Archive for May 2010
I’m 25-years-old, California-bred, a sports fanatic and a Nike brand advocate. Oh, and as an average American I have not played (or remotely cared about) soccer since I was 8. Nike has decided it is time to play. And it turns out the American company is really, really good at it. Last week the Wieden + Kennedy campaign Write The Future was released racking up 7.8 million first week views, breaking its own viral record.
I’m 28-years-old, born and raised just outside Amsterdam, a loyal Nike customer and very passionate about soccer. Some of my greatest memories in life revolve around a season, game or goal, so when I first saw this new Nike ad for the World Cup Soccer 2010 - described by the brand itself as one of their best ads ever - I got excited. This was about a global sporting event that makes my blood run faster.
In 2007, I lauded BP's rebranding for its aesthetics and the company's willingness to position itself at the forefront of social and cultural debate. But I questioned its ability and willingness to "walk the walk" of its "beyond petroleum" talk. Sadly, the Gulf of Mexico spill will prove an excellent case study on the perils of disingenuous branding.
Last month a brouhaha emerged when US Supreme Court justices had a hard time differentiating between the technologies at the center of an important privacy case. Now, no one would reasonably expect a Chief Justice to know the nuances of Twitter as well as Lindsay Lohan, but Roberts allegedly inquired after the difference between email and pagers. Other justices needed a basic lesson in texting. This might seem amusing, except: how is it possible to responsibly adjudicate the issues of the 21st Century without a working knowledge of the platforms that pervade our social and working lives? Being conversant in these items, my dear sirs and ladies, is absolutely part of your job.
On May 6th, Pedigree UK launched its 2010 adoption drive with a viral video campaign about an abandoned dog named Charlie. The story of Charlie is told one video at a time, with the next part of Charlie's fate only shared after the current part receives 25,000 views. For every view, Pedigree will donate £1, up to £100,000. Episode three, "The Long Walk," was just released. As of now, we don't know whether or not Charlie will be euthanized. Charlie doesn't deserve this; no dog does. We need to find out what will happen to Charlie, and each view gets us closer to finding out and helping animals at the same time.
Swiss Tourism has long struggled to promote its country in a modern, meaningful way, oftentimes relying on national cliche. The situation is compounded by an apparent lack of brand strategy or a sound understanding thereof. As a result, in its most recent attempt Swiss Tourism tells the wrong story well. Switzerland isn't the only mismanaged national brand, but as a Swiss citizen and brand strategist, I find this latest fumble particularly painful, if pretty, to watch.
Studios have no guarantees when planning the next hit film, but entertainment execs wield some reliable tools. Stars bring productions an instantly recognizable name, past positive experience and a built-in fan base. Actors playing popular literary characters (think Harry Potter) bring additional audiences and further increase the odds of film and merchandising success. And in the case of several superhero series, executives gild the lily further, combining stars and beloved characters with prefab story lines and established merchandising partnerships. Sounds like a good business model, right? Not always.
When BP rebranded itself a few years back, it did so in a way that made the redefinition of its initials an overt gesture: "British Petroleum" would now stand for "Beyond Petroleum." In other words, we were asked and empowered to reimagine what "BP" means.
Twice each month, Twist Worldwide, a global visual intelligence firm, presents quick views and insights into the moments that are working in today's retail environments. Enough with self-impressed trend consultants who claim to see the future: Twist sees the present with clarity and provides practical intelligence on how to make your business better today. Over time, patterns emerge and possibilities get realized. But first we have to see what is right in front of us. This week: the power of transparency.
We spend a lot of time with clients talking about different communication platforms, the best content for each and the approaches that certain media demand versus others. Trying, in other words, to help brands understand seamless communication paired with appropriate voice. But sometimes the best way to understand these different platforms is simply to experience them. I had a particularly elegant social media experience with Sonos recently that's worth sharing because it illustrates graceful, appropriate and effective use of a platform.