JACK: Experience Brands

FanCulture: The Evolution of Influence is a short film exploring...

Wed, 16 May 2012 02:39:50 -0400

FanCulture: The Evolution of Influence is a short film exploring the role fans could, and should, play in brands and marketing.

Featuring expert opinion and insight from academics, marketeers and the fans themselves, this documentary looks at how a brand can identify their fans and, more importantly, harness their passion.

NIKE’s latest campaign installment highlighting their Free...

Fri, 11 May 2012 13:48:59 -0400

NIKE’s latest campaign installment highlighting their Free shoes is called “Building Twist”. It’s a great example of complex technology supporting a simple idea and creating a hands-on brand experience.

via @digitalbuzzblog

This campaign comes from solar power company Sunrun and agency...

Thu, 10 May 2012 16:12:52 -0400

This campaign comes from solar power company Sunrun and agency Heat (fitting name). The ads make fun of the stereotypical green energy user and claim Sunrun customers just want to save money.

View the others on their Youtube page.

The Creative Benefits of Exploring the Uncomfortable

Thu, 10 May 2012 11:04:26 -0400

The Creative Benefits of Exploring the Uncomfortable:

A great article on Fast Company about how an agency makes a NO-MEETING ZONE (yes please!) every Thursday morning and how a creative director took the time to learn new things she previously had no interest in.

It’s a bit like Google’s 80/20 idea but condensed into 3 hours with a bit of a twist. I’d like to see more agencies take on this dedicated learning/exploring time.

It’s Thursday and therefore an excuse to re-post the...

Thu, 10 May 2012 10:22:06 -0400

It’s Thursday and therefore an excuse to re-post the famous “pink pony” video mocking agencies’ video case studies… lest we take ourselves too seriously. (As we say here at Jack, take the work seriously, but not ourselves.)

Marimekko creates bold, vibrant textiles that are impossible to...

Wed, 09 May 2012 12:07:38 -0400

Marimekko creates bold, vibrant textiles that are impossible to go unnoticed. The Finnish company has made their mark in America by collaborating with giants, such as Crate and Barrel and being featured in Google’s First Day of Spring 2012 Doodle. This past weekend, I was excited to experience Marimekko’s brand at Mad. Sq. Eats via their brightly printed floral umbrellas and table covers. Their sponsorship wasn’t simply a footnote at the bottom of a banner, but instead, a functional and eye-popping presentation. Plus, it didn’t hurt that the Flatiron Building and Madison Square Park provided the backdrop to accentuate the vibrant colors of Marimekko!

Why can’t tradeshows be more like art fairs? The...

Tue, 08 May 2012 13:13:00 -0400

Why can’t tradeshows be more like art fairs?

The first-ever New York iteration of the Frieze Art Fair closed yesterday—and apparently, it was a huge success: gazillions of people traveled (I went by ferry) to Randall’s Island, not just for the art, but for the whole experience.

It made me wonder: why can’t tradeshows be more like art fairs? Here are some potential lessons:

The amazing, serpentine 250,000-square foot white tent designed by architectural firm SO-IL proves that a tradeshow space doesn’t have to be as dog-ugly as they mostly are.
The fact that 180 galleries were able to exhibit within a space that worked as a whole but allowed for the parts to shine individually proves that the typical chaos of the tradeshow environment is just unnecessary. (The galleries’ displays were even judged by a special panel, competing for a $10,000 prize for most inventive.)
The fact that the Frieze organizers brought in food vendors ranging from Sant Ambroeus to (yum) Frankies Spuntino to a smattering of food trucks outside proves that tradeshows can work harder to satisfy the tastes of attendees and not dumb these details down.
Even the signage was cool: all the galleries’ signs were consistently branded, color coded to place them within one of three main corridors—and inventively (and inexpensively) constructed out of thin cardboard boxes.

Always a big fan of FastCoDesign’s Infographic of the Day,...

Mon, 07 May 2012 17:51:00 -0400

Always a big fan of FastCoDesign’s Infographic of the Day, this one delighted me for various reasons:

1. I love when visualizing data/information can add a whole other layer of emotion and resonance (here: SF is super literary and LOVES itself some distinct neighborhoods).

2. It made me think of the various ways we could depict the idea of a content that doesn’t change (a geographical map let’s say) and overlay it with dynamic content and that same set of “set content” could mean something completely different depending on that additional layer (I would be psyched to see the movie version of this map: it could be video, visuals, quotes, drawings, etc.)

3. I used to live in SF and am having some serious home sickness lately. So thanks Fast Company. Can you please remind me that it’s foggy and cold June-October?

