October 10, 2008
October 09, 2008
"Food for thought"
"People who despise consumerism and advertising are usually just as guilty (possibly far more so) of seeking status through Veblen effects. The Guardian-reader who shops organically and holidays in Macchu Picchu is far more guilty of displaying rarity-snobbery than a Sun reader who goes to Burger King and Benidorm."You got to love Rory Sutherland!
Great thesis. The only problem is that when the majority of the brands act as social levelers you will end up creating an anonymous and homogenized class of consumers.
That's why you have people trading up more often (the majority of the masses saving 3 month salary to buy a shirt from Prada) rather than trading down (the affluents eating McDonald's and flying EasyJet, for example).
October 08, 2008
"Think. Again."
\\\\\\\\\\\\\\\\\ The Atlantic Monthly //////////////////
"The Atlantic was born out of questioning. To not question the world around you is to choose to live in the dark. That's why we turned these Atlantic questions in neon questions, we took their questions out of the magazine into the street and this is how people responded."
-- José Ricardo Cabaço, Euro RSCG North American CCO
[Via: Creativity Online]
October 02, 2008
"Food for thought"
"Campbell's Soup has introduced chicken noodle soup with "25% less sodium." What does that say about Campbell's regular chicken noodle soup? That it has too much sodium? Then there's Campbell's Healthy Request line of soups. What does that say about Campbell's regular soups? That they're unhealthy? Then there's Campbell's Chunky soups. What does that say about Campbell's regular soups? That they're thin and watery?" -- Al Ries in Ad Age
Compre o que é nosso
Johnny Rotten dos Sex Pistols gosta de manteiga caseira "made in UK" barrada na sua torrada diária.
Cliente: Country Life
Agência: Grey, London
October 01, 2008
September 23, 2008
"Tocas outra vez?"
Cadbury - Drumming Gorilla from Stepa Mitaki on Vimeo.
De acordo com o site Brand Republic e citando um estudo da TNS, o chocolate Dairy Milk da Cadbury's está a perder quota de mercado para a rival Galaxy.
Depois do estrondoso sucesso da campanha do "Gorila" do Juan Cabral (Fallon London), volta à baila o velho debate sobre se a publicidade serve para entreter apenas e gerar notoriedade per se ou se serve para criar propensão ao consumo (como se a última não fosse consequência da anterior).
Obviamente a publicidade é uma apenas um dos "P's". Obviamente a publicidade continua a ser o elo mais fraco quando os departamentos de marketing não acertam no resto.
September 18, 2008
September 10, 2008
September 05, 2008
"Shoe Circus"
Mr. Seinfeld e Mr. Gates no novo anúncio da Microsoft. Criatividade dos Senhores da Crispin Porter + Bogusky.
September 04, 2008
"Liga-te ao mundo"
O Alvim quer ligar-se ao mundo.
[Este é um exercício interessante que recentemente voltou a ser adoptado pelas agências - «e se as pessoas fossem privadas do seu Whooper, telemóvel, computador, iPod, etc.?»]
Eco-fadiga?
I'm sick of everyone from Al Gore to the guy who mows my grass telling me to "go green." I'm tired of sifting through the "eco-safe" claims of products as diverse as cleansers, cars and cookies: recycled, recyclable, reusable, organic, all-natural, environmentally friendly, environmentally preferable, environmentally safe, biodegradable, compostable, ozone-friendly, zero-carbon, carbon-neutral … the list is limited only by the imaginations of the marketing geniuses who developed it.
[Fonte: "I'm So Tired of Being Green"]
September 03, 2008
Boots 17 Cosmetics
17 Cosmetics Tips and Hints – The Natural Look
E se a cadeia Boots criasse uma comunidade online para falar com as jovens adolescentes sobre moda, tendências, beleza e criação de novos produtos?
E se a cadeia Boots criasse uma comunidade online para falar com as jovens adolescentes sobre moda, tendências, beleza e criação de novos produtos?
September 02, 2008
"What if?"
E se os modelos esbeltos da Harvey Nichols fossem "bonecos normais" tipo Wallace & Gromit?
[Agência: DDB London , Via: Brainstorm 9]
September 01, 2008
A lógica da inovação
"Every generation innovates around a need that's relevant for the time. When my parents were growing up, there was a vitamin D deficiency, so somebody came up with fortified milk. It always starts with entrepreneurs and then becomes part of big companies. Nestlé started because its founder was a pediatrician whose wife had trouble breast-feeding, so now we have milk formula."-- J. Darius Bikoff, Founder Glacéau Vitaminwater
August 31, 2008
"That's hot"
"Paris's brand is about being hot and man and sex and fashion and fun. She is a beautiful girl with a rockin' body, and that never hurts."
- Howard Bragman, Hollywood publicist in Financial Times
Moral: Uma marca deve ser focada e não se meter em extensões que pouco ou nada têm a ver com o seu ADN (tipo política, não é menina Paris Hilton?).
August 29, 2008
August 26, 2008
O Flickr do Pinguim
Para quem adora os livros e o grafismo da Penguin Books
(como eu), vale a pena espreitar aqui.
(Se bem que o "álbum de capas" poderia estar bem mais completo.)
August 24, 2008
"Food for thought"
"If 2006 was about user-generated content and 2007 about social media, then 2008 is about the conversation."-- Paul Kemp-Robertson, editor Contagious
August 21, 2008
Falsos ambientalistas
Não têm um híbrido, um daqueles carros amigos do ambiente?
Não faz mal cola-se um autocolante.
August 20, 2008
Biblioteca
Para quem trabalha detergentes ou sabão e afins, aconselho vivamento a leitura do capítulo "Soap-powders and Detergents" do livro Mythologies do Sr. Roland Barthes. Interessante e divertido no mínimo!
Gigantes do ofício
"If you're trying to persuade people into do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think."
- David Ogilvy
August 18, 2008
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