Davis Thinking } analysis and interpretation
Super Bowl Ads: Tell Me Who Are You?
Legendary television producer Norman Lear often said it was best to start the story "in the middle." That's where the truth of the narrative is, and the theory held for Super Bowl XLIV. Smack in the middle of a confused and confusing collection of ads was The Who, an embarrassing half-time show of old white men singing of "pinball wizards" in the age of connected gaming, and claiming some distant insight into the "teenage wasteland" of a generation to which they do not belong. Yet, they were entirely relevant context for the general fiasco of this year's ads, asking: "Tell me who are you?" With some notable exceptions, advertisers seemed to have no idea who they were this year, nor who their customers might be.
15 Million Unemployed Get Beaver Shots, Wedgies from Monster and CareerBuilder
Last year, the economy in free fall, I expected both Monster and CareerBuilder to forego the silly punchlines and offer a clear message of help and hope to the millions of unemployed Americans watching the Super Bowl. I was disappointed. This year, the jobless number nearing 15 million, I tuned in certain they'd finally get it right. That the employment experts would share their most inspiring success stories: The father of four who, laid off after 15 years at the same company, found new opportunity through Monster. Or the young college grad who, thanks to Careerbuilder, discovered an obscure field to which she could apply her highly specialized degree. Instead we got beaver-fiddling and tighty-whities -- proof these job search emperors have no clothes.
Defining Design
I have a mouse pad on my desk that reads, "Design is a good idea." But for organizations trying to adopt a design-centric approach, what does that mean exactly? John Maeda, President of the Rhode Island School of Design, recently tweeted "Instead of saying we need to "elevate" art+design's role, we need to instead *reveal* art+design's role." Over the past month, at events with leading design thinkers, I've heard a lot of discussion about the definition and role of design. In the spirit of "revelation," here are some points of consensus I'm hearing from across design disciplines.
Apple's Big Announcement: What Steve Really Said
When Steve Jobs took to the stage in San Francisco's Moscone Center on January 27, the world knew what to expect: Apple would finally announce its long-awaited tablet. With that pre-determined focus and the anticipatory roar for the next "insanely great" thing, most missed the larger announcement of the day. Steve Jobs did not simply announce the company's latest creation; he completed a task first made public in January 2007, when the company dropped "Computer" from its name to become Apple, Inc. The real news hidden in plain view as Jobs unveiled iPad was the repositioning of the company that created the personal computer.
Apple v. Gawker: Petty Larceny or Brand Theft?
Recently, Slate's Ben Sheffer presented Apple's case against Gawker's Tablet Scavenger Hunt, suggesting the web pub's Valleywag blog may be inducing Apple employees to violate trade secret law. But to measure the potential loss for Apple solely in terms of trade secrets is to overlook a much larger violation not just to Apple, but to the customer as well.
Goosed by Data Gandering
In what seemed like a tribute to the cute little kid from Jerry Maguire who kept repeating "the human head weighs 8 lbs," Fast Company recently published a Mr. Egghead infographic that illustrated an astounding fact from the brainiacs at UC San Diego: the average American, on the average day, consumes 34 gigabytes of information. And from 1980-2008, bytes consumed increased 350%. That eight pounds can sure pack a punch. For the purposes of explaining the infographic, writer Maccabee Montandon uses information, content and data interchangeably to argue that Americans are ravenous for "data." But hold up -- do we want to gorge on data? I'm not sure I buy his conclusion about our appetite.
Migros: a Swiss Grocer in Everybody's Business
Migros is Switzerland's largest supermarket chain and one of the 500 largest companies in the world. Known as the big M because of its iconic orange logo, the company employs more than 84,000 people and has recently posted sales of more than $20 billion. Turning 85 years old in 2010, Migros' unique history, business savvy and far-reaching vision make it a noteworthy case study for brands in and outside the category. Migros has been ahead of its time from its inception, and is a prime example of how a company can diligently build brand capital through innovation, social responsibility, thoughtful portfolio strategy and a careful management of brand voice.
New Axe Ad Campaign Reaches, Cleans a New Low
First, Hardee's showed you its B-Hole. Then, Bud Light Lime gave it to you In the Can. Now Axe, with all the class and finesse we've come to expect from the brand, wants to Clean Your Balls. On the surface, this seems like nothing more than your typical nether regions marketing. But look under the hood, and Axe's down under approach has more in common with early marital aid advertising than beer and fast food.
Don't Let the Dumbledore Hit You in the Azkaban on Your Way Out, Mickey
This spring, Universal Orlando will open the much-anticipated Wizarding World of Harry Potter, which it promises will be "unlike any other experience on earth." If the park succeeds with what it's got tucked up the sleeve of its flowing robe, there's going to be a new owner of magical theme park experience (that sound you just heard was a 81-year-old mouse shaking in his over-sized yellow shoes).
Mobile Apps from Car Brands Blur Lines Between Branded Utilities and Product Features
New mobile applications from automakers GM, Mercedes, Ford and BMW advance the concept of branded utility in profound ways. Recent apps from these brands blur the lines between branded utilities and pure product features. And there are important implications in the auto industry and beyond.
