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Does anyone else wish their life were like a Vimeo video?: 5 of my favorites

Or is it just me?

Sundrenched.  With lens flares here and there and saturated or overexposed color, with blur in the right places.  Clear skin and glowing eyes, “hip” musical accompaniment all around.

And I know this is heavily affected by my search queries, but all the free time, sense of adventure, dedication to making videos of yourself having fun in an attractive way.  Surf, sand, sea, not a care in the world and free-as-a-bird youth lifestyle.

Presenting, my favorite vimeo video: Taj Burrow’s Fiji Vignette Part 3

The best lookbook I’ve seen so far.  Pretty, pretty girl.  Cute storytelling.  And the coolest girlish swimsuit designs I’ve seen.  Granted, the model’s body is amazing, but besides that, the designs themselves are simple, but smart.

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Nike: Chosen

Ah, Nike.  I see you are starting to be more aggressive about pandering to the microtrend of individual sport.

In 2007, Mark Penn published the book Microtrends.

Apparently, he’s the man who coined the term “soccer moms”.

In the book, Penn discusses other emerging trends that were sparked by at least 1% of the American population, which, he proposes, could become significant in the next years.

In the field of sports, Penn noted the growing interest in niche and individualized sports, and the decreased involvement in the mainstream and more established team sports (e.g. football, basketball).

In this stunning video by Instrument, Nike shows its ready to beat, okay maybe match Vans, Converse, DC and Roxy at their games.

Nike “Chosen” by Instrument

Even if the niche sport “microtrend” may seem a bit dated (“discovered” 4 years ago), the Nike “Chosen” campaign still makes me proud of how Nike seems to have a good nose for youth culture.

Even the copy for the campaign tries to talk to a new audience — no longer the same market that their physical potency- and determination-centered communication used to target.

Instead, the campaign’s copy recognizes the present youth’s inclination towards uniqueness, flair and self-promotion.

“Take the stage and own the spot light. We’re looking for crews pushing the boundaries of style and creativity. Because the further you go, the further we all go.”

via fubiz

I have to correct myself now, though.  It apparently isn’t the first time that a Nike campaign featured skateboarding.  In my search for more old school testosterone-y Nike ads from the 1990’s (to feature in this post), I came across a blog entry which was a collection of Nike ad graphic design that the blogger was impressed with.

This particular ad was released in 2007 – the “This Is How I Fight” campaign.

I love you slightly more today because of this, Nike.  I have to find the agency or communications group that came up with this campaign.  I’m sorry, “Chosen”, but “This Is How I Fight” edged you out in my heart.

And, while I’m at it, I might as well post the very first Nike ads (from 1989) that sparked my liking for the Nike brand, and for copywriting and branding.

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FastCo: How Hendrick’s Gin targets hipsters and succeeds in capturing that audience

And the award for most clinical exposition of marketing to hipsters is…

Fast Co’s article on how Hendrick’s Gin, and Pabst Beer, cater to the hipster psychographic.

Read it if you want to learn how to market to hipsters, in a way that reads like an exotic fantasy mystery piece.

“…developed piercing insights into what makes today’s hipster’s tick. Hipsters have increasingly sophisticated sensibilities, finding ways to express their individuality by discovering beautiful, idiosyncratic clothing, music, and art from the past. Hipsters have always been into vintage, but lately, bartenders in trendy neighborhoods have had a decidedly Victorian sensibility, sporting waxed handlebar mustaches, pinstripe vests, and pocket watches.

…’Our target is driven by curiosity,’ says Hendrick’s senior brand manager Kirsten Walpert

‘Hipsters don’t respect money, they respect art,’ says C.C. Chapman, marketing expert and founder of social good consultancy Never Enough Days. “There’s a certain level of craftsmanship that goes into brands that matters to the hipster market. They buy into brands that have put effort into crafting their own story and identity.’

…hipsters around the country were drawn to the beer’s lowbrow roots: It signaled a total rejection of the yuppie households…

Pabst hires field marketers who are exactly like their target consumer, that is to say: hipsters.

‘It involves building brand activators of true hipster, but never ever calling them that,” says Karen Post, a branding expert and author of Brand Turnaround. “They identify the influencers, but don’t sell them out. ‘…

constantly plays into hipster’s fascination with things that are both vintage and idiosyncratic. The brand has invented an elaborate world full of playful, unusual things that they have never seen before…”

Valuable Content UK: What is the most valuable content you created?

Good angle.

Content is rarely described as “valuable”.  Brands are concerned about viral, shareable, snackable.  But this is actually an intriguing question.

To a content creator, which of his/her work has or gives value the most?

