by Devorah Abrams Farmer | May 9, 2013 | Advertising, Branding, Business Success, Creative, Design, Latest, Social Media
Before social media came into existence, many of the things said on today’s blogs, Tweets, and other various social media venues, were said by word of mouth. Messages can become viral by word of mouth up to a point, but how accurate are these messages? Do you remember playing the game “Telephone”, where the message ended up totally different than the original statement? Then again how accurate is what is placed on the Internet?
An excellent example how Tweeter has affected people two years ago is the Arab Spring. The 140 character texts chimed out to thousands and thousands of people during that time. How many people it affected was totally amazing. Lest we forget Facebook was widely used during this time as well. Both of these social media sites also helped people worldwide have a distinct indicator of what was going on in the region.
This effect that social media had on multiple nations and its people, was noticed by businesses. It actually propelled the area of business into a new age. The age where there are immediate photos, voice bits, videos, and phone calls, which now have become the norm. We now have a worldwide society that addresses all markets, and the numerous people who are in them in real -time.
A recent example of social media affecting people and bringing their world to you in real-time, is the Boston Bombing. People Tweeted pictures, video, and sound bites to television media, in a matter of moments, maybe even nano-seconds. The FBI, Homeland Security, and the Boston Police had instant fodder to work with in trying to get the culprits. One man in Waterdown, Massachusetts took pictures and video on his balcony of the firefight that was going on in front of his apartment. He then flew into his bedroom for cover, but lifted his smartphone up to his window and continued to take pictures. These were later used for network and cable television news as well as information for the law enforcement people.
How has social media infected the Internet and the stock market? One incident that occurred recently was a hoax done in poor taste. It was claimed on Tweeter that President Obama was bombed in the Whitehouse. The stock market got hold of this information and for an hour the stock market numbers plummeted. The perpetrator was found and dealt with swiftly. Luckily, the stock market bounced back within an hour. It was an hour of hell for investors with mega-bucks to lose.
How does one prevent being infected like this again? Can a society who yearns for real-time information wait for social media to do some fact checking? Tweeter suspended this infectious account and provided information to the police, but serious damage had already been done. Billions of dollars had been traded for significant losses. Perhaps news like this if not caught in a short time frame does not only infect businesses in North America, but relationships abroad as well. After all in the Arab Spring social media not only brought protestors out into the streets, it toppled governments.
One thing is for sure is this shows people are more engaged than ever before on social media. How does one affect a new market area without accidently infecting social media with superfluous and potentially noxious information?
by Devorah Abrams Farmer | May 7, 2013 | Advertising, Branding, Latest
Product Brands have found a comfortable and extremely profitable niche in product placement in film.
As early as 1927 there was product placement in film, it was Hersey’s Chocolate. Since that time product placements in film have increased dramatically. In 1995 with the film GoldenEye $100 million dollars was invested in product placement. With the advertising of the BMW Z3 and other products the film grossed $300 Million dollars. Obviously there was a huge profit margin.
Steven Spielberg resurrected product placement to an all time high. Who can forget that E.T Extraterrestrial was lured out with a trail of Reese’s Pieces? The run on Reese’s Pieces after this film skyrocketed. It must have really irked M&M because Spielberg asked them if they would like to place their product in the film first, but declined. Rumour has it, it was due to the fact that M&M thought being in a children’s Sci-Fi film would not benefit them. It’s more than likely they have been kicking themselves ever since.
If a consumer uses their PVR to fast-forward an advertisement on TV and the brand is still noticeable, imagine the impact of having a brand name product placed in a high-grossing film. (See: Advertisers: Start your Social Media Engines).
Interestingly enough Ford took Apple’s place as the #1 brand in the top films of 2012.
Brand advertising of products in films also has been seen in fast-food restaurants such as McDonald’s and Burger King. Every parent who has ever bought a Happy-Meal at McDonald’s remembers Beauty & the Beast toys that came out with the Disney film.
Now we are seeing a great deal of money placed on product placement prior to the actual film. Recently Acer computers had an advertisement on TV that showed the computer with the special effects backdrop of the new Star Trek film, due to be release in a couple of weeks.
When it comes to product placement in film, it is usually done 10 days prior to a film being released. The stock values of that company’s product show an increase at that time, and during the time the film is running. However, after the film has finished its run, the stock tends to normalize.
The James Bond film Skyfall had no less than 28 apparent product placements, including the famous Aston Martin, that helped the film gross $88 million dollars. There is even placement of brands in animation films. Hotel Transylvania had Doritos, which is apparently for the young children’s marketing niche.
How does one get a brand product placed in a film? Are there people at a film company whose only job is to seek out products that are appropriate for a particular film? Do the companies with their brand name products go knocking on Hollywood’s door? I imagine it is a little bit, or rather a lot of both of these types of vying going on. What if you have a relatively new product, whose door do you knock on? What is you favourite film with a distinct product placement? For information on brands listed in films go to www.brandchannel.com.
by Devorah Abrams Farmer | May 1, 2013 | Advertising, Branding, Creative, Design, Latest, Social Media
Will your logos die a slow painful death, or will it stay vibrant and alive for a long time?
The old adage if your product is in demand, your logos could be timeless, proves to be true with such brands like Windsor Salt or Maple Leaf Foods. Products that are fortunate enough to get near what those products have achieved is the goal of every advertisers and no doubt their dream.
If your product has a simple recognizable logo such as Apple with a bite taken out of it, is recognizable anywhere in the world. It is not a complex, unobtainable symbol. It even provokes thought as to what the bite out of the Apple means. One meaning could be the bite Eve took out of the apple in the Garden of Eden, and gave it to Adam.
One of the most widely held interpretations says that the logo memorializes Alan Turing, the mathematician and scientist who laid the foundations for computer science with his pioneering research into artificial intelligence and unlocking German codes during the World War II. Turing committed suicide in 1954 by biting an apple laced with cyanide.1
Internet-Geeks and other Apple users like this interpretation. And yes, this simple logo is so thought provoking that the rumors to its meaning is debated to this day. There is no doubt this is part of the appeal of Apple’s logo.
Apple didn’t always have this logo Apple has changed the logo in color, theme and texture over the years. It has used the logo with a rainbow theme, an aqua theme and, since 2003, with a glass theme.2 It has adapted and has changed with the times.
When it comes to political candidates logos go a long way. A candidate cannot be in many places at once, but his logo can be everywhere. The logo even has to be simple enough to fit on a button. Having simple and bold ideas, and the adage that “less is more”, advertisers can make strong and empowering messages.
In order to proceed with determining what your logo will be you must research to see if a logo already exists; does it mean something strange or offensive in any other language; will consumers and companies be able to find you on the Internet.
Lindsay Sleightholm of 3H Communications Inc., of Oakville, Ontario says “when developing a logo, type-faces, graphics, colour, size, balance, print or digital applications, and mobile items are all important considerations. Another issue to consider is whether or not your logo will survive going from colour, to black and white. With a logo, you have to have a succinct visual, in order to communicate the brand essence. Your logo has to be easily recognizable, and stand apart within its market segment.” Logos, branding, and advertising methods have to change with the times as well; even from day to day in order to stay competitive.
