lead/marke | ralf schwartz

Engagement: How different Age Groups, Gadget Owners Use the Internet

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Die Relevanz des bodenständig Analogen für den Erfolg der Marke

Beim werbeblogger veröffentlichte ich vor einigen Tagen diesen Text:

"Viel lesen wir über Social Media, über die Wichtigkeit der richtigen Kommunikationsstrategie, das optimale Vorgehen bei PR-technischen Krisen. Lesen von den Fallstricken des Digitalen und den wertvollen Mitgliedschaften in Communities wie Facebook und Netzwerken wie Twitter.

Werbliche Kommunikation ist wichtig, unbestritten. Ein wenig, so scheint es mir, vergessen wir in diesem ganzen Spiel die Realität des Konsumenten, vergessen die Realität des Produktes, die Realität der Marke, des Handels und des Unternehmens.

Das Produkt ist der wahre Held!

Sein Nutzen und seine Relevanz für den Konsumenten entscheidet – nicht die Werbung, nicht Kommunikation oder Social Media." ...

... bitte beim werbeblogger weiterlesen ...

Der virale Faktor: Produkt. Markt. Dialog.

LSD2010 - der virale Faktor von Martin Oetting, TRND from thlang on Vimeo.
Via Martin Oetting.

Building the Nexus One: Concept & Design

via gizmodo.

Graphik: "State of the Internet 2009"

via psfk.

Creative Use of Touchscreen - When will Your Product Follow?

via designyoutrust.com

"Consumers are looking for Brands to Make a Difference" - lead/marke site online!

Findings from the Brand Keys' '2010 Customer Loyalty Engagement Index':

“Given the levels of commoditization we’ve witnessed in the past decade, it’s no surprise that consumers are looking for brands to make a difference. ...
The undeniable fact is that consumers looking for value have been forced to look beyond mere primacy of product, price and service.
With increased standardization and decreased product differentiation, a real brand can serve up the value consumers expect.”

Inhaling that I am glad the lead/marke site is online now (in English and German). It focusses on Innovation & Value Creation (while rsc.cc continues to concentrate on Talent & Change Management (English, German).

Lead/marke introduces:

- a prolog:
"We cannot solve our problems with the same thinking
we used when we created them." Albert Einstein

- a philosophy: "Changing the Game! Plug.Play.Win-Win!"
(including new perspectives & pattern: Informal Markets)

- a vision: "Creating Values for the Individual, Adding Value to the Corporation!"
- a portfolio: Business Innovation - Brand Engagement - Communication Agility
and a great 15 day process to let all this come true.

The website features slideshare presentations, YouTube and Vimeo videos and by that is a creative playground to learn more about innovation, engagement, social media, communication agility and of course the lead/marke offering itself.

Plug into it. Play with it. Enjoy!
(lead/marke, in English and German)

Super Bowl Warm Up: 38 years of Super Bowl Commercials!

"Welcome to the worlds largest archive of superbowl commercials. In some years all the regional ads are included as well, but "banned ads" that claim to have been rejected from the superbowl are not - if it aired nationally during the superbowl, it's included. We now have 38 out of the 44 super bowl years, making this the worlds largest collection of super bowl ads. You're welcome!"

by AdLand.tv.

Seems the Super Bowl's best times are over now, due to the advent of Social Media - ie. Pepsi getting out of there to spend the money online.
Let's have a look at some of its finest moments!

iPad oder die Ruhe nach dem Sturm ...

"Ist das iPad wirklich so schlecht, wie sich die Gemeinde der Apple-Jünger jetzt fühlt? Hat Apple seine Fans enttäuscht? Ist alle Hoffnung – analog zu Obama – dem schalen Geschmack des verblassenden Hypes  (“The Grand Disappointment: Apple and Obama after Hype and Hope”) gewichen?
Haben die Fans allen Glauben an Apple verloren (“I’ve lost all my faith in Apple.”, Video ‘Der Untergang’)?" ... beginnt mein neuer Post im werbeblogger.

Das iPad aber ist besser als der erste Sturm der Entrüstung vermuten läßt.
Mehr dazu nach dem Click ...

UPDATE

06. Februar

11:53 Uhr > "The Appeal to Consumer Audiences: Apple's iPad as Shift Toward Entertainment", "Why Apple Hasn't Revolutionized TV (Yet)", both by Convergence Culture Consortium.

"iPad: Overhyped Flop or a case of Great Design Thinking?", Venessa Miemis, via gyokusai.

16:50 Uhr > "iPad - Stemming the Flow of Complaints", craphammer.

07. Februar

17:32 Uhr > "Steve Jobs, Information Psychologist", the atlantic, via @mmeckel.

08. Februar

09:25 Uhr > "The iPad Revolution - What To Expect From Now On", Naked Entrepreneurs.

iPad Keynote: "Great! Ambitious! Great! Unbelievable! Huge! Beautiful! Amazing!"

"Bored of watching the full iPad keynote? No problem! The following video by Neil Curtis sums it up to convenient 180 seconds of all the important words spoken there. I assure you, that no scene is repeated and everything was said on this keynote! Oh, and please don't take it personal: it's meant to be humor!"

Via Peter Kafka.

Effective W-o-M Disrupts Schemas

"Effective word-of-mouth disrupts schemas that are tied to the core of your category and brand. We call this the foundational truth.

Disruption can never stray too far from the foundational truth or the consumer rejects it."

(from "Why Effective Word-of-Mouth Disrupts Schemas", AdAge)

Agencies: North Kingdom Showreel

Still great: North Kingdom Showreel (2009) by Artdirector Robert Lindström

Making of ...