A good story, a brand worth talking about and products that make you wish you had invented them – these are the things that I feel are important. Sure, technology can be interesting, great even, but story wins every time.
So it great to see this line in Russell Davies’ massive and hugely interesting post on the eg2006 conference:
The content isn’t in what we make. It’s in our audience’s heads. They’ve got processors in there.
He is referring to game development here … but makes the point, that as communications professionals, it is important to NOT just concentrate on the medium (whether it is print, online, TVC, outdoor etc), but to allow the story to germinate in the minds of our audiences. That way we get true engagement.