That's what AL said...

I Moved!

2010-03-11T16:31:00.001-06:00

You can find the new and improved me at www.alyssafeuerer.com

At what point do you stop asking for permission?

2010-02-22T14:11:00.007-06:00

I have always been brought up to say my "please" and "thank you's". Another big life lesson my parents bestowed on me was to always ask for what I want vs. assuming I'm going to get it. Case in point:
Me at 16 - "Mom I'm going to take the car to Rachel's house."
Mom - "You mean, CAN I please take the car to Rachel's house?"

Asking for permission has become a common practice of mine. I don't consider it a bad thing, but the fact I still carry that habit around for years has almost succumbed me to using it when not necessary. Is it because I consider it common courtesy...or because it's just habitual?

Someone got me thinking about this the other day. I was talking about a vacation I am planning on taking and I was trying to figure out what days I wanted to ask off. When I approached my boss asking if I could take a vacation day on X day, he smirked and said, "You don't need to ask for permission, you can do what you want with those days!" After thinking about it, it was quite silly, they are my vacation days, that I earned. I shouldn't feel a need to ask to use them. But, I still feel that need to just ask. To me it always felt like I was being respectful, but now after looking at who I am now and all I have accomplished in my life, I feel like I don't always need to be doing that. Does the fact that I ask for permission on most things make me look weak, or even worse...unsure of myself?

I experimented with this yesterday by telling one of my consulting clients that I am going to go into some of her sites and do some work - no permission asked. I was straight forward and told her I was going to do it. The response, "Great - thanks! Do what you need to do!" This was a great feeling. I felt trusted, worthy and still respected. It made me value the relationship I have with my client even more.

I still don't know if there will ever be a point for me where I'm comfortable just doing what I want without someone giving me a thumbs up or an approval. I guess I'll just take the opportunities when I can.

At what point do you stop asking for permission? Does a point exist even if you are wealthy, powerful, understood and respected?

PatientsLikeMe.com allows you to take control

2010-02-19T13:43:00.007-06:00

While perusing the World's Most Innovative Companies list this morning, I came across a name that caught my eye - Patients Like Me. Working in health care marketing has quickly trained me to become prone to stopping and looking into things that contain the words "patient", so I clicked through and dove in. I was immediately impressed by the home page. It has a community/social feel yet isn't intimidating, confusing or over-done. The best part is that you can browse through the site without having to be a member. You do need to be a member however to post your info.

It was pretty timely and coincidental that I came across this site, because I am concerning a health issue right now in my life. So I quickly did a search for the condition and instantly found 220 others with the same condition who have logged their symptoms, severities and treatments. From there you can dig deeper into more specific information about a certain treatment, such as side effects, why people are taking it and why people have stopped taking it. You could also do a search for specific symptoms as well as look into real research studies and results. I now have some support information to take with me to my upcoming appointment to ask specific questions based on real experiences.

The smartest thing about this site is that it gives people the ability to make their own informed decisions, versus only relying on the doctor, pharmacist or published drug information. You are in control of your own health and can work together with your doctor to find a solution you are comfortable with from the get-go.

Love seeing new social communities like this that really benefit and empower people.

Random Post: What would your "at-bat" song be?

2010-02-18T13:40:00.006-06:00

In the spirit of Brewers Opening Day anticipation, I got to thinking of all the things about baseball that make me happy. One of them being the at-bat songs. What would your at-bat song be?

I couldn't pick just one. I would pull a stunt like Mike Cameron and have 13 different at-bat songs in one season, depending on my mood. At the very least, here's what my top 3 would be...

Daft Punk - "Touch It - Technologic"

Kansas - "Point of no return"

LL Cool J - "Momma Said Knock You Out"

Subaru finds its inner Toonces

2010-02-05T07:39:00.007-06:00

While most advertisers focus their every move on Superbowl positioning and advertising, others look to the other infamous bowl game that happens to occur on the same day - Animal Planet's Puppy Bowl. It was leaked that Subaru is running spots during the Puppy Bowl, showing dogs driving their cars. Sounds like the message is going to be something around the lines of "Dog tested. Dog approved." A few thoughts come to mind here...

