Final Reflective Essay

21 May

If this is the end of an era for someone, for me it is just the beginning as I want to put in practice what I have learnt, thought, studied and experimented throughout the year. This year, indeed, has been a total revelation, it has gone too quickly but it has been intense and definitely formative.

To be sincere I expected something different from the course and I have to admit  I have been surprised by the openness and broad spectrum of activities included in the course. While undertaking my specialist modules in Advertising (Integrated Marketing Communication, Global Marketing Management, Advertising Strategy and Planning, and Strategic Brand Management), the core modules in the Creative Economy (Design Thinking & Entrepreneurship in Practice, Contemporary Issues in the Creative Economy, Leadership in the Creative Economy and Managing Creativity & Innovation) have helped to deepen my knowledge in many areas while opening many windows on relevant issues, topics and interesting ways of thinking.

First of all I would like to make a note in regards to the difference I could notice between the specialist modules and the core ones, as the former have been more structural, conventional and quite schematic since linked to the academic world and not really practical, while the latter have been much more interactive, fun, practical, thus memorable. This is why this reflective essay will focus more on the creative side of the MA. Both complementary ways of approaching University have resulted to be successful and I want to affirm that one supported the other in order to better understand the context where I explored and learned more for my future. So, being the creative modules the most challenging of the year, as mentioned above this reflective essay will highlight those particular events and moments that have contributed to make this experience as more unique as possible.

To start with, I would love to contextualize the area I have been exploring by indicating a very useful website that has accompanied me during my studies within the cultural and creative industries: the DMCS (Department for Media, Culture and Sport) website, which I consider to be the first window in the world of the creative industries. Since the beginning I found it useful as a term of reference and a personal tool for finding information and interesting material to keep me up to date.

Since the early days of the MA, I could perceive how different the environment is in a MACE course: I still remember the day we set up our own Twitter, Delicious and WordPress accounts. At that moment I could not really understand how those activities could have been adopted within a university context for formative purposes. Totally deepen in the world of creating ideas, every glimpse of the surrounding world might help to find solutions or add a plug to a project or activity: this is how I have personally used delicious, as a storage memory where to add some precious material.

Twitter has been such a helpful tool for new contacts and job opportunities. Yes, I totally believe Twitter is now one of the best platforms where to find a job, easier and quicker that LinkedIn! In fact, as I mentioned in the social media and networking report previously this year, thanks to Twitter I now work as a contributor and translator for Ninja Marketing, the most read Italian blog on marketing that has recently launched its English version. Moreover, Twitter has resulted to be a useful platform for MACErs to exchange opinions or suggest places, museums or particular events to visit in London. I must admit this social tool can be, and it is becoming, a teaching platform, as mentioned in this article by Karen Miller on the relevant aspects linked to microblogging.

Visiting places has been such a good learning activity I have particularly enjoyed, both with the class and on my own. It has been charming to participate to a variety of major events thanks to the University. Frieze Art Fair was one of the most shocking (you can read my thoughts about it, here) definitely a must within the Arts ecosystem. Many others, such as Designers’ Block and 100% design have been intriguing places where to exchange views with fascinating people and see stunning pieces of design or purely eccentric projects. This kind of activities have made me think about the infinite number of possibilities for collaboration within the creative industries, and this is what MACE is all about.

MACE is a magnificent mix of skills and abilities that come together to collaborate, share, think and create. The practical aspect relies on the get-your-hands-dirty philosophy, thanks to which my peers and I have had the chance to bring to life enterprise start-ups, debates, projects and collaborations. In each of the core modules, I have realized something unique, really difficult to find in traditional MA courses.

What has surprised me the most is the diversity of themes approached in each of the MACE modules. Going to class on Fridays has meant learning something practical by experiencing it. In ‘Leadership in the Creative Economy’, not only we had the freedom to interpret and explain in our own way what leadership is about through the assignment, but we also attended some innovative classes that included drama lessons and performance activities. One of these lectures in particular was a total revelation and it opened a new view on the topic of leadership, as it has brought together art and leadership: nowadays a new transformational leadership should prevail on a hierarchical and traditional structure as explained by Eisenbess et al in Transformational Leadership and Team Innovation: Integrating Team Climate Principles. To delve into more detail on the above topic I decided to read a fascinating book by Piers Ibbotson, which we had the chance to meet in class. The title of the book is The Illusion of Leadership, I strongly recommend it to students that want to approach management and leadership topics in a creative and passionate way. This, has helped me to develop my creative interpretation of leadership that I had the chance to translate into The Social Tree Project.

