The Making of Meaning @ The Southbank Centre

Garry Dods, Founder at WeAreFearless, looks at The Southbank Centre’s workshop on the ‘Making of Meaning’.

Speakers included Alex Barclay (XDS Group) with Stacey Pitsillides (PhD Candidate at Goldsmiths, University of London), Julia Goga-Cooke (Academic & Innovation Network Architect) and Araceli Camargo (Cognitive Neuroscientist, TheCube)

Have we ever lived in a more intangible world than we do now? Think about it. Happy to like and share, constantly short changing conversation for mere connection. To quote a recent TED talk, ‘we connect in sips via social media’. We’re alone, but together. We’re comfortable with the illusion of friendship as we grant others a mere second of attention liking, txting and sharing people’s news but without the depth and meaning of face to face conversation and human connection. But does an intangible world = a meaningless world and how important is “meaning” to us Marketers? Can you describe why something is meaningful to you? Not easy because it’s deeply personal and different from generation to generation, and individual to individual. Technology has created a vacuum of real life connection but at the same time enabled new models for social disruption. Successful human brands have made meaning from intangibility and consumers have followed in their droves.

Think of Uber, the world’s largest taxi company, owns no vehicles. Facebook, the world’s most popular media owner, creates no content. Alibaba, the most valuable retailer, has no inventory. And Airbnb, the world’s largest accommodation provider, owns no real estate.

So there’s the context, now what was said. Julia Goga-Cooke talked about how we share birthday wishes. The old-school hand-signed “Happy Birthday” card has been replaced by instant messages on Whatsapp and posts on Facebook. Especially to the younger generations (millennials), the digital revolution is bringing a growing intangibility in many aspects of life: photos, documents, films, and music tracks aren’t materially owned anymore, instead replaced by electronic versions. But for Millennials this is meaningful. This is what they’re used to. Social Media is transforming the meaning of “friendship” as well as communication. Millennials crave meaning, building ‘virtual and real life’ networks with shared values and purpose such as Meetup.com. Meetups as a place for neighbours to get together to learn something, do something and share something. This desire to connect socially in physical and virtual niche communities will become a bigger trend. Nike’s running clubs were ahead of the game. Stacey talked about how we crave meaning systematically, even in the after life. How else do you explain the need for people to remember their loved ones by posting Facebook messages to friends who have passed away? Do you remember the pet cemetery on Second Life? People craving meaning in otherwise intangible places.

So how can we create meaning in this jungle? Neuroscience can be incredibly helpful in helping us gain a better understanding and consequently deliver better solutions. Araceli described meaning as “the idea that’s intended”. When an experience is meaningful, it is also more emotionally engaging. A multi sensory shared experience delivers more vivid memories as we recall more sensory stimuli with that memory such as smells, colours, sounds etc. Think of the smell of old books. The persuasive colours of kids packaging. The sonic logo to your favourite TVC. When we are emotionally engaged, the human body releases Dopamine and Oxytocin. In a sense they make us care, if we don’t care we don’t remember, we don’t form vivid memories, or even give attention to the stimuli. And if we don’t care, we don’t share or act. Therefore, creating meaning plays a critical role in engaging the human being and becoming part of their long term memory which is key to action.

Humans are in constant search and need for meaning, it helps us navigate our world, it tells us who we are in respect to our world and it helps us bond. Humans learn through schemas, patterns and behaviours. It’s the way we extract meaning in life. So biologically we need to find meaning to help understand and relate to the millions of bits of data and stimuli we’re bombarded with. The correlation between meaning and memory is that when something is meaningful we remember it more vividly and even more often.

Scarcity brings meaning too: we crave status and exclusivity and are willing to pay a higher price for a limited edition product or a rare piece of art. Things that are irreplaceable hold more meaning. Nonetheless, when our senses are genuinely immersed through an active experience, we find the most powerful meaning. Brands are the same, they have to mean something to us in order for them to stay with us. In order for them to be part of our attention system. In order for vivid memories to form around them.

Reebok’s “Be More Human” campaign is a great example of making meaning through more human centric marketing. Reebok delivers on its promise. We understand your passion and will empower you through new Reebok fitness channels and platforms to work out and do physical activity, “not for bright lights or money but to be the best version of themselves.”

 

 

Nike for example plays with meaning quite effectively. By providing a platform that allows you to capture your moments in life when you are highly aroused (ie releasing endorphins and dopamine) you will attach very vivid memories to the brand. Think of Nike’s “Feel London” campaign, enabling athletes to experience 10 days of workshops, workouts, installations and performances around the sensation of feel, to promote its new Free Hyperfree trainer.

 

 

No one forgets their first marathon or other highly interactive multi sensory fun experiences.

So yes the world is more intangible than ever before. The world needs more meaning; more meaningful and vivid experiences that connect like minded people together to improve their lives. And it’s those human centric brands who have the vision to inject real meaning and purpose into their activities will be the winners. Because meaningful brands become more memorable brands that people care about, share and act on. Are you ready to be more meaningful tomorrow?