gwendolyn faith is not a crayon.

Hello, I’m Gwen.

I work in advertising. I play in the kitchen.

I’m part tweenager. (Look at my iTunes playlist.)

I’m part Grandma. (Look at my oversize cardi collection.)

I’m part Romy or Michelle. (Look at the height of my hair.)

As a Christian, I'm learning how to glorify God in the everyday. To live into the status quo, like Jesus' own Manchurian candidate, and seep grace through its cracks.

I wish my life were a musical, but other than that, I’m pretty content.

(No surprise I also like to Yelp.)

The Casual Vacancy
The Explicit Gospel
Gone Girl
The Chaperone
Cutting for Stone

Gwen Daniels's favorite books »

Posts tagged "account planning"

You see, we’ve come to define ‘social’ in unintentional Orwellian double-speak. ‘Social’ has come to mean the exact opposite of what it’s meant for centuries. Instead of actual interaction and communication, we define ‘social’ as once- or twice-removed ego validation through button-clicking.

'Social' is what happens when someone posts personal information—photos, thoughts, announcements, favorite songs, jokes—on the internet and another person comes along and clicks a thumbs up icon or a star or a heart. If someone’s really 'social,' they’ll even type a comment or reply.

Kids aren’t leaving social networks. They’re redefining the word ‘social.’ Rather, they’re actually using the word with the intent of its original meaning: making contact with other human beings. Communicating. Back-and-forth, fairly immediate dialogue. Most of it digitally. But most of it with the intent of a conversation where two (or more) people are exchanging information and emotion. Not posting it. Exchanging it.

Bailey Lauerman’s Cliff Watson on the evolution of social media—which, following teens’ lead, we increasingly define not as static, interface-based URLs and apps but as straightforward messaging services. Insightful (and funny!) food for thought for anyone who works in the marketing realm!

(via wearethedigitalkids)



Ads with a New Purpose by Ogilvy & Mather for IBM’s Smarter Cities campaign

view video

Ohb-sessed with this simple but stunning execution that brings to life IBM’s mission to create solutions that help cities all over the world get smarter in order to make life in those cities better for everyone.

In another brilliant initiative that underscores the company’s mission, IBM researchers redesigned the bus routes across Ivory Coast’s largest city using data from mobile phones

(via yaknow-yanow)


Important implications for anyone trying to appeal to parents, especially moms, these days.


Intrigued by a study showing parents were no happier than non-parents, Jennifer Senior, a contributing editor at New York magazine, traveled across the country to observe how—and maybe even ascertain why—too many parents make themselves miserable in a quest to raise smart, happy kids.

Newsweek spoke with Senior about her new book, All Joy and No Fun, which explores the many mysteries of the modern family, including why mothers can’t relax, and why neuroscience offers better child-rearing advice than any parenting book.

The Parent Trapped

Anthropology teaches us that in every culture, miniatures possess the power to unlock imaginations. Whether it’s a dollhouse, toy truck, or some other tiny talisman, miniatures look and feel real, but their size gives us the permission to suspend disbelief, daydream, and play.

Remember The Nutcracker? In between pirouettes, a toy nutcracker comes to life, defeats an evil mouse, and whisks the heroine away to a magical kingdom. That, in a nutshell, is the story we implicitly tell ourselves about our miniature computers—one of youth, freedom, and possessing the key to a much larger world.

From the Google study The Meaning of Mobile, which we discussed in a Google meeting at work today

Like the miniature kitchenette or car that unlocks infinite ideas in a child, our pocket-sized mobile phones serve as a portal to possibilities. With our mobile phones in hand, we can experiment with our identities, trying different personas and experiences to find the best fit, and make meaning of the physical world around us, recording and discovering memories that make a place significant.

The best brands will build experience that leverage what mobile truly means to us.

Have we forgotten that being social means connecting with the people in your life? In today’s world of growth hacking and viral marketing, we have taken social to mean acquiring likes and followers so that we can post a photo to Facebook or a quip to Twitter. Most often we forget the forgotten half of being social: intimate conversation.

