The Colorful World of the Olympics 

Here are some creative commercial videos related to the Olympics from around the world. 

Get into the spirit:

Play with Beckham:

 

Celebrate and dance:

Coke's beat of China:

Stay awake:  

Cheer the world on! 

Starfish / rip curl

Sweat it out!
5 interesting perspectives on how to boost your creativity. Growing up in a maritime environment gave early lessons to the importance of anchors. But even more interesting; the article supports the idea for making your way to the gym to "disconnect" the brain, leaving everything to a cardiovascular heartbeat and rhythm.

To read article: Uncertainty, Innovation, and the Alchemy of Fear

Innovation in practice

Kilo fashion - Pop up store in Milan, Italy

Here is a link to a summary of all kinds of real world innovations, big and small. Don't be surprised if you find it inspiring and maybe even give you new ideas?

Read: "Innovation Extravaganza - Explore dozens of innovations and the consumer trends that spawned them"

Be Yourself

Here's a link to an article with focus on the importance of staying true to your values in a branding perspective. If you are in the position of re-building / creating brands for others make sure to listen, grasp and understand the core idea so the branding becomes a reflection of your clients values.

Read:  Hardee’s Great Rebirth: Why Being Yourself is the Greatest Ad Ever

Blonde is the new Black

According to Carlsberg it is. A new beer with a modern and Scandinavian minimalistic design profile. This time dressed up to meet the visual demands of the female beer buyers. This reminds me of  a comment  I made in a blog post in February related to changing consumer habits and shopping patterns:

"It's going to be interesting to see the changes towards more masculine household product commercials versus more feminine high tech commercials for products like for example 3D TV and cable ads and what about more feminine beer commercials ? (I love a good beer but I never drink "Dos Equis")"  Ref: "My cart belongs to daddy?"

Carlsberg has focused on a design style similar to wine bottles to attract a design conscious audience. The design gives me additional associations to some high end water bottle brands, Bauhaus style and  1960's pharmacy labels and early days newspaper ads.

But where is the femininity ? Why have they chosen a male voice-over on the TV commercial ? - which insist natural beauty needs no makeup (absolutely fantastic! - but the well known fact is men saying this more often than women). What came first, the beer or the bottle ? (is it only skin deep) The design may be to attract women, if so with a distinct masculine embrace. 

Isolated I like the simplistic beauty of the design and another important aspect is if course to evaluate the different geographical world markets it will be introduced to. Consumer preferences in regards to design varies around the globe even under the same influence of main global fashion trends. It's going to be interesting to see if this beer brand will take a bigger sip out of the female beer market and who knows maybe the design will just as well be a hit amongst men ?  I hope Carlsberg will have success with its newcomer;a manufacturer famous for its tradition and taste in beer making. The beer will be introduced in it's homeland Denmark, then launched in northern & western Europe, following Eastern Europe and Asia during 2011 and 2012. 

Whether you're a beer drinker or not, male or female what do you think about the design ? Leave a comment!

To read more: Carlsberg crafts beer with ladies on their mind

Innovative roots

I grew up in much smaller town than Miami - but it is a city that has put innovation on it's agenda and achieved international  recognition for it's yearly conferences. If you watch and listen to the video you will learn mind-boggling  facts about the Beatles (or a music teacher, depending on your perspective).

To learn more about Innotown and the city: Innotown - Business NOT as usual

Brand building

 An interesting article about why focus and persistence are important while creating a brand and how an elevator ride may help you to get there: 

To read article: "Singularity and Consistency"

3D Brands

El momento del café

A link to an article that tells you how and why Starbuck's branding program has been so successful. Reading the article it made me think about how modern marketing actually could pick up a thing or two from design principles.

When working with visual elements, 3D included, changing one composite have  consequences for other objects and perspectives. In the same way you have to adjust or add elements in a branding program to obtain the big picture you want others to see.

To read the article: The Brand Experience

A passionate plea

Ardor II 

I’ve always liked words and some things haven’t changed. Just as I did when I was a child I still get fascinated by words, by the layers of direct and indirect content and just purely the sound of them. Some are exotic and complex, others have colors and taste while some are simple and basic. And every language has its own aura of words. English is my second language but the awareness and fascination is by the contrary even stronger.

