tag:blogger.com,1999:blog-25284234130130266202024-02-20T18:47:26.012-05:00Brand Catharsis | Matt BradleyExploring the brands, memes, and trends we love (and hate) to consume.Unknownnoreply@blogger.comBlogger12125tag:blogger.com,1999:blog-2528423413013026620.post-71756003575010991222010-03-05T11:21:00.001-05:002012-02-06T20:48:21.993-05:00Who's Really Cashing-in on Fantasy Sports?<div style="text-align: left;">
<span class="Apple-style-span" style="font-family: arial;"><b><i><span class="Apple-style-span" style="font-size: small;">It's amazing that more attention isn't paid to the rise of online fantasy sports</span></i></b><span class="Apple-style-span" style="font-size: small;">. Today's marketing dollars aren't just shifting towards digital media, they're starting to flood social networking sites where user segmentation and data are practically spoon fed to marketers. But while video sites like Hulu and Youtube are reaping the benefits, there's still dozens of other networks that, for one reason or another, still aren't being tapped for their full potential. Case in point, fantasy sports.</span></span></div>
<span class="Apple-style-span" style="font-family: arial;"><span class="Apple-style-span" style="font-size: small;"><br /></span></span><span style="font-weight: bold;"><span class="Apple-style-span" style="font-family: arial;"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-style-span" style="color: #00cccc;">Industry Overview</span></span></span></span><span class="Apple-style-span" style="font-family: arial;"><span class="Apple-style-span" style="font-size: small;"><br /><br />According to the Fantasy Sports Trade Association [FSTA], the industry generates around $1 Billion in annual revenue, on everything from branded content to subscription fees. And when you include the sports, media, and retail stakeholders that also benefit from fantasy participation, some estimate the industry's influence at around $4 Billion. Considering the steady rise in online participation, these stats don't seem too far fetched.</span></span><a href="http://www.reuters.com/article/sportsNews/idUSTRE48O02L20080925?pageNumber=2&virtualBrandChannel=0" style="color: #0b5394;"><span class="Apple-style-span" style="font-family: arial;"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-style-span">Some sem<span style="background-color: blue;"></span>i-recent numbers</span></span></span></a><span class="Apple-style-span" style="font-family: arial;"><span class="Apple-style-span" style="font-size: small;"> suggest that over 27 million people in the US (11% of the population) have taken part in some kind of fantasy sports league - and there's no shortage of Millennial males in that number. In fact, my friends and I just drafted our teams for "Live Free or Slide," a 14-team fantasy baseball league on </span></span><a href="http://sports.yahoo.com/fantasy" style="color: #0b5394;"><span class="Apple-style-span" style="font-family: arial;"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-style-span">Yahoo! Sports</span></span></span></a><span class="Apple-style-span" style="font-family: arial;"><span class="Apple-style-span" style="font-size: small;">. With team names like "Morning Millwood" and "Designated Twitters," you can assume the league is pretty casual (despite the $20 buy-in). But for advertisers trying to reach this male demographic, the payoffs of fantasty baseball could be absolutely phenomenal - when played correctly. </span></span><br />
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<span class="Apple-style-span" style="font-family: arial;"><b><span class="Apple-style-span" style="font-size: small;"><span class="Apple-style-span" style="color: #00cccc;">The Industry's Players</span></span></b><span class="Apple-style-span" style="font-size: small;"><br /><br />As the</span></span><span style="font-style: italic;"><span style="font-style: italic;"><span class="Apple-style-span" style="font-family: arial;"><span class="Apple-style-span" style="font-size: small;"><span style="font-style: italic;"></span></span></span></span></span><span class="Apple-style-span" style="font-family: arial;"><span class="Apple-style-span" style="font-size: small;"> industry market leader, Yahoo seems to appreciate the potential of fantasy sports. </span></span><span style="font-style: italic;"><span class="Apple-style-span" style="font-family: arial;"><span class="Apple-style-span" style="font-size: small;">Fast Company</span></span></span><span class="Apple-style-span" style="font-family: arial;"><span class="Apple-style-span" style="font-size: small;"> notes that online sports content is a "gold mine" because it's consumed largely by </span></span><span class="Apple-style-span" style="font-family: arial;"><span class="Apple-style-span" style="font-size: small;">"the highly desirable demographic of men between the ages of 25 and 49." According to the article, it's the ad revenue that Yahoo is after; online sports content could generate as much as $1.1 billion by 2011.</span></span><br />
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<span class="Apple-style-span" style="font-size: small;"><span class="Apple-style-span" style="font-family: arial;"></span></span><span style="font-style: italic;"><span class="Apple-style-span" style="font-family: arial;"><span class="Apple-style-span" style="font-style: normal;"><span class="Apple-style-span" style="font-size: small;"><b><span class="Apple-style-span" style="color: #00cccc;">Update: March, 2010</span></b></span></span></span></span></div>
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<span style="font-style: italic;"><span class="Apple-style-span" style="font-family: arial;"><span class="Apple-style-span" style="font-style: normal;"><span class="Apple-style-span" style="font-size: small;">Since beginning this post in March 2009, it seems like more and more marketers are catching on. Of course, while Yahoo! Sports is still the 800 lb gorilla in the fantasy sports arena, sports fans will probably recognize some other examples:</span></span><span class="Apple-style-span" style="font-size: small;"><br /></span><b style="color: #073763;"><a href="http://www.cbssports.com/fantasy"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-style-span">CBS Sports</span></span></a></b><b><span class="Apple-style-span" style="font-style: normal;"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-style-span" style="color: #ffcc99;">:</span> </span><span class="Apple-style-span" style="font-weight: normal;"><span class="Apple-style-span" style="font-size: small;">The popular choice for NCAA college basketball stats and brackets Notably, they have a March Madness Facebook app that lets users to compare their bracket picks with other friends in the pool. </span></span></span></b></span></span></div>
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<span style="font-style: italic;"><span class="Apple-style-span" style="font-family: arial;"><b><span class="Apple-style-span" style="font-style: normal;"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-style-span" style="font-weight: normal;"></span></span><a href="http://games.espn.go.com/frontpage" style="color: #0b5394;"><i><span class="Apple-style-span" style="font-size: small;"><span class="Apple-style-span">ESPN</span></span></i></a><span class="Apple-style-span" style="font-size: small;"><span class="Apple-style-span" style="color: #ffcc99;">:</span> </span><span class="Apple-style-span" style="font-weight: normal;"><span class="Apple-style-span" style="font-size: small;">The self-proclaimed "Worldwide Leader in Sports" no doubt has the revenue and media resources to take over the fantasy sports world from Yahoo. But because it came late to the party, it needs to do something that really sets it apart. Having never used the ESPN site, I can't comment either way. If you've used ESPN fantasy before, feel free to leave a comment below and let me know what you think.</span></span></span></b></span></span></div>
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<span style="font-style: italic;"><span class="Apple-style-span" style="font-family: arial;"><b><span class="Apple-style-span" style="font-style: normal;"><i style="color: #073763;"><a href="http://www.nfl.com/fantasy"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-style-span">NFL</span></span></a></i><span class="Apple-style-span" style="font-weight: normal;"><span class="Apple-style-span" style="font-size: small;">: If you're a football fan, you've probably seen the big push to drive site traffic - the tagline "If you want the NFL, goto the NFL." Once again, I have absolutely no idea what kind of advantages their setup might offer over Yahoo's. But, as is the case with ESPN, the NFL is just too late to the game.</span></span></span></b></span></span></div>
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<span style="font-style: italic;"><span class="Apple-style-span" style="font-family: arial;"><span class="Apple-style-span" style="font-style: normal;"><b><span class="Apple-style-span" style="font-size: small;"><span class="Apple-style-span" style="color: #00cccc;">Why Fans and Marketers Love Fantasy Sports</span></span></b></span></span></span></div>
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<span style="font-style: italic;"><span class="Apple-style-span" style="font-family: arial;"><b><span class="Apple-style-span" style="font-size: small;"><span class="Apple-style-span" style="font-weight: normal;"></span></span></b><span class="Apple-style-span" style="font-style: normal;"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-style-span" style="font-family: Georgia,serif;"></span></span></span></span></span></div>
