Category: marketing | 營銷 | 마케팅 | マーケティング

According to the AMA – Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. This has contained a wide range of content as a section over the years including

  • Super Bowl advertising
  • Spanx
  • Content marketing
  • Fake product reviews on Amazon
  • Fear of finding out
  • Genesis the Korean luxury car brand
  • Guo chao – Chinese national pride
  • Harmony Korine’s creative work for 7-Eleven
  • Advertising legend Bill Bernbach
  • Japanese consumer insights
  • Chinese New Year adverts from China, Hong Kong, Malaysia and Singapore
  • Doughnutism
  • Consumer Electronics Show (CES)
  • Influencer promotions
  • A media diary
  • Luxe streetwear
  • Consumerology by marketing behaviour expert Phil Graves
  • Payola
  • Dettol’s back to work advertising campaign
  • Eat Your Greens edited by Wiemer Snijders
  • Dove #washtocare advertising campaign
  • The fallacy of generations such as gen-z
  • Cultural marketing with Stüssy
  • How Brands Grow Part 2 by Jenni Romaniuk and Byron Sharp
  • Facebook’s misleading ad metrics
  • The role of salience in advertising
  • SAS – What is truly Scandinavian? advertising campaign
  • Brand winter
  • Treasure hunt as defined by NPD is the process of consumers bargain hunting
  • Lovemarks
  • How Louis Vuitton has re-engineered its business to handle the modern luxury consumer’s needs and tastes
  • Korean TV shopping celebrity Choi Hyun woo
  • qCPM
  • Planning and communications
  • The Jeremy Renner store
  • Cashierless stores
  • BMW NEXTGen
  • Creativity in data event that I spoke at
  • Beauty marketing trends
  • Kraft Mothers Day marketing
  • RESIST – counter disinformation tool
  • Facebook pivots to WeChat’s business model
  • Smartphone launches
  • Military civil fusion response + more

    Military civil fusion

    How Should the U.S. Respond to China’s Military Civil Fusion Strategy? | ChinaFileOver the past four years, the U.S. government has invoked military civil fusion (MCF) to justify a range of policies. For instance, MCF was among the rationales for the reform and expansion of export controls to include certain “emerging” and “foundational” technologies, as well as for the addition of companies and universities to the “Entity List” and “Unverified List” that the Department of Commerce maintains. The Trump administration partially justified attempts to ban WeChat and TikTok from the United States through initial claims about the companies’ alleged linkage to MCF. Moreover, a presidential proclamation on Chinese students and researchers studying in the United States cited students’ proximity to entities engaged in MCF as grounds for denying or revoking visas – military civil fusion is probably one of the biggest things that will affect innovation over the next couple of decades. It will shape the prioritisation of innovation topics in the west as a reaction to what happens in China.

    Luxury

    The Limits of Luxury Livestreaming | Jing Daily 

    Marketing

    Bitcoin declined substantially in value this week. The inciting incident seems to be Elon Musk waking up to the environmental impact of cryptomining. Papa Johns Pizza put out an offer in the UK which seems to bet a rise in the value of bitcoin.

    Promotional offer from Papa Johns Pizza UK

    This offer could democratise ownership of bitcoin, but it’s unlikely. Instead it feels like a PR driven story that could turn into the Hoover’s free flight debacle of 1992. It is apparently to celebrate Bitcoin pizza day.

    Media

    What the ephemerality of the Web means for your hyperlinks – Columbia Journalism Review – really interesting findings, though I am surprised that the percentage link rot is only 25% – I was expecting it to be much higher given the range of years covered. When you have 72% link rot from 1998, it gives a counterpoint to ‘on the web is forever’. My friend Ian often talks about how he can’t find a video demonstration of Orange’ home of the future from the dot com era. This data supports his empirical experience. The work that the Internet Archive do is immensely important. But it misses the interconnectivity between content; which is an important part of the medium and the context of online.

    These Ex-Journalists Are Using AI to Catch Online Defamation | WIRED – so you’ve spotted it, what next?

    Security

    The Full Story of the Stunning RSA Hack Can Finally Be Told | WIRED – interesting story that foreshadowed the SolarWinds breach a decade later

    Technology

    New 2021 Ford Focus RS hot hatch axed | CAR Magazine – interesting story. It implies that motor companies won’t be able to do niches and halo cars. This will have a knock on for suppliers, forcing consolidation. It also has implications in terms of the need for design houses and design teams, motorsport participation and brand differentiation. And the software aspects of car experience looks even worse for the consumer – ‘The uncomfortable future of in-car upgrades has begun’ | CAR Magazine

    Ford’s Ever-Smarter Robots Are Speeding Up the Assembly Line | WIRED – up to now manufacturing robots have been programmed to do a series of movements, not that dissimilar to a CNC machine. This means that they are intolerant of inconsistency. Ford, Nissan and Toyota are looking to use machine learning to handle inconsistency. The man on the line is fine if his screwdriver, is placed in roughly the same place as it was when he put it down. He or she doesn’t mind what part of a bolt they pick up in the parts bin. Yet that kind of thing requires a lot of machine learning work for robots. It will be incremental gains on tasks like this that moves automation forwards

  • Harmony Korine & things that made last week

    Film director Harmony Korine has shot a number of spots for convenience store 7-Eleven. If Korine’s name sounds familiar he is most famous for writing Kids and directing the dystopian 1997 movie Gummo – that paints an unflattering picture of midwest America. Much of the rest of his work has been making music videos and brand movies for luxury fashion houses Gucci & Dior.

