Categories
思想 | ideas | 생각 铭记 | branding | 브랜드 마케팅

We think about digital, but forget about physical context, artifacts and rituals

Reading Time: 2 minutes

I met up with Marc Sparrow and we talked about many things. The one that stuck out in my mind the most was that we were two tablet computer owners, but we both insisted on reading the Sunday newspaper in a dead tree format.

Marc went on to tell me that he saw from his friend’s Facebook updates that they were passing this habit on to their children too. The Sunday Times was no longer about news and analysis but a marker for Sunday like the traditional roast dinner or church service and a way of unwinding before the week ahead.
Patek Philippe advert
When one looks at Patek Philippe’s adverts the thing that stands out is the strapline:

You never actually own a Patek Philippe.
You merely look after it for the next generation.

Whilst being a clever bit of marketing, I think that it says a lot about some brands and contexts. Whilst brands like Louis Vuitton and Gucci have blurred the line between fashion and luxury; the great Swiss watch brands like Rolex rely on old-fashioned word-of-mouth. Omega is part of my evoked set (despite my not liking a lot of their watch designs or the way way they have fashionised the brand) because of my parents. I got my first Rolex because I had a bad experience diving with a Seiko watch and my dive buddies explained why they thought Rolex was best.

This didn’t happen in Facebook but in Snowdonia, in the dead of winter in front of a man-made lake that had killed a number of scuba divers. Within half an hour of my having made a forced ascent as my dive watch had popped off my wrist and sailed to the bottom.

As an industry we often forget about physical context, artifacts and rituals. Ironically it is about going back to marketing 101 and the year 1960. E. Jerome McCarthy came up with what was then the four Ps, to which were added another three over time. Since then marketers have thought about looking at these from a consumer point of view and you had other models like the four Cs, but for the sake of simplicity I will list out the 7 Ps:

  • Product
  • Price
  • Place
  • Promotion
  • Physical Evidence
  • People
  • Process

I would argue that physical evidence is more than the salesroom experience and people are the customer base as well as the sales and supply chain. Think about how on the road arrogance affected the perception of certain car marques in the UK:

  • Mondeo Man
  • The Volvo Driver
  • White-Van Man

All of these stereotypes have had a grain of truth to them and affected the way we think about the brands. Look at the way Burberry and Stone Island got affected by their football casual customer base.

As clever marketers we can also create rituals:

  • Mother’s Day
  • Take a break, have a Kit-Kat
  • Royal British Legion poppy campaign
  • Guinness co-opting St Patrick’s Day

 

Categories
初 | hygiene | 기본

Five for Friday | 五日(星期五)

Reading Time: < 1 minute

Things that have made my day this week:

This week I have been listening to a vintage set from Cassius, DJ Falcon and Thomas Bangalter which featured an early version of Contact off the forthcoming Random Access Memories album.

This track has been well over a decade in the making. Contact kicks in around 2:21.

Google Now was a bit underwhelming. The weather function didn’t work at all and the stream was like a minimalist version of Google News on the web. If this is the future of information, it needs a bit more work.

Vodafone UK customer services sorted out the answer phone PIN in double quick time.

Chris Reed put a smile on my face with Partridge Get’s Lucky.

The U.S. National Archives collection of Documerica photos that were originally taken on behalf of the Environmental Protection Agency from 1971 – 1977. There is such a great selection of images here released under a creative commons license and I love using them in slideware.
Residents Take Part in Organized Daily Exercises in One of the Public Pools at Century Village Retirement Community.

Categories
初 | hygiene | 기본

Links of the day | 在网上找到

Reading Time: 2 minutes

Softbank posts 50% operating profit margins in its mobile business

Chart of the Day: European Unemployment Hits New Record – which will take longer to turn around than the economic numbers

BlackBerry’s CEO is correct: There’s no future in tablets – I think that this is a cross form factor phenomena of commidisation driven by the Android operating system

Chinese manufacturers are beset by a global slowdown and rising wages – gradual change in the structure of the Chinese economy

Oslo Copes With Shortage of Garbage It Turns Into Energy – NYTimes.com

Placing the displaced: Lessons from researching the Irish community in London // Articles // breac // University of Notre Dame

Career mistresses, and the truth about women holding up half the sky in China – Campaign Asia – great article about consumer attitudes of Chinese women. Family cramps aspirations, financial gain is a key driver

Free Speech on the Internet: Silicon Valley is Making the Rules | New Republic

Yahoo Announces New Ad Formats: Mobile-Friendly Native Ads And A Big ‘Billboard’ On Its Front Page | TechCrunch

Proposal seeks to fine tech companies for noncompliance with wiretap orders – The Washington Post

Microsoft IllumiRoom is a coffee table projector designed for the next-generation Xbox | The Verge

Apple to release OS X 10.9 with new power-user features, more from iOS later this year | 9to5Mac

Jony Ive paints a fresh, yet familiar, look for iOS 7 | 9to5Mac – a move away from web 2.0 reflection metaphors. More here The Flattening of Design – NYTimes.com

Can BlueFocus/Huntsworth Deal Transform Western-Centric PR World? – expect this to happen more often

SoLoMo: Kotak Bank Celebrates Foursquare Day in 200 Banking Branches | VisibleBanking.com

Twitter Users Mark ‘Ed Balls Day’ Anniversary | Orange UK

Tory ministers in disarray over response to Ukip ‘clowns’ | The Guardian

Rethink listing rules after ENRC: top investor – Telegraph

London property being snapped up as quickly as before 2007 crisis – Reuters

Bank lending to bounce back as bad debts fall – The Independent

BBC News – MPs question government’s infrastructure spending plans

Auction System Helps Place Digital Outdoor Ads – WSJ.com

Why your personality will be scored in the next 5 years | VentureBeat

Junk foods avoid ad ban by targeting children online | The Guardian – not terribly surprising

A rate cut won’t help Europe because investors still lack confidence in European banks