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Monthly Archives: April 2012

#10: A jersey brings Guy Kawasaki

It is hard to say that we just so luck that Guy Kawasaki come to UO because of a UO hockey jersey.I think his lecture is not only full of laughing, but it also full of knowledge of life. His lecture is kind of no relationship with Ads industry, but in fact, it is relate to ads industry. For example, trust. He uses Amazon make an example that the brand trust consumers that they will return ebooks, and it builds a trust system between brands and consumers. Trust can  make a brand growing and people like it.

The most important point in his lecture, I think is “to be the baker, not be the eat” because baker is a kind of the people who will change the world and make the world better. They want to “make more pie” so everyone can eat the pie, but eater just want to eat the pie. It shows that what kind of person you want to be, a generous person who want to change the world, and let everyone have good life, or a selfish person who just want to get everything he needs.

We are the people who will making ads.In our world, we are bakers and our ads is pie. We need to send our pie to eaters and let them have good and enough pie to eat.

This is just beginning, if we want to be a good “baker,” we need learn skills that can teach us how to make good pies for people.

PS: Professor Deb. Morrison now is teaching us making pie….(I cannot believe that I am in a “baker” school), I hope in the finals, my pie will taste good.

 
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Posted by on April 26, 2012 in My thoughts

 

#9: Brand’s Innovation

No.1

WIKI gives defination of Innovation: is the creation of better or more effective products, processes, services, technologies, or ideas that are accepted by markets, governments, and society. Innovation differs from invention in that innovation refers to the use of a new idea or method, whereas invention refers more directly to the creation of the idea or method itself.

I think a brand’s innovation is more difficult because they need to do market rsearch to know whether their innovation can make more money for the company.

A successful innovation can bring profit for the company.

10 Most Admired for innovation

Innovation rank: 1
Industry rank in Computers: 1

iPod, iPhone, iMac. Apple is the “i” word in action. Led by Steve Jobs, the company has disrupted three different industries — computers (the Mac), music (the iPod) and movies (Pixar).

Innovation rank: 2
Industry rank in Apparel: 1

It all starts with the foot, such as sneakers designed to mimic the experience of running barefoot; or the incredibly cool lineup of footwear, Nike , which works with the iPod. The company puts its money where its mouth is: In 2007, it donated $9 million to create the Nike School Innovation Fund (NSIF) in Oregon public schools.

Medco Health Solutions
Innovation rank: 3
Industry rank in Health Care: Pharmacy, Other Services: 1

No more penmanship jokes please: This $44.5 billion drug management company is exploring ways to coax pharmacists to switch from handwritten to electronic prescriptions. It is also moving quickly to switch to generic drugs, and is a leader in the development of personalized medicine. The prescription seems to be working: The stock almost doubled in 2007.

Innovation rank: 4
Industry rank in Soaps and Cosmetics: 1

CEO A.G. Lafley was determined to banish the “not invented here” syndrome from this consumer products company. He has. More than half of its new products now include some form of outside participation, such as a technology, a license, or a patent.

Innovation rank: 5
Industry rank in Furniture: 1

The C2, a new desktop climate control device, warms and cools, just one more way the Wisconsin furniture maker brings modern innovation to its old-economy product base. The key to keeping its products fresh: watching how people actually live and work and establishing relationships with top designers. The company is also at the forefront of using sustainability as a way to drive innovation.

Innovation rank: 6
Industry rank in Entertainment: 1

It bought a dose of innovation with its purchase of Pixar but the studio is hitting on other cylinders, too, as CEO Bob Iger has made it his mission to lead the company into the frontiers of technology. He sees Disney as a digital entertainment powerhouse, including online games, virtualization and new uses of the Web

Innovation rank: 7
Industry rank in Household Products: 1

This relatively small company ($8.6 billion in revenues) punches above its weight, with No. 1 or No. 2 positions in most of its brands, which include Jim Beam, MasterLock, and Titleist.

Innovation rank: 8
Industry rank in Railroads: 1

Promising enough that a certain investor named Buffett bought in, this railroad operates 32,000 route miles and moves more intermodal freight (i.e., in containers) than any other company. Burlington has entered adjacent industries, such as logistics, and is creative in its operations. One example: It is reconfiguring its rates to encourage shippers to improve safety when transporting hazardous materials.

Innovation rank: 9
Industry rank in Food Services: 1

Green salads, transfat-free oil, healthy happy meals, nutrition information on the packaging: What’s going on here? Micky D’s is still the king of junk food (2007 revenues: $22.8 billion) but has diversified its menu in a way that customers seem to like. And investors are lovin’ the financial results.

Innovation rank: 10
Industry rank in Real Estate: 1

The biggest owner and operator of distribution facilities, this Denver-based company won kudos this year for its participation in the green and creative Mueller airport redevelopment project in Austin, Texas. Since 2006, all of its U.S. projects have been designed to meet or exceed the standards set by the Green Building Council.

After we see these brands’ successful innovation, we need to think why they are successful, what elements make them sucessful? Just see the chat below.

No.2

Cited: Picture No. 1 Picture No.2 10 Most admire for innovation

 
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Posted by on April 24, 2012 in Brand Thinking

 

#8:What is Branding?

This short video gives a brief view of branding, brands’ value, brands’ range and brands’ functions.

It is good to look at it before deep brand thinking.

 
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Posted by on April 22, 2012 in Brand Thinking

 

#7: Creative Billboard Ads

Picture 1

Picture 2

Picture 3

Picture 4

Picture 5

Creative ideas not only can use in television ads and magazine ads, but it also can use on billboard ads. In the past, billboard ads were just images, but now, it changes. People use simple and creative ways on billboard ads that make it can show product function and attract people’s attention. Billboard always at highway side, or some places where has many people, so many people can see it and get “the message” from ads.

