what's your totem?

Knut at Berlin Zoo January 2011

It might seem rather childish this bizarre infatuation I have with Polar Bears. Perhaps it is. I wrote stories about them from the age of 4 or 5 and collected them until I was a teenager (and it quickly became uncool).

This year it was a dream come true for me to see a Polar Bear up close at Berlin Zoo. I must've taken 50 photographs and stood there staring in the freezing cold, shaking off a flu, admiring the magnificent beasts. I think they're awesome, although I cannot deny, there was a part of me that felt a little sad to see these Polar Bears in the desperate place they were in. At a zoo. Another attraction to entertain us and give us insight in to the lives of beasts that in the wild would walk over 5 miles per day. Of course in Knut's case he was saved and the reality is that human intervention is needed to help prevent animal species that are depleting.

Knut, whether he liked it or not, did a great job of bringing attention to a rapidly dwindling species. The hype perhaps didn't do him many favours but may be he helped raise awareness not just for Polar Bears but animals even closer to extinction.

Knut bottom right

He looks pretty sad doesn't he? When we observed Knut and the bears it appeared that he was being bullied in to hiding behind rocks out of their sight. I've since learned there was a mauling and little love from his mother who had rejected him at birth. It certainly wasn't the romantic picture I had in mind.

Sadly, this week Knut died unexpectedly at the age of four (19 March 2011). It appeared he had a fit of some sort before falling in the pool around his enclosure. A sad tale but a reminder of the precious lives these bears lead. There are only 20-25,000 polar bears living in the wild, while the species is not currently endangered, its future is far from certain and if current warming trends continue unabated, scientists believe that polar bears will be vulnerable to extinction within the next century.

Somehow this latest news gave me the boost I needed to get off my ass and do something, hence I've signed myself up for the Sydney half marathon to raise funds for WWF. Given I have cartilage missing from my right knee (and other ailments such as a curved spine, fused vertebrae and a twice fractured coccyx) this is a brave task for me and more specifically my body. And by publicly announcing it - there's no pulling out now... I'm also toying with an idea to trek Everest in Nepal...

WWF are a leader in Polar Bear (and animal) conservation, and unlike me they don't have favourites, why not check out their site to learn more?

social media me

Another one to throw in the mix (there are plenty better one's out there but I'm all for sharing). Somewhat simplified.

Bigger version there.

UNICEF: Scan & Help

If a person in a developing country could reach out to you directly and ask for your help, wouldn’t you give it to them? That’s the premise behind SCAN AND HELP, a display advertising campaign that uses Mobile Tags to connect people in the first world with people in developing countries.

Scanning the tag will launch an augmented reality application that will let users explore the environment of the person on the poster (who may be a relief worker or aid recipient).
via: PSFK

Unicef went a step further by also integrating deals with sponsors/partner discounts offering discounts at retailers in catalogues (using mobile tagging) and as part of the checkout process, users would be able to donate the money they saved to a campaign or in store where they would have the option to donate then or at checkout. Tags would be integrated in to the retailer’s POS system so the cashier could scan the Mobile Tag and log the donation as easily as scanning a traditional barcode.

I've often thought this a sweet spot for charity organisations, we know people spend to feel good, we also know that altruism makes you feel good too, lets connect those experiences.





holy crap we're creating a democracy

Social media. Naughty countries get exposed. Naughty brands do too. Nothing new except its going to get bigger, increasingly adopted and with larger reach and more technology - people increasingly will own your brand.

UPDATE: Interesting article on the correlation of internet access and democracy

great digital goodness

Everyday we continually witness the evolution of awesome technology enabled communication. Sometimes I struggle to keep up. Which is why I've been lazy and given you a brief installment :)

Google’s Christchurch Person Finder
Technology is coming to the aid of those affected by last night's earthquake in Christchurch. Within hours of the devastating 6.3-magnitude quake, Google's "emergency response team" had set up a simple web tool to help people request and post information about missing friends and relatives. The person finder, embedded below, already has 4300 records of both missing people and those who are letting their terrified relatives know that they're safe.

