Last Thursday I was invited to Neutron's Brand Workshop. This session "Radical Differentiation" consisted in a (powerpoint) presentation of Marty Neumeier's brilliant book "ZAG" and a number of exercises in which different concept was applied to "troubled" brands (Home Depot, CNN, Delta and Radioshack).
My favorite exercise was the orbituary writing:
"The shack has closed. Radioshack was not about selling electronics but about educating people on integrating technology in their lives. Empowering creativity through educational programs, promoting efficiency and sustainability with refurbishing solutions, they raised the quality of life for all. Leveling the technology learning curve their legacy has revolutionized the way we live together. For all that we say Thank you and may they rest in peace."
Being radically different is essential in standing out (duh). If you can't say "I am the only _____ that _____" move elsewhere, reposition, watch the others, and when they Zig, you should Zag. Being radically different however is not easy. The best radical differentiation is not the one we fabricate for ourselves, but the one that comes from our roots, the one we were born with.
March 18, 2008
March 17, 2008
corporate lobbying + online technology + consumer participation= Proposition 3-17 and 272,000 signatures
Guiness, the Irish Brewer, has done a remarkable job on their microsite (www.proposition317.com), that includes a mission statement, a historical overview, and videos of supporters and their reasons to join this cause.
Although some might think this proposition is not very serious, the PR reach that this campaign is having IS.
Guiness, the Irish Brewer, has done a remarkable job on their microsite (www.proposition317.com), that includes a mission statement, a historical overview, and videos of supporters and their reasons to join this cause.
Although some might think this proposition is not very serious, the PR reach that this campaign is having IS.
March 11, 2008
"check out this news alert"
A few weeks ago I received this news alert in my e-mail.
The video that appeared to be a newscast from a Miami News Station claimed that a serial killer had strike again and had left a message written in BLOOD for it's next victim, me! This prank, from the TV series "Dexter", also allowed a personalized message that would appear written in sharpie in a piece of "evidence". Of course, this freaked me out... And of course I had to send it to a couple friends. Isn't new media unexpected and hilarious??
The video that appeared to be a newscast from a Miami News Station claimed that a serial killer had strike again and had left a message written in BLOOD for it's next victim, me! This prank, from the TV series "Dexter", also allowed a personalized message that would appear written in sharpie in a piece of "evidence". Of course, this freaked me out... And of course I had to send it to a couple friends. Isn't new media unexpected and hilarious??
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