Sunday, 31 January 2010

Martin Lindstrom | Moments of Brand Zen | January


easier, faster and more relevant
Nothing has made access to brands easier, faster and relevant to consumers than technology.  GPS-based messaging by NTT Docomo in Japan takes it to a whole new level. Their LBS (location Based System) pinpoints and suggest shops, restaurants and whatever else you may require – to within 50 meters of your location – wherever you are! For consumers, the real rewards are contextual and relevant messages that recognize who you are, where you are and what you need – all the right moment.   Watch Video 

using sex to market your brand
If you’re planning on using sex to market your brand and get consumers to engage, you’d best be prepared for what comes next. When clothing and accessories retail giant XOXO decided to parade 2 sexy young women in a 5th avenue window around peak Christmas shopping time, it seemed they knew just what they were doing. Or did they? It’s risky business using sex as a means of luring consumers in to your brand, for the simple reason that inevitably it is not the sex that’s working for the brand, but the hype being caused. In this video I examine this precise issue, looking at some of the do’s and don’ts when heading down risquĂ© promotional avenues.  Watch Video

For the Love of Tim
Forget Wayne Gretsky, Celine Dion and Dan Akroyd. Canada’s hottest new export to its southern neighbors is Tim Horton. This is a Canadian success story (2,700 stores coast-to-coast) that has carved out a niche in a market that is neither fast food, nor specialist coffee either. What is it then?  Watch Video

SUBWAY GOING GREEN
The recent Tokyo Designer week, which integrates the aspirations of design, technology and the environment in one show, and which provides a sneak preview of the future, left visitors with one powerful impression – brands will not survive if they cannot demonstrate real environmental support.  Watch Video

Viral Marketing Put to the Test
Explains how the strategy of spreading a video to as many popular video websites as possible.   The results? It was quickly available on 400 websites, including 70 versions on YouTube alone.  Watch Video

Viral marketing strategy?
Did you know that today only 5% of the global brands have a viral marketing strategy?  Three things have to be present to build at powerful viral video: First of all it needs a talking point, a content that makes people talk about it, secondly it has to be a bit sensational and cross the line that makes it too extreme to be shown on TV, viral videos belongs to the Internet. Finally it has to have a "soap" element around it, so the target group can get their video-input on a regular base, and it is only an advantage if the video contains humour, irony and sarcasm as a part of the message.  Watch Video