Interestingness Management

In a nice encapulation of what the art of planning is all about Jeffre Jackson of OIA has come up with this definition: “interestingness management”.

Jeffre argues that:

“Interest and time are related in many ways, some fairly linear (boredom) and others less so (nostalgia). Keeping a brand interesting means steering its storyline through time. And sometimes an interesting, emotionally satisfying plot twist requires a change in character. The trick is to make changes that enrich the brand, that are developmental rather than just different.”

He then uses the resurection of the Bond franchise and the look back to illustrate his point.