Archive for July 2011
Two weeks ago I published an excerpt from a research paper titled “Pastel Injustice: The Corporate Use of Pinkwashing For Profit” that highlighted the business practices of companies who promote breast cancer awareness through the use of pink products and messages to consumers.
You're aware by now that Fabio is the summer stand-in for Isaiah Mustafa, and that Old Spice's ad agency, Wieden & Kennedy, is producing content for YouTube and Twitter that plays off the work it did for the "Man Your Man Could Smell Like" campaign. As of this writing, there's a spokesguy "duel" going on (Mano a Mano in El Bano) involving playful videos that consumers can comment on. It's sure to win some brand-engagement award later this year. Look for it to get referenced as a stroke of genius in pop marketing books, too. Every CMO needs to see this exercise for the time-waster it is.
A recent story in the Wall Street Journal brought into stark relief the mistake of thinking that exceptional creative doth a strong brand make.
Not long ago, market research shop Millward Brown released a ranking of the world's most valuable brands. For the first time, Apple topped the list. The value of its brand was $153 billion, up 84 percent year on year. Yes, Apple spends lavishly on promoting its brand, but the study attributed the spike in brand valuation to the impact of two products — the iPad and, to a lesser extent, the iPhone.
Strolling along 42nd Street I overheard a mischievous, baseless and ill-informed comment by a millennial to his friend, “There is no such thing as voice or text or music or TV shows – they’re all just data.” He’s right, but our need for words is ancient, and a powerful brand voice can make us question everything we think and do.
So Google+ obviously has some traction. Just a few weeks after its launch, Google CEO Larry Page revealed that the nascent social network already had 10 million users. But will it ultimately blow up enough -- and matter enough -- to become a problem for Facebook? Yeah, I think so. (Ad Age Managing Editor Ken Wheaton isn't so sure.) Here's why:
iTunes as we know it is over. It is walking, talking, and continuing to pretend it's alive, but Spotify, Europe's outrageously successful streaming music product, has just shown us the future.
For years now, Netflix has been among the Web's most loved companies, scoring tops (or, this past year, second) in customer satisfaction for online retail. Netflix deserves this respect because it delivers a complex service that, 99 times out of 100, just works. DVDs arrive remarkably quickly. Streaming is synchronized across your many devices. And, prices match or beat competitive options. So it was surprising that such a firestorm sprang up when Netflix announced its pricing changes for DVD+streaming.
Samsung's journey from low-cost OEM producer to a global brand name synonymous with innovation is an admirable one. The process of turning away from the basic elements responsible for your original success is a perilous and brave move. I can only imagine the resistance involved when an established, hierarchical company like the old Samsung decides to introduce practices that threaten the status quo.
1. "Social media accounts for one out of every six minutes spent online in US." (Journalism.co.uk) 2. "Seventy-seven percent report that they use social media to share their love of a show; 65% use it as a platform to help save their favorite shows; and 35% use it to try to introduce new shows to their friends." (TVGuide.com study via TVNewsCheck.com) 3. "Facebook users are overall more trusting than non-internet others. Pew reported, 43% of survey participants were more likely than other internet users to feel that most people can be trusted." (Pew Internet via Social Media Club)