“The message” is make people to know what is the product and what it functions in just seconds.

Picture 1 is a jeans ads. It not just show man or woman wear their jean, then show a slogan and the brand. It show a “jeans,” and it more creative than showing jeans.

Picture 2 is IKEA ad. It moves furniture in ad, and it is three-dimensional. It much better than plane surface ads.

Picture 3 is a post ad. The idea of the ad is clever because it puts mirror at the stamp  position. The ad is in the bus station, so people may use the mirror to check their appearance, and at the same time, they will see the ads.

Picture 4 is ad about hair. It not show different colors of hairs, instead, it use the sky as background to shows the hair color  in different time in one day.

Picture 5 is a tooth paste ad. it show  this product can make your teeth strong, and it shows the function.

3 of 5 ads I show using three-dimensional technique in billboard ads. In the future, what technique people will use for billboard ads? three-dimensional technique, or just plane surface?

Cited:

Picture 1. Picture 2. Picture 3. Picture 4.Picture 5.

 
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Posted by on April 16, 2012 in Variety of Ads

 

#6: Good brands & Bad Brands

Everyone has different opinion about good brands and bad brands, and the measure of deciding whether a brand good or bad are different.

Quality and serves are the basic element for deciding a brand good or bad, and they are also important to build trust between brands and consumers.

Consumers trust this brand’s product, and they will tell it to more people, the, the brand is growing, one the country, the bad brands will leave the market step by step.

But behind good brands, sometime there has bad things.

For example, last few month there is Foxconn and Apple scandal popular in the website. Chinese workers who work for Apple company making iphone and ipad under a bad living conditions, overtime working and get less payment. Some workers suicide in Foxconn.

After you hear that, will you still think Apple is a good brand?

There are many thing we need to think behind brands, so we can decide a brand whether good or bad.

Cited: image from: http://designbuddy.com/what-do-worlds-top-brands-logos-have-in-common

 
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Posted by on April 14, 2012 in Brand Thinking

 

#5: Why bad advertisements are bad?

This is the the bad advertisement that I find on youtube.

Let me analysis why people think this ad is bad.

1. The ad’s story is boring, and not creative:It just shows the prodcut and tells the function, then, show the effects after using this product.

2.It has some kind of exaggerate the effects of the product: the grandma comes in the house, her action and facial expression show the house smell so good that there are no more bad smell, but the actors performance not natural. It  looks so fake that her think the air in the house is so good, and it exaggerates the effects of the product indirectly. Therefore, consumers are difficult to believe the febreze can make the small so good.

I think the story for the ad making the ad boring and not attractive. Therefore, a good story is important for ads. we can more dramatic story. For example, a girl faint in a house, and  neighbour find that, so she call 911 for medical help. Then, the doctors come in the house, they ware gas maks, then, they use febreze in the house, then, the girl wake up. It shows that the bad smelling make people feel unfortable, and febreze can make the house air better. It is better than the old story.(I know may be my story even worse…)

Bad ads gives us altert  that do not make this kind of ads any more, and we need to know why bad ads are bad. Then, we can learn lessons from them, so we do not make the same mistakes when we make ads.

 
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Posted by on April 11, 2012 in Ideas about ads

 

#4: Brand Thinking

What is a brand?

According to Charlie Robertson of Red Spider, ” brands offer a promise to customers, employees, shareholders and supplies.  More important, brands are marks of reputation and engender trust. ‘These definitions about brands gives us a deep thinking about brands. I think the most interesting point is “brands are marks of reputation and engender trust.”

I think from this point I feel set up a new brand is so difficult in the market because a new brand is no reputation for the customers. Customers will  buy some famous brand products because their reputation is good. Thus, their product quality are good. I think the reputation theory make brands more and more famous, and it also risk for some new brands because they are difficult to build their reputation in the competitive market.  Therefore,  “A brand is a collection of perceptions in the consumers,” Robertson said. From this point, a brand is not a trade mark, a mission statement, a logo or slogan, and communications. Brands have reputations, just like people. We build our reputation step by step, so do brands.

Sean Adams, Cofounder, Adams Morioka, said, “A brand is not necessarily visual. It’s a promise of an experience. One of the things that we’re running into with clients now is that they want to make brand promises that they can’t keep– promises that are clearly not true “(Millman, 217). I just think if a brand cannot keep their promises what about their reputation will going on? Promise, trust and reputation are important for people, but it is also important for brands.

Cited:

1. Images: http://www.google.com/imgres?q=Brand&um=1&hl=en&client=firefox-a&sa=N&rls=org.mozilla:en-US:official&biw=1620&bih=858&tbm=isch&tbnid=7-YDDAlLTXyp3M:&imgrefurl=http://www.hypebot.com/.a/6a00d83451b36c69e2016763c38ac0970b-popup&docid=8X8dkQwn4_4CNM&imgurl=http://www.hypebot.com/.a/6a00d83451b36c69e2016763c38ac0970b-800wi&w=346&h=346&ei=CbOET6SGKKmfiQK404T2BA&zoom=1&iact=rc&dur=292&sig=108323673338975357882&page=1&tbnh=145&tbnw=145&start=0&ndsp=30&ved=1t:429,r:10,s:0,i:156&tx=56&ty=80

2. Book :Millman, Debbie , Brand Think and Other Noble Pursuits, New York: Allworth Press, 2011. Print.

 
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Posted by on April 10, 2012 in Brand Thinking