we enter into a cycle of a certain life habits and attitudes as we grow up and we define what we like and what we don’t like.

and then it gets harder and harder for new stuff to come into our life.

of course, we all say we are open, we all say we listen to all good music, but in reality we tend to deny to right to existence for a lot of stuff we don’t like. the “we like / we don’t like” factor is probably the single most important thing that has generated evolution of the human species and nature at large. but while it’s a means for accelerating evolution, it’s also a means to decreasing the speed of the same evolution.

the level of openness of an audience is something i think it should be measured periodically on a syndicated survey, not considered vaguely when doing the communications strategy. it’s like something everyone involved in the advertising and communications industries should know for their target audiences, i think.

the more “closed” people are, the harder to reach them with a message that would really interest them.

but it’s a fact that reality changes every second. true things become false every day, every day there’s a revolutionary new thing that really affects the life of the entire planet, things are moving with a speed comparable to the speed of light. it’s more and more like a speed of thought.

what about the realities we miss?

if we chose to do that and that and that, and deny all the new stuff that appears each day, then won’t we become obsolete after a few year when the world has changed entirely again?

i couldn’t help niticing my desired article has gone into a more philosophical approach, and i don’t mind, my point was only to raise a subject for discussion, not to cover it entirely.

welcome again to my english language under construction blog.

This chapter is about brand stories, past, present and future ones, along with my personal journey. In the end, I am a brand too, ain’t I?

This section will cover the discovery of the fulcrum which creates the premises for the paradigm shift, the development of the new reality.

Or, in plain communications and planning terms, we’ll be talking about insight.

It’s called evolution and we’re living it every day.

What happens with the human evolution today has to do a lot with communication in all forms. Our relentless curiosity makes us discover more and more of the Truth, so we interact with things and beings in order to explore and enjoy these new realities.

Communication is the way to explore and enjoy, through hearing, sight, smell, taste and touch. All is communication and all is experience.

Posts in this section will explore on the new paradigms that affect our lives.

We’re doing a whole lot of stuff that others don’t do, and this affects the way we see reality. What each of us perceives as reality becomes our reality, different for each person.

And all of us live a lot of realities every day. One reality is the fact that we have to work to be able to live. Another reality is our life on the internet, which is governed by a completely set of rules than real life (you are who you are in person, you are who you want to be on the web). Yet another reality is the one you live while in the bus or car, going from place to place, or while eating, or while having sex.

It’s almost like we’re accessing different realities and become part of them, simply by pulling the handles of a giant drawer, in which each of these realities is stored. We can mix them, we can get out of them when we want (although this is not always the case), we can switch in a second, and it’s all a matter of freewill, of making choices.

When we’re meeting a new reality, the choice of living it or not depends largely on how interesting that reality looks at first sight. Most of the times we’re reluctant to experience the new, so most of us live basically the same live, the same realities, over and over again. Only an interesting new reality will be accepted and experienced.

Anything is a potential new reality. A story, a product, an idea. And to the extent to which this new reality is desired to get to a certain audience, you need to find ways to involve the audience into it.

So communication, no matter which approach, should provide means to convince the desired audience to experience the product reality.

This blog is dedicated to discovering how a brand reality can get into the audience’s realities.

Welcome to my reality!