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October 12, 20083 Comments

ON: Celebrating Your Celebrity

Two years ago when I was working with MTV on a project for Hershey's at Spring Break in Cancun, I articulated why people would watch the realty based web-cast Ice Breakers Watch, Whoa & Vote.  I said "We will all some day have our 15MB of Fame and the brands who facilitate it will win."   

One year later, in a meeting an MTV exec quoted me back to me in presentation on Widgets. Then my client, the Dibs brand used it has the headline of their site when we launched the Dibs Film Fest. (my humble opinion was they should have used another headline as I thought that it was not consumer speak - it was marketing speak... or was it??? seems to have lured consumers to participate in the Dibs Film Fest)

As time has passed the idea - which was a take on Andy Worhal's line - seems to have caught on.  I would love to know what brands you think are doing a good job of facilitating fame.  And if you have your own brand leave me a comment so I can celebrate your celebrity as well!

ON: Celebrating Your Celebrity via @jpenabickley

October 12, 20083 Comments

ON: Celebrating Your Celebrity

Two years ago when I was working with MTV on a project for Hershey's at Spring Break in Cancun, I articulated why people would watch the realty based web-cast Ice Breakers Watch, Whoa & Vote.  I said "We will all some day have our 15MB of Fame and the brands who facilitate it will win."   

One year later, in a meeting an MTV exec quoted me back to me in presentation on Widgets. Then my client, the Dibs brand used it has the headline of their site when we launched the Dibs Film Fest. (my humble opinion was they should have used another headline as I thought that it was not consumer speak - it was marketing speak... or was it??? seems to have lured consumers to participate in the Dibs Film Fest)

As time has passed the idea - which was a take on Andy Worhal's line - seems to have caught on.  I would love to know what brands you think are doing a good job of facilitating fame.  And if you have your own brand leave me a comment so I can celebrate your celebrity as well!

ON: Celebrating Your Celebrity via @jpenabickley

October 12, 20083 Comments

ON: Celebrating Your Celebrity

Two years ago when I was working with MTV on a project for Hershey's at Spring Break in Cancun, I articulated why people would watch the realty based web-cast Ice Breakers Watch, Whoa & Vote.  I said "We will all some day have our 15MB of Fame and the brands who facilitate it will win."   

One year later, in a meeting an MTV exec quoted me back to me in presentation on Widgets. Then my client, the Dibs brand used it has the headline of their site when we launched the Dibs Film Fest. (my humble opinion was they should have used another headline as I thought that it was not consumer speak - it was marketing speak... or was it??? seems to have lured consumers to participate in the Dibs Film Fest)

As time has passed the idea - which was a take on Andy Worhal's line - seems to have caught on.  I would love to know what brands you think are doing a good job of facilitating fame.  And if you have your own brand leave me a comment so I can celebrate your celebrity as well!

ON: Celebrating Your Celebrity via @jpenabickley

June 24, 2008No Comments

ON: Being Socialista

Is it a surprise that 85% of adults ages 18-34 use at least one Web 2.0 platform? According Universal McCann's "Media in Mind" study, more than half of adults rely on social media as a way to communicate with friends, family, and colleagues. There is no longer a question of  “if” or “when”, the new question that brands are asking their agencies and me is - how?  How do I get in the game? (call me at Wunderman and we'll talk)  And my professional favorite: Is my brand socially ready?

Your brand can be “Socialista” (social ready) with a big idea that will inspire people’s brand love.  Brand passion will fuel velocity and volume every time they choose or buy your product or service.  But how does that translate into the digital world?

It is pretty much the same, with the one big exception - worldwide access.  Pretend your brand is a person.  Pretend your brand is a rising talent and your are its advertising and public relations agent, design firm and marketing department with the ability to rapidly respond (in quarters not years) to consumer conversations.

Getting started can be easier than it sounds!
First you have to sing "Who are you? who…who...who...who"
The building blocks for any brand always start with your identity.  Who are you?  Who do you aspire to be?  Who are you today and who do you want to be tomorrow?

Mom always used to say…

“You are what you eat”
“Tell me who your friends are and I will tell you who you are” 
“birds of a feather flock together”
“if your friends jump off a bridge will you jump too?”

All of this is true for a brand.  If a brand wants to compete in this new digitally focused world you have to carefully build your social media DNA.  In order to become a Super brand you have to consider the following when upping the social ante’ by designing your way up he brand status chain.

Blog_socialista_image

Who are you? Your brand identity can manifest itself in many ways. This can be your archetype, brand temple or personality.   Pick your flavor.

Do we have a relationship? – If a brand never converses with you – how could we possibly have a relationship?  Imagine if your husband never spoke to you – likely you would not be married long.  A brand’s relationships to the people who consume it will define your future. 

When my brand is on the shelf, in the room, online, on a blog or in your presence, how do I look sound and make you feel? This is all about a brand’s presence.  If you do not have presence no one knows your there.

Listen Learn and Converse. When I meet your brand, what are you going to talk to me about?  Is it funny? Is it relevant?  Is the information you give me useful in my life?  Conversations are a way for your brand to listen to my needs and desires and your listening will lead to fulfilling both.

Share your brand stuff (content) with me.  Make sure the brand stuff (content) you share is interesting to me and not just about what you want to sell me.  Its about me - not you! When you figure that out – I will buy you. Share it in a way that makes it easy for me to repeat it, copy and take it with me.

Your causes, your passions and your groups all build communities of interest.

Your reputation is your street cred.  If people in groups with passions socially recognize your brand then your big idea should facilitate their conversations, knowledge, entertainment, or public eminence.

When you have built all of that then you are SOCIALISTA 

Related Articles:

ON: Being Socialista 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 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

October 24, 2006No Comments

ON: Consumer Generated Content

Even when you do not what the consumers interaction, you get it.  I was in the subway last night and was admiring the Bob Dylan special poster and noticed that two consumers had begun a handwritten chain of comments on Mr. Dylan’s music and his contribution to American culture.

Photo_101  Photo_102
It just goes to show you that consumers think that have the right to
create, comment and propagate their thinking on your campaign, brand or
promotion.

Graffiti or consumer generated comments?

ON: Consumer Generated Content via @jpenabickley

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