Finally, a definition of Marketing that makes sense....
You see a gorgeous girl at a party. You go up to her and say, I'm fantastic in bed.
That's Direct Marketing.
You're at a party with a bunch of friends and see a gorgeous girl. One of your friends goes up to her and pointing at you says, He's fantastic in bed. That's Advertising.
You see a gorgeous girl at a party. You go up to her and get her telephone number. The next day you call and say, Hi, I'm fantastic in bed. That's Telemarketing.
You're at a party and see a gorgeous girl. You get up and straighten your tie, you walk up to her and pour her a drink. You open the door for her, pick up her bag after she drops it, offer her a ride, and then say, By the way, I'm fantastic in bed. That's Public Relations.
You're at a party and see a gorgeous girl. She walks up to you and says, I hear you're fantastic in bed. That's Brand Recognition.
Interesting Isn't it!
Wednesday, August 31, 2005
Tuesday, August 30, 2005
Saturday, August 27, 2005
Need a great idea? Feed your brainBy Michele Pariza Wacek
A lot of great ideas happen when two or more other ideas collide to form something completely new. Think of this like those old chemistry movies we used to watch in school. You had all of those atoms floating around and when two collided -- bam! A chemical reaction. Maybe something new was created. Maybe something exploded. Or maybe it all fizzled out and nothing happened. Well, a similar reaction is going on inside your brain. Except instead of atoms floating around they're pieces of information or other ideas. As they drift about, they occasionally bump into each other. When that happens, you may get a new, third idea. Or a big explosion. Or absolutely nothing at all.
Now, if you have lots of atoms, or information and ideas, you're going to get lots of reactions. Some will fail. Some will be so-so. And some will be hot -- so hot, so full of energy, they'll have the power to change the trajectory of a business. Or even a life. The problem occurs when you don't have lots of random information and ideas. Fewer atoms mean fewer reactions. On top of that, you still have to weed through the invariable duds. So the odds of landing that one amazing idea drop considerably.But not to worry -- there's good news. You can increase your odds of getting those great ideas. Better yet, it's fairly easy and painless. Here are three ways to get started. 1. Read, read and read some more. I know, I know, I can hear the groans already. "But I already have too much to read. How can I fit more reading in?" Never fear, there are ways to do this. (Remember I did say this was painless.) The key is to keep it wide and shallow. What does that mean? Read lots and lots of different things, but keep it general. Read about sheep farming, finances, yoga, cooking, traveling, dog training, etc. But keep it general -- don't read deeply. You can even skim if that's all you have time for.
Start by subscribing to a couple of different magazines and e-zines. General interest magazines are really good for this -- Walt Disney used to read Reader's Digest. Scatter them around the house -- by the bed, the couch, even the bathroom. I'd put a few in your car as well for those times when you have to wait for an appointment. When you have a few moments, flip through them. Skim a few paragraphs. See what catches your eye. You can also buy or rent audio books and CDs and listen while you exercise, drive, do the dishes, etc. Whatever you do, DON'T read publications related to your industry. That's for another time. This is brain-feeding time, not keeping up in your profession time. 2. Travel the worldTraveling has so many fabulous benefits for your creative soul I could write an article just about that, but for now I'll limit my comments to brain food. When you travel, you open yourself up to lots of new and exciting experiences. New sights, new sounds, new smells, new tastes, new textures. And they all have the ability to form a reaction with something else. Don't have time to hop on a plane to India? Take a day trip to a town you've never visited. Or, if you can only spare a few hours, seek out a park you've never been to or a museum you've been meaning to see or even that new cute little shop that just opened. You can always find somewhere new to visit no matter how long you've lived in the same city. And if you're truly desperate, try walking around your neighborhood on the opposite side of the street in the opposite direction you normally walk. (It can help jolt you out of a rut.) 3. Open yourself up to new things Of all of these, this one is probably the scariest. But, it also has the potential to be the most powerful.
