Crowdsourcing Smart thinking or plain dumb? Mumbrella 360 5 June 2014
Richard Curtis talking about crowdsourcing at Mumbrella 360
Oct 30, 2014
Richard Curtis talking about crowd intelligence at Mumbrella 360 and sharing FutureBrand's belief that when you help create something, it means more to you.
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FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Subtitle and date Georgia Italic 12/14pt – Black
Line spacing:
text size + 2pt
Paragraph spacing: ½ of type size
Title Heading Arial 24/26pt – Black Crowdsourcing
Smart thinking or plain dumb?
Mumbrella 360
5 June 2014
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
When you help create something, it means more to you. Mumbrella 360 | 5 June 2014 | © FutureBrand 2
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
5 years ago…
Mumbrella 360 | 5 June 2014 | © FutureBrand 3
“Crowdsourcing is a crappy way to create a brand”
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Crowdsourcing is not unique to logo design
Mumbrella 360 | 5 June 2014 | © FutureBrand 4
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Crowdsourcing is specific to the human race
Mumbrella 360 | 5 June 2014 | © FutureBrand 5
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Characteristics of human decision-making
Mumbrella 360 | 5 June 2014 | © FutureBrand 6
Limited available information
Minimal foresight into the future
Difficult to compute complicated cost-benefit equations
Good enough is good enough
Let emotion affect judgment
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
1. Strong 2. Smart 3. Social Mumbrella 360 | 5 June 2014 | © FutureBrand 7
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Mumbrella 360 | 5 June 2014 | © FutureBrand 8
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Mumbrella 360 | 5 June 2014 | © FutureBrand 9
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Mumbrella 360 | 5 June 2014 | © FutureBrand 10
91% 69%
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Crowdsourcing logo design is not intelligent design, it’s merely accessible design.
Mumbrella 360 | 5 June 2014 | © FutureBrand 11
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
The real benefit of crowd sourcing is crowd intelligence, not crowd participation or access.
Mumbrella 360 | 5 June 2014 | © FutureBrand 12
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Crowd intelligence in action
Mumbrella 360 | 5 June 2014 | © FutureBrand 13
PageRank capitalises on the uniquely democratic characteristic of the web by using its vast link structure as an organisational tool.
“Should we give up our jobs to make these smoothies? Yes or No.
Who was responsible for the Challenger space shuttle disaster? Rockwell, Lockheed, Martin Marietta or Morton Thiokol?
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Heading Georgia Italic 40-100pt – Black
(text highlights from FutureBrand palette only)
If size is altered, Line spacing:
text size + 2pt Paragraph spacing:
¼ of type size
Running Heading Arial 20/22pt – Black
Footer Georgia Italic 8pt – Black
Single line spacing
Characteristics of wise crowds
1. Diversity of opinion 2. Independence 3. Decentralisation 4. Aggregation - James Surowiecki, ‘The Wisdom Of Crowds’
Mumbrella 360 | 5 June 2014 | © FutureBrand 14
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
The wisdom of crowds
Mumbrella 360 | 5 June 2014 | © FutureBrand 15
IdeaStorm + customers
SeeClickFix + communities
Innocentive + experts
PatientsLikeMe + patients
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
When you help create something, it means more to you. Mumbrella 360 | 5 June 2014 | © FutureBrand 16
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
The inner crowd
Mumbrella 360 | 5 June 2014 | © FutureBrand 17
American Airlines Public services organisation Financial services organisation
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
The inner crowd
Mumbrella 360 | 5 June 2014 | © FutureBrand 18
What was found
Appetite for change, and belief that change is an imperative – losing lustre
Optimism for the future, confidence in workforce
Described shift in brand, behaviours and personality, today and tomorrow
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
The connected crowd
Mumbrella 360 | 5 June 2014 | © FutureBrand 19
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
The connected crowd
Mumbrella 360 | 5 June 2014 | © FutureBrand 20
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Crowdsourcing is here to stay. In fact, it never left.
Mumbrella 360 | 5 June 2014 | © FutureBrand 21
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Crowdsourcing logos is crowdsourcing at its most basic and unsophisticated. We can be smarter than that.
Mumbrella 360 | 5 June 2014 | © FutureBrand 22
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Mumbrella 360 | 5 June 2014 | © FutureBrand 23
Problem setting
Problem solving
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Heading Georgia Italic 40-100pt – Black
(text highlights from FutureBrand palette only)
If size is altered, Line spacing:
text size + 2pt Paragraph spacing:
¼ of type size
Running Heading Arial 20/22pt – Black
Footer Georgia Italic 8pt – Black
Single line spacing
Crowd intelligence
Research Understand and engage customers and employees
Develop Include customers and employees in development and deployment
Engage Connect brand with behaviours, processes for knowledge sharing and rapid innovation
Manage Manage and implement brands through shared tools
Mumbrella 360 | 5 June 2014 | © FutureBrand 24
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Heading Georgia Italic 40-60pt – Black
(text highlights from FutureBrand palette only)
If size is altered, Line spacing:
text size + 2pt Paragraph spacing:
¼ of type size
Footer Georgia Italic 8pt – Black
Single line spacing
Thank you
Richard Curtis Chief Executive Officer FutureBrand
[email protected] @radarblur Mumbrella 360 | 5 June 2014 | © FutureBrand
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