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10 New Years Resolutions for Brands from Shawn Parr, CEO, Bulldog Drummond

Bulldog drummond guest post resolutions 2011 This is a special holiday guest post from Shawn Parr, CEO of Bulldog Drummond, a design and innovation consultancy based in San Diego, whose clients include Starbucks, Pepsi, Jack in the Box, Adidas, MTV, Nestle, Pinkberry, Virgin, Disney, Nike, American Eagle Outfitters & More. Some outstanding food for thought as we look ahead to 2011.


1. BE COURAGEOUS, OFTEN

Take bold steps to stand out from the crowd. Reflect on 2010 and look at what you did well, and what you could have been different. Take courageous steps to help your brand stand out in 2011.

2. REVISIT AND REFINE YOUR PURPOSE
Take the time to look back at your mission and vision and ask if you were living it in 2010. Look for places to bring it to life with your team and explore whether you need to refine it. Remember: the words aren't set in stone. If they're not resonating, rewrite and revise!

3. SHUT UP AND LISTEN 
There's a lot to learn if you just take the time to listen. Make sure you ask your team for feedback, ideas and suggestions. Listen to your consumers and pay attention to research. Listen to what they have to say and act on what you've heard. Honest, unfiltered feedback is fuel for change.

4. FIND AN ENEMY
An enemy gives you and your team something to push against–something to challenge. An enemy inspires passion!  This year, define a clear enemy and rally your team. It could be a competitor, a trend or an element of your internal culture. No matter what it is, create a plan to beat it, share the mission with your team and go forth!

5. STRETCH AND SET SOME BIG GOALS
Set at least one wild and audacious goal for 2011–something you've never tried before. Outline the goal, share it with your team and challenge them to play their part in achieving it. Just don't forget to celebrate the small victories and successes on the journey.

6. BUILD A PASSIONATE AND ENGAGED TEAM
Your most valuable resource is your people. This year, weed out those don't contribute and aren't engaged. Replace them with active, passionate and energized people who will make a true difference to the rest of your team and your brand.

7. INJECT FUN INTO THE EVERYDAY 
One of the best motivators for your team is a great work environment. This year, start doing small things that make your employees happy. A monthly massage for a those who have put in extra hours or a weekly pot-luck for the team. Small gestures or events can make a big difference. And the benefits won't just stop with your team - they will show through everything that your brand does. Happy people equals happy brand.

8. PLAN FOR LEARNING 
This year, make a commitment and ensure you company is continually learning and is inspired by the word at large. Create a program that allows your team to take classes. Host a "learning lunch" monthly with guest speakers. Injecting new thinking into your organization will energize your team and, ultimately, benefit your brand.

9. MAKE FRIENDS WITH OTHER BRANDS
Partner brands can be your best ally–whether they're in your space or not. This year, chart a "circle of love," identifying brands with similar values that you'd like to partner with in 2011. Set one member of your team with a potential relationship and have them explore how to collaborate. You'll be surprised by the results, even just the initial conversations you'll have about your own brand.

10. SAY THANK YOU AND SHOW THAT YOU REALLY MEAN IT
And, lastly, do what your mother told you! Thanking people goes a long way to creating valued and appreciated fans–internally and externally. This year, find new ways to show you appreciate your team, your customers and your partners, in ways that truly make a difference in their lives. You'll be surprised and delighted by the results. 

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"... EXCELLENT ..."

Publisher's Weekly

 

"... A MUST-READ ..."

Russell Weiner, Chief Marketing Officer, Domino's Pizza, Inc.

 

"... WITTY, INSIGHTFUL, DYNAMIC AND HIGHLY INSPIRING ..."

Alison Moore, Vice President, Brand Strategy & Digital Platforms, HBO

 

"... TRULY A MUST-READ FOR MARKETERS WHO NEED TO CUT THROUGH THE CLUTTER ..."

Connor Brady, Chief Creative Officer, Organic, Inc.

