About Naked Tokyo
The collective conscience of Naked live in what we call the Four Naked Truths. These are the principles which guide everything we do, and act as a litmus test when things get hazy. We think that the Truths are just as relevant today (if not more so) as when John, Jon, and Will wrote them in 2000, upon founding our fair company.
Naked Truth #1 — EVERYTHING COMMUNICATES
55% of human communication comes from your appearance, 38% is
how you sound and only 7% is what you say… i.e. over 90% of what you
communicate has nothing to do with what comes out of your mouth. The
same is true for brands. So we need to manage every piece of brand
behavior, not just what is said in ads or on websites. Communications
planning needs to inform everything you do from product innovation to
service delivery to customer relationships to marketing.
Naked Truth #2 — PEOPLE ARE YOUR PARTNERS
Consumers no longer choose just
to consume, they also choose to create and share in this era of user
generated content and citizen journalism. So it is outdated to think of
them as just a “target,” passively receiving branded messages
— they are now potentially partners in our communication. Therefore,
companies should start treating their consumers like they treat their
employees. We have to think about the way we recruit them, reward them,
incentivize them and promote them. And this principle holds true for
any audience who touches a given brand — clients, B2B partners, the
media, customers, and even, yes, their employees.
Naked Truth #3 — THERE IS A BETTER WAY
Despite these huge media and consumer changes, the business of
marketing has hardly evolved at all. The industry today is still built
around the same production silos it was in the heyday of mass
marketing. Even “digital” has evolved as yet another silo. Brand owners
in the 21st Century have inherited a marketing communications
infrastructure designed to an outdated specification. There is a better
way, a way that requires a radical rethinking of how products,
services, issues and brands are connected to their customers. And
that’s how we do things at Naked.
Naked Truth #4 — SEE THE FULL PICTURE
It is vital, in navigating this ever changing world of
messaging, channels and brands, that we think about solving the problem
before we start designing the execution. It sounds obvious, sure, but
many people do it the other way round.
Interested in what we can do for you? Drop us a line.
wow this is great infor
Posted by: misha | July 03, 2009 at 11:08 PM