Words are in many ways like spices and similar to cooking you know that too much of a spice can certainly kill a good meal just like too little makes the food bland and uninteresting. I got inspired to write about words today after reading the blog article from Jonathan Fields, and I sadly have to agree. In our modern times inflation hits hard some of our dearest words. And they are out there suffering the abuse and sometimes misunderstood use.

The word “Passion” has always had a secret place in my heart, not always sure where it has been hiding in-between the heart chambers but it’s always been there among other indescribable sacred words. And there I said it; indescribable which “Passion” should be. “Passion” is a feeling and a state of mind worthy of being the bridge in a passage of an Isabel Allende novel. “Passion” is like an indescribable sugar rush burning down your veins and it certainly doesn’t happen to you every day.  Actually the word origins from an ancient greek verb meaning "to suffer" and in medieval times the word was used as a reference to Christ’s suffering on the cross! This might explain why the word “Passion” has synonyms in several languages related to fever, heat and pain. So now you know a little bit more about why we have modern expressions like “Burning love” and “Sick of jealousy" as expressions for passionate love.

Nowadays “Passion” is everywhere after being hijacked and used in every culture and subculture you can think of related to written media and especially in advertising and marketing. It is certainly not the first time it has happened. There are many other words tired of the limelight. As an individual contributing to traditional arts and visual expressions another word that comes to mind is “creative” which is also sulking under too much exposure. I have found myself in situations where I have been asked to describe what I  do and my work and “creative” is ironically a word I try to avoid; simply because it does not measure up to its original intentions: creativity. I guess both “Passion” and “Creative” are running on empty.

Random acts of kindness

A little late but a small follow up from March on a consumer trend still very much trending. 

Random acts of kindness...Just saying the words can make you gasp for air right.. ? It's all about doing something extraordinary, something human and its definitely not been recognized until recently, as part of a business culture or a business plan. It is a trend solely based on a planet spinning its way into endless connectivity. It can be a source for great recognition or a major pitfall; in worst case a Damocles sword turning against your mission.

Did you ever happen to be the kid wanting something extra from your parents? Whether it was extra pocket money or lending the car, those ridiculous rites of being extra nice to them to get on their good foot before you asked? Yeah, you were so busted before you ever got to the question! It is a naive example but it still has some moral behind it. Your parents might just smiled it off and understood how badly you needed the car, but the question is if a customer will be as nice as your parents was.

Even with a business in mind the spirit of acting kind has to be sourced to a true conviction, a cause or something that touches you relative to your business and your customers. And you might say I have a bottom line to be concerned about. Well, it is even ok to set aside a budget for random acts of kindness, but do not use it unintentionally and be clear about why you are being kind. The worst thing that can happen is if your customer find your act to be a shallow stunt just to sell more products.

On the bright side, customer loyalty is not so easily achieved as it used to be and I believe this trend can be an opportunity to establish loyalty to brands, products and companies that goes beyond the constant flow of information and offers generated to the consumer every day.

Here are 2 links where you can read more about the trend: 

Random Acts of Kindness 

Random acts of kindness and your brand 

How to approach Babyboomers, Gen. X & Y

This is a follow up on previous blogpost: A social media generation report that gave you a schematic and statistic insight into how Babyboomers, Generation X and Y uses social media in their daily life.

Today's link gives an instant and more psychological approach to the mentioned generations with a "must read" recommendation for those who want to dig deeper into the subject. 

To read article:  Emotional branding for the generations

Should I stay or should I go ?

Room with a view 2011

Here's an article discussing reasons for why we follow and sometimes leave in regards to social media.

It is interesting to read and important  knowledge. On the other side it's difficult to please them all and if you try; the danger lies in becoming general, soulless and not very interesting. In the long run stay true to who you are and what you have to offer. If you need to expand and reach out to larger groups and segments make sure you approach with different marketing strategies and tools.

To read article: Why Do Consumers Unsubscribe, Unlike, and Unfollow?

At last a lighthearted tip to listen to the song "Should I stay or should I go" by the Clash, which actually points straight to the matter for any social media generator. (which again just confirms the fun fact that social media have many similarities with relationship issues).

