Brandwell

Why Twitter Will Endure – or why I am using sustainable social media!

Johan Palm — Mon, 25 Jan 2010 22:14:19 +0000

Has Twitter turned my brain to mush? No, I’m in narrative on more things in a given moment than I ever thought possible, and instead of spending a half-hour surfing in search of illumination, I get a sense of the day’s news and how people are reacting to it in the time that it takes to wait for coffee at Starbucks. Yes, I worry about my ability to think long thoughts? — but the tradeoff has been worth it.

Read it here!

To Blog or Not to Blog by Andy Marken

Johan Palm — Wed, 20 Jan 2010 08:31:57 +0000

“The corporate executive’s weblog provides a powerful strategic and tactical tool for expanding his or her influence and growing the company.”

G. A. “Andy” Marken has worked in front of and behind the TV camera and radio mike. Unlike most PR people he listens to and understands the consumer’s perspective on the actual use of products. He has written more than 100 articles in the business and trade press. He has been a marketing and communications consultant for more than 30 years involved in the wild early days of the Internet/Web, heyday of the videogame industry and the maturing professional and consumer video industries. His experience includes brands like AT&T, Panasonic, Philips, Dazzle, Atari, NTI, ADS Tech, Pinnacle Systems, CyberLink, InterVideo, Ulead and Verbatim.

via To Blog or Not to Blog.

Starbucks Apologizes for Great Branding

Johan Palm — Mon, 11 Jan 2010 18:25:05 +0000

So many rights doesn’t mean a great brand like Starbucks can’t go wrong!

I have to agree with Doug Briley. Please Starbucks, don’t try to appease consumers by saying you’re someone you’re not!

Read the article: Starbucks Apologizes for Great Branding.

Here’s a you tube clip on this topic…

What Great Brands Do

Johan Palm — Mon, 11 Jan 2010 18:21:37 +0000

Scott Bedbury knows brands. The man who gave the world ‘Just Do It’ and Frappuccino shares his eight-point program to turn anything — from sneakers to coffee to You — into a great brand.

1. Relying on brand awareness has become marketing fool’s gold – smart brands are more concerned with brand relevancy and brand resonance

2. You have to know it before you can grow it – most brands don’t know who they are, where they’ve been and where they’re going

3. Always remember the Spandex rule of brand expansion – just because you can doesn’t mean you should

4. Great brands establish enduring customer relationships that have more to do with emotions and trust than with footwear cushioning or the way a coffee bean is roasted

5. Everything matters – even your restroom

6. All brands need good parents – unfortunately most brands come from troubled homes

7. Big is no excuse for being bad – truly great brands use their superhuman powers for good and place people and principles before profits

8. Relevance, simplicity, and humanity – rather than technology – will distinguish brands in the future

Read the article here!

Read more about Scott Bedbury on his consultancies homepage http://www.brandstream.com

Life lessons from an ad man by Rory Sutherland

Johan Palm — Sat, 09 Jan 2010 10:53:34 +0000

Advertising adds value to a product by changing our perception, rather than the product itself. Rory Sutherland makes the daring assertion that a change in perceived value can be just as satisfying as what we consider “real” value — and his conclusion has interesting consequences for how we look at life.

Please take these 17 minutes. They are highly rewarding and entertaining!

John Gerzema on the post-crisis consumer

Johan Palm — Fri, 08 Jan 2010 08:42:09 +0000

Great presentation on how the crisis has influenced consumers and calls for new business and marketing patterns and methods.

Planning and beyond by Redscout

Johan Palm — Thu, 07 Jan 2010 23:55:53 +0000

Redscout’s SPUR video series explores the intersection of brands, strategy, innovation and the world of account planning. It sparks a lively discussion, and is highly inspirational to those working in the field.

Spur™ from Redscout ” a discussion and video series about planning and beyond“.

Participants amongst others are:

Douglas Atkin, Writer; Partner & Chief Community Officer of MeetUp.com
Devika Bulchandani, Chief Strategy Officer; McCann Erickson
Dan Cherry, Managing Partner, Director of Brand Strategy; Anomaly
Piers Fawkes, Founder; PSFK
John Gerzema, Chief Insights Officer; Young & Rubicam
Heidi Hackemer, Senior Planner; BBH
Robin Hafitz, Chief Strategic Officer; Kirshenbaum Bond Senecal & Partners
Sally Jones, Founder; Tangerine
Gareth Kay, Director of Digital Strategy; Goodby & Silverstein
Hank Leber, Founder; Agency Nil and Associate Planner, McKinney
Domenico Vitale, Founder; People, Ideas & Culture
Freya Williams, Global Planning Director; Ogilvy Earth
Paul Woolmington, Founding Partner; Naked Communications NY, Global Partner of Naked Communications

Future of planning

Johan Palm — Thu, 07 Jan 2010 23:53:32 +0000

Great slideshow on the future of planning by Zeus Jones.

He talks about the importance of marketings essential corner stones creating, communicating and delivering value and how we need to transform marketing from a communication oriented role to a value-creating tool.

The power of time outs

Johan Palm — Thu, 07 Jan 2010 23:48:09 +0000

Every seven years New York based german designer Stefan Sagmeister closes his New York studio for a yearlong sabbatical to rejuvenate and refresh his creative outlook. He explains the often overlooked value of time outs and shows innovative projects inspired by sabbaticals.

Highly controversial, but so logical.

Luxury brands in times like these…

Johan Palm — Thu, 07 Jan 2010 23:44:35 +0000

“This is not a time to panic, this is a time to define and redefine the brand.”

Article on how luxury brands need to be active during downturns.

Luxury Brands: Marketing the Upscale During a Downturn – Knowledge@Wharton.