New PAC-10 Logo
Jul 29th
The PAC-10 finally released its newly overhauled image. The new logo, which was designed to resemble a shield, exudes a feeling of strength and aggression. That emotion of aggression is delicately counterbalanced with a sense of sleek, modern design, which gives the logo a polished look while still maintaining a sense of power and confidence.
The catalyst behind warrior-inspired design came from new PAC-10 commissioner Larry Scott’s desire to market the conference more aggressively on a national scale. “The common refrain I kept hearing was everyone recognized the excellence of the PAC-10 here on the West Coast but we don’t feel we get the respect we deserve nationally. It seemed to be a bit of an excuse and that the PAC-10, in my estimation, was very laid back and passive in terms of how it went about telling its story and promoting itself.”
The PAC-10 now has a new look, and officials say the conference will soon have a new name: PAC-12. So don’t get too attached to the new logo as an updated version will likely be coming very soon. Stay tuned…
Old Spice – follow-up
Jul 24th
In an earlier post I gave kudos to Old Spice for creating such an effective ad campaign (Wieden & Kennedy actually created the ad). The official “I’m on a horse” video has over 12.2 million views and growing. Additionally, new Old Spice spots occupied a record-setting four positions on the “Top 10 Viral Video Ad Campaigns Chart,” compiled by Visible Measures, an industry-tracking agency. Life is good for Old Spice, right?
Last week a good friend of mine emailed me an interesting article about this campaign. Although the ad has gone viral and millions of people have seen it, Old Spice has not seen an increase in sales. In fact, sales of “Red Zone After Hours Body Wash” have fallen by 7 percent in 2010, says WARC, another marketing tracking agency.
So what went wrong? Was this another case of an agency creating a “cool” campaign without objectives being properly aligned? Feminist blog Jezebel has a few theories, which offer a reason explanation as to why this ad failed with its ultimate goal: to sell the product. Here’s the abridged summary from MSNBC:
* “The funny ads actually gave the product embarrassing or negative connotations.
* The women who were supposed to buy the stuff for their supposedly smelly male significant others were either purchasing other soap products or, more likely, not buying body wash for their dudes at all.
* A lot of us are still going to forever associate it with our fathers (and grandfathers) and stay as far away as possible.”
Oh, well. I guess it’s back to the drawing board. Maybe the next $100M campaign will at least create a positive revenue boost…but maybe that’s asking too much, man.
Personal Branding – part 1
Jul 21st
Personal branding is arguably one of the most important elements of success in today’s business environment. Whether your interviewing for a job or trying to establish yourself as an “expert” within an area of interest, the personal brand that you have created, and continue to create, will play an integral role in achieving your desired outcomes.
In branding, as with many things, perception is reality. However, that perception has a root derivation: the aggregation of all that is YOU. For example, every time you interact with someone, you are “on stage” and effectively building your brand- for better or worse. There are no “days off” when you’re building your personal brand and each decision you make will have an impact on your brand. As such, you should always be cognizant of your actions and interactions as they all play a role in the make up of your brand.
I feel like I could write on this topic forever, but I’ll leave you with this quote by branding expert, Dave Buck:
“Your brand is a gateway to your true work. You know you are here to do something – to create something or help others in some way. The question is, how can you set up your life and work so that you can do it? The answer lies in your brand. When you create a compelling brand you attract people who want the promise of your brand – which you deliver.”
Social-ized!
Jul 21st
Social media has firm ingrained itself into nearly all aspects of our culture. As more and more people continue to turn to social media to communicate, businesses are also taking the plunge. For many companies, social media has been an outlet for which they can not only communicate directly with their customers, but it also gives them a platform to enhance the overall perception of their brand. Companies like Zappos.com exemplify how to successfully utilize social media.
With all the attention that social media continues to garner, many businesses feel them MUST have a presence within the social media world or they’re missing out on a golden opportunity. It’s true that, when used correctly, social media is an extremely powerful tool and has countless advantages. However, when not used properly, the repercussion could be catastrophic.
I have come across numerous companies that seem to be using social media as a new version of spam. Whether it’s numerous, unsolicited friend requests on Facebook, or blatant spam on Twitter by including @yourname in the message, these companies just don’t get it. Maybe their intention is to merely get eyes on their product, however, in most cases, they are simply pestering potential customers and damaging their brand’s reputation in the process. It’s really a double whammy: not only are those companies missing a great opportunity to engage their customers, but their also damaging new relationships. A true lose/lose for everyone involved.
