Branding worth spreading

On content marketing and other demons

2014-11-19T18:18:00.001-08:00

When did content marketing become so invasive? Well, the day we decided that relevant news was not worth paying for. The clip below is a brilliant reflection on the current relationship between news and advertising, and some of the mistakes corporations have made by jumping into this 'new wave' blindfolded.

Having been the marketing director of an online newspaper, I can tell you it sometimes feels like doing whatever the client asks for is the only way out to the unattainable nirvana of liquidity, but we have to challenge ourselves further to build strategies that don't make our media brand sell its integrity to the highest bidder, nor make advertisers seem like an impostor. I do believe that often a well crafted content strategy can build into the brand and the publication in a brilliant way. The best example is my all time favorite publication, Monocle magazine. Watch the video below, and let me know what you think.

Cirkus Cirkor | Best of Swedish brands

2014-08-18T12:45:00.001-07:00

I've always been intrigued by circuses. There is a certain mystique beneath the smiles, makeup, costumes and performances. Because of the level of mastery needed, in each act there's a constant reflection of the struggles and triumphs of life.

While living in Stockholm I experienced the most fantastic contemporary circus, which also happens to be a beautifully crafted brand: Cirkus Cirkor. The name is a play on the french words 'cirque' and 'coeur' (circus and heart), which pretty much summarizes the main theme of each of their performances. Its brand essence is life philosophy expressed through the art of circus, and the main brand elements are a circus school for children, a laboratory for circus brilliance (Cirkor LAB), corporate trainings and -- of course -- performances.

Their latest show opens with one simple question -- is it possible to knit peace? Even before the show premiered, the knitting community reached out asking how they could help. Cirkus Cirkor made them all part of their show by making an open call for knitters to send their creations and using what they received in the performances. Now, wherever they tour, guerrilla knitters make their mark in the cities calling attention towards the show in the urban landscape.

It's hard to put into words the array of emotions, and the deep insight into Swedish culture that this company has, but if you have an opportunity to experience it, don't think twice.

An airbnb listing is just a listing, unless it's from Ronaldinho

2014-05-24T13:16:00.000-07:00

Image from pagesix.com

The World Cup is rapidly approaching, and while Coca-cola, Budwiser, Nike and Adidas are doing their usual ads and events, Airbnb is focusing on the unexpected – Ronaldinho being left out of the Brazilian squad – and turning it into brand awareness and clicks.

The former Barcelona forward has decided to rent out his mansion in Rio de Janeiro through airbnb for $15,000 USD a night. The full listing is available on airbnb.com, where it's described as a high standard house capable of sleeping eight inclusive of a special refrigerator for beer, home theater, zen massage or yoga room, and a "unique stage" for performing samba.

His initial announcement appeared on his facebook wall generating – so far – 21,000 likes and 700 comments.

It's a genius a strategy that calls attention to the amazing properties you can find on airbnb through a unique combination of speed and cultural relevance. I hadn't seen a marketing team work things up that quickly since Oreo's blackout ad last year.

Mini Rodini | Best of Swedish Brands

2014-03-26T12:47:00.000-07:00

As I prepare to leave Sweden I'm a bit nostalgic about the brands I'm leaving behind. Living here has been a very stimulating experience when it comes to branding and design. Let's face it -- Swedish sense of style is outstanding, and no other children's brand portrays it better than mini rodini.

Founded in 2005 by illustrator Cassandra Rhodin, mini rodini is a tribute to all children, their imagination and sense that everything is possible. Apart from its extraordinary quality and sustainable production, the brand behind these garments has an excellent communication strategy and a very clear vision that is guiding them in the process of international expansion.

Reasons to love it-

Their logo embodies the spirit of the brand: simple, premium and timeless.

Their social media presences are very active and consistent with the brand values and overall image using facebook as the main hub and instagram plus pinterest as megaphones. The only thing I would change about the way they are doing it, is that their twitter presence, although often updated, has automated posts for their activities on facebook and pinterest which is sometimes bugging.
Their window displays are minimalist and beautiful, making sure that those who pass by have an urge to go in and experience what the brand has to offer.

The clothes are sensational.

They also sell patches with some of their iconic characters so that you can add them to your child's clothes or bags.

The mix of gifs and pictures on their website bring some of the joy of this brand to the online experience.

Gif from minirodini.com

Attention to detail: I love how their labels say 'hello, mini rodini loves you'. One of those little things that make the product so much more valuable.

I'm working hard on sharing some of the wonderful brands I've been able to experience while living in Sweden, so stay tuned for more in the next couple of weeks.

Jón Gnarr's Best Party | Politics gone right

2014-03-04T14:03:00.002-08:00

Who is Jón Gnarr? Meet the most interesting and politically incorrect politician ever. After reading about him, you will never forget him. As described in his facebook profile, he's 'a comedian, artist, and mayor of Reykjavik'.

