Archives: Experience & Design

Become a Dot Connector–Build living connections for seamless worlds

Move your marketing needle in the right direction.

There’s an intriguing opportunity for us when we push beyond the theories we’ve been following without questioning—like knowing all pieces of the marketing puzzle have an association to the brand or has the same URL or, worse, hashtag. Go to a place where your focus is really and truly on connecting the dots. Since I […]

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Customer Experience, CX, Daz McColl, experience design, storyscaping
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Make Your Experience ‘Holiday’ Worthy

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 It’s no secret that I am an advocate for building experiences where brands and people participate in something meaningful together. Sometimes that participation turns into a ‘holiday’ of sorts. Let’s explore this phenomenon. Groundhog Day. How many of us ever heard of Punxsutawney, PA before it became ‘holiday’ worthy through some keen storytelling by the […]

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Customer Experience, CX, Daz McColl, experience design, storyscaping
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“People are People, so, Why Should it Be?*”

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In our marketing ‘world’ all too often the concept of “understanding consumers” has been reduced to just identifying their needs. And market research has become a dreaded hurdle that must be cleared before you go on to the next phase of development. The technology of today offers new and interesting ways to mine for consumer insights and […]

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Darren McColl, Daz McColl, ethnography, insights, storyscaping
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Creating Ads vs. Creating Worlds

Creating Worlds vs Ads

Stop Creating Ads, Start Creating Worlds is the subtitle of our book Storyscaping, and when my co-author Daz and I are out presenting at events across the globe or being interviewed by media, we often hear the question, “How is creating worlds different from creating ads?” This idea of a “world” is much bigger than just […]

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customer engagement, experience design, Gaston Legorburu, marketing strategy
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Think Digital Evolution – Rather Than Revolution

Evolution vs Revolution

There’s been a lot of rhetoric written in other books, blogs and displayed in media about there being so much change that you have to reinvent yourself, you have to change because “everything you know is wrong” or because “it’s a digital world and the past doesn’t matter.” Call me a middleman, but I believe […]

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branding communications, consumer experience, Gaston Legorburu, storyscaping, storyscaping book, storytelling
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