An "Unbranded" Ad Campaign from Ford (and it works)

Fri, 04 May 2012 09:49:00 -0400

I was inspired to share the below article I read this morning that talks about Ford’s new “unbranded” ad campaign. I think it’s a highly effective strategy to get consumers focused on the actual product and not, for better or for worse, the baggage a brand-name can bring. It’s a brave move in the automotive space. I’ll be interested to see if it pays off.

http://www.brandchannel.com/home/post/2012/05/03/Ford-Further-050312.aspx

http://gofurther.com/

The decidedly un-sexy brand experience that's better than you think

Thu, 03 May 2012 16:16:00 -0400

People like to beat up on RadioShack for all kinds of obvious reasons.

From a brand experience POV, sexy it ain’t (the stores look ’80s retro, but not on purpose). And from a financial POV, its need to redefine its retail premise and improve its experience is urgently manifested in its historically low $5 share price.

And yet…

Today I went to my neighborhood RadioShack out of a desperate need for ear buds for my iPhone. As I bought my (Apple, premium priced) earphones amidst the downmarket retail experience that is RadioShack, I was blown away by the contrast to Apple stores… but in a surprisingly positive way.

The salesperson took the time to engage me even though I was buying a relatively low priced item
She noted that my iPhone is cracked and offered to find out when I can upgrade (sooner than I thought, and I didn’t know I could do that at a RadioShack)
As part of that pitch she managed to get my email address, my home address and my home and mobile numbers
Although I missed that glistening shiny white cool feeling one gets at the Apple store, I did not miss that panicked claustrophobia I feel amidst the crowds, nor did I miss the implied insult of having to make an appointment or get on a waiting list for service

So: even if your brand can’t afford or isn’t ready for or simply doesn’t want to have that glistening shiny “special” brand experience of an Apple store, simply having effective, engaging, well-trained staff that proactively offer solutions to customers can help you make people feel pretty good about your brand experience.

The United States – D/B/A “Brand USA” - has just launched its...

Mon, 30 Apr 2012 11:22:19 -0400

The United States – D/B/A “Brand USA” - has just launched its first global branding campaign – Discover America. It’s meant to promote tourism to the US, and is anchored by this video featuring Roseanne Cash performing a song written for the campaign, “Land of Dreams.” As Forbes writer Anthony Wing Kosner comments in his article, it’s kind of like a re-boot of “This Land is Your Land”, and I have to admit I spent the weekend humming it. It’s certainly catchy, and pushes the right buttons of national identity, aspiration, and nostalgia.

Watch the video here.

It’s developed by JWT, for the US Government.

There’s a companion website, Discover America , which serves as a travel journal/planner of sorts.

Anyway, I wonder about two things:

The first is about whether JWT and the US government really hit the target: this is supposed to be a global campaign, but I can’t imagine that the imagery and folk-music setting of this video is going to tug on the emotions of people in France or China the way it does me. Even if you managed translations of the song, the references to the power of dreams and possibility are patriotic notes that have been pounded into my psyche since birth – but I can’t imagine that holds for people outside the US.

Second, this campaign is about drawing visitors to the US. Knowing what I go through every time I travel into the US from abroad, and seeing and hearing of the unpleasantness that my friends and colleagues with other passports experience crossing the US border, I started to think about the experience that most leisure travelers to the US will have when they come here.

Seems like the US government is falling into a typical communications trap: they’re advertising a utopia, and ignoring the ugly realities of the experience that the government delivers visitors. I can’t imagine that the folks at “Brand USA” are talking much to the people at Customs & Border Protection about integrated “Land of Dreams” experience – delivering that promise from the moment the plane lands. Get ready for your fingerprint, your photo, a brusque immigration officer, and an aggressive interview laced with suspicion. Land of Dreams!

I also wonder how people who live in places impacted by US foreign and defense policy are going to react to a communications campaign like this. Sure, many countries engage in “country branding” exercises, in order to promote investment or tourism. Oftentimes these are about raising awareness or clarifying some commercial proposition – but in the case of the US, I would wager that most people with the means to travel here on holiday already have a perception of us based on a depth of experience, a reality that this campaign doesn’t address.

After all, brand is all about what you do, not what you say.

I have to believe that the branding task USA is probably a bit too complex to be tackled through a communications-led strategy, and advertising is not the way to go for the US government – not now, at least.

I hope I’m proven wrong, but my instincts are that the global consumer is probably a little too smart for this one.

Friday Fun! This TV spot for French milk brand Guigoz and...

Fri, 27 Apr 2012 09:48:43 -0400

Friday Fun!

This TV spot for French milk brand Guigoz and Publicis extends their campaign that focuses on helping parents understand their children’s needs. What it does well: it’s charming, funny and hits the brand message perfectly.

They also created an app that apparently let’s you translate your kid’s baby talk—which is a nice bit of fun, campaign extension.

Enjoy! (the twins part cracks me up)

Designer Jean Paul Gaultier (of Madonna fame) is the new...

Thu, 26 Apr 2012 14:33:45 -0400

Designer Jean Paul Gaultier (of Madonna fame) is the new Creative Director at Coca Cola Light (also known as Diet Coke in the US). Gaultier created three sleek new bottles “dressed” in sailor stripes, tattoos and his iconic cone bra. The bottles were unveiled during a cabaret show at the legendary Parisian club Crazy Horse.