1) Toonces. Now I know Toonces was a cat, but anytime I see an animal behind the wheel of a moving vehicle, that's what comes to mind (and I know I'm not alone).
2) Do people really like driving with dogs in their cars? I know when I have our dog in the car, he jumps around everywhere and tries to sit on my lap or under my legs. Annoying.
3) When are people going to stop using the "X Tested. X Approved." line! It was overused when Kix started using it years ago, and then Bud recently pulled that into their latest Tailgate spots. Is this really the best message Subaru could come up with?
4) If the dogs in the ads are remotely as cute as some of the pups in the Puppy Bowl (Here's my favorite, Jake), then this ad may perform well.

(photo courtesy of AdAge).

Find of the Day: CarPong

2010-01-06T10:35:00.003-06:00

Came across an amazing idea (via Thrillist) this morning and can't wait to start using it! In a nutshell, CarPong is a site that lets you send messages to other cars/drivers by entering their plate# and whatever you want to tell them. Whether they are driving like an a$% or if the guy driving is a sexy beast, or if they felt it necessary to park their H2 Hummer in the Compact Car spot leaving you to spend 20 minutes finding some place to park your Prius. Now you can get your message out with CarPong! If the recipient is registered on the site, they will get an email alert with the message. Hopefully they get some billboards up and running soon, because this could be big.

My Most Hated Holiday Ads - 2009

2009-12-28T08:00:00.000-06:00

Now that I shared some of my favorites, here are a couple I absolutely dreaded. It almost pains me to bring these back to my memory.

Old Navy - "Supermodelquins" Holiday Ad. First off, mannequins are just as scary as clowns. And, it's just not funny. I don't even know if they are trying to be funny or not. I just find it utterly annoying and creepy.

Jewelry commercials are bad enough. These two however, should be banned from TV forever. Here is the worst commercial I've seen in a long time.

Kay Jewelers - "I'm right here...and always will be". What grown woman is that scared of a thunderstorm? And how creepy is this guy? I don't even want to go there anymore...

The last commercial I was looking for ceases to exist online...for good reasons I'm assuming. If anyone is familiar with the Jared Galleria of Jewelry ads, its the one with the kids in the other room saying "they're so cute at this age." #1 No kids ever, ever talk about their parents like that. #2 Kids don't spy on their parents anymore. #3 Kids that age could probably care less about nice jewelry, and I highly doubt they could tell the difference between some diamond earrings from Jared or Wal-Mart. This is another frustrating ad, but it does bring me some ease when I found all the great posts and quality spoof ads for Jared. Here is a post I thoroughly enjoyed: He Went to Jared: I'm Going to Vomit.

My Favorite Holiday Ads - 2009

2009-12-26T11:26:00.014-06:00

Oh my goodness, I haven't made a post in quite a while. Hopefully this will make up for it. This Holiday season brought a lot of great creative work. Here are my top 5 favorite ads from the 2009 Holiday Season.

5. Most people hated The Gap TV spots from this season. I however, could not get the darned things out of my head. "How cute are these boots...How cute are these boots." (Although, I can also admit, the American Apparel combat to the Gap spoof video is pretty funny.)

4. M&M's Holiday ad - Finally something new, other than the "They do exist" ads.

3. Garmin - Squirrel/Carol of the Bells TV spot. I am a big fan of Garmin's spots - the past couple years they have come out with consistently creative holiday TV spots. Any remake of Christmas songs is a plus in my book. If you like this one, also be sure to check out the Nutcracker spot.

2. Google Holiday e-card. Instead of giving gifts of swag to it's users, they donated $20 million to a few charities in need. Simple and generous. Enough said.

1. Nintendo Wii - Dad TV Spot. I was sold after :08. This spot actually makes me laugh out loud. And Wii has become a family gathering tool now at my parent's house. "A family that plays together, stays together."

Honorable Mention: Mother London, $10,000 spam Holiday card. While this wasn't really an "advertisement" - it really gave the agency some great publicity and also helped a charitable cause. Really great video documenting everything that happened:

This one's for the Dads

2009-10-19T22:04:00.004-05:00

While I'm pulling together a presentation for some UWM students, I came across this ad. I love everything about this, the timeliness, simplicity, humor and the most sarcastic form of sincerity. Good stuff.

Expense-a-Steak and Wine and Dine your Clients!

