What was interesting for me about this mini-documentary on Ken Burns and storytelling is his quote from the introduction in which he says that the stories he is interested in – the stories that are worth telling – are the ones where 1 + 1 = 3.

“The thing that matter most to us … is that other thing where the whole is greater than the sum of its parts.”

He also talks about the idea of “emotional truth” – the trust in possibility and future and change.  This emotional truth is what allows us to suspend disbelief when we are listening to stories; it is what allows us to feel connected to a story’s characters and storytellers.  This concept was reiterated on a more scientific level recently in Fast Company.  There are actually mechanisms in your brain that allow you to become emotionally invested in stories and in their meanings and that the stories actually work to help your memory and recall.

Ken Burns: On Story from Redglass Pictures on Vimeo.

Sometimes complicated makes a good story. Often times it is the flaws and the surprises and the nuance to characters and plot and history that drive connection, that drive memory and that drive loyalty. For luxury brands especially, in cases where we are trying to reach an increasingly discerning audience, there is an opportunity to embrace a more complex story and take the time and energy to convey a rich history and a nuanced brand narrative.  Bob talked a while back about how Cartier approached this with their online video.

For me this piece is a good lesson for brands about the importance of being human and of allowing a good story to be shaped, even if that means a little loss of control.  It requires brands to open themselves up and to get a little messy, but I think the rewards can ultimately justify the process.

((thumbnail image courtesy of George Bailey, Shutterstock (via Fast Company)))

Hermes Awards:

• The annual international competition is administered by the Association of Marketing and Communications Professionals and recognizes “outstanding work in the concept, writing and design of traditional and emerging media.”
• Awards:
• Platinum: Direct Mail collateral developed on behalf of Bell & Co.
• Gold x2: Corporate and Fine Arts Website Design for Sotheby’s
• Gold: Logo development for Talmage, LLC.
• Gold: Advertising/Magazine Creative for NYU Stern’s TRIUM program

The Communicator Awards:

• The Communicator Awards is the leading international awards program recognizing big ideas in marketing and communications. Founded nearly two decades ago, The Communicator Awards receives over 6,000 entries annually and is both sanctioned and judged by the International Academy of Visual Arts.
• Awards:
• Gold x2: Corporate Communications and Marketing Website for Sharpthink.com
• Silver: Logo for Sotheby’s Wine

A full 90% of the executives interviewed for the study felt that social media was important for brand awareness and reputation management.

(Infographic developed by Go-Gulf.com)

Prospective employers may not be big fans of you posting photos of 'Epic Nights'

If you write something and publish it on the web, do you give up your right of privacy? For many people looking for a job they are being asked to do just that. According to some of today’s employers, your posts and photographs are public domain. In this economy, companies can be more prudent with who they choose to hire. It seems that social media has unofficially become part of our resumes.

I don’t believe an employer is getting off on the right foot with a what can be viewed as a breach of trust by asking for a prospects log-in info. A person should be hired on their merits and accomplishments, not comments and photos. The problem is that employers now hold a severe upper-hand in having a large hiring pool. Privacy is being sacrificed by the desire to gain employment. It should never come down to the job seeker making the choice between the two.

There was the case of Justin Bassett, who withdrew his application and walked out of the interview when told his private profile couldn’t be viewed and he needed to fork over his log-in credentials. Facebook has even made it a violation of their terms to give out your password in order to prevent this, but some companies skirt this practice by asking the job-seeker to log-in themselves. Maryland just passed a bill that makes it illegal for an employer to ask for your Facebook password. Hopefully the other states will follow suit.

What about those who see Facebook as a time burglar and have no profile? Are employers more wary of the non-user, thinking they may be hiding something or will they further frown upon the person who has photos of themselves doing keg stands at their cousin’s communion?

I am a firm believer in first amendment rights and I don’t want to live in a society modeled after George Orwell’s 1984, but it’s about common sense people. What’s more important to you? Getting a few cheap likes and comments from a sophomoric post or YOU as a brand? Regardless, I just don’t think those who show a lapse in posting judgement should be shown the door if what they posted was not illegal or insensitive to people based on sex/race/religion/etc.

