in my order where a backordered book was actually instock and then they had to charge me for something but didn't really explain it all that well. I just let them do what they needed to do. Before I left with my heavy, open box of books, a manager(?) came up and asked if the girl had already charged my account. She then made a sort of mild "uh-oh" face and left abruptly. Needless to say I had some questions about that and I'll be checking the bill.<br />
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The other thing I was surprised with was how they handled backordered books. All the responsibility is on the customer. There's no cheery email telling you the books are in and you can pick them up. Instead there's a pink slip that I have to hold on to and check in periodically to see if they have it. I know there's a lot of people buying books, but you'd think with the money they make off of them the school could afford some database management software.<br />
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The point of all this is that customer service can really make or break people's opinions of a company. You may have a good product, but if I hate dealing with you I will probably switch to a competitor. Time should be spent working toward creating a warm, inviting atmosphere that matches your brand image. Retail employees may be bored, or hate their jobs, and they can nap all day for all I care as long as they muster up some energy when I need some assistance. Don't brush off your customers like they're wasting your time. Make your office, cubical, department, whatever a place you are proud of and enjoy being in. That way, your happiness extends to the customer and they will come back and keep your business alive.<br />
<br />David BenBassetthttp://www.blogger.com/profile/14107772794657380278noreply@blogger.com0tag:blogger.com,1999:blog-8163944123054255701.post-20004791165954351262012-01-16T18:57:00.000-08:002012-01-18T06:44:45.731-08:00SOPA, the wrong way to deal with piracy<a href="http://cache.gizmodo.com/assets/images/4/2011/12/aa1a86ff0d767204739bf3218bda14ae.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="180" src="http://cache.gizmodo.com/assets/images/4/2011/12/aa1a86ff0d767204739bf3218bda14ae.jpg" width="320" /></a>The Stop Online Piracy Act, better known as SOPA has been in the news a lot lately and for good reason. This is a controversial situation, one that if passed could dramatically change the way the internet functions...in theory anyway. Techies are fuming, digital companies are choosing sides, and media companies are crossing their fingers. Online piracy is a serious issue, but personally I don't think something as extreme as SOPA is the answer. It won't pass in its original form, <a href="http://allthingsd.com/20120114/dont-worry-internet-i-got-your-back-on-that-sopa-thing/">Obama</a> has already said that much, but really the core concept behind the bill I think does more harm than good.<br />
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What SOPA wants to do is force search engines to blacklist and block sites that have been accused of copyright violation. Ideally what would happen would be that a lot of those sketchy torrent sites and other illegal download hubs would be shut down, thus reducing unauthorized sharing. But if you think deeper, how does this affect social media usage? And what is the definition of ownership on the internet? Consider Youtube. Under SOPA, large portions of the video database have to be shutdown because videos were repurposed from other sites, or uploaded without permission. The authorities would have to analyze individual Facebook profiles, blogs, and other networks for any videos shared that weren't from an authorized source. Figuring out what's ok and what's not sounds like a really messy matter that will inevitably leave the web savvy public unhappy.<br />
Legislation like this really undermines the beauty of the internet. The web is a place for sharing, searching, and discovering, and this would discourage all of that behavior. Sure a lot of sharing is done illegally, but hackers are talented and they'll continue to find ways to amass and distribute content. If the summer's attacks by Lulzsec and Anonymous are any indication, it probably isn't a good idea to make these people mad either...<br />
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So in closing, maybe instead of trying to fight piracy, companies should stop being so stiff and concerned with their bottom lines, and creatively embrace piracy. It would not be an easy endeavor that's for sure, it's a major change from the traditional business mindset, but the internet has made business anything but traditional. I would argue, that brand personality, transparency, and interaction is about as important as operations and a business plan. Encouraging sharing, or distributing select content for free could have a lot of potential benefits. First, it might increase the quality of said content, so users don't have to browse through pixely video or watch a shaky camera recording. Second, this kind of thing can do wonders for brand image. You're essentially giving the people what they want and relating to them, showing that you're not a group of stiff old men and women around a rich mahogany desk plotting how to take people's money. Encourage people to share, and talk, and get some free marketing and increased awareness. If done right, you'll probably end up driving more traffic to your site and be better off in the long run. </div>
