On Friday evening just as the Olympic Opening Ceremony ended P&G wished US athletes connected with their Gillette brand good luck! If you watched the opening ceremony you also saw how P&G maintained their brand relationships with Moms for Tide and many other brands.
This relationship building is textbook online support for an important client base. Have a look at the Gillette video and identify the elements you find most appealing in the comments area.
VIEW THE VIDEO
Monday, July 30, 2012
Brand - Fireflies and Trone Brand Energy
When I was a young boy, a favorite early summer past time was to chase fireflies over the pasture as the sun slid away and darkness descended. Even when I grew older, fireflies still had the power to amaze me as I began to learn biology and understand how the same chemical principles that lit up these little creatures were used to light my watch. These days, with all the light pollution and chemicals in our environment the firefly seems to be in limited supply.
I still remember an evening more than a decade ago at ThunderRidge Ranch, when my wife and I were driving up through the marsh towards home when something caught my eye. I quickly stopped, lowered the window and turned off the engine. There, just below the house, accompanied by the symphony of crickets and frogs and were literally thousands of little flashing lights. We watched the spectacle for a few moments before I realized this was something none of my children had every seen. Eventually, four bleery-eyed kids watched this performance from our balcony and experienced the same amazement that fireflies had provided me so many years before.
Trone Brand Energy recently provided a key note at an industry event in the US and introduced their branding ideas for social media. Fireflies amazed me yet again. Take a look, identify the elements of this approach and provide a comment on the how you can incorporate these ideas.
I still remember an evening more than a decade ago at ThunderRidge Ranch, when my wife and I were driving up through the marsh towards home when something caught my eye. I quickly stopped, lowered the window and turned off the engine. There, just below the house, accompanied by the symphony of crickets and frogs and were literally thousands of little flashing lights. We watched the spectacle for a few moments before I realized this was something none of my children had every seen. Eventually, four bleery-eyed kids watched this performance from our balcony and experienced the same amazement that fireflies had provided me so many years before.
Trone Brand Energy recently provided a key note at an industry event in the US and introduced their branding ideas for social media. Fireflies amazed me yet again. Take a look, identify the elements of this approach and provide a comment on the how you can incorporate these ideas.
Wednesday, July 18, 2012
Brand - What Causes You to Change Behavior?
Thanks to our colleague Susan Dankert, Communications Coordinator of PIJAC Canada for sending this along. The 'SMOKING KID' video shows very clearly we don't always practice what we preach. Talking the talk needs something more - Walking the Walk.
Thanks to Ogilvy Thailand for this clear evidence. Take a look around your world and find an example of people in the know that need to act now.
What evidence would you fashion into a video to illuminate the problem you identified and the action required?
Watch 'SMOKING KID' Video
Thanks to Ogilvy Thailand for this clear evidence. Take a look around your world and find an example of people in the know that need to act now.
What evidence would you fashion into a video to illuminate the problem you identified and the action required?
Watch 'SMOKING KID' Video
Monday, July 16, 2012
Future - PwC Report Shows Consumers Reign Supreme
The PwC report on Global Entertainment and Media Outlook 2012-2016 provides an interesting perspective for those in the world of brand. Here are three highlights and a quote:
- By 2014 Internet ads will beat out TV ads and by 2016 spending on Internet ads will be 23% larger than on TV ads
- In 2012 video games will overtake spending on consumer and educational books, and by 2016 spending on games will be 20% larger than spending on books
- Over the five year period ended 2016 it is expected that total US and Canadian spending on advertising overall will grow from US$184 billion to US$245 billion but it will be directed more and more at internet advertising
Michael Paterson, Partner, Price Waterhouse Cooper's Canadian Entertainment & Media practice has a challenge for those of us in brand management:
"The challenge for entertainment & media companies rests not only in monetizing great content, but the growing fact that consumers are now "king" and their desire for customised experiences and getting content on their terms will require transformation on the part of companies to keep up,” says Paterson. “Location-based-marketing, mobile technology and social media are and will continue to be the driving forces behind revenue growth"
Monday, July 9, 2012
Finance - Determining the Future Value of Brand Assets
On June 19, it was my privilege to present the Audited Financial Statements for Fiscal 2011 to the Shareholders of PetLynx Corporation. The achievement of positive net cash from operations was a highlight of this report.
