Common Sense Communication

In the offline world, if your customers didn’t find what they were looking for inside your store and left without shopping.

Would you:

a) Rethink the layout of your store today
b) Rethink the layout of your store next year
c) Rethink the layout of your store within the next three years

I think the answer is quite obvious. Then why the hell doesn’t more brands and companies care more about how people being converted through their online presence today, this hour and this minute.

Whenever you have questions about your online marketing and communication activities simply ask yourselves – What would I do in the offline world. The answer to that question can always be translated into a digital solution. It goes for marketing, design, online events, social communication, choice of technology and more. I call this Commons Sense Communication.

Common sense really!

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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 and Co-Founded 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.

  • Therese

    Voted Sweden’s first blog on innovation, future trends and digital communication- by whom?

  • Johan Ronnestam

    Two times by Yaba awards and Microsoft Advertising also named me swedens first authority on digital communication this year.

    But what did that have to do with this short morning reflection :)

  • Therese

    Very nice. Was just curious. Think there are quite a few good Swedish blogs in this sense, but I like the ‘anti-jante’ approach!

    About your post- absolutely agree with the common sense thought. Would you say one should take a different approach if your site does not provide commerce on site, but is more of a brand building tool?

  • Johan Ronnestam

    There’s tons. I’ve gathered most of them in my blog roll below.

    I’d say commons sense works for both ecommerce and branding. When you
    plan a campaign in offline media, say outdoor, print and TV you can
    seldom change the character of the campaign over day. Usually not over
    the campaign period at all. But with online activities you can measure
    the success of your campaign on a hourly basis. And if it doesn’t
    perform I cannot see the reason why you should not aim to increase the

    You should ‘eye’ my ‘book’ on the subject ››


  • Andy Nattan

    It’s because people just can’t make that mental link between offline and online marketing. They don’t seem to be able to realise that what works with one should work for the other.

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  • Sports Energy

    Nice blog.
    Thanks for this information.

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