2.05.2009
2.04.2009
Through the Looking Glass pt. 3
The time has finally come. The chapter we have all been waiting for; or at least I have been waiting for. I would first like to discuss what I have seen as three different eras in advertising.
1. The Product Era: Back in the fifties, all you needed was the "better mousetrap" and money to promote it. Advertising focused on product features and customer benefits. This was when the idea of a "unique selling proposition" came to be. By the late 1950's technology began to take off. Competition became fierce and when you came out with the "better mousetrap," two more just like it quickly followed. Advertising was no so honest. Many times you could hear a product manager saying "Wouldn't you know it. Last year we had nothing to say, so we put 'new and improved' on the package. This year the research people came up with a real improvement, and we don't know what to say."
2. The Image Era: Successful companies found that a reputation or image was more important than selling a product than product benefits. David Ogilvy was the architect of the image era. He saw every advertisement as a long-term investment for a brand. But as the me-too products killed the product era, me-too companies killed the image era. Every company tried to establish a reputation for itself; the noise level became so high that many companies didn't succeed.
3. The Positioning Era: Now companies are trying to establish a position in the consumers mind not only about the strengths and weaknesses about the company but also its competitors. The idea is to become the first brand a consumer thinks about when purchasing a product. Remember, IBM did not invent the computer, Sperry-Rand did, but IBM was the first to establish a computer position in the mind's of consumers.
I like the idea that companies are not always selling a product or service, but are selling a lifestyle. This began during the image era and continues today. Apple represents a certain lifestyle. So does Coca Cola. Coke is about family; its nostalgic. Pepsi sells a different type of lifestyle; for Pepsi it is about youthfulness.
1. The Product Era: Back in the fifties, all you needed was the "better mousetrap" and money to promote it. Advertising focused on product features and customer benefits. This was when the idea of a "unique selling proposition" came to be. By the late 1950's technology began to take off. Competition became fierce and when you came out with the "better mousetrap," two more just like it quickly followed. Advertising was no so honest. Many times you could hear a product manager saying "Wouldn't you know it. Last year we had nothing to say, so we put 'new and improved' on the package. This year the research people came up with a real improvement, and we don't know what to say."
2. The Image Era: Successful companies found that a reputation or image was more important than selling a product than product benefits. David Ogilvy was the architect of the image era. He saw every advertisement as a long-term investment for a brand. But as the me-too products killed the product era, me-too companies killed the image era. Every company tried to establish a reputation for itself; the noise level became so high that many companies didn't succeed.
3. The Positioning Era: Now companies are trying to establish a position in the consumers mind not only about the strengths and weaknesses about the company but also its competitors. The idea is to become the first brand a consumer thinks about when purchasing a product. Remember, IBM did not invent the computer, Sperry-Rand did, but IBM was the first to establish a computer position in the mind's of consumers.
I like the idea that companies are not always selling a product or service, but are selling a lifestyle. This began during the image era and continues today. Apple represents a certain lifestyle. So does Coca Cola. Coke is about family; its nostalgic. Pepsi sells a different type of lifestyle; for Pepsi it is about youthfulness.
1.29.2009
Visual Remix Sneak Peak
I threw this together in a few minutes to get my first idea down on paper. What is it? What does it have to do with Apple Computers? Well...I will tell you that the tree is linked to Sir Issac Newton. Now tell me what you think.
New Website
I have just launched a new blog entitled Think Different. The Advertising Blog. While this is not quite the same as publishing in a journal or book, it is my best opportunity to get my ideas out in a public forum. If you are interested in advertising or just visual communication, please check out my blog.
1.28.2009
Is mass media still King?
Mass media has always had a special place in my heart, and why shouldn't it. Of course I stand to make my livelihood on mass media, but it goes beyond that. I remain fascinated by mass media and how it continues to shape our culture and more importantly, our interpretations. But, I do not believe that "mass media" exists today, at least the books definition of mass media. The book implies that by definition, mass media broadcasts a singular message to the "masses." It implies there are no target markets; mass media is more like a shotgun blasts than a sniper shot. I simple do not believe this to be the case. Television now has cable networks. The masses have more than 4 channels to tune in to, in fact, they can watch networks dedicated to food, golf, tennis, home decor, etc. The same can be said about magazines, radio (esp. satellite radio), and the internet. The media today must target a fragmented audience to be persuasive.
I would also argue that the mass media brings publics together, not fragment them and tear them apart much as the book suggests. Mass media once operated under a one-way broadcast system, but has turned into more of a public forum. While the internet is the most visible medium of public forum, the evidence can be found across all mediums. The 2008 Presidential Election is a great example of the media bringing publics together. While some may argue that the candidates where responsible for bringing the country together, let us not forget that the media made Barack Obama what he is to the population. Also, we have seen many features such as CNN's iReport that has allowed the public to remain part of the conversation and not just a recipient of the message.
The book's mention of the 1997 death of Princess Diana really struck a cord with me personally. I was 11 years old when Princess Diana died tragically, and although I was very young and unfamiliar with Princess Di at the time, I can still remember all the events surrounding her death. We had just gotten a puppy, Brandy, and I had gotten up around 4 or 5 am to check on her. I found my mom downstairs watching television crying while she was watching the news coverage of the accident. While I had never heard my mom even mention Princess Diana once in my life, she seemed very upset by the event. She never could give me a straight reason why she was so upset, but now I understand better. The media was on this story so quickly, everyone that was watching really felt like part of what was happening. The images they broadcast really had staying power with those tuned in, and showed us all how fragile life really could be. The media really was responsible for creating a sense of community at the local, national, and global level.
A little research.
It would help me out tremendously if everyone took just a minute to answer the following questions:
When you think of Coca Cola what comes to mind?
When you think of Apple Computers what comes to mind?
I am attempting to get a grasp on what theses brands mean to different people for my digital remix and video. Thanks to everyone in advance.
1.19.2009
Visual Project
I have been tossing around some ideas for my visual project and keep coming back to one particular theme: Brands. While I am not sure exactly I would like to do with "brands" but I was thinking of taking a few of the most recognized brands in the world and giving them a makeover. More specifically, I would like to rebrand these companies/products. This will be a difficult task, but one that would prove beneficial to my creative thought process as a future advertisers. I would like to tackle these brands:
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