What’s up for 2010!

January 18, 2010 — Donna Fullerton Cheryl Seraile

2010
We’ve had fun bringing our twist to those trends that got our juices flowing in 2009.  And now we cast our attention to 2010.  There are so many happenings that are showing up and we think they will be changing the way we all look at the world. 

In addition to updating past posts when it makes sense, here are a few themes we are following:

  1. The New Value, it’s not just about price.  It’s experiential, it involves conscious decision-making – so marketers might have new chances to make a first impression.  For established brands, could this development be a boon?
  2. Transparency.  The 2008 election highlighted how critical it was to voters to be authentic. Now we see marketers like Domino’s Pizza jumping on board, taking “truth in advertising” to a whole new level.  What else is next?
  3. Has outreach to Ethnic & Urban consumers become yesterday’s news?  The economics of advertising and promotion is giving companies pause and there have to be casualties.  How will this dollars and cents issue affect marketing decision-making?
  4. The End of Civility.  If 2009 told us anything, political correctness seems to have taken a back seat.  You remember Kanye West’s public dissing of Taylor Swift at the MTV Awards and Representative Joe Wilson calling President Obama a liar during the live broadcast of his health care speech to Congress and the American people.  How far is this going?
  5. Career Path, meet Career Streams.  Distrust of corporations has been growing for some time.  Mergers and acquisitions, unemployment, job attrition, to name a few factors, are forcing us to think of new sources of earning potential.  Could single payer income sources be a thing of the past?
  6. A New Twist on the “Water Cooler.”  With more people moving to flexible work schedules and with work teams comprising people from different locations and time zones, the pop culture discussion around the “water cooler” has practically disappeared.  What will drive the mass culture word-of-mouth when mass culture seems to have fragmented completely?

We look forward to bringing our take on these ideas and more so keep an eye out for some new views from New-Take in 2010!

Share and Enjoy:
  • Add to favorites
  • RSS
  • Facebook
  • LinkedIn
  • Twitter
  • Google Bookmarks
  • Digg
  • Technorati
  • del.icio.us
  • email
  • Print
Posted in Advertising, Authenticity, Behaviors, Demographics, Diversity, Media & Entertainment, Multicultural, Values, World of Work. Tags: , , , , , , , , . 1 Comment »

An Ode to Brand Loyalty

November 2, 2009 — Donna Fullerton

I am an MJ loyalist.  Not only do I appreciate the genius of his abilities, his music wakes up good feelings inside, compels me to move and dance and reminds me of my childhood.  Through the various twists and turns of his life, the many bizarre events that played out (and have even given me pause), I remained loyal to the MJ brand while acknowledging he was not without his foibles. I have always and continue to believe the product he offered–his music, his performances–was the real deal.  It is these deep-seeded feelings that have sustained my loyalty all these years and compelled me to see the documentary,  'Michael Jackson's This is It' Trailer
‘Michael Jackson’s This is It’ Trailer“>This is It!

I am a Compaq (now HP) loyalist.  It was the first system I used when I began the entrepreneurial phase of my career over 20 years ago. HP’s messaging taps into the spirit of creativity I experience as a freelancer. HP - Computer is PersonalWhat began as a function choice has been transformed–my HP is a tool that inspires my creativity!  I am  on my 5th HP system since 1988 and it continues to awaken the creative juices within and, HP’s recent theme/messaging, The computer is personal again! definitely speaks to me.

 

 

Finding the core experience that builds and sustains loyalty is the quest of every brand. Nothing new there! And, many brands are short-circuiting the process that it takes to create and build brand loyalty by tapping the power of association. Whether it’s Blackberry linking up with the Beatles/All You Need is Love or Visa using Rick James’ hit Super Freak, this tactic makes sense especially at this time when brand efforts need to yield immediate results.  But when everyone’s playing in the same pool, it’s bound to become noise.  What will emerge from this sea of associations?  Brands that mine those emotional places and inspire their target into action.

Share and Enjoy:
  • Add to favorites
  • RSS
  • Facebook
  • LinkedIn
  • Twitter
  • Google Bookmarks
  • Digg
  • Technorati
  • del.icio.us
  • email
  • Print
Posted in Advertising, Media & Entertainment. Tags: , , , , , . 3 Comments »

What’s in a slogan?

July 22, 2009 — Donna Fullerton

You can’t turn on television or read an article/post without seeing some reference to ‘Healthcare Reform.’  It got me thinking.  Healthcare reform is an important initiative and, like most phrases used to promote positive change, the focus is on the problem, e.g., hunger, poverty, war, etc.  I understand the thinking.  We want people’s attention on the issue at hand.  The only thing is this focus puts the attention on the negative or the problem, not the solution the organization is striving for.

When we take a look at effective advertising/brand slogans, the emphasis is on a benefit consumers want or can aspire to.  Several well-known taglines come to mind:  Nike: Just do it!, M&M:  Melt in your mouth, not in your hands,  Timex:  It take a licking and keeps on ticking, Avis: We try harder, you get the picture. 

With this in mind, I thought I’d take a crack at re-framing some not-for-profit goals.  Which is more likely to spur you into action:  End Hunger or Feed our Community?  Eliminate Poverty or Foster Self-Sufficiency? No more War or Promote Peace?  Let me know what you think.

Share and Enjoy:
  • Add to favorites
  • RSS
  • Facebook
  • LinkedIn
  • Twitter
  • Google Bookmarks
  • Digg
  • Technorati
  • del.icio.us
  • email
  • Print
Posted in Advertising, Behaviors. Tags: , , , , , , . 1 Comment »
«
»