In the same direction, while preparing the assignment for ‘Managing Creativity and Innovation’, I had the opportunity to read some interesting material that can be easily connected to the topic of co-creation, collaboration and teamwork within an organisation. Building Speed, Innovation and Learning Agility in the New Organisation Order by Hubert Saint-Onge is one of the articles I found particularly focused on the topic of innovation within business models, that need to become more centred on the power of the community spirit while creating a social glue that binds organisations. Another interesting book I had the chance to explore is Cognitive Surplus by Clay Shirky, a brilliant and engaging publication that delves into social change and the role of creativity in problem-solving through social collaborations and networks by believing in the power of social media.

Every kind of activity within MACE was supported and surrounded by the feeling of collaboration among MACErs, that have created a unique tribe belonging to the creative industries  by understanding the best ways to employ design thinking skills and creativity, which is a process easily associated to what Jonathan Feinstein reports in The Nature of Creative Development, a book that explores both individual and group contributions. This spirit has been practically adopted throughout the year thanks to the most practical module of the course: ‘Design Thinking and Entrepreneurship in Practice’. It all started with observation, confidence and experiment in order to put the basis to what it would have come afterwards. How engaging! Since the early days I got curious and excited about the purpose of those highly practical lectures. The prototyping lecture was a very inspiring one as it gave the possibility to understand how to use problem-solving skills. That was definitely a creative way of activating those skills that enable to come up with divergent thinking and solutions for different needs. For those who have not read about it yet, have a look at my blog post ‘Think with Your Hands’The process of prototyping has resulted to be a crucial aspect for the development of our business as it has allowed us to try to shape the product we were developing in the way consumers wanted it to be. Prototyping has enabled us to modify and change the product so that we could satisfy consumers’ needs being the most important aspect of the business: if you want to solve a problem, you have to be sure you solve it well.

This is the philosophy I adopted with my business team, being always open to feedback and comments from peers, teachers and, most of all our main audience. For the business enterprise I was elected as the MD, definitely a big responsibility although I wanted to be sure everyone within the team would put the same effort and participate the same way for the success of the business. This is why, even if we named our roles, each person within the team has been able to practically execute various function and give major contribution for the success of Sitonit, the product we have created, advertised and sold throughout the year.

The process of developing a brand new product, as mentioned above, has been intense and frustrating at some points, but really rewarding. Once our product was ready to be launched in the market, we had to find a way to better engage with the public and use the right tools to reach them. But before that, as every marketer knows, we had to find our ideal audience. In this occasion I do not want to delve into boring segmentation and targeting strategies, although they are fundamental processes that need to be employed. What I really want to reflect on in this occasion is the power of storytelling, not only for marketing purposes, but as a way of seeing life. Corrine showed us how she used storytelling for the Breast Cancer Awareness campaign that she created and she explained how we could properly use storytelling combined with design thinking skills. In addition to that, Miguel, in his lectures, focused on the power of storytelling in our day-to-day life demonstrating how we use storytelling to answer questions and how we get a better meaning of life through stories. Fascinated by narratives and stories, I decided to explore more about the topic so I started to research towards that direction. I could find myself really interested by the way artists and scientists use storytelling and narrative perspectives. As an example, Susan Greenfield, a neuroscientist, talks about storytelling and coherent narratives that people shape in order to make sense of the world, and she connects the topic to the power of the brain in order to generate better stories. This is what The School of Life is about.

As I am very excited about the topic, I am including it in my personal research project both for the research methodology and the research outcome. For this reason I had the chance to read more and deepen my knowledge on the topic of narrative methods for research purposes through visual research. Among all the papers I am going through, there are some that have been definitely functional, such as Co-Creating Stories: Collaborative Experiments in Storytelling and Researching the Visual: Images, Objects, contexts and Interactions in Social and Cultural Inquiry by Micheal Emmison & Philip Smith. As you can tell, I am definitely positive about my research project  that combines together branding, storytelling and narratives, social and visual research, photography and much more. Through my research, I want to link the core modules to the specialist ones, getting the best I have learnt from all of them while combining all the skills acquired. I definitely believe it is a good opportunity to take the most out of all we have done, created, discussed and learnt.