I love the consistent messaging of this campaign, from the bottle design to the launch event itself-sexy, quirky and maybe even a bit strange. Coca Cola is mixing their famous brand with art and fashion to do something new. Brands should take a cue from Coke on how to stay relevant, stay fresh, and reinvent yourself.

A Good Neighbor at Coachella

Thu, 26 Apr 2012 14:14:04 -0400

After a swelteringly hot and adrenaline-packed Coachella Weekend 2, I reflect on the purposefully-unbranded music festival to find one brand managed to really “be there” for me.

State Farm, realizing the great stretch of ground fans must walk in 100+ degree heat, provided a solution that increased brand affinity and demonstrated their brand promise. State Farm golf-carted groups of concert-goers from the campgrounds to to the main gate, significantly cutting the walk from the entrance to the stages.

To hitch a ride, fans just signed a waiver and received a State Farm wristband, which I wore for the full 3 days of Coachella. No matter where I went, the brand was on my arm, and their experience proved that, Like a Good Neighbor, State Farm is There… even in the desert.

Photo found at: www.facebook.com/StateFarmNation

It was a rainy, gray day in NYC yesterday but I think it made...

Tue, 24 Apr 2012 15:06:12 -0400

It was a rainy, gray day in NYC yesterday but I think it made the giant sunglasses and sun graffiti on the sidewalk all the more appealing at Bloomingdales. Instead of the usual, high-styled, ultra-glam windows that feel a little unattainable they had a very interactive display around sunglasses.

You could stand on one of the suns, and it would take your picture on the street. By clicking buttons below the gorgeously lit physical glasses you could virtually try them on.

Some great brands have done this online (hello Warby Parker!) but something about the live/physical nature combined with capturing my image on a very NYC street scene—felt chic, fun and shareable.

Brand Butlers create new levels of engagement for consumers

Tue, 24 Apr 2012 14:36:02 -0400

Ever since SXSW 2012 I’ve been fascinated by examples of brands leveraging the concept of Brand Butler (http://trendwatching.com/trends/brandbutlers/) to create differentiated and memorable experiences for consumers. In addition to the examples I saw at SXSW (FedEx, Chevy) I particularly like this alarm clock idea from Lufstansa that helps consumers wake up AND earn discounts on flights. Genius!

http://www.springwise.com/marketing_advertising/alarm-clock-app-rewards-users-guessing-citys-sounds-wake/

Witnessed by few, experienced by many

Mon, 23 Apr 2012 13:15:43 -0400

At Jack Morton we routinely talk about ways to create experiences that can be witnessed by a very few but experienced by many via YouTube and other social media outlets. Here’s a great example and hats off to TNT for generating over 28MM views on YouTube.

http://www.youtube.com/watch?v=316AzLYfAzw

iPhone as Hotel Room Key - One step closer to making mobile payments worth it

Tue, 17 Apr 2012 17:24:05 -0400

New technology from the company OpenWays (http://www.psfk.com/2012/04/smartphone-hotel-key.html) promises to turn your iPhone into your hotel room key. With all the talk about mobile wallets from the folks at Google and Isis (along with a plethora of others), solutions such as this may just enhance the experience enough to convince consumers to leave their leather wallets at home. Now if only they could digitize my drivers license and insurance card.

#TupacHologram took Coachella and the web by storm, opening up...

Tue, 17 Apr 2012 13:44:00 -0400

#TupacHologram took Coachella and the web by storm, opening up the strong possibility that some brand somewhere will soon resurrect a famous deceased person in an attempt to make their live event “go viral”… Am I the only person who finds this creepy?

Pay for (Impression) Performance: HULU's New Ad Model

Tue, 17 Apr 2012 11:14:00 -0400

If you know the digital media world, you know that, just like with other forms of mass media, you’re generally paying for estimated impressions, not actual ones. That’s to say that, people walk away from the TV for a snack when shows break, turn down the radio during commercials and sometimes never scroll down to where your ad lives on a website. Impression counts are driven up, but no impression is left with consumers.  

Hulu is changing all that. The site’s new guarantee to advertisers seems like a no-brainer, but is actually pretty revolutionary. JP Colaco, Senior VP of Sales at Hulu said in AdAge: “We aren’t going to charge more for this. If you pay for a full impression, you will get an impression, full stop.”

Advertisers are generally charged for an impression when an ad starts playing, but under Hulu’s new model, the charge will occur at the end. Commercials that aren’t fully watched won’t cost advertisers a cent.

For Hulu, the decision only cuts down on billable inventory by four percent (Hulu’s completion rate is a stellar 96 percent for ads). But will this set a new expectation for other advertisers? Pay for click is popular, pay for performance is ideal, but will even impression counts start to be held to a higher standard?