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Showing posts from June, 2009

Lion hunting.

The team at Barrie D'Rozario Murphy is thrilled to be one of only two U.S. agencies to win a Gold Lion award for film at last week's International Advertising Festival in Cannes. BD'M was hired by the Chambers Hotel in Minneapolis to draw more guests into its bar, linger a bit longer, and, of course, run up higher tabs to boost the luxury hotel's revenue. The result was a faux surveillance video that led guests to believe they were privy to live security shots around the hotel. We included shots of actual guestroom interiors interspersed with a variety of staged scenes - a nun praying to a man in a chicken costume, an alien in the hallway to a blow-up doll on a bed. The video, designed to complement the Chambers' collection of original contemporary art, helped deliver a double-digit increase in traffic to the bar. It's an exciting example of the role and effectiveness of nontraditional media in solving business challenges. To watch a excerpt, visit bdm .ne

A battle of business models.

A BD’M client noted recently that they were engaged in a battle of business models. This is a clarifying thought – a competition between the fundamental strategy employed by each competitor for creating and delivering customer value. This point of view implies that each company competes through a single, overarching business model. But can a company compete by spreading its bets across multiple business models? This was on my mind when I read an article in yesterday’s New York Times about how Amazon will employ three different business models to sell books. As we all know, Amazon’s core business is selling pulp books direct to consumers. And, with Kindle, Amazon is now in the business of selling digital downloads of e-books. But Amazon has decided to also sell its e-books on competitive services, such as iTunes, for the same $9.99 price it charges Kindle owners. Jeff Bezos and company have created three different models, a move primarily designed to follow the customer and preempt

How to reposition a brand.

Sun Chips is a case study in the making of what can happen when a marketer thinks outside the box, or in this case, the bag. Sun Chips have long been positioned as a slightly healthier alternative, with less salt, fat and other naughty stuff. Most every snack brand tries to make this same claim. So how do you stand out? By deciding to ignore the conventions of typical snack food marketing. Their new marketing campaign is smart and tightly aligned: They've taken their name and created a logical brand association: sun --> solar --> green --> healthier planet. They are forging this brand association through actions, not just words. (Solar powered manufacturing plant, biodegradable packaging) They are using unique media properties to reinforce the brand idea. They are tapping the power of PR and crowd-sourcing to seek and fund other ideas for a healthier planet. They are aligning the company's philanthropic investments behind this idea. (Donating

The lesson of BMW Films

An article on questions why our industry hasn’t built on the success of BMW Films and the potential of branded content. I used to ask this same question until I realized it is the wrong question. BMW Films made its online debut in 2001 with short films produced exclusively for the web by marquee talent, including directors John Woo, Ang Lee, Guy Ritchie, Tony Scott among others, and starring actors such as Clive Owen, Madonna, Mickey Rourke, Forest Whitaker and Don Cheadle. The Hire consisted of eight action-packed episodes featuring Clive Owen putting the ultimate driving machines through the paces. The Hire was ahead of its time. Broadband penetration in the United States in 2001 was less than 20%. (Remember the tedium of viewing rich content on dial up?) The films couldn’t capitalize on social media because Mark Zuckerberg, Tom Anderson and Steve Chen (founders Facebook, MySpace and YouTube, respectively) may still have been in high school at that point. Y

Project Natal

I've seen the future. It's spelled N-A-T-A-L. The new human interface for Xbox is mind-bending. No controllers whatsoever. You are the controller. It reads body movements. It makes Wii look old fashioned. I'm not a gamer. I'm more fascinated about the implications this technology can have on product design -- e.g., computers, home entertainment, retail. It seems the technology we witnessed in Minority Report wasn't so far in the future after all.

we > me

My previous post on popularity discussed the influence that crowds can have on consumer decision making and behavior. This post highlights how a company can use crowd-sourcing to improve its own decision making and behavior. Few companies have the courage to fully expose themselves to the power (and potential pitfalls) of social media like the folks at Best Buy (disclaimer: a BD'M client). Best Buy's CMO is a prolific tweeter ( @bestbuycmo ), using microblogging as an external internal communications channel to reach the 20-something year old Blue Shirts working in the stores who are unlikely to read email from HQ. Barry Judge uses this channel to invite suggestions and feedback beyond the protective bubble that normally surrounds senior executives. The Best Buy Idea Xchange opens up Best Buy's innovation process to its best customers to suggest ways to improve the retailer's merchandising selection and business practices. I like the honesty and commitment express