Experience planning - the first post

This weekend I'm going to set up a work-related blog for experience planning, but wanted to kick things off with my rebuttal to 'Transmedia planning, my arse.'

Your arse aside...

What I found interesting is not that the media is/isn't planned from single or coordinated idea(s) -- whether they are or are not channel-driven and defined -- but that the concept of a signifying idea is replaced by social activity at a consumer level that itself knits together meaning (the signified) from a range of media moments. It raises questions for our customer journey process in which we try to plan linear and non-linear 'connections' in the customer experience when what is potentially interesting is signfication that can happen in the 'lapses'. They may be the richest brand experiences but most elusive as they're not ones we plan, or even enable -- if we're lucky, we find them and build from them.