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<span class="Apple-style-span" style="font-family: arial;"><span class="Apple-style-span" style="font-size: small;"><b>Consumer Engagement</b> is the key to understanding the value of Fantasy Sports - for everyone involved. </span><a href="http://rollingondubs.blogspot.com/2008/02/da-na-na-da-na-na.html" style="color: #073763;"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-style-span">In a blog post about ESPN</span></span></a><span class="Apple-style-span" style="font-size: small;">, a former ad-bro of mine called the network: </span><span class="Apple-style-span" style="font-family: Georgia,serif; line-height: 20px;"><span class="Apple-style-span" style="font-size: small;">a hyped-up, overwritten, Emmy-winning gossip show for men"</span><span class="Apple-style-span" style="font-family: arial; line-height: normal;"><span class="Apple-style-span" style="font-size: small;"> about "</span><span class="Apple-style-span" style="font-family: Georgia,serif; line-height: 20px;"><span class="Apple-style-span" style="font-size: small;">the oldest, most original reality show there is: Professional sports." </span><span class="Apple-style-span" style="font-family: arial; line-height: normal;"><span class="Apple-style-span" style="font-family: Georgia,serif; line-height: 20px;"><span class="Apple-style-span" style="font-family: arial; line-height: normal;"><span class="Apple-style-span" style="font-size: small;">And here's the thing - he's completely spot on. As ESPN and the NFL Network continue to process professional sports into digestible, pre-packaged narratives, fans across the country get more and more involved into story-lines that never used to matter. In an </span><a href="http://sports.espn.go.com/espn/page2/story?page=klosterman/091019" style="color: #073763;"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-style-span">excerpt from Eating the Dinosaur</span></span></a><span class="Apple-style-span" style="font-size: small;">, Chuck Klosterman says: </span></span></span></span></span></span></span></span></div>
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<span class="Apple-style-span" style="font-family: arial;"><span class="Apple-style-span" style="font-family: Georgia,serif; line-height: 20px;"><span class="Apple-style-span" style="font-family: arial; line-height: normal;"><span class="Apple-style-span" style="font-family: Georgia,serif; line-height: 20px;"><span class="Apple-style-span" style="font-family: arial; line-height: normal;"><span class="Apple-style-span" style="font-family: Georgia,serif; line-height: 20px;"><span class="Apple-style-span" style="font-family: arial; line-height: normal;"><span class="Apple-style-span" style="font-family: Verdana,Arial,Helvetica,sans-serif; line-height: 17px;"></span></span></span></span></span></span></span></span><br />
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<span class="Apple-style-span" style="font-family: arial;"><span class="Apple-style-span" style="font-family: Georgia,serif; line-height: 20px;"><span class="Apple-style-span" style="font-family: arial; line-height: normal;"><span class="Apple-style-span" style="font-family: Georgia,serif; line-height: 20px;"><span class="Apple-style-span" style="font-family: arial; line-height: normal;"><span class="Apple-style-span" style="font-family: Georgia,serif; line-height: 20px;"><span class="Apple-style-span" style="font-family: arial; line-height: normal;"><span class="Apple-style-span" style="font-family: Verdana,Arial,Helvetica,sans-serif; line-height: 17px;"><b><span class="Apple-style-span" style="font-size: small;">In essence, the NFL Network works exactly like FOX News: It stays on message and invents talking points for its core constituency to absorb. If Donovan McNabb is temporarily benched for Kevin Kolb during week ten of the season, that decision is turned into a collection of questions for football people to ponder until Sunday. How will McNabb react? Is his career at a crossroads? Has Eagles coach Andy Reid lost control of his offense? How will this impact your fantasy team? These are the ideas football fans are supposed to talk about during the run-up to week eleven, and the NFL Network ensures that those debates will be part of the public discourse.</span></b></span></span></span></span></span></span></span></span></blockquote>
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<span class="Apple-style-span" style="font-family: arial;"><span class="Apple-style-span" style="font-family: Georgia,serif; line-height: 20px;"><span class="Apple-style-span" style="font-family: arial; line-height: normal;"><span class="Apple-style-span" style="font-family: Georgia,serif; line-height: 20px;"><span class="Apple-style-span" style="font-family: arial; line-height: normal;"><span class="Apple-style-span" style="font-family: Georgia,serif; line-height: 20px;"><span class="Apple-style-span" style="font-family: arial; line-height: normal;"><span class="Apple-style-span" style="font-family: Verdana,Arial,Helvetica,sans-serif; line-height: 17px;"><b><span class="Apple-style-span" style="font-weight: normal;"></span></b></span></span></span></span></span></span></span></span><br />
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<span class="Apple-style-span" style="font-family: arial;"><span class="Apple-style-span" style="font-style: italic;"><span class="Apple-style-span" style="font-style: normal;"><span class="Apple-style-span" style="font-size: small;">(</span></span><span class="Apple-style-span" style="font-size: small;">It's also worth pointing out that J.Dubs' ESPN insights came along before Klosterman's</span><span class="Apple-style-span" style="font-style: normal;"><span class="Apple-style-span" style="font-size: small;">).</span></span></span></span></div>
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<span class="Apple-style-span" style="font-family: arial;"><span class="Apple-style-span" style="font-style: italic;"><span class="Apple-style-span" style="font-style: normal;"><span class="Apple-style-span" style="font-size: small;"><br /></span></span></span></span></div>
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<span class="Apple-style-span" style="font-family: arial;"><span class="Apple-style-span" style="font-style: italic;"><span class="Apple-style-span" style="font-style: normal;"><span class="Apple-style-span" style="font-size: small;">But this is exactly the point. Avid sports fans gobble up this male-equivalent of TMZ Gossip because outlets like ESPN and the NFL Network have made it part of our discourse. And with the rise of fantasy sports, these narratives seem to have become <i>more</i> essential. In the good old days, we only had to care about </span></span><span class="Apple-style-span" style="font-size: small;">our </span></span><b style="color: #073763;"><span class="Apple-style-span" style="font-size: small;"><a href="http://i74.photobucket.com/albums/i241/curlfro/no.png"><span class="Apple-style-span">Home Team</span></a></span></b><span class="Apple-style-span" style="font-size: small;">. But thanks to fantasy sports, fan engagement has blown through the roof. Now, I not only have to keep tabs on the Red Sox, but also the dozen+ players on my </span><b><span class="Apple-style-span" style="font-size: small;">Fantasy Team</span></b><span class="Apple-style-span" style="font-size: small;"> spread throughout countless MLB divisions. </span></span></div>
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<span class="Apple-style-span" style="font-family: arial;"><span class="Apple-style-span" style="font-size: small;">Red Sox games used to be the only ones that mattered. But all of a sudden, I find myself watching games because I want to see if my closer Joe Nathan (Twins) gets the save or Nyjer Morgan (Nationals) gets another stolen base. These are NL players that <i><b>never</b></i> mattered to me - but that was before I drafted them. Their success is the key to mine. Thanks to fantasy sports, the MLB suddenly has fans from around the country viewing <i>more games</i>.<i> </i>I mean, if it weren't for all those managers with Nyjer Morgan on their squads, who else would be watching a brutal Nat's games? Surely not the <a href="http://www.thedailyshow.com/watch/mon-march-1-2010/senate-after-dark" style="color: #073763;"><span class="Apple-style-span">folks on The Hill</span></a>.</span></span></div>
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<span class="Apple-style-span" style="font-family: arial;"><span class="Apple-style-span" style="font-size: small;">Fantasy Sports adds a whole new level of engagement to professional sports - and marketers are finally beginning to understand that. ESPN lists fantasy stats on TV. Rotowire syndicates their fantasy data online. The NFL pushes its viewers to NFL.com for research. If people are eating this crap up, they might as well make money off it. And as marketers get a little more creative on how to monetize digital content, we'll see even more resources chasing that potential revenue - and why not? Everybody wins.</span></span></div>
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<span class="Apple-style-span" style="font-family: arial;"><span class="Apple-style-span" style="font-size: small;"><b>~ Marketers generate sponsorship and ad revenue. </b></span></span></div>
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<span class="Apple-style-span" style="font-family: arial;"><span class="Apple-style-span" style="font-size: small;"><b>~ The MLB finally becomes more </b><i><b>essential</b></i><b> to its fans. </b></span></span></div>
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<span class="Apple-style-span" style="font-family: arial;"><span class="Apple-style-span" style="font-size: small;"><b>~ Sports bros have more gossip to obsess over. </b></span></span></div>
