Communication Quote by Craig Atkinson
““The modern brand builder faces a difficult issue; communications theory is based on attitude change, and has limited implications for behaviour change. Games are characterised by interaction and behaviour rather than attitude, making the principles of gaming suited to brand building. I believe that games provide a practical template for brands that actively change behaviour.””
About This Quote
Games focus on interaction and behavior, offering a practical model for brands seeking behavior change beyond attitude shifts.
In simple terms: Games can help brands change behavior.
Key Takeaway
Apply game mechanics to influence actions.
Themes
branding
behavior change
gaming
marketing
Mood
strategic
innovative
Type
educational
practical
When to use this quote
- advertising campaigns
- employee training
- customer engagement
Key Concepts
interactive design
behavioral economics
attitude vs behavior
Questions to Reflect On
- How can games be integrated responsibly?
- What behaviors are best targeted?
A Different Perspective
Games may not suit all audiences.
