5 links that aren't in the C_NCENTRATE newsletter.  Please share them with your colleagues and friends.  SPECIAL CANNES EDITION!

[1]  Was your agency on the Cannes Tumblr?  [6m]
[2]  How to survive a zombie attack. [6m]
[3]  Marketing for people - Unilever. [7m]
[4]  Sir Martin Sorrell will eat your children? [4m]
[5]  Today's most disruptive marketers (!) talk! [5m]

Got a link you think we should share?  Let us know!

*Register your interest in the HERE/FORTH conference, coming January '16.*


C_NCENTRATE +5 - 17/05

5 links that aren't in the C_NCENTRATE newsletter.  Please share them with your colleagues and friends.

[1]  The best podcast you'll ever listen to.  [6m]
[2]  How brands should use Selfies. [6m]
[3]  An app that helps you take back your brain. [7m]
[4]  Four ways to win your competitor's customers behaviour. [4m]
[5]  Why you are not your job. [5m]

Got a link you think we should share?  Let us know!

*Register your interest in the HERE/FORTH conference, coming January '16.*

Interview, Helpful

INTERVIEW : Brian Eden - Creator of 'Tell Us Your Story'

We instantly loved 'Tell Us Your Story' when we came across it on Twitter - it's an impressive and passionate rage against a trend we have seen emerge over the last few years...the tell us your story campaign.  We grabbed the creator, Brian Eden who is a Copywriter in New York.

Why did you set up 'Tell Us Your Story'?  

I started the blog last year after noticing that every brand suddenly wanted to hear my stories. The cat food wanted to hear my cat food story. The bleach wanted to hear my bleach story. The disinfectant wipes wanted to hear my disinfectant wipe story. The more I started paying attention to it, the more I started to see the humor and absurdity in these requests. Because, when’s the last time you heard a good disinfectant wipe story? 

What is the problem here?

As long as there’s been advertising, there have been trendy executions. From side-by-side taste tests, to “your family will love you for giving them [insert product here]” to jingles and flash mobs.  It seems the newest advertising trend is that brands want us to tell them our stories. But most products - especially the more ordinary ones - don’t lend themselves to being the centrepieces of especially compelling stories.

Why do you think brands do this? 

It’s easy to see the appeal of “Tell us your story” for a company, because it seems like a good way to create social media content, generate conversation with customers, and collect a bunch of testimonials all in one.   And for some types of businesses, that might actually work out. Travel, sports, hospitals, charitable causes - people actually do have stories to tell about these kinds of things, so it’s not as strange of a request coming from a brand like that.

Where it starts to get funny is when the more mundane, everyday kinds of products ask us for our stories. Kitty litter. Iced tea. Nose spray. They’re funny because they’re so socially awkward. Who actually has a nose spray story? 

What do you wish brands would do? How can they be better?

There are a lot of companies that are using social media really well - Oreo, GoPro, Old Spice and Honey Maid to name a few.   Social media offers brands big opportunities to do great work. But the work has to be rewarding for the customers. The more time and energy you’re asking people to give you, the more worthwhile it has to be for them to give it. The work can’t be totally self-serving (at least not overtly).

Interesting, C_NCENTRATE+5, Helpful

C_NCENTRATE +5 - 14/12

An extra shot of C_NCENTRATE that doesn't appear in the newsletter - a bit different this week - this is a collection of books we think you should be reading right now.  

*** Please share this post if you find the links useful ***

_  "Weak messages create bad situations" / David Shrigley - a great call to arms.
_  "To Sell is Human..." / Daniel Pink [Out Jan 16] - selling has moved on, have you?
_  "Storyscaping" / Gaston Legoburu - immersive experiences are the future.
_  "Marketing Excellence 3" / Hugh Burkitt - case study porn that is worth your time.
_  "Read Me." / Horberry & Lingwood - "Most people think they can write, most people are wrong".
_ BONUS! "The Ideas Book" / Kevin Duncan - Smart, practical advice - pockesized

DO YOU FLIP?  We are now Flipping exclusive content on Flipboard daily!  Add us there to stay ahead of the latest movements in technology, innovation, psychology and lots more.


INTERVIEW : Nicholas Lovell - Author of "The Curve"

[[[ NOTE : This is the first of many interviews with people HERE/FORTH think are interesting, worthy of your attention and who have impacted our thinking recently.  Get in touch if there's someone you think we should be considering. ]]]

Nicholas Lovell (@nicholaslovell) helps creators and brands to make money in a digital world. For the past ten years, he has focused on the video games sector, helping companies such as Rovio, Square Enix and dozens more to be highly profitable while giving their games away for free. He is the author of The Curve (Portfolio Penguin) which shows how all creators and brands can make money from free.


Explain "The Curve" in a way you've never previously done.

The Curve comes in three parts: find an audience, probably using free; earn the right to talk to that audience again, probably using technology; and enable superfans, by letting those who love what you do spend lots of money on things they really value.


C_NCENTRATE +5 / [6/7]

This is a new feature we're starting because some of you just can't get enough of our links on C_NCENTRATE every Sunday.  Please share them if you find them useful.

1_ Worried about the Facebook experiment we know about?  They've done hundreds more...

2_ Google is messing up the "right to be forgotten".

3_ What Is The Ultimate Marketing Machine?

4_ This is a wearable we could actually see working.

5_ Watch this to learn how Millennials really connect.