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October 28, 20111 Comment

Poor Media Placement – Context Matters

Sometimes I ponder why clients allow media agencies to serve their impressions in such a random method. Check out the irony in this placement.  

WhoIsYourMediaCompany?

When I clicked through I was taken to a site that was for an audience that would be considered the 1% - where I was invited to begin building my wealth.  

There is a better way.  Using seach and social you can target people where they are having wealth building conversations.  

Poor Media Placement – Context Matters via @jpenabickley

November 26, 2006No Comments

ON: Hitachi & User Generated Media

Hitachi takes the plunge into consumer genrated media to help connect with its US audience.
Ads take pieces of CG Video and tease you to click to the broadband website.
Picture_5_5  Picture_1_15

Click here to view the site: http://www.hitachi.us/truestories/

Picture_3_9

ON: Hitachi & User Generated Media via @jpenabickley

September 27, 2006No Comments

ON: Digital Brand Building

This week I was asked by a number of advertising execs how I could build a brand through an online expereince.  Over the last ten years the answer to that question has evolved...

I believe that building a brand is more than just creating a logo, mark or putting up a fun website.
Brand building means taking the personality of a company or product and
all that embodies it, to build a consumer experience from each of the
elements and characteristics that made it successful to this point.

First I use Personas (and have for the last 6 years) to build the a story.  Using emotional design while expressing brand through technology has been the key to building a compelling story that a consumer will interact with.  Each time I establish a vision for a brand I work with in order to approach
building powerful online brands which inspire loyalty in its
consumers.

In each project I approach or pitch, I utilize the
ten commandments of brand development.

  1. From Consumers To People - Consumers buy, people live.
                   
  2. From Product To Experience - Products fulfill needs. Experiences fulfill desires.
                   
  3. From Honesty To Trust - Honesty is expected. Trust is engaging and intimate. It needs to be earned.
                   
  4. From Quality To Preference - Quality for the right price is a given today. Preference creates the sale.
                   
  5. From Notoriety To Aspiration - Being known does not mean that you are also loved!
                   
  6. From Identity To Personality - Identity is recognition. Personality is about character and charisma!
                   
  7. From
    Function To Feel - The functionality of a product is about practical or
    superficial qualities only. Sensorial design is about experiences.
                   
  8. From Ubiquity To Presence - Ubiquity is seen. Emotional presence is felt.
                   
  9. From Communication To Dialogue - Communication is telling. Dialogue is sharing.
                   
  10. From Service To Relationship - Service is selling. Relationship is acknowledgment.               

Utilizing these high standards and understanding consumers online behaviors
(instead of using the focus group of one approach) allows me to formulate an evolutionary online brand that
communicates with its loyal consumer base as well as woo new consumers in a natual organic and viral fashion.

ON: Digital Brand Building via @jpenabickley

September 21, 2006No Comments

ON: Al Gore’s Current TV Joins With Yahoo for a Video Venture

Reading my copy of the NY Times I ran across something that seems like an interesting video model and speaks to a smart Web 2.0. 1.21 model.

http://us.i1.yimg.com/cosmos.bcst.yahoo.com/player/media/swf/FLVVideoSolo.swf

Yahoo said yesterday that it was creating an online video programming
venture with Current TV, the media company founded by former Vice
President Al Gore. The service will combine professional and
user-generated video clips.  Current’s editors intend to weed out videos that are offensive or
contain copyrighted materials, in an attempt to make viral videos ­ one
of the hottest trends on the Internet ­ attractive to advertisers. Most
clips will be preceded by a 15- or 30-second commercial ­ the first
time Yahoo has included commercials with user-generated content.

The
deal is notable because Mr. Gore has been an early and visible adviser
to the top executives of Google, another Internet powerhouse. Indeed,
Google has provided content for regular features on Current’s
television network that offer peeks into people’s Internet searches.

The
Google segments had been broadcast twice an hour on Current’s channel,
which mainly features videos submitted by viewers. Now, Yahoo will
produce a segment that will appear every hour on the hour, and the
Google segments will appear every hour on the half hour.

The
service, which is called the Yahoo Current Network
(video.yahoo.com/currenttv), was set to begin today with four channels.
One section, called Current Buzz, will feature segments related to the
news. It is produced by Madeleine Smithberg, a former executive
producer of “The Daily Show with Jon Stewart.” Three other channels
will relate to specialized topics: travel, action sports, and cars.
Over time the companies hope to add more channels.

Each channel will have one professionally produced segment each day and 8 to 10 segments contributed by users.

Amateur
videographers whose clips are chosen for the Internet service will
receive $100. If the clips are also broadcast on Current’s television
network, the maker will receive between $500 and $1000. Videos that are
not selected to be part of the Yahoo Current offering will be included
on Yahoo’s broader site that includes user-contributed video.

ON: Al Gore’s Current TV Joins With Yahoo for a Video Venture via @jpenabickley

September 21, 2006No Comments

ON: Al Gore’s Current TV Joins With Yahoo for a Video Venture

Reading my copy of the NY Times I ran across something that seems like an interesting video model and speaks to a smart Web 2.0. 1.21 model.

http://us.i1.yimg.com/cosmos.bcst.yahoo.com/player/media/swf/FLVVideoSolo.swf

Yahoo said yesterday that it was creating an online video programming
venture with Current TV, the media company founded by former Vice
President Al Gore. The service will combine professional and
user-generated video clips.  Current’s editors intend to weed out videos that are offensive or
contain copyrighted materials, in an attempt to make viral videos ­ one
of the hottest trends on the Internet ­ attractive to advertisers. Most
clips will be preceded by a 15- or 30-second commercial ­ the first
time Yahoo has included commercials with user-generated content.

The
deal is notable because Mr. Gore has been an early and visible adviser
to the top executives of Google, another Internet powerhouse. Indeed,
Google has provided content for regular features on Current’s
television network that offer peeks into people’s Internet searches.

The
Google segments had been broadcast twice an hour on Current’s channel,
which mainly features videos submitted by viewers. Now, Yahoo will
produce a segment that will appear every hour on the hour, and the
Google segments will appear every hour on the half hour.

The
service, which is called the Yahoo Current Network
(video.yahoo.com/currenttv), was set to begin today with four channels.
One section, called Current Buzz, will feature segments related to the
news. It is produced by Madeleine Smithberg, a former executive
producer of “The Daily Show with Jon Stewart.” Three other channels
will relate to specialized topics: travel, action sports, and cars.
Over time the companies hope to add more channels.

Each channel will have one professionally produced segment each day and 8 to 10 segments contributed by users.

Amateur
videographers whose clips are chosen for the Internet service will
receive $100. If the clips are also broadcast on Current’s television
network, the maker will receive between $500 and $1000. Videos that are
not selected to be part of the Yahoo Current offering will be included
on Yahoo’s broader site that includes user-contributed video.

ON: Al Gore’s Current TV Joins With Yahoo for a Video Venture via @jpenabickley

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