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Shared Egg is an interesting project that attempts to visualize the connection points between friends. It maps the common areas that bring people together using a combination of interests and brands. It illustrates that brands can be the connective tissue between people; people share a love of brands and an have affinity for them.

Here's the big map...




Here's an isolated look at the Nike relationships within the map....



It raises some interesting questions..

1. How do brands connect to bigger themes, interests, ideas and emotions?

2. How are brands leveraging those connections?

3. How do brands enhance those connections?

4. How do brands bring communities together?

While many have questioned the role of brands in social networks and communities, Shared Egg illustrates that people can be connected and linked by brands. It still remains to be seen how brands best leverage this opportunity to activate and build out these connections and these communities.


Posted by Ed Cotton Argentina suffered a serious economic crisis in 2001, with the devaluation of the currency because of pressure from the IMF to pay debts. This lead to mass unemployment and plunged huge numbers of people into poverty.

It was interesting to see what happened in the country which is shown in the film below, Argentina Turning Around.

This is the story of how in some areas of the country the unemployed took control from the government of the education system and created their own co-operative businesses.



With Western economies under considerable economic pressure, it will be interesting how communities self-organize to support and look after themselves. We are already seeing signs of this type of organization with the sustainability movement across the world and it remains to be see if groups will built on this to take back more control and to give their communities a future.






Posted by Ed Cotton