Does your business do social media – or are you a social business?
(BTW - it's not just semantics)
The distinction is VERY important. Whereas option #1 is merely something you do when you can spare a moment or maybe go out and hire a student to do, option #2 is something you must actually become - it's transformational and it's the missing piece in the social media puzzle. Finally!
We've been very busy in the social marketing space over the past couple of years and have learned a lot - not only how to manage it, but, more importantly, how to make it succeed and we're happy to share that knowledge.
So, next week we're unleashing our very own Barrett Peitsch to share how social branding could actually determine the future of your organization. As part of the Winnipeg Chamber of Commerce’s Chamber U, this October 15th lunchtime learning opportunity will take the focus beyond ‘just’ social media to the underlying consumer dynamics and resulting strategies that translate into critical competitive advantage and new opportunities.
Barrett will demonstrate what it means to be a social brand with examples from our catalogue of brand-building success. He’ll share what we've learned in a way that translates into practical advice, tips and approaches you can use to create success for your business.
Register at: http://www.winnipeg-chamber.com/wcevents/eventdetail.aspx?eventid=56800
What up, dog?
Here’s a first. At least a first for me. I did a logo for my niece’s dog — Lil’ Arnie. Born in the USA, Arnie survived death row in two different states before making his way north and finding refuge in a great home in Transcona, Canada. A branded bandana is in the works.
Not the same old, same old.
The other day, I was talking with one of my colleagues at Fusion about how much things have changed in our industry over the last decade.
We’ve read articles about serious challenges that face the advertising agency and particularly the threat of Google and technology and how clients will be able to do it all themselves, eliminating the middle man.
The word agency essentially means middle man. An ad agency was actually the middle man in the early days when agencies made all of their revenues from media commissions. Advertising agencies began as “agents” of newspaper ad space. They would buy the ads at an agency discount and sell them to the client at the rate card rate.
The US's first ad agency. (interesting story here)
The rise of digital marketing and social media was said to spell the end of the marketing middle man. Now, a company can speak directly to their market, hear what they have to say and promote themselves. They can do their own Google Pay-Per-Click or place their own Facebook ads. They can get their brand’s creative messaging done with crowd-sourcing, or “desktop publish” in-house (another harbinger to the death of the ad agency twenty years ago).
Instead, as the world of advertising changes, it has become incredibly more complex. The number of marketing channel choices has grown faster than anyone could have imagined and it continues to increase daily. Instead of simplifying marketing as was forecast, the digital age has brought waves of new data cascading down on the business. And smart strategies are only made by comprehending all of the data. Decision paralysis ensues.
Larger version here (click on it).
We used to come up with cool ideas with cool design and decide whether television, radio, print or outdoor was best. Standing out was most of the battle.
Equity research firm Pivotal Research Group mentions in a recent overview of ad agencies: "As marketers have come to face more and more choices for their marketing strategies, they increasingly rely upon external and ostensibly neutral partners—such as agencies—to both filter ideas and support the socialization of initiatives or process changes across the broader organization. This factor is the most critical one which explains why agencies face no credible threat of disintermediation from technology-driven marketing or media platforms."
Traditional advertising agencies will die if they don’t change. But I don’t see many businesses, because it is now easier for them, taking on what we do to create a strategy and sell a product. It is much more difficult than it ever was. You need experts in all of the many alternative traditional and digital channels, and experts in messaging within these channels to get heard and be considered. And you can’t crowd-source a penetrating message without a keen analysis of all of the data, without the experts on the hundreds of channel choices and without the experts who know how to work within them.
We are changing all the time. Things are happening so fast that we are doing things here at Fusion that we didn’t do last year and dropping things that we did last year. Change is a great thing. Advertising has become so much more dynamic and exciting. And it has become a true science. I love it.
What Type of a person are you?
Once every week a bunch of bright sparks at Fusion huddle together to share what inspires them.
So what inspires us? When it comes to inspiration we all get inspired by different things or at times same thing but in different ways. Our inspiration is also reflection of our subconscious and our motivation.
In our last huddle, James Diato, Red River College student who was here for work placement shared his portfolio. Most of his work was very typographical or maybe that’s what my subconscious got attracted towards the most in his portfolio. But that certainly inspired me to do a little fun exercise based on Type (Character, Font, Typeface).
People have personalities and so do Typefaces. If that’s the case, then people must have typefaces unique to their personalities. What typeface comes to your mind when you read the word “Walt Disney”? Now what typeface comes to your mind when you think of the word “Army”? No revelation there! Most of you probably already know this.
It becomes particularly interesting when you try to associate a typeface to the people you know!
So my little exercise was about that. Associating typeface with the people I work with, daily. I doodled the very first impression that came to my mind when I think of a name of a colleague. I didn’t want to over think so I gave myself 10 minutes to finish all the sketches.
I have used basic fonts and added some accents by manipulating a character along with colour to illustrate my first impression of a name. It’s interesting to see that my inspiration for different people came from a variety of things. For some the first impression was the personality, for some their style, some their role, their skill for something, for some an earring and for some it was a mix of different things they are into.
Disclaimer: This is just my personal impression and not meant to judge or offend anyone. Any resemblance to your character, clothes, colour, class, creed or cat is purely coincidental.
Have fun and take it easy!
Super Bowl Sunday
It's Super Bowl Sunday. Like so many others, we'll be watching Beyonce - oh, and the commercials that come with a price tag of $4 million for 30 seconds.
Reading about the big game, I was surprised to learn that the Super Bowl logo had only been standardized in recent years.I like to think this reveals more about my football-watching habits than my observation of brands.
It was interesting to see how the logo has changed over the years. Here are a few examples from Super Bowls past. See them all in this photo gallery at the Los Angeles Times.