How do you trust?
I watched a very interesting short video that was sent to me by our digital media strategist, Misha. It makes you think about the future of trust in brands.
The concept of the story is that trust, so important to buying, is not as believable coming from brands as it once was. Sanjay Nazerali, CSO of Carat Global, says that the way trust is earned has changed among consumers.
He suggests that a hundred years ago, trust came from beliefs based on faith and the stories that we found in books. Then consumerism in the likes of Coca Cola and other age-old brands took the stories successfully into advertising and television, and built trust there. Now, he says, we no longer trust the stories put out by brands and look to our social networks for what we need to hear or see to trust in a brand.
An example he uses is one we all can all relate to – you see a great ad for crisp new sheets plus a better experience at a hotel but find on Trip Advisor that 200 people just like me say the experience was not so great. Peer-to-peer experiences and social media are becoming the avenue to trust by consumers.
The video starts with the idea that “ad-blocking” technologies mean something is wrong, that we’re not doing it right.
Check the 5+ minute clip here.
18+ minute version with Robert De Nero here.
The Winnipeg Renaissance: How effective social media is driving culture & business
The Exchange District; just of the many hubs of social activity that's shaping Winnipeg's culture.
If 'man is the measure of all things', then 'the people are the measure of all things in Winnipeg', and the Peg is beaming with great people doing incredible things.
It's no secret that Winnipeg has turned a corner from down-and-out fly-over city, to must-experience, culture-hub on many travellers wish lists. Part reinvention and part rebirth, the Keystone province's capital city has most certainly renewed the creative spirits of Peggers, old and new. With boutiques, coffee shops, cocktail bars, arts, music, festivals and much more, the Peg has been stepping up its game in a big way.
However, this post isn't a love-in for all the hipsters to tweet about, haters to hate about, or scenesters to... scene about. Instead, it's an observation on the tools, technologies, and methodologies which have helped spark this Renaissance. Just as the invention of movable type began spreading ideas during the second half of the 15th century (and well beyond), a new form of communication has helped spread the word of local arts, music, cuisine, entertainment, fashion and more in today's day and age. And just as Gutenberg's printing press brought technology which had a profound impact on all areas of life for centuries to follow, so to have new technologies had a major impact on modern life. Digital marketing, specifically social media, has democratized the ability for Winnipeg's independent business community to reach large groups of people with more connectedness than ever before.
But having a soap-box isn't enough. Just because you have a mega-phone doesn't necessarily mean people will listen to what you have to say. The smart local entrepreneurs, the ones who are doing social right (see Albert St. Cocktail, King+Bannatyne, Bronuts, to name a few) are following best practices; consistent tone-of-voice and visual-style, mixed with user-generated content, customer-engagement and tasteful promotion. While start-ups may yet to have budgets that support mixing traditional media with their digital efforts, they can look to other local brands such as St. Vital Centre for inspiration through their effective use of outdoor, radio, and print advertising in cross-promoting their marketing strategy.
When integrated correctly, digital and traditional marketing can be cost-effective, interactive, and memorable in a way that doesn't focus on interrupting people, but rather on engaging with them. As a full-service ad agency with nearly three decades of experience, Fusion has seen the arrival and passing of many trends (can you xerox that for me?), technologies (remember pagers?), and fads (QR codes, just don't.) - and through it all we have helped our clients be successful by approaching each business challenge with sound strategy, smart tactics, and compelling creative.
Stop and Smell the Sawdust
Four easy steps to designing and building your own social media site.
If you’re a creative professional and you ever find that the ephemeral advertising/marketing/graphic design world that the fruits of your labour live and (usually pretty quickly) die in is needing a little out-of-office boost this project might be right up your alley.
Step 1: rescue castoff old headboard from your father’s woodpile
Step 2: deconstruct (discovering six beautiful oak boards and maple bedposts under the awful, thick, poop-brown stain – notice that the backs of the oak boards, unfinished, and with pronounced saw marks, are actually way nicer than the “finished” side – then while looking at your pile of wood start to imagine
Step 3: recruit a cardboard box to help hold up your deconstructed pieces and using the pictures in your head start moving the wood around (having a few clamps to hold stuff together will be an asset)
Step 4: add poplar accents in tribute to the woodpile, tweak idea, cut wood to finished sizes, assemble, paint and stain.