Since we tend to communicate intimately (email, conversations, etc.) much more than we post to Facebook, it’s shocking that most products and brands are missing such a core growth channel to achieve success.

The nature of conversation that your product or content generates is strongly defined by the nature with which it is personal to the user. Buying a car, picking a new pair of glasses or deciding what to do with your 401k? Chances are the best mechanism for inspiring a conversation is to drive toward intimate conversations. These are highly personal categories and often involve only the closest people in your life.


What briefs at W+K look like.

Read on! The promo Chaitanya mentions after the jump is especially brilliant.


Influencing Human Behavior.

At a fundamental level, that’s what Marketing is all about. Think of any marketing activity  - right from the branding that you see, the product/packaging/experience (UI) design, the TV commercials, print ads, digital ads, promotions/offers - everything is essentially an effort to change our behavior in a very specific way. Given this, marketing is intricately connected to a number of other ‘behavioral disciplines’ like Behavioral Economics, Psychology, Anthropology, Neuroscience, Praxeology, Cognitive Science etc, and each year a number of research papers are published based on the intersection of one or more of these disciplines with marketing.

One such seminal research paper was recently published by Dr. BJ Fogg, (Stanford University), titled: A Behavior Model for Persuasive Design. Here he posits a simple model by name FBM (Fogg Behavior Model) that delineates 3 factors affecting human behavior: Motivation, Ability and Presence of Triggers.


(Image source: Paper by Dr. BJ Fogg)

In summary, it says, for any behavior ‘change’ (B) to occur, it needs to get the user to an activation threshold, which is a factor of:

  • Motivation: (M) Is the person high or low on motivation to perform the target behavior?
  • Ability: (A) Does the person have the requisite ability to perform the behavior (is it simple enough to be performed)?
  • Triggers: (T) Does it have the necessary triggers to instigate the target behavior?

While motivation and ability can ‘trade off’ (People with low motivation may perform a behavior if the behavior is simple enough (meaning, high on ability), and inversely, people who find a behavior being not so simple (meaning, low on ability) may perform it if they  have sufficiently high levels of motivation), triggers can happen only when they are ‘timed’ - i.e. they need to be triggered right at the moment when we have the requisite levels of motivation and ability to perform a behavior. Hence it could be instructive to qualitatively think of this relationship as: 

B = m.a.t (at the same moment)

(Image source: BehaviorModel.Org)

While he champions this model as a framework to guide persuasive design of web services, online interaction design etc I believe that it is equally if not more applicable to more traditional instances of product marketing / brick and mortar retailing etc.

Read More

What, then, pushes people toward greater honesty? While ethics lectures and training seem to have little to no effect on people, reminders of morality—right at the point where people are making a decision—appear to have an outsize effect on behavior.

Behavioral economist Dan Ariely in the Wall Street Journal essay “Why We Lie

What motivates people to lie? What holds them back or drives them forward as they make a decision, however suddenly, to lie? It’s like a consumer journey!


Can Singles Live Happily Ever After?

The SocialSight team stumbled upon this great read in this month’s Elle. Author Daphne Merkin calls out a powerful tension: our society’s glamorization of the idea of “singlism” is counter intuitive to our primitive roots. We’re social animals and without social interaction, we run the risk of losing our identity as individuals:

“I’ve discovered that there is another kind of claustrophobia that comes with being in too unmediated a relation to one’s own hermetic self. For one thing, there is no one to put on your “best” self for, so you’re more likely to skip brushing your teeth before bed, say, or forgo a shower. It’s nothing radical, but the subtle softening of grooming standards comes to reflect a deeper laxity of self-care. For another, it’s easy to fall into a pattern of inertia, of not making the effort to see the movie or exhibition everyone’s talking about.”

*Photo courtesy of Elle Article

I’m fascinated by the link between identity and living alone. From a dramaturgical perspective, an individual’s identity comes from his or her audience; although I can control my self-presentation, I’m ultimately defined by my audience’s interpretation of my self-presentation. How does an individual living with someone else — a spouse, a friend, a roommate, whomever — identify his or her audience? What about an individual living alone? How does our performance of self vary based on our living situation?