Tuesday, October 28, 2008

17 new marketing mantras

New book out from Tom Himpe, the author of "Advertising is dead: Long live advertising" called "Advertising Next".

Not read it yet, but it sets out a number of mantras for brands moving forward in terms of how they should behave.

The book supports these 17 new ways to operate with a myriad cases to make his point. I'm not so sure there is anything that new here for us planners, but in book form there may be more notice taken in a broader context. What it also shows is that these rules provide opportunities of brands big and small. That as a small organisation you can think and take on the big players. And that as big players, you're going to have to think small some of the time. The changing media landscape is going to make adopting these behaviours easier for everyone. So how many of these behaviours does your brand demonstrate?

In-Store Marketing Expo

New post on shopperculture.com about the presentations from some of our offices at the In-Store Marketing expo.

If you are there, drop by and say hello.

Tuesday, October 21, 2008

Looking forward to Bond

I've really been drawn in to the Quantum of Solace, initially through facebook. Today's movie launches are fantastic, especially around a franchise like Bond. The level of engagement you can have with the product before it is even released really draws the audience in, and creates a group of advocates who talk about it with others. From the snippets of info. available during filming, through to the communities created, the games, the background info. and the bits to personalise your phone, desktop, IM avatar and all that. Films have never been so rich, engaging and exciting.

The level of cross merchandising and promotion is of course taken to new levels with Bond. A pioneer in product placement, the use of the property that is Bond has been carefully managed and used appriopriately to manage the equity of the entire franchise. Endorsements are a good fit (like Omega watches or Aston Martin) or the character is used in a creatie way to both showcase a particular product and enhance his own persona, as in this Sony HD spot.

He comes across as he should - tough as nails - and I bet this looks amazing in HD.