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March 10, 2008No Comments

ON: Telling A Good Brand Story

At the core of every successful brand is an amazing, Word of Mouth-worthy story that your biggest fans will be happy to tell. Your brand's story -- once you uncover it and start crafting ways to make sure your customers and potential customers know about it -- can go a long way to increasing word of mouth chatter about your brand.  No matter the medium you need a story! 

Without a story - your brand looses context.  Call it cavalier, but my first question to Fortune 500 CMOs and entrepreneurs alike is, “What’s your story?”  What strikes me is not how hard it is for nearly everyone to answer the question in the
first place.

Great Brands Have A Story
Brands are the stories that unite us all in a common purpose within an
enterprise, and connect us with the people we serve on the outside.
These brand stories give meaning to who we are and what we do. They’re
a special kind of story—they’re strategic; they build on themselves
chapter by chapter, over time; they grow as they respond to changing
customers and changing markets.

Everybody likes a good story and why not? Stories are entertaining,
instructive, engaging and above all human; they connect people to
people, and businesses to customers. Story-telling is about communication
and communication is the essence of marketing.  If we are in the conversation economy then a good brand story should be the cake we serve up to our consumers.

Check out this article in How Do -
What’s the (brand) story?

We have at our disposal the greatest communication tool the world has
ever known, the Internet, and the vast majority of marketers are wasting it. Websites are used as if
they were corporate brochures. The techno-experts would even have us
remove its visual and kinetic elements, and turn it into an academic-style
journal to please the SEO gurus. We've been there and done that.
Search engine optimization is great and needed (and if you are a real flash developer you know that you can make your multimedia site search-able), but who is going to go to your
website if it's there is not a compelling story (engagement), and it is tedious to operate. It's time to move on.

Give consumers a story that is worth repeating.  Content is not king if it does not tell a cohesive brand story.

ON: Telling A Good Brand Story via @jpenabickley

May 13, 20071 Comment

ON: Emerging Media + Big Ideas

One of the things that I hear from marketers at packaged goods companies is that they want integrated strategic thinking that leads to big ideas. 

Very few agencies are able to offer this as they were set up in silos to create areas of expertise in Broadcast, Interactive or even Promotions.  As the mediums have fused, there isn't any medium that is NOT digital.  The importance of  "Big Ideas" that tell consumer a story generally are worthy on a consumers conversation.

This features a few brands that delivered on "Ideas" that were relevant to broad audiences in world of converged marketing channels.

https://s3.amazonaws.com:443/slideshare/ssplayer.swf?id=52162&doc=emerging-media-18239

ON: Emerging Media + Big Ideas via @jpenabickley

May 13, 20071 Comment

ON: Emerging Media + Big Ideas

One of the things that I hear from marketers at packaged goods companies is that they want integrated strategic thinking that leads to big ideas. 

Very few agencies are able to offer this as they were set up in silos to create areas of expertise in Broadcast, Interactive or even Promotions.  As the mediums have fused, there isn't any medium that is NOT digital.  The importance of  "Big Ideas" that tell consumer a story generally are worthy on a consumers conversation.

This features a few brands that delivered on "Ideas" that were relevant to broad audiences in world of converged marketing channels.

https://s3.amazonaws.com:443/slideshare/ssplayer.swf?id=52162&doc=emerging-media-18239

ON: Emerging Media + Big Ideas via @jpenabickley

May 13, 20071 Comment

ON: Emerging Media + Big Ideas

One of the things that I hear from marketers at packaged goods companies is that they want integrated strategic thinking that leads to big ideas. 

Very few agencies are able to offer this as they were set up in silos to create areas of expertise in Broadcast, Interactive or even Promotions.  As the mediums have fused, there isn't any medium that is NOT digital.  The importance of  "Big Ideas" that tell consumer a story generally are worthy on a consumers conversation.

