As folks who shape behavior, we love these stories about the power of data

For folks in the communications industry, the challenge is often how to deepen people's involvement in a brand. Conventional thinking says give them a new way to think about an aspect of their lives - informed by some kind of insight - and it will achieve the effect.

Here are two timely reminders that 'doing' trumps 'thinking'. That action can be a more potent agent of deepening a bond than words or rhetoric, however well crafted and informed they may be.

It comes down to data. Not the sexiest of sounding inspirations, but the results have been nothing short of transformative in the lives of people who run. Thanks to affordable, portable technology, they've had a wealth of feedback that has shaped their workout behavior and increased their involvement. The results have been not just greater utility - which firmly enhances an appreciation of value - but also entertainment.

Turning exercise into data chronicles this story, from devices like the Nike Plus and Garmin Forerunner.












The Big Draw of a GPS Run is about getting creative with the route. People are using a city as a canvas to draw pictures using their run with the help of GPS technology.












Perhaps planners and engagement strategist would be better served identifying ways that data can be tapped to deepen involvement in other categories, rather than perpetuate the over-reliance on one-way monologue-based communications.

Kaiser stands out with the right stretch

Brand actions were the topic of the last Stirring Bulletin. Another great example was encountered today and Friday traveling through SFO.

















Right after passing through security towards gates 76-90, a rectangular area was cordoned off by ropes. Within it were floor mats, with two people moving through a series of stretches. Their purpose: to dispense advice on how passengers can stay fit while traveling. Small pocket sized leaflets were available to take away. The display area was unusual and evoked curiosity among a large number of people passing by, causing them to stop to find out what the activity was all about.















It's a great example of a brand taking an action and - for a health insurance company - engaging people in an airport is innovative precisely because it's not expected yet it's a highly relevant context. Most people aren't thinking about well-being when they travel but flying certain has a impact upon it. By taking practical steps to educate the public about activities and actions that can improve flying fitness, Kaiser is showing concern and proactiveness in a tangible way rather than merely rhetoric.