You’ll find that limited tools and even less experience in woodworking needn’t hold you back. Lessons learned from your career – about things like contrast, scale and proportion – will prove to be beneficial. And in the end, you’ll have a mobile social media device that could even outlive Instagram, Twitter, Facebook et al. If used correctly it will be a site where you can combine pretty much all social media – keep in touch with your freinds – talk about the news – share your likes – network – and you’ll even straighten your neck, smell smells and touch something other than a flat piece of glass – with no limits on words or characters or data.
Taking time to stop and smell the roses did me a world of good.
(I acknowledge the irony in the fact that I’ve had to resort to using social media to make a cheeky statement about social media.) (What effect will using the word poop in this story have on our search engine optimization?)
Yes, I’m a hater.
As most Canadians already know, Winnipeg was in the nation’s spotlight last week as we played host to the 103rd Grey Cup game. At his state-of-the-union address in the days leading up to the big game commissioner Jeffrey Orridge unveiled a new logo and promotional video branded with the slogan “What we’re made of” for the Canadian Football League.
The image on the left is the new CFL logo, accompanied in the row by its direct descendants. The three laces in the new symbol, the unveil told, are a nod to the three downs in the Canadian game. Will anyone seeing it for the first time without explanation pick that out? I doubt it. And didn’t graphic designers already exhaust the slivered arc in logos much earlier this century? The presence of the maple leaf, the unveil also told, is proudly Canadian, though I find it disproportionately tiny and insignificant. The claim was that the new logo is modern and young (of which I am neither) so they may not care what I think. But I am a passionate fan and know that my first reaction is similar to most of the reactions I’ve heard and read – I don’t like it. In fact, my first reaction was “I hate it.”
In fairness to the league, the new logo was easy to read from a distance on the field. And though the promo spot didn’t do much for me when I first saw it on my iPad I thought it, and the logo, looked great in high def on a large flatscreen during the game.
The league hopes the brand transformation will bring new, younger fans to a game that has flatlined in attendance and dropped in television ratings of late. The new marketing efforts will include apparel from adidas (I saw a guy wearing a hat with the new logo so large I’d need a five head, not a forehead, to make it wearable), and there will be revamped websites and mobile apps for the league and its teams to better connect with fans. As a sports fan in general, and huge fan of our three down football, real-time statistical updates and league information at my fingertips is something I desire. I’ve always felt in past that the CFL was lacking in fulfilling that desire.
The league’s new website (cfl.ca) launches on Wednesday. “There will be more to come. Much more to come,” is what Orridge said at the unveil.
I’m hoping he can deliver on that promise and I’m sure I’ll eventually warm up to the new brand. I really hate being a hater.
How a Toothpaste Commercial Brought Us Max
In honour of #NationalDogDay, here’s the story of how Max came to be part of my family:
6 months after I started working at Fusion, converted by the cuteness of a long-haired chihuahua named Coco, I knew I wanted a dog. I just had to convince Kent. Once he was on board (it didn’t take much), talk quickly shifted to what breed we wanted.
Honestly, I don’t remember all of our criteria, but I distinctly recall both of us at some point mentioning the “cute dog in the toothpaste commercial.” I’ve tried to find this commercial several times over the years, with no luck. The whole commercial was red and white and filmed like a musical, with the running theme of choosing the whitest item in the bunch. (It must have been for some new whitening toothpaste). At one point, a group of dogs is shown, and when one is plucked from the group, it’s the fuzziest super white dog. We both thought it was the cutest dog we’d ever seen, and liked the fact that it wasn’t a common breed. We literally googled “white dog from toothpaste commercial” and eventually figured out it was an American Eskimo. More googling revealed that there was an American Eskimo breeder in Manitoba, and within 2 months, we brought Max home.
Max, the day we brought him home from the breeder
To this day, we can never remember what toothpaste brand it was (Colgate? Crest?), but we will always remember the face of those smiling dogs. So, lesson learned marketing peeps, if it’s brand recall you’re going after, don’t feature cute dogs your ad!