When we talk about thinking "outside the box", or when we think of the "experience", this often means that we are trying to make a break with current types and modes of thinking. On the creative front, this means playing with expectation, changing the framing of a story, transforming a consumer’s sense of control or mastery. I often think about this in terms of the P-L-A-Y framework:

P — for Power

  • Demanding of attention 
  • Testing limits (boundaries around behaviour, responsibility etc) 
  • Controlling the controllable 
  • Belonging

L — for learning and curiosity

  • Skills development 
  • Negotiation

A — for adventure

  • Exploring an ever changing world 
  • Actively making the world a better place

Y — the yelp of surprise and delight

  • Recognition and reward 
  • Self expression

As brands continue to investigate the changing consumer and business landscape prompted by the ever-increasing adoption of social (and mobile) media, strategists need to also consider the idea of “kidsperience”.

Nintendo appear to be following a similar path in their efforts to differentiate their product in the highly competitive gaming console market. As Scott Weisbrod points out, Nintendo are in search of a Blue Ocean. His competitive strategy canvas shows exactly how the positioning is being planned. But the question remains – how does this play out in their branding and advertising works? Take a look here. NO … wait, really, click through – and then come back and share your thoughts. I am fascinated to know.

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