Set up by New Zealand's Earthquake Commission, the simple website lets users tweet to #christchurch, or #eqnz or #ChristchurchQuake to give information about people who are trapped or where damaged buildings and even payphones are located. The site also lists reports as they come in from residents including live pictures and where working ATMs can still be found.

Oscars streamed live, for a small fee of course.
Just thought it topical to share the latest innovation from the Oscars (award show starting in one hour) check out the latest socialisation of traditional media via their live streaming of the awards ceremony, behind the scenes, twitter feeds and other bells and whistles.

HOME a film by Yann Arthus-Bertrand: Something for you to watch tonight

HOME has been conceived to take a message of mobilization out to every human being. When it comes to environmental policies such as climate change legislation, land conservation, or bans on oil drilling, a grasp of the science and economics behind the issues might seem essential. But polls show that people tend to base their views on ‘gut’ feelings and personal philosophies. As we know in advertising, targeting the heart, therefore, might sway minds when numbers can't.

HOME is a carbon offset movie streaming free on YouTube: http://www.youtube.com/watch?v=jqxENMKaeCU


Kinect childrens imagination (like what I did there?)
Chris O’Shea is a Kinect Hack. He’s brought the imagination of children to life through storytelling, performance and technology in a bid to encourage children to get excited about storytelling.

Little Magic Stories from Chris O'Shea on Vimeo.

Very cute demonstration of creative utility.

being awol

Its been a while since I've updated my blog. A part of me feels it warrants explanation. I'm on holiday. A long one. Its involved lots of family, old friends and some new adventures to places such as Berlin and Bangkok. There have been yoga postures, herbal teas, mulled wine and real ale. Three novels - so far. One full note book. Over 500 photographs. Lousy internet access and zero TV. Putting on a Christmas kilo. Losing 5. A dry January. Seeing real life Polar Bears (!!!). Playing in snow. Walks in Croyde and parties in London and Berlin. So a welcome break one would argue (which I am very unashamed of). My mind talks in coherant sentences - for a change - sometimes even in Thai and I am looking forward to getting myself back and sharing some of my learnings along the way.

Meanwhile... time for a swim.

actions speak louder than words

I have always strived to live by this adage. Its one thing to say something and its quite another thing to live your life by it. I could tell you what I’m good at but if nothing in my life demonstrates it – I’d be tripping on empty words. And so philosophically speaking, while we’re ever keen (especially it seems in the world of advertising) to blow our trumpets and shout the loudest, know that people will expect the same promises reflected in your behaviour.

 

via Edward Boches Presentation on Making Digital Work

I read an article recently which asked the question of whether the way we tackle a brand’s position should evolve in the same way that the landscape has. Taking in to account the notion of the purchase funnel turning upside down, with loyal customers being more important than prospects and the affects of social media where a brand talking about itself won’t be able to have a credible engagement with a community because essentially its consumers who own the media.

via Edward Boches Presentation on Making Digital Work

What does this mean for positioning? David A. Aaker defines Positioning as “…part of the brand identity and value proposition that is to be actively communicated to the target audience and that demonstrates an advantage over competing brands.”

Building strong brands is hard these days; price competition (directly affecting the motivation to build brands), proliferation of competitors reducing specifically the positioning options available, media fragmentation plus internal pressures such as organisational bias against innovation and pressures to invest elsewhere mean that there are growing challenges in ensuring your brand is preferred.

Well with new, vigorous competition coming from various sources and even those entering different categories through brand extension strategies (such as Weight Watchers food or Dove Shampoo), new product development (think Coke providing alternatives to carbonated drinks such as bottled water and juice) and innovation, there are fewer holes in the market to exploit. These competitors not only contribute to price pressures and brand complexity, but also make it harder for brands to hold their position.

