Home

March 21, 2012

“Blatancy and the Social Object Factory”

No Comments

[The cut-out we had on dis­play in the Sam­sung Blog­gers’ Lounge at SXSW…]

Tim Kitchen has a nice riff on the con­cept behind the Social Object Fac­tory:

The fourth thing I meant is that there is an ‘aggres­sion’ of con­cep­tua­li­sa­tion. I have writ­ten ela­bo­ra­tely in the past on meme­tic bran­ding, along with Mike Cay­ley and also on brands as pro­du­cers of con­nec­ti­vity. In Hugh’s mind brands simply become ‘Can­nons’ puf­fing out meme­tic can­non balls… the visual lan­guage remo­ves the need for analy­ti­cal and cap­tu­res the essence of the idea. More impor­tantly, it is a pro­duc­tive, ener­ge­tic and kine­tic image, which makes brand owners feel as if they are in control.

Fifthly I was evo­king ‘com­mit­ment’. Hugh’s basic con­cept here, as I see it, is to move away from a typi­cal agency focus on the pro­duc­tion pro­cess, and also to move away from a con­sul­tancy focus on out­co­mes. Ins­tead he con­fi­dently assu­mes the out­co­mes and trusts his track record for the pro­duc­tion pro­cess, and focu­ses ins­tead on the ’stuff’ itself.

Thanks Tim, though I would be remiss if I didn’t men­tion that the name, “Social Object Fac­tory” was really Jason’s idea (gapingvoid’s CEO).

We were trying to evolve the busi­ness away from just “Hugh, the car­too­nist” and all that “Per­so­nal Brand” crap, to something lar­ger and more inte­res­ting, not to men­tion, sca­lea­ble and sustainable.

Besi­des that, Tim’s com­men­tary is pretty per­cep­tive and inci­sive about what we’re trying to create, here. Worth a read. Thanks, Tim!

Tags: social Objects factory, Tim Kitchen