Greg Johnson Digital native, brand strategy & creative director

SXSW, here we come

January 8, 2012 by gj

I somewhat forgot to actually post up the new news — I’ll be speaking at SXSW 2012 on the Brands As Patterns panel (which I chatted about here and here). Marc will be brilliant, so I’ll strive to keep up! Should be excellent, and I hope to see you there!

It’s the edge of the circle, not the center

September 21, 2011 by gj

Everything can be solved by a Venn diagramFacebook’s recent evolution to feel more like Google+‘s circles is ambitious, and a sign of the me-too times we’re in. Love it, right? Group your posse into, well, “posse” and “other posse” and “posse’s posse.” And “followers.” Don’t forget those. And once you’ve done that you can share relevant information with each of the groups and not have to worry about cross-pollination and all of the other pitfalls of an open-ended exchange like we’ve lived through in the past. But the problem with both of the current models is that I’m always the same version of me…and that’s bad. I’m not in real life: there’s Greg at work, Greg with kids, Greg with old college chums. Different buckets of people that I share certain things with. But also different buckets of people that I interact differently with. That’s the key. The version of me that arrives to the party is dependent on circumstance and context, and that’s missing from both Facebook’s recent update and the approach Google+ has taken. (more…)

SXSW Panel: Brands as Patterns

August 15, 2011 by gj

Marc Shillum‘s posted up the panel submission for SXSW 2012, building on the excellent Brands as Patterns. The speakers will be Marc, myself, Steve Pearce from Skype, Peter Sims and Walter Werwoza from Musikvergnuegen. Should be excellent…really looking forward to it. But that means we need your vote, please, here: http://panelpicker.sxsw.com/ideas/view/13483.

Influencing

August 4, 2011 by gj

Give my creation LIFE!Half of us spend our time locked in conference rooms debating ideas, in an endless cycle of serving up new concepts and killing off old ones. But too often you’re debating ideas that matter in the moment rather than building block ideas that will matter over the long term. Maybe generating short-term impact but not the long-term need: using your brand as influence. And in the game of noise, resonance is all that matters.

The rub here is, what resonates? With very few exceptions, a one-size-fits-all approach just doesn’t work. Resonance is about relevance, about personal connections and need states. ¬†About adaptation within limits so that you’re true to what you stand for and meaningful to the connection you’re trying to make. About not giving up the narrative for the click, but not giving up the sale for the story.

The shift from monologue to dialogue (or communal narrative…but let’s not go there just yet) is a sea change. And it’ll have implications on everything from spend mix to media coverage to how we measure success to what makes a great narrative to what an identity means. My take on the keys to success…