What ever happened to the quiet, peaceful days of yesteryear- before all the hustle and bustle of life drowned out the simple truths of life. Those were the days, when all that was needed to say could be expressed through a face-to-face conversation, a letter and the occasional clip-art. This video will take those of you young 20-somethings back to the nostalgic days of elementary school/middle school computer class. Life was much more simple back then and brochures much easier to make. Oh how I miss clip art.
Dec 14, 2008
Oct 30, 2008
Human Beings or Human Brands?
Recently I've begun to have this eerie realization that brands in the marketplace and individuals in society are actually not that different. Here are some reasons why I think technology is making this connection even more of a reality.
1. The proliferation of mass communication , global connectivity, coming together of large numbers of distinct communities now means that everyone has more contact with the broad and diverse spectrum of humanity- more so than ever before, in a more socially connected way than ever before.
2. This “market saturation” has created competition among individuals for uniqueness, specific roles.
3. Competition has forced people to specialize and seek social distinctiveness in any way possible. Now we need to occupy a niche to survive, be noticed, succeed in society.
4. So we position ourselves just like brands do in order to get noticed or be successful or be unique.
You can see this phenomenon in the area of careers. As more and more people earned a college education, more and more qualified individuals entered the job market. As a result, in order to get a job in today’s crowded marketplace, individuals have to be increasingly specialized and fulfill a specific niche role. This is the exact same phenomenon that occurs with brands.
I worry about the implications of individuals becoming, in essence, merely human brands. Will we become so focused on filling a certain niche that we fail to appreciate the full scope and wonder of the human experience? Will we focus ourselves into one area of life, surround ourselves with only certain types of people, reinforce within ourselves one personality type, to the extent that we miss out on the diversity and complexity of human life? Brands can’t be more than one thing. If they try to promise too much they will lose credibility or distinctiveness. If they try to advertise multiple benefits they will lose that one, unique position in the minds of audiences. The key to a brand’s survival is a simple consistent position. Brands can’t be complex. Otherwise they will confuse audiences. But humans? Humans are complex. We are one thing one day and another thing another day. We are multi-dimensional, not one-dimensional. We are a mixed bag of emotions, personalities, experiences. We don’t fit neatly into a packaged box. And we are always changing, evolving, reinventing.
I think there is a real danger in this increasing social pressure to establish your position as an individual. Perhaps it means we miss out on ever truly discovering who we are because we do not feel free to explore. Perhaps it means we miss out on interacting with diverse groups of people because we feel the need to align ourselves with a specific group or type of people. Perhaps we lose our sense of humanity, in all of its complexity, because we are too caught up in trying to occupy a distinct position.
1. The proliferation of mass communication , global connectivity, coming together of large numbers of distinct communities now means that everyone has more contact with the broad and diverse spectrum of humanity- more so than ever before, in a more socially connected way than ever before.
2. This “market saturation” has created competition among individuals for uniqueness, specific roles.
3. Competition has forced people to specialize and seek social distinctiveness in any way possible. Now we need to occupy a niche to survive, be noticed, succeed in society.
4. So we position ourselves just like brands do in order to get noticed or be successful or be unique.
You can see this phenomenon in the area of careers. As more and more people earned a college education, more and more qualified individuals entered the job market. As a result, in order to get a job in today’s crowded marketplace, individuals have to be increasingly specialized and fulfill a specific niche role. This is the exact same phenomenon that occurs with brands.
I worry about the implications of individuals becoming, in essence, merely human brands. Will we become so focused on filling a certain niche that we fail to appreciate the full scope and wonder of the human experience? Will we focus ourselves into one area of life, surround ourselves with only certain types of people, reinforce within ourselves one personality type, to the extent that we miss out on the diversity and complexity of human life? Brands can’t be more than one thing. If they try to promise too much they will lose credibility or distinctiveness. If they try to advertise multiple benefits they will lose that one, unique position in the minds of audiences. The key to a brand’s survival is a simple consistent position. Brands can’t be complex. Otherwise they will confuse audiences. But humans? Humans are complex. We are one thing one day and another thing another day. We are multi-dimensional, not one-dimensional. We are a mixed bag of emotions, personalities, experiences. We don’t fit neatly into a packaged box. And we are always changing, evolving, reinventing.
