A month ago, DKNY thought it stylish to dot Manhattan with 70 neon orange bicycles chained to street posts and anything else of permanence. The orange color was garish but drew attention to DKNY’s fall 2008 line. The bicycles also served as a guerilla marketing signal to the company’s campaign promoting two wheels as a mode of transportation and urging New Yorkers to ”Explore Your City.”
Only one problem: The bikes (unintentional, [...]
Entries Tagged as ‘Awareness’
March 4, 2008
5 Ways DKNY Can Adopt Bicycling in a Campaign
February 27, 2008
Everything Old is New Again
If you drive a Corvette and play TaylorMade Tour Preferred (TP) golf clubs you may have a deja vu moment when popping the back lid of your sports car.
It’s the brand badges. They have similarities.
Fast cars and golf clubs. What do they share in common?
Although the TaylorMade TP logo is much closer to the original [...]
February 24, 2008
Mitt, the Campaign is Over, Pull Down Your Google AdWords
Type “Barack Obama” in Google. Everything’s in order: sponsored link on top, then organic search results of his three books, news feeds, official campaign website, Wikipedia entry, official Senate website, grassroots T-Shirt sales, MySpace profile, a website on whether Obama is a ‘radical Muslim,’ CNN profile, Washington Post profile, Twitter feed, and YouTube page.
On [...]
February 22, 2008
Work is for People Who Don’t Golf
A New York Times clip today on golf is the most emailed (as of 10:30 a.m. PST). It points out the struggles of the business (in fairness, Callaway Golf had a record year in 2007).
Factors contributing to slide in number of golfers? Rounds take 4 or more hours, too few players want to pick up the game, and kids’ soccer games have become weekend priority. Here’s [...]
February 20, 2008
What Joe McNally Taught Me About Photography
Ever have one of those career moments?
You know, when you were part of something you cherish? One such time for me was working with a premier U.S. photographer: Joe McNally.
Joe didn’t teach me how to take pictures. He taught me how to treat people.
If you check Joe’s portfolio, you can see he’s a photography [...]
February 10, 2008
Sunday Sharing
Sunday Papers takes a break this week. In its place are 5 useful links for corporate marketers or business owners thinking about launching an online community, making user-interface improvements or revamping their logo.
Customer Service is the New Marketing. Summit held in San Francisco.
10 Websites That Need Improvement, Badly. A few biggies make this list.
The Evolution of Tech Companies’ Logos. [...]
February 6, 2008
Clinton’s California Rainbow Coalition
After voting Tuesday, I just couldn’t help snapping this quick cellphone picture (sorry for the composition and low resolution). Turns out, it has a few parallels to Senator Hilary Clinton’s California primary victory:
She won the Latino vote by an overwhelming margin
She won the Asian vote by a substantial amount, too
Polling signs in my San Diego neighborhood include 4 languages: English, Spanish, Tagalog [...]
February 4, 2008
Microbrand Monday: Little as a Strength
Having been with small (10 employees), medium (2,000 employees) and large (10,000 employees) companies, I’ve grown to appreciate the value of each. A big company has a much higher probability of impacting the marketplace than a small shop. A medium company as well.
But both big and medium companies had to start somewhere (small) by bootstrapping, [...]
January 30, 2008
Nail on a Platter, Not Needle in a Haystack
The topic of personal brand is fascinating. It starts with our names given at birth (no wonder some performers switch theirs). Tom Cruise? Compare to Thomas Cruise Mapother IV? Bono? He just wouldn’t be the same as Paul Hewson.
Star power and success aside, the web makes it possible for the rest of us to cultivate [...]
January 26, 2008
Brand Fakes Haven Gets Own Brand
Beijing’s infamous epicenter for counterfeit brand products has launched its own. The Silk Street Market settled lawsuits in 2006 with five major luxury brands including Louis Vuitton. During business trips to Beijing’s Chaoyang District, I remember flocks of American tourists haggling price with Chinese vendors over copies sure to go underground this summer during the Olympics.
