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Pedro Gonçalves

Young Users Hating On Brands - 0 views

www.brandweek.com/...dd229a11f3be894cd25550be002e10

Facebook Branding

shared by Pedro Gonçalves on 11 Mar 11 - No Cached
  • Bad news for brands enamored with the possibility of connecting one on one with each and every consumer through the magic of social media: Young people don’t want to be friends with you.
  • just 6 percent of 12- to 17-year-olds who use the Web desire to be friends with a brand on Facebook—despite the fact that half of this demographic uses the site.
  • Among Web-connected 18- to 24-year-olds that figure does double—meaning that 12 percent of that demo is OK with befriending brands—though the vast majority of young adults are not
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  • Even scarier for brands: Young people don’t want brands' friendship, and they think brands should go away. “Many brands are looking to social media as a strong digital channel to communicate with these consumers, since it’s where 12- to 17-year-olds are spending so much time,” wrote Jacqueline Anderson, Forrester’s Consumer Insights Analyst, who authored the report. “But research shows that it is important to consider more than just consumers’ propensity to use a specific channel: Almost half of 12- to 17-year-olds don’t think brands should have a presence using social tools at all.”
  • According to Forrester’s report, they might be better off being more reactive than proactive, and they should listen. Just 16 percent of young consumers expect brands to use social media to interact with them, and 28 percent expect those brands to listen to what they say on social sites and get back to them.
  • Regardless of their willingness to interact with brands, nearly three quarters of 12-17 year olds—74 percent—use social networks to talk about products with friends and make recommendations.
Justin Eastwind

Earth-Friendly Bamboo - 1 views

I used to be apprehensive to buy bamboo clothes since I'm used to wearing cotton clothing. Until I tried one, boy! I like the texture of the cloth and it makes me feel proud that I know I'm helping...

started by Justin Eastwind on 10 Apr 13 no follow-up yet
Pedro Gonçalves

Michio Kaku: Mr Parallel Universe | Education | The Guardian - 0 views

www.guardian.co.uk/...ucation.highereducationprofile

shared by Pedro Gonçalves on 30 May 09 - Cached
  • It's a skill that was born out of necessity. "I remember being at the final congressional hearing in 1994 to decide whether the US government would fund the building of an atom smasher outside Dallas that would be twice the size of that at Cern, Geneva," he says. "A physicist was asked, 'Will we find God?'. The reply came back, 'We will find the Higgs Boson [sub-atomic particle].' That answer cost US physics the £12bn project."Thinking back, I would have said, 'This machine will take us as close as humanly possible to his or her greatest creation - genesis itself. It will give us a window on the instant of creation.' Before 1990, physicists only had to say 'Russia' to get their hands on cash, but since the end of the cold war, we have had to learn the language of the taxpayer."
    • Pedro Gonçalves
      Pedro Gonçalves on 30 May 09
       
      Narrative is everything - even the purest and most mathematical form of science can't escape its intrinsic narrative feature
  • sparticles - higher vibrations of the superstring, echoes from the 11th dimension
  • Both string and M theory predict that gravity can seep across parallel universes - which means their existence can be proven by looking for deviations from Newton's inverse square law of gravity. One such experiment has already been conducted in Denver. "The results came back negative," he smiles, "but this just shows there are no parallel universes in Denver. Physicists in Atlanta are already planning to repeat the experiment at the atomic level."
Pedro Gonçalves

Tone of Voice in Branding | Verbal Identity, Naming and Internal Brand Alignment | bran... - 0 views