There are a few options as I see it. Don’t change a thing on your profile and tell any prospective employer where they can go should they ask for your information. Two, you can maintain a squeaky clean online profile and need not to fret should they ask to view your account. And finally, what I’d like to see happen, hiring companies will drop this practice. Looking at one’s Facebook page is not a serious vetting device. Sure you’ll save money versus a background check or credit check, but you won’t find out nearly as much information. A prior arrest record should be more of a concern than spring break photos. The fact that Facebook changed it’s terms and policies to protect the user and that one state bill passed to make it illegal, it will only be a matter of time before this violation of rights is outright banned.

The industry has a way of going in circles on this – with the shiny new platform (Pinterest, anyone?) attracting huge attention and tons of buy in, followed up by people taking a step back, reevaluating priorities, and either shifting attention elsewhere or shifting responsibilities to a more fitting group within the organization.  Just last month, there was a study showing that many companies have even been pulling back on their blogs, thought it looks that Twitter use is still increasing.

I’ve recently been thinking about the role of social media – and Twitter specifically – for the CEO and other C-level executives.  There was a time when this was a big publicity play – a way for companies to show that they were open and modern and cool.  There were profiles and round-ups on these cutting edge CEOs and the value they were getting out of the platform.  But how many are still at it?

From the looks of it, many are still at it. And their level of interest, engagement and enthusiasm is enough to support that for some the platform holds tremendous value.

Jay Steinfeld, the CEO of Blinds.com talked about the benefit it has had for his relationship with the media in a recent Inc. Magazine article, saying:

“Reporters and bloggers want to speak with you directly, and Twitter is a great platform for that. It’s also the ideal place to compliment them on a great article … and it’s a great place to throw out potential article ideas that pertain to your business. Sometimes they even get picked up!”

Diane Hessan, the CEO of Communisapc (who I had the pleasure of meeting in a pitch some years back), is a great example of a CEO using Twitter to “walk the walk” for her company, position herself as an expert, and show off an honest an open personality (we’ll forgive her for all the Boston fan-dom).  She wrote and article for Forbes about her Twitter experience back in 2009, and it’s clear those same things are true for her today, when she said:

“Twitter has brought me new ideas and new friends, and it has connected us to a world of people who are trying to be adventurous and innovative. I have gotten free consulting, new clients, new alliance partners, lots of PR and a vehicle for getting our insights out into the marketplace.”

((Image courtesy of Getty Images))

A few titles we’re taking note of include:

• The re-designed ForbesLife is debuting with its April issue, which is appearing on newsstands in New York, LA and Las Vegas (in addition to being mailed directly to 800,000 Forbes subscribers and being available on Kindle, Nook and iPad).
• Bloomberg announced the launch of new luxury magazine, Pursuits, which will be distributed twice annually to customers who subscribe to the company’s financial data terminals and receive Bloomberg Markets.
• Jason Binn, in collaboration with Gilt Groupe and Hudson News, is planning to launch Du Jour, a new quarterly digital and print magazine which will be mailed to 235,000 highly targeted readers. The digital editions will allow readers to click and buy products featured in editorial spreads, significantly blurring the line between paid and earned.

Meanwhile, although Europe is still weighed down (financially as well as emotionally) Euro Crisis consistently front page news, there have been several platform extensions aimed at providing access to BRIC and Asian luxury markets.

• The Art Newspaper Russia has been launched in a partnership between TAN and a high profile collector and patron of the arts.  It provides a monthly opportunity to appeal to one of the key BRIC regions.
• Another interesting one is in Paris, where Le Figaro has announced a Wines & Spirits special edition of Paris Chic (which it launched last year) aimed at the wealthy Chinese visitors both in China (pre travel) and in Paris itself.