 

"... REQUIRED READING FOR THE DIGITAL AGE ..."

Peter Cole, Technology Director, RGA

 

 >>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<


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Interview: Courteney Monroe, EVP, Consumer Marketing, HBO (Pt. 2) - On Branding HBO (Pt. 2)

  HBO wants you to "imagine" the possibilities.

If you thought "Voyeur Project" and this holiday season's “Make Your Own HBO" are cool, you might also like to go behind the scenes of this past year's "HBO: Imagine" - an ambitious sequel to "Voyeur" that features, among other things, a giant outdoor cube that displays scenes from a mini-drama shot from four different perspectives, so you have to view each side of the cube to get the big picture.

Factor in a content-rich microsite that enables users to navigate their way through the campaign's complex narrative, and so powerful was the experience, the initiative won a Gold Lion at the 2010 Cannes Lions Advertising Festival.

In this excerpt from an interview with Courteney Monroe, HBO's executive vice president of consumer marketing for the new book, THE ON-DEMAND BRAND, we go inside "HBO: Imagine" to find out why this campaign makes for such an exciting successor to "Voyeur." Along the way, she'll share her views on how this kind of initiative is so important for burnishing the HBO brand - which, by the way, has seen record subscriber growth, to 27 million - despite tough economic times. As you'll see, this effort might just help explain why.

Courteney_monroe_photo COURTENEY MONROE, EVP, CONSUMER MARKETING: BRANDING HBO (PT. 2)

(Approx. 8:22)

ALSO LISTEN TO:

COURTENEY MONROE, EVP, CONSUMER MARKETING (PT. 1) - ON BRANDING HBO

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>>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<

OD_cover

"... EXCELLENT ..."

Publisher's Weekly

 

"... A MUST-READ ..."

Russell Weiner, Chief Marketing Officer, Domino's Pizza, Inc.

 

"... WITTY, INSIGHTFUL, DYNAMIC AND HIGHLY INSPIRING ..."

Alison Moore, Vice President, Brand Strategy & Digital Platforms, HBO

 

"... TRULY A MUST-READ FOR MARKETERS WHO NEED TO CUT THROUGH THE CLUTTER ..."

Connor Brady, Chief Creative Officer, Organic, Inc.

 

"... REQUIRED READING FOR THE DIGITAL AGE ..."

Peter Cole, Technology Director, RGA

 


 >>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<


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Interview: Courteney Monroe, EVP, Consumer Marketing, HBO (Pt 1) - Branding HBO

 One of my favorite new holiday campaigns is “Make Your Own HBO,” which in addition to hilarious TV spots, includes  a website where users can recreate select scenes from shows like “True Blood,” “Entourage” and “Eastbound and Down” using augmented reality-enhanced sock puppets.

It is, after all, just the latest in a string of campaigns that reinforce HBO’s unconventional approach to marketing TV shows through non-television platforms.

Together with agency BBDO and partnerships like Big Spaceship and Circ.us, HBO has a long history in innovative digital campaigns, most notably with its famous Cannes Lions Grand Prix-winning "Voyeur Project."

Sure, the subscription cable television network could always advertise its shows on other television networks – and it often does.

But in an effort to highlight its longtime “It’s not TV, it’s HBO” positioning, the cable network first looked beyond the small screen to build a truly groundbreaking experience with "Voyeur."  The result is the ultimate in advertising as content.

Watch the video here, and then listen in on excerpts from a pair of source interviews with Courteney Monroe, HBO's executive vice president of consumer marketing, for the new book, THE ON-DEMAND BRAND. In part one, we discuss HBO’s approach to "Voyeur" (in coming days I’ll share segments of a later interview about this past year's “HBO Imagine” campaign). Along the way, you’ll gain insights into how HBO approaches multi-platform marketing initiatives – and you'll hear Monroe’s perspectives on what makes a campaign viral, and what most definitely will not.