www.brandchannel.com/features_effect.asp

Brand Voice

shared by Pedro Gonçalves on 19 Apr 11 - Cached
  • When tone of voice is consistent it allows the consumer another means of recognizing the brand and being reassured of expectations.
  • "Language is available to each of us," argues John Simmons, brand language evangelist and writer of several books on the subject. "Design is seen as a specialist life skill you have to acquire. Poor old language gets devalued because everyone does that, don't they?"
  • If a company's staff doesn't speak, write or behave in line with what the customer has been led to expect, then he will feel let down.
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  • what you're saying with jargon is: A) You belong, and B) If you don't get it, you don't belong."
  • Language takes on added importance in management consultancy, says Lambert, because the report is the only tangible evidence that a client sees of what actually might amount to significant labor.
  • There's a bias to wanting to use big words and appear intelligent—obfuscation—to not be plain and direct."
  • Even brand consultants, a group that should be advising their own clients against hot air, are guilty of using jargon and stock phrases. There's a surprising amount of brand propositions and tone of voice guidelines with "simple," "dynamic," and "fresh" principles; most are not distinctive at all.
  • The hazards of Newspeak are illustrated in the unimaginative language of brands. If your vocabulary is limited, so is your range of thought.
  • Language can be brought to life through the use of stories. A brand's story can be about how a business first started, who the people are that run it, or the idea behind a product. Stories and words feed off each other. When the language comes alive, the brand is better defined and more robust.
  • If you try to regiment a brand's language you're stultifying its development.
  • training staff to be able to recognize when a piece of writing is in line with the brand's values. This will encourage sensitivity in staff's own writing
  • staff engagement and practice. Any time that an employee spends thinking about how to correctly implement the tone of voice is time well spent toward understanding and living the overall brand
  • A good place to start might be the internal newsletter. This is usually a one-way process originating with marketing. If other staff members write it, they are actively participating in the brand, while gaining practice on their own colleagues.
  • Simmons likens his brand language teachings to a "subversive activity." Being better with words certainly makes staff more confident and empowers them to shun the self-imposed Newspeak of management jargon. But this approach is also encouraging staff to put their personality into their writing and the organizations they write for. This not only gives writing a renewed status in brands, it unleashes a voice for staff too.     
Pedro Gonçalves

Smarter Marketing: How Minority Report Got It All Wrong - ReadWrite - 0 views

readwrite.com/...nority-report-got-it-all-wrong

Marketing Smart Body Smart World

shared by Pedro Gonçalves on 04 Apr 13 - No Cached
  • the Smart Body, Smart World paradigm — how sensor-laden devices like wearables give us access to new domains of information and what we can do with that information
  • The Smart Body, Smart World paradigm requires a different approach to marketing, an approach focused on delivering services and utility rather than just advertising
  • The Smart Body, Smart World paradigm accelerates transformations that are already occurring in marketing. In particular, sensor devices require marketers to: Shift their priorities from acquisition to engagement. Today, marketers spend the majority of their budgets on the early stages of the customer journey, especially reaching new customers through channels like TV advertising and in-store displays. Smart Body, Smart World technologies lend themselves more toward engaging customers you already have, building on trust you’ve already earned. This shift from acquisition to engagement requires marketers to rethink their priorities and redistribute their spending accordingly.
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  • Today, marketers routinely collect more data than they need for service delivery. In doing so, they are assuming unnecessary risk (as we see in the near-daily hacking of major enterprises), and they also make it harder to recognize business opportunities obscured by mountains of data. In Forrester’s research, we’ve found that many consumers would actually be willing to share more data if they knew it would be used to deliver genuinely useful services. But they object, with good reason, to sharing data without getting real value in return.
Benton Smith

Printinginn - 0 views

www.PrintingInn.com

Booklets Bookmarks Box Printing Brochures Business Cards Calendars CD Jackets Flyers Labels Letterheads Post Posters Rack Stickers Tickets.

shared by Benton Smith on 30 Oct 12 - No Cached
  • Benton Smith on 30 Oct 12
     
    Printinginn.com is a one-stop solution for all your printing needs. Printinginn provides full color printing in different styles, sizes and shapes using materials of your choice. We are specialized in Booklets, Bookmarks, Box Printing, Brochures, Business Cards, CD Jackets, Flyers, Labels, Letterheads, Post Cards, Posters, Rack Cards, Stickers and many more. We use the best printing methods to achieve best printing results and thus can print your jobs using a vast number of custom options.
Pedro Gonçalves

