Great new Nissan spot – Nissan Rogue
Fantastic idea and execution!
Bunnies in New York. The new Sony Bravia ad
Somehow Sony has managed to create a buzz around their ads that gets people curious and waiting to see the ad. The new ad will launch October 5th, but you can already see a „making of“ teaser on YouTube. The team of 40 animators animated 189 small bunnies and one 30 ft giant rabbit – it must have taken a long time to create this:
[Update: it is now live.]
Learning Marketing from Apple.
Apple’s handling of the iPhone price issue raises many questions about what Apple can get away with unscathed.
A recent PcWorld article is asking whether Apple is the new Microsoft. Will Apple be the new bully on the IT playground?
Don’t look now, but the role of the industry’s biggest bully is increasingly played by Apple, not Microsoft. Here’s a look at how Apple has shoved Microsoft aside as the company with the worst reputation as a monopolist, copycat and a bully.
Here is the best statement:
iTunes for Windows‘ popularity isn’t driven by software product quality. ITunes is the slowest, clunkiest, most nonintuitive application on my system. But I need it because I love my iPods.
That is sooo true!
Of course Apple is far away from being a monopoly, unlike Microsoft is or at least was. But the monopolistic behaviour is similar.
Amazing, but considering the fact that the Apple brand is almost religiously embraced by its fans to an extent that could make the catholic church jealous, we can clearly see what makes Apple so successful:
Fantastic marketing.
While Microsoft always focused on either purchasing small(er) software shops to extend their portfolio or to dictate terms on their partners, Apple focused on marketing. Hey, it also worked for Nike in their battle against Adidas.
It all comes down to a simple rule: People don’t purchase products. People buy ideas, dreams or beliefs. And Apple sells exactly this. Apparently, they were rareley the first to launch certain types of products
Off the Record, a German advertising blog, pointed me to a site called MarketingApple by Steve Chazin, uncovering the secrets to Apple-style-marketing.
There you can find a PDF with „the five secrets of Apple Marketing„:
1. Don’t sell products. People buy what other people have.
2. Never be first to Market. Make something good greater.
3. Empower early adopters. Help your customer help you.
4. Make your message memorable. Boil the story down to its syrupy goodness.
5. Go one step futher. Surprise and delight your customers.
So there will be two good reasons for continuing to watch Apple: the fascinating products and how the fascination is nurtured by Apple Marketing.
New Opportunities in Hamburg!
Some might have already seen the signs/messages on facebook and twitter. I am moving. Both job and city, which is really exciting for me!
I have been given a good offer in my hometown Hamburg, so I finally, finally get to move back to Hamburg!
I will let you know more of the details later. But for now, pls excuse the fact that I might put up posts a little more irregularly in the next 2 weeks, since I am very much busy packing boxes…
The three spheres of web strategy
Jeremiah Owyang posted an interesting thought-model of three essential elements of web strategy.
The three spheres, which are influencing each other, intersecting and overlaying are Business, Community and Technology:
The business sphere requires a strategist to understand the long term objective of a website and it’s goals.
The Community: The Web Strategist must understand (by using a variety of techniques and tactics) what users want. This is commonly known as User Experience Research which will create and craft a ‘mental model’.
Lastly, a Web Strategist needs to know how each and every tool and technology work, they’ll need to know the strengths, benefits, limitations and costs. This also applies to human capital, and timelines.
His viewpoint is that of a web strategist working within a company, being, for example, in charge of the corporate website. But it can also translate to digital planners in agencies, who need a similar profile.
Wo ich sonst so bin...