Viral and experiential is usually a waste of time.
I believe it usually is. You know why?
Agencies come up with such brilliant ideas - amazing ones - that have absolutely nothing to do with the product they have been charged with trying to help sell. Ask most consumers about a famous viral campaign - such as subservient chicken - then ask "what brand is this for?" Prepare to see a confused look and scratching of head.
I believe many brands are so desperate to "catch up," trying to be "innovative," or trying to be "cool," they forget the fundamentals - such as 1.) making a great product 2.) strengthening their visual communications. They throw good money after bad in a desperate attempt to gain marketshare - and agencies makes a lot of money selling them shit they really don't need (yay) like an iPhone application, or a flash-on-steroids "experiential" website.
This also pertains to television spots that have absolutely nothing to do with the product. For instance, the new Blackberry campaign "All you Need is Love." Lovely spots, really, but why do we need love? For a blackberry? To learn to dance in the London subway? This is not even a good borrowed interest spot like the U2 piece. These will not make Blackberry cool. Ever. Blackberry should use this money for innovative product design and branding. Then hire MAMUS to make a great spot. And great ads. Anyway, using U2 in a spot will not make it cooler than an iPhone. Lipstick/Pig.
The truth is - life is experiential enough, I don't really give a damn about the experience you are trying to give me. Many of these sites appeal to 15 year olds that have no money anyway. What gives?
Interrogate whether your brand needs some of these things. Your brand might. But most likely, you are shooting in the dark. Be honest with yourself. Be honest with your brand's budget. And fire your agency if they try to upsell you on worthless shit that won't help you move product.
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Agencies come up with such brilliant ideas - amazing ones - that have absolutely nothing to do with the product they have been charged with trying to help sell. Ask most consumers about a famous viral campaign - such as subservient chicken - then ask "what brand is this for?" Prepare to see a confused look and scratching of head.
I believe many brands are so desperate to "catch up," trying to be "innovative," or trying to be "cool," they forget the fundamentals - such as 1.) making a great product 2.) strengthening their visual communications. They throw good money after bad in a desperate attempt to gain marketshare - and agencies makes a lot of money selling them shit they really don't need (yay) like an iPhone application, or a flash-on-steroids "experiential" website.
This also pertains to television spots that have absolutely nothing to do with the product. For instance, the new Blackberry campaign "All you Need is Love." Lovely spots, really, but why do we need love? For a blackberry? To learn to dance in the London subway? This is not even a good borrowed interest spot like the U2 piece. These will not make Blackberry cool. Ever. Blackberry should use this money for innovative product design and branding. Then hire MAMUS to make a great spot. And great ads. Anyway, using U2 in a spot will not make it cooler than an iPhone. Lipstick/Pig.
The truth is - life is experiential enough, I don't really give a damn about the experience you are trying to give me. Many of these sites appeal to 15 year olds that have no money anyway. What gives?
Interrogate whether your brand needs some of these things. Your brand might. But most likely, you are shooting in the dark. Be honest with yourself. Be honest with your brand's budget. And fire your agency if they try to upsell you on worthless shit that won't help you move product.
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- G2 visualization and web design. New section of www.g2.com
Global - USTA playtennis.com brand development, postioning.
New York - SAM-NYC.com updates. New print collateral and redesign website
New York - Branding and packaging for accessory startup.
New York, Boston - 2012 advertising and book design for ICON.
Los Angeles - Titleist. Brand book/apparel identity system/tagging.
Boston - MAdAthlete. Brand development, print, identity, web design, broadcast.
Boston - Repositioning for VIVOX.
Boston - Brand development,visual positioning, web design for C3.A groundbreaking new VoIP for gamers.
New York - Repositioning for Drync. An amazing wine-centric startup.
Boston - Brand development, naming, positioning, web design for new ceramic knife company.
New York - Brand development, positioning, interface for groundbreaking technology startup.
New York - New advertising and positioning for Cancer Center of Sarasota for Dr. Mamus.
Sarasota - Web design and development for new e-commerce startup.
Salt Lake City - Rebrand and web design for one of NY's top literary agencies.
New York - Our book now available: ACTA NON VERBA. 310 pages, hardcover.
- Ongoing proposals. Amazing brands in New York, Toronto, Paris, Montréal, Tokyo, Miami and Los Angeles. Look for us in LE BOOK FALL 2011