Take the time to try new things. Meet people outside your normal circle of friends. Attend associations, non-profits, and hobby groups outside of the ones you usually go to. Listen to speakers on topics you know nothing about. Take a class at a community college about something outside your scope of knowledge. Or even have dinner at an ethnic restaurant you've never tried. Now I'm not just talking about "typical" creative things, like taking an art class or learning to belly dance. If you're a creative professional, take a class on doing your own taxes or budgeting your finances or repairing your car (Oooh, I bet all you creative folk felt a chill when I mentioned that). The point is to really stretch yourself past your comfort zone, to make yourself uncomfortable. It's not only a great way to grow, but it's a fabulous way to keep your muse fat and happy. And that helps keep the ideas flowing.
Thursday, August 25, 2005
Wednesday, August 24, 2005
Tuesday, August 23, 2005
As an excuse for too many play boy postings...this is one masterpice of work done for the HBO series "Sopranos". For more details about the sopranos visit http://www.the-sopranos.com/.
Thursday, August 18, 2005
How to Talk to Creative People About Branding
by Steve McNamara
You've seen this scenario: Helen Chan, Queen of Client Services, walks all excited into the office of Andy Oz, the recently hired King of Creative. Her hands are animated as she announces, "We're pitching MegaGlobal in two weeks! We need a Big Brand Idea!"
Andy looks up and removes his glasses. "Cool" he says, as he wonders, What the %#*! does she mean, Big Brand Idea?
Cut to you, right now, reading at your monitor.
Yes, you.
Here's a pop quiz. Define "brand." Go ahead, jot something down. And if you're really clever, define "Big Brand Idea." I'll wait.
All done?
Back to Helen and Andy, two days later. They are sitting around a marble conference table with several art directors, copywriters and assorted planners—the usual crowd on The Pitching Team.
Helen Clears her throat, smiles at Andy, and says, "Our new creative guru here has asked me to explain what I mean by Big Brand Idea."
She looks around the room. Most everyone just stares. "Well, to me, a brand is like a person," says Helen, gesturing towards an art director, a guy named Cinco Lima who looks like Sean Penn.
Helen says, "Let's say Cinco is a product, a jar of instant coffee, sitting on a shelf at Park&Shop. His relationship is different with every shopper that walks down his aisle, right? Just like he has a different relationship with everyone here at work."
Helen takes a quick read of the table. She sees Cinco nod. Andy, Julie and Sabilla all agreeing. So she continues.
"Cinco's relationships can be divided into one of three stages. Stage one, you want people to notice and recognize you. It's like, 'Hey, here I am, look at me!'
"Stage two, you want to get acquainted, you want people to know you. 'You're going to like what we can do together.'
"And stage three, you want people to love you. 'This is such an important relationship, let's stay together forever.'"
"Soooo..." Helen says, looking expectantly around the table.
Julie, a copywriter with red hair and skin as white as rice says, "So you think a Big Brand Idea should, what, be based on the stage of the relationship?"
"Exactly. Where that relationship is, at present. And where you want to take it," replies Helen.
Cinco says, "Reminds me of that butterfly guy. The MSN dude with butterfly wings. He's like a friend who lives with you. Helps you plan your vacation. Get the daily weather and sports."
"And tells you what baby names to avoid. Remember that campaign?" asks Julie. "McCann in San Francisco. Nice stuff."
Cinco says, "Yeah, if I'm Yahoo, I'm going to stab that MSN butterfly with a spike. Pin him to the floor. Ask him, 'Need a doctor, Mr. Butterfly? Or a taxidermist?'" Then Cinco howls like a coyote, "Yahooo!'"
Everyone laughs. After a moment, Andy says, "One last thing. As you flesh out concepts, be sure that every idea has three things." Andy raises his index finger, saying: "One. Indicate the visual symbols or icons that identify the brand. That's everything from colors to the logo."
"Two. An expression of the brand's personality. Is this brand hip or what?
"Three. An explanation of the relationship between the brand and the target audience. Is this brand a problem solver? A friend? An adviser?"
"How about brand characters or celebs?" asks Cinco.
