REMARKABILITY's remarkable musings...
|Posted by Mark Bowling on February 18, 2014 at 10:40 PM||comments (0)|
For many years, pop groups, rock stars and R&B crooners have funded their promotional videos with the support of brands looking for a celebrity endorsement, a bit of PR and maybe a few more product awareness points. Britney's flirted with Nokia, Shakira played with Adidas, and both Jay-Z and Beyonce have gone all the way with Samsung Mobile.
However, today I was introduced to possibly the most blatant and arguably the best product placement in a pop music video of all time. And learned a lesson to be shared with marketing folk the world over.
In British girl group The Saturdays' video for their latest offering Not Giving Up, we are introduced to the whole concept of 'corporation pays for promotional pop video in return for product integration and implied endorsement'. As such, the video clip opens on a shiny new Citroen DS3 driving into shot, then a quick flash of the logo, folllowed by a glimpse of the pop starlets exiting the vehicle. And then the product placement is done. In less than 6 seconds.
After that the video REALLY starts with its neon Star Wars lightsabers, pulsing beats and sexy dance poses, with nary a mention or reflection of the car to be seen from then on.
For TV shows and movies, product placement experts furiously work to create ingenious approaches to brand integrations, seamlessly weaving the product into the storyline or subtly (or not so subtly) placing brand assets'in shot'. Yet in the music industry of 2014, a healthy dose of commercial reality is taking a fresh approach to product placement - take the money, promote the product, and then get on with the business of running a record label (whatever that is these days).
Now this is not going to set the creative and marketing world on fire, but ultimately if everyone is happy - pop group get sexy video, record company save money, corporation gets celebrity endorsement AND 'branded content' - then why not?
You can see this perfect display of brand integration pop perfection right here on Vevo
|Posted by Mark Bowling on February 6, 2014 at 8:40 AM||comments (0)|
Some things can be rushed, not your content marketing....
This week was a bit different to others because I had time. Time when I wasn’t running from meeting to meeting. Time when I wasn’t dealing with the ongoing, drawn-out effects of the post-Christmas/Chinese New Year cold . Time when I was able to actively manage some of my clients’ online content feeds on their websites, social media spaces and email marketing.
And it has been proven to me yet again that the more time, and more importantly, THOUGHT you dedicate to managing your brand’s editorial and content calendar and creating the content needed (through paid, owned and earned media), the better response you will get. With this time and an investment of about $40, in just one week I have increased my clients’ content exposure by 3000%, increased interactions by 5200% and, for one client, generated double the business leads versus last month.
It may seem too simplistic, but some things can’t be rushed. So dedicate some time to managing your brand content calendar and reap the rewards. Or, if you don’t have the time, then Remarkability is here to help…
|Posted by Mark Bowling on February 4, 2014 at 2:15 AM||comments (0)|
A great read from https://twitter.com/OllyOsborne" target="_blank">Olly Osborne, our resident Digital Anthropologist at CitizenMe:
"As Facebook turns 10 years old today, naturally the web is abundant with reflection combined with harsh speculation theorising its future, fervently shouting “The End of Facebook” and questioning “Is Facebook dead and buried?”
As the world begins to personify Facebook (something which Facebook’s former CTO recently has confessed that he didn’t initially believe possible), attributing it with some form of ‘consciousness’ lamenting “Facebook told me that…” isn’t this is the perfect opportunity to stop and remind ourselves what Facebook really is and reflect on that - rather than writing an autopsy for a network that isn’t even dead yet?
Facebook’s foundations are found in the content which its users are generating, engaging with and in turn actively participating in. We must remind ourselves that Facebook is a tool for our own communication and that the computer is not some form of ‘higher being’ above the levels of our own intelligence. We each have personal value on these social networking sites - without us logging in theres nothing left to log in for. Willie Osterweil noted that “we attribute consciousness to the network itself - rather than to the people who constitute it. When we personify objects, we also objectify persons”. Facebook itself cannot ‘die’, it just becomes no longer useful to its user.
And it's far from ‘dead’; it has over a billion users worldwide. Sometimes I feel like we get lost in the gigabits and the megabites and are losing site of what is at the heart of it all - connection. Facebook will last as long as its users continue to log in, MySpace was evidence of this. We are simply at a point where we are more interconnected than ever before, in some ways enhancing our abilities to share, laugh and connect, and in others, emphasising our over-indulgence in curiosity and self-absorption. Facebook continues to still be a large part of our digitally connected lives because it has continued to adapt and change to what its users want - something seen in its widely noticed shifted attitude from web based to mobile-first format. Facebook has adapted to the fact that its users have become more mobile themselves.