    In his posts for 7-Eleven Harmony Korine riffs off the American Graffiti vibes of the convenience stores with parking around them and combined that with sub cultures on YouTube. Most notably the Japanese dancing rockabilly gangs of Yoyogi Park, Tokyo. (More Japan related content here.)

    https://youtu.be/hBCf83SA9j4

    Another video riffs on the recently raised profile of African American culture in skating rinks following the documentary United Skates.

    https://youtu.be/kEOzBqOjWGU

    If you had caught the The Lord of The Rings bug before the Peter Jackson movie adaption, you would be familiar to with two things. The first was the Ralph Bakshi animated adaptation, which unfortunately didn’t see its second part made due to faults mostly on the side of United Artists. The second would be Brian Sibley’s radio adaptation for the BBC, that still remains in publication as a CD audio book. Sibley did this fantastic interview on the the making of the radio drama and the reaction to it. Back in 1981, The Lord of The Rings adaptation had been destination radio, with listeners being sure to tune in to each episode.

    Really interesting interview with plus size influencer Saucye West. It highlights a new economy in plain sight. It is also interesting how the the body positive movement has bifurcated along racial lines, partly due to body shape. The business aspect of it is really interesting. She is an influencer and also advises brands on size 26+ products. There is the discussion about the lack of brand purpose in plus size clothings.

  • PostScript + more things

    PostScript

    Adobe is dropping PostScript Type 1 font support. Be prepared for the change – huge move, given the amount of time that PostScript had been at the centre of design and print. There must be brands out there still using Type 1 fonts for standard print design work that haven’t changed style in 30 years beyond a logo tweak. Without PostScript fonts you couldn’t have had the laser printer or modern design software tools

    Business

    Amazon Exploding Hoverboard Case Could Forever Change Company – BloombergLast month, a California appeals court ruled that Amazon can be held liable, even though the seller stored and shipped the device itself. The decision sent shockwaves through the e-commerce world. Though it will probably be appealed again, the ruling raises the possibility that Amazon might have to exert more control over the activity on its own website. “Courts are rejecting the internet exceptionalism idea when it comes to a company like Amazon,” Agnieszka McPeak, a Gonzaga University professor, told Bloomberg Law. – It could also have implications for companies like Shopify

    Sennheiser to spin out its consumer audio business | EE News Europe – AKG got sold off by the family, Sennheiser is selling off its iconic headphone business. This leaves only Beyerdynamic – Sennheiser sells auido business to hearing aid maker | EE Times Europe 

    South Korea’s Kakao to buy two U.S. storytelling apps for $950 million | Reuters

    Why SoftBank’s THG deal has more questions than answers | Financial TimesWhat exactly the Ingenuity business does is something of a riddle: chief executive Matthew Moulding described it as a “social media influencer platform” but it also handles the prosaic business of logistics and translations for third parties launching in new markets – I don’t get The Hut Group (THG), maybe they’re bad about telling their story?

    Luxury

    Why Victoria’s Secret Body Positivity Spin Won’t Work in China | Jing DailyVictoria’s Secret’s has a long history of glamorous supermodel perfection, therefore this choice is seen as inauthentic for the Chinese consumer and has left many citizens bewildered. Global brands need a localized approach in China, but one that resonates convincingly with the company – on Victoria’s Secret trying be more inclusive and body positive

    Technology

    EVs Will Drive A Lithium Supply Crunch – IEEE Spectrum – not new news, but interesting that it is being highlighted by electrical engineers now just as many electric cars are coming to market. More lithium related content here

    Web of no web

    Northrop Breaks Into DARPA’s Blackjack « Breaking Defense – Defense industry news, analysis and commentarysoftware-defined Positioning, Navigation and Timing (PNT) technology will offer military users an agile new signal from low Earth orbit (LEO) that is not dependent on existing satellite navigation systems – it could be interesting to see what new services can be built on this eventually

  • Bill Bernbach & things that made last week

    Bill Bernbach

    Advertising pioneer Bill Bernbach in conversation with Helmut Krone talk about advertising with some interesting examples of what we’d now call challenger marketing. I have been reading Bill Bernbach Said this week. Its a book of quotes from Bernbach that advertising DDB compiled over his time as a leader. The Avis ads were famous to me as they were cited by my lecturers in college.