Gnarr began his career as an actor, but inspired by the Surrealist Manifesto, decided to create Best Party, a political party which offered to be openly corrupt in a time of financial breakdown where most parties were being secretly corrupt. This led to the beginning of his political career where his newly founded party composed by people who had never been involved in politics, promised to Icelandic people 'free towels in swimming pools, a polar bear for the Reykjavik zoo and a drug-free parliament by 2020.' Unexpectedly enough for a declared anarchist, his party won 6 out of 15 seats in city council, and has been in office for the past 4 years.

There is a very special aura about him, as there often is for misfits, and luckily he was born in a very small country that could afford being authentic.

This was his campaign video:

His sincere cynicism makes him truly unique, bringing an unprecedented branding proposition to politics. Saddly, he has decided not to run for a second term. "I think my time has come. If I were to do it again, I would have to become a politician and I'm not one. I'm simply not a politician, I'm a comedian," he said. "My whole life I've been a comedian, an artist, and I get a lot out of making people happy." he said when interviewed by UPI.

Alla Amundadottir, Director of the Pirate Party in Iceland, explained her point of view of Jón's decision not to run for a second term to The Hive reporters by saying : “The whole thing was a show. A four-year show or piece of art he created. The beauty of it is he managed, through it, to prove politicians can be sincere and answer “I don’t know” and be human beings. The art show would’ve been a failure if he wanted to continue”

On the 24th of June he will unveil his book GNARR: How I Became the Mayor of a Large City in Iceland and Changed the World, but if you can't wait to read more from him, visit his facebook page.

Brand Life | Alain De Botton

2014-02-18T03:44:00.001-08:00

"The School of Life is devoted to developing emotional intelligence through the help of culture. We address such issues as how to find fulfilling work, how to master the art of relationships, how to understand one's past, how to achieve calm, and how better to understand, and where necessary change, the world."

In a society where we have too much time to broadcast our lives, yet too little time to reflect on them, The School of Life breaks precedent. Created by philosopher and writer Alain de Botton, former curator from the Tate Modern Sophie Howart, and various other writers and educators, The School of life highlights the importance of self study through a variety of courses and seminars. Its syllabus also offers:

Bibliotherapy- A consultation with a bibliotherapist who will talk to you about your reader habits, and will prescribe books that relate to your interests or concerns.

School of Life: Bibliotherapy

Therapy- divided in different 'mots' as seen below:

School of Life: Therapy

An amazing shop where I would like to buy every single product:

School of Life: Shop

This institution is also a platform to promote Alain de Botton's books. For his latest release, The News: A users manual, The School of Life is publishing The Philosopher's Mail, which is a 'genuinely popular and populist news outlet which at the same time is alive to traditional philosophical virtues' (any resemblance to other leading online publications is mere coincidence).

The School of Life is expanding its reach. They just opened a new 'shop' in Australia. I'm sure many more countries will follow suit.

All I can say is I'm utterly inspired by the attention to details behind this 'institution'. Apart from the perfect graphics, the level of thought that has been given to create a brand that guides us on the process of living life is astounding. I must disclose I am a fervent reader of Botton, and have attended some of his talks in the past, yet I had never been as impressed as today with his contributions to our culture.

Check out the site, and let me know what you think. Are you tempted to attend some of their workshops/seminars?

Brand Woman | Everywhere

2014-02-12T13:04:00.002-08:00

I'm not a feminist. As much as I believe that men and women are entitled to equal opportunities, I don't believe men and women are the same, or should be treated the same way. We are actually extremely different, and that's what makes us great.

I love the new wave of feminism, that is more about empowerment for women to be whatever they want to be without needing to have a man by their side to shelter them in the Disney fairytale way.

All over the world, little by little, companies are embracing this approach and building a new 'feminity'. It all started with Dove's 'Real Beauty' and 'Best job in the World' from Procter and Gamble. Brands have changed their approach when dealing with women. They have finally acknowledged openly that our life aspirations are not only looking pretty and having babies. There is a lot more to what constitutes a woman, and what it takes to build a family and a career.

It's fantastic that brands are exposing the everyday struggles of women who thrive in their life despite adversity. These portrayals are using empathy to create a much needed bridge between men and women. After all it's about being human, about accepting our differences and working together towards building a better reality. So keep these ads coming!

Here are the two latest examples:

My Beautiful Woman

Pnatene: Labels Against Women

Brand Opportunities | The Latin American Digital Consumer

2013-11-08T10:57:00.003-08:00

These days all eyes seem to be on Latin America. It's not only because of the upcoming World Cup and Olympic Games taking place in Brazil, but also because of the economic development of its countries, and its young demographic.