This features a few brands that delivered on "Ideas" that were relevant to broad audiences in world of converged marketing channels.

https://s3.amazonaws.com:443/slideshare/ssplayer.swf?id=52162&doc=emerging-media-18239

ON: Emerging Media + Big Ideas via @jpenabickley

January 23, 2007No Comments

ON: Super Bowl Commercials Live Second Life Online

More than 50 commercials appeared during Super Bowl XL on Sunday,
but instead of vanishing into the ether as they once did, many have
already found a "second life" online, writes the New York Times (via
MarketingVox). This year, many have been officially made available
through streaming video online - for watching, forwarding, adding to
personal web pages, and even downloading to video iPods. And the
post-game ad buzz is taking the hurt off the estimated $2.5 million
price tag for each 30-second ad.

Among those that have put up videos of Super Bowl commercials are AOL, Google, MSN,
Yahoo and ifilm.com, as well as sites run by the National Football
League and media outlets such as ESPN, USA Today and the Wall Street
Journal.

The websites of Super Bowl advertisers such as FedEx, Ford, the Bud
Light and Budweiser brands, and GM's Cadillac and Hummer brands, have
posted ads - and some have created microsites for the commercials.

Intelliseek chief marketing officer Pete Blackshaw is quoted as
saying the microsites are the equivalent of using TiVo. "It's about
consuming advertising at your own pace, and the microsites are almost
like portals for watching ads.

ON: Super Bowl Commercials Live Second Life Online via @jpenabickley

January 6, 2007No Comments

ON: The Truth About Media

This week I sat in a meeting where I wanted to laugh as loud as I did when I saw this!

ON: The Truth About Media via @jpenabickley

January 6, 2007No Comments

ON: The Truth About Media

This week I sat in a meeting where I wanted to laugh as loud as I did when I saw this!

ON: The Truth About Media via @jpenabickley

January 5, 2007No Comments

ON: CMOs Search for Blended Agencies for Contemporary Marketing

According to a recent study of senior marketing
executives by Evalueserve for Sapient, just over half of Chief
Marketing Officers (CMOs) believe that traditional, large advertising
agencies are ill-suited to meet online marketing needs.

Similarly, 49%
of survey respondents believe that traditional advertising firms have
difficulty thinking beyond traditional print and TV media models, which
no longer are effective ways of engaging consumers who now get their
information and influence one another primarily through digital
channels.

In my recent interaction I have experienced this first hand.  The big idea is only coming in the form of TV and print.  Furthermore, many traditional agencies are scrambling to try and apply the same TV and print ideas -communications- instead of developing a dialog or even a compelling story which is an engagement and can be measured by a lift in sales.  The study revealed that
the six most important factors to a CMO when choosing a marketing
partner are (in order of importance to aggregate respondents):

  •     Quality of Creative Content
     
  •     Innovation and Strategic Value
     
  •     Price/Cost
     
  •     Sophisticated Analytics and Measurement Systems
     
  •     Proficiency in Emerging, Interactive or Digital Media
     
  •     Traditional Print, Offline and Media Buying Services
     

Click here to read the media post article >>

ON: CMOs Search for Blended Agencies for Contemporary Marketing via @jpenabickley

December 18, 20062 Comments

ON: Drive Sales by Directing Searchers to Forums

By now it's something every marketer knows: That smaller -- albeit
powerful -- group of brand fans can have an exponentially greater
influence. But what many don't know is how to use search and social
media to turn up the volume on these people.  Search is built on forums.  You have to have a strategy that says: 'Let's
make sure the opinions of these people are heard.'"

Picture_6_5

Research from Yahoo and ComScore underscores how valuable doing so can
be. Brand advocates of auto marketers, for example, influence 52% more
people than none advocates. The reason why they should is simple math. Of about 144
million internet adults, about 13.5 million purchased a vehicle in the
last six months. About 5.1 million of those were advocates who, on
average, talked to about 20 people each about the purchase, for a total
of 105 million people. About 8.3 million of those car buyers were
nonadvocates, who talked to eight people about the purchase, for a
total of 69 million people who heard about it.

The research pinned some digital traits on these influencers: They
conduct about 25% more online searches, they have wider online social
circles, are 119% more likely to use instant messenger and 40% more
likely to use podcasts. And about half have written about their
purchases online.

They're also more than twice as likely as nonadvocates to lead to
sales. About 718,000 friends purchased cars recommended by the 5.1
million advocate car buyers while 502,000 people purchased cars
recommended by the 8.3 million nonadvocate car buyers. And perhaps
surprisingly, advocates are more likely to talk about positive
experiences they've had with brands than nonadvocates are.