And finally, this blog has been such a good idea to keep a diary of my university life and write about glimpses of the surrounding world that have accompanied such a fulfilling and satisfying experience. Food, music and new friends from all over the world have made this experience even more complete and rich.

For those who are still choosing their postgraduate course in one of the creative industries…MACE yourself! 🙂

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Creative Methods for Qualitative Research

17 May

Hello MACErs!

now we are all concentrating on our final project and I want to share with you a few thoughts on new creative methods for qualitative research. Most of us, in fact, are using qualitative research for the research project, and thanks to Catherine we had the chance to have many guest speakers that enable us to better understand how to collect and analyse our primary data.

The most interesting lecture of all, for me, was the one held by Alia Weston. I really enjoyed the way she explained the various ways to study and understand people and social reality through observation and other techniques that not only involve traditional methods, such as in-depth interviews and questionnaires, but most of all implicate new approaches that embrace narrative, storytelling and visual data through photography or video.

Of course these techniques are related to the nature of the project and need to match the final purpose of  the research itself. Fortunately I will have the chance to approach my research using this type of research methodologies so as to compliment the concept and make it more interesting at the same time.

To get prepared I suggest a few books that might be of interest for those who, like me, are approaching their research in this direction.

Here’s a list of interesting material that can be useful:

Banks, Marcus (2001), Visual Methods in Social Research, London: Sage.

Boje, David (2001), Narrative Methods for Organizational and Communication Research, London: Sage.

Brewer, John (2004), Ethnography, in: Cassell, Catherine & Symon, Gillian (Eds), Essential Guide to Qualitative Methods in Organizational Research, London: Sage.

Dowmunt, Tony (1980), Video with Young People, London: Inter-Action Inprint.

Edwards, David (2004), Art Therapy, London: Sage.

Emmison, Micheal & Smith Philip (2000), Researching the Visual: Images, Objects, contexts and Interactions in Social and Cultural Inquiry, London: Sage.

Gabriel, Yiannis & Griffiths, Dorothy (2004), Stories in Organizational Research, in: Cassell, Catherine & Symon, Gillian (Eds), Essential Guide to Qualitative Methods in Organizational Research, London: Sage.

Harper, Douglas (2002),Talking about pictures: a case for photo elicitation’. Visual Studies, Vol. 17, No. 1. [ http://www.nyu.edu/classes/bkg/methods/harper.pdf ]

Hesse-Biber, Sharlene & Leavy, Patricia (Eds) (2006), Emergent Methods in Social Science, Thousand Oaks: Sage.

Holzwarth, Peter & Maurer, Björn (2001), ‘Aesthetic Creativity, Reflexivity and the Play with Meaning: A VideoCulture Case Study’.  Journal of Educational Media, Vol. 26, No. 3. Special Issue on VideoCulture, pp. 185- 202.

Lawrence, Elizabeth (1990), ‘Diverse perspectives: A photography project’,  Multicultural Teaching, vol. 9, no. 1, pp. 25–30.

Leavy, Patricia (2009), Method Meets Art: Arts-based Research practice, New York: Guilford Press.

Merleau-Ponty, Maurice (1945/2002), Phenomenology of Perception, London: Routledge.

Reissman, Cathrine (2008), Narrative Methods for the Human Sciences, Thousand Oaks: Sage.

Ritchie, Jane & Lewis, Jane (2003), Qualitative Research Practice:  A Guide for Social Science Students and Researchers, London: Sage.

Silver, Rawley (2001), Art as Language: Access to Thoughts and Feelings Through Stimulus Drawings, London: Brunner-Routledge.

Stiles, David (2004), Pictorial Representation, in: Cassell, Catherine & Symon, Gillian (Eds), Essential Guide to Qualitative Methods in Organizational Research, London: Sage.

Good luck guys, and enjoy 🙂

Unpaid Internship? No, Thanks.

16 May

A couple of days ago I received some interesting offers about three job positions available in a well-known company: Wow, they all looked like perfect jobs, even if temporary (1 year), that any student would accept. Yes, anyone would apply for such important roles, but wait a minute, let me better read the salary…UNPAID? NO, THANKS!

Alright, this is not a news, but what do these companies assume? Probably that students are so desperate they would accept anything for getting some relevant experience? Possibly. Oh, that’s very nice, I should work for you, 5 days a week, 8 hours a day, without getting paid? How satisfying! Especially at a postgraduate level.