Latin America's internet population is the fastest growing in the world and its digital landscape is fertile ground for development. A staggering 94% users are involved in social media networks compared to 67% in the USA, yet brands are not as active.

Certain factors such as the expensive and inefficient postal services that prevail in most Latam countries constitute obstacles for growth of the e-commerce segment, yet e-commerce is expected to generate 69 billion dollars in 2013.

Check out the infographic below created by imscorporate.com for other interesting numbers that will show you some of the nuances and opportunities for brands targeting Latin American consumers.

If you have trouble reading it, please click here.

Bukowskis Market | Sweden's best kept secret

2013-09-08T05:54:00.002-07:00

Images taken from http://www.bukowskismarket.com/

Scandinavians are internationally recognized for great design. In the last century they have created iconic, beautiful, simple, clean designs, inspired by nature and the northern climate. Of course, these wonderful creations are not cheap and can be hard to get. That's why when I first moved here I was beyond ecstatic when I came in contact with Bukowski's Market, a wonderful brand /auction house which is Christie's meets Ebay. They sell beautiful furniture, art and antiques that aren't as expensive as what you find in the big name auction houses, but are not the kind of objects that necessarily appeal to the average Joe and can be sold through Ebay (or Sweden's biggest equivalent, blocket.se). What makes this service really interesting is that you are able to obtain great design pieces for a third of the original price through online auctions that are happening all the time.

A key differentiator with other online auction houses is the beautiful/practical design of their website which includes great quality pictures of the products they have. They also have a valuation department that makes sure that the products they sell are what they claim to be, and are priced accordingly.

Just as the brands we identify with are a reflection of who we are, the objects that we own, own us. I love beautiful things. What is it about objects that is so exciting? Emotions. Objects freeze a particular moment in time. It's all about who we are, who we were or who we want to become. It's magic, actually. The toys we owned when we were young, your engagement ring, your furniture, and that beautiful piece of art in the middle of your living room which can either be your son's first doodle or Munch's Scream. Objects speak to us, and sometimes we are willing to go great lengths to get hold of them. This concept, which originated in Stockholm, has great potential worldwide, yet it still is Sweden's best kept secret...

Miley Cyrus | Personal Rebranding from G to M

2013-08-28T12:06:00.001-07:00

You know how your boss/clients are always asking you to do stuff that goes viral? Well, that's exactly what Miley Cyrus achieved a couple of days ago at the 2013 VMA's.

Yes, her performance has raised many eyebrows worldwide and can be described as disgusting, vulgar and out of place, yet one thing is clear to all: Miley Cyrus is no longer Hannah Montana.

The transition from being a Disney superstar to an independent brand is not an easy one. Branding is all about differentiating yourself from the rest by creating a unique proposition. That's exactly what Miley and her team achieved. The 12 year old girl has grown up and has a very unique personality.

This change has been an ongoing process that many hadn't noticed because of the initial brand perception built around her as a cute Disney girl. After her VMA performance, everyone knows who Miley Cyrus is and the audience she is now targeting. She was able to get the attention that Lady Gaga was craving for, with less than half the outfits. Some people will identify with the brand proposition that she's bringing to the table, and some will hate it, but what you can't do is ignore it.

Twitter exploded with more than 300,000 tweets per minute according to data gathered by the social network. In contrast, last year's show had a peak of 98,300 tweets per minute, and the Super Bowl's blackout 230,000 tweets per minute.

More than a terrible spectacle of teenage degradation, think of it as a calculated branding risk. Some of the consequences of her performance are:

1- The tongue is becoming a meme that relates straight to her.
2- The word twerking has now officially entered the lexicon, and has been introduced to millions of English speakers.
3- We now know what Halloween's number one costume will be.
4- And the most important of them all, Miley Cyrus is now a brand for young adults.

Well, it's more than what most artists got out of their performances that night...

Renee Voltaire | Rethink healthy food

2013-08-26T23:47:00.000-07:00

One day my dad -- think Fred Flinstone -- decided to become a vegan. Initially I thought it was a phase related to his middle age crisis, but his new way of life -- inspired both by my sister and by Bill Clinton -- was here to stay. After listening to some of his arguments, I began to find a lot of sense in veganism, but this is what I found:

So exciting...

As you can imagine, I felt totally disconnected with the boring products with awful branding that are out there. Luckily I live in Stockholm where inspiring packaging invades the aisles of every supermarket.

As I started paying more attention, I discovered Renee Voltaire, who has created one of the most remarkable healthy food brands available. From biscuits to raw food and with a wide selection of health supplements her products are a delight to the senses. The best part is that instead of munching on Kinder Surprise -- no judgements -- and Lay's, I can now have gojis covered with chocolate and banana chips. And trust me, they satisfy the craving as much without all the things that are bad for me. In other words, the product range is perfect and exciting.

