Brilliant Reads: empathy, Coca-Cola and upgrading your mind

Hello and welcome to the latest edition of Brilliant Reads. This week we take a look at research into empathy in marketing, Silicon Valley’s taste for nootropics, and Umberto Eco’s writing advice.

Interesting ideas and innovation happen when things are brought together in fresh ways. At Brilliant Noise we are interested in the dots that are connected to create these new combinations.

Dot of the week: empathy doesn’t work

Research into the effectiveness of empathy in marketing has found that data is often disregarded in favour of self-referential choices. Dr. Johannes Hattula told Harvard Business Review that, “The more empathetic the [marketing] managers were, the more they used their personal preferences to predict what customers would want.”

Putting yourself in the customer’s shoes doesn’t work: an interview with Johannes Hattula
Interview (4 mins)

The digital future: upgrading your mind and why your writers might hate you

Want to survive in Silicon Valley? Upgrade your mind

Some Silicon Valley types have taken to consuming a cocktail of dietary supplements, over-the-counter meds, and research chemicals – collectively dubbed nootropics – to improve memory, clarity, focus and problem-solving skills. This article from the Guardian delves into the world of performance enhancing mind-drugs.

Get ahead in Silicon Valley: take nootropic brain drugs
Article (5 mins)

Your writers hate you

Well, they do if you do any of the six things covered in this article from Scott Kubie on GatherContent’s blog. Just don’t make them guess what you’re thinking or diminish their contributions and you’ll be a third of the way towards having a happy team.

How to make someone hate writing for you
Blog post (5 mins)

Coca-Cola, Ghostbusters and the lack of a robust education legacy

Genius Steals co-founder Faris Yakob’s recent blog post for Campaign questioned why more brands don’t make content for the sole purpose of entertainment. With no Grand Prix awarded in the Branded Content category at Cannes for the second year in a row, is it time to re-evaluate the kind of content that’s being created and its purpose?

Coca-Cola studios present…
Blog post (3 mins)

“You are not Proust”

Brain Pickings cast a detailed eye over Umberto Eco’s advice to writers in his book How to Write a Thesis. Initially published to help his students, the book contains valuable advice for any writer. It’s short, stern, sympathetic and well worth reading.

Umberto Eco’s advice to writers
Blog post (3 mins)

Brilliant noises – what, where and when we are saying things

Last chance to get early bird tickets for Dots 2015

Our Dots 2015 conference is just around the corner and July is your last chance to get an early bird ticket. We’ve got speakers from the Financial Times, Net-A-Porter, and the BBC speaking about what happens when ideas are connected in new and interesting ways.

Buy your early bird ticket for Dots 2015 now and save £70

Resilient Brands podcast

The latest Brilliant Noise podcast was recorded live at our recent Resilient Brands workshop – subscribe on iTunes or listen from Soundcloud now.

Download our Brilliant Books for free

Over the last few months we’ve been working hard to distill everything we’ve learned from working with major global clients, like the Financial Times and American Express, into a series of books.

The books focus on our four service areas: culture, experience, brand and content. They all feature practical models that you can start using now, along with industry case studies. Download them for free now.

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