Marketing

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As a follow up to last week’s post about David Ogilvy’s “How to create advertising that sells,” I wanted to share another gem from the long list of 38 tips.

“#3. Brand Image: Every advertisement should contribute to the complex symbol which is the brand image. 95% of all advertising is created ad hoc. Most products lack any consistent image from one year to another. The manufacturer who dedicates his advertising to building the most sharply defined personality for his brand gets the largest share of the market.”

The Takeaway: Regardless what kind of business you are in, you have a brand image. Even if you don’t really promote it. Your brand is how the world around you defines you. That is why it so critical to be a good steward of your brand, and protect the message you want to send.

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Thanks to AdWeek for putting together this little feature of “The 20 Most-Watched Ads Ever on YouTube” This set is sure to inspire your creative juices, and you may be surprised at what made the list. How could you not love BBDO’s “Pepsi Generation” campaign spot from ’84 with MJ, reunited Jackson Five and the young MJ impersonator (soon to becomre Carlton Banks on The Fresh Prince of Bel-Air! Nice throwback.  Enjoy your Monday, happy clicking!

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Do you know your WWW history? Even if you think you do, this is worth checking out! Happy Clicking!
http://www.evolutionoftheweb.com/

evolutionoftheweb

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Branding on your mind?! Check out this great infographic of The Most Powerful Colors in the World (via ColourLovers)

http://static.colourlovers.com.s3.amazonaws.com/uploads/images/top-web-brand-colors.html

Happy clicking!

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Capturing Information

This is a provocative video presenting a different view of the impact of the ‘filter bubble’. With all the changes in search engines happening at lightening speed, it begs the question of whether we are really understanding the full scope – good and bad.  Is anyone bothered by having searches filtered based on algorithms about where you are, what computer you’re using or what browser you use, or do you think this just makes marketing more effective? Watch the video and let us know what you think.

Eli Pariser: Beware online \”filter bubbles\”

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Fascinate Inc, the 7 triggers of FascinationToday I stumbled upon a blog post from How Blog, that shares insights from Sally Hogshead, the Chief Fascination Officer for Facinate, Inc. and also the author of Fascinate and Radical Careering, where she explains her “7 Triggers of Fascination” and how to captivate any audience with these strategies. I just had to share her valuable advice.

Here she claims, if the “Idea is King” then “Working with smart people is Queen!” Sally talks about why a person should aspire to be the dumbest person in the room in this video snippet  from How Design, and how your career can advantage from learning techniques and absorbing information from the people around you. I think she makes a fascinating argument – think about it … if your always the smartest person in the room, how could you possibly learn and continue to grow in your career? “Working with smart people is The Mac Daddy of your career!” exclaims Sally.

So the next time your interested in learning something new, put yourself into a room full of people who are experts at that something your aspiring to learn, try to play on that “A” team and get to learning!

For more insights, check out Erin Semple’s original blog at Howdesign, http://blog.howdesign.com/design-resources/design-career-advice-creative-process-video/

Or jump to Sally’s fascinating website; howtofascinate.com/ or sallyhogshead.com/

Happy clicking!

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Adweek's Erin GriffithWhat’s in store for 2012 in the way of Social Media?! Whether it’s Check Ins, Reactions, Likes, Light Interactions, Passive Sharing, or going beyond “Friends” social media is on the rise in 2012! Do you intend to cash in on the trends, are you filtering out what’s relevant to your followers?

Below is a link to video, where Erin shares her thoughts on what’s to come!

Erin Griffith\’s top four social media trends to watch in 2012

http://www.adweek.com/video/technology/business-social-christmas-presentiments-137116?auto

While your at it, feel free to tweet, post or comment at us with your predictions!

Happy Holidays to you and yours! Cheers!

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all creative worldCheck out All Creative World, this inspiring and informative online story aggregator features a steady stream of creative content & tidbits generated from the creative industry with such categories as advertising, branding, design, photography, fashion and architecture.

An RSS feed is also available.

allcreativeworld.com

Enjoy!

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Check out this inspiring article from Sharon Fisher, at HOW Design, on how to set the stage for an innovative thinking and creative work environment. Below is an excerpt of ideas from the post, happy brainstorming!

10 Ways to Get More Creative at Work

“1. Innovation isn’t just for creative types. Involve everyone — even outsiders. We frequently ask the UPS man to stop in and share a quick idea. Invite customers, too.

2. John Cleese, of Monty Python fame, once gave this advice: “If you spot any colleagues engaging in unfamiliar activity such as wondering out loud or gazing thoughtfully into space, poke them with a sharp stick and accuse them of wasting time.” Enough said.

3. Hang a giant piece of paper on your office door; at the top, write a question or issue that you need help with. Invite everyone to come by at their leisure to share thoughts and ideas.

4. Show a stand-up comedy video before every creative session. Laughter stimulates great thinking.

5. Keep magazines unrelated to your business in the office. Encourage your team to cut out pictures that relate to a project you’re working on and make a collage.

6. “The amount a person uses his imagination is inversely proportional to the amount of punishment he will receive for using it.” This anonymous quote says it all. Allow your team to get comfortable taking risks and support them for doing so. From small things like sharing personal anecdotes and wearing goofy hats, to physical challenges like trust falls and walking high ropes, seek activities that get people out of their comfort zones.

7. Hang an “If Only” board. Let people jot ideas, then use them to spark your imagination during the next creative session.

8. Have everyone choose a different hat, then participate in the creative session as if they were that person.

9. Trade environments. Going somewhere else to generate ideas—the park, a toy store or even someone else’s conference room—will stimulate fresh thinking.

10. Encourage people to do something with their hands during the creative process. While playing with toys and doodling have been criticized as being “too simplistic,” there’s scientific evidence that 97% of the nerves in our hands are connected directly to our brains. Busy hands stimulate brain cells.”

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A few weeks ago, Social Commerce Today published an article about Taco Bell’s struggles to effectively utilize Facebook with their social media tactics to drive traffic to their stores. Their offer for free tacos for 6 million fans only reaped a 3% response rate. So much for the old adage that anything with “FREE” in the offer motivates buyers.

On the other  hand, P&G sold 1000 diapers in less than 60 minutes on Facebook. Free vs fee, and fee wins? What gives?

The author hit it on the head when they noted two major obstacles:

1) The Taco Bell offer lacked the offer of convenience. One had to actually get in their car and drive to Taco Bell to get it. Apparently in our increasingly couch potato society this constitutes hardship, and whether you agree with it or not, that’s the reality.

2) There was nothing exclusive about the offer. Taco Bell’s free taco was the same product one could get for 99¢. Not a big price differential especially since one had to print off the coupon to get the free taco. P&G’s diaper offer, on the other hand, was introducing a new product that could not be purchased anywhere else.

Social media is just as much about being exclusive (in terms of info and offers) as it is about being inclusive (dialogue with the public).

The takeaway? To use social media such as Facebook to motivate consumer behavior, make it easy, make it quick and make it exclusive.

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