Author(s): Martin Thomas
Google breaks the traditional rules of branding by changing its logo everyday. Doritos handed over the US premium advertising slot in the Superbowl to a couple of amateur filmmakers. The software industry is well used to 'living a life in beta.' Even Pope Benedict XVI has embraced the inclusive 'Obama model' of communication with YouTube broadcasts in 27 languages in an attempt to encourage debate. If the Pope can do loose, anyone can. Loose thinking is at odds with all but the most progressive organizations. As Clay Shirky suggests, companies that create products, services and messages that are too perfect will leave the consumer thinking 'where is the space for me?' LOOSE shakes up the status quo and shows how prevailing business wisdom needs to change.
Martin Thomas is a business consultant, trainer and writer and has worked with clients ranging from major corporations to government departments on business, brand and communications planning assignments. He co-founded Nylon, WPP's specialist communication business, where his clients included Xerox, Morrison's and Sony Ericsson. Martin also worked at media agency MPG and wrote the marketing communication section of Camelot's successful bid for the UK National Lottery. Martin is a non-executive director of Sport England and the Commonwealth Games Council for England.