“Millennials are often portrayed as apathetic, disinterested, tuned out and selfish. None of those adjectives describe the Millennials I’ve been privileged to meet and work with.” ~ Chelsea Clinton April 12, 2013
“You can only get people accepting you at face value if you build trust with them. We have also come to an age where brands are no longer dictated by a single strategy, as every audience member that is in contact with the brand thinks they have some influence over it. So, how do we create change in an era that also demands collaboration and humanism?
At the end of the day, people are not numbers—and organizations need to have a proper relationship with every person that they touch. This is why we find it so important to understand not only an organization’s vision, but its values. To know at the core the real identity of the organization, in order to help build its awareness and create positive associations.
And to have an impact on the strategy, finding ways to create a better world, together.” ~ Jack Yan: director, MBC, Publisher Lucire, the global fashion magazine,2013 Mayoral Candidate, Wellington, New Zealand
Levi’s Ballet Commercial (South Korea)
Sir David Ogilvy who is often branded as the father of modern advertising authored the book: “Confessions Of An Advertising Man”
“Unless your advertising contains a Big Idea, it will pass like a ship in the night.. Advertising should be true, credible and pleasant. People do not buy from bad-mannered liars.”
Over the past few weeks, I’ve been reminded of different quotes and musings from Mr. Ogilvy. While, I’m not sure which agency created the long form Levi’s spot.. it reminds me of the essence, and purpose of advertising. Years ago, I had a pitch which we actually won .. and wrote the goals of advertising and branding. It seems to be for most of my professional life, my mantra has been: branding is a didactic medium, used to educate via:
- Uplifting Humanity
- Entertaining The Audience
- Creating Sales
VitalSmarts surveyed 2,698 people and discovered that most of us are (allegedly) a lot less palatable on platforms such as Twitter and Facebook than we are in “real” life.
VitalSmarts’ Joseph Grenny, co-author of Crucial Conversations, says “that tensions often arise and go unresolved in part because online conversations provide a unique set of challenges that are seldom taken into consideration when people begin typing their frustrations. Social media platforms allow us to connect with others and strengthen relationships in ways that weren’t possible before. Social media platforms aren’t the problem, it’s how people are using them that is causing a degradation of dialogue that has potential to destroy our most meaningful personal relationships” says ~ Grenny.
Key takeaways from the survey
- 76 percent have witnessed an argument over social media
- 19 percent have decreased in-person contact with someone because of something they said online
- 81 percent say the difficult or emotionally charged conversations they have held over social media remain unresolved
- 88 percent believe people are less polite on social media than in person
The role of advertising in consumer emotion management by: Elyria Kemp,
University of New Orleans: My Bui, Loyola Marymount University
Sindy Chapa, Texas State University
So, what will your agency do to help uplift, entertain and create sales in an era that seems to beckon nice branding.. direct audience interaction, tangible and meaningful content?
It seems that the simplest form of innovation is to simply be nice, again. Of course that’s not fancy disruptive technology, nor nail in the coffin type of old school business modeling to reduce the competition to bankruptcy. It is pure and simple good business, sustainable humanistic business development.
FYI: The President has proposed $75B to fund high quality early education.
It’s weird to feel important sometimes
Kindergarten I’ve always been surprised how late Americans start school. They call the five-year-old class kindergarten. I started at 2½ and had to sit a bloody exam before then to get in—and that was kindergarten. From that point, I had homework every night.
Without a doubt, the most important American graphic designer to influence film editing, and title creation was Saul Bass. He was born on May 8, 1920, in the Bronx, New York.
Having studied his work, and its effects on 21st century culture.. including social media -GUI - graphic user interface design, there is a lot to write. (ws^)
But — today, enjoy this short tribute created by Google, and posted on their home page. A great link to his work here: Art Of The Title
Why Aren’t we Innovating?
A great little question.. and the bottomline, while everyone is searching for the next big thing, that big thing is the elephant in the room that nobody seems to embrace: culture.
- The most cost efficient means to drive innovative business modeling is by simply widening your corporate circle, and decreasing the silo effect.
Jack explains: “Many people don’t want to talk about these subjects but believe we all desire to do good. So, let’s find ways to overcome our boundaries. These are ideas that we work in to help brands, whether it’s about adapting a brand to a new market, or reaching more people within an existing one. We need to grasp how best we can bridge cultures properly in order to connect with audiences worldwide”
My buddy (MJ) recently sent me a Harvard Business School case study on innovation. Looking at the title, I wondered, what the heck does Miles Davis have to do with innovation in business? The short answer, is he continued to reinvent himself, as he reinvented the art of Jazz and music business. Still today, almost twenty years since his death, no jazz musician has sold more units then Miles, nor played to larger audiences.
