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    The Joi Design blog is about what SME's can do today, everyday, to win and retain quality clients via strong branding strategies, social media and internet marketing.

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    Joi Murugavell founder of Joi Design, is a designer by trade. She's passionate about 'cutting the crap' and helping her clients make money from good, solid Brands.

    Simon Young is a cofounder of iJump, a social media consultancy that helps organisations conduct real, human conversations with their communities through Facebook, Twitter, YouTube and other forms of social media.

    James Mawhinney is the Business Development Manager at PositionMEonline, providing high quality internet marketing strategies to a range of clients including Merrill Lynch, Downer EDI, Hawaiian Group, Citect PLC, and Quest Serviced Apartments.

    Friday, January 15, 2010 by Joi Murugavell

    Our old friend immersion



    Like many people I enjoyed avatar, it was one of the most immersive movie experiences I've had. But like Peter Calder, I agree the story line itself was more than a little predictable, almost insulting when you break it down like he has. But a good, original story line does not make a good movie. Just like a 'nice person' alone, does not make a good spouse.

    Perhaps saying Avatar is the future of film making is what's wrong here, it's the future of 3D's immersive powers. Many things lend a movie immersive qualities. For example, some theoretically bad movies are fantastic just because the actors make it so. I hardly enjoy a movie when I'm not immersed it in and that's what makes a good movie, it doesn't matter why or what you're immersed in.

    The same applies to businesses. At times you bump into a business and think how on earth do they even survive? Less than average product, done to death formulaic branding, but yet! so successful! People are immersed in consuming and even promoting these less than average products. Looking at it deeper, they probably have fantastic marketing behind the average slop they market, they know how to immerse people in their brand/product/services/promise (pointing at you The Golden Arch of sloppy, cardboard tasting cholesterol).

    Whenever I attend a conference, I find myself drawn to speakers who are candid, honest and knowledgeable (from experience not theory). I'm not drawn to speakers with the best voice, intonation and confidence from being well read - they do nothing for my attention span and I hardly have an attention span unless I'm immersed in something. I suspect that's the case for most people.

    The point is, it doesn't matter how (theoretically) bad a script, speaker or product is - if you know how to immerse people into your 'slop', an audience you shall have. Don't look to be elitist in theory when you want to make money.

    P.s re speakers - there's something about imperfection that draws me to speakers and people in general, that guy who has a squeak at the end of a sentence, the girl who doesn't know what to do with her hands, it's probably why I liked Gollum's clunkier than Goofy movements in LOTR. Perfect movement would have wrecked Gollum.

    THE SMALL BUSINESS BRAND AGENCY

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