2009-10-14T10:17:00.006-05:00

Came across this website for Maloney & Porcelli's, a high end steakhouse in NYC. You enter the price of your meal and it creates a mock up of fake receipts to turn in with your expense report so you don't have to worry about that tiramisu you had for desert, or that $260 bottle of wine your Client loves. With the economy the way it is, a lot of companies have been cutting back on their wining and dining. So the timeliness of this is perfect. It's also a great way to feature their brand as high-end yet playful. After you generate your receipts, you have a couple links to share and make a reservation. So good. Love seeing smart web plays like this!

http://expenseasteak.com/

Baby animals never fail.

2009-08-11T14:44:00.008-05:00

Just ran across the new Dawn print for another campaign to help wildlife. The ads hit right deep down in your heart and make you go "awww" - don't deny it! For every bottle of Dawn that is purchased, $1.00 goes to the Marine Mammal Center and the International Bird Rescue Research Center. Check it out here.

But honestly, the creative is the most compelling part of this campaign. Yes, we've been hearing about Dawn's efforts to save wildlife since the Exxon Valdez spill 20 years ago. But its the simple, yet bold creative that will really make readers stop flipping the pages and spark action.

Their goal (cap) is $500,000 from now to October 1. Go out, buy your Dawn... do it for the baby ducks.

Lemonade Trailer - Inspiration to those who have been laid off... or may want to get laid off!

2009-08-07T13:52:00.005-05:00

I just saw this trailer for Lemonade, I initially thought it was a joke, trying to showcase some laid-off directors creativity. But, after I got through with it, I realized- its the real deal. It's really cool that someone is taking this initiative to show that there really is life after a lay-off...and it can be a good life. To be honest, I've really never met anyone whose lay-off led them into a worse position. Everyone I know who has been unfortunately laid off has taken the time to really prioritize what they want in life, and acted upon those priorities. Props to them.

So if you know anyone who has recently been laid off, is in fear of getting laid off or needs a reason to quit their job, share this video. Let them know there is a light at the end of the tunnel. Because, honestly, would you rather be nose deep in paperwork all day, or nose deep in coffee beans? :)

Click here to read Director Marc Colucci's story on Lemonade.

http://www.lemonademovie.com/

Go enjoy your life today!

Need a history lesson? Twitter's here.

2009-08-06T16:29:00.005-05:00

I came across a article on Mashable today in which they discuss how the Massachusetts Historical Society has created a Twitter profile for John Quincy Adams (@JQAdams_MHS). According to Mashable: A high school student browsing the archive of President Adams made a unique observation about his diary entries: they were the length of the standard tweet.

Pretty cool, I thought. I really don’t have much interest in history, but decided to take a gander anyways. After checking out the tweets (only 9 to date), I’m intrigued and want to know more! Here’s a sample of what you can expect:

@JQAdams_MHS 8/5/1809: Saturday. Diary Vol. 3. begins: Sailed in Ship Horace, Benjamin Beckford, from Charlestown to St. Petersburg.

Most tweets link to longer diary entries which coin the terms “scanty” and “schooner” and make a lot of latitude and longitude references. To me, this is cooler than reading history text book. You can develop your own perceptions and opinions of his journey – which, I believe, ultimately helps a person retain the actual events and information. This would have been useful for my Gen Ed. History courses.

So, after some browsing, I decided to do a little investigating to see what other popular historical figures are out re-living their days on Twitter. Thinking I would find a plethora, I surprisingly found very little. There are a lot of names out there (Shakespeare, Moses, Socrates, Columbus, etc) but the user makes very little references to the actual figure or history of them. What a bummer. This could be a really cool, interactive way to spark interest and help people make sense of history in everyday conversation.

Anyways, if you are interested in a little history lesson from someone other than John Adams, here’s a couple interesting ones I’ve found:

@GeoWashington – of course George Washington would be on Twitter. There’s actually about 10 different accounts under his name. This one seems to best serve the historical references.

Sample tweet: @GeoWashington Presidential beer-drinking is nothing new. I drank it all the time! For more info & my own recipe: http://tinyurl.com/nhsecn

@Pres_Lincoln – tweets about Lincoln’s events at Gettysburg. Interesting to me since I don’t remember anything about that time period. Seems though the user isn’t really savvy on Twitter – no conversation going on. But, informative nonetheless.

Sample tweet: @Pres_Lincoln ...Wilton M. Huput wants to be a lieutenant in one of the colored regiments...

@twhistory – I think this one has potential. They are all about documenting historical events on Twitter. Not many tweets, nor followers. But I think the user has a smart idea! And they seem to be good at interacting with their followers.

