Living on Brand Street

A five-year-old's impressions of brandmarks

So spot on, almost makes me want to have a sharp kid like this. (Almost.)

The Dark Side of User Generated Content

My submission to SXSW 2011 is the side of UGC the marketing world doesn't much like to talk about. When passionate people use their talents to trash a brand reputation, rather than polish it for free. I got a great reaction at the SCAMP conference showing some of the wittier work, probably because advanced brand parody and brand protest stuff has gotten super creative. That's why I think it will be a welcome addition to the SXSW lineup and hope you do too.

My own career has been centered on using my creative skill on behalf of brands. But from my progressive personal side, I have also used my skills to make a statement.

This video from back in spring 2006 is a classic example of UGC gone rogue. Chevy claimed they expected anti-SUV videos, but I am sure the guardians of the brand reputation on the PR side were none too happy. For me, it is a reminder that it takes real passion to be creative. People who create content for a brand will be lovers. Or haters. So I say, Let the Brands Beware. The user is not your monkey.

Advertising as a Service, from Stove Top

I am totally loving this spot-on simple concept. Kraft’s Stove Top Stuffing brand is heating 10 bus shelters in Chicago to literally warm up consumers this December.

This is such an on-brand idea it is almost amazing it hasn’t been done before. As the NY Times quotes, “Stove Top as a brand has a great equity in the area of warmth,” said Ellen Thompson, brand manager…”

What a great way to prove your brand values, rather than just promise them. (And get some nice bonus PR well beyond the marketing blogs.) Cold commuters will be both surprised and delighted. Credits and kudos to Kraft, JCDecaux, and Draft FCB.

Seeing this really reminded me of how powerful a brand message can be when it is of tangible benefit to the user and not merely a passive advert. I was reminded of an old boss, G.M. O'Connell founder of Modem Media, who’s oft quoted goal was to do "advertising so good that people will embrace it as a service.” (Check the date on that link btw.) As old as that idea is, I think it couldn’t be more relevant in today’s (chilly) climate.

Lobbying in print to influence the First Puppy-Elect

Loving this ad. Also loving that the credit is to the PR firm as well as the ad agency. Spotting an opportunity for your brand in the topical news agenda is classic PR smarts. Yay for pet shelters. I'm voting for a greyhound rescue btw.
credit: Advertising Agency: Weber Shandwick Chicago & TBWA\Chiat\Day, Los Angeles, USA

@Barbara_Boxer - thanks for the follow

Delighted to see my own Senator Boxer on Twitter. Appreciate the transparency as well. Hummm, maybe it is just me, but do the women in politics (Jeanne, Debra) understand social media is more than just another RSS feed...

Reputation v Image

I was delighted to read that R/GA ("The Agency for the Digital Age") is launching a brand design division, first because I am just a slobbering fan of Bob Greenberg, but mostly because I have seen first hand how the first place consumers look for many brands is indeed online. So it makes total sense for clients to trust their brand building to digital experts.

But as Google is the undisputed king of this Digital Age, Bob and team may want to have a think about what the consumer really sees first. Not the gorgeous site or flash tool his agency has built. But search result listings that include news stores, blog mentions, user generated images and videos. This is where brand perception is being built today. This is why no matter how fabulously creative, insightful and award-winning a brand image might be, the truth of a brand's reputation is out there. Bad consumer reviews, negative news stories, customer service scandals don't get prettier with good design. And Google never forgets. So smart companies must manage their brand reputation, not just their brand image. Marketing-wise, maybe digital PR is really king of this Digital Age..? What do you think?