Research versus gut-feeling

One thing that is important to remember in regards to "gut feeling" is that it is not a magical crystal ball. A gut feeling is eventually the result of everything you are, including your academical background, your experience and all the information you read. So keep on gathering; whether it is commercials on a subway train, browsing the internet, studies at a university or visual information from your surroundings. Your gut feeling feeds from all this. 

Nevertheless, research is important and should be an integrated part in any project. My blogpost "An uncomfortable discussion" could be a practical example. Make sure, either alone or with the support of others that your idea is unique. 

To read the blog post: Instinct (Art) vs. Research (Science) By: Brian Bennett

Mountain climbing

Anirban Biswas from Kolkata, India.

This blogpost made me think of a saying from the world famous moutain climber Arne Naess: "The first step of a mountain climb is just as important as the last one".

This is actually life knowledge that goes far beyond any mountain hill and should be an important reminder to everything we do in our lives; whether it is climbing mountains or creating marketing materials. 

It again translates into the importance of putting some passion and research into the work you are doing, and not to assume all info you receive on your desk is valid. Do your (mountain climb) research !

To read the blogpost: In Groupon Ad, Even the Mountain Was a Problem

Citysumers on the rise II

An updated version of article posted Febr. 11th, giving  a more practical perspective about this consumer trend: 

"..many brands are already delighting citysumers around the world. In the eight areas highlighted, where do you see opportunities for the brands you represent?"

To read article: 

The Rise of The Citysumer - Part 2 


This is the original link article posted Feb. 11th, giving you in dept information about the consumer trend:  "Citysumers - The future consumption arena is urban"

A social media generation report

Chinese character/symbol for "Old"

 A useful report from 2010 mapping out the different use of social media among generations born between 1932 and 1992. With a focus on senior generations including the baby boom generations and an underlying message not to underestimate the influence of these groups Especially if you use social media for marketing / PR purposes.

To read article:

Of Seniors and Social Media 

Design & healthy food habits

Neon Melons 2008

We can discuss the role of packaging to promote healthy food until our faces turns blue. But there need to be a demand that creates initiatives and thereof budgets to produce healthy food products.  This is when designers and creatives can start to create delicious irresistible branding and packaging, tempting the consumer to a different purchasing decision.

There are already many nice examples of food packaging promoting healthy products on the US market. Some general examples are water,  fruit juices (not all of them so healthy though) and specialized food products found in the deli section, taking packaging and design to another level. (The design as an integrated part of the branding where the consumer also buy into image and lifestyle, not only the product ) 

Unfortunately many of these products are found in the expensive food isles, making them unavailable for those who would have needed them most. And some are so specialized that you by social demographics already have excluded 75 % of the population as potential buyers. 

What we need is manufacturers producing and selling products to the mass food markets that are brave enough to be a little progressive when it comes to packaging too. A prediction is that some of those who dare to step up to this challenge might be winners in the long run. What we have started to see these days of campaigns and effort to fight obesity and make America healthy again is just a beginning. What before have been healthy fashion and exercise trends belonging to minor high education/income segments of the population has and will continue to go mainstream. The reality series "The biggest looser" is a good example of that.

It's not only about packaging but also the concept of food and how we think and feel about it. These are social related factors, habits and values that goes beyond the packaging and can take a bit longer to change. But the future is promising with a first lady now reaching the 1 year anniversary for her initiative "Let's Move", to fight obesity and improve the health of children. But it surely doesn't hurt to have new thinking companies around either. "Editable Arrangements" is a good example on how a company can change our view on a food concept, by making fruit just as tempting like any box of chocolate. 

The inspiration for this blogpost is an article written by Alexandra Lange: What should food look like? 

Logo episode III

This article focuses on the risky business of a logo change and refers to last years Gap logo and the more recent change of the Starbuck's logo as examples of a failed attempt and a successful change. So far nothing new under the sun and it pretty much sums up previous blog posts about the subject. 

What is interesting is that the article points to how social media in our days plays  the role as a feedback meeter to any logo change. It refers to the rather drastic changes of the Pepsi logo through several generations. If we could go back in time, for example to the 1950's or 70's; not many had a chance to say much about a logo change except from of course the buying client and the ad agency staff. Somehow the biggest fear and challenge were probably how well received or criticized the logo would be by the professional community and other competing ad agencies. 