Andy says, "Sure. Put them anywhere it makes sense. A doctor, you'd put in three. A famous face, Jennifer Lopez, put in one. Let's look to review concepts on Monday."
Thanks, Andy. And as to you, Dear Reader, let me show you a rock. On this rock is written:
A brand is like a person.
> Like a person, brands have relationships, and these relationships evolve, for better or worse, over time, and need to be constantly nurtured.
> And like a person, brands have visual characteristics, sounds, personalities, and ways of relating to, or interacting with, the audience.
by Steve McNamara
You've seen this scenario: Helen Chan, Queen of Client Services, walks all excited into the office of Andy Oz, the recently hired King of Creative. Her hands are animated as she announces, "We're pitching MegaGlobal in two weeks! We need a Big Brand Idea!"
Andy looks up and removes his glasses. "Cool" he says, as he wonders, What the %#*! does she mean, Big Brand Idea?
Cut to you, right now, reading at your monitor.
Yes, you.
Here's a pop quiz. Define "brand." Go ahead, jot something down. And if you're really clever, define "Big Brand Idea." I'll wait.
All done?
Back to Helen and Andy, two days later. They are sitting around a marble conference table with several art directors, copywriters and assorted planners—the usual crowd on The Pitching Team.
Helen Clears her throat, smiles at Andy, and says, "Our new creative guru here has asked me to explain what I mean by Big Brand Idea."
She looks around the room. Most everyone just stares. "Well, to me, a brand is like a person," says Helen, gesturing towards an art director, a guy named Cinco Lima who looks like Sean Penn.
Helen says, "Let's say Cinco is a product, a jar of instant coffee, sitting on a shelf at Park&Shop. His relationship is different with every shopper that walks down his aisle, right? Just like he has a different relationship with everyone here at work."
Helen takes a quick read of the table. She sees Cinco nod. Andy, Julie and Sabilla all agreeing. So she continues.
"Cinco's relationships can be divided into one of three stages. Stage one, you want people to notice and recognize you. It's like, 'Hey, here I am, look at me!'
"Stage two, you want to get acquainted, you want people to know you. 'You're going to like what we can do together.'
"And stage three, you want people to love you. 'This is such an important relationship, let's stay together forever.'"
"Soooo..." Helen says, looking expectantly around the table.
Julie, a copywriter with red hair and skin as white as rice says, "So you think a Big Brand Idea should, what, be based on the stage of the relationship?"
"Exactly. Where that relationship is, at present. And where you want to take it," replies Helen.
Cinco says, "Reminds me of that butterfly guy. The MSN dude with butterfly wings. He's like a friend who lives with you. Helps you plan your vacation. Get the daily weather and sports."
"And tells you what baby names to avoid. Remember that campaign?" asks Julie. "McCann in San Francisco. Nice stuff."
Cinco says, "Yeah, if I'm Yahoo, I'm going to stab that MSN butterfly with a spike. Pin him to the floor. Ask him, 'Need a doctor, Mr. Butterfly? Or a taxidermist?'" Then Cinco howls like a coyote, "Yahooo!'"
Everyone laughs. After a moment, Andy says, "One last thing. As you flesh out concepts, be sure that every idea has three things." Andy raises his index finger, saying: "One. Indicate the visual symbols or icons that identify the brand. That's everything from colors to the logo."
"Two. An expression of the brand's personality. Is this brand hip or what?
"Three. An explanation of the relationship between the brand and the target audience. Is this brand a problem solver? A friend? An adviser?"
"How about brand characters or celebs?" asks Cinco.
Andy says, "Sure. Put them anywhere it makes sense. A doctor, you'd put in three. A famous face, Jennifer Lopez, put in one. Let's look to review concepts on Monday."
Thanks, Andy. And as to you, Dear Reader, let me show you a rock. On this rock is written:
A brand is like a person.
> Like a person, brands have relationships, and these relationships evolve, for better or worse, over time, and need to be constantly nurtured.
> And like a person, brands have visual characteristics, sounds, personalities, and ways of relating to, or interacting with, the audience.
Monday, August 15, 2005
Thursday, August 11, 2005
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