Paradigm Spit - Simon Pont - for #BookMap13 (July 9)
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Simon Pont addresses The Bookseller Conference, July 9th, on the Southbank. Presentation title: Paradigm Spit. Material addresses how definitions are changing in our digital age, and how marketing practices must move in sync. How might we redefine just what a book is, so that it may evoke story, character, theme, and idea that may transcend physical and digital spaces? Case examples include: The Better Mousetrap and Remember to Breathe. Citations include: Dyson, Digital Music industry, Jaws, District 9, Prometheus and HTC.
Transcript of Paradigm Spit - Simon Pont - for #BookMap13 (July 9)
Terms & Definitions
Paradigm Spit
Simon Pont Paradigm Spit
The Bookseller July 9th 2013
Simon Pont Paradigm Spit
The Bookseller July 9th 2013
The internet has taken
tiger-sized bites out of former paradigms, then
spat the gristle far across the room.
Simon Pont, Digital State (2013)
“
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TVSimon Pont Paradigm Spit
The Bookseller July 9th 2013
Video“Content”
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The Limited Edition “Dyson DC25 Blueprint”
Simon Pont Paradigm Spit
The Bookseller July 9th 2013
WE NOW LIVE IN A “DIGITAL STATE”
Simon Pont Paradigm Spit
The Bookseller July 9th 2013
WHERE WE DO THE SIMPLEST THINGS DIFFERENTLY
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Simon Pont Paradigm Spit
The Bookseller July 9th 2013
FROM CASUALTY TO COMEBACK
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“Without music, life would be a mistake.”
Friedrich Nietzsche
Simon Pont Paradigm Spit
The Bookseller July 9th 2013
to “advertise” - verbto call attention to something, in a boastful or ostentatious manner,in a public medium to induce people to buy
Simon Pont Paradigm Spit
The Bookseller July 9th 2013
“Never under-est...”
Canal+
(2009)
76”
Simon Pont Paradigm Spit
The Bookseller July 9th 2013
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The intersection ofFUNDAMENTAL STORY-TELLING PRACTICES...
Simon Pont Paradigm Spit
The Bookseller July 9th 2013
The Future for Brands & Marketing...
and how DIGITAL MEDIA CAN CREATE
OBLIQUE ENTRY POINTS
Toy
Tantalise
Tease
Feed
Simon Pont Paradigm Spit
The Bookseller July 9th 2013
The Monster
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JAWS (1975)
Simon Pont Paradigm Spit
The Bookseller July 9th 2013
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Robert Shaw & shark
“It made me become more like Alfred Hitchcock: to tease, to make a the-less-you-see-the-more-you-get thriller.”
Simon Pont Paradigm Spit
The Bookseller July 9th 2013
Transmedia teaser (2009)
Location: West Hollywood, Los Angeles
DISTRICT 9: BUS BENCHES
Simon Pont Paradigm Spit
The Bookseller July 9th 2013
Transmedia teaser (2011)
Location: Bakerloo line, London
LIMITLESS: UNDERGROUND TUBE CARDS
Simon Pont Paradigm Spit
The Bookseller July 9th 2013
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PROMETHEUS (2012): VIRAL FILMS X3
Viral 2 (April):“Happy Birthday David”
Viral 3 (May):“Quiet
Eye”
Viral 1 (Feb):Peter Weyland at TED 2023
Simon Pont Paradigm Spit
The Bookseller July 9th 2013
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Nick Jojola's Extreme Sports Skydiving Docu.
HTC
60”
(2012)
Simon Pont Paradigm Spit
The Bookseller July 9th 2013
Digital State (2013)Publisher: Kogan PageCategory: Non-fiction
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The Better Mousetrap (2012)Publisher: Kogan PageCategory: Non-fiction
Remember to Breathe (2012)Publisher: UrbaneCategory: Fiction
Simon Pont Paradigm Spit
The Bookseller July 9th 2013
How can any of the aforementioned be applied?
THE BETTER MOUSETRAP(2012)Publisher: Kogan Page
Territory: WorldCategory: Non-fiction
THE MARKETING ORBIT
The Better Mousetrap Spotify Playlist
LoveFilm Movie Collection*
*With a 1-month free trial & £15 Amazon voucher on
redemption.
The YouTube Brand Channel
Slideshare.net
Simon Pont Paradigm Spit
The Bookseller July 9th 2013
Simon Pont Paradigm Spit
The Bookseller July 9th 2013
Brand channel
34 playlists
99 videos
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30 movie titles.
1 month free with LoveFilm.
£15 Amazon voucher on redemption.
Simon Pont Paradigm Spit
The Bookseller July 9th 2013
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Simon Pont Paradigm Spit
The Bookseller July 9th 2013
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Simon Pont Paradigm Spit
The Bookseller July 9th 2013
53 pins
Simon Pont Paradigm Spit
The Bookseller July 9th 2013
REMEMBER TO BREATHE (2012)
www.areyouasamuelgrant.comWhere are they now? comp;
Samuel Grant Questionnaire:Win a signed copy & ‘Dinner for
2’ at The Ivy.
The Short Uploaded to Vimeo, You Tube et al from Oct 22; teaser posters loaded to
Samuel Grant on About Me
The Spotify Playlist
LoveFilm Movie Collection**With a 1-month free trial &
£15 Amazon voucher on redemption.
Samuel Grant on FBThe Brand Channelwww.youtube.com/meetsamuelgrant
Simon Pont Paradigm Spit
The Bookseller July 9th 2013
THE MARKETING ORBIT
Publisher: Urbane PublicationsCategory: Fiction
Simon Pont Paradigm Spit
The Bookseller July 9th 2013
RTBfinal poster.
RTB advance posters. Set of 9.
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What it reinforced...
4 nights for 3 minutes
Cardinal sins:
1. Too long
2. Wasn’t an ad, wasn’t cut like a trailer
3. It gave face
But...
Simon Pont Paradigm Spit
The Bookseller July 9th 2013
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book – noun
portable written or printed treatise filling a number of sheets, fastened together, sewn, or pasted hinge wise.
Source: Oxford Dictionary
Simon Pont Paradigm Spit
The Bookseller July 9th 2013
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Simon Pont Paradigm Spit
The Bookseller July 9th 2013
A book: no longer physically limited. Story: no longer bound to spine or format.
“A book”: Themes & Ideas...
Character & Narrative... that can transcend and be non-linear, across physical and digital space.
Paradigm Spit
Simon Pont Paradigm Spit
The Bookseller July 9th 2013
ABOUT SIMON PONT
SIMON PONT is a writer, commentator and brand-
builder.
His agency career includes being part of Saatchi &
Saatchi and Naked Communications, the pioneers of
Communications Planning. Hollywood movie studios,
Icelandic investment banks, British chocolate bars
and Middle Eastern airlines figure amongst his time
on the inside of Adland. Formerly the Chief Strategy
Officer at agency network Vizeum, and an EACA Effies
judge, he is currently enjoying a rather well-timed
spell of gardening leave.
Simon Pont is the author of non-fiction titles ‘The Better Mousetrap: Brand Invention in a
Media Democracy’ and ‘Digital State’, and ‘Remember to Breathe’, a novel.
Say hello at: www.simonpont.com