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<span class="Apple-style-span" style="font-family: arial;"><span class="Apple-style-span" style="font-size: small;"><b>Seriously, everybody wins.</b></span></span></div>
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<span class="Apple-style-span" style="font-family: arial;"><span class="Apple-style-span" style="font-size: small;">And while I use baseball as an example, this exact same phenomenon takes place during football and basketball seasons as well. Personally, I'm even more obsessed during the NFL season. Ask me how badly I hate Jay Cutler right now. I dare you: <span class="Apple-style-span" style="color: #073763; font-family: Georgia,serif;"><a href="http://www.youtube.com/watch?v=LXLq1Vy4llw"><span class="Apple-style-span">http://www.youtube.com/watch?v=LXLq1Vy4llw</span></a></span></span></span></div>
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<span class="Apple-style-span" style="font-family: arial;"><span class="Apple-style-span" style="font-size: small;">What do you think about the growth of fantasy sports? The leagues - the Resources - the Gossip and conversation surrounding it? Are fantasy sports only beginning to hit their stride?</span></span></div>
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<span class="Apple-style-span" style="font-family: arial;"><span class="Apple-style-span" style="font-size: small;">What about the battle for market share? do you think any site can overtake Yahoo! Sports?</span></span></div>
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<span class="Apple-style-span" style="font-family: arial;"><span class="Apple-style-span" style="font-size: small;">Hit Me.</span></span></div>
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<span class="Apple-style-span" style="font-family: arial;"><span class="Apple-style-span" style="font-size: small;">------------------------------------------</span></span></div>
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<span style="font-style: italic;"><span class="Apple-style-span" style="font-family: arial;"><span class="Apple-style-span" style="font-style: normal;"><span class="Apple-style-span" style="font-size: small;"><i><b><span class="Apple-style-span" style="color: #00cccc;">Want some Bonus Reading?</span></b></i></span></span></span></span></div>
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<span class="Apple-style-span" style="font-family: arial;"><span class="Apple-style-span" style="font-size: small;"><a href="http://money.cnn.com/2006/08/11/news/companies/fantasyfootball/"><span class="Apple-style-span">http://money.cnn.com/2006/08/11/news/companies/fantasyfootball/</span></a></span></span></div>
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<span class="Apple-style-span" style="font-family: arial;"><span class="Apple-style-span" style="font-size: small;"><a href="http://www.reuters.com/article/idUSTRE48O02L20080925?pageNumber=3&virtualBrandChannel=0"><span class="Apple-style-span">http://www.reuters.com/article/sportsNews/...</span></a><span class="Apple-style-span"><br /></span><a href="http://abcnews.go.com/Sports/story?id=4559683&page=1"><span class="Apple-style-span">http://www.abcnews.go.com/Sports/Story?id=4559683&page=2</span></a></span></span></div>
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<span class="Apple-style-span" style="font-family: arial;"><a href="http://rollingondubs.blogspot.com/2008/02/da-na-na-da-na-na.html"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-style-span">http://rollingondubs.blogspot.com/2008/02/da-na-na-da-na-na.html</span></span></a></span></div>
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</div>Unknownnoreply@blogger.com4tag:blogger.com,1999:blog-2528423413013026620.post-57324369247160235142009-03-11T15:23:00.027-04:002009-03-12T15:34:02.517-04:00Shouldn't We All Be on Match.com?Online dating used to carry a pretty significant stigma. Of course, so did sleeping with someone before marriage. Needless to say, our dating culture has changed, and so have the resources we use to do it. I think we all have a tendency to associate online relationships with perversion and <a href="http://graphics8.nytimes.com/images/2006/12/13/us/13justice.xlarge1.jpg">Dateline documentaries</a>. But given the depth and variety of our current web interactions, it seems illogical that a site like match.com isn't yet a gen-y staple. Let me explain. <br /><br />The average 20-something has a username on dozens of different sites - from ebay to <a href="http://www.someecards.com/">someecards.com</a>. Even further, a good number of those sites are social networks, designed to link millions of users together for various reasons. There's a social network for <span style="font-style: italic;">everything</span>:<br /><br /><span style="font-weight: bold;">Facebook/Myspace</span>: peer-driven social networking<br /><br /><span style="font-weight: bold;">Linkedin</span>: professional networking<br /><br /><span style="font-weight: bold;">Twitter</span>: real-time info and idea sharing<br /><br /><span style="font-weight: bold;">Blogger/Wordpress</span>: blogging<br /><br /><span style="font-weight: bold;">AIM/G-Cha</span>t: instant messenging<br /><br /><span style="font-weight: bold;">Youtube</span>: user-generated video<br /><br /><span style="font-weight: bold;">Yahoo/ESPN</span>: fantasy sports<br /><br />And these are just the major networks - other niche sites like Current (user-ranked media), Mashable (online media), DeviantArt (art), and even My.BarackObama are loaded with gen-y users who are at risk of exploding they're so goddamn connected.<br /><br />Now let's take it one step further. Social networks are founded on the idea that users want to share a little piece of themselves (or a huge, awkward piece) with the world. Across sites, it's true that the info, ideas, and media we share are all carefully chosen to reflect who we are. We upload our funniest videos and remove unflattering pictures. We wall-post some messages and privately send others. We let some users see our info, and block it from others.<br /><br />Every social network broadcasts a certain piece of who we are - or think we are. The only difference is who's listening.<br /><br />Facebook shows our social side, even when we're consumed with work.<br />Twitter shows our ideas and media tastes even when we don't tweet for days.<br />AIM and G-Chat show away messages even when we're long-gone.<br />Linkedin shows our professional profile, even when we're not job-hunting.<br /><br />Shouldn't Match.com show our relationship preferences...even when we're not looking?<br /><br />The fact is, flirting, courting, and relationships are a huge part of the 20-something lifestyle. Most of us spend a lot more time courting a significant other than we do job-hunting. Doesn't it make sense to create a profile that shows your softer, more romantic side? If everybody had online dating profiles, it help prevent the awkward combination of chatting and flirting that haunts facebook. Instead of initiating a creepy facebook poke, suitors could <span style="font-style: italic;">wink</span> through Match.com - a network <span style="font-style: italic;">designed</span> for courting. <br /><br />Already in a relationship? No problem, why not declare it through Match.com and show off all the commonalities you share with your significant other. Do you two only share 6 levels of compatibility? Uh oh, your friends will be the first to tell you that the relationship isn't going <span style="font-style: italic;">anywhere. </span><br /><br />Status Updates:<br /><br />Exploring? Click a green dot beside your profile name.<br />Not really looking? put a yellow one.<br />Taken? Add a red dot (and the person's name if you'd like).<br /><br /><span style="font-style: italic;">These features don't yet exist, but it doesn't mean they shouldn't.</span><br /><br />Whether we like it or not, online social networks reveal massive amounts of info about relationships, hook-ups, and break-ups. And, as these communities continue to grow in popularity (and features), we're becoming more and more comfortable sharing personal details. But facebook isn't the place to flirt and court - you can only learn so much about a person from their wall. <br /><br />We have online profiles for so many different parts of our lives - social, academic, professional, creative. But on top of jobs and social lives, we're also hoping to one day meet that <span style="font-style: italic;">special person</span> - so doesn't it make sense to join a dating network too?<br /><br />Great idea? Terrible idea? Already a member? Let me know.<br /><br />Hit Me.<br /><span style="font-style: italic;"></span>Unknownnoreply@blogger.com8tag:blogger.com,1999:blog-2528423413013026620.post-6104801798531908552009-02-22T20:49:00.045-05:002009-02-23T13:43:45.078-05:00Spammers are Marketers Too...Right?Internet spammers are, if anything, very very persistent. And while it's obviously not the same three or four masterminds sending every "chEEp V!@gRa!" email out there, the sheer volume of spam speaks to its popularity and, apparently, success.<br /><br />It's kinda like those warning labels on appliances [please take off clothes before ironing]. The concept seems ridiculous to most of us...but they obviously exist for a reason.<br /><br /><div style="text-align: center;"><span style="text-decoration: underline;"><a href="http://s491.photobucket.com/albums/rr274/mjbradley85/?action=view&current=toilet-in-Japan.jpg" target="_blank"><img src="http://i491.photobucket.com/albums/rr274/mjbradley85/th_toilet-in-Japan.jpg" alt="japanese warning" border="0" /></a></span><br /></div><br />It seems ridiculous, but obviously someone's getting paid from spam.