The difference between Renee Voltaire and other brands, is that Renee Voltaire is building a strong connection with the consumer by appealing to the subconscious. They have created an attractive colour palette that complements the brand logo in a consistent way through the different range of products. This makes consumers feel that they are talking to a brand that cares about detail and is therefore worth listening to.

Also, for a change, they are not branding themselves as 'vegan' products limiting their audience. They are simply branded as healthy products that taste good and make you feel great.

For now, you can only get them in the nordics, but stay tuned. I'm sure they will soon start to expand. For more information on their products go to their online shop, or visit Renee Voltaire's blog, where she shares great recipes and gives an insight into her world.

Artipelag | A window into brand Sweden

2013-08-08T10:20:00.000-07:00

The buildings that we build portray the soul of a certain time in the history of our society. They are made of emotions, hopes and expectations. They are live imagery of the brand of our countries and our people.

There is a certain magic in the architecture of modern art museums, which are an emblem of the present values of the cities they are in. The MOMA in New York, the Centre Pompidou in Paris the MONA in Australia, The Louisiana Museum in Copenhagen and, the subject of this post, Artipelag in Stockholm.

The former is a relatively unknown museum which opened in 2012. Like MONA, it is privately owned. It belongs to Björn and Lillemor Jacobson, creators of a brand that is very close to the hearts of every Swede: Baby Björn.

Even though the Moderna Museet in Stockholm has a lot more relevance in an international scale, and an impressive permanent collection, it doesn't represent the brand Sweden the way Artipelag does. The space succeeds in capturing what defines Sweden.

Love for water

Artipelag is located in the middle of the Swedish Archipelago (20 minutes from Stockholm), which is the place where most Swedes go to every chance they have. This is where their fondest memories are built.

Harmony with nature

The architecture blends in with the landscape in the purest of ways. There is even a 'board walk' that allows you to enjoy a hike in it's gorgeous surroundings. As you walk you are often greeted by sculptures of children. There are windows everywhere allowing you to stay in touch with nature and a roof garden to enjoy the view from above.

Pureness and simplicity of lines

As mentioned before, the architecture is exquisite. There is an outstanding attention to detail. Every time you go you discover a little something you hadn't noticed before. All materials are locally sourced. It was the last work by Johan Nyrén, a genius architect who has designed many of Sweden's most recognized buildings. Sadly enough he lost his battle against cancer before the opening.

Avant-garde

The exhibits are out of the ordinary, just like Swedes are. They are always unexpected and different to what every other museum is doing. When you enter the exhibit room you are often greeted by a museum representative that offers to walk you through the exhibit. There are not too many written signs, because the philosophy behind Artipelag is that we can enjoy art more when we do it through a conversation. Their latest exhibit is William Wegman's Hello Nature. Here is a list of previous exhibitions.

Next time you are in Sweden, make sure not to miss it, and weather allowing, arrive by boat.

Requiem for cigarette packaging

2013-07-25T03:17:00.000-07:00

Lucky Strike. Marlboro. Camel. These words immediately bring images to your mind -- yet they might not mean anything to those who are born in the next couple of years.

Australia's ban on cigarette packaging is proving to be quite successful. A recent study from the British Medical Journal showed that when smoking cigarettes from the new plain packs:

- Smokers are 81% more likely to think about quitting at least once a day and rate quitting as a higher priority in their lives.

- Smokers are 70% more likely to say they found them less satisfying.

- Smokers are 66% more likely to think their cigarettes are of poorer quality.

Days after the new law came in place, cigarette companies received thousands of calls from angry consumers arguing that their cigarettes' taste had been altered. It hadn't. The visual images that accompanied the product played such a pivotal role in the consumption experience that even the product's taste perception changed.

Once again I'm surprised to discover how irrational we are, and how powerful branding is. Will a cigarette black market where beautiful packaging is still available emerge? Will governments consider taking similar actions against alcohol and sugar in order to reduce health care costs?

As Ireland prepares to follow suit, becoming the first country in the European Union to ban branding on cigarette packaging, make sure you appreciate all the hard work from the designers and advertising agencies that build your brand. It's not just a logo or a pretty ad, it's the reason you exist.

Brand Myopia : A common disease

2013-06-07T06:25:00.000-07:00

Every time a brand with great potential loses its opportunity to thrive because of the lack of vision of its creators, a kitten dies. What is it that makes it so hard for certain managers to realize all the marketing opportunities in front of them? What is it that stops them from taking action?

- It's not a matter of money. Think of Microsoft and its clearly outdated branding practices. Every time I log in to my hotmail account -- which I purely keep for facebook and online sign-ups -- I wish for it to be different; for Microsoft to have noticed the lack of engagement that calling me or anyone else 'someone' is a terrible mistake. It doesn't speak to our hearts. That's just the tip of the iceberg in the branding mess they have created, yet this little detail shows how little importance they place on the consumer of their products.

