In recent months I’ve noticed an uptick in what I consider recycled advertisements – those television spots that were new within the past year or two, but disappeared for quite some time. After an absence, these ads are back. While I can understand that ad budgets have shrunk within the past year, I think companies are overlooking the message that this strategy is sending to consumers.  Read the rest of this entry

When I spoke at the PRSA-CVC Social Media Conference last fall, I told my audience, “You can’t engage in social media for the sake of doing so.”  To my audience, the majority of whom were there because they lacked experience with but felt pressured to engage in social media, this statement probably seemed bizarre.  As though I were implying that you don’t have to jump on the SM band wagon.

A few months later, I realize that my statement was a bit more accurate than I initially thought.  With SM, there is virtually nothing to be gained by going through the motions.  Having made what I am sure some will perceive as an incredulous statement, I think it is important for companies to understand the value of SM before engaging in it. Read the rest of this entry

In recent days, the poor sportsmanship of a select few Olympic athletes has garnered significant media attention. For those following the games, it has been difficult to ignore pointed accusations of misconduct directed at Apolo Anton Ohno by South Korean speed skaters. Not to mention the recent additions to Evgeni Plushenko’s website which credit him as a platinum medal winner in the 2010 games – last I checked the accolades stopped at gold.

While one can feel a twinge of compassion for those who train their entire lives for the chance to compete for a gold medal and miss the mark, it’s difficult to dig deep and root for the troublemakers, poor sports and those looking to start a fight. Read the rest of this entry

When I analyze advertisements, I give far less consideration to the product itself than I do to the lifestyle or ideal that it is selling. Take one of the recent Windex television spots, for example. Sure, the clean windows are nice, but I would venture a guess that many would rather purchase the lifestyle – children who rise out of bed when the sun shines and rocket towards the bus stop without prodding. The benefits that the creative implies one can receive from purchasing Windex are what sell in this spot.

That said, imagine my surprise when I read the recent Fast Company article, Why Brands Should Strive for Imperfection. Author Martin Lindstrom suggests that, since nothing is truly perfect, brands should stop selling perfection and sell imperfection – not manufactured imperfection, but true, everyday imperfection. Read the rest of this entry

Think back to Valentine’s Day in elementary school. Remember the valentine’s themselves, the classroom parties and, of course, the Sweethearts. The sugary little morsels that are synonymous with the impending holiday.

When I first learned that New England Confectionary Company’s Sweethearts had made their way to Twitter, I’ll admit that I was shocked. My initial thought was that the target demographic for the beloved Valentine’s Day treat wasn’t on Twitter. Not to mention the fact that it just seemed obscure that heart shaped candies had their own Twitter feed. Read the rest of this entry

Legos were a fundamental part of my childhood and I am sure many others’ as well.  That said, it shouldn’t come as any surprise that I found LegoClick intriguing.  While it is, at its core, a social network, Lego has taken great strides to integrate its effort into other SM tools.

This new community comes complete with its own hashtag (#Legoclick) and YouTube videos, encourages interaction through Flickr and showcases user photos of some impressive Lego creations.  The question is, is this enough to keep adults engaged?

I raise the question of adults, because LegoClick is intended to be a community of inventors.  Mashable reports it is a community to share visions about new products and toys.  So, are Legos destined to become the new water cooler buzz and lunch hour stress buster? Read the rest of this entry

To say the results of the new study by the Kaiser Family Foundation floored me would be an understatement. Learning that young people across the nation are spending an average of about 7.5 hours a day with entertainment media was simply jarring. As if spending more than 53 hours each week with entertainment media weren’t bad enough, the study found that these youth have mastered an art form –  ‘media multitasking.’  By using more than one entertainment medium at a time, they are able to cram 10 hours and 45 minutes worth of media content into those same 7.5 hrs.

While my own youth may have fallen well before the advent of social media, it doesn’t mean that I didn’t adapt latter in life. Read the rest of this entry

Perhaps I am an idealist.  Maybe just a traditionalist.  But I like a beauty shot to go with my quick-witted copy and eye-catching headline.  That said, imagine my surprise when I learned that Kellogg’s newest ad campaign lacked both image shots and brand logos.  That’s right – these ads don’t show the product that they are promoting or even a glimpse of its logo.

So just what is Kellogg’s doing?  They are selling emotions and the vision of lifestyle.

Selling emotions and lifestyles aren’t unfamiliar concepts Read the rest of this entry

Pepsi’s decision to not advertise during the upcoming Super Bowl may have come as a surprise to many.  Especially with the buzz these ads generate and water cooler conversations they occupy in the days following the game.

Instead of Super Bowl ads, Pepsi will be sinking its dollars into cause-based social media, investing $20 million into its Refresh Project, which helps people improve their communities through a variety of projects, funded by Pepsi, according to a report by DMNews. Read the rest of this entry

Laboring over blog posts?  Crafting career-centric tweets?  Using your Facebook for self-promotion?  Taking meetings after office hours?

If you answered yes to all of the above, congratulations – you have become your own (worst) client!

So, now that we know what we are – what does this disturbing realization mean? Read the rest of this entry