BBC NEWS | Europe | US family turned into advertising - 0 views

news.bbc.co.uk/...8094420.stm

Advertising Twilight Zone Czech Republic

shared by Pedro Gonçalves on 11 Jun 09 - Cached
  • A couple from the United States got a shock when they learned their family photo was being used, unauthorised, on an advertising poster in Prague.Danielle and Jeff Smith used the photo as their Christmas card, and also posted it on an internet blog. A friend travelling in the Czech capital alerted them when he spotted the Smiths smiling at him, life-size, from a poster in a supermarket.
Pedro Gonçalves

BBC NEWS | Technology | Twitter hype punctured by study - 0 views

news.bbc.co.uk/...8089508.stm

Twitter Social Media Nielsen Online Harvard

shared by Pedro Gonçalves on 09 Jun 09 - Cached
  • Just 10% of Twitter users generate more than 90% of the content, a Harvard study of 300,000 users found.
  • Estimates suggest it now has more than 10 million users and is growing faster than any other social network.
  • However, the Harvard team found that more than half of all people using Twitter update their page less than once every 74 days.
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  • On a typical online social network, he said, the top 10% of users account for 30% of all production. "This implies that Twitter's resembles more of a one-way, one-to-many publishing service more than a two-way, peer-to-peer communication network," the team wrote in a blog post.
  • Recent figures from research firm Nielsen Online show that visitors to the site increased by 1,382%, from 475,000 to seven million, between February 2008 and February 2009. It is thought to have grown beyond 10 million in the last 4 months.
  • Research by Nielsen also suggests that many people give the service a try, but rarely or never return. Earlier this year, the firm found that more than 60% of US Twitter users fail to return the following month. "The Harvard data says very, very few people tweet and the Nielsen data says very, very few people listen consistently," Mr Heil told BBC News.
  • The Harvard study took a snapshot of 300,542 users in May 2009. As well as usage patterns it looked in detail at gender differences.
  • It also showed that an average man is almost twice more likely to follow another man than a woman, despite the reverse being true on other social networks. "The sort of content that drives men to look at women on other social networks does not exist on Twitter," said Mr Heil. "By that I mean pictures, extended articles and biographical information."
  • However, said Mr Heil, the most striking result was that so few people used the service to publish information, preferring instead to be passive consumers. For example, the median number of lifetime tweets per user is one. "Twitter is a broadcast medium rather than an intimate conversation with friends," he said. "It looks like a few people are creating content for a few people to read and share." Some "super users" can have thousands or even hundreds of thousands of followers.
  • However, the service bills itself as a way to "communicate and stay connected" with "friends, family and co-workers". "The Twitter management need to decide if this is a problem," said Mr Heil.
Pedro Gonçalves

Welcome to the Decade of Games - Seth Priebatsch - The Conversation - Harvard Business ... - 0 views

