Someone call a doctor. Swine flu (hysteria) is spreading. Newspapers are dying. Automobile companies are on life support. Mutants draw box office millions, as marketers engineer the next viral video. The U.S. economy sneezed, and the world collapsed. Politicians scrambled to resuscitate. And our climate is clearly running a temperature. Disease is America's metaphor du jour, and brand managers best check their vitals.
One ad campaign that resonates with me surprisingly comes from a bank. HSBC’s “Point of View” airport campaign is impactful, open-ended and sometimes humorous. The creative is unexpected and a strong example of a powerful voice, free of industry jargon that stands out from the hum of the marketplace.
In 2007 Charlene Li, then at Forrester Research, now running the Altimeter Group, along with Forrester ’s Josh Bernoff, Remy Fiorentino, and Sarah Glass released a report that introduced us to Social Technographics. Forrester’s research segmented participation behavior on the social web into six categories, visualized through a ladder metaphor with the rungs at the high end of the ladder indicating a greater level of participation. Social Technographics were designed to help businesses engage in social media with a more human approach, catering to individuals where, when, and how they are participating and contributing to the social Web. According to Forrester research…