Courteney_monroe_photo COURTENEY MONROE, EVP, CONSUMER MARKETING: BRANDING HBO (PT. 1)

(Approx. 5:43)

 

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>>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<

OD_cover "... EXCELLENT ..."

“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."

Publisher's Weekly

 >>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<


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#1 Digital Marketing Trend for 2011: Augmented Reality (AMA Presentation)

 Yes, it was over-hyped in 2010 - not even remotely ready for prime time.

But in the conclusion of my talk at a recent MNAMA's Digital Series event to promote my new book, THE ON-DEMAND BRAND, I look at some of the ways augmented reality has pointed to possibilities that could redefine the world of marketing in the decade ahead.

 

 

You'll hear about some of my favorite recent AR initiatives - including the Hyperfactory's "Virtual Tennis" AR campaign for Coca-Cola Europe; Ray-Ban's AR-enabled website; Publicista's "Cleanest Test Drive Ever" for Toyota Auris and more.

And you'll hear some thought-provoking predictions form Prinz Pinakatt, head of digital marketing for Coca-Cola Europe, on what augmented reality has in store for 2011.

#1 TREND IN DIGITAL MARKETING FOR 2011: THE EVOLUTION OF AUGMENTED REALITY

(Approx. 4:18)

ALSO LISTEN TO:

AMA Presentation Part 1: #5 Top Trend for 2011: Social Media

AMA Presentation Part 2: #4 Top Trend for 2011: Hyper-targeting

AMA Presentation Part 3: #3 Top Trend for 2011: Branded Games

AMA Presentation Part 4: #2 Top Trend for 2011: Mobile Marketing

 

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>>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<

OD_cover "... EXCELLENT ..."

“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."

Publisher's Weekly

 >>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<


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Top 5 Trends for 2011: Mobile Marketing - QR Codes, Social Retailing & More

 You don't get any more contrarian than these predictions for mobile 2011.

In part four of my recent talk at the MNAMA's Digital Series event, I address the #2 big trend for 2011: Mobile marketing - including QR codes, social retailing, traditional-mobile integration & more.

Along the way, you'll hear about apps like this year's Durex concept from Vallads + Ammentorp for enabling one iPhone to knock up another iPhone if it's left "unprotected."  And you'll see classic examples like this campaign from AMF Pension from Forsman & Bodenfors, where mobile supercharges the effectiveness of traditional advertising as never before possible.

Yes, 2011 is going to be a big year for mobile. Just not like most marketers imagine.

(Approx. 11:48)

Also listen to:

AMA Presentation Part 1: Top 5 Trends for 2011: Social Media

AMA Presentation Part 2: Top 5 Trends for 2011: Hyper-targeting

AMA Presentation Part 3: Top 5 Trends for 2011: Branded Games

 

-----------------------------------------------------------------------

>>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<

OD_cover "... EXCELLENT ..."

“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."

Publisher's Weekly

 >>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<


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Top 5 Trends for 2011: Branded Games - Social, Mobile & Beyond (AMA Presentation Part 3)

Turns out it's good to play games with your customers.

In part three of my recent talk at the MNAMA's Digital Series event, I address the #3 big trend for 2011: Branded games and other forms of social, mobile branded entertainment.

You'll hear about the remarkable amount of time consumers spend with branded games vs. other forms of marketing communications, some decidedly counter-intuitive research on branded games in B2B marketing, and some powerful ways branded games will extend from the digital world to the physical world in the year ahead (ala the "Tron Livecycle" game from Coke Zero).

Make no mistake: Companies are doing some serious business through branded games. Here's how.

(Approx. 6:39)

Also listen to:

AMA Presentation Part 1: Top 5 Trends for 2011: Social Media

AMA Presentation Part 2: Top 5 Trends for 2011: Hyper-targeting

-----------------------------------------------------------------------

>>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<

OD_cover "... EXCELLENT ..."

“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."

