Vi vet att ungdomar har blivit reklamsmarta. Men ändå fortsätter många företag att kasta sina reklampengar i sjön i fåfäng jakt på de ungas sympatier. Vill du veta hur lätt de genomskådar reklamen läs sjuttonårige Olivers brev om varumärken. Jag spårade upp den via Google bloggsök, Springtime och Ruby Pseud Wants a Word.
Banksy är en frisk fläkt. Här ger han oss en liten fingervisning om vilken roll vi marknadsförare spelar i folks liv, vilken påverkan vi har rent kulturellt och mänskligt och hur skrämmande stort avståndet plötsligt har blivit mellan företag och konsument. Hans text nedan kanske kan inspirera en och annan att ta sig en rejäl funderare på reklamens roll, men också att tänka vidare kring användargenererad reklam och skapa kommunikation som inte tränger sig på utan inspirerar och engagerar. Hans röstläge är argt och indignerat. Han kallar det brandalism och så här skriver han: (more…)
Rich är delägare och grundare av den San Franciscobaserade reklamgiganten Goodby Silverstein & Partners, kända för bland annat »Got milk?«. Han verkar ha tröttnat på republikanernas makt i landet och startat en frivillig kampanj tillsammans med bloggkändisen Arianna Huffington. Richs idé är att starta buzz kring tre teman: names, events och slogans. Han skapar tändstiftet i form av tre affischer som publiceras på The Huffington Post. Uppmaningen går sedan ut till alla sympatisörer att fylla på med ett eget innehåll genom att skicka in egna förslag i de tre kategorierna. Rich skapar den grafiska ramen och användarna ger innehållet. Huffington publicerade startskottet den 15 november och redan har 350 bidrag strömmat in.
Den användargenererade reklamen kommer plötsligt i nytt ljus. Problemet många pratar om är risken att den bli för kackig och intetsägande. Kanske är lösningen att själv sätta ramarna från början och »låsa« (läs inspirera) användarna i en uttrycksform…?
In english (cut from The Huffington Post): (more…)
Jag upptäckte dem för några år sedan på ozemedia.com men glömde bort att bokmärka platsen. Men så såg jag dem nyligen på copyblogger.com. Gjorde en mental anteckning att jag måste lägga ut dem. Jag vill ju inte undanhålla dig mästarens yrkestrick. Varsågod:
In English: (more…)
If you have read thus far you should have a pretty good perception of what Camitz vodka stands for. You have got to know the people behind the product, including their strengths and weaknesses, dreams and nightmares. You know all there is to know about the brand’s shape, function, quality and performance – including the shortfalls. You should also have gained an insight into the significance of the brand, the feelings it creates and what it means to you.
You have also been given a description of the brand. Not an ordinary description, by any means, it is actually a much more personal and genuine description than you usually come across.
It is only the moral of the story that is lacking. What does the story want to tell us? Are there any fundamental practical elements that we can put to good use and implement in our daily life? We are coming to the theoretical crunch. We are about to take a leap into the complex area of management philosophy and brand strategy.
Let’s not make it more difficult than it really is. It is best to start from the beginning, from the only thing we are certain about, namely that modern brand strategy is based on five simple standpoints: (more…)
Found a funny videoclip on researcher.se a few days ago. Originally from brazil. Checked it out on Youtube and found the sequel. Hilarious! I’ve heard somewhere that the average man thinks about sex six times a day – or was it per hour? But this guy… wow! Makes you wonder: what is going on in that head of his?
Anyway, I think it’s great viral advertising.
Jag gillar Alex Boguskys syn på varumärken, kommunikation och konsumentnytta. De ligger helt i linje med vad jag skriver om i mina böcker. Intressant är också att han lite oväntat tar avstånd från ett tidigt uttalande om tv-reklamens död. Här är ett kort videoklipp inför PSFK Future Marketing Summit.
The hard-boiled, investigative journalist sat with his legs up on the desk throwing grapes at the cat. His self-respect had taken a tumble. Where had his critical eye gone? Had he lost control? Become feeble?
That last chapter had had a strange effect on him. A stubborn subconscious thought had made the laborious climb up the soul’s slippery stairs and tried to attract his attention. Why was everybody so excessively positive to the vodka? As soon as anybody opened their mouth a torrent of words and tirades of empty advertising rhetoric buzzed around the ears like flies round a cow’s arse.
In pure defiance, he went over to the wine rack and uncorked a Rioja, full to the brim of esters and other rotgut, which is taboo in the production of vodka. He poured a healthy glass and sat ruminating.
Every writer with self-respect must safeguard against being manipulated. It came to him after a few swigs of wine that he had actually persisted in asking about the projects teething problems and other mishaps. The mistakes they had remedied, but it was essential that he had taken a critical stand and not just soaked up all PR bumf that was thrown at him.
This must be examined in depth, he thought. It must undergo some kind of personal field study. He picked up the phone and dialled the numbers to two of the craziest party animals he knew. They both had sophisticated tastes and styles as well as being nigh-on impossible to drink under the table. The writer has tried on countless occasions and always failed miserably. They would be perfect for his investigative task. He reached for the phone. (more…)
Stockholm, Februari 1996.
The advertising world is beautiful and glamorous. An existence that feeds on the dreams of the consumer to constantly upgrade. A glittering show that pulsates with grandiose egos and empty adjectives.
Under the surface there is a cynical circus directed by money, power and the media. On the floor the duel continues uninterrupted. Brand versus brand. Creative director versus creative director. The victor is offered a place centre stage in the vivifying spotlight. It is a world where nothing is quite as it seems. A world where the sense of security demands more and more money, more power, more control and more media coverage for every day that passes. A world where insecurity is a cancer-inducing phenomenon, where impotency is pushed aside to make way for a highly-polished surface of steel. A world where humbleness is regarded as a weakness.
It is the kingdom of the wolves.
Jhoan was a roe deer, who in order to hold his own had to cash in on his weaknesses. He trusted one excellent strategy of nature.
Humbleness.
Såg du filmen Pay it forward? Det är en film som handlar om en tolvårig kille som vill förändra världen till det bättre genom att starta en lavin av goda gärningar. Hans idé är enkel: göra en främmande person en tjänst och inte kräva någon gentjänst tillbaka, utan istället uppmana främlingen att i sin tur hjälpa tre andra främlingar. (Don’t pay it back, pay it forward.)
Här har vi en person som uppmanar oss att tänka i liknande banor när det gäller klimatfrågan. Framförallt förklarar han varför vi bör göra det, utan att gå in i förvirrande detaljer. Han gör det dessutom på ett både skrämmande och övertygande sätt
Vad har nu det här med kommersiell kommunikation att göra? Kortsiktigt: inget alls. På längre sikt: allt.
(More news on my new book Let’s get gorgeous.)
The story begins with one of the main characters is killed by a dead man. At the same time, his friend Mattias, and his 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 Vodka CO2, continues in leaps and bounds, between hope and despair.
The story is about two men and a ghost. The two men have the completely mad idea of challenging the world of vodka with their own brand, a pure sparkling vodka. Peter is a living cliché of an inventor. A hyper-intelligent, introvert mad man who would rather ponder over difficult problems and dream about thunder storms, hail and lightning. Jhoan, the ghost, is the renowned commercial film maker who’s life ended at the height of his career. (more…)
