For years I’ve thinking about this post but it has seemed so obvious so I didn’t bother writing it. But nothing happens so it’s time to put my thoughts down in writing and give one of my business ideas away.
The unexplored room of business development
The car industry has access to a very unique thing. 4 seats where people have different needs depending on age, sex, where you come from and where you’re heading. All of this in a small contained area that today is pretty boring and unexplored.
What if the car industry decided to start a company together, sort of a foundation like the mobile world has launched Symbian, that developed a new operative system optimized for cars. What would be the specs and how could it benefit the car brands.
The benefits would be enormous. Let’s brainstorm for a couple of minutes:
Maximum connectivity with USB, Firewire, SD card slot and Bluetooth accessibility and Wifi & wireless 3G broadband connection.
It’s pretty obvious. Getting internet into the car would not only enable me to download apps, stream videos, listen to internet radio and play online games but it would also enable me to upload stuff to the car from home. Sync videos, photos, software and more. On top of this I [click to continue…]
Right now I’m in the middle of some planning work for a Swedish brand. I’m spending quite a lot of time trying to understand their products, their target group and especially their brand. When I’m working I like to keep a drawing pad close to me so that I can write down and doodle on ideas as they flash by. That’s when this image below came out of the pen a couple of minutes ago.
This ‘Spine of Communication’ model is a simple way of showing how the human being takes on a communication message and what things matter when we make decisions. In other words, we do not make decisions with our brain. This model could be followed both from a visual, idea and copy based perspective. Worst case scenario is when brands start using naked people. They get effect but how does it affect the brand?
How far down that spine you should go all depends on the brand you’re working for since not every brand can or should push their communication all the way. Your goal should always be maximum emotion and minimal rationality. That way you’ll make people make decision based on other things than price. After all who would by a Porsche, Cheap Monday jeans, Kosta Boda piece, Britney Spears record or a bottle of Absolut Vodka based on rational thoughts. Note. Even low price brands should focus on the emotional aspect rather than the rational.
And this is why I’m spending more time on the planning rather than the idea. In other words spend some rational time before getting down to the emotions. It is a pick up game, isn’t it 
