When we talk about thinking "outside the box", or when we think of the "experience", this often means that we are trying to make a break with current types and modes of thinking. On the creative front, this means playing with expectation, changing the framing of a story, transforming a consumer’s sense of control or mastery. I often think about this in terms of the P-L-A-Y framework:
P — for Power
- Demanding of attention
- Testing limits (boundaries around behaviour, responsibility etc)
- Controlling the controllable
L — for learning and curiosity
- Skills development
A — for adventure
- Exploring an ever changing world
- Actively making the world a better place
Y — the yelp of surprise and delight
- Recognition and reward
- Self expression
As brands continue to investigate the changing consumer and business landscape prompted by the ever-increasing adoption of social (and mobile) media, strategists need to also consider the idea of “kidsperience”.
Nintendo appear to be following a similar path in their efforts to differentiate their product in the highly competitive gaming console market. As Scott Weisbrod points out, Nintendo are in search of a Blue Ocean. His competitive strategy canvas shows exactly how the positioning is being planned. But the question remains – how does this play out in their branding and advertising works? Take a look here. NO … wait, really, click through – and then come back and share your thoughts. I am fascinated to know.