In those days the direct communication between a brand and the consumer may have been through some random market research and questionnaires that even with correct statistical data could only give a reflection of the market. If a consumer wanted to comment on a design, options were limited to either contacting the company office directly (and if you did, do you really  think anyone listened  much to John Doe's complaint about  the logo colors?) or you could send a readers comment to the local newspaper. If you were lucky it may be accepted and printed.

This is the thrill and scare of our time where social media give all brands the opportunity of  a direct and massive input of opinions about their branding and branding choices. Still professional marketers and designers need to make the last judgment call, but it is increasingly important to listen to the rumble of the ground, which really isn't a new thing. Just think about how the native Indians did just that to time and plan their strategy for their buffalo hunting.

To read article about logo changes: Taking a risk on a Logo

Previous blog post about the Starbuck logo: The mermaid of Seattle 

Previous blog post about the Gap logo: Filling the Gap

My cart belongs to daddy ?

For years gender differences has played an important role for any marketer trying to map out a strategy for a specific target group. The classic, old school and predictable trend have been the awareness of women as a strong, sometimes "invisible" influence behind purchasing decisions. Another, the fact that women for generations has dominated the cart-strolling in most stores and what has landed into them. 

This article focus on what might be significant new changes in consumer habits and shopping trends between men and women. Not only as a result of new trends and shopping habits the last decade, but influenced by important demographic changes. 

One caution: The article does not disclose any information in regards to how the research was conducted. As with all quantitative market research the formulation of questions can have significant impact on the results, especially when you deal with psychological issues. Gender roles and peoples personal perception about them are still among issues that can be case sensitive. A "weakness" in this report is the age segment from 18-64 years which is too general. The results should have been broken down into several age groups which I believe would have given significant different and interesting results.

As the demographic gets more fragmented so does the shopping habits and trends. Obviously the growth and impact of internet shopping the last decade has led men to more frequently stroll the electronic shopping carts. New generations of women are steadily increasing their impact on the household economy and younger men have a different and more open approach towards being part of the household logistics. But as  the article mention, the results may be influenced by the wish to be perceived and/or self perception of being the main provider and a strong contributor to the household.

No matter what, it is interesting results that eventually will have impact not only on future advertising in all media channels, but also packaging design and other commercial design. In the meantime I enjoy the ride watching the attempts of adjustments whether it is Old Spice commercials for women (which proved very successful) or men portrayed with a soft backdrop of the bakery section of a Publix store. It's going to be interesting to see the changes towards more masculine household product commercials versus more feminine high tech commercials for products like for example 3D TV and cable ads and what about more feminine beer commercials ? (I love a good beer but I never drink "Dos Equis") I also believe we can expect much stronger social media reactions from men in regards to campaigns failing to pick up on changing trends, like the mentioned "Behind Every Olympic Athlete is an Olympic Mom".

To read article: Time to Rethink Your Message: Now the Cart Belongs to Daddy

To do or what not to do; that's the question

Joan of Arc WWII - Commercial poster

This blog post is dedicated to 3 articles read during the last month including one very recent about Etsy.com. They all have one sad common theme: Major mistakes in marketing and social media efforts done by companies we wish...didn't, because a certain level of professionalism is expected. This implies  there ARE room for mistakes. Companies are made of humans and humans make mistakes. It is just that on this corporate level  an initiative from a PR department conducting a recap moment  is expected. And there is certainly a limit to how much you can blame it on bad planning and misunderstandings too.  As always  I want to point to the fact that it is always much easier to criticize than to walk the right path yourself. Regardless, these articles can be a learning lesson about what not to do. To sum up the underlying message it must be the following: What ever you are making, make it with purpose and not for money reasons only, cause sooner or later the lack of quality or your shallow intentions will be uncovered.

1. Stay true

2. Do not underestimate your audience 

3. If you do not believe in your product, nobody else will. 

Read about Gap's "Made in USA" holiday sales campaign to support their philanthropic "Feed the poor program" (Turned out one bag was made in China):   Gap Sends Conflicting Messages This Holiday Season

An interesting comment about Gap's blunder, authenticity and ethics: Be Authentic in Branding 

At last but not least, a blog post about the recent Etsy.com "situation" (read while thinking: Please don't tell me this is true!):  Congratulations. You've Tarnished Your Brand.