The Wall Street Journal is proclaiming Lady GaGa the new model for business success.

Think digital domination (she topped the digital sales charts for 2009). An debut album with four #1 songs. The unabashed product placement deals for videos like Bad Romance (is that five major brands, or six in a single 3 minute video?). A dramatic flourish the likes of which hasn't been seen since Madonna. A genre-busing persona that epitomizes brand positioning across multiple segments. And complete success in an industry hard-hit by the worst economic downturn in generations.

As the Journal puts it, "Gaga's allure is that of a misfit run amok in the system, a role that has helped her cut across disparate subcultures, including teens, finicky hipsters and gays, to whom she sends frequent shout-outs. While Gaga's bared skin and professed androgyny have raised the eyebrows of interviewers like Oprah Winfrey and Barbara Walters, she isn't shocking, per se."

Interesting piece and about time the mainstream business press is recognizing this phenom. It's time brand marketers started learning from her success.

Read the Journal story, here.

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PRE-ORDER NOW:

"... Truly A Must-Read  ..."

Today, the 24/7 always-on consumer sees everything as an advert. In this new world of ‘consumer time,’ marketers need to bond with consumers in ways that go beyond a mere iPhone or gaming application – just another passing fancy that won’t stay relevant. Rick Mathieson’s THE ON-DEMAND BRAND is truly a must-read for marketers who need to cut through the clutter to gain a deeper understanding of their consumers, spot trends and predict outcomes.”

Conor Brady
Chief Creative Officer
Organic, Inc

>>> IN STORES APRIL 28 - READ MORE HERE <<<

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We'll show some of these, leading up to the big game, Feb. 7.

Last year, Doritos said it'd pay $1 million to a contestant in this annual consumer-created ad contest who tops USA Today's Ad Meter rankings. This year, the brand is upping the ante - to $5 million to those who can conquer the top three ratings. I take that to be split between three contestants. The big game is coming fast, so vote now or for ever hold your peace.

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PRE-ORDER NOW:

"... Truly A Must-Read  ..."

Today, the 24/7 always-on consumer sees everything as an advert. In this new world of ‘consumer time,’ marketers need to bond with consumers in ways that go beyond a mere iPhone or gaming application – just another passing fancy that won’t stay relevant. Rick Mathieson’s THE ON-DEMAND BRAND is truly a must-read for marketers who need to cut through the clutter to gain a deeper understanding of their consumers, spot trends and predict outcomes.”

Conor Brady
Chief Creative Officer
Organic, Inc

>>> IN STORES APRIL 28 - READ MORE HERE <<<

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Just received Publishers Weekly's review of my new book THE ON-DEMAND BRAND  (you can read more about the book here, and pre-order it here):

“Through persuasive arguments and q&a’s with the major players in advertising, Mathieson makes an excellent case for greater creativity and outside-the-box thinking backed up with solid ideas.” –Publishers Weekly

The On-Demand Brand: Ten Rules for Digital Marketing Success in an Anytime, Everywhere World

Rick Mathieson. Amacom, $24.95 (304p) ISBN 978-0-8144-1572-6
 
The consumers of yesteryear—a captive audience glued to “mandatory” commercials during a weekday sitcom—are long gone. Today’s consumers dodge ads whenever they can, watching streaming video, immersing themselves in online content, and becoming more and more removed from traditional advertising. And today’s marketers are desperate to connect with this elusive, increasingly ad-resistant consumer republic. Madison Avenue has had to struggle to keep up, and Mathieson (Branding Unbound) has excellent ideas for how it can. A brand is a story, and it’s a company’s job to find a way to make it compelling. Advertisers need to start thinking more like programmers, considering more creative content for their audiences. The most successful campaigns of late have spoken to consumers in a way that’s interesting and engaging beyond the scope of the product itself (e.g., Burger King’s Subservient Chicken site) or possess shock-value (e.g., Dove’s Campaign for Real Beauty) or provide entertainment beyond the scope of the hard sell. Through persuasive arguments and q&a’s with the major players in advertising, Mathieson makes an excellent case for greater creativity and outside-the-box thinking backed up with solid ideas. (Apr.)