I think there is a real danger in this increasing social pressure to establish your position as an individual. Perhaps it means we miss out on ever truly discovering who we are because we do not feel free to explore. Perhaps it means we miss out on interacting with diverse groups of people because we feel the need to align ourselves with a specific group or type of people. Perhaps we lose our sense of humanity, in all of its complexity, because we are too caught up in trying to occupy a distinct position.
Oct 28, 2008
Alternate Realities
Have you ever heard of an alternate reality game? These promotional tools have been gaining popularity over the past few years and are an exciting new outlet to build a brand's image or communicate a message. ARGs, as they are commonly referred to, are basically fictional storylines that attempt to engage audiences in the story by allowing them to follow and interact in online and offline settings. They usually involve some kind of a mystery to solve or a treasure to find or a mission to accomplish. It's sort of like a treasure hunt in an online-off-line blend. Clues and hints are leaked through various media outlets that audiences can seek out and follow to continue participating in the developing story. A website is usually the central point of access to the ARG. One example of a hugely successful ARG was the "Why So Serious" promo that invited users to become part of the alternate reality of the Batman story. The ARG included a website, whysoserious.com, and spread through viral videos, t-shirts and a variety of other media. The Lost Ring, an ARG sponsored by McDonald's and launched at the start of 2008 to promote the 08 Summer Olympics, is another example of an ARG. (www.thelostring.com)It was incredibly successful and attracted followers from across the globe. The lure of these games is obvious. Everyone wants to be a part of an adventure that involves mystery and discovery. We love following clues to uncover some kind of answer. ARG's tap into this innate desire and create a world that allows people to escape into an exciting new world. Another appeal is the blending of fiction and reality. Large numbers of participants from all over the world come together to engage, which can create a very real sense of community. When you feel like you are in on a secret that not very many people know about, it is exciting when you see others who are following as well. It creates this immediate connection with people because you feel like you are engaging in a story with them that is bigger than everyday life.
So what does this mean for advertisers? Well, it's an amazing opportunity to promote an idea or a brand if it is done right. Increasingly brands and organizations are looking for ways to engage and connect with audiences on an interactive level. The new model of marketing is to pull active audiences into your message rather than pushing messages at a passive audience. You can't get anymore engaged and interactive than ARG's. And the result is a loyalty and goodwill towards your brand or organization that you simply can't accomplish with paid advertising. Younger audiences, especially will be attracted to novelty of ARG's.
So what does this mean for advertisers? Well, it's an amazing opportunity to promote an idea or a brand if it is done right. Increasingly brands and organizations are looking for ways to engage and connect with audiences on an interactive level. The new model of marketing is to pull active audiences into your message rather than pushing messages at a passive audience. You can't get anymore engaged and interactive than ARG's. And the result is a loyalty and goodwill towards your brand or organization that you simply can't accomplish with paid advertising. Younger audiences, especially will be attracted to novelty of ARG's.
Oh, online programming
Check out these sites to get an idea of how online programming is creating a rich outlet for advertisers to do some interesting things. It's intriguing to see the different approaches these sites are using when it comes to presenting advertising alongside content.
discovery.com
nbc.com
abc.com
espn360.com
discovery.com
nbc.com
abc.com
espn360.com
Oct 9, 2008
4th Screen
This is a brilliant example of how a brand can grab hold of one simple idea and take ownership of a position. The idea: Connect. You can see in this video how the message, Nokia connects people, informed the creative and led to an inspiring ad that resonates with audiences. Watch and be inspired.
When I grow up...
