Preview: Brand Appeal
Thoughts on advertising, branding, design, and technology.
Last Build Date: Sun, 05 Oct 2014 04:56:52 +0000
Porsche I Can
Wed, 22 Jul 2009 00:24:00 +0000
The impossible becomes possible(image)
To support its brand promise of impeccable craftsmanship and rich heritage in the racing and luxury car sector, Porsche is helping potential buyers feel what it's like to own and drive their cars.
The company has released a fantastic digital experience that literally puts their lineup in your world. The site is complete with beautiful videos and engaging copy. And, there is a 'Picture It' tool that can drop in one of their cars into any photo you upload.(image)
The entire site is well done and the 'Picture It' tool is a very simple and fun way for users to contextualize their decision in a personal way. However, the sharing of this seems to be a little outdated with email-only capabilities. Maybe this was intentional as the research could have shown their audience only shares via email attachments (just seems out of sync with no incorporation to share via social networks). Regardless, take a poke around. This one is pretty fun.(image)
Thu, 16 Jul 2009 20:02:00 +0000
Discovery Channel released this site and it honestly freaks me out (as was their intention I assume). It's not entirely clear as to what this is promoting (though it's obvious to me because I've watched Shark Week a few times). Check out this launch and see for yourself what it's like to be attacked by a shark!(image)
Summer Micro-site bummer
Sat, 11 Jul 2009 07:24:00 +0000
Pointer Footwear's Summer campaign not cutting it
The brand launched a digital campaign taking the form of a kaleidoscope (I guess to show the fun flair this brand portrays). I'll quickly say that this left me scratching my head a little. The micro-site isn't tied to any e-commerce platform and is purely visual fluff. Not only was I passively looking at this, but had I been interested in a pair of shoes–I couldn't even purchase there and then.
Directionally speaking I love the kaleidoscope style idea. However, the whole thing just feels a little too dry to me and left me wanting more. I really feel the brand here has done more harm than good. Pointer Footwear is known to have a passionate fashion following in their niche and I simply think this does nothing for it's fans (except maybe tick them off).
the Happy Soul Industry
Thu, 26 Mar 2009 22:35:00 +0000
Faith is perhaps the greatest motivatorRecently Steffan Postaer, Chairman and Chief Creative Officer of Euro RSCG Chicago, sent me a copy of his latest book. His new tome is titled the Happy Soul Industry and until it arrived in the mail, I was not sure what to expect (knowing only the title and not having time to do any prior research). Sure, I could have quickly dreamt of several themes the title might possibly support. However, I was cautious to hypothesize so quickly. After all, Postaer is a creative-type and well known for his fantastic work (among many other brands) on those "Curiously Strong Mints" of Altoids. I've been a fan of his work for some time now and I always enjoy the veracious posts he shares on his blog and elsewhere online. I couldn't wait to dig in to the pages of this book now. It's been a while since I have read anything good lately and I was hoping this might just change that.After reading only a few chapters I found myself entrenched! I quickly identified this novel to be something unlike anything else I have ever come across (especially pertaining to the ad business). The reason being? Well, because it's readily apparent that faith and a higher power drive the story line here. That's right, I'm talking about the Lord. Rarely (and sadly) is reference to God brought up in the context of advertising unless it's the denouncing of His name in profanity of some sort. "Excellent!" I thought to myself as I began the book. I'm an ad man by trade myself, and also a faithful believer in God. Not only was it cool to be reading another book around advertising, but this novel was peppered with a greater message–one of faith. I regularly discuss religion with friends and family and how it all relates in the context of my profession. Was God putting this book into my hands for a reason? Was their a new perspective on faith that He was trying to communicate with me? Whoops! I said "He" and in this book–heaven and other beliefs are not portrayed as we typically expect them to be. God in this story is a woman (beautiful of course and magnificently luminesce). The author perches the reader gently into the intro where we're faced with the sorrow God sees in our loss of faith. She informs an angel of this sad reality in the Garden of Eden. It's made clear that earthly obsessions and sin have pushed aside Her magnificent love and she wishes to regain peace and relationships with her children again. What's more is the proposition she exclaims to the angel to rectify the Church's connection to Her message and enduring care. God commands the angel to take to earth and select an advertising agency to enliven hope, encourage faith in Her, and promote all that is good.The book is filled with twists and stimulating drama each and every chapter. Although it's certainly not biblically accurate, it does an amazing job of inspiring parallel thoughts around God, the devil, and the morals that we live by. I think I even began to hear this song play out in my head when God's angel meets an intriguing women he can't somehow deny. You'll experience heady CEO's of the largest ad agencies vying for the business of an angel (disguised as an unruffled and mysterious executive), God's most vexing topic with the devil, and perhaps why even the greatest slogan of all doesn't suffice in advocation.Go and read this book![...]
