Communicate instead of simulate
Guest commentary The advertising mecca of Zurich is slowly but surely mutating into the Swiss "Sim City", fears Hansruedi Schiesser.
Guest commentary The advertising mecca of Zurich is slowly but surely mutating into the Swiss "Sim City", fears Hansruedi Schiesser.
I am a simulation consultant. I used to be a communications consultant. Even earlier - as a child - I learned what a simulator is and does on the football pitch. Unlike today in the communications industry, however, one swallow does not make a spring back then. However, most fake communicators today can't even find the right pitch. This social cacophony is orchestrated, no: conducted, by our industry. It is also mainly responsible for the information thrombosis from which our economy suffers.
The more unimaginative the concepts, the more illusory their (competition)
Presentation. I was recently a jury member at an important pitch for Zurich: 90 percent of the time and energy was spent on simulating oh-so-surprising and convincing basic ideas. Yes, semantic pathos can often take the place of a supporting idea. The world wants to be deceived, who knows that better than advertisers.
But lest you think that "Zurich - Sim-City" is the secret capital of this movement: simulations are everywhere - not just at the airport. Prospective marketing planners are actually already taking a "simulation test" there: practice makes perfect ... And recently, Federal Councillor Deiss gave a lecture on innovation in Graubünden; the main thing is that no one tries to do what you can't do.
There is a lot to learn from the Swiss parties in this respect. One particularly grotesque delicacy is the simulated leadership strength of the party leaders. So is the highest level of simulation a lie? Seen in this light, we deserve our Blocher. The old steamy chatterbox Stöhlker used to say that we need a leader. I know, I know: political communication should not be like that.
be authentic, like Nelson Mandela is, but like Harry Hasler wants to be. That's why we now have a Federal Councillor for the Harry Haslers of the economy.
A few years ago, I gave a lecture on staging in tourism at a business school. With ironic PowerPoint slides and over-accurate market data, according to which 83% of the industry was of the opinion that staging was the marketing tool of the future. This nonsense was subsequently quoted seriously on various occasions. In other words, journalists and managers alike are blinded by significant pretension and pseudo-science.
Even the Bündner Plättli in Zurich's Kunsthaus restaurant is now called "staging". It is unlikely that Jean Baudrillard, who coined the term "simulacrum", ever had a snack there. So ultimately, everything is a sham and we are part of a universal simulation. Regardless of this, I call for a little more old-fashioned, honest communication in a year that is no longer quite so new. After all, there is a real world - as the Matrix said to Obelix.
> Hansruedi Schiesser is the owner of Trimarca Kommunikation, Chur.
I am a simulation consultant. I used to be a communications consultant. Even earlier - as a child - I learned what a simulator is and does on the football pitch. Unlike today in the communications industry, however, one swallow does not make a spring back then. However, most fake communicators today can't even find the right pitch. This social cacophony is orchestrated, no: conducted, by our industry. It is also mainly responsible for the information thrombosis from which our economy suffers.
The more unimaginative the concepts, the more illusory their (competition)
Presentation. I was recently a jury member at an important pitch for Zurich: 90 percent of the time and energy was spent on simulating oh-so-surprising and convincing basic ideas. Yes, semantic pathos can often take the place of a supporting idea. The world wants to be deceived, who knows that better than advertisers.
But lest you think that "Zurich - Sim-City" is the secret capital of this movement: simulations are everywhere - not just at the airport. Prospective marketing planners are actually already taking a "simulation test" there: practice makes perfect ... And recently, Federal Councillor Deiss gave a lecture on innovation in Graubünden; the main thing is that no one tries to do what you can't do.
There is a lot to learn from the Swiss parties in this respect. One particularly grotesque delicacy is the simulated leadership strength of the party leaders. So is the highest level of simulation a lie? Seen in this light, we deserve our Blocher. The old steamy chatterbox Stöhlker used to say that we need a leader. I know, I know: political communication should not be like that.
be authentic, like Nelson Mandela is, but like Harry Hasler wants to be. That's why we now have a Federal Councillor for the Harry Haslers of the economy.
A few years ago, I gave a lecture on staging in tourism at a business school. With ironic PowerPoint slides and over-accurate market data, according to which 83% of the industry was of the opinion that staging was the marketing tool of the future. This nonsense was subsequently quoted seriously on various occasions. In other words, journalists and managers alike are blinded by significant pretension and pseudo-science.
Even the Bündner Plättli in Zurich's Kunsthaus restaurant is now called "staging". It is unlikely that Jean Baudrillard, who coined the term "simulacrum", ever had a snack there. So ultimately, everything is a sham and we are part of a universal simulation. Regardless of this, I call for a little more old-fashioned, honest communication in a year that is no longer quite so new. After all, there is a real world - as the Matrix said to Obelix.
> Hansruedi Schiesser is the owner of Trimarca Kommunikation, Chur.