 Twitter's raking in new tweeps at a rapid clip, the vast majority of those people never use it.

Turns out only about 17% of people ever send a single tweet in a given month. And 40% have never ever sent a Tweet. Twenty-five percent have no followers.

What's more, the rate of new users is slowing down.

To be fair, 17% of 75 million people is still a lot of people at least sending one tweet. But it also helps to deflate some of the hype so we get a realistic view of just how engaging Twitter really is.

Read more, here.

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PRE-ORDER NOW:

"... Truly A Must-Read  ..."

Today, the 24/7 always-on consumer sees everything as an advert. In this new world of ‘consumer time,’ marketers need to bond with consumers in ways that go beyond a mere iPhone or gaming application – just another passing fancy that won’t stay relevant. Rick Mathieson’s THE ON-DEMAND BRAND is truly a must-read for marketers who need to cut through the clutter to gain a deeper understanding of their consumers, spot trends and predict outcomes.”

Conor Brady
Chief Creative Officer
Organic, Inc
 

 

 

 

 

 

>>> IN STORES APRIL 28 - READ MORE HERE <<<

 

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 While Pepsi's sitting out the Super Bowl for the first time in two decades, Coca-Cola said today that its working philanthropy and social media into its Super Bowl game plan.

According to the New York Times, Coke will run two commercials during the Super Bowl XLIV on Feb 7. Visitors to a special Coke "Live Positively" Facebook page will be able to share virtual gifts with friends, after which three things will happen:

• The recipient will get an image of a Coke bottle that will appear on the recipients Facebook page and news feed

• The giver will get a 20-second sneak peek at one of the two Super Bowl spots

• Coke will donate a dollar to the Boys and Girls Clubs of America

It's interesting, because in recent months, Pepsi has been actively promoting its own social media-oriented "Refresh Project" - helping folks improve their communities.

Now, by not being in the biggest advertising venue of them all, Pepsi may cede some of the positioning to Coke's own cause-oriented social media effort. And Coke gets to refine its own social media initiatives, including Expedition206 effort, which was very social, but not as overtly philanthropic.

What do you think: Is Pepsi making a mistake by not being the Super Bowl?

Read more, here.

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PRE-ORDER NOW:

"... Required Reading  ..."

“THE ON-DEMAND BRAND is witty, insightful, dynamic, and highly inspiring. This book should be required reading for marketers— or anyone trying to understand how to keep their brand relevant and energized through the rapidly changing consumer landscape. Mathieson has a gifted ability to dig under the breakthrough ideas that are keeping top brands engaged with their current and new consumers, offering key insider takeaways that we all can learn from.”

Alison Moore
Vice President, Brand Strategy
& Digital Platforms
HBO
 

 

 

 

 

 

>>> IN STORES APRIL 28 - READ MORE HERE <<<

 

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AC/DC's not dumb. After its music figured prominently in the Marvel Comics smash-hit movie "Iron Man," the band is putting the pedal to the heavy metal for "Iron Man 2," which opens later this year.

Marvel and Columbia Records will release a best-of album called "AC/DC: Iron Man 2" in April. And they're out now with a music video for "Shoot to Thrill" that features footage from the movie. Enjoy.

Read more, here.

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PRE-ORDER NOW:

"... Required Reading for The Digital Age ..."

“Absolutely inspiring! Mathieson takes us on a lively journey through the digital marketing universe, with powerful insights into what has worked, what hasn’t, and most important of all—why. His 10 rules of engagement will spark creativity and inform a new generation of digital marketing initiatives— including my own. Put simply, THE ON-DEMAND BRAND is required reading for the digital age.”

Peter Cole
Technology Director
R/GA

>>> IN STORES APRIL 28 - READ MORE HERE <<<

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 Don't miss my Mobile Boot Camp creative showcase at iMedia's Breakthrough Summit, March 21-24, at the Hyatt Regency Coconut Point Resort & Spa, Florida.

