Data: 29.09.2007
Interesting
Bogdana Butnar
 an interview with Jeffre Jackson, Open Intelligence Agency
You've made the concept of interestingness just as relevant as the idea of lovemarks in advertising. What does it mean for a brand to be interesting?
My short definition of interesting is "worth thinking about." So an interesting brand is one that people
continue to think about on their own and maybe even to talk about with others. It's a brand that people make
up stories about. It's a brand that becomes, if only for a particular target market, a working piece of culture, passed along and embellished by people simply because they want to.
Has our definition of interestingness changed in the past couple of years (what with internet, and technology and all that)?
I don't think the definition has changed, but it has become harder to achieve, simply because the playing field has become so much larger both in numbers of competitors and media channels. Part of being interesting is being new in some way, and when it is so easy to see and hear so many new things with so little effort, it becomes harder to find something interesting to say.
What is the most interesting piece of communication you've seen lately? Why?
I'd have to say it was the Cadbury "Gorilla" ad. I was exhausted, trying to fall asleep in a hotel bed around midnight a few weeks ago when it came on the television and immediately caught my attention. And when it was over, I thought, "Who can I call about this at this hour?" So: It made me think. It made me want to communicate. The remixes are already showing up on YouTube. That's interesting. Does it sustain that interest? Will it sell chocolate? I don't know.
Interestingness by itself isn't necessarily a good selling tool, nor is it the only way to sell things. It's just that 99% of the communications I see fall down on this criterion. The Cadbury gorilla didn't.
Is consumer generated content more interesting than brand content?
Not necessarily. Despite all the interest in consumer generated content, we're beginning to see that consumers aren't any better at making stuff than brand holders. They're just much more prolific and will work for nothing. That's interesting (so to speak) about consumer generated content is simply that it exists. If people are freely doing creative things with your brand resources, that's a sign that they find your brand interesting.
If you were to make a prediction for the next 5 years what do you think will be the most relevant thing to change in brand communication?
One possibility is that "brand communication" will increasingly take place amongst consumers, with the brand holder becoming more of a facilitator than a broadcaster.
What's your favourite thing to eat for breakfast?
Coffee and a bagel with peanut butter.
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