I like how this Valuable Content article showcases various writers’ perceptions of value:

David Meerman Scott…
(downloaded over a million times) directly led to a book deal with Wiley for The New Rules of Marketing and PR, my international bestseller now in its 4th edition with more than 300,000 copies sold in English and available in over 25 languages
…shared more than 1,800 times on LinkedIn, and racked up some 500 Facebook likes and 700 Tweets. It’s the fastest sharing of any of my content…
Bryony Thomas:
It completely transformed the way the senior team in the company engaged with me, and safeguarded the budget. This later became a popular blog post on my website – 6 Steps to a Strategic Review of your Marketing Budget, then Chapter 9 in my book. You might say it changed the course of my career entirely.
Joe Pulizzi:
coverage that we could have never received otherwise.  It’s helped position us as the go-to resource for content marketing
Richard Fray:
Expat Explorer Survey …This provides us with an incredibly rich amount of data and insights, which we have been able to repurpose endlessly in our content. The insights have been used to generate global press coverage, interactive data visualisations, videos, infographics, curated forums and country guides, populate our social media feeds and train our employees.
…Our content has enabled over half a million users in 200 countries to compare which countries are the best places to live, and to get advice on everything from finding accommodation to fitting in to a new culture. The feedback from customers and our social media community has been fantastic, with expats sharing our content widely and telling us that this is content they cannot get elsewhere – and that it changes the way they think about us as an organisation…
Doug Kessler
The piece helped put us on the map, generated significant business opportunities and created all those lovely ‘ripples’ that no one measures, like speaking invitations, interviews and meeting lots of people we admire.
Crap also gave a spike to all our other content as readers came back for more from Velocity. For instance, ‘Three Poisonous Metaphors in B2B Marketing‘,  a piece that had earned 6,000 views before Crap went live now has over 35,000 – with zero promotion.”
Henneke Duistermaat
How to Write Seductive Web Copy because it’s reaching a lot of people and it helps non-writers to write copy that attracts the right clients to their business.
Christopher Butler:
If value = stats, then a post called The Way You Design Web Content is About to Change would be the clear winner. If value is in terms of the piece of content being representative of who we are, I’d pick: We Don’t Design Websites Anymore. This one was a collaboration between Mark O’Brien and I that I’m quite proud of, as it clearly articulates our point of view on the industry, and makes some pretty bold statements about where things are headed.
…had a big impact on readers. It was shared widely (and continues to be), it heavily influenced a few articles I’ve written for other publications and a talk I’m giving this fall at the HOW Interactive Conferences and it even shaped our Future of Websites presentation
Amy Grenham
…the Good Systems Manifesto is our most valuable piece of content. That’s ‘valuable’ not in the sense of direct ROI, but in the sense that it has helped us to structure our communications around this framework, and give a coherence to everything we do.
…it was designed to be customer facing and works well in that respect. We have it as posted in the office, but we would happily use it as an introduction to Desynit for any client.
…Desynit’s content-driven strategy flows from here – it’s given me a library of messages, copy and images to work from. The short powerful messages of our Good Systems Manifesto also work beyond the digital arena – at exhibitions, on T-shirts, posters, and more.
And the results? Putting our human values at the heart of our marketing has translated into a consistent pipeline of business opportunities.
Andy Maslen
a platform for promotions (the whole bank of trust model) and I also get a fair number of members emailing each month commenting on the articles. I repost the main article to my blog too. It does keep me in front of the right people at least 12 times a year and does, also, bring in identifiable new business: training, consulting, public speaking engagements and copywriting.
I also love writing it, as it gives me a chance to explore ideas and share them with a group of people are are interested in the evolution of copywriting and communication…
Nenad Senic
the photo tweets of the magazines I have positioned myself as someone who can be asked for an opinion with regard to producing a printed brand publication. This brings me a lot of business so I, as an introvert, do not have to go around and sell my skills to brands…

The Washington Post: Occupational segments are shaping U.S. city neighborhoods

Map from “The Divided City: and the Shape of The New Metropolis”

The Washington Post reports about a new analysis on how the “creative” occupations appears to be the new ruling class, steering where everyone else can afford to live.

Professor and urbanist Richard Florida and fellow researchers from the Martin Prosperity Institute mapped the occupations of Americans, versus where they lived.  Florida is responsible for coining “the creative class” a decade ago.

Their analysis separates workers into three classes, derived from Florida’s research: the “creative class” of knowledge workers who make up about a third of the U.S. workforce (people in advertising, business, education, the arts, etc.); the “service class,” which makes up the largest and fastest growing sector of the economy (people in retail, food service, clerical jobs); and the “working class,” where blue-collar jobs in industries like manufacturing have been disappearing (this also includes construction and transportation).

…these maps show that those workers tend to cluster in the same communities. About three-quarters of the region’s “creative class” lives in a census tract where their neighbors are primarily creative-class workers, too. That means your lawyers, doctors, journalists and lobbyists live together in parts of town far from the people who pour their coffee.