Chiming in on the implications for brands in this space are members of our creative, media and PR teams, below:

MEDIA

Clearly these new publishers believe that luxury brand ad spends will follow suit. We do too, but recommend to our luxury clients that “while they should fish where the fish are, its best to get there early (for the better/introductory rates and positioning) and to employ the best hook (e.g. creative that aligns with editorial) to avoid the inevitable rate hikes and saturation that follow publisher success.

“The emergence of new titles in the luxury space is an indication that magazines are not going away anytime soon. As we go into planning for our clients, print is still very much a part of our consideration set.

One of the things that we like about being in such titles is the certainty of knowing that we are keeping our brands elevated by both the editorial environment and the accompanying brands. It is truly unique to any other medium-with perhaps the exception of tablet versions. It’s exciting to see that some of these titles out at launch are already planning a tablet version, which is something telling about the future of the magazine format.” – Kim

PUBLIC RELATIONS

“The new influx of luxury lifestyle publications indicates that Americans are not as shy to discuss their lavish lifestyle as they were in the heart of the recession. Reality is that those folks didn’t disappear, but they scaled back significantly whether for perception or actual changes in their income.

For our luxury clients, it’s fantastic to have a platform reporting through the “luxury lens” with an inherent understanding of the audience and their lifestyle.  Our campaigns often translate into increase brand awareness and sales when the right target audience is effectively reached.” – Nicole 

CREATIVE

“I was thrilled to see that Forbes Life getting a refresh this month.   They always seemed, similar to Malcom Forbes himself, to touch upon passion points for influencers whether it be collecting, bespoke travel or the latest in tasteful (gentle)men’s fashion.    The latest, “new” issue is no exception what with cool pieces on private train travel (The Patron Express), the boom contemporary art market (our client, Sotheby’s Clyforrd Stills), and the finest rye whiskeys (yes Michters was there).  It’s the type of read that gives you a bit of knowledge to pass along to a like-minded peer or colleague, so yes valuable information you might say.”

“The re-emergence of luxury titles like Forbes Life, the staying power of Garden & Gun, WSJ and FT How to Spend It as well as the new launch of Bloomberg Pursuits means nothing but good things for the advertising community, especially creative directors.    For me, when I need create a campaign for a luxury lifestyle brand I like to know that the readership aligns with the product and the idea behind it.  Having a robust selection of super affluent tiles in print and in digital not only affords us the opportunity to do great work but inspires us to make our Clients brands shine because we know they will be right next door to other opinion leading brands.    It’s a challenge but one we relish.  So keep them coming.”  - Bob

Aside even from his southern-boy look and idiosyncratic golf swing, Bubba stands out among the crowd.  A few lessons for marketers from his day in the spotlight (or, my Ode to Bubba):

1. Be True to Yourself: Bubba’s self-proclaimed version of the sport, “Bubba Golf” is rooted in the fact that he is self-taught. He stands as a contrast to the highly trained, closely coached, tightly focused way that the game is played today.  His stance, swing, and timing are all his own – but they work for him, and it’s clear he’s not trying to be anything other than himself out there.
2. Be Honest: In the press conference after his win and in the interviews at the close of each day, I couldn’t wait to hear what he’d say. Unlike many of the other players, who while perfectly nice – stayed on-message and fully professional – Bubba’s interviews bounced from his conversations with his Caddy, to the helicopters circling the course, to his new son.  While he didn’t always have the “right” answer, his candor made him approachable – and made me want to see him succeed.
3. Say Thank You: In his speech after putting on the famed Green Jacket at Augusta, he thanked everyone from his family to his fellow golfers to the guys who managed the locker room, which he’s been using the past few years. And he genuinely meant it.  Since yesterday, he has also been individually thanking his Twitter fans, who have supported him throughout his career.
4. Let Your Fans In: Bubba has become known for creating videos with his friends on Twitter. The short, funny clips let people in behind the scenes and welcome people into Bubba’s world.  Compared to the usual framework of stoicism and privacy that has become the norm with players like Tiger, this type of content is a breath of fresh air.
5. Go Big: “I want to hit the incredible shot,” Watson said. “Who doesn’t?” That pretty much says it all.