<br /><br /><span style="font-size:100%;"><br /></span><span style="color: rgb(204, 102, 0); font-weight: bold;font-size:100%;" >The Economics of Spam</span><br /><br /><a href="http://news.bbc.co.uk/2/hi/technology/7719281.stm">According to a BBC News article,</a> a recent spam study showed a conversion rate of only 0.00001%. That's an average of one online pharmacy sale in every 12.5 million emails - or in this case, 28 sales out of <span style="font-style: italic;">350</span> <span style="font-style: italic;">million</span> emails. The scary thing is, with bots automatically multiplying and distributing these messages, all spammers have to do is wait and cash in. The study estimated that the most sophisticated spam networks are generating over $2 million annually. And while that number seems mind-blowing, it's important to keep in mind the size and scope of these operations - not the mention the time they've had to evolve.<br /><span style="font-size:100%;"><br /></span><span style="color: rgb(255, 153, 0); font-weight: bold;font-size:100%;" ><br /></span><span style="color: rgb(204, 102, 0); font-weight: bold;font-size:100%;" >The Evolution of Spam</span><br /><br />I actually got the idea for this post after reading a surprisingly emotional and manipulative message in my gmail spambox. Click the screenshot below to check it out - it's a definite<span style="font-style: italic;"> must read</span>.<br /><br /><div style="text-align: center;"><span style="text-decoration: underline;"><a href="http://s491.photobucket.com/albums/rr274/mjbradley85/?action=view&current=spam_gmail.jpg" target="_blank"><img src="http://i491.photobucket.com/albums/rr274/mjbradley85/th_spam_gmail.jpg" alt="gmail spam message" border="0" /></a></span><br /></div><br />Traditionally, spammers aren't known for their grammar, spelling, or precision with the written word. But after years of practice, it seems that someone in upper-management has sent a memo stressing the importance such skills. And frankly, as any good marketer would expect, a little time, testing, and practice has led to better campaigns. Of course, I can't speak to the conversion rates, just the quality of the message itself. If you're too lazy to actually click the thumbnail above (disgraceful), I'll summarize what I believe to be the key details of this message.<br /><br /><span style="font-weight: bold;">Sender:</span> Simon Taylor, 65-year-old British-native living in Dubai<br /><br /><span style="font-weight: bold;"></span><span style="font-weight: bold;"></span><span style="font-weight: bold;">Important details:</span><br /><br />1) Wife and two children died in a car accident six years ago<br />2) Used to be a workaholic until losing his family put his life into perspective<br />3) Currently undergoing treatment for Oesophageal Cancer<br /> 4) Has lost his ability to talk<br /> 5) Only has a few months left to live<br /><br /><br /><span style="font-weight: bold;">Reason for email:</span> Needs help distributing $5 million among charities<br /><br /><span style="font-weight: bold;">How he earned money:</span> Owned two businesses in Dubai<br /><br /><span style="font-weight: bold;">Before getting sick:</span> "I have been helping orphans in orphanage/ motherless homes. I have donated some money to orphans in Sudan, South Africa, Cameroon, Brazil, Spain, Austria, Germany and some Asian countries."<br /><br /><span style="font-weight: bold;">Why he needs ME:</span> "Because relatives and friends have plundered so much of my wealth since my illness, I cannot live with the agony of entrusting this huge responsibility to any of them."<br /><br /><span style="font-weight: bold;"></span><span style="font-weight: bold;">What's in it for me?:</span> "I'm willing to offer you a reward If you are willing to help please reply as soon as you can. May the good Lord bless you and your family."<br /><br /><span style="font-weight: bold;">Number of religious allusions:</span> 5<br /><br /><br />Now, the grammar and spelling may not be perfect, but what Simon lacks in formal education, he makes up for in tragic emotional appeal. Simon is the <span style="font-style: italic;">King Lear</span> of Dubai and wants nothing more than to donate his hard earned cash to charities across the world. And without <span style="font-style: italic;">my help</span>, his relatives may squander the rest of his wealth. How can you say no to that?<br /><br /><div style="text-align: center;"><span style="text-decoration: underline;"><a href="http://s491.photobucket.com/albums/rr274/mjbradley85/?action=view&current=SkiDubai.jpg" target="_blank"><img src="http://i491.photobucket.com/albums/rr274/mjbradley85/th_SkiDubai.jpg" alt="simon taylor and fam" border="0" /></a></span><br /></div><br />Honestly, I think the only thing missing is a picture of him and his family at the indoor ski slope <span style="font-style: italic;">Ski Dubai</span>. But, give it time - Simon, like any marketer, is improving with practice. Best of luck, my man.<br /><br />Hit Me.Unknownnoreply@blogger.com4tag:blogger.com,1999:blog-2528423413013026620.post-79069776779487254482009-01-29T12:20:00.005-05:002012-02-06T20:58:38.583-05:00Social Capital and Branding - One Tweet at a TimeDuring my sophomore year of school, I was originally pretty reluctant to open up a <span class="blsp-spelling-error" id="SPELLING_ERROR_0">facebook</span> account. And while I didn't quite know what to expect, it was the voyeur aspect of <span class="blsp-spelling-error" id="SPELLING_ERROR_1">facebook</span> that eventually sold me - you know what I mean. Needless to say, I fell in love with <span class="blsp-spelling-error" id="SPELLING_ERROR_2">Zuckerberg's</span> creation shortly after and never looked back. And consequently, I've been working to move a little further up on the adoption curve to prevent myself from becoming<span style="font-style: italic;"> that guy</span><span> who doesn't use </span><span style="font-weight: bold;">[insert latest <span class="blsp-spelling-error" id="SPELLING_ERROR_3">interwebs</span> sensation here]</span><span>.com.</span><br />
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<span>Enter Twitter.</span><br />
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<span style="color: #3366ff; font-size: 130%; font-weight: bold;">Joining A Movement</span><br />
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<a href="http://3.bp.blogspot.com/_b1eJ4Erkssg/SYEjF4KcMsI/AAAAAAAAAJk/FwNuFzO48Bk/s1600-h/twitter_logo.jpg"><img alt="" border="0" id="BLOGGER_PHOTO_ID_5296553220646908610" src="http://3.bp.blogspot.com/_b1eJ4Erkssg/SYEjF4KcMsI/AAAAAAAAAJk/FwNuFzO48Bk/s200/twitter_logo.jpg" style="cursor: pointer; float: left; height: 37px; margin: 0pt 10px 10px 0pt; width: 101px;" /></a><span>I finally adopted </span><a href="http://twitter.com/mjbradley85">Twitter</a><span><span style="color: #3333ff;"> </span>last week - in the most ass-backward way possible. Without the unbelievable success of <span class="blsp-spelling-error" id="SPELLING_ERROR_4">facebook</span> status updates, there's not a chance in the world I'd pick up Twitter. Of course, status updates were only created by <span class="blsp-spelling-error" id="SPELLING_ERROR_5">Zuckerberg</span> <span class="blsp-spelling-error" id="SPELLING_ERROR_6">et</span> <span class="blsp-spelling-error" id="SPELLING_ERROR_7">al</span>. in order to cash-in on the rise of micro-blogging. But I don't really care either way - I love them both. </span><br />
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<span>Twitter is brilliant because it provides users with a powerful sense of contribution, immediacy, and access that's simply not available elsewhere. There's an air of camaraderie in most </span><span style="font-style: italic;">tweets</span> <span>that facilitates dialogue among mavens, celebs, and johnny-</span><a href="https://addons.mozilla.org/en-US/firefox/addon/5081"><span class="blsp-spelling-error" id="SPELLING_ERROR_8">TwitterFoxes</span></a><span> alike. Whether it's 23-y/o </span><a href="http://twitter.com/mashable">@<span class="blsp-spelling-error" id="SPELLING_ERROR_9">Mashable</span></a><span> CEO Pete <span class="blsp-spelling-error" id="SPELLING_ERROR_10">Cashmore</span>, the radio <span class="blsp-spelling-error" id="SPELLING_ERROR_11">DJ's</span> from </span><a href="http://twitter.com/The_Sandbox">@The Sandbox</a><span>, or the hilarious guys behind </span><a href="http://blommit.com/"><span class="blsp-spelling-error" id="SPELLING_ERROR_12">Blommit</span>.com</a><span>, everyone subscribes to this unspoken culture of reciprocity and sharing.</span><br />
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<span>Twitter allows any 20-something <span class="blsp-spelling-error" id="SPELLING_ERROR_13">studentfessional</span> to consume, produce, and promote anything across the <span class="blsp-spelling-error" id="SPELLING_ERROR_14">interwebs</span> with outrageous efficiency. More importantly, it's understood that feedback, <span class="blsp-spelling-error" id="SPELLING_ERROR_15">retweets</span>, and @replies are essential to the community's success - no matter how many followers you have. Anybody can </span><a href="http://brandinginsanity.blogspot.com/2008/04/rockstar-by-association.html">be a <span class="blsp-spelling-error" id="SPELLING_ERROR_16">rockstar</span></a><span>. </span><br />
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<span style="color: #3366ff; font-size: 130%; font-weight: bold;">Infinite Possibilities</span><br />
