Ged Carroll

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

  • Shut down digital marketing + more

    Mark Ritson: It’s time to shut down digital marketing teams for good | Marketing Week – return to media neutral and evidence based marketing? It also reminded me of a debate that I had back in 2008 with James Warren about when were we likely to see the end of the digital strategist. It hasn’t happened yet, because there are plenty of businesses selling ‘digital transformation’. Basically the old enterprise IT sales process in a new design thinking bottle. I suspect that the time to shut down digital marketing teams might be a while away yet, though I agree with Ritson’s sentiment.

    Carmakers quitting Britain won’t blame Brexit – it’s not in their interest | The Guardian – classic reputation management; I don’t blame the Japanese for taking this approach. I imagine that Mini, Bentley and Rolls Royce might take this approach too, if the brands survive electrification. Aston Martin and Jaguar Land Rover may go further showcasing India or China as a premium vehicle powerhouse.

    Europe lagging on 5G? Don’t be so sure, says Ericsson | total telecom – Ericsson believe that the move to speed up 5G rollout in Europe will come from Industrial, rather than consumer focused use cases. European government’s and operators are looking to fast track their 5G rollout programmes, dispelling the myth that Europe will be ‘late to the 5G party’, according to an industry expert

    WSJ City | Key investors unhappy with SoftBank Tech-Investment Fund – not terribly surprised

    Gender and box office performance: Applied Economics Letters: Vol 26, No 9 – having a male star in a film generated a premium in the neighbourhood of 12%, while female star had no statistical impact on a movie’s performance – is this down to the way that they are marketed or the way that male stars are perceived versus female stars? I also tend to follow directors because of the sense of style that they bring to a story. Their name is a mark of quality

  • Legend of Old McLanden & things from last week

    BMW’s X7 advert about the Legend of Old McLanden has been cited as a piece of feminist advertising. I won’t spoil it for you watch the clip and you’ll see why.

    I think that its part of something different which has been less heralded: a return to craft in advertising. We’re starting to see a refocusing of marketing. Away from the shiny toys of ad tech and influencer networks back to advertising craft.

    The Legend of Old McLanden would fit comfortably with the golden age of TV adverts and I think that’s a good thing for brand building. Especially when we usually only see this kind of thing during the Super Bowl.

    I am a big fan of Visual Politik’s videos, but was unimpressed by this video on crypto currency. I get the attractiveness of a more decentralised internet, BUT I don’t buy into the cryptocurrency hype and believe that blockchain is at best a solution for niche problems.

    The video reminds me a lot about the techno-utopian opinions of the early web, P2P technologies etc. It has value, but it isn’t likely to be transformative in the way its implied.

    SK-II has a new instalment in its #changedestiny themed campaigns called ‘Meet Me Halfway’. This time they focused on the pressure that single Chinese women face during family gatherings for lunar new year.

    It follows on the SK-II marriage market makeover campaign done in 2016. More beauty related content here.

    Whilst many consumer brands have dashed into the influencer marketing space, it interesting that adidas have developed a contra-influencer content. It does

    Diesel’s ‘Be A Follower’ campaign took a similar line to this latest Adidas campaign.

  • Aeron chair + more things

    Why the Aeron Is Still the Most Coveted Seat in the Office | WIRED – love my Aeron chair. The Herman Miller Aeron was an icon during the dot com era. When Enron and at lot of internet startups went bust thousands came on the secondhand market. I picked up my own Aeron on the tail end of the dot com bust from a German reseller. More design related content here

    China’s social credit system shows its teeth, banning millions from taking flights, trains | South China Morning Post – Over 3.59 million Chinese enterprises were added to the official creditworthiness blacklist last year, banning them from a series of activities, including bidding on projects, accessing security markets, taking part in land auctions, issuing corporate bonds, according to the 2018 annual report released by the National Public Credit Information Centre.

    Return of the audio format wars and other money-making scams • The Register – I’d also put it down to dissatisfaction with Spotify et al

    Salesforce’s Marc Benioff speaks about sexual harassment and equal pay – Business Insider – this isn’t about being good but being smart – the value in the business would walk out the door otherwise

    China’s most popular app is a propaganda tool teaching Xi Jinping Thought | South China Morning Post – I wonder if it has been optimised for learning the content?