Seattle’s Own
Jul 20th
EIGHTY4 FLY “LIKE PLANES” – Official Music Video .
Simply put- this song is great. It samples MIA’s “Paper Planes” and, after listening to it a few times, you cannot help but get the hook stuck in your head. The artist, Seattle’s own Eight4 Fly, personifies confidence and swagger, which adds to the track’s commercial appeal. I definitely look forward to seeing big things out of this guy in the near future.
Marketing the Old Spice way
Jul 19th
Engaging customers has become more difficult then ever and people are inundated with countless advertising message every day. However, the creative use of comedy seems to be working quite and Old Spice is the most recent brand to take advantage of this tactic. Following in the footsteps of Dos Equis’s “Most Interesting Man,” Old Spice has created their own version of “so-random-that-it’s-actually-quite-funny” ads.
The video above is in response to fan’s questions via twitter. As a marketer, this campaign is impressive, particularly the level of integration between television, online and social media. As a consumer I just can’t get enough of these ads. After all, who doesn’t want to laugh and be entertained? I can’t wait to see what they come up with next…
Jordan on Lebron
Jul 19th
Michael Jordan has weighed in on the LeBron James, Dwyane Wade and Chris Bosh “SuperFriends” team in Miami:
“There’s no way, with hindsight, I would’ve ever called up Larry, called up Magic and said, ‘Hey, look, let’s get together and play on one team,’ ” Jordan said after playing in a celebrity golf tournament in Nevada. “But that’s … things are different. I can’t say that’s a bad thing. It’s an opportunity these kids have today. In all honesty, I was trying to beat those guys.”
These comments from Jordan are definitely not surprising. He knows he’s the best ever, and comments like this will ensure that perception remains. Honestly, the only two people that are even in contention to detrone Jordan are Kobe and LeBron (I want to stress “contention” as they will likely never reach Jordan’s level, but none the less, they have the most realistic chance).
But how can you fault LeBron? He has been trying to win a title at Cleveland as “the man” for past seven years. It was pretty obviously that was never going to happen. Now, if the “new big three” can live up to the hype, LeBron will win numerous titles and will go down in history as one of the greatest ever. That’s a BIG “if.” I guess the old saying is true, “if you can’t beat ‘em, join ‘em,” and that exactly what LeBron did. The race to catch Jordan is on…
Best. Shoe. Ever.
Jul 16th
I grew up wearing Jordan’s. I can remember getting to Footlocker early so I could get my hands on the newest style on the day it was released. I still think my all-time favorite Jordan is the 4. About five years ago I got my hands on a pair of Mars Blackmon 4′s. I still haven’t worn them. I just can’t do it. The shoe is just so perfect that I can’t bear the thought of wearing them and scuffing them up. So, in the box they stay. A brand new, crisp pair of Jordan 4′s. Maybe someday I’ll break ‘em out when it’s sunny outside. Oh, wait, I live in Seattle. Never mind…
Locker time!
Jul 16th
Finally, Husky football is back! Although the team has been embarrassingly bad over the past few season (don’t remind me about the 0-12 year, I still have nightmares), this year’s team has an incredible about of buzz surrounding it and expectations have risen drastically. The catalyst behind the hype is Heisman-hopeful Jake Locker. Simply put- this guy is a stud- and he’ll be carrying the entire Husky nation on his back this year. Don’t worry, Jake. No pressure. Really. ESPN’s Mel Kiper Jr. repeatedly stays that Locker is, well, a lock to be the #1 pick in next year’s NFL draft. I think anything less that a bowl game appearance will be considered a failure. But hey, as long as we beat wsu, I’ll be a happy Husky! GO DAWGS!
Wiz of Oz… er, Seattle…
Jul 14th
WIZDOM & GRYNCH “GOT YA NUMB” – Official Music Video
A friend of mine, David Mazzeo (aka Wizdom), recently teamed up with established Seattle-based MC, Grynch. The track, “Got Ya Numb,” definitely has the sound of a hit. Although I think the sound is great, the video is outstanding. Give credit where credit’s due, and Jon and Phil over at CRIXPI have created a truly stunning video that could rival any video shown on MTV. Well done, fellas.