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<span>But while Twitter still enjoys an overwhelmingly positive and pollution-free atmosphere (i.e.; not </span><a href="http://browseusers.myspace.com/Browse/Browse.aspx"><span class="blsp-spelling-error" id="SPELLING_ERROR_17">Myspace</span></a><span>), the site's proliferation (and increasing relevance) are both undeniable. <span class="blsp-spelling-error" id="SPELLING_ERROR_18">Nielson</span> Online just released its </span><a href="http://mashable.com/2009/01/23/most-popular-social-networks-2008/">list of top 20 social networks</a><span> - and the numbers don't lie. The most stunning stat was undoubtedly the '07-'08 <span class="blsp-spelling-error" id="SPELLING_ERROR_19">YOY</span> growth of Twitter: 664% - which makes it far-and-away the fastest growing social network on the web. Granted, it only logged a unique audience of 2,665 in Dec. '08 - nothing compared to the near 60k of <span class="blsp-spelling-error" id="SPELLING_ERROR_20">Myspace</span> and <span class="blsp-spelling-error" id="SPELLING_ERROR_21">Facebook</span>. But of course, this concept (illusion) of <span class="blsp-spelling-corrected" id="SPELLING_ERROR_22">privileged</span> dialogue is among <span class="blsp-spelling-error" id="SPELLING_ERROR_23">Twitter's</span> greatest draws. </span><br />
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<span>Every great brand aims to build meaningful relationships with consumers - and the <span class="blsp-spelling-error" id="SPELLING_ERROR_24">internet</span> is a powerful tool. But Twitter provides brands with a <span class="blsp-spelling-error" id="SPELLING_ERROR_25">transparancy</span> and accessibility that no blog or <span class="blsp-spelling-error" id="SPELLING_ERROR_26">facebook</span> page can match. <span class="blsp-spelling-error" id="SPELLING_ERROR_27">Mashable</span> released an excellent overview of </span><a href="http://mashable.com/2009/01/21/best-twitter-brands/">the 40 best brands on Twitter</a><span>, which illustrates exactly what I mean. But I particularly like one 'brand' that's not listed: </span><a href="http://twitter.com/ovi8">NHL All-Star Alex <span class="blsp-spelling-error" id="SPELLING_ERROR_28">Ovechkin</span></a><span>.</span><br />
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<a href="http://4.bp.blogspot.com/_b1eJ4Erkssg/SYHlmB0oueI/AAAAAAAAAJs/ty-eMEXxAkI/s1600-h/ov.jpg"><img alt="" border="0" id="BLOGGER_PHOTO_ID_5296767078251411938" src="http://4.bp.blogspot.com/_b1eJ4Erkssg/SYHlmB0oueI/AAAAAAAAAJs/ty-eMEXxAkI/s200/ov.jpg" style="cursor: pointer; display: block; height: 200px; margin: 0px auto 10px; text-align: center; width: 183px;" /></a><br />
<span style="color: #3366ff; font-size: 130%; font-weight: bold;">Autograph or @Reply?</span><br />
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<span>I may not be a hardcore hockey fan, but the recent tweets of hockey sensation Alex <span class="blsp-spelling-error" id="SPELLING_ERROR_29">Ovechkin</span> show Twitter-branding at its finest. <span class="blsp-spelling-error" id="SPELLING_ERROR_30">Ovechkin</span> is known in the NHL for his raw talent and larger-than-life personality. In fact, you may have seen him in the </span><a href="http://www.youtube.com/watch?v=hjcgHJlSEMw&feature=related">cool <span class="blsp-spelling-error" id="SPELLING_ERROR_31">tv</span> spot promoting the league's All-Star Skills Competition</a><span>.</span><br />
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<span>After his performance last year, <span class="blsp-spelling-error" id="SPELLING_ERROR_32">Ovechkin</span> was favored to win the skills competition again this season. And of course, there was a lot of speculation among the fans and media about what he might show-off. In the days leading up to the event, <span class="blsp-spelling-error" id="SPELLING_ERROR_33">Ovechkin</span> engaged fans with tweets like:</span><br />
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<span class="entry-content" style="font-style: italic;">"Lots of questions about my trick shot plans - <span class="blsp-spelling-error" id="SPELLING_ERROR_34">mine's</span> a secret. Kane has some good stuff, though: <a href="http://tinyurl.com/97jhf5" rel="nofollow" target="_blank">http://tinyurl.com/97jhf5</a></span><span style="font-style: italic;">"</span><br />
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<span class="entry-content" style="font-style: italic;">"Last hint before go to ice - I show one of my shots before, but not in last year's</span><span style="font-style: italic;">."</span><br />
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<span><span class="blsp-spelling-error" id="SPELLING_ERROR_35">Ovechkin</span> also <span class="blsp-spelling-error" id="SPELLING_ERROR_36">texted</span>-in a tweet just minutes after stepping off the ice:</span><br />
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<span class="entry-content" style="color: #3366ff;"><span style="color: #6600cc; font-style: italic;">"<span style="color: #3366ff;">'Did ya like it?'</span></span></span><span style="color: #3366ff; font-style: italic;"> </span><span class="entry-date" style="font-style: italic;"><span class="published" title="2009-01-25T01:43:43+00:00">7:43 PM Jan 24<span class="blsp-spelling-error" id="SPELLING_ERROR_37">th</span></span></span><span style="font-style: italic;"> </span><span>from <span class="blsp-spelling-error" id="SPELLING_ERROR_38">txt</span></span><span>"</span><br />
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<span class="blsp-spelling-error" id="SPELLING_ERROR_39">Ovechkin's</span><span> real-time updates absolutely </span><span style="font-style: italic;">scream</span><span> honesty and fan-commitment. And of course, with the skills competition being decided by fan votes via text message, </span><span class="blsp-spelling-error" id="SPELLING_ERROR_40">Ovechkin</span><span> brilliantly tapped his online resources - not by asking for votes, but simply reinforcing the emotional relationship he's worked to build with fans across the world.</span><br />
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<span class="meta entry-meta" style="color: #000099;"><span style="color: black;"><span style="color: black;"><br /></span></span></span><span><span class="blsp-spelling-error" id="SPELLING_ERROR_41">Ovechkin</span> understands what many other top brands on Twitter do not - followers don't need to be personally addressed in every tweet - they just want to feel that way. The fact that he updated fans directly before and after his performance is </span><span style="font-style: italic;">far more valuable</span><span> than pumping out generic @replies one-by-one.</span><br />
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<span><span class="blsp-spelling-error" id="SPELLING_ERROR_42">Ovechkin</span> realizes that <span class="blsp-spelling-error" id="SPELLING_ERROR_43">Twitter's</span> true power lies in its narrative. His 1,749 followers don't care what he did in practice. Instead, they want an all-access peek at his emotions and fallibility. My favorite <span class="blsp-spelling-error" id="SPELLING_ERROR_44">Ovechkin</span> tweet is from just after his televised practice the morning of the event. Obviously aware of the swarm of media attention in Montreal, the 23 y/o says with a healthy mix of humor and self-consciousness:</span></div>
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<span class="entry-content"><span style="color: #3366ff;">"</span><span style="color: #3366ff;">'<span style="color: #6600cc;"><span style="color: #3366ff;">Nobody saw me fall in practice, did they?</span>'</span></span> </span><span class="meta entry-meta"><span class="entry-date"><span class="published" title="2009-01-24T16:54:31+00:00">10:54 AM Jan 24<span class="blsp-spelling-error" id="SPELLING_ERROR_45">th</span></span></span> from <span class="blsp-spelling-error" id="SPELLING_ERROR_46">txt</span></span><span>"</span><br />
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<span>Honesty. <span class="blsp-spelling-corrected" id="SPELLING_ERROR_47">Transparency</span>. Emotion. -In 140 characters or less. That's how a Twitter brand communicates</span><br />
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<span>Hit me.</span></div>
</div>Unknownnoreply@blogger.com2tag:blogger.com,1999:blog-2528423413013026620.post-15326632004829640062008-08-06T17:48:00.038-04:002009-01-30T18:15:41.344-05:00Emotional BrandingIt's been a while since I've posted. Although not much has changed since my last post (see <a href="http://brandinginsanity.blogspot.com/2008/04/loving-wal-mart-is-cooltrust-me.html">Loving Wal-mart</a>), I'm a little bit closer to figuring out what makes me tick as a marketer. My work/school combo provides a great balance between the <span style="font-style: italic;">hands-on</span><span style="font-style: italic;"> </span>and the <span style="font-style: italic;">hypothetical. </span><span>And while I don't always have the chance to apply the principles I've learned,</span><span style="font-style: italic;"> '</span>unrelated' doesn't necessarily mean<span> 'irrelevant.'<br /><br />Marketing is a great because nothing exists inside a vacuum - all consumers are emotional - the way we think, act, and feel has a overwhelming effect on </span>how we consume. And while marketers can't control consumers or the fickle forces that influence our happiness, trust, and spending, a little empathy and observation can teach us a lot. My greatest strength as a marketer is undoubtedly my own foundation as a fiercely emotional consumer.<br /><br />Great brands create an irrational loyalty between people and ideas - and it doesn't really matter what that belief is.<br /><br /><a href="http://i491.photobucket.com/albums/rr274/mjbradley85/BARACK-hope-POSTER-1.jpg" target="_blank"><img src="http://i491.photobucket.com/albums/rr274/mjbradley85/th_BARACK-hope-POSTER-1.jpg" alt="Photobucket" border="0" /><br />Hope</a><br /><br /><a href="http://i491.photobucket.com/albums/rr274/mjbradley85/jesus-christ.jpg" target="_blank"><img src="http://i491.photobucket.com/albums/rr274/mjbradley85/th_jesus-christ.jpg" alt="Photobucket" border="0" /><br />Salvation</a><br /><br /><a href="http://i491.photobucket.com/albums/rr274/mjbradley85/24funeral600.jpg" target="_blank"><img src="http://i491.photobucket.com/albums/rr274/mjbradley85/th_24funeral600.jpg" alt="Photobucket" border="0" /><br />Loyalty</a>.