Ben Hookway, CEO of Relative Insight began his talk at the 99//Club Digital Festival last month with a bold statement: “most of what you say doesn’t matter at all”.
There are approximately 171,000 words in the dictionary and Ben revealed that “50% of what we say is made up of just 170 of those words”. He questioned, “if this is true, why are we still analysing language in isolation?”
In the video below Ben discusses why for brands “what they say doesn’t matter, it’s the differences that matter”. “Differences in language are everything”.
NDA will be publishing highlights from the Festival, run in partnership with MAD//Fest, over the coming weeks.
The week-long invite-only festival was a collaboration between MAD//Fest and New Digital Age. Over the course of five days, 99 speakers debated topics across themes including media and tech, customer experience and personalisation, brand experience and creativity and innovation for growth.