What is good branding, really?

Brand strength cube

The brand strength cube

As usual I was checking up on the latest news from Seth this week. At the same time a video made it’s way into my life stream. It might be against better judgement to post that video here but hey, you really really need to see it. I do not care that the reach and exposure increases.

This video from IT-consultancy Enabling is exactly what Seth Godin refers to as short term capitalism. In the short term this kind of chauvinistic, exposure increasing, potentially viral video might give them some benefits. But as Seth says, in the long run, this video will stay with them and only the management team can tell us if this is the legacy that they want to leave to the world. A company that diminishes women to dancing eye-candy in skin tight teddy underwear and that screams more three letter acronyms than what could fit in this classic MP3 about the consulting company that used to be another consulting company.

From a branding perspective this company has completely bought into the old but incorrect notion that all attention is good attention. That might have been true in the fast moving consumer good market of before but in our current connected and interactive world, this does no longer hold true. Especially not for companies that actually claim to sell complex value add IT consulting services. Today, any branding activities must be measured against the brand strenght box at the very top of this post. This company has certainly succeeded in two dimensions, reach and differentiation. About 13k views on Youtube is actually quite good for a small consultancy and they are certainly different from any other IT-consultancy. The question is whether the difference is something that is good for business because in the third dimension, relevancy, they have completely missed the target in my honest opinion.

Beware the first time that they meet a female IT-manager that don’t buy into BLING.

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Internet killed the music blockbuster?

Not really. As we all know, the revenue model turned away from abundant and easy to copy recordings and focused instead on the exclusive experience of live performance. Result: out of the top-30 grossing concert tours of all time, only 6 was before Napster. And while the industry may have grown a long tail in the process, it still looks rather big-headed…

http://en.wikipedia.org/wiki/List_of_highest-grossing_concert_tours

 

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No Homo -> Homo!

While gathering inspiration for a more ambitious piece on what companies can learn from the Hip Hop culture when it comes to innovation and brand building (collabos, proteges, beefs, remixes etc… stay put!), I just want to throw an example of how this (in most aspects) extremely dynamic movement is easing up on one its less progressive issues: homophobia.

Swedish pop culture journalist Fredrik Strage wrote a brilliant article in 2009 about ”No Homo” – at the time a trendy phrase to insert in rap lyrics that could in some way be mistaken to indicate the rapper being gay (to clearly manifest that he’s NOT…). The thesis was that hip hop used to be so straight-up macho that no such ”clarifications” were needed, but that flirts with adjacent and more androgynous genres like pop and electro had infused hip hop with neon colors, earings, autotune and other not-so-macho attributes. Also, the hottest stars (Wayne, Kanye, Drake) were all of a sudden as much ballad singers as rappers. Super confusing for fans of course – was everyone turning… God forbid, No Homo! This 2009 shot of NY rapper Cam’ron (”pioneer” of the No Homo concept according to Strage) might work as an illustration..

Now to the point. The logic continuance of the trend from macho to confusion is of course for hip hop to ”come out”. First was Nicki Minaj who came out openly as bisexual in 2010. The outing clearly gave Nicki’s career a boost by adding more edge to her already non-conformative image. However, she stated repeatedly in interviews that it was ”harder to imagine an openly gay male rapper being embraced”.

But now that’s sort of what’s happening. For his recent major-label debut, mixtape / underground star Lil B chose to name his album, quite bluntly, ”I’m Gay”. Leeks of the album’s title stirred up an enormous discussion in hip hop media – progressive rappers have almost competed in praising it as a milestone, while others apparently want to see him dead. Indisputable though, GAY gave a huge boost to Lil B’s hype and almost made him a household name before his first album was even released.