Really nice companies those that adopt those strategies! It seems like it’s the new rule. If you want to get in the industry you have to work for free. Unpaid work is becoming an entry criterion to the cultural labour market.

A couple of months ago we (MACErs) had the chance to have Kate Oakley, Professor of Cultural Policy, in one of our lectures regarding contemporary issues in the creative economy. We could discuss how unpaid or ‘free’ work is now becoming a trend, especially in the creative industries, and this is scary. This gives definitely a negative image to those industries, and I am happy to hear that the Department for Culture, Media and Sport is trying to face the issues to allow the creative industries to growth in a healthy and fair direction.

At the end of the day, peanuts are not enough.

Sitonit, the Entrepreneurship Experience

15 May

Do you remember how it all started? I still can’t believe it was 7 months ago when I was nominated the Managing Director of the Young Enterprise that was coming to life. Actually, it seems as if it was yesterday, although I can tell how hard we’ve been working for the development of the success of ADP, the young enterprise company I run along with Benjamine, Cheryl, Paula and Cristina.

It all started when we were brainstorming for the development of a new product, for our Entrepreneurship module. We all wanted to sit on a bench, that unfortunately was wet..and that’s such an everyday issue in London!

That was when we realised we had the answer and we decided to create a waterproof mat that can allow people to sit comfortably without getting wet or dirty, in any occasion. That’s how Sitonit came to life 🙂

After primary and secondary research, we prototyped the product and then we produced and tested it. We received positive feedback and a satisfying number of orders. We started trading on etsy.com and then through PR activities and trade fairs.

The experience was getting interesting and tough at the same time. During certain periods it was really hard to cope with exams and essays while running a business, but fortunately we could count on collaboration and teamwork.

Meetings and discussions made us better understand the right moves to boost sales. First of all, we had to redesign the product, since it appeared to be too big when folded.  Here’s the new version: it gets smaller as it’s got one more strap.

The cost of production was pretty high and we had some pricing issues: we couldn’t really make the most out of an economy of scale strategy since we didn’t have a huge amount of order. Our sales were good, and we broke even in April. However, in order to make Sitonit a real profitable business, we needed to come up with a brilliant idea 😉 …and…there we go, Sitonit as a B2B activity. Let me better explain the concept: Sitonit is an amazing promotional tool for brands that want to place their logos or ads on the mat, that can be sold at concerts, festivals and open air activities. Now we are working on this..and even if the entrepreneurship experience at uni is over, we will surely try to keep the business and make it profitable.

Meanwhile, follow us on Facebook and Twitter 😉 and if you want one, we are still serving our B2C market, thus, get one here.

Thoughts about Education

16 Apr

Have you ever imagined a world with a totally different education system? How would that be?

We have talked about education in different modules, with different lecturers, in our MACE core module.Studying in a creative environment has taught me to approach things in a different way, applying innovation and divergent thinking for many purposes. What often happens in such contexts is that creativity can’t really be unleashed because of the constraints our education system has posed. What do I mean by that? How many time we don’t do or say something for the fear of being wrong? In this way creativity is negated.

Why do we have that fear? We are judged and marked since we are 3 and we are shaped in a way to be as much conform to others as possible. Yes, our education system, unfortunately, makes us conform.

As a matter of fact, education kills creativity. For this purpose I suggest you to watch, if you haven’t, a brilliant TED talk where Sir Ken Robinson, world-renowned education and creativity expert, makes an engaging and extremely moving claim for creating an education system that sustains (rather than undermines) creativity.

Take a few minutes and watch the talk here!

Another impressive video that I suggest you to watch is ‘Changing Education Paradigms’, an amazing animate adapted from a talk given at the RSA by Sir Ken Robinson.

Ready to get the picture?

Leadership as an Art: The Social Tree project

10 Apr

Leadership in the Creative Economy has been a very innovative and interesting module. Miguel, our lecturer, gave us an interesting assignment briefing a very creative way to produce the assignment: among other traditional ways of understanding what leadership theories are, he gave us the possibility to compose a piece of art (visual, story, paint, dance or any other art expression) that deals with creative leadership. Of course, this needed to be supported by a theoretical justification that could reinforce the meaning of the project.