blogs.hbr.org/...me_to_the_decade_of_games.html

Branding Game Dynamics Trends

shared by Pedro Gonçalves on 13 Sep 10 - No Cached
  • the decade of constructing the social layer is complete. The frameworks that we'll use to share socially are built, defined and controlled.
  • What's taking its place? The decade of games.
  • in this decade of games, these game dynamics will move far beyond your computer screen and into decidedly non-game like environments, like the way we court customers, engage with others at work, discover where to hang out on Saturday nights and what, when and how we choose to purchase.
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  • While the last decade was all about connections and integrating a social fabric to every facet of our digital and analog existence, this next decade is all about influence.
  • Game dynamics are fast becoming a critical currency of motivation. Their power lies not in connecting us to our friends, but in directly influencing our individual behavior.
  • Traditional forms of entertainment (movies, television... remember books?) are in a rapid decline. The demand for entertainment hasn't decreased, it's just shifted to a more interactive, pervasive form of entertainment. It's shifting to games.
  • We've seen simple game dynamics increase traffic to locations 4X over a matter of days. We've seen others extend the average amount of engaged time consumers spend at a business by upwards of 40%. This propagation of game dynamics into the real world via the social graph and mobile devices will have powerful business consequences for those who understand how to leverage them.
  • The appointment dynamic is a famous game mechanic in which to succeed a "player" must return at a predefined time to take a predetermined action. It's simple and immensely powerful. The appointment dynamic is powerful enough to alter the behavior of an entire generation — "happy hours" are appointment dynamics, as is the pervasive game "Farmville" by Zynga. But we've barely scratched the surface of what it can do. Imagine companies like Vitality leveraging this dynamic to improve the adherence rate to often less-than-pleasant medicinal regimens, or the government creating a large scale game (with financial incentives as rewards) to alter traffic patterns to decrease highway congestion in the mornings.
  • In the progression dynamic, a "player's" level of success is displayed in real-time and gradually improved through the completion of granular tasks. Somewhere deep-rooted in the human psyche we have this desire to complete any progression dynamic put in front of us as long as the steps to do so are itemized and clear. With this as a known dynamic, it's not hard to envision the ways that this can be leveraged even further in the real-world.
  • Communal discovery is a mechanic which involves an entire community working together to solve a problem. The reason I've saved the communal discovery dynamic for last is that it, perhaps more than all others, presents incredible opportunities to positively influence the world as we enter this decade of games.
  • DARPA launched a challenge late last year. They hid 10 red balloons at different locations all across the continental United States and offered $40,000 to the first team to correctly identify their locations. The winning team (a group from MIT) constructed a strategy that in many ways mirrored a pyramid scheme. It was a cleverly constructed waterfall of incentives that encouraged massive cooperation. Essentially everyone to give them data about any balloon's location won some portion of the prize money based on how many other people also submitted the location of that balloon. This created positive communal incentives across what rapidly became a large and self-propagating network. Their strategy managed to accurately identify all locations in less than 9 hours.
Stubby Holders

Stubby Holder for Promotional Distribution - 1 views

started by Stubby Holders on 21 Jan 13 no follow-up yet
Pedro Gonçalves

Don't Fall For Thighvertising and Other Japanese 'Trends' | Global News - Advertising Age - 0 views

adage.com/...240693

Marketing Advertising Trends

shared by Pedro Gonçalves on 08 Apr 13 - No Cached
  • I can't tell you how many people asked me in the last couple weeks about Japanese teenage girls renting their thighs as advertising space for everything from Green Day albums to local bookstores. Yes, there is a PR agency offering this service, and yes, some girls seem to have participated. But headlines like "Japanese Women Use Their Thighs as Advertising Space" create fake trend hype. "A Handful of Japanese Teenagers Got Paid to Wear Ads on Their Thighs" isn't so exciting, is it?
  • While I am a fan of supple thighs, I've not seen this fascinating new advertising medium in use. My vision is perfect, but I would have difficulty making out the ads in the real world, no matter how hard I stare. Despite being technically analog, these ads are 100% digital! The whole point of them is to get media outlets desperate for clicks (I'm looking at you Daily Mail) to write about them. There's a word for this: Gimmick.
  • The agency gets to promote itself (more than its clients), websites get clicks (to sell more ads), teenage girls get a few bucks to waste on panty-hats, and advertisers get exposure in the coverage of the ads themselves. That only works once!
Pedro Gonçalves

1 | American Airlines Rebrands Itself, And America Along With It | Co.Design: business ... - 0 views

www.fastcodesign.com/...self-and-america-along-with-it

Branding

shared by Pedro Gonçalves on 23 Jan 13 - No Cached
  • American Airlines has just rebranded for the first time in over 40 years. The AA logo of yore is gone, replaced by the Flight Symbol, a red and blue eagle crossed with a wing. And every plane will be tagged with a high-velocity abstraction of the American flag on its tail. There’s logic behind the decision: AA recently ordered 550 new planes. Many will have composite bodies that can’t be polished with the mirror shine of American’s existing fleet.
  • In approaching the redesign, American polled both their own employees about what defines the American brand (the answers were predominantly the planes’ silver fuselage and the eagle logo) and the larger globe about the American country (which is where tech, entertainment, and progress come in). What they were looking for was, not just what is American Airlines, but what is America in the age of globalization?
  • Futurebrand’s research also found that the American flag, of course, was another defining trait of America itself. The challenge was, how does American portray America without becoming blindly patriotic in the global market? The solution was a striped abstraction of our flag, augmented into a high-velocity graphic printed on each plane’s tail to make aircraft seem like they’re flying, even when they’re sitting still. In other words, they ditched the stars in favor of the stripes.
  • ...3 more annotations...
  • Interestingly enough, you won’t see this flag abstraction anywhere else in AA’s rebranding--which includes everything from the insides of their planes to the kiosks at each terminal. In these spaces, American focused on the Flight Symbol. Spaces will be filled with blue, the new blue of American, specifically to complement the eagle. “We brought the sky down to the ground so the symbol, the eagle, can actually fly,” Seger says. “It’s blue; it’s very optimistic.”
  • Futurebrand interpreted this as using wood that’s “a little bit heavier” mixed with steel. The buzzword they used was “seamless tech,” an implication of technology behind comfort, or a wholly redesigned in-flight entertainment system.
  • I greatly appreciate the rebranding of how a corporation is ultimately representing my country, not as an aggressively postured world power, but a TV-loving society that likes to travel and makes a decent table.
David Sydney