We commit ourselves in varying forms to various social media platforms - it's not an ‘all or nothing’ situation, theres no need to ‘disconnect’ or detox from our digital lifestyles as long as stability between the online and offline can be found. As our seemingly ‘two lives’ of the online and offline merge we must begin to stop seeing them as separate and understand it from a perspective of ‘digital duality’; there’s a lot of reality in the virtual and a lot of virtual in in our reality. Social media sites take as much as we give them and vice-versa - but to vilify the social media sites like Facebook and Twitter is to also vilify ourselves, for we are the make-up of this network - we are its biological DNA in binary form."
Read the original article at The Independent UK
|Posted by Mark Bowling on January 31, 2014 at 5:10 PM||comments (0)|
|Posted by Mark Bowling on January 26, 2014 at 2:25 AM||comments (0)|
I remember years ago a client standing up at the end of a boardroom and screaming at my colleagues because they had altered a logo for a very reputable international food brand. "DON'T F*** WITH MY LOGO!!!!', he yelled.
Well, how times have changed. Happy Australia Day!
|Posted by Mark Bowling on January 15, 2014 at 10:50 AM||comments (0)|
We're delighted to be involved in the launch of Singapore's first MOBILE, in-home hair styling, make up and nails service.
|Posted by Mark Bowling on November 11, 2013 at 8:00 PM||comments (0)|
Yesterday I read an article on the USAToday website about a new tool that helps job seekers understand and manage what data about them can be seen by recruiters. Great stuff, and the topic of social reputation is definitely hot right now. However, with the service being named ‘Persona’, I then stumbled to find out more.
Without a link in the news article (PR people - always negotiate a direct link!), I then had to start the arduous task of searching for ‘Persona’ in Google. With no success I resorted to Bing, Facebook search, then the iTunes store (maybe there’s an app - who knows?), but still came up with nothing. Fortunately, with search filtering and the name of the company CEO and 7 minutes of my precious time (I timed myself), I finally found the website (it’s www.persona-co.com/ by the way).
So why so hard to find? Well, the first stumbling block is the name. Whilst ‘Persona’ is an almost ideal moniker for this service, the word is so over-used and with it’s root being ‘person’, the plethora of search results will only create obstacles from a basic search (currently 409m search results on Google).
Secondly, SEO needs to work REALLY HARD to get a good placement for the site. Whilst the company news release clearly got decent coverage, embedded links would have helped SEO in the short term. However, with a Mozilla product also called Persona, Persona the contraceptive pill and Persona the Pinterest competitor, there is arguably too much noise and competition for this name to ever get the all-important first page listing.
Ultimately, the issue boils down to the choices made in the boardroom when naming the company. Being unique, standing out, ensuring easy discovery and not being confused for something else are all critical elements in the brand naming process (we're not called Remarkability just because I'm called Mark!).
I found Persona-co.com because I dedicated 7 minutes of my time, drew on 15 years search experience and had an interest in this topic. I don’t think many other people have the patience or skill, so maybe it’s time to have a rethink and get the business plan back on track?
|Posted by Mark Bowling on October 29, 2013 at 9:20 AM||comments (0)|
Every time I pass someone my business card I am asked the same question - "So what does a Chief Crafter do?".
Well, crafting harks back to one of our core philosophies - our work is a result of a craft. Just like a carpenter uses his tools and his skill to make a beautiful piece of furniture, creating remarkable brands requires a blend of marketing, branding and communication art and science, and leverages our tools and our experience to help solve problems.
If the word crafting is defined as "Making or constructing (something) in a manner suggesting great care or ingenuity", then our craft is a blend of analytical insight, iterative problem solving, 'groupthink', creative idea generation, and intuitive design that creates marketing, branding and communication solutions. In other words, 'Crafting Remarkable Brands'...
|Posted by Mark Bowling on October 13, 2013 at 10:15 PM||comments (0)|
As it's Q4 Annual Planning season we are launching a range of free tools and templates to assist with marketing prioritization.
Watch this space!