This is how The Social Tree project came to life. Embracing the idea of Leadership as an Art, I wanted to maximise the concept of art as a collaborative process, while connecting leadership to the development of an art project. What I really want to highlight is that I could have never undertaken this project without considering collaboration, participation and involvement with people as focal points. This has surely helped to put myself in the shoes of a creative leader: I knew what I was doing and I put passion for what I was doing, demonstrating enthusiasm for my purpose. Leadership is for me a co-creation momentum and the challenge of the leader is to embrace an unconventional and creative behaviour.

The Social Tree represents a practical work that explains the figure of the creative leader, as meant by the new theories of transformational leadership. By basing my project on that, I decided to put in practice my idea of leadership and creative leader. What I needed was a canvas, some paintbrushes, acrylic colours, a photographer and a film-maker and most of all, a public space  where I could genuinely collaborate with people.

I tied the canvas on a tree and I started paining the trunk myself: by doing that I put the roots to the project that could exist only through collaboration. When the trunk was ready, I stopped painting, left the scene and placed a big yellow sign under the canvas, inviting people to participate to The Social Tree Project by painting a leaf or anything they felt it was relevant to the completion of the tree.

Here’s the fast motion video of the project, that took place along the riverside in Kingston.

While giving people a brief  I did not want to put restraints and prohibitions, thus if the initial idea was to suggest people to paint only leaves, the final idea was to give them choices since I wanted people to feel open to embrace creative responses. And they really loved the idea.

As you can see in the video, the yellow sign was ‘talking’ in behalf of me. I sat on a bench and watched people’s reactions. They started to be curious and wanted to know more about the project. As the leader of the project I was playing an important role: people asked me many times what they could paint, and of course I gave them the chance to place their contribution in the way they wanted. This was surely the best way not to reduce their creativity. In fact, the leader needs to be always present, able to support and unify collaboration and ideas. It can be tricky, I know, as transformational leadership believes in improvisation and so do I.

In my opinion, leaders, like artists, have to have faith in the evolutionary process as a journey into the unknown. This is surely related to the exciting elements of making art: The Social Tree wants to demonstrate that: in business as well as in the arts, it is not a requirement to be sure of how things will turn out at the end. This is exactly how I felt when watching people painting on the canvas and I have to admit it was impossible for me, while the creative process was taking place, to imagine how the tree would have looked like at the end of the day.

Even if I was the creative leader, the initial vision of The Social Tree was constantly being changed and modified by the creative input of all the people involved in the project. Seen as a metaphor in The Social Tree, the above concept needs to be transferred in all management situations as the leader needs to be aware and attentive of the unpredicted and the unforeseen.

The most incredible contribution on the canvas? A ten year-old boy who drew the Facebook logo on one of the branches of the tree. In that occasion, I approached the boy and asked what was the meaning of his contribution. He simply answered: “It’s the social tree, isn’t it?”

How seriously would you get involved?

8 Mar

It’s been a while since I wanted to write about the interesting lecture we had on the topic of human trafficking. A few weeks ago, indeed, the class was involved in a workshop organized to drive awareness on what I would call a forgotten topic.

The lecture was organized in collaboration with Compassion2one, an NGO that is involved in saving and rescuing children from sexual exploitation, trafficking and victimization. So, we had the University Apprentice Experience:  in groups, our task was to come up with 3 good ideas that could have a potential impact to drive awareness on human trafficking in the UK.

So, in less than 3 hours we all came up with really interesting viewpoints regarding prevention, awareness, or public identification of the problem, and we all had the chance to present our ideas to the judges, that would have to pick a group as the winner.

Some of the ideas were really interesting and everyone was really absorbed by the fragility of the topic. My group came up with an idea that was very appreciated and applauded by the judges so that at the end, we won the Apprentice Experience!

We really hope to go into further developments of our idea  and realize the huge and innovative campaign we have in mind..schhh, I won’t blurt it out now, we are working on it. We do want to see the whole campaign run. That would be a great achievement.

I believe in the power of communication when it comes to delivering a strong and effective message that wakes people up! And there we go, are you aware of the campaign that has gone viral in the past few days? If not, take a bit of your time to look at the video below.

The campaign has been criticized for the tone and symbolism Invisible Children used for raising awareness. A digital polemic that its helping the purpose of the campaign, making Kony famous.

Undoubtedly the campaign is having a massive reach, and that’s amazing. In my opinion, the critiques should not be addressed towards the the campaign itself or to the NGO that is spreading the message. It’s a good cause, and of course everyone wishes to stop Kony.