<br /><br /><a href="http://i491.photobucket.com/albums/rr274/mjbradley85/Irish_flag.jpg" target="_blank"><img src="http://i491.photobucket.com/albums/rr274/mjbradley85/th_Irish_flag.jpg" alt="Photobucket" border="0" /><br />Pride</a>.<br /><br /><br /><br />I've made a resolution to work harder on developing my own brand in 2009. A brand will die without discipline and trust...and sometimes it's easy to get complacent.<br /><br />Being a better friend in 2009 is what you could call my <span style="font-style: italic;">positioning strategy</span>, while being more disciplined with my writing is technically my <span style="font-style: italic;">marketing communication</span> effort. Like any good marketer, I know how I <span style="font-weight: bold;">want</span> my own brand to be perceived, but the hard part is earning trust in an overwhelmingly deceitful world.<br /><br />But in a world of emotional consumers, a little honesty and empathy can go a long way.<br /><br />Glad to be back. Hit me.Unknownnoreply@blogger.com1tag:blogger.com,1999:blog-2528423413013026620.post-75713643911272540402008-04-20T20:16:00.009-04:002008-05-18T19:38:50.917-04:00Loving Wal-Mart is Cool...Trust Me.<div><div>Say what you will about Wal-Mart. <img id="BLOGGER_PHOTO_ID_5191486047307538898" alt="" src="http://4.bp.blogspot.com/_b1eJ4Erkssg/SAvdDeopodI/AAAAAAAAAGA/ShVjIPU4s0M/s200/wal-mart.gif" border="0" /> <br /><br /><div>But they're good at what they do - damn good. </div><br /><div>Sure, they may not sit atop the opinion polls as of late, but the folks at Wal-mart know how to run a business. Depending on who you talk to, Wal-mart hovers somewhere around a 60-75% <a href="http://walmartwatch.com/img/blog/polling_summary.pdf">general approval rating </a>- but those numbers don't factor in the recent media nightmare associated with the <a href="http://www.cnn.com/2008/US/03/25/walmart.insurance.battle/">Debbie Shank lawsuit</a>. Wal-Mart learned the hard way that suing a former employee with brain-damage over medical coverage is not the best way to win a popularity contest. </div><br /><div>A quick google search yields countless websites dedicated to the defamation of Wal-Mart - check out <a href="http://walmartwatch.com/">Wal-Mart Watch</a>, <a href="http://wakeupwalmart.com/">Wake-up Wal-Mart!</a>, and the always classy <a href="http://walmart-blows.com/">Wal-Mart Blows!</a> for some pleasure-reading. Or, if you have any questions about why Wal-Mart is the worse for America than No Child Left Behind, just ask any college student - it's actually <em>cool</em> to hate Wal-Mart when you're in college...so much for the pursuit of knowledge and enlightenment. </div><br /><div>But corporations like Wal-Mart will always be the subject of hyper-liberal criticism, regardless of how much money they pump into non-profits ($402 million) and green initiatives ($500 million) every year. </div><br /><div>Everyone is too busy whining about Wal-Mart to notice Exxon Mobil stealing the shirts off our backs.<br /><br /><a href="http://1.bp.blogspot.com/_b1eJ4Erkssg/SAv6-uopoeI/AAAAAAAAAGI/vFncXLEnue0/s1600-h/EXXONpeace.jpg"><img id="BLOGGER_PHOTO_ID_5191518951051993570" alt="" src="http://1.bp.blogspot.com/_b1eJ4Erkssg/SAv6-uopoeI/AAAAAAAAAGI/vFncXLEnue0/s200/EXXONpeace.jpg" border="0" /></a></div><br /><div>Exxon recorded the largest profits in <em>history </em>last year <em>(</em><strong>$40.6 billion</strong>), shattering the previous record of <strong>39.5 billion</strong> set by: </div><br /><div><strong>Exxon.</strong></div><br /><div><strong>A year earlier.</strong></div><br /><div>I'm not a math major but, </div><br /><div>a) Exxon gave <strong>$79 million</strong> to U.S.-based non-profits in 2006 (compared to $39.5 billion in profits)</div><br /><div>b) Wal-Mart gave <strong>$402 million</strong> to U.S.-based non-profits in 2007 (compared to 4.1 billion in profits)</div><br /><div>c) 79m : 39.5b vs. 402m : 4.1b = Wal-Mart aint so bad after all.</div><br /><div>But it's always good to have a healthy cynicism of big business - Wal-Mart's quest for public approval will ensure that more and more money goes to local communities.</div><br /><div>But now, the moral of the story -</div><br /><div>Wal-Mart is a well-oiled business machine. Without a doubt.</div><br /><div>Its distribution network is arguably the most sophisticated in the world. Algorithms remove any human error associated with ordering and replenishing stock, while strategically placed distribution centers and varying store formats guarantee efficiency and protect against cannibalism. Whoa.</div><br /><div>We decided to grill some burgers at the Bradley house tonight. But unfortunately, we were out of propane.<br /><a href="http://3.bp.blogspot.com/_b1eJ4Erkssg/SAwDq-opofI/AAAAAAAAAGQ/LNb9MIbslBk/s1600-h/propane.jpg"><img id="BLOGGER_PHOTO_ID_5191528507354227186" alt="" src="http://3.bp.blogspot.com/_b1eJ4Erkssg/SAwDq-opofI/AAAAAAAAAGQ/LNb9MIbslBk/s200/propane.jpg" border="0" /></a></div><br /><div>My dad gave a list of about 4 or 5 gas stations where I could swap the tank for a full one.</div><br /><div>Every single gas station (and Hannaford) was out of propane. Apparently, grilling is popular when it's nice out. One clerk (at the Exxon station, ironically enough) told me that I was the "twenty-fifth guy to come in and ask."</div><br /><div>Wal-Mart was the <em>only</em> place with propane in stock. </div><br /><div>Think it was an accident that Wal-Mart stocked up on propane as soon as the weather got warmer?</div><br /><div>Nope. Neither do I.</div><br /><div>Hit Me.</div></div></div>Unknownnoreply@blogger.com4tag:blogger.com,1999:blog-2528423413013026620.post-82387946567332009612008-04-05T16:34:00.006-04:002008-04-06T16:54:53.158-04:00Rockstar by AssociationSo my dad found out I have a blog - now he gives me shit whenever I'm on my computer. "So, hows that bloooog coming matt, got a lot of readers waiting for you to post?" Sweet, dad.<br /><br />But the thing is, while most of our parents understand how the internet has changed our lives, they don't realize how deeply it has become ingrained our lifestyles and relationships . For Millennials, the internet isn't just an innovation of utility, it's the <em>single</em> <em>most important</em> source of information, communication, and social capital. But I'm less concerned with the first two, right now - even my grandmother writes and receives emails.<br /><br />There are two great examples that demonstrate the profound effect that the internet has on generating social capital: 1) YouTube videos and 2) iTunes download suggestions.<br /><br />The internet is an early-adopters paradise - being the first person to introduce a new viral or digital phenomenon to your friends is sort of like becoming a rockstar. For those 3 minutes when your friends are cheering or laughing, it seems as if they're cheering for <strong>YOU</strong>.<br /><br />The internet has made it possible for <em>anyone</em> to be popular - even without talent or good looks. The desire to capitalize on the talent (or stupidity) of others is what makes viral hits possible.<br /><br /><strong>1) YouTube Videos</strong><br /><br /><a href="http://youtube.com/watch?v=60og9gwKh1o">The Numa Numa video</a>: The Numa Numa video is probably what hooked me on the concept on YouTubing in the first place. But just take a step back and realize the word-of-mouth buzz that fueled its rise to success -think of how many times some college kid was with his buddies and said "dude, you gotta check out this video."<br /><br />Mind-boggling.<br /><br />In the case of the Numa Numa video, the viewers who "discovered" it probably benefited more than the actual chubby kid who made it. While Gary Brolsma will forever live in shame knowing that he is the Numa Numa kid (-5 social capital), the few kids who championed the video before it was an internet sensation will forever remind their friends "oh yeah, I discovered Numa Numa waaaay before it was popular" (+5 social capital).<br /><br /><a href="http://www.youtube.com/watch?v=pv5zWaTEVkI&NR=1">The OK-GO music video</a>, on the other hand, is the perfect example of how talentless people can capitalize on the brilliance of others - in other words, "talent by association." I mentioned earlier how it's possible to feel like a rockstar when you captivate your audience with an awesome new video - this is evident in the stats for "Here It Goes Again." Well over 32 million people have already watched the video - that's millions of rock-stars by association.<br /><br />Showing your friends a brilliant new YouTube video is one of the most rewarding experiences that normal, talentless folks like us can have. But this idea of talent-by-association isn't just limited to viral videos...<br /><br /><strong>2) iTunes Download Suggestions</strong><br /><br />One's music library has always been a source of social capital - but the rise of the Apple empire has changed the way we express our tastes. I always call Jules an "iTunes Whore" because she is a perfect example of an early-adopter who gets her rocks off via iTunes.<br /><br />As noted in the <a href="http://stuffwhitepeoplelike.wordpress.com/">Stuff White People Like</a>, "Because of the availability of music online, a very strict social hierarchy has been created within white culture whereby someone with a large MP3 collection is considered “normal,” a large CD collection is considered to be “better,” and a person with a large vinyl collection is recognized as “elite.”