- It's not a lack of knowledge. I'm sure communication companies such as Orange in Europe or Telenor in the Nordics, whose best selling products are usually mobile devices have heard about the necessity of building a mobile site, yet try to visit their site on your mobile and you will see a different story.
Don't even get me started with advertising agencies who will always underline the importance of a mobile site for your brand. How am I to believe you can build my mobile presence when you don't even have one for your company?

DDB, one of my favourite brands of all time where I've worked a couple of times, is a different story. They are more than aware that they need a mobile site. They just forgot to build one for Tribal DDB, the digital division of the company.

- It's not because their credibility is at stake - Some brands believe that embracing advertising opportunities will make them appear weak or less trust worthy. I've also met many executives who believe their brand is so sacred that it shouldn't work hand in hand with any brands unless they adapt to their creative construct. This is absolutely the wrong way to deal with advertisers. Let's face it, products need money to survive. Even The Onion has embraced this concept.

You don't need to give up on part of your soul to make advertising work for both parties. You just need to make the right choices. Think of Monocle and the great partnerships they have built with luxury brands.

When it comes to big companies you can perhaps blame it on them being too busy to take care of every little detail, but when it comes to small companies whose survival depends on it, the only explanation is brand myopia. In order to evade it, remember these three concepts....

1. You need to make your brand personal
2. Be what you say you are. Walk the talk.
3. It's ok to compromise as long as you stay true and you are honest to your principles.

.... and no more kittens will die.

Three great concepts from the Stockholm Design Week

2013-02-17T05:59:00.002-08:00

The Stockholm Design Week, characterized by simplicity, minimalism and functionality, has become a meeting point for the best of Scandinavian Design. For the last couple of years, its organizers have pushed the fair's concept further by merging their products into different and unexpected settings creating stories that go beyond design.

This year, the Glass Elephant installation was a unique, creative collaboration between Stockholm Furniture & Light Fair and ABB where robots were given human qualities as they interacted with delicate glass objects.

“The purpose of the installation is to diversify and vitalize Stockholm Design Week’s image as an innovative and dynamic meeting place for the best in Scandinavian design. We want to create inspiring experiences and added value for both industry professionals and interested members of the public," explains Cecilia Nyberg, Event Manager of Stockholm Design Week.

“I’ve chosen to concentrate on the rock and the forces living within it. That’s why I wanted to personify the robots, to make them as much human as machine. They could be about to engage in some kind of jerky wrestling match. There’ll be a number of glass objects around the robots, fetishes from the consumer society, including a giant pink diamond. This is intended to create a somewhat abrasive image of the love of consumerism, something that’s in the process of changing. The desire for material things is universal, but what exactly do we become without our fetishes and the props we surround ourselves with? Cave people?” wonders Åsa Jungnelius.

In 2012, the Beckhamm's school of Communication told us why we should care about objects through their exhibit "Never Mind the Object"which was about ideas which require the observer to dig a little deeper, penetrating the surface. Have a closer look at ten personal projects by final year students here.

Never Mind the Object #1 from Beckmans College of Design on Vimeo.

In 2011 for "20 designers at Biologiska", Frederick Färg and Emma Marga Blanche invited nearly two dozen other young talents to display their work in and around the dioramas in the city’s 118-year-old natural history museum. The pair worked with museum directors to install clay clocks, massive glass eyeballs, and aqueduct-like bookshelves among the taxidermied walruses and sea birds, and the stunning results celebrate both the old and the new.

I love the effort and creativity that have been allocated towards building brand Scandinavia as the producer of some of the best design worldwide.

Creative Director 2.0 | From Lee Clow to Justin Timberlake

2013-02-12T13:32:00.001-08:00

There used to be a time when a Creative Director looked like this:

Creative Directors Marcelo Serpa, Dan Weiden, Nick Gill and Lee Clow

And collaborated in building brands like this:

Lately, creative directors look like this:

The new creative directors: Justin Timberlake, Alicia Keys, Lady Gaga, Victoria Beckham and Marc Jacobs

And they 'build brands' like this:

Yes. Justin Timberlake has been appointed creative director for Bud Light Platinum, Alicia Keys creative director for Blackberry, Lady Gaga for Polaroid, Posh for Range Rover and Marc Jacobs for Coke Light among others.

What makes brands believe that because these celebrities are great music and fashion icons, they will be able to build their brands?
When did it become outdated to endorse a brand the way that Michael Jordan endorsed Nike? Is the 'creative director' title a real position, or is it just a way to attract media attention and latch on to the latest trends?

