Serious Brand Love

Posted on May 6, 2010 by Adam

Brands are a way to define ourselves. In hoops, its Nike or Reebok, In technology, its famously PC or Mac. As we continue to associated ourselves with brands in deeper more personal ways and as those brands find more sophisticated ways of relating to their consumers – its only inevitable for brands to become more encompassing of our lives. And the brands with the most fervent followings? Well, love and dating are not too far behind. Check out Cupidtino for Apple fans. If you really really love Apple – do you think you might get along with someone who also does? If our brands tell better and richer stories about what they represent – its only logical that those stories connect to a deeper part of ourselves – to our values and beliefs. I wonder what other brands could form their own dating websites?

Return to Long-Form

Posted on May 4, 2010 by Adam

As our culture evolves and our attention span expands and contracts, traditional advertising and media shift shapes to keep up. Lifestyle brands like Absolut have started tapping artists to collaborate and do something truly different, hoping it will lead to something exceptional, and attract consumers at the same time. Well Absolut, congratulations. Absolut gave Spike Jonze a brief to write and direct a film depicting creativity conquering conformity, their very own brand vision. What came of it? A 30-minute robot love story. www.imheremovie.com

And before that a 15-min documentary about Jay-Z’s “Answer the Call” benefit concert. http://creativity-online.com/work/absolut-nyz/19439

This video-slash-short-film-slash-advertisement is one of the most popular pieces of longer form content in awhile. It gives us some intimate time with JHOV, and another reason to talk about Spike. It gives Absolut a deeper and better brand experience for their consumers. I consider it a win-win.

And if you need to drive some traffic to your site maybe try getting director, Romain Gavras. I hear he’s the new badass on the block.

- Ashlye Vaughn

Niche is Cool

Posted on April 29, 2010 by Adam

WHY THIS IS IMPORTANT –

I am fond of saying at Headsets events – ‘it’s not how many people show up but rather it’s about the same people showing up over and over’. The same goes for blogs. The niche culture we are in makes a lot of sense. While there will still be over-arching hits that cross all kinds of demographics, the key these days is how rabid your base is. I would much rather have a million die hard users than ten million passive ones. People who are die hard help improve your product, are more commercially active and will be better brand ambassadors. They key is what niches are the most lucrative. Early returns have technology and entertainment as the front runners. But really I think as long as there are ways for consumers to purchase items – then the there are plenty of niches out there to be explored with big returns.

Network Down

Posted on April 1, 2010 by Adam

WHY THIS IS IMPORTANT -

If you want to be a global brand with longevity you must continue to find new audiences to reach out to and do so tastefully. Jay Z is the master of this – collaborating with rock music acts that exposed his brand/music to new audiences. Here, Pharrell is adding to his legacy by going after the kids. Tweens of today are the most connected most discerning customers who will be the backbone of consumer behavior in the next decade. So establishing a presence in the world can pay dividends in keeping your name alive and your brand healthy. Networking down to the kids – that’s how you create more than a flash in a generation.

I Heart ACE

Posted on February 5, 2010 by Adam

WHY THIS IS IMPORTANT-

The Ace Hotel has done a tremendous job of designing every aspect of their hotels.

There is no space too small or mundane that should not be made into an artistic moment.

Murals in the stairwells? Check. Macramé installations in the lobby. Sure.

Make your space a living and breathing item. Give them life not cultural whitewashing like a chain hotel. Homogenous is out. Here is to the unique.

Cheers.

Ratner The Mogul

Posted on February 3, 2010 by Adam

WHY THIS IS IMPORTANT-

No matter what you think of Brett Ratner, there is no denying his hustle.

Brands need stories and have begun to seek out more storytellers. Advertising gives a slogan and hints at a story – Hollywood goes further.

Ratner is ahead of the game and setting up a very interesting business model while building tremendous Fortune 500 contacts. Million dollar retainer. That’s a good gig.

Headsets & Highballs

Tag Archives: Branding