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Altruism or Anonymity?

by Stuart Foster on March 28, 2011

Forever Alone

How do you create a movement without scale? You can’t. At least not in the traditional sense. Segmentation of media has rendered the concept of  a “movement” into a much more digestible (and achievable) concept. Hitting the “mainstream” has never been easier. How? After all, shouldn’t fragmentation hurt this process? Yes and no. Humans are [...]

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Brands Shouldn't Build Ecosystems, They Should Improve Them

December 20, 2010
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Andrew Carnegie’s style of vertical integration is no longer possible for most (if not all) companies. The primary reason being that we’ve moved from a brick and mortar world to a digital one. You can’t really “own” data and code. Numerous attempts at controlling the flow and spread of code (see DRM, CD keys etc.) [...]

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Ground Rules - JetBlue

October 15, 2010
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Where I’ve been for the past month: “You Above All” Planning, perspiring and propagating for the launch of Mullen’s first work for JetBlue. Hope you enjoy!

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The Predictive Web

September 13, 2010
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Can you create serendipity? Great marketing provides branding, an experience and utility. Serendipity is usually an after-thought. How can you create a genuine and timely experience for the consumer? Shouldn’t the experience suffice? No. We’re at the point where the timing of the message is often more important then the content inside that message. What [...]

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Where Do Conversations Live?

September 7, 2010
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Where do you hear a joke first? Is it from your friend? A relative? A co-worker? Online? Or from an actual comedian? Maybe you were lucky enough to hear it in the original writing session. Most of the time it won’t matter. However, the medium through which the joke is received (and its make-up) will [...]

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Do You Know Why Keanu is Sad?

August 9, 2010
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(If you don’t? You really should go find out.) First! Being first isn’t about winning a race, nor is it about knowing something before anyone else. It isn’t even about being first to attain something. (Ask all the people who just bought iPhone 4s…or a commenter getting ripped on 4chan.) Being first really means that [...]

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Awesome Doesn't Have a Medium

June 28, 2010
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It’s not about having the best (creative) idea. Twelpforce: Participatory, saves money, and provides a creative solution. It’s crowdsourcing done right. It’s getting the best idea to market (and effectively framing your message). In other words; the best business idea. Great marketers tell stories. Constraints help shape them. Great stories break constraints. Ouch. Makes your [...]

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