Building a consumer brand is craft that takes dedication and passion. It is a very different process from building a personal brand. A creative director needs to be committed to it as a full time job listening to what people think, what the product represents, and who it is talking to. This leads me to believe that this new generation of creative directors is just a fad that could take a considerable toll on the brands they are claiming to build.

What do you think? Do you believe these celebrities will be able to do something more than endorsing the brands they 'direct'?

Three ideas that will make you smile | Guerrilla Design Week

2013-02-10T10:42:00.001-08:00

Idea#1

Meet Tobias Gutmann. He is 'an illustrator, storyteller, artist and sometimes a graphic designer, but mostly a nice guy', as described on his website. He created the Face-o-Mat whose patented technology creates a portrait of the user. And yes, it's made out of pure cardboard and creativity.

Photos: http://tobiasgutmann.tumblr.com/

Idea#2

We could all use better design in our lives, and Erik Olevsson (below) is here to help. He graduated from design school last year, and ever since he has been touring Sweden looking for work on his own terms, and with the people he likes. His pop-up business offers everything from designing logos to printing menus for local businesses. He's equipped with everything he needs, and the van serves both as his home and studio.

Meet David. Photo: http://popupcity.net

The Design Buss becomes a music stage from time to time. Photo: http://www.eriksdesignbuss.se

Idea#3

Are you an expert sewer, or programmer? The fun part about knowing how to do something is being able to share it with others. That's the raison d'être behind HowDo.

'HowDo is a great new way to show how you do stuff in the real world. Take a photo, grab a sound and share a HowDo with your friends. We all stumble upon things we're awesome at, like eating crayfish Swedish style, making a hovercraft or fixing a squeaky door. On HowDo you can capture your discoveries, follow people, create a collection of your loved HowDos and find inspiration.

These are thought provoking ideas that were brought together by Jonna Dagliden and Josefin Vargö during the Guerilla Design and Art Week in Stockholm. Read more about it here.

The Seven Wonders of Selfridges | No Noise

2013-01-20T09:23:00.003-08:00

Pictures from http://www.selfridges.com

In the last couple of days there has been a lot of noise around the 'No Noise' campaign for Selfridges. As I was researching it, I came across a fascinating man with a surprising history. Meet Harry Gordon Selfridge, an innate American marketer who transformed the English shopping experience from a chore into a fun adventure. These are 7 reasons why he was a genius, or, as I'd like to call them, The Seven Wonders of Selfridges.

Wonder no. 1- While he was working at Marshall Field, he was the first to promote Christmas sales with the phrase "Only___ Shopping Days Until Christmas", which as you might have noticed, was quickly picked up by retailers in other markets.

Wonder no. 2 - He created the phrase "The Customer is always right". I'm sure you've heard that one before.

Wonder no. 3 - Have you noticed that the perfume and cosmetic departments of big stores are usually on the ground floor? It's nice to begin your shopping journey with a mix of premium smells. Guess who was the first store to do this? Today Selfridges is home to the largest beauty hall in the world.

Picture from http://www.selfridges.com

Wonder no. 4 - Even though Coca-cola was introduced in 1886, Brits weren't able to experience its taste locally until 1922 when Selfridges became one of the first stores to stock it.

Wonder no. 5 - In 1909, when Louis Bieriot became the first aviator to fly over water, his plane was put on display at Selfridges for four days, drawing crowds of more than 150,000 people.

Picture from http://www.selfridges.com

Wonder no. 6 - Mr Selfridge created visual story-telling through window displays, which has been a pretty popular idea ever since.

Picture from: http://www.selfridges.com

Wonder no. 7 - In 1909, the original Selfridges store had a Silence Room with soft lights, and comfortable chairs where shoppers could 'retire from the whirl of bargains and build up of energy'. This concept has been revived in the latest 'No Noise' campaign where the power of quiet is being
celebrated.

I love the fact that Mr Selfridges' ideas from the past are being revived, yet I don't believe that Mr. Selfridge would be proud of how it has been carried out. There's just too much noise around it, which makes it just another advertising campaign. It's not something that will be remembered for decades to come, like the rest of initiatives in the list.

Still, I do admire the power of Selfridges in being able to get iconic brands on board by asking them not to brand their products. I would love to get one of those Marmite brandless jars...

What do you think? Do you consider it a good campaign?

Funny Fact- Mr Selfridge also managed to get the privilege of having number "1" as its companies' phone number, so to call Selfridge's operators, people just needed to dial 1.

Help Remedies | Pop-up store

2012-11-20T12:48:00.004-08:00

If you want to build a great product, find a space where people experience anxiety and come up with a way to delight them. Help Remedies was probably created with this principle in mind in a time when most pharmaceutical products were focusing on doing the extra-dupra-forte versions of their medicines.

Visually and verbally, this brand speaks to your heart in the moment when you are the most vulnerable. They also find a way to make you feel good for choosing their products over the others. They are actually here to 'Help'.

