Sisomo: The Future on Screen : Creating Emotional Connections in the Market with Sight, Sound and Motion
PowerHouse Books, 2005/01/01 - 169 ページ
A new word has been introduced into the global language bank, and this stylish book is its debut. A richly nuanced collection of text and imagery, sisomo: the future on screen is a book to conquer hearts and set minds spinning with questions. For business, reaching consumers has become a challenge on the scale of climbing Mount Everest. The mass market is splitting like an Arctic ice shelf, the media is fragmenting and brands have taken a big hit. This environment presents an unavoidable conundrum for marketers and advertisers as they struggle to find new ways to work. Television, once the shining knight of emotional messaging, is suffering deeply as networks scramble to retain audiences. A radical shift is also occurring in the relationship between consumers and the media. Where consumers were once passive in the face of the mass market, they are now savvy individuals wired into the greatest information network the world has ever known. Like it or not, says Kevin Roberts, author of the hugely successful Lovemarks: the future beyond brands, Creating emotional relationships with the Consumer is the business challenge of the century.o Enter sisomo sight, sound, and motion, the combination that made television the most powerful selling tool ever invented. As Kevin Roberts has always said, There are three keys to the Consumer's heart Mystery, Sensuality, and Intimacy. Well, here are three more.o Global ideas company Saatchi and Saatchi, experts in the heady combination of the senses, have put sisomo to work on television for decades. Now they are unleashing it in the new world of the Screen Age: on computers, mobile phones, PDAs, in-store displays, and sports stadiums; on screens on the sides of buildings, screens that glow in the corner of our eye. This book is both entertaining and challenging, brief and profound. It is for everyone who ever thrilled over a car chase or wept over a motherless deer. Its conclusion? Content that engages with sight, sound, and motion is the only way to cut through media fragmentation and connect with today's savvy consumers.
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