inMotionNow was proud to sponsor the inaugural High 5 conference in our hometown of Raleigh, NC this past week. The event brought together marketing and creatives for two days of collaboration, learning, and inspiration.
We had the good fortune to also attend lots of great sessions. Here are our highlights:
Christina Beard walked us through her iterative design experiment called “CRITIQUED.” She created a poster with the simple message of ‘Wash Your Hands,’ and had it critiqued by a designer. She then redesigned the poster based on the feedback, and had the new design critiqued by a different designer. 24 iterations later, her experiment was finished. It was interesting to see the different ways she incorporated the feedback into her design. Her takeaway: “All feedback is valid.”
The second day began with renowned trend-spotter, Rohit Bhargava, presenting the “15 Non-Obvious Trends Changing Marketing and Creative in 2014.” We were particularly intrigued by the trends of Productivity and Digital Detox and how they intersect. We hear this from creative teams all the time – they expect technology to make them more productive so that they can get work done and get on with “human time”, like collaborating with coworkers and finding inspiration to create and strategize.
Chris Grams covered a lot of material about “Building a Brand from the Inside Out.” A brand isn’t just what you do, but how you do it. Before you invite the customer into your brand, you need to do some internal housekeeping. Make sure everyone doesn’t just tell the story, but LIVES the story. Think like a conductor – allow everyone to play their own instrument but in harmony with others.
During the last breakout session of the conference, “The Lies Consumers Tell Us,” Dan Carlton, Founder of The Paragraph Project, called attention to the various ways that consumers mislead marketers – unintentional or not. Carlton took a deeper look into the “root of consumer lies,” most notably branding placebos – where consumers perceptions of brands alter their reality of it. Essentially, people are swayed by brands and more than products. He concluded with a final thought that marketers are so busy measuring public opinions that they forget that they are the ones that can shape it.
Jeni Herberger closed the conference with a powerful presentation, “Breaking Down Barriers and Bringing Ideas to Life.” The keynote perfectly encapsulated the overall message of the entire conference: marketing and creative collaboration. She explained the importance of marketers and designers being at the table during strategy talks. Our biggest takeaway of the presentation was that innovation starts with each one of us – if we want our company to be innovative than we have to be an innovator. It is our choice.
We’d love to hear your High 5 highlights! Share them in the comments.