<br /><br />But the size of your library doesn't matter if it's stocked with terrible "mainstream" music. The iTunes store allows music elitists to discover edgy new "alt" bands - bands that will increase social capital when introduced to their friends via facebook, myspace, and of course - mix CD's. <br /><br />If you think introducing the Numa Numa video to your friends made you feel like a rockstar, imagine creating a 72-minute CD packed with the freshest alternative/B-side/unsigned/emo/lyric-driven bands (as rated by iTunes) - you'll feel like Bono on a coke.-binge <br /><br />Ultimately, iTunes allows any d-bag with an internet connection become a music snob - and that's why it's so revolutionary. <br /><br />Everybody loves that smug feeling you get when introducing a new piece of pop culure to your friends - iTunes can make you a rockstar by association - .99 cents at a time.<br /><br />Hit Me.Unknownnoreply@blogger.com1tag:blogger.com,1999:blog-2528423413013026620.post-30583655604389951962008-03-15T00:56:00.012-04:002008-03-15T01:55:19.944-04:0055% Follow-Up: Granite State Network<div>The marketing plan isn't quite complete, but I just finished up some of the creative - take a peek:<br /><br /><br />1) Drive-to-web banner spread around New Hampshire colleges and universities<br /></div><img id="BLOGGER_PHOTO_ID_5177841298743854610" style="DISPLAY: block; MARGIN: 0px auto 10px; CURSOR: hand; TEXT-ALIGN: center" alt="" src="http://1.bp.blogspot.com/_b1eJ4Erkssg/R9tjOlL5hhI/AAAAAAAAAEo/WBpziv9nN7g/s400/licenseplate.jpg" border="0" /><br /><br />2) Sample screenshot from the online network for NH students and businesses:<br /><br /><p>click to enlarge:<br /><br /><img id="BLOGGER_PHOTO_ID_5177842780507571762" style="DISPLAY: block; MARGIN: 0px auto 10px; WIDTH: 359px; CURSOR: hand; HEIGHT: 267px; TEXT-ALIGN: center" height="249" alt="" src="http://2.bp.blogspot.com/_b1eJ4Erkssg/R9tkk1L5hjI/AAAAAAAAAE4/O3BeHd80oxg/s320/GSN-Website.jpg" width="331" border="0" /><br />Back to regular blogging after exams next week.</p><br /><p>Hit me. </p>Unknownnoreply@blogger.com1tag:blogger.com,1999:blog-2528423413013026620.post-23437119656999919942008-03-03T16:17:00.004-05:002008-03-03T17:08:55.378-05:0055% Initiative: Please Make New Hampshire Cool<div>I mentioned the <a href="http://www.usnh.edu/initiatives/55.shtml">55% Initiative </a>in one of my first posts. And as the deadline nears, it has become the main focus of my creative juices. Basically, our marketing professor offered the class' services to the state of New Hampshire: create a marketing campaign with the "goal of convincing 55% of new graduates to "work, play, and stay" here, as compared to the roughly 50% who currently stay." Essentially, get more NH college grads to earn and spend their salaries in the Granite State (an additional $636M over 5 years to be exact). </div><br /><div></div><img id="BLOGGER_PHOTO_ID_5173639175935830706" style="DISPLAY: block; MARGIN: 0px auto 10px; CURSOR: hand; TEXT-ALIGN: center" alt="" src="http://1.bp.blogspot.com/_b1eJ4Erkssg/R8x1a12zKrI/AAAAAAAAAEI/ixqCSae1UVg/s200/NH-licenseplat.jpg" border="0" /> <div></div><div></div><div>While the process has been exhausting, it's motivating to know that our recommendation could play a big role in the final result. I'd love to say that some of <em>my</em> ideas were incorporated into the 2009 launch. Businesses like Fidelity and BAE have already guaranteed support, while Governer Lynch and several state-run organizations have also signed on.</div><br /><div></div><div>But that makes things tricky. We're not just presenting this marketing plan for a grade - that's cake. The strategy then moves to the University System of NH (the major sponsor), and up the ladder from there. So rather than just submitting a group marketing plan, I've found myself worrying <em>more</em> about the creative execution (I haven't kicked that Brandcenter programming just yet).</div><div></div><br /><div>Logically, as a deadbeat copywriter, I volunteered to do the "promotion" section of the plan (glory days). So my past couple days have been spent brainstorming -trying to discover the essence of New Hampshire as a brand. I figure, who cares how you promote your product if the message sucks? So while I slave over taglines, print ads, and the content of a mock-website, I'll be sure to upload any progress. </div><div></div><br /><div>If you've got any suggestions in the mean time - hit me with them. All you need to do is make the 6th oldest (population) state in the US look cool to college grads. Live Free or Die.</div><br /><div></div><div>Hit Me. </div>Unknownnoreply@blogger.com2tag:blogger.com,1999:blog-2528423413013026620.post-22163714921601302222008-02-29T16:03:00.013-05:002009-01-16T09:36:41.868-05:00Alcoholic Energy Drinks: Tasty Enough For ChildrenIt looks like someone might be out to destroy Anheuser-Busch and the Miller Brewing Company - but come on, it's not like they're putting alcohol in energy drinks...right?<br /><br />OK. Well it's not like teenagers are the biggest consumers of energy drinks...right?<br /><br /><img id="BLOGGER_PHOTO_ID_5172517583881185922" style="margin: 0px auto 10px; display: block; text-align: center;" alt="" src="http://4.bp.blogspot.com/_b1eJ4Erkssg/R8h5Vl2zKoI/AAAAAAAAADs/QsMfJj_jnns/s200/tilt-sparks022808.jpg" border="0" width="138" height="121" /> Fine. But can you blame 'Big Alcohol' for trying to capitalize on the booming energy drink market? It's the Joe Camel ratio: the earlier you start them, the higher their LCV.<br /><br /><a href="http://adage.com/article?article_id=125413">A recent Ad Age article</a> mentions that A-B and Miller (the respective 'brewers' of <strong>TILT </strong>and <strong>SPARKS</strong>) are facing a lawsuit from the Center for Science and Public Interest - or CSPI. You may recognize some of its amazing work on lawsuits like:<br /><br />1) Smuckers 100% Jam because it's not 100% berries<br />2) KFC et al - over Trans Fat<br />3) Soda ban in public schools<br />4) and my favorite: Kellogg lawsuit over its marketing to kids. Ridiculous.<br /><br />I can't wait to see the adult spots for: Poptarts, Eggo waffles, and Cocoa Krispies.<br /><br />So the CSPI is suing A-B and Miller for "deceptive marketing" over the combination of alcohol <em>and</em> stimulants in Tilt and Sparks. According to AdAge, the CSPI also suggests that the lack of advertising for these drinks IMPLIES that the stimulants "counteract the effects of alcohol." And to top it off, the colors and packaging may appeal to underage buyers.<br /><br />OK. Let's pick this lawsuit apart as a marketer:<br /><br />1) <strong>Underage Buyers</strong> - Yes, these "adult energy" products look like every other energy drink on the shelf. By entering this market, A-B and MBC are looking to pick up some profit with "cash cow" products. Genius. Energy drinks like Monster and Rockstar epitomize the 'extreme' image sold to young males - have you noticed Monster's X-game sponsorships?<br /><br />Here are the facts: a 19 year-old professional snowboarder isn't much different from his 22 year-old counterpart. But when both athletes choose an energy drink, only one can buy alcohol. If A-B and MBC want to cash-in, they've got to hit this same 'extreme' market. These brewers have positioned their adult energy products perfectly - a) cash-cow product, a) no tv advertising, and c) placed with the other alcohol, not energy drinks. Case Closed.<br /><br />2) <strong>No FDA approval</strong> - Yes, the combination of alcohol and stimulants is not approved by the FDA. Are there health risks associated with drinking alcohol? Yup. How bout with energy drinks? Yup. But neither company denies these risks.<br /><br />If I can buy 500 capsules of ExtenZ male enhancement (unapproved), don't I deserve a drink like Sparks to take the edge off when they don't work?<br /><a href="http://2.bp.blogspot.com/_b1eJ4Erkssg/R8ig4F2zKqI/AAAAAAAAAD8/V2VSa_paO_s/s1600-h/tony-tiger.jpg"><img id="BLOGGER_PHOTO_ID_5172561057540156066" style="margin: 0px 0px 10px 10px; float: right; width: 143px; height: 142px;" alt="" src="http://2.bp.blogspot.com/_b1eJ4Erkssg/R8ig4F2zKqI/AAAAAAAAAD8/V2VSa_paO_s/s200/tony-tiger.jpg" border="0" width="143" height="123" /></a><br />The CSPI complains, "these companies are intentionally spiking their products with stimulants." But isn't that the point of alcoholic energy drinks?<br /><br />Unless Sparks is placed in the energy drink cooler with a new cartoon mascot, it should be left alone with all the other products that require an ID. How else are you supposed to stay awake on your drive home?<br /><br />Hit Me.Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-2528423413013026620.post-70965553383854697622008-02-28T14:28:00.010-05:002008-03-02T03:02:13.311-05:00My Blog Has Gravitas...TRUST Me<strong>Finding reliable information on the internet is kind of like reading a vandalized 5th-grade textbook...<img id="BLOGGER_PHOTO_ID_5172125859533537714" style="DISPLAY: block; MARGIN: 0px auto 10px; CURSOR: hand; TEXT-ALIGN: center" height="110" alt="" src="http://1.bp.blogspot.com/_b1eJ4Erkssg/R8cVEO8bwbI/AAAAAAAAADg/jbOOqCbig8M/s200/textbook.jpg" width="174" border="0" /></strong> <strong>all the facts are hidden somewhere among the profanity, missing pages, and dirty images.</strong><br /><br />And unfortunately, this makes it hard for most young students to promote their blogs. Search engines now have sophisticated web crawlers that will ignore your blog if it doesn't have enough gravitas - <em>blogravitas</em> - developed through content, hits, links, feeds, updates...whatever.<br /><br />But a lack of blogular authority is a vicious cycle. If a brilliant site is ranked 45,234 on a particular topic, it's not going to earn the readership necessary to boost its stats. Consequently, bloggers are forced to prostitute their sites like the <a href="http://www.imdb.com/name/nm0000346/">greedy parents of child stars</a>.