A chocolate bar. An artist. Someone puts 27 pairs of underwear on. A culture. A commercial. A new trend is born. Lovely idea from Droga5. Culture eats strategy for breafast, lunch and dinner. Enjoy Boosted inspirations by Cadbury.
"Businesses operate in a world where so much is possible.
The successful ones are those which identify what is necessary."
What does it mean to be different today?
Differentiation used to be about standing out, about creating a product that is significantly different and there are no other products like it. Just to be noticed and valued.
But is seems like today, there is more focus on illusory differentiation driven by more choices, brand extensions, improved ingredients, more washing power, higher performance....you name it...supermarkets shelves groan under those "different products" that are all the same and use the same tactics to attract users.
“Today we have more of everything. More brands. More products. More choices. But it all just feels like more of the same. A great big blur of similarity. And most companies are stuck on a competitive treadmill, competing like crazy trying to keep up with each other. But this only makes them just like everyone else.” (Youngme Moon)
What is the solution? Maybe look at the differentiation from different perspective. Start with quitting adjectives. Seeing "differentiation as deviance, permutation, commitment to unprecedented and letting go."
It's getting back to basics, putting the right meaning into the word different and creating great products, no one else does and connecting consumers in the meaningful way instead of creating more clutter. Challenging the ways we see competition. It is good to know what they do but they shouldn't necessary be the point of reference. Look outside, get inspired by different categories and think from time to time that your brand is not saint...
A good start is to read this book...
QR codes are the new IT thing to have. Wherever you look there are posters, products, ads with QR code on. Looks nice and so tempting. You wonder what hides behind, you scan....and there is the disappointmend. Because what you discover are bad mobile sites, where apprently on one bother to think about what experience to offer once you bothered to scan. QR codes are cheap way to pretend the business is going digital, mobile, whatever.
But there are more and more exciting campaigns seeing the light showing how the simple technolgy can extend brand experience, enhance the campaign and make people have fun.
There are particularly two I like a lot:
Guiness and their QR cup. QR cup gets visible and readable only when filled with the right beer - Guiness. Once you scan, you can tweet, you get coupons and special promotions and Guiness content. Sounds like fun. After a few hours in the pub, any kind of enterteinment is needed ;)
This QR code campaign comes from South Korea and it is genius. QR codes get activiated by sun, from 12 to 1 p.m. and its goal is to drive sales in a E-mart store while there is normally a significant drop in sales. Scanning QR code within this period of time gives people access to Sunny Promotions and make them shop, smile and delivers results! This case shows that relevant, easy accessible solution that creates value for people always works!
We are going digital. Indeed, digital is a place where many want to go these days. The destination is set but the ways of getting there aren't always clear. Forgetting what's it is all about, we chase the new shiny technologies and miss on connecting with people.
"Sometimes marketers forget that media platforms are enablers to big ideas. They aren’t the big ideas themselves."
It is not long ago I said goodbye to working at media agency after almost 13 years of service. Now I am getting used to being on the other side of table and it is an awesome journey. I still though miss the media agency spirit, discussions with clients and the thrills of pitches. And today I stumbled upoon this Tumble: What Happen in Media Planning - a take on everyday situations at media agency. Hilarous. This one is my favorite:
Customer experience online is very important. There is no doubt about it. However, it doesn't always work in ways that make people purchase journey easy and quick. Here is the hilarious story of online user experience replayed in the real life. Enjoy and learn.
People are no longer engaging with content on just a single screen. Interactivity plays larger role in the communication than ever. We live in a highly digitalized world, but it doesn't make TV dead. TV is still an important communication channel but only if we see it as the part of the whole communication experience brands create.
TV is the springboard for the greater and deeper experience. TV lets people know your brand is available by providing reach. It conveys stories and is a great conversations starter...if fed with the relevant content people can relate to. TV is where people's relationship with your brand can begin.
We live in a complex ecosystem of screens. We tend to favor one type of screens over the others, depreciting the value of TV as the one way communication channel and prizing digital. But the truth is that if the content sucks, digital is not a magic wand that will turn it into gold.
The key challenge is to create while worthy pieces of content that work across various screens and connect them into an experience that is worth spending time on. The holy grain of media is integration of channels and experiences into a long-term journey we take on with our customers.
I've never been fond of killing the old technologies. They can be worthy if "recycled" and used in a new ways. Everything is remix today. So split, mix and mash-up the new and old technologies to create awesome. This is what you can do right here and right now.
and remember "Half the time people who think they know what the future is, they're just making shit up"
What to wear? A serious challenge. Who hasn't faced the closet full of clothes and who hasn't after minutes of browsing concluded with disappontment that there is nothing to wear. The time spent by women picking clothes is often the subjects of jokes but this is a serious challenge as clothes impact the way you are perceived as this fascinating project "Switcheroo" by Hana Pesut shows.
Amazing concept for the museum - Museum of Broken Relationships that exibits the remains of the failed relationships. The stories of love and broken hearts and people dealing with pain and disappointment. Beatiful and poetic.
"Every passion, ultimately, has its spectator... (there is) no amorous oblation without a final theater." (Barthes)
Something to remember and be grateful for. The key to everything we experience and do. The universe is amazingly beautiful. And it is inside you.
"When I look up at the night sky and I know that, yes, we are part of this Universe, we are in this Universe, but perhaps more important than most of those facts is that the Universe is in us. When I reflect on that fact, I look up — many people feel small, because they’re small, the Universe is big — but I feel big, because my atoms came from those stars. There’s a level of connectivity — that’s really what you want in life. You want to feel connected, you want to feel relevant. You want to feel like you’re a participant in the goings on and activities and events around you. That’s precisely what we are, just by being alive.” (Neil deGrasse Tyson)