Archive for March 2010
Slate ad critic Seth Stevenson tries out a Google service that allows you to run your own commercial on national TV for as little as $100.
A little while ago, I wrote about my current class assignment to reinvigorate a brand that is “dead, dying or defunct”. As we are nearing the semester’s end next month, I thought it would be a good time to begin describing the process of this project. The final deliverable is a book, in which we describe the history of our chosen brand (and why it’s time for a update), outline the new identity guidelines (visual standards manuals, usage considerations etc), and show potential extensions (mock ups of storefronts, products, etc). For this process post I’ll describe my brand choice and eventual logo development.
As soon as I decided I wanted to explore the question of where search was going, I knew sooner or later I had to talk to John Battelle. John wrote what I still consider the definitive look at the industry, The Search, in 2005. Since then, in addition to running Federated Media, he has continued to be one of the more thoughtful, visionary, frank and opinionated voices in this space. Recently, his musings have taken on a decided tone of discontent. In a few recent blog posts, Battelle mused that search, while not necessarily “broken,” may indeed be increasingly falling short of our expectations. This lined up well with my own feelings that relevancy may no longer be an adequate proxy for usefulness.
In his deliberately provocative — and deeply nihilistic — new book, “Reality Hunger,” the onetime novelist David Shields asserts that fiction “has never seemed less central to the culture’s sense of itself.” He says he’s “bored by out-and-out fabrication, by myself and others; bored by invented plots and invented characters” and much more interested in confession and “reality-based art.” His own book can be taken as Exhibit A in what he calls “recombinant” or appropriation art.
The global economy has shattered. The fossil fuels that propelled an industrial revolution are running out and the infrastructure built with these energies is barely clinging to life. Worse, more than two centuries of rising carbon emissions now threaten us with catastrophic climate change. If that were not enough, we face a massive loss of social trust in economic and political institutions. Everywhere people are venting their frustration and increasingly taking their anger to the streets. What is happening to our world? The human race is in a twilight zone between a dying civilisation on life support and an emerging one trying to find its legs. Old identities are fracturing while new identities are too fragile to grasp. To understand our situation, we need to step back and ask: what constitutes a fundamental change in the nature of civilisation?
Indeed, the results of our 2009 Leading Global Brands study, which includes responses from 20,000-plus global marketers who work on over 200-plus brands across all industries, employed by companies like Unilever, Diageo, and GlaxoSmithKline, indicate that getting the proper local vs. global balance is a top challenge. Almost 65% of respondents confirm that global brands have become more important over the last five years. But only 15% fully agree that their global brands are effectively leveraging their scale. Even fewer believe that their organizations excel at quickly rolling out successful global brand initiatives.
Google and Intel have teamed with Sony to develop a platform called Google TV to bring the Web into the living room through a new generation of televisions and set-top boxes. The move is an effort by Google and Intel to extend their dominance of computing to television, an arena where they have little sway. For Sony, which has struggled to retain a pricing and technological advantage in the competitive TV hardware market, the partnership is an effort to get a leg up on competitors.
A new survey of 2,000 U.S. consumers, the second issued by Booz & Company since the early days of the recession in October 2008, confirms that a “new frugality,” born of the Great Recession and evidenced by two consecutive years of declining per capita consumption, is now becoming entrenched among U.S. consumers and is reshaping their consumption patterns in ways that will persist even as the economy starts to recover.
Games like World of Warcraft give players the means to save worlds, and incentive to learn the habits of heroes. What if we could harness this gamer power to solve real-world problems? Jane McGonigal says we can, and explains how.
In today's world of endless choice and prolific product options, brands are confronted with the challenge of gaining mindshare and market penetration. Combined with a stalling economy, many brands have addressed this challenge by rethinking the way they have always done business, altering their core product or trying to attract customers through promotions, giveaways and campaigns. Yet one of the best strategies, if thoughtfully prepared and executed, remains one of the most visible and well-known in the food industry: co-branding.