Find more videos like this on Kansas City Advertising Exchange
This is a pretty great ad that might be lost on non-agency minds. Is it sad that this is not that far from the way I find myself thinking sometimes? The ad really makes you question yourself and say, how did I go from wanting to be an astronaut or an explorer or a pro athlete to this? Oh, the lure of the advertising world. Maybe its the desire to be at the cutting edge of creativity and technology that drives us. Maybe it is the longing to do something truly great and be noticed. Maybe it is rebellion against boredom and menial jobs that don't challenge. Maybe it is that we are constantly on the run, trying to keep up with the world around us and we never stop to ask why. Or maybe we just love advertising. Being an expert. Helping people grow and get their word out. Creating something that actually makes an impact or a difference.
Sep 30, 2008
The Art of Connecting
Advertising is today's most widely visible form of art. I am drawn to advertising that is inspiring, that communicates a truth that resonates with something deep inside. Great advertising inspires, it awakens, it shakes us up, gives us a vision of something new, vibrant, alive. It is not all that different from other forms of art except its purpose is to promote a brand or cause or product. But it still accomplishes this through connecting to audiences in a meaningful way. The brands that really connect with me are ones that have identified some longing, some fear, some hope, some deep desire and convinced me that they understand. The brand knows me and gets at the core of who I am. And its message, its personality, its vision challenge me to move forward in search of becoming more of who I want to be. Advertising can do that. It can move hearts and souls. I just don't think too many advertisers think that way too often. Far too often we are just trying to move bodies, just trying to get the end result without trying to make a connection. What we need to understand is that when a brand connects to its audience in a meaningful way, the rest follows naturally.
I think the advertising industry can learn a lot from the artist. From the poet. From the soul searcher that seeks to understand life on a deeper level- what drives us, what motivates us, what we truly long for and dream of? The poet seeks to understand the soul. Advertisers should do the same.
Here is a wonderful poem by Wendell Berry that reaches through the thick fog of today's hectic and busy world and offers a fresh perspective on living in peace. It connects.
The peace of wild things by Wendell Berry
When despair grows in me
And I wake in the middle of the night at the least sound
In fear of what my life and my children's lives may be,
I go and lie down where the wood drake
Rests in his beauty on the water, and the great heron feeds.
I come into the peace of wild things
Who do not tax their lives with forethought
Of grief. I come into the presence of still water.
And I feel above me the day-blind stars
Waiting for their light. For a time
I rest in the grace of the world, and am free.
I think the advertising industry can learn a lot from the artist. From the poet. From the soul searcher that seeks to understand life on a deeper level- what drives us, what motivates us, what we truly long for and dream of? The poet seeks to understand the soul. Advertisers should do the same.
Here is a wonderful poem by Wendell Berry that reaches through the thick fog of today's hectic and busy world and offers a fresh perspective on living in peace. It connects.
The peace of wild things by Wendell Berry
When despair grows in me
And I wake in the middle of the night at the least sound
In fear of what my life and my children's lives may be,
I go and lie down where the wood drake
Rests in his beauty on the water, and the great heron feeds.
I come into the peace of wild things
Who do not tax their lives with forethought
Of grief. I come into the presence of still water.
And I feel above me the day-blind stars
Waiting for their light. For a time
I rest in the grace of the world, and am free.
Sep 29, 2008
How advertising can change the world
Check out this video. It is one of the many examples of how advertising can be used to redeem our broken world. Advertising is as simple as communicating messages to audiences in a way that resonates with them and moves them to action. When those messages are moving people to save lives, advertising takes on an entirely new light. It is seen, not as a negative influence, but as a powerful force that can be used to accomplish a lot of good in this world. Advertising with a heart.
"I don't think I'll ever have the luxury of writing a check for a billion dollars, I'm not Bill Gates. But what I can do is I can contribute my imagination. That's my currency. And everyone in our industry has the power to contribute." -David Droga
Learn more about TapProject
Is this legal?
So I decided I'm definitely going to put some fake ads on my blog just so it looks like a ton of people visit my site. I'm thinking Fila and RC Cola...two classics. Also two brands that I doubt will ever find out that I'm posting their logos on my blog. Look for these soon.
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