This also means that their evolving preferences — to live downtown, or close to the red line, or around Rock Creek Park — shape the city for everyone else.

New York Map from “The Divided City…”

And from the report itself:

The study identifies four key location factors that shape the class divided city and metropolis, each of which turns on the locational imperatives of the creative class:

  • Urban Centers: The concentration of affluent creative class populations in and around central business districts and urban centers, especially in larger and more congested metro areas.
  • Transit: The clustering of more affluent creative class populations around transit hubs, subway, cable car and rail lines.
  • Knowledge Institutions: The clustering of the creative class around research universities and knowledge based institutions.
  • Natural Amenities: The clustering of creative class populations around areas of natural amenity, especially coastlines and waterfront locations.

Born Social: Lessons from Social Media Week 2014

BornSocial shared their favorite points from Social Media Week, my interpretation:

1. Video is important.

2.  People keep buzzing about the impact of new technology, but of course no one can articulate what it would be.

3.  Africa seems to be the next high-potential market for mobile: high economic and cultural diversity (5 regions, wide rich-poor gap, relatively young, tends to have mobile as only screen, long commutes and aspirational)

I can relate to it because it sounds like the Philippines.

4.  The growth of “private” platforms

5.  Brands becoming less reactive – therefore, it’s also getting tougher to rise above the noise.

6.    There still isn’t an industry measure for social ROI.

7.  The industry if fixated with big-brand, big-budget case studies.

8. Social is about understanding people.

9.  Digital media are going through the lessons of traditional media (headline writing, visual aids), just faster.

10.  Social isn’t just about “presence”, but constantly creating and trying to be a step ahead.

Mashable: Facebook and Apple Reward Employees for Freezing Their Ovary Eggs

Mashable talks about how Apple followed Facebook’s lead in covering up to $20,000 worth of health benefits, should a female employee choose to go through the egg-freezing procedure.

This news is inherently…intriguing.


a) sounds funny when you hear it,

b) is ultimately useful and practical,

c) is played up by the media as positive, but

d) makes you think about the cultural and biological realities of how women need to undergo procedures just to “have it all”.

i.e. the personal goals and ambition that this generation of women have go against the body’s natural fertility.

It’s a “good thing”, that’s a solution to a tough choice.  Money & personal passion VS Growing your own family.

A question this also brings up is: even if you could freeze your eggs, would you and your husband want to have a 20 year-old eldest child at 55?  Implying that if you had a second child at 38, you would then have a generation of 58 year-olds putting kids through college.

Apple and Facebook are adding a new perk for female employees: Free egg freezing that would let them delay parenting for a few years.

Facebook started offering the service on Jan. 1. Apple plans to begin in January 2015, according to NBC News

Like IVF, egg freezing is typically not covered by an employer’s health insurance. Egg freezing currently costs about $10,000 plus up to $1,000 a year for maintenance. (Facebook and Apple are both covering costs of egg freezing up to $20,000.) McCarthy says the success rates from a frozen egg match those of a fresh egg.

In other words, if you freeze your eggs at age 27 and then wait until age 35 to try in vitro fertilization, the egg will behave like a 27-year-old’s.

Fast Company: Monocle launches a business management guide

I love this article — on a gut level, because it goes against the popularity of “startups” — but, more seriously, because of its business advice based on Monocle’s own business journey and the business success of its featured shops.

“”Startup” is an empty word….

Entrepreneurial success seen through the Monocle lens looks different: It’s slower-growing, more painstaking, less giddily affluent. The businesses profiled sell tangible products–ceramics, goat cheese–and are run by grown-ups versus the delayed adolescents one associates with Silicon Valley…

“petiteness” (not getting too big, too fast) and “social terroir” (rooting your business in place and community, and staying responsive to the needs of that community)…

Pitch your product upmarket, where higher margins prevail; don’t sell products, curate an experience; cater to consumer tastes you understand well; cross-pollinate ideas across industries; and tilt your business model as necessary (a gelato “university” in a high-rent locale is more financially sustainable than a simple gelato shop)…

…So yes, if you have a great new idea you may be able to steal a march on everyone else, but most new businesses are actually repeating–but refining–old ideas. There is always room for a new café done better or a magazine that does its own thing.

A good brand is built through repetition and you have to have the confidence to keep repeating what you do best until you get the breakthrough. The other important thing is to choose steady progress over what may seem like easy wins. They are usually hollow.

…Canvass opinions, do your research, check the market, but in the end you’ll only make it if you know what your passion is for, and you stick with it.  Sometimes people won’t understand what you are trying to achieve at first.

… each person has learned to be open to the input of their team…but, in the end, they are the keeper of the flame. They are brave enough to make the big decisions.

When you feel that you’re just responding to the next urgent request all the time and need some bigger thoughts, get out of your office, turn off that phone, be distracted by something bigger than the task at hand…”