At this particular event, I'll be sharing some of the world's most creative mobile marketing initiatives with top agency and brand executives. Should be a lot of fun!

Read more, here.

And learn more about some of my upcoming speaking engagements, here.

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PRE-ORDER NOW:

"... Required Reading for The Digital Age ..."

“Absolutely inspiring! Mathieson takes us on a lively journey through the digital marketing universe, with powerful insights into what has worked, what hasn’t, and most important of all—why. His 10 rules of engagement will spark creativity and inform a new generation of digital marketing initiatives— including my own. Put simply, THE ON-DEMAND BRAND is required reading for the digital age.”

Peter Cole
Technology Director
R/GA
 

 

 

 

 

 

>>> IN STORES APRIL 28 - READ MORE HERE <<<

 

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We'll show some of the finalists from this year's Doritos "Crash The Super Bowl" user-generated TV spot contest between now and game day.

This one's called "Casket." 

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PRE-ORDER NOW:

"... Required Reading for The Digital Age ..."

“Absolutely inspiring! Mathieson takes us on a lively journey through the digital marketing universe, with powerful insights into what has worked, what hasn’t, and most important of all—why. His 10 rules of engagement will spark creativity and inform a new generation of digital marketing initiatives— including my own. Put simply, THE ON-DEMAND BRAND is required reading for the digital age.”

Peter Cole
Technology Director
R/GA

>>> IN STORES APRIL 28 - PRE-ORDER NOW <<<

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 Has Jennie Garth become the queen of online branded entertainment?

First there was her turn as an powerful executive in Candace Bushnell's "The Broadroom."

Now she's throwing a "Garden Party" with Clorox's Hidden Valley Ranch brand of salad dressings.

I'm not sure what's getting my attention more - the show or the fact that Hidden Valley Ranch is made by Clorox.

Either way, the show will feature a different vegetable each month. I'm not sure if that's code for "guest stars," or food.

Oh right: This month's headliner is "Broccoli." And it'll be promoted heavily across NBC properties, iVillage and its own Facebook page. 

To be fair, I'm not exactly the target audience here. But I'm thinking somebody's going to have some fun with ivdeo spoofs featuring a faux Garth and her Clorox Hidden Valley Ranch dressing.

Get the dirt on "Garden Party," here.

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PRE-ORDER NOW:

"... Required Reading for The Digital Age ..."

“Absolutely inspiring! Mathieson takes us on a lively journey through the digital marketing universe, with powerful insights into what has worked, what hasn’t, and most important of all—why. His 10 rules of engagement will spark creativity and inform a new generation of digital marketing initiatives— including my own. Put simply, THE ON-DEMAND BRAND is required reading for the digital age.”

Peter Cole
Technology Director
R/GA

 

 

 

 

 

>>> IN STORES APRIL 28 - PRE-ORDER NOW <<<

 

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 Move over, Brian Williams. 

Sure, the White House has that fancy new iPhone app and the Republicans have a complicated texting chat scheduled for their response to the State of the Union address tonight - even before the speech is over.

But at CitizenYouTube, voters are invited to submit and vote on follow-up questions, which the President will answer (well, at least some of them) next week in an online event from the White House.

Of course, it's not exactly a chance to play Hardball. The video questions and taped, and it sounds like the White House gets to decide which questions to take.

Not exactly democracy in action. More like crowdsourcing a photo opp. But it beats a text chat.

Read more, here.

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PRE-ORDER NOW:

"... Required Reading for The Digital Age ..."

“Absolutely inspiring! Mathieson takes us on a lively journey through the digital marketing universe, with powerful insights into what has worked, what hasn’t, and most important of all—why. His 10 rules of engagement will spark creativity and inform a new generation of digital marketing initiatives— including my own. Put simply, THE ON-DEMAND BRAND is required reading for the digital age.”

Peter Cole
Technology Director
R/GA

 

 

 

 

 

>>> IN STORES APRIL 28 - PRE-ORDER NOW <<<

 

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