Sample tweet: @twhistory We are doing the Cuban Missile Crisis next. Possible projects after that include JFK assassination, Titanic, and more...

@JohnWilkesBooth – not the most inspiring and influential of historical figures, but this twitterer serves up its purpose. It provides an in-depth look at Wilkes-Booth back in the 1800s and who he was other than an assassin.

Sample tweet: @JohnWilkesBooth During the Civil War, I worked as a Confederate secret agent and frequently met with the heads of the Secret Service in Montreal.

I guess we really never do stop learning...or relearning, in some cases.

Squarespace Trends it's Way to the Top

2009-06-11T09:09:00.005-05:00

Squarespace has been the #1 trending topic on Twitter for the past 2 days, and I went those two days without know what the heck squarespace even was. When I finally got fed up I checked out the site, and what I came across was a super smart way of using Twitter to spread your brand name when introducing yourself to market.

Basically, Squarespace is a website publishing platform that seems to have capabilities that serve bloggers to businesses to doctors to musicians to…well…pretty much everyone. But their low cost easy marketing efforts are nothing less than brilliantly clever. They are currently giving away 30 iPhones (well at least $199 certificate to Apple to go buy one), one a day starting June 8th. All you have to do to enter the sweeps is send out a tweet and hash tag it with #squarespace. Easy enough. And if you search #squarespace through Twitter you may a) get the Fail Whale because everyone is using the tag, or b) come up 475 results from the last 30 seconds because everyone is using the tag. Either way, Squarespace is getting thousands of people to spread their name and get others interested in what they are all about, ultimately driving users to their website for more information. Smart. Cheap. Breakthrough.

I can’t wait to see their success tracking from this Twitter ordeal. After checking out their Site though, it seems like a solid platform that provides numerous templates, data collection, extensive visitor/traffic tracking, and social integration. Would love to hear feedback from anyone who uses it.

Well, that’s all, time to tweet about Squarespace and try to get myself one of those new iPhones! Oh wait...that means I would have to rid myself of US Cellular. Hmm....well I'll do it anyways.

Random Post: Literal Music Videos

2009-06-10T14:05:00.003-05:00

Ok...I cannot get enough of these videos. A few uber-smart souls, with a LOT of time on their hands have made my week. They took a handful of easily-forgotten music videos, reworked the lyrics to the song so that they sing what's actually happening in the video, and threw them all over YouTube. Brilliant. Have a look-see, have a laugh.... I almost teared up at the ninja part :)

A Better Use for Twitter

2009-05-27T20:09:00.005-05:00

If any of you follow Trent Reznor from Nine Inch Nails on Twitter, there's a good chance you hear from him frequently. Reznor and the NIN group have been on tour for a while now and he has been using Twitter continuously to offer free tickets or VIP packages to followers. It was a pretty simple contest....be one of the first 5 people to enter when he sends out the link and you win (although it seems P. Diddy keeps winning every time!). Although, just recently he turned it back around on the users to do something good to recieve VIP treatment...

Trent has been tweeting and offering VIP packages and tickets through donations to help a fellow fan, Eric who is waiting on a heart transplant. It started with Eric's sister (a CNN anchor) reaching out to the Twitterverse for help, and eventually got picked up by Trent for support. The VIP packages are pretty slick: dinner with the band, sound check, front row seats, signed merch, etc. They are asking anywhere of a donation from $300-$1000.

So I saw this and initially thought to myself, "$300! $1,000! That's a good chunk of change. I wonder who would do this?" And I was completely mistaken, and have seen something truly amazing and worthwhile come from the Twitter nation. As of Reznor's latest tweet about 1:00 this afternoon, they have raised over $858,000! Amazing. All to help someone that you don't even know and probably won't ever meet. This just shows how the power of social media can support a worthwhile cause and reach people who are willing to make a difference in someone's life... other than tweeting inspirational quotes.

Props to Reznor, NIN, and all the other people who are supporting this cause. It's been really inspiring to watch this evolve.

If you are interested in helping, check out these sites:
http://www.tweet4eric.com/twiki/bin/view/Eric
http://store.nin.com/helperic/

Zoogami Contemporary Beer - Contemporarily Awesome Interaction

2009-05-14T12:49:00.008-05:00

So I came across the website for Zoogami (Italy) beer today.