    I want my MTV

    George Lois talks about ‘I want my MTV’ and Lee Clow talks about working on Apple‘s advertising in the 1980s in a panel at the 2013 Cannes Lions. Interesting lines about the courage to fight for your work, which is much harder to do now. I want my MTV is an example of creating demand pull from consumers through the cable TV companies.

    Steve Jobs apparently referenced Bill Bernbach in meetings with Lee Clow, which is unusual for 25 year old non-marketer, even today. From the beginning Jobs was citing the Sony brand as an influence.

    Skate birds

    RTÉ News made a short film on how Irish women are taking up skateboarding and making the sport more inclusive by nature. The skate park looks like one of the original concrete ones from the first era of skateboarding popularity during the late 1970s. Skateboarding had a small but dedicated following, probably less so than the UK.

    Storytelling in County Clare

    Great archive footage of Irish storytelling in 1979, shot in a pub in Co. Clare. Seanchaí (shan-a-key) were Irish storytellers, they entertained crowds in pubs and local households before television. With recordings devices, researchers travelled around the countryside capturing oral history, songs and stories for National Folklore Archive, now kept at University College Dublin. In the 1960s at tourism picked up in Ireland, there was increased interest in their craft.

  • JTI + more things

    JTI

    Tobacco giant JTI placing stealth adverts for its brands on Facebook and Instagram — The Bureau of Investigative Journalism – some of this stuff by JTI is pretty fiendishly clever in strategy and execution. I would have expected to be done by the likes of JTI in emerging markets and Eastern Europe rather than Germany. More related content here.

    China

    China’s soft power in Europe: falling on hard times | Merics 

    Revealed: residency loophole in Malta’s cash-for-passports scheme | Malta | The GuardianHenley’s files reveal that in the early years of the scheme, many applicants told the government upfront that they planned to develop only the most superficial links to the country, with most disclosing that they planned to spend just a few weeks in Malta during the supposed 12-month residency period

    US Sanctions Help Crack Malaysian Crime Ring — Radio Free Asia“This continues a pattern of overseas Chinese actors trying to paper over illegal criminal activities by framing their actions in terms of China’s Belt and Road Initiative (BRI), the China Dream, or other major initiatives of the CCP [Chinese Communist Party],” the government agency said, referring to China’s ambitious program of building a modern-day Silk Road through a network of infrastructure projects stretching through Southeast Asia, South Asia and elsewhere.

    Hong Kong

    Wells Fargo plans to shift Asian hub from Hong Kong to Singapore | Financial Times – The plan would involve slowly building up Singapore as Wells Fargo’s Asian hub through a mixture of new hires and redundancies in Hong Kong, according to four people with knowledge of the matter. It would still maintain a presence in the territory. One former employee said the plan was dubbed internally “project sun”.

    Luxury

    Social CRM in China: Inciting Engagement, Gaining Meaningful User Insights 

    Longchamp CEO Jean Cassegrain: “We Need To Continue To Stay Relevant.” 

    The mystery mansion near Calgary that has everyone talking – Macleans.caClass is something polite Canadians avoid discussing. We think of our country as comparatively classless, and we manage the cognitive dissonance presented by the haves and have-nots of housing by requiring our rich people to keep quiet. They should wear clothes that are well-cut and well-designed, but not flash. Buy the multi-millionaire’s car, but paint it in a sedate hue. Wealthy neighbourhoods should feature winding streets with mature trees and large lots, the better to conceal the true size of the homes built upon them

    Inside the ‘digital cleanse’ companies taking on cancel culture | Financial TimesFormer Sainsbury’s boss Justin King, one of The Marque’s clients, tells me that part of the appeal of having an SEO-optimised profile was that he was sick of people looking him up on Wikipedia and emailing him to ask if he was the guy who took away the Christmas bonus. “Forever, my Wikipedia profile will tell you that I’m Scrooge,” he says. “The idea that you could keep a single source of truth in one place – my truth about me and what I do – was very appealing.” – the idea of SEO as a ‘luxury’ good is interesting. More related content here.

    Marketing

    Facebook advertising chief worried about whether it overstated reach | Financial Times – “We are going to get really criticized for that (and justifiably so),” she said. “If we overstated how many actual real people we have in certain demos, there is no question that impacted budget allocations. We have to prepare for the worst here.” Two months ago, other documents in the case revealed that the Facebook product manager in charge of the reach metric said in an internal email that the company had made “revenue we should have never made given the fact [the metric is] based on wrong data

    Media

    Daily Mail owner sues Google over search results – BBC News 

    Security

    Facebook PR Memo: Company to Downplay ‘Scraping’ Data Leaks 

    Tools

    How to access a Mac remotely to help friends or family members | Macworld 

    MANUZOID – every manual you could imagine online