Description
The Better Mousetrap is an inspirational examination of the digital age, addressing original thinking and fascinating new perspectives on brands, advertising and media in the 21st century.
Chapter
Brands: thorny, gnarly, ever-so-twisty
Brands must behave,
must woo
‘Same difference’:
the counterpoint brand
Reframing: originality
and busting it up
Brand duality: consider
your brand’s Batman
‘Lose the nipples’:
what’s in a logo?
‘Back in the day’: nostalgia brands and the retro sell
‘Yours digitally’: brand charisma’s second coming
Drop the ‘The’:
what’s in a name?
Gross assumptions,
crumby conventions and
the Churchillian view
You are your
own mousetrap
Part two In pursuit of the accelerated consumer
The age of the accelerated consumer
The brand communication model: a bit like a time-travelling DeLorean
Allow me to
proposition you
Curve, contour and
come-on: how persuasive
is sexual persuasion?
Truth, lies and advertising
Irrational reasoning, magpie desire and the watch from outer space
‘With great power...’: advertising to our
inner superhero
Buying wine, getting her
to drink it and other
Adland misdemeanours
Part three Dawn of
a media democracy
‘Digital’: what it is,
what it isn’t
Transmedia...
in a Tube card
Is social media just
a bit antisocial?
A pop culture where everyone’s invited
The second fundamental:
avoid launching ghost ships
Mobile: the new dependency
Teen alienation is
so analogue
Efficiency and effectiveness: fish with feet sidestep moving trees
Ed Burns, TriBeCa and
the film-making revolution
Epilogue – take comfort, ‘nobody knows nothing’