Inspiring and Sensational Sales Training - 2 views

Dave as a motivational speaker was extraordinarily exciting and entertaining. He gave us really great insights and we were engaged in all that he was about to share all throughout the train-ing. As...

started by David Sydney on 04 Oct 12 no follow-up yet
Pedro Gonçalves

Culture Wars: An Anti-Semite for UNESCO? - SPIEGEL ONLINE - News - International - 0 views

www.spiegel.de/...0,1518,626993,00.html

UN UNESCO Farouk Hosni Benjamin Netanyahu Egypt Israel

shared by Pedro Gonçalves on 27 May 09 - Cached
  •   Print  | E-Mail  | Share  | Feedback 05/26/2009 Digg Stumble Upon Reddit Facebook Del.icio.us Fark Yahoo Newsvine Google MySpace   Font: CULTURE WARS An Anti-Semite for UNESCO? Egypt's Culture Minister Farouk Hosni is a leading candidate to take over UNESCO in the fall. An alliance of intellectuals and Jewish groups from France, Germany and Israel are up in arms over the possibility due to remarks made by him perceived to be anti-Israeli.
  • Hosni, an artist by trade, has been Egypt's Culture Minister since 1987. He is known for being a liberal voice in Egyptian politics, opposing the veil for Egyptian women for example. But he has also made anti-Israeli statements in the past. Last year, he said he would "burn Israeli books in Egyptian libraries."
  • Egypt's Culture Minister Farouk Hosni is a leading candidate to take over UNESCO in the fall. An alliance of intellectuals and Jewish groups from France, Germany and Israel are up in arms over the possibility due to remarks made by him perceived to be anti-Israeli.
  • ...1 more annotation...
  • According to Israel's Haaretz newspaper, the issue got more complicated after news leaked that Israeli Prime Minister Benjamin Netanyahu had agreed to support Hosni's candidacy in a secret deal with Egyptian President Hosni Mubarak.
Pedro Gonçalves

Left, Right, East, West, Asics brings us together - 0 views

www.postadvertising.com/...-Asics-brings-us-together.aspx

Engagement Asics

shared by Pedro Gonçalves on 25 May 09 - Cached
  • To mark their range of 80's inspired trainers, Asics sent a model of an 80's inspired item (Delorean, Yamaha Keyboard, Small Bust of Margaret Thatcher*) to influential bloggers. The twist was that they only sent half of two of the items - the bloggers had to track down the other halves and do a swap to get one complete model.
  • And the models were made with a 3d fabricator, which automatically makes them among the coolest things in the world. They were delivered in wire-looking cages that had to be smashed to get to the model. All of this contributed to making sure the bloggers were into it and getting loads of pics on the relelvant sites. Seriously - have a browse.
Pedro Gonçalves