H&M Lets You Swap Styles
Mon, 23 Mar 2009 15:35:00 +0000
Microsite helps sell new Spring collection(image)
The retailer as just launched a great new experience to preview its Spring fashion collection. Not only is the site visually intriguing (reminiscent of a catwalk which is fun), it's also strategically smart too! The mircrosite
integrates with the growing brand's Facebook page
(with an impressive 1,000,000 + fans) and allows every outfit to be commented on by its passionate followers. Even the animation that occurs when you swap outfits on the models is great (the clothes sort of disintegrate.) And, the slick feature
to try on the clothing to a virtual YOU is very cool too (complete with the ability
to upload a photo of your face to make it more accurate.)(image) Check out the site here!
Ogilvy Moto Work
Wed, 04 Mar 2009 14:37:00 +0000
Hong Kong Airport
This work is awesome and a fantastic example of how Mobile brings powerful contextual relevance unlike anything else.
(via Scott Seaborn
Skittles Taps The OPEN Web
Mon, 02 Mar 2009 14:46:00 +0000
Candy has flavorful social network tie-ins with new Website(image)
I just saw this new site for Skittles brand candy
. It's an interesting concept and a great example of true embrace of the OPEN Web
. I love how the brand has taken part of what others have been/are saying about the product and tied that into a small branded model here. It's apparent that the company really understands what 'brand' means and they have done a wonderful job at putting those dialogues together to help market their story.ADDED: @bmorrissey
has posted some great thoughts on the deeper strategies possibly at play here. I suggest you check it out! His comments on what this means for CPGs is spot on – brands pay attention!(image)
Fri, 27 Feb 2009 22:45:00 +0000
Fun is dangerous and it must stop
I just came across this. It may be old (i'm not sure), but dam is it good! Another one for Tostitos. The National Organization for Legislation against Fun, aka NOLAF
, wants you to stop smiling–seriously.(image)
This is just the laugh I needed to end the week. Fun stuff for Friday. Check it out! Thanks to @Going Jason
for pointing me to this.(image)
Samsung Gives Many Reasons
Wed, 18 Feb 2009 15:30:00 +0000
New Ultra Touch phone can be used for lots of things
I just came across this and while the microsite
isn't really that engaging, I did thoroughly enjoy the hilarious promo video
the brand created. The concept of alternative uses for the phone is very fun and certainly had me laughing. I'd like to see how far they continue these short videos or if it's a one-time sort of thing.
Info isn't made of Atoms
Mon, 16 Feb 2009 16:32:00 +0000
Don't confuse info with the form it takes
This is a short about the essence of Information and it's produced by the wonderful Maya Design
team. Check it out when you have a a few minutes. It does a great job of conveying that information isn't what we transcribe, it is the message.
So Much China, But So Little Choice.
Mon, 16 Feb 2009 14:23:00 +0000
Brides.com & Bloomingdale's Help Set the Table(image)
Brides.com released a new tool for brides to-be on it's website. The utility
helps couples select from a collection of dinnerware to add to their registry with Bloomingdale's.
The concept is strong and it's certainly a smart partnership that will probably do well. Speaking from my personal experience; when I was planning my wedding a few years ago with my wife, this was a tough challenge for us to put together, and visualizing everything as a unit was difficult to achieve (without laying out our picks across the floor at Bed Bath & Beyond.)
However, It seems to me that further opportunities to sell congruent products are missed here. What if instead it became an entire kitchen and entertainment idea-generator? You gotta serve up food to place on that china, right? Then lets suggest some beautiful cookware to make that meal. Desert and coffee after the main course? You bet! Recommend an awesome baking set or new mixer. And, bring the context of these objects into the couples environments. Help them to picture these things in their life. Start up their imaginations a little more. Sherwin-Williams did something along the same lines with their 'Color Visualizer.'
I think this genuinely fulfills a need, don't get me wrong. I'm simply saying that some or all the things mentioned above could make this effort even more appealing to brides. Anyone else have thoughts on this?(image)
Plug Into The Smart Grid
Tue, 03 Feb 2009 19:29:00 +0000
GE's New Campaign is a Beaut(image)
Not sure where to begin with this – it's so well done. GE released this new campaign
and it's chock-full of beauty. The art direction of the website is especially gorgeous and its got rich VO talent, beautiful 3D rendering, and the AWESOME Augmented reality feature integration.
The entire production is tied in well to the 'eco-tech' theme this brand exudes. Check this one out folks!
Miller Believes in Brevity
Mon, 26 Jan 2009 19:20:00 +0000
High Life does it honestly and concisely this upcoming Super Bowl.(image)
Last year around this time we saw Miller run their timely ad
following the permeated Bud Light commercial broadcast during Super Bowl breaks. This year, we can probably expect further efforts from Bud Light during game time, but it appears we can also bank on Miller to lead things in a new direction. That direction being a shorter and wittier punch to competitors like Budweiser with truth and good old common sense.
