Archive for the ‘marketing’ Category

Big brother is watching you – and serving ads

February 11, 2011 Leave a comment

Big brother is watching, or rather: collecting data.

Big Brother is watching you

Is it really harmful to be confronted with ads which are relevant to your online-personality? this is not a rethorical question. I honestly don’t know.

Categories: marketing

1984 Apple advertisement

February 10, 2011 Leave a comment

This commercial successfully made several points and addressed prejudices against “computers”

What is the theme, the message?

  • We empower individuals.
  • Standing up for individualism.
  • There is an environment of danger, control, mistrust.
  • The crowd, the herd is not to be trusted.
  • The individual is to be trusted.
  • Solution, satisfaction lies within yourself.
  • It is Leni Riefenstahl’s (Wikipedia) propaganda movies reversed. (Did we learn from history?)
  • The individual is everything – the crowd nothing.

I see this in the context of the cold war, the conflict between the USA and the Soviet Union reaching its climax with President Ronald Reagan’s “Evil Empire” speaches (Wikipedia).

Categories: marketing

Can you transform a thought into a logline?

February 5, 2011 Leave a comment

I think it’s all about storytelling.

Storytelling is about a process. A movement from A to B. What is the process, what is the development?

Can you transform a thought into a process?

Can you transform a thought into the process that led to the thought?

To think is an adventure.

Can you live thinking as an adventure? Can you transform a thought into the adventure that lies behind it?


Categories: marketing

Three Steps to Heaven

January 9, 2011 Leave a comment
  1. Simple message with built-in forwarding formula
  2. Positive emotion
  3. Minimum of frontal lobe activity like language, appeals to thinking, rationaltiy
Categories: marketing, socmed

What is it that makes online-content successful?

January 9, 2011 Leave a comment

And what do I mean by “successful”? I mean – to be liked, to bring traffic, to be talked about. to be retweeted. I’m aware there are other criteria for success but I’m talking about this one now.

On my mind I have the Free Hugs Video. What is it that makes it tick? What does make it a traffic engine?

  • It is a simple idea, carried out simply in the video with a cardboard sign. It is expressed in 2 words “Free Hugs” – but it has a complex background.
  • It is emotional – ok: a hug is emotional, a gesture, almost a symbol. Plus: it is a positive emotion.
  • It is rooted in everyday life – shopping malls, we all know them, they look the same all over the world. It is performed by everyday people, like you and me, no makeup, no dresscode.
  • It contains a minimum of language. No talking head. In fact: I didn’t even listen to the lyrics of the song. The message involves a minimum of thinking, frontal lobe acitivity.
  • It is executed well. Quality of video and tone is excellent.
    Categories: marketing, socmed

    There is content that IS promotion and there is content that NEEDS promotion

    January 6, 2011 Leave a comment

    There is content that IS promotion and there is content that NEEDS promotion – which doesn’t say anything about its quality as such, just about its quality in relation to its share-ability on the web and in social media.

    “Content that is promotion” might be 2 things:

    • Those ads that take other content hostage and are blinking on the side of the thing that you REALLY want to see.
    • Or content that is promotional, yet a value for itself, “swimming by itself” as you might say. Like the Free Hugs Video.

    Do you want to create content that is promotion in itself?

    What would that content promote?

    Categories: marketing, socmed

    People move content that moves them

    January 6, 2011 Leave a comment

    People link to, talk about things that engage them. Their way of life, their problems, desires.

    Categories: marketing, socmed