A little article by Lars Bastholm worth reading

Lars Bastholm and I worked together on a Nike project at Framfab back in 1999. Ever since then I’ve had a great deal of respect for the man. He’s now the Co-Chief Creative Officer at AKQA New York.

The other day Lars wrote an article on Social Storytelling. Lars is commenting on the fact that some people in the business thinks digital cannot keep up the branding story. An opinion that according to me is based on the fact that people are afraid of change and believe things will stay the same for ever. Digital is changing everything, we just have to adapt to it and not try to bend the consumer into old marketing models, it’s not going to work.

Lars ends his article with six checkpoints that’ll help get you started mastering the art of social storytelling and invite consumers into the conversation. A great list. Personally I just love nr 5.

  1. Look at any marketing effort as the beginning of a conversation.
  2. Closely monitor the conversation and be ready to respond to consumers.
  3. Provide consumers with tools that help them carry on the conversation for you.
  4. Leave room for consumers to interact. Make sure your creative universe is big enough that there are unexplored areas.
  5. The conversation is over when the consumers say it is, not when the media plan (or the budget) says it is.
  6. Listen and learn from the feedback loop.

Head over to Creative Online and read the full article.

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Curiosity. My greatest asset. Born 1971 and Raised in the suburbs of style city Stockholm, creativity was always a part of growing up. With a background as a former snowboard professional (with among others Greger Hagelin from WE and Per Holknekt from Odd Molly as sponsors) and one of the few in the world who nailed a 1440° spin, I started my career on the buyer side. Marketing exclusive golf brands such as Mizuno, King Cobra and Goldwin gave me insight into the demands of advertisers and consumers but foremost the complexity behind how products actually make it into the stores. Always full of ideas, I felt I needed to move on to the creative side of the business. Internet, on the rise in Sweden drew me into the digital revolution already in 1994. In 1998 however I joined Framfab, one of the late 90’s fast-moving companies. As a concept developer and key account manager I parted in creating award winning projects for clients like Vattenfall , Bredbandsbolaget, Nike Europe and Volvo Cars. I also held a position within Framfab Innovation. The incubator of new ideas within Framfab. After Framfab had grown in just two years from 130 employees to 3400, I felt I needed to move to a smaller organization. Abel & Baker - in 2001 the worlds most awarded digital advertising company attracted me. At A&B I tool part in winning the global account for adidas, but I also worked with MTV, Nokia, Toyota, Årets Kock, ICA and the Red Cross. In 2002 I left Abel & Baker to found something of my own - Foreign. Foreign - an ideas creator with focus on the communication of tomorrow - based in Stockholm, Sweden. Foreign quickly grew to 27 employees and was awarded in the Cannes Lions, D&AD, New York Festivals, London International Advertising Awards, Epica, Clio, Cresta and other award shows every year since start up. Foreign launched both digital and integrated global campaigns for BMW Motorrad, MTV, H&M, IKEA, Omega, Beckers, Com Hem, Intersport, Kosta Boda, adidas International and many more. In September 2008 I took the decision to close Foreign down after almost 7 years. I’m now consulting within the same business on my own. Apart from Foreign I’ve also founded WhiskyGrotto.com and Co-Founded PremierGoals.com. Thru the years, leadership and success has been important, but enjoying life, loyalty and sincerity is what drives me further. I consider my part in motivating adidas to let fairly small Foreign handle adidas global digital World Cup campaigns my proudest moment in business. The birth of my two daughters Ebba & Linn is my proudest moment in life.