However, I wonder if the financial information presented was able to adequately show the potential value of an online utility such as PetLynx. The general public notices the sudden marginalization of offerings from companies like Blackberry or the failure of analyst forecasts to show the potential value of online start-ups for their Initial Public Offering's (IPOs).
Perhaps we do not have tools to reliably report/disclose the value of companies in the new online economy. While we have come to trust the reported value of 'energy company reserves' or 'commercial company bricks and mortar' or 'financial company instruments' (not), I think we now understand it isn't simple to value a company with 'big data' or 'developing web services' or 'robust market penetration and brand'.
So what's this got to do with brand and brand value. Just this. Brand value is directly related to that which drives client experience. Capital is directly related to brand value because it is the primary requirement for building technology, collecting data and delivering client experience.
The current balance sheet only accounts in a very limited fashion for the Intellectual Assets from which brand value is derived. Revenues derived from these assets or the value of technology is disclosed, but only after the completion of a transaction. Because the future value of brand is hard to ascertain and disclosure is not transparent, many emerging companies like PetLynx are forced to 'bootstrap' their way along the development path to their eventual emergence as the leading brand.
While a complete discussion of intellectual assets is beyond the scope of this article, I believe 'Tacit or Intuitive Knowledge' is the asset that must be considered when valuing a web brand. Tacit knowledge is the accumulated experience, education, training and intuition stored in the employee/actors of each enterprise. It is likely the richest and most valuable brand asset an organization possesses. Yet it remains intangible and is not reliably measured.
Organizations use best practices and stored processes in an attempt to convert tacit knowledge to something more tangible. But when it comes to forecasting the value or real potential of the online brand we are still inclined to give way to the empirical knowledge of past performance with its limited ability to show a future value.
Our research is showing consumers wish to have personalized experiences. So far, only the online enterprise has been able to serve up this kind of mass customization using a client-centric, borderless, intuitive approach supported by real-time data. For this reason, intuitive knowledge is the most valuable and cost effective resource associated with the success of the modern web utility.
Perhaps in the future, sociologists, ethnographers and philosophers may have as much to contribute to our understanding of future brand value as the accountants and securities experts who now rule over the public disclosure of value. Now, I'm just a farm boy, but I find that provocative.
However, I wonder if the financial information presented was able to adequately show the potential value of an online utility such as PetLynx. The general public notices the sudden marginalization of offerings from companies like Blackberry or the failure of analyst forecasts to show the potential value of online start-ups for their Initial Public Offering's (IPOs).
Perhaps we do not have tools to reliably report/disclose the value of companies in the new online economy. While we have come to trust the reported value of 'energy company reserves' or 'commercial company bricks and mortar' or 'financial company instruments' (not), I think we now understand it isn't simple to value a company with 'big data' or 'developing web services' or 'robust market penetration and brand'.
So what's this got to do with brand and brand value. Just this. Brand value is directly related to that which drives client experience. Capital is directly related to brand value because it is the primary requirement for building technology, collecting data and delivering client experience.
The current balance sheet only accounts in a very limited fashion for the Intellectual Assets from which brand value is derived. Revenues derived from these assets or the value of technology is disclosed, but only after the completion of a transaction. Because the future value of brand is hard to ascertain and disclosure is not transparent, many emerging companies like PetLynx are forced to 'bootstrap' their way along the development path to their eventual emergence as the leading brand.
While a complete discussion of intellectual assets is beyond the scope of this article, I believe 'Tacit or Intuitive Knowledge' is the asset that must be considered when valuing a web brand. Tacit knowledge is the accumulated experience, education, training and intuition stored in the employee/actors of each enterprise. It is likely the richest and most valuable brand asset an organization possesses. Yet it remains intangible and is not reliably measured.
Organizations use best practices and stored processes in an attempt to convert tacit knowledge to something more tangible. But when it comes to forecasting the value or real potential of the online brand we are still inclined to give way to the empirical knowledge of past performance with its limited ability to show a future value.
Our research is showing consumers wish to have personalized experiences. So far, only the online enterprise has been able to serve up this kind of mass customization using a client-centric, borderless, intuitive approach supported by real-time data. For this reason, intuitive knowledge is the most valuable and cost effective resource associated with the success of the modern web utility.
Perhaps in the future, sociologists, ethnographers and philosophers may have as much to contribute to our understanding of future brand value as the accountants and securities experts who now rule over the public disclosure of value. Now, I'm just a farm boy, but I find that provocative.
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