A Fragmented World

THE REAL PEPSI REFRESH: DIVING INTO CULTURAL RELEVANCE

As pepsi continue to evolve it’s brand, it has decided to launch a new campaign - but more so a community power by the new social platform Pulse. This campaign will be rooted in culture that’s relevant to their target audiences, collected within the new www.pepsi.com.

As marketers continue to fight for consumers’ mind share, we all continue to evolve and ask ourselves how we can be more culturally relevant, as this becomes one of the keys to connecting with otherwise an extremely fragmented demographic.

What I think is great about Pepsi’s new approach, is they have strategically decided to embark on a journey and take the conversation to the environment where the majority of their target audience seemingly spend their time. As we all learn very quickly: you can’t be everywhere all the time, so where ever you are, make it count.

The branded experience officially launches on May 7, 2012 with a Nicki Minaj video, so I can’t wait to see how things evolve for the brand and their new approach with generation NOW.

To read the full overview of the campaign click here:
http://www.fastcocreate.com/1680713/pepsi-launches-first-global-campaign-live-for-now-with-new-social-platform-pulse

1 year ago View high resolution

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1 year ago 1 note

BURBERRY MAKES IT RAIN IN TAIPEI

Burberry continues to forge forward with its latest launch in Taipei, which is the first in a global tour of 4 markets around the world. But what is the most impressive capability is the brand’s ability to always strategically enhance both it’s heritage and positioning within the marketplace.

All aspects of events, and brand experiences the company produces continue to reinforce the product and brand heritage - the trench, while simultaneously integrating the latest in technology, to keep their stronghold within the digital landscape.

To read about the full experience visit the following link:
http://www.fastcocreate.com/1680708/burberry-makes-it-rain-in-taipei

1 year ago View high resolution

E-COMMERCE FINALLY JOINS THE CLUB

After a long awaited time period fans of the brand Club Monaco can finally shop online. As I’m sure most people will respond with “it’s about time” - I think the more important piece to hold on to is “at least they launched it right”

Understanding the consumer today, and the new user experience that consumers are expecting is critical in making an e-commerce site successful versus not. Especially in the fashion world, where the digital experience prevents the tactile sensorial experience, it becomes even more important in how you connect with a consumer.

Using an different approach to merchandising the product, with both a lifestyle approach mixed with a standard product lay down definitely helps to build a more eclectic user journey. In addition the editorialized content that is housed in the Culture Club section also allows consumers to contextualize their purchase.

Don’t take my word for it, visit the new site here: www.clubmonaco.com

1 year ago

CRAFTSMANSHIP & BRANDING: BURBERRY TAILORING

Telling a story rooted in heritage isn’t something new to the fashion industry especially with menswear, however, being able to tell the story through a very rich brand history, definitely sets Burberry’s most recent interactive experience apart from others.

The video and interactive microsite set-up by Burberry takes consumers through the journey of how a typical british tailored suit is made, and educates the consumer on the product in way that unknowingly makes the consumer care about the details.

It’s this connection with consumers that ultimately drives not only conversion, but trust as you take the first step to building a relationship with that consumer directly. However, what is truly amazing from a branding perspective, is how Christopher Bailey always ties all products inspiration back to the brand heritage and grounds it with what Burberry is recognized for - the classic trench.

For the full experience visit: http://us.burberry.com/store/experiences/tailoring/#/index/title

(Source: burberry.com)

1 year ago 1 note

VERA WANG ON WEDDINGS - MOBILE APP

To date one of the most beautifully designed applications - but not only that, an application that serves as a tool for consumers to engage with. Vera Wang has outdone itself in the mobile space with its most recent release of the “Vera Wang on Weddings” app for both iPad and iPhone.

The application allows consumers to track one of the most special moments in a person’s life - their wedding day - through the entire planning cycle to actual day. But what takes this app to a new level is both the genuine integration from a product standpoint, and its clever use and integration of social interactions. Its a true example of how to turn a mobile platform into an engagement tool for consumers that doesn’t just provide a one-time engagement opportunity like most branded apps do.

To find out more visit http://www.verawang.com/vera-wang-on-weddings-app/
To download the app visit: http://itunes.apple.com/us/app/vera-wang-on-weddings/id498874466?ls=1&mt=8

1 year ago View high resolution

THE SUSTAINABILITY MOVEMENT, CITIES & TECHNOLOGY

This video provides a very interesting view on how society will begin to drastically shift, as more and more people begin to move to cities. One of the most interesting observations, however, is how Information & Communications Technology (ICT) is affecting this movement.

What I think the biggest opportunity as marketers is how we can incorporate this foresight and create platforms that not only anticipate this shift, but also truly engage consumers with one another, in an world where digital communications continues to drive a strong culture where human interaction is minimized.

This is definitely going to be an interesting phenomenon to watch evolve!
http://www.fastcoexist.com/1679349/watch-a-fascinating-short-film-on-how-cities-will-drive-global-change?partner=homepage_newsletter

1 year ago 1 note

TURNING REAL LIFE INTO A CLASSIC BOARDGAME!

What happens when the world becomes much more digitally-focused when it comes to entertainment, and the classic gaming industry like Parker-Brothers start to lose out?

Just combine the two and make real life into a giant game of Monopoly. Enter FourSquaropoly – leveraging the API from FourSquare, creators of FourSquaropoly – Cargo Collective – will effectively change everyone’s world into a real-life game of Monopoly.

This is an example of true brand and consumer engagement at its best. Not only is this a form of product extension, it seamlessly integrates a new technological platform that is continuously gaining momentum, with a brand that was beginning to become irrelevant, to reinvigorate its cultural relevance with consumers today.

I for one will be joining when it launches – just follow @foursquaropoly to get the latest news! To find out more visit:
http://cargocollective.com/foursquaropoly/

1 year ago 3 notes

POKING THE BOX - IN OTHER WORDS STARTING & SHIPPING IDEAS

Just finished reading Seth Godin’s latest edition to his suite of marketing books. But what’s specifically great about the latest read and so relevant for our society today, is the fact that so many companies have fallen into a rut, and unable to innovate or initiate great ideas, because we have so effectively trained people even within organizations to fall in line. Speaking out and challenging the status quo is often met with being reprimanded and fitting in and producing faster and more efficiently are the key benchmarks.

So how do we break free from this vicious cycle? According to Godin, it lies within the concept of Poking the Box - constantly challenging people to start things, reinvent the wheel, and not be afraid to fail, if the idea isn’t a success.

It’s a great read - and to find out more about the premise of the book, pick up a copy, it’s only $8.00 for a brand new copy on Amazon! Get your copy here:
http://www.amazon.com/Poke-Box-Seth-Godin/dp/1936719002

2 years ago 8 notes View high resolution

A Fragmented World

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