The lesson: chapter five.

by Per Robert Öhlin on September 1, 2010

(Continued from Spock vs. Gump.)

We usually call rational marketable qualities USP, the unique selling proposition. And the brand’s emotional qualities we know as ESP, the emotional selling proposition. But the contextual, cultural connection is still unknown to many, so let us provisionally call it ASP, the affinity selling proposition. It is understandably the group, social network, culture and background that determine how a lot of things are interpreted. Read the full article

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The secret behind the Old Spice success.

by Per Robert Öhlin on August 28, 2010

David Hallerman, a senior analyst at eMarketer writes today in AdAge about what made the Old Spice campaign such an earth-shattering success. David starts with probably the most important factor: »It is creative”, he says, and points out that »making advertising videos that consumers want to watch is, in truth, very, very difficult.«

Mind  you, these are words from an analyst, not a creative.

While some say that this is an optimal case study in viral marketing, David delivers a more matter-of-fact explanation. He reminds us that »Procter & Gamble division figured out how to effectively blend ingredients from the three marketing media — paid, owned and earned — to reach its target audience.« And here’s how P&G and Wieden + Kennedy launched the campaign: Read the full article

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The lesson: chapter three.

by Per Robert Öhlin on August 27, 2010

(Continued from »Not nice. Gorgeous«.)

Once upon a time an old, bearded Greek by the name of Plato wandered the streets of Athens. He was convinced that truth had more dimensions than the objective, which wasn’t really at all especially objective. It is just something that we have in our heads. His view was that truth was divisible by three. Read the full article

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Why social media campaigns fail.

by Per Robert Öhlin on August 25, 2010

Dan Landin’s little tweet caught my eye this morning. Dan highlights an interesting study from Brand Science Institute. This is too good not to blog about. It deals with a german study on corporate social media projects during the past 7 months. It was conducted in order to understand why most social media campaigns backfires. BSI included 560+ marketers in its analysis, representing 52 brands from some of the largest companies across 12 European countries.

Here are the findings: Read the full article

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The world’s first branding blog relay?

by Per Robert Öhlin on August 23, 2010

Is this the world’s first blog relay? Me and The Brand-Man (a.k.a. Micco Grönholm) will publish parts of my book Let’s get gorgeous on both my blog and his blog, by turns. Starting today. The book is a branding case book about Camitz Sparkling Vodka, founded by Mattias Lindberger and Peter Camitz.

Here’s the background:

The main character, Jhoan Camitz, is killed by a dead man in New York. (Try figure that one out.) At the same time, his friend Mattias, and Jhoan’s older brother, Peter, are sitting in Stockholm, finding themselves in ecstasy as they believe they have just come up with a brilliant idea. From that moment and onwards, the story about Camitz Sparkling Vodka, continues in leaps and bounds, between hope and despair. Read the full article

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So you want to be number one?

by Per Robert Öhlin on July 20, 2010

What does it take to be a leader? What is the one, single quality that
separates the mediocre, self-declared leaders from the true leaders, such as Winston Churchill, Mahatma Gandhi, John F. Kennedy, Steve Jobs and Ingvar Kamprad –  people who actually changed things?
Inspiration.
Now, what is the true source of inspiration? Where does it come from?
Smart people?
Not necessarily.
Does it emanate from risk-aware cultures?
Not very likely.
Does it come from the nice and humble?
Nope.
Does it come from the safe and sound?
No way. Read the full article

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Nämen. Wow. Liksom.

July 10, 2010

Jag har just fått reda på att min bok »Den mentala orgasmen« har nominerats till Årets Marknadsföringsbok. Den utses årligen av Sveriges Marknadsförbund som har till syfte att bevaka internationella trender och svensk lagstiftning, och därutöver ge råd, utbilda, främja spännande forskning samt förmedla viktiga erfarenheter och bilda opinion. Vinnaren koras på Tendensdagen [...]

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Det här gör mig extatisk.

July 9, 2010

Marina Schiptjenko, kvinnan med många strängar på sin lyra, har tillsammans med sin gamla skejtarkompis, Eddie Bengtsson blåst liv i kultbandet Page och det nya albumet »Nu«, det nionde i ordningen. Marina kommer från band som Vacuum och BWO. Och Eddie har ett förflutet med band som Sista mannen på jorden och S.P.O.C.K.

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Alex Bogusky lägger av med reklam.

July 1, 2010

Alex inledde sin karriär som art director på åttiotalet. Snart blev han delägare i byrån Crispin Porter + Bogusky, en byrå som lett utvecklingen under de senaste tio åren. Alex har tagit fram kampanjer som lär bli skolboksexempel för många år framåt, bland annat för Burger King och BMW Mini Cooper.

Enligt en notis i Advertising [...]

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Varumärkets historia.

June 28, 2010

Jag läste ett utmärkt blogginlägg av Micco Grönholm häromdagen. Det fick mig att tänka på ett kapitel ur min bok Branding enligt Forrest Gump som kom ut våren 2006. Eftersom den är utgången sedan länge tänkte jag publicera kapitlet här. I boken fick det namnet »Bokens tristaste kapitel«. Det följdes sen av kapitel med rubriker [...]

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MorgonDagens Media.

June 22, 2010

Imorgon viker Dagens Media en helsida till mig. Jag skriver en artikel om kreativitet med anledning av Cannes Lions. Dessutom och bjussar jag på ett kapitel ur den nya boken »Den mentala orgasmen«. Glöm inte att kolla.

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How to define a brand.

June 19, 2010

Ifollowed a confused conversation about brand strength on Twitter the other day. So I think it’s time to tackle the brand issue again.
In my mind it’s quite simple.
A brand is an overall feeling.
This feeling emanates from three aspects:

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TED: David Byrne explains how context affects creativity.

June 12, 2010

In this TED speach, David Byrne explains why we don’t just create things from passion, it’s also affected by the different venues where we present our stuff. He uses music and architecture as examples.
This ever-evolving artist argues that his musical performances in the late seventies and early eighties was developed by rough environtments like the [...]

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En bild varje dag.

June 1, 2010

Living My Life Faster – 8 years of JK’s Daily Photo Project from JK Keller.
Det här påminner mig om en gammal idé jag har haft länge och som jag har tänkt på då och då. Om jag hade barn (det har jag inte), skulle jag ha filmat dem en gång varje månad. Vid varje tillfälle [...]

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Min hemlighet.

May 31, 2010

Kalla mig gärna naiv. Men jag tror helhjärtat på att det går att förändra världen med en annons. Jag försöker gripa mig an varje uppdrag med den inställningen. Jag kan väl inte påstå att jag lyckats förändra världen i sådan omfattning som Gutenberg eller Steve Jobs –  än – men jag har utan tvekan fått [...]

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Här är innehållet i »Den mentala orgasmen«.

May 18, 2010

Om du inte har fått tag på boken än – den finns till exempel här, och här, och här – så kan du bilda dig en uppfattning om innehållet här nedan:
Mysteriet 8
De plågade 9
Hjältarna 10
Romantikerna 11
Drömmarna 12
Galningarna 13
Mystikerna 14
De blåögda 15

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