As well as Tim Wright’s Kidmapper, I also enjoyed Duncan Gough‘s talk at Playful.

He did too, apparently:

Jolly good.

His words were intended (presumably) to be considered in a game-context, but I think a lot of it was very relevant to ‘experiences’ as a whole.

Duncan compared TV ‘series’ with TV ‘serials’. The main difference being that in a series, each episode is self-contained. No matter what happens, the next week, things could be back to normal. Like the Simpsons. Serials on the other hand, do carry the responsibility of consequence. What happens in one episode impacts the story as it is picked up in the following one. Like The Wire. And also like life.

It didn’t take a genius (I know, because I am that non-genius) to connect this thought to attitudes to brand communications.

Most brand comms is played out like a series; a series of mini campaigns, each of which is quickly forgotten. Long term value is ignored in favour of short term results. Even “big ideas” are ditched for a new “big idea” very quickly. The reasons for doing this are clear. I’m more interested in the reasons for not doing it.

While it may suit some brands/companies to operate in this snacky way, many would be well advised to think in terms of serials, not series. That is, if genuine ‘meaning’ is more important than simply treading water. Just ask yourself, would you rather people flicked over to your brand like they do with the Simpsons, or would you rather they mourned your absence, like the Wire?

Tags: lessons, postulations, quotes