Miller High Life will continue its humorous campaign from years past with one simple premise in mind: keep it brief and keep it sensible
. The spots are available online at 1secondad.com
and they will soon air during game day. I have personally been a fan of this wonderful campaign since the debut and it will always be one of my personal favs. Here's to common sense – cheers!
Creativity is Center Stage
Thu, 22 Jan 2009 16:13:00 +0000
Promoters should take note of Red Bull's Competition
The ladies at Yabia
put a great post out on Red Bull's Get it on record competition
. They point out perfectly how the brand promoted itself and its participants righteously. I won't go into reiterating their spot-on analysis, but I do want to acknowledge the critical matter of Red Bull being the gateway for creativity vs. the scheming hero of the show. Well done.
Standardizing Mobile Barcodes
Thu, 15 Jan 2009 17:18:00 +0000
As Wild As The West Once WasI've been dabbling more and more in mobile recently and the marketing possibilities this powerful medium possess. Whether it's through a pitch for a campaign or through research in refining approach to branded content on smartphones – I'm certainly hooked on the opportunities that could-be with mobile as it is now and in the future. I'm obviously not the only one jazzed about all of this. Look around and your sure to see mobile media consumption in the US strengthening (it has been very quickly over the last few years.) Old news you say? Indeed. But the associated technologies that empower the medium of mobile is what is lacking corralling in my opinion, and it's as cowboy as the carrier and device control currently blurring mobile harmony (for content creators and consumers alike.)One specific thing I have begun to scratch my head about is around contextual interactions with a user's device. When this topic comes up, many digital marketers begin to think about social technologies and in particular, mobile barcoding. There is no doubt that creative abundance exists with mobile devices and public usage of barcodes (especially within the retail and event sectors.) However, I've noticed that the technologies that currently exist are independent and require way too much thinking for consumers to adopt. Peter Evers feels my frustration with this as well. Many choices exist for barcode usage and some have even been successfully implemented by several brands already. Whether it's semacode, QR or Shotcodes it's got to get standardized if it's going to make it. Manufacturers are beginning to take responsibility for this so it puts less work in the hands of consumers and becomes native to the device itself. This is key and it's requiring that brands and mobile consumers not rely on proprietary readers. Some companies have even written applications to make contextual interactions easier for consumers. While this is great, it still puts the solution at the application level instead of at the native handset.I guess the point I'm trying to make is this: Let's adopt one of these barcodes and move on. There is money to be made with the possibilities here and until we pick a providing standard, we'll continue to lose out on richer connections with consumers and the relevant engagement they could be having with brands – this very moment. I'm happy to see manufacturers like Samsung making strides here and SnapTell developing device specific apps. As well as CamClic utilizing existing product barcodes. However, the company that quickly dominates what I feel will be an incredible necessity for mobile marketing's future, will surely take the cake (not to mention revolutionize how mobile interaction is defined.)[...]
Thu, 15 Jan 2009 17:10:00 +0000
Weather and Slow Traffic Helps Reveal Bad Type
I know it's not a direct post on a specific brand or campaign in the sense I usually talk on. However, I couldn't help but notice a hideous typographic site on my boring ride home
from the office last night as I sat in traffic due to the snow.(image)
While I was stuck on the freeway, I looked up to notice the ridiculous kerning between the characters of POLARIS (for the folks who are reading this outside of Columbus - Polaris is a thriving suburban area just outside the city.) It amazed me that such careless adornment was let go. Could the R, I and S be any farther apart? I can only hope that those in charge of designing this public space fought the area planners on proper placement of this signage type, but lost the battle for efficiency of character-to-section fastening (or whatever excuse allowed this to happen.)
Maybe I'm just too bored. Or, this snow is helping me to slow down and take notice of crappy type we're surrounded by everywhere.(image)
Beware of The Doghouse
Fri, 19 Dec 2008 18:57:00 +0000
JCPenney's Brilliant Holiday Campaign(image)
I can easily say that this is one of the most brilliant digital campaigns I've come across lately
. JCPenny has released their Beware of the Doghouse
campaign and man is it good!(image)
The concept here is a phrase all men are familiar with and that most women have applied to their male counterparts (I know I've been in there a time or two.) However, everyone has their own idea of what "The Doghouse" really is. To some it's sleeping on the couch for an entire week. To others it may be not receiving a home cooked meal usually prepared for them by their spouse or partner. Regardless, it's not good and no man wants to be in it
What's really fun with this idea is that it's symbolic of the feeling of it
and that's what is leverage in this holiday campaign. Penny's has empowered women this holiday to remind their men of the repercussions with bad gifting and ensured that attentive men realize the hope in their release is only a gift away. Well done!