In his press interview last night, Bubba was careful to say that he doesn’t play golf for the fame – that being famous was never part of the equation, but that it is about playing a game that he loves and just being himself.  Undoubtedly, with yesterday’s Masters win, the fame will come.

It will be interesting to see which brands he becomes tied to (his primary sponsor now is Ping, which includes a signature charitable initiative; Bubba has already made their clubs noteworthy with his signature Pink driver).  I think it presents an interesting opportunity for the traditional luxury sponsors (usually auto, finance, etc.), and a way for some new brands to make a presence among a highly sought-after audience, as well.

((photo courtesy of The Washington Post))

Things don’t look so great, but wait, somewhere in the hub of the rust belt a company which Lee Iacocca brought back from the ashes has something to say and it’s worth listening to folks.   Chrysler rattled and moved audiences during the Super Bowl with the Clint Eastwood spot.  So effective was it’s bold, straightforward message that it even created an Oliver Stone like conspiracy theory surrounding the President’s 2009 bailout of Chrysler and ties to his re-election.  Well folks, advertising is theatre when it’s good and the follow up to Dirty Harry is no exception.  Four new spots (“The Second Half”) which broke during the NCAA Tournament this past weekend, play on the themes of war, unemployment, divorce and entrepreneurship, managing to find a way to make the hair on the back of your neck stand up to attention.  A short synopsis:

The unemployed husband who finds work day to day in his Dodge Ram “wherever there’s a truck, there’s work.”  His wife laments over his fortitude and strength and it’s beyond genuine and real.  The closing remarks (as there is already a tag line established) says it all: ” This country can’t be knocked out with one punch.”

Then juxtaposed is the spot about the successful businessman, almost eulogized by his father (the voice over) who partly attributes his son’s success to his mother letting him as a youngster stay up once and a while to watch his Dad and friends play poker.  The lessons learned those nights on his father’s lap built confidence and courage (like the guy we just spoke of), which is re-affirmed by his father who states : “he took a gamble – making the game call him.”  The son is a self made man as evidenced by his pretty but understated wife, apartment and 4 door luxury sedan which he drives to his company – “the world waits – hear our engines roar.”

Next up a soldier and a father talks about his 8 year old son “stepping up” for the family while he (Dad) was overseas.  There is a scene where Dad drives son to school and if it does not make you well up … well then something’s not right .  ”Just the two of us, we ride”  the father says while the camera shares with us these precious moments between father and son in the Dodge Charger – “all that matters is whats ahead.”

A single mother and her daughter rounds out the pool of spots,  the daughter providing the narration about moving to a new town presumably after a divorce.  A new home, school, early mornings etc. “Mom says the school bus is a good place to make new friends” but she’s not ready for that yet, so she rides to school with Mom and brother in the Jeep Cherokee because Mom works now – “if we can’t find a way we’ll make one.”

The message  - well we’re not done not by a long stretch.  We just need to get back on our feet and we are as evidenced by these stories of a road to recovery.  Hat’s off to Wieden & Kennedy on creating great advertising, rooted in “smart emotion” that should live on as content creating further dialogue about Brand Chrysler and Brand America.   But will it sell cars and trucks or at lease get folks to consider Chrysler?  Well, coming from the guy who in an earlier blog post about Chevrolet said “I’d rather push a Chevy than drive a Ford,” it’s hard to say.  Brand loyalty runs deep in this place, but I will tell you this, I have not given but taken notice.

As one might imagine there has been a fair amount of hype and publicity surrounding the return of the show on AMC after a long awaited 17-month hiatus.  Aside form the press, there have been clever poster campaigns, all kinds of strategic brand alliances (i.e., Banana Republic) and for a second time Newsweek magazine dedicated an entire special issue to the show – well to the show’s 60′s era.  Tina Brown worked with Hill Holliday to create an issue with just not a retro cover but editorial pages and accompanying advertisements that via design and message harken to the time, all while assuring the content is new and about issues today.  It’s a fun and interesting read with a long shelf life.