Interesting thing though: Lil B is not gay. He’s declared so himself in a number of interviews and on-stage performances the last couple of weeks. Also, the album does not even talk much about sexuality, gay nor straight. I’m Gay is just a provocative title, nothing else. So, the simple conclusion: in only two years GAY in hip hop has evolved from big no-no (or maybe denial..) into a selling point worth faking. In hip hop’s endeavor to win over everything from Emo to Ibiza, embracing GAY is necessary to break out of its traditional boundary. Or should I say closet

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Ronnestam och Adlén live – i ett dygn

Johan Ronnestam och Göran Adlén skall prata den nya tidens kommunikation i 24 timmar i sträck. Det är lite galet men fantastiskt roligt. Givetvis kan ni titta på det här om ni inte går till deras egen sida.

Så här skriver de själva om initiativet.

24 Hours Live. Exactly what it sounds like. Göran Adlén and Johan Ronnestam, two of Swedens most prominent speakers on future trends and communication have decided to chat away about trends, communication, design, technology, the environment, the world and much more for 24 hours without any sleep or pause. NO SLEEP – NO PAUSE!

And it gets better – Robin Danehav, one of Swedens most hired thincasters (thats another word for using the Internet to broadcast video online) will make sure you can follow the event where ever you are in the entire world.

The event will be broadcasted live as well as performed on stage at Clarion Sign Hotel in Stockholm, Sweden. Mark the 6th and 7th of May 2011 in your calendars. Ah, almost forgot. If you’re on Twitter. Use the #24live if you wanna tag along.

Watch live streaming video from 24hrs at livestream.com

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The networked society – Ericssons syn på världen

Igår på MWC i Barcelona bjöd Ericsson på en del av den världen de ser framför sig, ”The networked society”. Frågan som Ericsson ställer och försöker att besvara är

”Vad händer när allt som kan ha nytta av att vara uppkopplat är uppkopplat och mobilt?”

Den här frågan är inte så enkel att svara på som man kanske tror. Forskning från Ericssons researchavdelning visar att vi som människor ser mobilt som en förlängning av den värld som var uppkopplad med sladdar, dvs. vi begränsar vår perception till stationära datorer och laptops när vi funderar över vilka typer av tillämpningar man kan tänka sig. Vi har helt enkelt inte som människor förmågan att abstrahera vad det innebär när en tvättmaskin är uppkopplad. Eller din väckarklocka. Eller en hiss.

Bara som ett exempel, vad skulle en uppkopplad tvättmaskin kunna göra? Att vara uppkopplad är att samma sak som att ha tillgång till information och data. Väldigt mycket data. Vilken data skulle kunna vara relevant för en tvättmaskin? För att svara på den frågan måste vi tänka som en tvättmaskin vilket kan vara lite lurigt med tanke på att vi som människor varken har trumma eller fack för sköljmedel att bry oss om. Men låt oss säga att tvättmaskinen har full tillgång till elpriserna på Nordpol. Då skulle tvättmaskinen kunna starta när elpriset är som lägst på natten men samtidigt ha koll på att den skall sluta tvätta innan klockan ringer på morgonen så vi hinner hänga tvätten innan vi får till jobbet eftersom den givetvis är kopplad till din väckarklocka. Samma väckarklocka är givetvis också kopplad till trafikdata och räknar ut att du måste gå upp 30 minuter före din vanliga tid eftersom det är kö på Essingeleden. Det här leder till att tvättmaskinen måste starta en halvtimme tidigare än vad som vore optimalt. Hur vet din väckarklocka hur lång tid det tar för dig att åka till jobbet? Din bil är givetvis uppkopplad och räknar ut standardtider för hur lång din pendling till jobbet är.

Vad det här egentligen innebär är att alla prylar helt plötsligt inte bara gör ett jobb i sig självt utan de surfar snarare runt på ett hav av data där varje pryl själv kan avgöra vad som är relevant för att optimera det jobb de skall utföra för att förenkla ditt liv. I den här världen exploderar datamängderna som kommer att skickas i de mobila nätverken och därför är Ericsson givetvis extremt intresserade av att förstå vad som händer när saker blir uppkopplade.

Igår körde Ericsson ett seminarium runt den här frågan och jag ger er helt enkelt min egen lofiversion av inledningsanförandet.

För en mer polerad version, titta på Ericssons sida.

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