Don't fear spontaneity
B
rands
should be less afraid of all the spontaneous chatter about their
products going on throughout the internet because it's actually more
positive than most marketers might assume. For example, a search on
Flickr for Pringles reveals hundreds of pictures showing the brand in
an innocuous -- and often creative -- light. People find a much bigger upside than they were aware of [when it comes to online brand chatter].

Examples of how advertisers are using those influencers through
social-media programs such as the Honda Element MySpace program, a
Nikon-sponsored Flickr gallery and a deal between CompUSA and
Bazaarvoice, a company that helps retailers add consumer reviews to
their sites.

Pattern changes
CompUSA, for example, bought the keywords Sony-plus-review and sent
searchers not to the Sony section of the CompUSA site but to the Sony
user-review section of the site. Doing so sent sale conversions soaring
60% and each purchaser was spending 50% more than the ones coming
through the official Sony section of the CompUSA site. Thanks to the internet, purchasing patterns have been irrevocably
changed and now we're showing word of mouth has been irrevocably
changed.

Don't try too hard
If a marketer screws up in the
social-media space by, say, selling too hard or obviously or trying to
censor negative comments, the repercussions can be more severe.
There's a stronger impact when you do it wrong in social
media than when you mess up in a TV commercial because it's
more personal. Imagine, if I threw a dinner party and then
tried to sell you Tupperware afterward. You'd never come back.

ON: Drive Sales by Directing Searchers to Forums via @jpenabickley

December 18, 2006No Comments

ON: Coke & YouTube

Trying to avoid anything too saccharine over the festive period,
having already overdosed on chocolate and lychee martinis. However, we
couldn’t resist Coca-Cola’s latest Christmassy
effort. The giant
red-and-white-inventor-of-father-Christmas-as-we-know-it-if-you-believe-the-urban-myth
is sponsoring a page on YouTube that enables users to create their own holiday video cards to send around the world to absent friends. Picture_1_20

YouTube's ‘Holiday Wishcast’ site already features a collection of holiday-themed video clips from some of its most popular contributors including Geriatric1927, TerraNaomi, and LisaNova.
Users can choose from one of the videos in the Wishcast catalog or
upload one of their own after registering on YouTube. Coca-Cola’s own
e-cards and video contests feature heavily on the branded page, as well
as links to the online Coke shop and the ubiquitous polar bear. Some of
Coco-Cola’s iconic Christmas advertising can also be sent along as a
Wishcast.
www.youtube.com/greeting_browser

Speaking at the time of launch, Jamie Byrne,
YouTube's director of advertising strategy, said the company approached
Coke about developing a holiday-related promotion in the hope of capitalizing on the brand’s long-standing association with the
Christmas period. ‘We realized that to do something for the holidays
they would be a great partner for us,’ he said.

In the recent
furore following the uploading of copyrighted content to YouTube and
the gleeful joy of broadcasters now that they finally have someone to
sue (honestly. At Christmas and everything. Have they no heart?), it appears that brand involvement is even more important to Google
as they attempt to monetize this fascinating site. We’d genuinely hate
to see YouTube reduced to a sterile collection of sleeping kittens, yet
recent rumours of a collaboration between Fox, Viacom, CBS and NBC
to launch a rival service suggest that the site’s enchanting, chaotic
mix of user-generated content alongside professionally produced clips
might soon be redefined.

With this in mind, we’d like to
hazard the suggestion that the YouTube user community has as much of a
responsibility as anyone else in keeping the site up and running. It’s
simple - don’t scare wary advertisers away by vandalizing their pages,
and retain the right to upload what you want elsewhere. Fingers crossed
that YouTube remains the exciting and essential resource that we know
and love well into the future. 

In the meantime, B3TA granddaddy Rob Manuel has drawn our attention to what appears to be a bit of blatant plagiarism. In Argentina, Coca-Cola has produced a bit of advertising that bears a striking resemblance to the work of rathergood.com’s Joel Veitch. Check out the film Rob put together, and spot the difference if you can. It’s not easy.

www.robmanuel.com/2006/12/13/is-coke-ripping-off-the-little-guy

ON: Coke & YouTube via @jpenabickley

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