Some interesting points are made about the idea of key benefit “As products become less distinctive, benefits are more likely to reside in the brand experience than in product performance or image characteristics. Differentiation now is as likely to lie in ‘our customer service rocks’, ‘we have great apps’ or ‘we support the same causes you do’ as in better, faster or cheaper.” While I doubt product differentiation is going to lose importance and by virtue of Moore’s Law statistically impossible as we continue to innovate and I like to think, co-create culture (doesn’t that sound wanky?!) – the brand needs to behave in a way that articulates what it stands for. As Carol argues; "new strategic tools are needed to helping a brand understand how to connect with customers at an individual, human level."

To me this is the brands vision/ambition, the brands “why” we connect with our customers, its noble purpose. Behaviourally this goes beyond a one-way message, it is the expectation that brands ‘walk the talk' and position themsleves in a place that connects with the customers not just by what they say, but also what they do.

via Edward Boches Presentation on Making Digital Work

One of the first vital lessons I learned in advertising is that everything communicates and as we all know, what we say is only 10% of what we communicate. Hence, actions do speak louder than words.

a photographer's life

I spent an hour or so wondering around an exhibition at the MCA Sydney the other day. While I'm a fan of photography, I must admit I was pretty surprised by how moving Annie Leibovitz's work is.

Annie doesn't make a distinction between her work and her life. Her photography is her life and while she's created many a famous creations featuring famous celebrities on front pages (such as Demi Moore on Vanity Fair), politicians and royalty; she also captured some of the most celebrated and devastating moments in life; life and death.

Famously on December 8, 1980, Leibovitz had a photo shoot with John Lennon for Rolling Stone, promising him he would make the cover. After she had initially tried to get a picture with just Lennon alone, which is what Rolling Stone wanted, Lennon insisted that both he and Yoko Ono be on the cover. Leibovitz re-created something like the kissing scene from the Double Fantasy album cover, a picture that she loved. John removed his clothes and curled up next to Yoko.

Leibovitz recalls, "What is interesting is she said she'd take her top off and I said, 'Leave everything on' — not really preconceiving the picture at all. Then he curled up next to her and it was very, very strong. You couldn't help but feel that she was cold and he looked like he was clinging on to her. I think it was amazing to look at the first Polaroid and they were both very excited. John said, 'You've captured our relationship exactly. Promise me it'll be on the cover.' I looked him in the eye and we shook on it."

Leibovitz was the last person to professionally photograph Lennon - he was shot and killed five hours later.

This exhibition really takes you on the fabulous photographic journey that Annie has had - which knows no barriers - naked so to speak. You meet her professional work, her family and her best friend 'companion' Susan Suntag (below) and learn that her work means much more than what meets the eye.

'twiggy' - when dreams & art combine.

Some things and people blow my mind in this world and I feel blessed to have the pleasure in meeting them, their work and inspiration. Whether they create, write, talk or think - I have such admiration for those who can articulate an idea and see it through to fruition no matter how bold or controversial with the adage 'If at first the idea is not absurd, then there is no hope for it' (Einstein).

Meghan Byrne, known as Twiggy is one of those people. She's a Sydney based artist who creates a breadth of wonderful dreamlike images, using old traditional oil/acrylic painting techniques to create interesting colourful canvases. She doesn't conform and yet has such attention to detail and quality (I know for a fact that she makes her own canvases and sources the best and most premium quality oil paints for example) that shows how much respect she has for art and her work. The effect is one that reminds you to dream. To question. To open up somehow.

So I invested in a piece I couldn't resist.

Here are some other beauties.

bloom's taxonomy

Bloom's Taxonomy is a classification of learning objectives within education. The theory is based on the following "levels". Its an interesting concept if you consider how you may wish to communicate something based on what the expectation of response is.

Remember - Recalling the information

Understand - Explain the ideas and/or concepts

Apply - Using the newly acquired knowledge in another familiar situation

Analyse - Comparing and differentiating between constituent parts.

