Strategy.

Ben Logan
4 November 2011

SAP has been talking gamification at the recent Enterprise 2.0 conference in Santa Clara – they aim to change the way that users engage with their software. The term gamification, defined as “the integration of game mechanics and game-thinking in non-game environments to boost engagement, loyalty and fun”, has been creeping into marketing speak a great deal this year. In a recent interview, Mario Herger, Senior Innovation Strategist for SAP Labs, admitted that their software is not “known for having compelling UI designs”. He spoke of the company’s plans to change this, saying “you work with it to do stuff…

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Ben Logan
21 October 2011

Matt Walsh, the Executive Experience Director at advertising agency Crispin Porter and Bogusky, has spoken of the need for brands to capitalise on the narrative links between touch points to prompt action and interest from consumers. Speaking at the Guardian’s Changing Advertising Summit recently, Walsh said: “You need more than emotion. It’s an important part of a creative strategy, but as consumers access brands across a variety of touch points, marketers need to ask themselves how this frequency impacts ad creativity from an experience design standpoint.” He stressed the importance of brands staying fixed on their customers solutions and warned…

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