    AAAS: Machine learning ‘causing science crisis’ – BBC News – high propensity of bullshit results

    Spintronics by ‘straintronics’ | Electroniq – possibility of new hybrid ferro-magnetic semiconductor composite devices

    Amazon HQ2: Leaving New York proves all of Amazon’s critics right – Recode – interesting analysis of Amazon going beyond HQ2. Big tech can now expect a can of whoop-ass to come its way as the Amazon New York debacle showed its vulnerability. When Amazon threw in the towel on the New York City HQ2, it showed the rest of the world how to beat Silicon Valley (AMZN)

    Inside China’s crackdown on young Marxists | Financial Times – Interesting article that posits China’s governmental changes are due to potential societal disruption due to very high Gini score. The Gini score is a measure of inequality. With rising inequality goes potential questions around the Communist Party’s exclusive legitimacy. The 1989 protests where workers joined students came out of inflation, growing inequality, corruption and inflation. This year marks sensitive anniversaries – 30 years since 1989 and 100 years since the founding of the republic.

    China is worried that left leaning student activists will further inflame this. An academic research paper by Yuyu Chen et al at Peking University indicates social mobility fell in the post-Mao era of economic reforms to pre-civil war levels, as measured by the dependence of children’s educational attainment on their fathers’. The money quote: “China is now sufficiently capitalist to make Marxist categories perfectly suited to social analysis,” from Rebecca Karl, professor of Chinese history at New York University. – (paywall)

  • Pioneer Axe + more things

    Pioneer Axe was an old-time US manufacturing company. The company used skilled labour and machine tools to manufacture axes. The Pioneer Axe plant didn’t seem to have been invested in during the 20th century and globalisation was starting to make itself felt in light industrial areas. This documentary film about their manufacturing process was made just prior to the the business closing. I’m a sucker for these kind of films that show case processes. There is something poetic about them. The processes have likely evolved from an initial plan over time organically to enhance productivity.

    This is one of a series of ads done for RACV Pet Insurance in Australia. It’s the kind of work you’d be proud of doing. I love some of the customised rigs that the disabled dogs have been given to enable to keep being good dogs.

    Naomi Wu demonstrates a bin that heat seals its bags. At first I thought it was frivolous; but then thinking about the kind of summer we had last year I can understand the appeal to reduce smells and the opportunities for insects to take up home in your bin content. The bin is positioned as a smart device; but it isn’t really.

    Water Margin Podcast: Outlaws of the Marsh – my favourite general interest podcast to fill the gap after Cocaine and Rhinestones. It is a podcast that explains in relatable terms the Chinese classic. This makes a lot of sense as the number of characters starts to expand a lot.

    I ended up working out of Somerset House for some of this week and shot this Thameside time lapse video. It is amazing how much river traffic there is on the Thames in central London. Despite the congestion charge and outrageous parking charges, the car is still very popular. More London related content here.

  • Brexit approaches + more things

    Sky, Unilever and McDonald’s slash UK ad spend as Brexit approaches | The Drum – not terribly surprising. I would expect other changes as Brexit approaches. Changes in warehousing or even moving teams offshore. From a marketing perspective there is a compelling argument for a counter-cyclical strategy, which is how Proctor and Gamble built their brand in the US during the great depression via sponsored radio plays and serials which gave us the ‘soap opera’. The theory would go something like this. As Brexit approaches, media spend declines. Which means for flat or increasing spend your share of voice increases. Market share growth is directly related to share of voice.

    China’s lunar new year spending growth slowest since 2005 | Financial Times – That was an increase of 8.5 per cent from last year, a sharp drop from 2018’s year-on-year growth of 10.2 per cent and the slowest rate of growth since such data were first tracked, in 2005. – interesting numbers. China is seeing weakening capital investment due to recent interest rises, paired with declining consumer sentiment and consumer spending growth. It impacts global economic indicators and also the Communist Party of China plan for a ‘dual circulation’ economy. (paywall) More related posts here.

    Opinion | China’s Online Censorship Stifles Trade, Too – The New York Times – I only agree to a point on this, China’s services, in particular Baidu who went to head-to-head with Google won out in China. This was as much down to Google’s lack of preparedness to invest in search indexing that would grow at the same rate as the Chinese net. Censorship then provided them an excuse to get out of China. Amazon China is still way behind JD.com and Alibaba and its market share has been going down for years. That doesn’t mean that these services shouldn’t be blocked in international expansion as part of the trade dispute, but also don’t discount US hubris so lightly