<br /><br />Rather than just ideas and internet access, blogging now requires a strategic marketing plan:<br /><br /><strong>1) Blog Image and Brandmark</strong> - Bloggers must now differentiate themselves from the sea of other blogspot, typepad, and wordpress users. There's an <a href="http://www.brandweek.com/bw/magazine/features/article_display.jsp?vnu_content_id=1003714622">article in Brandweek</a> that points out the importance of a site logo. While it refers to small-business websites rather than blogs, there really isn't much of a difference anymore. Bill Haig cites the idea of "thin slicing" mentioned in <em>Blink,</em> which suggests an ability to correctly make split-second decisions. Apparently, it only takes eight seconds to decide whether or not a website is worth our time - how good is your brand image?<br /><br />I have minimal photoshop experience and a shaky hand, but I still managed to create my header, logo, and <a href="http://en.wikipedia.org/wiki/Favicon">favicon</a> - let me know what you think? Or did you leave my blog after 8 seconds?<br /><br /><strong>2) Strategic Alliances</strong> - Unless your site appears in the blogroll of countless friends, it may be destined to remain in the dregs of the google rankings - alongside naughty school girls and <a href="http://mypetblog.wordpress.com/">pet-appreciation sites</a>. The more links going in and out of your blog, the more likely it is to generate traffic.<br /><br />I'm not sure what type of etiquette is required when soliciting link-swaps, but I suggest asking friends, family, and classmates before approaching experienced members of your field - it's not just search engines that judge <em>blogravitas</em>.<br /><br /><strong>3) Multi-channel Promotion</strong> - Even with a great brand and several friends, your blog still isn't likely to generate much outside traffic. That's where sites like <a href="http://feedburner.com/">Feed Burner</a> come in: soap-box promotion. It not only encourages XML subscriptions, but also provides public blog updates, tracking info, and other special features. Basically, burning your feed is like creating 50 new roads that lead directly through your site - nice.<br /><br />But you can't stop there - you also need to submit your blog to other communities and directories. While most readers wont subscribe to a blog full-time, they will read entries that pop up across the internet. And the thing is, sites like <a href="http://technorati.com/">Technorati</a>, and <a href="http://del.icio.us/">Del.icio.us</a> provide rankings that can be a key part of developing blogravitas.<br /><br /><strong>4) Positioning and Differentiation</strong> - Any business student knows the basics of branding. I first learned these basics when my dad suggested reading <em>Differentiate or Die. </em>Since then, Jack Trout has been an essential. But it's not just the theory that makes his books brilliant - it's their accessibility. Malcolm Gladwell is king of this category, but you can also add Stephen D. Levitt (<em>Freakonomics</em>) to this list.<br /><br />The books of Trout, Gladwell, and Levitt are like <em>The DaVinci Code</em> for marketing nerds: unique ideas, short chapters, and an impressively easy language.<br /><br />You may be familiar with pedantic writing (the literary criticism of insecure professors) - it's painful to read. very painful. Reading should be easy and enlightening - always. And as a blogger finds <em>their</em> voice, it's important to find a balance between formal and colloquial writing. As I struggle to fine-tune my voice as a writer, I've focused on developing a more conversational tone; Gladwell would not suggest solipsism and uptight, MLA grammar (some overcompensate by repeatedly using the - dash -).<br /><br />Ultimately, writing style is an important part of blog differentiation. If you sound like a <a href="http://www.urbandictionary.com/define.php?term=douchebag">douchebag</a>, your only readers will be other <a href="http://www.hbs.edu/">douchebags</a>. Use your voice to differentiate your blog from those Harvard Business School kids (see link above).<br /><br /><strong>5) Quality Product </strong>- Launching a blog is like launching any other product into the market - if it sucks, it'll be gobbled-up by the competition. Unless you have something to offer other readers, keep your <a href="http://www.petsblogs.com/">garbage</a> off the internet.<br /><br />Hit Me.Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-2528423413013026620.post-87984169843110585822008-02-25T13:39:00.006-05:002008-02-25T15:15:38.934-05:00Barack Obama: Bono Without the Smugness<a href="http://3.bp.blogspot.com/_b1eJ4Erkssg/R8MNau8bwWI/AAAAAAAAACc/OQJc40_Q7lE/s1600-h/obamaprogress.jpg"><img id="BLOGGER_PHOTO_ID_5170991550080729442" style="FLOAT: right; MARGIN: 0px 0px 10px 10px; CURSOR: hand" alt="" src="http://3.bp.blogspot.com/_b1eJ4Erkssg/R8MNau8bwWI/AAAAAAAAACc/OQJc40_Q7lE/s200/obamaprogress.jpg" border="0" /></a>By now, most of my friends know that I support <span class="blsp-spelling-error" id="SPELLING_ERROR_0">Barack</span> <span class="blsp-spelling-error" id="SPELLING_ERROR_1">Obama</span>. I've replaced my <span class="blsp-spelling-error" id="SPELLING_ERROR_2">Facebook</span> picture with the famed Shepard <span class="blsp-spelling-error" id="SPELLING_ERROR_3">Fairey</span> print and posted the "Yes We Can" video on my own wall. But with any luck, supporting <span class="blsp-spelling-error" id="SPELLING_ERROR_4">Obama</span> will be more fruitful than being a Patriots fan this season (I don't do well with heart-breaking disappointment).<br /><br />I originally joined the <span class="blsp-spelling-error" id="SPELLING_ERROR_5">Obama</span> camp about a year ago - after watching the passionate speech in which he declared an official bid for the White House. I didn't know much about the guy, except that he was a damn good speaker - but hey, you gotta start somewhere.<br /><br />Now, after debates, super primaries, and a healthy heap of slander, the <span class="blsp-spelling-error" id="SPELLING_ERROR_6">Obama</span> brand has transformed into a pop culture powerhouse. There's a great article in Ad Age that documents <span class="blsp-spelling-error" id="SPELLING_ERROR_7">Obama's</span> <a href="http://adage.com/article?article_id=125316">cultural penetration</a>. But <span class="blsp-spelling-error" id="SPELLING_ERROR_8">virals</span><em> </em>are only a symptom of the <span class="blsp-spelling-error" id="SPELLING_ERROR_9">Obama</span> outbreak - there's something bigger behind the scenes.<br /><br />I love <span class="blsp-spelling-error" id="SPELLING_ERROR_10">Obama</span> and I love advertising - but I've been keeping one girlfriend from the other. To save you some time, I'll give a quick list of the Ad Age name-drops that have contributed to the <span class="blsp-spelling-error" id="SPELLING_ERROR_11">Obama</span> camp:<br /><br /><a href="http://youtube.com/watch?v=jjXyqcx-mYY"><em>Yes We Can </em>music<em> </em>video/mash-up</a> (over 10m views): <br /> -Co-Produced by Mr. <span class="blsp-spelling-error" id="SPELLING_ERROR_12">Jurkovac</span>, former VP-director of integration at <span class="blsp-spelling-error" id="SPELLING_ERROR_13">FCB</span>, and head of NYC boutique <a href="http://www.cyclopsnyc.com/">Cyclops</a><br /><br /><em><a href="http://youtube.com/watch?v=lLVN3Trs5VQ">Hope Changes Everything</a></em> video tribute:<br /> -Created by Eric <span class="blsp-spelling-error" id="SPELLING_ERROR_14">Hirshberg</span>, president-chief creative officer of <a href="http://www.deutschinc.com/master.htm"><span class="blsp-spelling-error" id="SPELLING_ERROR_15">Deutsch</span></a>, LA<br /><br /><a href="http://www.barelypolitical.com/obama-girl/episode/SUPEROG_20080131"><span class="blsp-spelling-error" id="SPELLING_ERROR_16">Obama</span> Girl</a> videos:<br /> -<span class="blsp-spelling-error" id="SPELLING_ERROR_17">BarelyPolitical</span>.com - headed up by Ben <span class="blsp-spelling-error" id="SPELLING_ERROR_18">Relles</span>, former Agency.com employee<br /><br />Two <a href="http://www.amigosdeobama.com/"><span class="blsp-spelling-error" id="SPELLING_ERROR_19">AmigosDeObama</span>.com</a> songs, <a href="http://youtube.com/watch?v=A0dMxqgS1-8"><span class="blsp-spelling-error" id="SPELLING_ERROR_20">Reggaeton</span></a> and <a href="http://www.youtube.com/watch?v=0fd-MVU4vtU">Mariachi-Style</a><br /> -Created by Miguel <span class="blsp-spelling-error" id="SPELLING_ERROR_21">Orozco</span>, president of <a href="http://www.enuevavista.com/"><span class="blsp-spelling-error" id="SPELLING_ERROR_22">Nueva</span> Vista Media</a><br /><br />And here's the best part - the cost of millions of dollars in brand impressions:<br /><br />$0<br /><br />I'd like to think that many of the young <span class="blsp-spelling-error" id="SPELLING_ERROR_23">Obama</span> supporters have become attached for two reasons:<br /><br />1) most importantly, <span class="blsp-spelling-error" id="SPELLING_ERROR_24">Obama's</span> unique ability to restore emotion in a generation of politically apathetic voters. <br /><br />2) brilliant minds using new media to increase brand equity, <span class="blsp-spelling-error" id="SPELLING_ERROR_25">touchpoints</span>, and buzz.<br /><br />At the end of the day, brand perceptions come from the consumer, not the brand itself. <br />But with a powerful message, great <span class="blsp-spelling-error" id="SPELLING_ERROR_26">creatives</span>, and a candidate who embodies change, I think the <span class="blsp-spelling-error" id="SPELLING_ERROR_27">Obama</span> campaign will piss off a lot of old, fat, <span class="blsp-spelling-error" id="SPELLING_ERROR_28">WASP's</span>.Unknownnoreply@blogger.com0