I'm essentially a cinema geek and deconstructionist turned writer and strategist. Through this blog, Brand? I look to interrogate the world of brand communications - especially as they apply to new media - to get at how and why they draw us in. And maybe even point out ways we can take part in the commercially driven aspects of life without losing our heads.

How Space Metal laid bare the new creative marketing ecosystem.

I’m going to put my cards on the table. I love metal. Ever since I heard Black Sabbath when I was 12. Just obliterated by it. And the heavier and darker the better.

I tried to get away from it, I really did. I put away my Iron Maiden t-shirt during my first year at a New England prep school. Stopped playing air drums to The Trooper. Stopped gushing about discovering Metallica on 2 am underground radio. Ground to a halt my obsession with War Pigs. Started digging on punk rock, folk, and whatever else was palatable to my Ivy League-bound peers. Oh, the things we do for acceptance. But by the time I hit college, I could no longer deny my deep and abiding love for headbanging. I returned to the fold just in time for the creative zenith of Thrash and the rise of a million new amazing metal styles. Continue reading

Celebrity Ads Can Still Work, You Know.

Celebrity adsIn days gone by, if you were an American celebrity and you were looking for a little extra scratch – and we’re talking about a currently popular and active celebrity – you wouldn’t even think about doing TV commercials in the U.S. Chances are, you’d hedge by doing TV spots in other countries, not unlike Bill Murray’s character in Lost in Translation.

Well, those days of fear of tarnishing your brand have disappeared. Now we’ve got Ashton Kutcher selling cameras, Lance Armstrong shilling for Radio Shack, and Jennifer Hudson hawking weight loss products. No fear.

Now, it’s okay. But so what. Continue reading

Marketing Can be Good for Politics. What?

A month or so ago, Blaise Zerega, CEO of online topical video aggregator and conversation-connecter Foratv, posted comments from a recent Commonwealth Club forum made by cognitive linguist George Lakoff. The video shows Lakoff speaking at a recent Commonwealth Club forum about town halls and the health care debate as it relates to language and the human brain. For one, I want to give props to Zerega for using social media in a way that contributes to important and timely conversations (as opposed to simply shilling for his company). His post shows a good understanding of how he can highlight Foratv without resorting to all-too-common marketing desperation on the Internet. Bravo, Blaise. Continue reading

Starbucks De-Branding Strategy – Is It Really So Bad?

I just sat down in this cozy little independent coffee shop in my current city of residence (San Francisco) to write a little bit about Starbucks…and maybe a little about local versus corporate economies as well. I’ve actually been meaning to turn my attention to these guys for a while, ever since I noticed their new “fair trade” iconography gracing the bus stops of my fair city some months ago. You may have seen this, it’s large-scale representations of a very organic, very hand-knit looking light brown sack, which is, of course, how all fair trade coffee gets transported to our caffeine-starved shores. Tongue out of cheek, though, seriously, I like the campaign and the way Starbucks seems to be constantly evolving their brand. Continue reading

The Dubious Use of Social Media or Sacrificing Effectiveness for Control

Since we’ve entered the brave new world of Web 2.0 and social media technology, companies have been falling all over themselves in a race to use these tools to further their interests. It’s only natural. Blogs and social networks happen to be where their potential customers are or, at the very least, where companies perceive those customers to be. Continue reading

Cognitive Dissonance: Brand Image Vs. Brand Reality

So, picking up on my last post about Liberty Mutual and what I’ve been thinking of as their “Good Samaritan” campaign: It’s a pretty brand-invigorating set of communications, but the perennial skeptic in me has been wondering (pretty much since the branding boom of the 90s), what really is the purpose of a brand’s image, it’s promise, if the brand experience totally contradicts that promise? Continue reading