MADvice #83
Interesting stories about marketing and digital


3 stories worth sharing this week:
  1. The Power Of Powerful Creative Vehicles
    If building brands is your game, move beyond obsessing about your distinctive brand assets and identify the creative vehicle you are creating or using – the communications approach that can be repeated over time, creating fame and fortune for your brand. [Adliterate, 7min]
  2. As a Designer, I Refuse to Call People ‘Users’
    The terms “user”, “user experience,” and “UX” have become ubiquitous in design, marketing and technology. But labeling people as users strips them of complexity. It eliminates context and reduces humans to a single behavior, effectively supporting a view of people as more like robots whose sole function is to use a product or feature. [Medium, 6min]
  3. Humans Are A Post-Truth Species
    Branding often involves retelling the same fictional story again and again, until people become convinced it is the truth. What images come to mind when you think about Coca-Cola? Do you think about young healthy people engaging in sports and having fun together? Or do you think about overweight diabetes patients lying in a hospital bed? [The Guardian, 15min]

A quote I'm thinking about:

“When a thousand people believe some made-up story for one month, that’s fake news. When a billion people believe it for a thousand years, that’s a religion.” 

–  Yuval Noah Harari

MADvice is curated by Filipe in Lisbon.

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