So what about the ads you ask.  Well, the issue is well represented by such brands as Allstate, John Hancock, Tide, Dunkin Donuts, SPAM (not E-mail),  Johnnie Walker and Triumph just to name a few.  The aforementioned all created era relevant advertisements while several brands like AT&T and Gucci simply picked up what we call “existing materials” and missed out on a great opportunity.  So who really shined in the retro-fit department?  Well, there were for the most part two creative approaches to this issue. One was to raid the Agency archives for original work and run it as is, which was a bold and in most cases sound approach.  Take Dunkin Donuts, they went with “America’s favorite cup” (“Say yup”) which at the end of the day is very much still on strategy with the core product offering today.  While America now may “Run on Dunkin,” it does so because Americans trust it’s products.

Johnnie Walker did the same as Did Old Forester, who capitalized on the recent thirst for Old-Fashioneds – well played boys (but wait there’s a Facebook and Twitter icon there).  John Hancock pulled it off in what appears to be a very bold approach using an old imagine of a confident financial advisor and  headline: “Pessimism is a darn LOUSY investment strategy.”  Everything in the ad appears genuine (or at least from 1965) save for the final bit of body copy: ” Talk with your financial advisor today.  Or, if you have a computer, use the World Wide Web to visit.”  So why you ask is this bold?  Well, they are giving the same advice 45 years later even after what we just went through over the last 3 years, but it’s good advice – pessimism IS a bad investment strategy.  It may seem tongue and cheek for the issue, but think again.

On the other hand, some brands took a creative tactic of having their product offering fit within the 60′s style or pop culture, Tide being a prime example of such.  The print advertisement shows a current, attractive woman in a Pucci-like dress (borrowing from the Braniff  air hostesses on page 65) against a psychedelic background and the headline: “Pop of Psychedelic”  The product?  A new one – Tide Pods which appear to be super concentrated detergent tablets which you simply, as the tag-line states “Pop In.  Stand Out.”   Allstate while running an original ad on the fourth cover adapts their current “Mayhem” character  to the ages and SPAM goes the way of psychedelia like Tide, but with more of a Ken Kesey theme.  Hush Puppies took the “high camp” road apparently retrofitting a chic gal with cool spy camera and a handsomely turned out man with a not so amused Basset Hound – you pick who “Steals the Scene”

So who’s the winner?  Well any brand that gave it and “old-fashioned try” not to mention the readers and the advertising business as a whole.  It would have made Don, Roger and Peggy proud.  Oh, and yes, I watched last night …”Dancing Beans,” really?

When guerrilla marketing is executed correctly, it can be one of the most effective ways to create buzz and drive awareness, especially in today’s world of having that helping hand of social media. Unsuccessful guerrilla marketing is not conveying your message, executing on your objective and creating bad press as a result.

Main Fail: people were so upset they felt uncomfortable participating and paying  for the “Homeless Hotspots”. Which was the campaigns main objective: to give the homeless a way to make money besides begging.

But, it begs the question, what does it mean to do guerrilla marketing effectively?

It creates the right buzz and the right awareness that helps meet your objectives.

A great example of this has been First Bank’s “Helpfulness” campaign which they first started implementing through guerrilla marketing in 2010.  Their latest effort was a free skier shuttle bus between a FirstBank sponsored parking lot and the base area of Copper Mountain in Colorado.  They turned the bus into a helicopter while on its sides are the message: “Heli-Skiing. Now as affordable as Free Checking”.

What made this successful? First, the bank literally demonstrates how they are helpful: by shuttling skiers to and from the mountain base.  The stunt was simple yet meaningful.  Secondly, they also knew how to connect to their target audience by turning the bus into a helicopter and the subsequent joke that now everyone can afford heli-skiing with the First Bank “heli-bus”.      You come away with a clear message that First Bank is a bank that wants to really help their customers.

In conclusion: it is possible to drive buzz and awareness effectively without offending people. Know your target. Don’t lose track of your message in your stunt.