They just opened their first pop-up store in Washington DC, and the design couldn't be more brilliant, plus the post-election/hurricane timing couldn't be better.
Enjoy the images below, and have a great week.

Images from Creativity-Online

If you want to see more detailed images of this great product, click here.

Cask of Dreams | Glenfiddich 2012

2012-11-05T13:31:00.001-08:00

One of the greatest things about human beings is that we are able to dream. We all look forward to something. That's part of what keeps us going. One day I will study marketing. One day I will work for great brands. One day I will write a blog about branding. One day I will visit Scotland. One day I will... All those 'one day I wills" are what bring us to this moment.

In celebration for its 125th anniversary, Glenfiddich has been collecting the 'One Day I will's' from hundreds of people on whiskey casks through the United States, Canada and now the Nordics. The casks have been rolling through the main streets of these countries filling up with the energy of dreams.

The signed casks are brought back to the Glenfiddich distillery and filled with 14 year old whiskey. Then they are left to rest for a few months before the release of this limited edition.

Check out this video of what they did in Seattle.

Last week I went to Scotland and visited the Glenfiddich Distillery. It was a wonderful experience. If you are ever in Dufftown, you need to go. The best part of it, was seeing the casks of dreams resting peacefully in their warehouse...

Endangered Species ® | Branding for good

2012-10-19T12:07:00.002-07:00

Coca-Cola ranks as the most valuable brand in the World. It is "a name that is more universally recognized than any other in the world", according to Interbrand.

Now let's think of these guys. You know their names. They were part of the books that you grew up with. They guarded your dreams when you were a child. Paintings of them hang on many walls.

They are highly endangered. Sadly enough no one has yet registered a trademark for them.

Their image has been used for profit billions of times all over the world. Isn't it just fair for them to finally get some royalties?

Imagine if all endangered species were part of a new 'Protected Brand' category at the International Trademark Association. Every time their image is reproduced for commercial purposes, one cent will go towards the preservation of their habitat.

If you believe in this idea help me spread it. Like, tweet, sign the petition and comment on this post. Together we could change their future. OUR future.

Monocle Magazine | Best of Brands

2012-10-11T04:33:00.004-07:00

The 'Best of Brands' series are profiles of some of the brands that I love the most.

On the 20th of October, a Monocle store will open in Toronto. I am devastated. I have dreamt of living in a city with a Monocle shop ever since I laid my eyes on this extraordinary specimen for the first time. Yet, as I moved to Stockholm almost a year ago I am 6,347 kilometers away from it. So sad. At least I am only 1,886 km from their London store *sigh*.

If you are not a Monocle subscriber, you might be really clueless about what I'm talking about, so now I'll share with you a bit of information on one of my favourite brands.

Monocle Magazine was founded in 2007 by Tyler Brûlé, who also created Wallpaper magazine in 1996. It is a lifestyle publication with news from all over the world. It is divided into 5 sections:
A- Affairs
B-Briefing
C-Culture
D- Design and Fashion
It has great journalists based all over the world, who report on very refreshing and unexpected subjects. The design is outstanding. You can't experience its magic online. The whole point is for you to have the physical magazine in your hands. They choose the right fonts, the perfect colours, wonderful paper and exquisite images.

Ads are a pleasure to look at, because they are specially crafted by the Monocle team to fit the magazine's style. The partnership and communication between Monocle and sponsors such as Lexus, Nissan, Rolex, Samsung and Hermes among others is so special that they must have one of the highest brand recalls among its readers. I usually hate ads in magazines. I never pay attention. But when it comes to Monocle it's so different. They are part of the experience.

This magazine is brilliant. Look at its logo. Smell it. Think of its name. Listen to their podcast and internet radio station. Visit one of their design stores in New York, London, Hong Kong, LA, Tokyo, and soon Toronto and Seoul. Attend one of their subscriber get togethers at the stores. Enfin. It's made with love.

In a time where most magazine publications are giving huge discounts on subscriptions, Monocle actually charges more: it costs $10 at newstands but $130 for a yearly subscription of 10 issues.

In exchange you get great customer care. I once ordered a map that arrived a bit damaged, and they immediately sent me another one to replace it. I've also changed my address 3 times in the last two years, and they always send me whatever issue I might have missed during the transition.

Check it out online, but if you really want a bit of the Monocle experience you need to buy the physical magazine or at least listen to Monocle 24, which is their internet radio station. This magazine is a real treat. It has proven that print, nor journalism are dead when done right. I hope you take the time to experience it. And if you are one of the lucky people that will be in Toronto on the 20th of October, here is the invitation to the store inauguration.