The site opens just like any other beer website, but when you click to continue you are taken to a page that asks you what Contemporary is to you. I assumed that this would pull all the entries into some mass conglomeration to show all the different views of what people think is Comtemporary. Well, instead I was taken to a page where it shows the site pulling things from YouTube, Google, and other media-specific sites. When all was done, the site displayed a stimulating loop of imagery and music catered to my view of what Contemporary means - which I chose as "Clean". The visuals all had some sort of reference to my word, although the song...well, I don't really get the reference of the song, (Mike Relm, "Everytime") but I still loved the whole experience.

I did some research and it looks like this tool of visualizing keywords has been done before, but this was the first time I came across any sort of digital engagement like this. I think it is fantastic, and a unique way to generate a consuming eye and mind from your viewers.

Sponsors of Tomorrow

2009-05-12T13:14:00.007-05:00

I love Intel's new campaign - Sponsors of Tomorrow. The timing couldn't be more perfect either. It is definitely a campaign full of optimism and insight to the future, instead of focusing efforts on "simulating your pocket" or ways to help you beat the recession. Their spots are fresh, entertaining and leave you thinking that their products must be pretty cool. Looks like they've taken a large step forward after their accidentally not-meant-to-be-racist-but-really-was-kind-of-racist ad in '07. Kudos!

Hopefully this will bring Intel much success, so others can see how focusing on optimism and the exciting advancements that lie ahead are what really will inspire people. Although, I really am not going to go out and buy a computer...but I am curious to see what kinds of products they do have in store for the future!

It would be cool to see some sort of community integration for consumers to partake in here since there is so much that focuses on the people that work at Intel and its office culture. Let's hope so! Maybe YOU can help Intel storm up the next big technology!

Check out some of their TV spots...

-AL

Inspiration from Samsung Camera Ad

2009-05-11T08:59:00.005-05:00

Most of you have probably seen the HD Samsung I8910 Camera clip on YouTube. The clip shows the actor shoot footage, and then the camera disappears, but somehow he's still filming. The spot challenges viewers to figure out how they did it. If you haven't seen it, here's the ad from The Viral Factory in the UK:

This spot got numerous hits and definitely created a viral spin by engaging with consumers to search for an understanding the camera and it's product features (which are irrelevant to the whole spot, minus the HD part I guess). Ultimately it was a pretty simple trick, which basically left viewers giving props and positive comments. Giving consumers a reason to react to an ad is essential. Giving them a reason to research it, and watch it over and over is an accomplishment. I think marketers should look for more ways to generate interest and entice user comments and insight about their products over the social net. Whether it be video, imagery, music, or an article - we need to keep the conversation going and welcoming more consumers to the table. There is no better way to generate brand love than to get consumers wanting to join the conversation with their point of view rather than you shoving your message in their face.

Here's how they did it http://tr.im/l2c2

Some of my favorite YouTube user comments on the original spot...
- there is a camera in his hair and the phone camera is not filming
- it was ninjas, obviously
- the guy is a magician, for sure. The phone is inside his right sleeve (the arm on the left of the image, incase you are wondering - check out the "bump" it have when the phone is missing). That same bump is gone when the phone is back.

Overall, this was a really inspiring ad for me, as a marketer, to watch and study. I love that agencies are looking for alternative ways to feature their products, and launch them in a social environment in an effort to gain an active seeking audience, as opposed to a disengaged audience.

-AL

Ahh the Magic of Product Placement

2009-05-08T10:29:00.003-05:00

Product placement has been around for years, and it seems that with the increasing use of this tactic, it is becoming much less seamless and outright blatant. You know how the Coke cups need to be perfect sight on camera during American Idol? The one product placement that really caught me off guard this week was during Lost. In the opening sequence, when the Lost title swirls into the screen, the Star Trek space ship sailed through the "O" and the Star Trek characters come into screen. I sat there for a minute, a bit perplexed; in my experience, some networks and TV shows have been very resistant to product placement, basically to maintain their integrity and not sway away viewers. But, this moment in broadcast TV, for me at least, really shows how the media landscape is changing with the times. Broadcasters are letting down their guard (at least some are), and starting to turn to new ways to promote and tie in other products and services into their networking. I expect we, as viewers, will start to see this trend become more of an industry standard in the next year or so as marketers try to find new ways to get their products in plain sight when the viewers are attentive. Although when is it effective...and when it is a complete and utter failure?