Branding Goes Real Time - 0 views

www.brandweek.com/...f4e2b3b4a487b3d5dc1a839976bf73

Branding Real TIme Visa Intel Volvo GE

shared by Pedro Gonçalves on 25 May 09 - Cached
  • HP, for instance, using tools from Yahoo and Tumri, recently ran a campaign with more than 20,000 ad permutations. To do this, said Catherine Paschkewitz, director of demand generation, HP Direct, "you need to take the time to think of your testing framework and the different things you want to test. It's having an up-front process as you're launching and refreshing campaigns."
  • Another way to make display ads more real time is to use live video. Visa, for instance, ran live video in banner ads earlier this year that showed scenes from cities worldwide. Last month, Intel embedded live chat in its banners. Earlier this month, GE CEO Jeff Immelt (pictured) delivered a Webcast address on healthcare issues live in a banner ad on top sites. And Volvo and Intuit have piped Twitter into ad units.
  • Another challenge for brands is that consumers now expect instant gratification when it comes to customer service, which is why marketers like Apple, Bank of America and Overstock.com now provide live customer service on their sites. Kevin Kohn, evp of marketing at LivePerson, which worked with BoA and Overstock, said this is nearly a requirement in a real-time world.
Pedro Gonçalves

The Myth of Marketing: How Research Reaches For The Heart But Only Connects With The He... - 0 views

www.fastcocreate.com/...ut-only-connects-with-the-head

Marketing Cognitive Marketing

shared by Pedro Gonçalves on 22 Mar 13 - No Cached
  • Despite lip service paid to emotions, businesses routinely make multimillion-dollar marketing decisions on the false premise that respondents in survey research can consciously explain the unconscious origins of their actions. They fail to recognize that most of the business of life happens through our emotions, below the threshold of awareness.
  • neuroanatomist Jill Bolte Taylor puts it, “We live in a world where we are taught from the start that we are thinking creatures that feel. The truth is, we are feeling creatures that think.”
  • When we ask respondents in traditional copy, tracking, and concept tests to report their emotional motivation to buy brands, we are asking their chatty, limited, linear mind to interpret the responses of their immensely more powerful, holistic, creative mind. Cognitive science experiments have shown that our left brain rationalizes stories in attempt to organize and categorize the sensory experiences of the right brain.
  • ...2 more annotations...
  • asking someone to reduce their emotions to numerical ratings and explain the causes of their feelings in verbal accounts is like asking someone who only knows English to interpret Mandarin. Describing joy or sorrow as an arithmetic mean is like describing a van Gogh painting as a binomial coefficient.
  • We need to generate smiles, tears, or goose bumps--not significant differences correlated at the 95% confidence interval! These are the things that these data tabulations will never capture, but they are also the things that make us buy brands.
Justin Powers

Finally Enlightened - 1 views

started by Justin Powers on 19 Mar 13 no follow-up yet
Pedro Gonçalves

Does Your '360 Campaign' Need to Be a Perfect Circle? - 0 views

mashable.com/...360-campaign

Marketing 360 Campaign 360 Marketing

shared by Pedro Gonçalves on 24 May 13 - No Cached
  • The most popular use of "360 campaign" is to define a marketing plan that is both online and offline, on social media, and more. It's a holistic promotion that truly covers all the bases
  • to be truly 360, a campaign would need to encompass everything — mobile, digital, television and social (until new mediums arrive, in which case the campaign would need to again expand).
Pedro Gonçalves

Is Native Advertising Just Another Term for 'Good Advertising'? - 0 views

mashable.com/...native-advertising-buzzword

Online Advertising Online Marketing Advertising Native Advertising

shared by Pedro Gonçalves on 14 May 13 - No Cached
  • consumers looked at native ads 53% more frequently that display ads, and 32% of respondents said they would share a native ad with a family member.
  • Does that mean those consumers will buy more of the products being advertised? The report claims an 18% lift in purchase intent for native advertising vs. banner ads. Cristina Heise, VP of ad agency gyro Cincinnati, says that ringing up a sale isn't necessarily the purpose of a native ad. "Most of marketing is about repeat exposure and conditioning associating an experience with a brand," she says.
  • Heise's view, native advertising "goes native" in the sense that it adjusts to its surroundings. That doesn't mean a BuzzFeed ad unit necessarily, though. Heise says a compelling fashion ad in Vogue could be considered native advertising.
  • ...1 more annotation...
  • The more you delve into it, the more "native" seems to be a synonym for "good" with regard to advertising.
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