Evaluate - Justifying a decision or course of action

Create - Generating new new ways of creating products, ideas or ways of viewing things

Or better yet, here it is according to Pirates of the Caribbean:

being a princess

"Such a princess" - a term we throw around in admiration and abhorrence - but what does it actually mean?

Well, I thought I'd take the liberty to define, in my mind, what equates to "princess-ness". A concept sometimes easily misconstrued to having associations with regal and blue blood qualities. I can understand the confusion and hence, why I've broken the term "Such a princess" in to 3 distinct pillars.

1. Spoiled & over indulged.

I'm talking ponies, cake, fairies, shopping chauffeurs and champaign. This goes well beyond wanting nice things. This is expecting that if I don't get a Tiffany bracelet/Gucci dress/a puppy for my birthday - I will not forgive you. Ever. Basically the provision of excessive material gifts.

Some great examples (thanks to tips from fellow co-workers): Paris Hilton, Nicole Richie, Mariah Carey.

2. Self-righteous indignation.

Essentially being filled with or showing conviction of being morally superior, or more righteous than others, smugly virtuous. "Everyone listen to me" syndrome.

Perhaps in line with: Bono, Naomi Campbell or Madonna (for the record I have nothing against these talented celebrities, except perhaps that they're talented).

3. Over obsession with beauty & general vanity.

This is where it goes as far as plastic surgery. Or bags of make up, nail varnish, pamper kits. Mirrors everywhere even transported with you in your designer handbag. Fake tan. Air brushed photographs. Looking exceptional - all of the time. Imagine going for runs with make up on.

Of all the elements that create your princess, this is the hardest to maintain, I mean who can look really, really, really good looking all of the time?! Not to mention expense. Its not cheap to look so hot... without aging, putting on weight, bags under the eyes, frizzy hair... etc. Phew!

And so here you have the facets to your oh so typical modern day princess. If you meet someone, who ticks all the boxes, call them "such a princess" before giving them a great big hug.

That concludes my very intellectually stimulating cultural assessment. With that I will leave you with my favourite epitome of your perfect princess.

Next up: being a hipster.

IKEA's charming cook book

Very cool idea. Owning the media that demonstrates the message. In a very stunning act of brand communication Swedish furniture giant created a very slick cook book called 'Hembakat Ar Bast' - translating to 'Homemade is Best'.

A gorgeous collaboration which has taken a step away from the heavily styled food shots (you know the one's that your food never ends up looking like) to a design approach, featuring stunning, minimalistic photography where the ingredients and finished products become art pieces themselves. It gives you an appreciation of process. Here are the pieces, bring them together, there is the remarkable result. Much like building a chest of drawers.

Pretty original. Making me hungry.

Mandelmusslor (almond shells) - Ingredients

Mandelmusslor (almond shells)

Fina Kanelbullar (cinnamon buns) - ingredients

Fina Kanelbullar (cinnamon buns)

Schwarzaldtarta (black forest cake) - ingredients

Schwarzaldtarta (black forest cake)

being a misfit

I have just finished reading a great book called "Thinque Funky" by a funkadelic Swede named Anders Sorman-Nilsson, a futurist, a trend spotter and inspiring speaker. His book asks us to look and prepare for the future, with an understanding of what is needed to progress to the next chapter. The world of web 3.0, digilogue technology, androgynous culture and creative commons.

At the TEDx talk on Friday, Anders presented his perspective on the minds we need to evangelise this movement; the misfits. The misfits who are willing to push new thinking, who drive positive change, forward-looking innovation, and solve problems creatively, and that without them your organisation really cannot compete.

Obviously as a misfit myself, I am 100% on board, but despite my bias I welcome you to take a look for yourself at his blog and appreciate the below ;)

brand insights: just an idea

What happens when you overlay SWOT analysis with an insights chart (for want of a better name)? Something I was doodling at the cafe as I tucked in to my brunch on a lazy Sunday morning. Probably not what you should be considering over a sunny weekend, but I felt the theory warranted articulation and sharing.

