May, 2014
Archive

  • Insight Driven Multicultural Marketing

    What do you do when a product design change alienates a key ethnic group?

    Toyota faced this challenge with the 2012 Toyota Camry redesign. The Asian American audience had always considered the Camry a “smart buy”. A 2009 Polk report states “manufacturer’s reputation and quality is the number one purchase driver among Asian Americans.”  With the slick new body style, the Camry was no longer attractive to this audience. It didn’t seem as durable or high quality as the previous model. In short, it was too sexy. Even though Asian Americans are only 5-6% of the population, they represent the highest percentage of Toyota sales. This was a big problem, and Toyota needed to win this market back.
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    May 31, 2014 • Emerging Media • Views: 868

  • Building “Immersive Media”

    “The potential with digital marketing seems to truly be bound
    only by the creativity of those who wield the tools.”

    (Strasser, 2014)

    Emerging Media, or “Immersive Media” as I like to call it, enables a 360-degree surround sound of the consumer with messages that effortlessly connect and engage. The emerging media toolbox is comprised of individual digital tactics such as websites, banner ads, blogs, eblasts, search, social media and mobile marketing. But by adding a little creativity and imagination, we can use these to build a fully immersive experience with the brand.
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    May 26, 2014 • Emerging Media • Views: 8001

  • Looking Glass Into The Future

    To better understand the future of Google Glass, I recently interviewed Dave Lorenzini, a pioneer in geospatial and augmented reality industries. In 2000, he helped to start Keyhole.com, which was the first global 3D visualization system online. Today it is known as Google Earth and serves over a billion users worldwide. Now, as the founder of The Glassware Foundry, he helps companies create software for Smart Glasses such as Google Glass and prepare for “this revolutionary new way to look at the world.” Continue Reading

    May 19, 2014 • Digital Health, Emerging Media, Wearable Tech • Views: 955

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  • The art of medicine consists in amusing the patient while nature cures the disease.

    • Voltaire •

  • LifeBand Touch Release Date

    This year at CES 2014, LG joined the wristband sensor craze with the launch of LifeBand Touch. LifeBand Touch is not only a smart watch but an activity tracker as well. It sports a sophisticated design that does it all. In addition, the corresponding Heart Rate Earphones measure your heartbeat, something lacking from other popular wrist trackers.
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    May 18, 2014 • Wearable Tech • Views: 752

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  • “Seeds” from Glass

    Nice branding video to humanize this some what geeky wearable tech, but it will need to do more than just let me video my travel.

    May 18, 2014 • Digital Storytelling, Google GLASS, Integrated Marketing • Views: 684

  • Flipping a Negative Perception

    “Uncommon success requires uncommon thinking”

    – Rob O’Keefe (O’Keefe, 2007)

    Jose Alberto Duenas, vice president for cereal marketing in the United States at Kellogg, said in a 2010 New York Times article, “If you want to make a connection, you have to give consumers a chance to take part of the spotlight. Authenticity is what we’re looking for” (Newman, 2010). To create connection, marketers need to think above the literal product features and benefits when creating commercials. This means not actually showing the product “or if they do, it’s incidental at best” (Menick, 2014). This means using storytelling to affect an emotion. This means letting consumers be the heroes in the journey.
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    May 10, 2014 • Digital Storytelling • Views: 739

  • “OK Glass” Now What?

    I recently joined the Google Glass Explorer Program. So far, I can look futuristic in them. That’s about it.

    Ha! Actually, I am trying to discover all of the benefits of using Google Glass. Right now, the things one can do are pretty mundane. Take a picture, take a video, Google something. But, there are are some other utilities that I am researching. I’ve side loaded a couple of apps. One shows you gas prices near you. One shows real estate prices when you look at a particular house. Nice parlor tricks, but how will Glass increase productivity in my day?
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    May 8, 2014 • Google GLASS, Integrated Marketing, Wearable Tech • Views: 609

  • Brand Provocation

    Cadillac ELR – 2014

    “Poolside”

    Strategy:

    Chrysler wanted a commercial to get peoples’ attention off their smartphones for a minute and think about Cadillac’s extended-range electric ELR. The ad, created by ad agency Rogue, is intended to be “brand provocation,” said Craig Bierley, Cadillac’s advertising director (McCarthy, 2014). The spot has gotten a lot of criticism for being too “elite” and pro-American since it debuted during the Olympic Opening Ceremonies. But, it is getting notice. It has made people stop and think.
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    May 3, 2014 • Digital Storytelling • Views: 658

  • Owning “Career”

    MONSTER.COM – 1999
    “When I Grow Up”

    Strategy:

    After a call directly from Monster.com founder Jeff Taylor, Edward Boches, chief creative officer at Mullen Boston had only 6 weeks to create a Super Bowl ad. The strategy was to not talk about job listings, but create an emotional connection with people who actually work. Mr. Boches wanted “to own `career’ the way Nike owns `the athlete in all of us’” (Garfield, 2000). The spot debuted on Super Bowl Sunday and won the Advertising Age’s Best of Show in 1999.
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    May 2, 2014 • Digital Storytelling • Views: 728

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