Interatividade e invencionices fazem parte do meu dia-a-dia profissional. Comecei minha carreira em web, passei pelo mundo offline e, hoje em dia, tenho voltado a me dedicar ao mundo interativo-digital. No entanto, sempre encarei as chamadas “novas mídias” assim como o nome as designa: como mídias. Canais de comunicação que carregam uma mensgaem do emissor ao receptor. Pilares importantes, mas que devem desempenhar papéis coadjuvantes abrindo espaço para a grande protagonista: a mensagem, que deve estar vestida de um grande conceito.

Mesmo sendo um grande defensor das novas mídias, e do papel central que elas devem representar nas táticas do cliente, fico incomodado com os discursos inflamados de quem acaba se enganando e colocando o canal à frente da mensagem. Por isso, fiquei muito feliz com o texto que li hoje na AdAge e que compartilho aqui com vocês. Como sempre, vai um trecho e o link para quem quiser ver o restante:

What’s More Important, the Story or the Book?
Delivery Mechanisms Should Never Overshadow the Brand

Posted by Bart Cleveland on 11.30.07 @ 02:00 PM

Sometimes we ad makers get so caught up in the latest delivery techniques we overlook the importance of the brand story we’re communicating. Delivery is technical. A story is emotional. For a brand to stick, you must connect emotionally. Utilizing the latest mobile-phone technology must not cause us to take our eye off of the branding ball. As an advertising agency, creating a brand’s story is the most important and valuable capability we offer. When we replace that story with delivery techniques we endanger our very existence. I’m not suggesting our knowledge and utilization of all communication channels is not important. It’s imperative. However, it’s what takes priority that we need to be cognizant of if we are to remain useful to our clients.

I remember reading a story in Fast Company several years ago written by Seth Godin. It was about a French baker, Lionel Poilane, who used 300-year-old recipes for his French bread — not those long loafs we think of, (they are not originally from France) but the original French bread. It is big and round and dark. Poilane was such an amazing story; Godin included him as an example of being remarkable in his book, “Purple Cow.” In fact, he dedicated the book to the memory of Lionel Poilane. Continue lendo…