Interestingness Management

Interestingness Management
Henry Lambert
  • 2 january 2007


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.”

Access this article for free
Fill in your email below and you'll gain access to this article while also receiving a number of membership features as part of a special 30-day trial.
*Already a member? Log in here

Learn About Our Membership Services

Need Research Help?
As a member you can ask us any research questions and get complimentary research assistance with a 4-day turnaround. Reports inclde stats, quotes, and best-inclass examples on research topics.
Remain Informed & Strategic
We publish several trends reports each month. By becoming a member you will have access to over 100 existing reports, plus a growing catalog of deep topical analysis and debrief-style reports so you always remain in the know.
See Trends Come To Life
Meet your peers and immerse yourself in monthly trend and innovation webinars and discounted conferences.
No search results found.