Insights are obviously beyond facts or info, they are the "Sparks in the dark", "Eureka's" or "Flashes of genius" and the beauty is that when applied correctly, creating alliances across Company, Consumer, Culture and Category, you get a big fat bottom line to thank you for it.

One of the things I like about this approach is the opportunity to treat your company and your consumers as an Internal influence. Increasingly we are appreciating that consumers are your brand stakeholders as essentially a brand exists in the mind of its audience - a brand is the views, attitudes and opinions that individuals have about a company or product - so it important to recognise how a company and its customers converge. Never before has the relationship between customers and brands been so tangible.

Culture gives way for so many fabulous opportunities. We live in such a fragmented time amongst niche micro cultures, fads, fascinations, multi-cultures, technologies, movements in all directions. There's ample opportunity to pinpoint inspiring and emerging expressions and values that could be leveraged far enough to redefine a brands category (great example is the recent Tontine pillows campaign)

Lastly but not least there's Category. Perhaps wrongly or rightly associated with "Threats". You could argue that Category segmentation provides more positive opportunity but I quite like looking out for "threats". It find the opposites. And while we can better understand the 'why' behind a divers set of brands/products existing in a category, looking out for "threats" broadens the scope beyond what's on your doorstep to what may be round the corner on the other street. Its a great way of looking out for substitutes and gaps in the market while ever aware of the competition to work on ensuring your market difference and advantage.

Oh dear, I feel like a royal nerd. I should probably get out more... while I work on that, I hope the above was useful ;)

why we choose?

Dan Ariely the author of Predictably Irrational uses interesting optical illusions to demonstrate our thought process (and decision making). Our intuition fools us in to thinking things in a certain way. Like an optical illusion even when we know what the right answer is we still don’t see it.

Which is longer?
(They're both the same)

The idea of illusions is that our senses feed us information however it is not a true reflection of reality. Information is provided to us courtesy of our brain, which has a set of rules for dealing with situations so that what we see is actually very different from reality in specific, repeatable, predictable ways.

The same thing applies to consumer behavior. For example, when something costs more and people expect it to be better, they actually end up seeing and experiencing it as being better. One of my favourite (and equally frustrating) product examples of this is Tiffany. Oh the weakness. But why? Well a brand is considered premium when we believe it is worth the price. And to feel that good with a shining Tiffany bracelet on is oh so worth it. Remember 'perceived quality' is one of the key brand associations that has proven to drive financial performance.

It’s like an illusion, the way that we process the information is not a function of what is out there, it’s a function of what is happening in our brain. Most of our understanding of the world comes from our brain not from our senses. We think we see with our eyes but much of what we see is happening within our brain even the way we feel about it.

Ariely uses a great example; when you lie on your back and look at the sky, you believe you’re seeing blue however the reality is that only a small part of your eye can detect that colour. If you extend your arm out in front of your face and hold your hand in a fist, that’s the only portion of your eye that can detect blue. The rest of your eye isn’t supposed to see blue. We don’t see blue because of our eyes, we see it in spite of our eyes. It’s our brain that is doing all the work to help us detect blue. The same thing happens when we process other information: Price, quality, etc. In all those cases, it is our brain that drives our expectations and determines much of our final experience.

Ariely believe that we have two types of rules for our behavior. One type concerns market norms which involve how much you pay for things, how much people charge you and so on (a banking rate for example). The other type is social exchanges that have to do with fairness and warm fuzzy feelings (the 'why', the connectiveness we feel, the empowerment etc). Both of these relationships are perfectly reasonable and have advantages and disadvantages. Marketers need to understand the particular advantages and disadvantages that come with both of these relationships and perhaps more importantly the failure that can occur when the relationship is in the middle and not compelling enough in either direction.