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SOPA has implications for everyone who uses the internet. Think about what it means for you and how it can affect others. I encourage you to sign any of the <a href="https://www.google.com/landing/takeaction/">various petitions</a> that are circulating and if you're a corporation, consider a creative alternative and maybe change the internet for the better. </div>David BenBassetthttp://www.blogger.com/profile/14107772794657380278noreply@blogger.com0tag:blogger.com,1999:blog-8163944123054255701.post-73800777111020650422012-01-14T17:47:00.000-08:002012-01-16T19:00:40.519-08:00Braille burgers are why I love advertisingWell I'm a little late with this find, but this little video made me so happy that I'm going to write about it anyway.<br />
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What you have here, is a case by Creativity on a campaign they did for South Africa's Wimpy. To promote a new blind-friendly menu, the agency used sesame seeds to spell out braille messages on burger buns and distributed them to 15 blind people around Johannesburg. As you'll see in the video, the results of this campaign were great, but that's not really what I'm concerned with. The reason why I love this video is because this is the type of unique, creative idea that leaves clients and consumers (and me) with wide eyes and a dropped jaw.<br />
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If you've ever worked with me on a project you know I get giddy about stuff like this. This campaign paired a unique situation with a unique solution, but there's opportunity for this level of wow-factor in any campaign. You just have to dare to be a little different. It's important to take some time and determine the best mediums and technologies to use to get the greatest effect. In this case, targeting a few people who were probably chosen because of their potential reach. In the end, their reactions went viral, which is generally the goal. Sometimes leveraging a trendy new technology gets people excited. But sometimes using traditional media and building curiosity, mystery, or just a visual experience can work just as well.<br />
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If you want another good example, <a href="http://creativity-online.com/work/mini-mini-getaway-stockholm/21622">Mini</a> turned a campaign for one of their cars into a game, and <a href="http://mashable.com/2011/04/29/coke-friendship-machine/">Coke</a> made vending machines friendly. While you're waiting for those to load, here are some tips for how to think up better, more creative ideas:<br />
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<li><b>Understand the situation.</b> Is the client or product or message one that needs to make a statement? Are you not currently the go-to product? Are their barriers to persuading consumers or making them aware?</li>
<li><b>Brainstorm the right way.</b> This process can be great or it can ruin everything. It's really a balancing act. You want to think big and not worry about being safe, but at the same time the simplest ideas can be the best. Minimalism ftw! It's also important to avoid being critical and discouraging people from being interesting. It's okay to play devil's advocate and encourage others to think a little deeper into their idea, but for the most part don't be quick to throw things away.</li>
<li><b>Collaboration is key.</b> There's nothing better than a session where ideas bounce back and forth between team members and you watch them evolve into something great. What I've found is that to avoid groupthink, leaders should throw out questions rather than options. This way, people can't simply agree. You can phrase questions to imply your ideas, but the main goal here is to get people participating. Sometimes an idea just comes to you, but it rarely takes full shape until you get multiple perspectives. </li>
</ul>David BenBassetthttp://www.blogger.com/profile/14107772794657380278noreply@blogger.com0tag:blogger.com,1999:blog-8163944123054255701.post-64193742493327154072012-01-11T18:43:00.000-08:002012-01-16T19:00:06.157-08:00The lightbulb is officially onWelcome to the lightbulb everyone.<br />
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This is my first stab at writing a blog so bear with me as I find my voice. Now you're probably wondering, why "The Lightbulb"? If you follow me on <a href="http://twitter.com/benbassett919">Twitter</a>, you'll know I have something called <a href="http://paper.li/benbassett919/1306969494">The Bubble</a>. Well The Bubble is an aggregation of the things that go through my head on a daily basis. You're essentially getting a look into my head, kind of like a thought bubble. This blog on the other hand, will consist of my opinions, insights, and recommendations. For the most part, these will be my ideas, hence The Lightbulb.<br />
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Lately I've been feeling very opinionated about various things. Education really got to me this semester, as I became an increasingly jaded senior at Maryland, and started realizing how stupid some of our school policies are. For those of you that already know me, you can expect to hear a lot about technology, gadgets, games, and other nerdy stuff like that. I'm going to try to keep this fairly professional though, and while I'm working with the geniuses over at RTCRM, you'll be hearing a lot about marketing and social media trends as well. If you want more of that info, check out <a href="http://www.rtctreffpunkt.blogspot.com/">Treffpunkt</a>, another blog I contribute to.<br />
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Check me out here: <a href="http://linkedin.com/in/dbenbass">LinkedIn</a> <a href="http://about.me/dbenbassett">About.me</a> <a href="https://foursquare.com/benbassett919">FourSquare</a> <a href="https://www.facebook.com/dbenbass">Facebook</a></div>David BenBassetthttp://www.blogger.com/profile/14107772794657380278noreply@blogger.com0