“In a new business case (2009), HBS professor Robert D. Austin and Carl Størmer highlight the takeaways for thoughtful managers and executives from this story of creation and innovation. Rob Austin: We conceived the case to get at questions about how the creative process “detaches” from past successes enough to leap to new levels of success. In product development terms, you might call this something like “jumping to the next S-curve.”
Via Harvard Business School: “By the “S-curve” we mean the pattern that new innovations typically follow when they are introduced. At first a few people, early adopters, take them up and use them (the relatively flat bottom of the S). Then more people jump on board, and the take-up of the innovation accelerates (the steep middle of the S). Finally, the innovation starts to saturate the market, as everybody who wants one gets one, or every product in the category comes to include the innovation (the relatively flat top of the S).” you can read the full study here: Kind of Blue: Pushing Boundaries with Miles Davis”
Most people in the advertising and media communications feel immigration is simply a domestic issue of politics. However, that may be a surface view?
The Indian film industry reached revenues of more then $3.3 billion 2011, chased new technologies and its booming economic ecosystem may expand at the rate of 18 percent per year, as over 800 films are produced by Bollywood each year.
“Bollywood sold a total of 3.6 billion tickets and earned revenues (theater tickets, DVDs, television etc) of $1.3 billion, whereas Hollywood films sold just 2.6 billion tickets” via http://bollywoodcountry.com/factoids.php
- But stats alone don’t do justice to the facts; Bollywood films are fueled by a much broader culture then those in India.
And, — China is on course to become the world’s largest economy “around 2016”, a survey by the Organisation for Economic Cooperation and Development (OECD) has forecast.
- Around half of Asian immigrants have a bachelor’s degree or higher, compared to 13% of Hispanics, according to the report. One-third of China’s high net worth population already has overseas assets, and their average age is 42.
- “Half of China’s millionaires want to leave” ~ 2011 China Private Wealth Management White Paper
Between the 2000 Census and 2010 USA Census, the number of people identifying as Asian or Asian plus another race rose 45.6%, yielding a total of 17.3 million people. The U.S. population as a whole grew by 9.7%. Correspondingly, people of Asian origin/ or of Mixed-Asian legacy( HAPA), have become the fastest growing segment of diversity. Meaning, all Asians aren’t from China, Japan, or India.
- Now, getting back to that one little question: Why Aren’t We Innovating?
In a global society, which implies this current social media era.. innovation comes from broader ideas and concepts that reach and impact a broader scale of humanity, globally. If in fact the corporate goal is to extend revenue, their must be a moral imperative attached, one that connotes real sustainable social driven enterprise.
These aren’t new ideas.. frankly, Jack has been writing, and lecturing on these same specific subject for a little over a decade. Kind of surprising coming from a man that is well under fifty.
Here, take a closer look, at what Jack wrote in 2001: “in the 21st century, there is a growing awareness of the honor and integrity behind the brands, given that they have become increasingly powerful. As corporations become more global the actions of its individuals become more important: misbehavior by the CEO or impolite service by a clerk are communicated with greater impetus via email and other media. Because of their intrusion into people’s lives, corporations have in many ways switched roles with nations, many of which have tried to reduce the size of their governments. Thus, audiences have become interested in the substance behind the facade.
The concern of the widening gap is then addressed by the market. This is not a pure economic model as advanced by Friedman and others, but one that is based around branding. The market or more correctly the audience will purchase because of the sincerity behind the brand and how the corporation behind it treats its workers. Since information is becoming easier to get, it is likely that the modern consumer is more knowledgeable.” http://jackyan.com/files/stuff-010502-globalist.shtml
What this all means is there must be a contextual aspect to all products and services, one that is [tangible], real and well communicated in the branding story. Moreover, I haven’t even touched upon the aspects of audience co-creation, its role on a global scale, and the impact of crowdsource, the hyper connected mobile world.
Interesting, I read recently there will be more mobile devices then people by the end of 2013. For all the fun fact and stats, continue here:
- Cisco’s major global mobile data traffic projections and growth trends. http://www.cisco.com/en/US/solutions/collateral/ns341/ns525/ns537/ns705/ns827/white_paper_c11-520862.html