In a recent 90210 episode (yes, I watch that show), the two main kids were taking a road trip and had a cooler full of Dr. Pepper. I remember seeing that and shaking my head laughing, and then came the quote that probably made every marketer watching that show burst in laughter. One of the kids said "We're on a road trip! Drinking Dr Pepper is practically a requirement!" Now really? This was the best idea your product integration brainstorm came up with? I don't watch Chuck, but apparently that show was also spitting out lines from some other ads -I'm assuming Subway.

So, is this really effective? I guess it could go two ways - sure it gets the product in your mind. There are blogs and articles talking about them. But, does it really build credibility and enhance your brand equities? I've never associated Dr. Pepper with a road trip - and I've never seen Dr. Pepper focus their messaging on anything other than their taste. Personally, I feel in Dr. Pepper's case, it is a fail. It was so disjointed and did a poor job integrating into the current situation and dialog. It just felt out of place. Some viewers look to these actors and characters as influencers, so if you are going to use them to promote your product or brand, so something influential and make it seem coincidental - and not so distracting as a cooler FULL of Dr. Pepper and some cheesy lines. Seriously, no two kids are going to drink 24 cans of Dr. Pepper on a road trip. How about showing them at a vending machine or gas station on their way and picking up your product. It's got to flow with the plot and not distract the consumer. I think it is most effective when it targets the subconscious...back to subliminal messaging I say!

It's brutal out there in the marketplace right now. Marketers need to remember that consumers are smart people and with the increase of product integration, they know it when they see it. Product placement will be a much more effective tool if producers and marketers plan accurately and focus on the quality of the placement, more than how big and bold it looks on screen.

Where will product placement go from here? Who knows...but we can't expect it to lessen. Maybe brands will start coming out with their own shows :) or be the plot of an episode, or even be part of the title. Time will tell, and soon we shall see.

That is all for today.

-AL

Social Media and the Music Industry

2009-05-04T11:44:00.003-05:00

For as long as I have understood sound, I have been an avid music lover. I'm starting to learn the guitar - now my 4th instrument I've played. I find that when you understand the technique and skill that goes into playing, you grow even more fond of music itself. It's sad to see the music industry suffer so much as it is today. Currently, all Virgin Megastores will be closed before summer. Times Square will never be the same...especially seeing as they are replacing the music giant with a Forever 21. Good-bye rock 'n roll dudes, hello 17 year-old hipsters.

Anyways, I caught a story this weekend that was music related and it left me intrigued at the magic power of consumer engagement. When music execs fail, self-promotion must thrive.

K'naan. Love this guy - such a vibrant sound. His hit "Bang Bang" is definitely on my iPod. Anyways, for a while now, he has been promoting the revision of his new song, "People Like Me", by allowing his Twitter followers to write the lyrics! He has the orchestrated version posted online for users to listen to, and then they can tweet a line for him to potentially incorporate into the song. This went until May 1, and now he's compiling the best lyrics and will have the song available for free download once it is produced. I've been reading his Twitter acct. at length. Some of the tweets are meager at best, while others are quite inspiring. My favorite thus far, "People like me lay in bed each night and carry the world on their shoulders/Eyes can’t close ‘cause thoughts are like sharp ". I wish I could write lyrics like that.

Anyways, this stunt got me thinking all sorts of thoughts as to why a singer would put his lyrical reputation into the hands of the Twitter? Is it a bold move or a big mistake? I say bold move. How much more can you engage with your fans than by using their words in your music? What better way to gain fan appreciation. I think if other artists looked at Twitter in the same way as K'naan does, there might not be as much of a negative vibe towards the downward spiraling music industry. These guys are talented, driven, and eager for success - yet nothing changes. The only newcoming I've seen to the music industry since the decline began was the trend of releasing albums and songs online - sometimes free of charge. And this is supposed to support the industry how? I suppose concerts rake in some dough, but definitely not enough to keep all the hard working guys in business. So I think it's time that the music industry learn from what K'naan is doing and look for opportunities in social media. Who knows, if you hit the right buttons on people they just may fork out $9.00 for your album. I'm not giving away any of my ideas.

My final note in regards to Bands on Twitter - Sorry guys, but I don't follow you to know when you've updated your blog on another website. Tell me something good. Give me something to appreciate you for other than your amazing sound. Give me something to react to. Remind me why I spent that $9.00 on your album.