How Nike just did it (again) | Nike Flyknit

2012-09-25T10:05:00.000-07:00

You know you've seen them. They are the neon lights that moves across your tv when you watch soccer. They were a part of the attire of most of the cool athletes at the Olympics. They make you look down every time they pass you by in the street. Nike Flyknit. Impossible not to notice them.

But what's the big deal with those tennis shoes? Where do they come from?

When Martin Lotti was appointed Nike's global Creative Director for the 2012 Olympics he knew he was facing a big challenge; Nike wasn't sponsoring the Olympics. In order to get noticed, he needed to do something that hadn't been done before. What he needed was to put on a show.

His idea was to ask every member of the Team Nike across all the different federations to wear Nike's newest creation in an impossible to miss colour: Volt. This isn't only the coolest shoe Nike has ever come up with. It is also the most sustainable. The key differentiation of this product is its unmissable color, great design, and of course the element of repetition. If you watch sports, you can't miss it.

When you add up this to the "Find your greatness' campaign, you have one of the best marketing strategies ever created for the Olympics.

So voila! Nike did it again. Can you imagine the frustration of the Creative Director at Adidas? After spending so much money and sweat in sponsoring the Olympics, the brand that will be remembered is Nike. These brand interventions from Nike might become a big problem given that Adidas hasn't renewed its sponsorship deal for the 2016 Olympics. Obviously big bucks are needed to make these events a reality, yet Adidas seems to sleep on its laurels every time, thinking that having their logo everywhere will magically increase sales and share of market.

Poor Adidas.. this hasn't been their year. As of yesterday they were ordered to stop manufacturing their AdiZero Primeknit shoe, which was the direct competitor of Nike's Flyknit running shoe, for patent infringement.

The fact is that I see those shoes everywhere. I can tell you that I don't ever wear tennis-shoes unless I'm going to the gym, yet I want the pink ones. They look so good. The streets of Stockholm are a never ending runway and I've seen many people wearing them with dressy clothes and they are just awesome.

We will find you | Nestlé

2012-08-21T08:22:00.003-07:00

“Charlie Bucket is a poor boy living with his widowed mother and four grandparents in a dilapidated house in an industrial town. Charlie supplements the meager family income by delivering newspapers after school. One day he learns that the local candy maker, Nestle, has hidden six GPS trackers amongst their chocolate bars. Those who find these special trackers will win £10,000. Charlie finds a silver coin in a gutter and uses it to buy a Kit Kat. When Charlie opens the bar, he finds the GPS tracker. When he pulls the tab, an action team arrives to present him with the prize. And he lives happily ever after.”*

This is not Willy Wonka’s latest comeback. It's Nestle’s version of how it would be in today’s world. In their latest promotion, six people buying KitKat 4 Finger, KitKat Chunky, Aero Peppermint Medium and Yorkie Milk may find a Sat Nav device that will notify the company about their location. They will be tracked down, and receive a £10,000 prize.

There’s money, there’s chocolate, but there is no story behind the promotion. There is no magic. Willy Wonka and the chocolate factory made us dream, while Nestle is simply doing an average promotion using gps technology that aims to build short term sales, but doesn't do much for the brand long term.

Wouldn’t it be more interesting if instead of doing it for many different products, they focused on one in particular -- let’s say KitKat-- and created a Twitter account that sent tips about the location of the devices in riddles? This would allow the brand to show its personality and create a lasting link with the audience, instead of dying in the oblivion of average promotions. Each GPS device could have a different name that would be shared with a hashtag on each tweet related to it.

It would be pretty exciting to read an updates such as “So many people passing by. I just got tickled by a little boy that was begging his dad to take me home” #kitty.'

It's disappointing when brands use technology for technology’s sake. There is a big missed opportunity in this strategy, and a lot of money being spent. Sometimes being a big company with big budgets shrinks creativity.

*Willy Wonka text was taken from Wikipedia (http://en.wikipedia.org/wiki/Willy_Wonka_%26_the_Chocolate_Factory)

Best Job in the World | Procter & Gamble

2012-08-02T23:42:00.000-07:00

To continue with the Olympic mood from yesterday's post, I'm going to share with you an ad I saw for the first time a couple of months ago, yet keeps appearing in my life. Dan Weiden showed it in the Cannes Lions and Sir John Hegarty made fun of it for being a corny idea.

In a way he is right. It must have been pretty hard to sell it to the client. If you try to describe it with words, it's not that good. The beauty of it is in the execution.

I still can't figure out what is it about it. The music? The subtlety of the product placement? The wonderful direction from mexican Alejandro Gonzalez Iñarritu? Or is the fact that I cry every time I watch it?

Not sure. What I am sure of is that it will be remembered as one of the best ads ever created for Procter and Gamble. What do you think?

By the way, I just discovered through a friend that the song is "Divenire" from Ludovico Einaudi. If you liked the ad, you have to download it. It's magical.