The problem here is the audience. They deserve critiques. How seriously do people want to get involved with the cause? Clicking on a link or changing the facebook profile picture won’t make them become heroes. Alright, they have been bombarded about the concept of the power of social media, but they might have forgotten what the social media are made of.

QR code mania!

31 Jan

Let’s face it, ‘Quick Response’ Codes have invaded physical and virtual spaces. They are everywhere. Are you flipping through a magazine? Are you just getting on the tube? Are you having breakfast with cereals? Or maybe you’re just checking your email. Try to count the number of QR codes you’ll come across tomorrow. Whether you like it or not, you’ll count more than you can imagine. And someone is still wondering..what are those funny squared symbols? They’ve been around for a while actually, you’ll never believe they have been used for almost 20 years. Yes, they were first used in the car manufacturing industry, but only recently they’ve been thought as promotional tools. There you go, offline and online worlds are connected together in few seconds. And companies have gone crazy. Myriads of QR codes in billboards, print ads, packaging, t-shirts, and anywhere possible. Be careful marketers, consumers are getting bored. Give always consumers a unique reason to scan the code. There always has to be a use and an advantage to them for scanning the code. Just use QR codes when needed, and if needed. There’s nothing worse than expecting something nice, entertaining or useful and then feel disappointed. Put yourself in their shoes.

   

Have a look at this good example, here.

Use the potential of QR codes, don’t just follow the new marketing trend, find and apply creative strategies. Don’t lose points!

    

Is Social Media Marketing the New Mass Communication?

29 Dec

As everybody knows, social media marketing has become an ungovernable ecosystem. I would say a jungle. When talking about marketing in the social media ecosystem it’s quite important to consider the user/consumer looks for an experience rather than information. In the era of mobile phones as the main communication lifeline, where we encounter several social behaviours, marketers want to engage with their target audience by reaching them via the most suitable social networks. When targeting consumers we obviously need a segmentation. That’s basic. Well, in this messy and confused ecosystem it’ s bit of a problem to engage with the right audience on the web because the segments have actually become fragments. How do companies cope with that? We have been studying that digital marketing is about personalization and tailored messages, but what I’m noticing is that companies are trying to reach a mass audience via various social media, in the same way they did in the past (and they are still doing) with traditional advertising. It looks like the mass audience has moved. So, I am wondering, is social media marketing becoming the new mass communication? are social networks the new 30-second spot? Company use them as powerful tools to reach a wide audiences, which will help them spread the word and create brand awareness. Aren’t these the characteristics of the traditional mass media?

One big concern is about how they are doing it. As part of the integrated marketing communication strategy, social media marketing should be used following a consistent criterion.

Tips for your social media strategies:

  • conceptualize your own social media ecosystem
  • be clear about the story it wants to share
  • customize user engagement, giving always elements of uniqueness

And if everything goes right, others will tell your story. It’s all about connecting and sharing.

What a launch!

4 Dec

A few days ago I had the chance to see one of the greatest launch events in London. Well, probably the greatest so far!I took part to the biggest Nokia marketing campaign.

I can’t even imagine how much money Nokia spent to launch its latest smartphone. Millbank tower on the banks of the Thames turned into a 4D canvas for an amazing light show accompanied by a free Deadmau5 gig, a Canadian progressive, electro and house producer. The show was great, seriously, impressive!

I bet everyone was aware of being part of a new exciting form of advertising, but people had fun and enjoyed the performance. That’s what matters, people love being entertained. Obviously the event had been advertised through social networks and the word had been spread easily, but, were people there because they really cared about the Nokia Lumia 800? Possibly 1% of them. (and I’m not included in this percentage).

Nokia needed a remarkable event to get the shed on and say ‘helloooo competition!Look what I can do and see if you can do better than me’ but my question is, has Nokia reached its objective? Gathering people together and show them what you can do and make them talk about that is good strategy, but is that enough to gain market share in the (almost) monopolized smartphone world? Certainly a unique way to launch the product into the market. It seemed to me that Nokia used a soft strategy, as the huge event supported by the brand at the same time hid the brand and became a separate occasion where people just wanted to enjoy music and see an epic 4D show.  The execution was unique but it probably won’t be associated to the product itself. Well, the shape of the tower recalled the phone at least. Definitely sharp, perfect choice. I’d like to see how many Lumia Nokia has been selling since the epic launch. Has the event helped at all? We should ask Apple. Or Samsung.

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