With love,

- AL

Friends Forever

2009-04-28T16:47:00.007-05:00

I pulled this blurb off an article from Ad Age this afternoon:

"To be popular, brands need to have a personality and be someone that people want to be friends with," Mr. Beattie said. "The guiding principle is to offer things that are not available elsewhere, things that give social kudos or bragging rights. Brands are part of the fabric of people's lives and ultimately most are happy to be identified as friends of a brand."

But what really makes a brand a friend of mine? Is it personality, or is it the satisfaction that I know what I'm getting? I consider my two best friends to be people that I always know what to expect...never any surprises between us. I think that creates a stable relationship that can survive through change, hard times, and even when new friends come around. Although personality definitely plays a lead role in our friendship, I think the overall stability and trust is what keeps us close. Is that the same for brands?

That got me thinking...do I consider any brands my friend? I suppose their are brands that I love and wouldn't ever dare giving up for a cheaper or generic alternative. But who do I consider a friend and why?

Velveeta Shells & Cheese: my #1 comfort food. Definitely a old friend. The personality of this product does not keep me loyal, as much as the product itself does. It's the fact that every time I open the box, I know that a gooey, cheesy bowl of goodness is minutes away.

US Cellular: I have had US Cellular as long as I've owned a cell phone. Why? I think they have the best deals for what I need. However, I do give props to their current campaign as it really does provide me with a sense of relief that I am using their service - through the messaging, and even the relaxing, non-assertive fonts and imagery. "We backup your contacts; so if you ever need to replace a phone, you won't need to reload our contacts." What a good friend.

Heinz Ketchup: okay, I'll give it to the personality on this one. Heinz is and will always be a staple in my kitchen. Partially because I put ketchup on everything, and partially because the brand really does create more of an experience than any other ketchup out there. Think about how many times you and friends have been to a diner and someone is pounding the ketchup bottle and nothing comes out. You either 1) continue to watch them fail and eventually shove a knife up in the bottle to get some 'flowage' or 2) "Tap the 57!". I think along with the nature of the packaging, the brand definitely has a way of creating a memorable experience with it's consumers through all of it's media, widgets, and promotions. Heck, they even let you squeeze messages made of ketchup and email them to your friends from their homepage!

The Gap: I'm not 100% sure why I am so devoted to The Gap. I guess they have just never failed me. Any time I need a pair of jeans, that I the place I go, and I pretty much always walk out with two pairs. What I love about The Gap however, is their advertising. So full of life and imagination, yet so natural. Do you remember the "Mellow Yellow" spot in 1999. I think the constant simplicity of their creative is the driving force - keeps consumers relaxed and not overwhelmed. And who doesn't want to dress like Claire Danes or Jennifer Hudson?

So it looks like the concensus (for me at least) is personality with a dash of trust when it comes to be-friending brands. I think some major key points to keep in mind if you are trying to make your brand a friend to the consumer are:

1) consistency, don't keep changing your message. Your brand needs to have a stable personality to grow and generate a following of friends. If not, it's like a friend who changes their mind - annoying!
2) interaction, if your brand has no point of interaction or utilization, people will forget about it and not talk about it. You'll become that friend that they call up when everyone else is out of town.
3) be truthful, there is no better way to lose a friend than to lie or give off a vibe that doesn't live up to what the brand has to offer.
4) comfort, people have to be comfortable with your brand. Give them a reason to be, don't force messages down their throat. Take your time, carefully plan your communication and let them understand the message and appreciate the brand's equity.

over and out.

-AL

First Post :)

2009-04-27T16:08:00.006-05:00

Salutations.

I think this might be the third or fourth blog I've started, but I'm committed to keeping this baby alive and kicking. Right now, at this very moment, pretty much marks a time where social media is growing at a ridiculous exponential rate. This is a crazy time in the world. Remember GeoCities? They are now taken over by Facebook and Twitter. Remember car phones? They are now taken over by iPhones that can pick up the music that's playing in the background and tell you the name of the song, artist, and album. Remember the stack of Encyclopedias on your bookshelf? Pff...Wikipedia is probably now your global online information hub. Chat Rooms? Y2K? Disc Man? I digress.

It will be interesting to see how the topics of blogs and social media change from today to this day in 2010. Who knows, maybe these things will take on a life of their own by then. Only time will tell.

Anyways, I'm excited to finally do something useful with all the reading and information I consume everyday. Hope my ramblings provide some entertainment, insight, or even a conversation. Looking forward to this.

- AL

p.s. I think "Salutations" is an extremely under-used word.