Publisher's Weekly

 >>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<


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Top 5 Trends for 2011: Hyper Targeting (AMA Presentation Part 2)

Ama pres ads Digital advertising's getting smarter by the day.

Technologies like "interest-based advertising" and "behavioral targeting" that once targeted people based on rudimentary consumer profiles are rapidly giving way to a new generation of technologies.

A generation that is, that uses new data mining capabilities to dynamically customize ads to fit each viewer's age, gender, location, profession, personal interests, household income, online activities, past purchase behavior, advertising response characteristics and more. Truly exciting stuff, if used judiciously.

In part two of my recent talk at the MNAMA's Digital Series event, I hit the #4 big trend for 2011 - hyper targeting - and offer up some basic guidelines for keeping digital advertising safe for both commerce and consumer privacy.

(Approx. 4:28)

 

Also listen to: Top 5 Trends for 2011: Social Media (AMA Presentation Part 1)

-----------------------------------------------------------------------

>>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<

OD_cover "... EXCELLENT ..."

“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."

Publisher's Weekly

 >>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<


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Top 5 Trends for 2011: Social Media (AMA Presentation)

 

For all the hype around social media this year, it may come as a surprise to many marketers that the percentage of online Americans participating in social media has actually gone down over the last year, according to Forrester Research.

So what's up? In part one of a recent presentation to the Minneapolis Chapter of the American Marketing Association, I look at what happens when users (and marketers) stop buying into the hype - and start getting serious about generating results through social media.

Along the way, we'll talk about the mobile + social + local connection, as exemplified by mobile apps like Foursquare, Groupon and, one of my favorite branded apps, Epic Mix from Vail Resorts (see video here). Look for the #4-#1 top trends for 2011 over the next few days.

AMA PRESENTATION ON TOP 5 TRENDS FOR 2011: #5: SOCIAL MEDIA

(Approx. 12:32)

 

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>>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<

OD_cover "... EXCELLENT ..."

“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."

Publisher's Weekly

 >>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<


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Honda Knows If You've Been Naughty or Nice on Facebook

Honda_naughty_nice It's the NaughtyOrNice-a-Tron, and as this screen capture indicates, it scans your Facebook status updates from the past year to determine if you're the former or the latter. Best of all, you can share and compare your results with friends to see who's been bad or good, for goodness sake.

Sure, it's only tangentially tied to the idea of innovative Honda engineering. But the initiative is a fun, soc-net savvy way of celebrating the start of the Happy Honda Days campaign, from the folks at RPA.

Well, let me see if I'm on the good list before I gush too much. In the meantime, read all about it, here.

 

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>>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<

OD_cover "... EXCELLENT ..."

“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."

Publisher's Weekly

 >>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<


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'Make Your Own HBO' Lets You Recreate Scenes from HBO Shows - With Sock Puppets

 HBO does it again.

It seems like we've been posting about campaigns for DVD releases a lot lately, what with the holiday season in full swing. But this one, from BBDO & Circ.us, looks to be one of the coolest so far.

There are the hilarious spot, and, as Creativity Reports, a site where fans of shows lke "True Blood," "Entourage" or "Eastbound and Down" can recreate select scenes with augmented reality-enhanced sock puppets.

Go ahead, read that again. We'll wait for you.

Better yet, try it yourself, here.

(I actually couldn't seem to get the app to work - nor a Funny or Die post of a scene from "Eastbound and Down" - due to a Flash bug that's being fixed, but here's hoping it'll all be smoothed out by the time you read this.)

In all, the effort lives up to a notion I put forth in my new book, THE ON-DEMAND BRAND, that the most engaging branded entertainment experiences accentuate the P-O-S itive. That is, they are Personalizable, Ownable, and Sharable.

In this instance, it's by way of augmented reality sock puppets.

Which is just goofy enough to make us want to try it.

Read more about the effort, here.

 

-----------------------------------------------------------------------

>>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<

OD_cover "... EXCELLENT ..."

“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."

Publisher's Weekly

 >>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<


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