Last year, inspired by ReadWriteWeb I stuck my nose out and tried to predict what 2008 would bring us in terms of trends, technology, communication and ideas. About 70% of my thoughts were confirmed but I of course missed out on some too.
2008 is coming to an end and it’s time for me to let that poor nose of mine feel the heat again. 2009 is harder to predict than ever since we have a free falling economy in the world at the moment. How will smaller budgets effect advertising, investments in technology, self confidence and personal evolvement? Hell if I knew, but here are some ideas. [click to continue…]
The strongest tradition there is – X-mas. Well, I’m celebrating it in Thailand. These guys don’t give a s#*t about it. Is that innovation? I guess not.
But it sure make me think about the fact that we all (at least ‘we’ as in Sweden) celebrate a tradition only because my parents did it and their parents. Basically what’s old is good and everything that is new threatens the old thing and because of that it’s not good.
Do I wanna stop celebrating christmas? No.
Do I wanna change it? No.
Do I wanna wish you all a very merry X-mas? Yes!
Merry Christmas to all of my readers!
/Johan
Saturday morning and I’ve been up since 4 am. Just felt I had to continue writing on my new section ‘My Inspiration’. Well, here it is.
Förra året hade jag äran att få tala på på Daytona Sessions. Ett snyggt event anordnat av Daytona, kanske en av de mest lysande stjärnorna på svenska webbhimmelen. Den 12:e februari 2009 är det dags igen.
Bland talarna i år märks Umair Haque från Bubblegeneration.com och Katarina Graffman Antropolog på Inculture och expert på massmedia och mediakonsumtion. Fler spännande typer lär det bli.
Att få en biljett (japp det är gratis) är inte självklart, så hoppa in så fort som möjligt på Daytonas sida för eventet och be snällt.
One of the worlds most awarded websites has been redesigned. And the way Absolut.com is heading doesn’t come as a surprise. The new site has been give an slick, well designed user and SEO friendly interface. Many parts of the site has been moved from a flash based interface to a classical CSS based interface. Everything is done with the touch of Absolut.
This is definitely a first switch from Flash based sites of many to come. I’ve personally been part of building lots of flash sites through the years. But the possibilities to create rich user and SEO friendly interfaces with CSS gives us no reason anymore to use Flash for entire sites.
Also the fact that marketing departments around the world have undoubtedly noticed that their visitors leave after seeing that first loader will lead to change.
All in all I like the new Absolut.com better than the old. But there’s a few things I would have done differently: [click to continue…]
There’s a blog called NeuroscienceMarketing. Don’t know if you read it, but every now and then they got some great insights on marketing. The other day Roger Dooley posted a short piece the other day called ‘Offer a third choice, boost sales’ that made me notice his first post ‘Decoy Marketing’.
Decoy marketing is about the fact that a brand tend to get better result if you offer your target group three choices instead of two. Roger gives you lots of examples. One of the better one is from a test with subscriptions to the magazine The Economist. In the example two groups of subjects were given the option to choose a subscription. One group was offered two choices. The other one three.
Offer A:
$59 – Internet Only Subscription (68 chose)
$125 – Internet and Print Subscription (32 chose)
Predicted Revenue – $8,012
Offer B:
$59 – Internet Only Subscription (16 chose)
$125 – Print Only Subscription (0 chose)
$125 – Internet and Print Subscription (84 chose)
Predicted Revenue – $11,444
Conclusion – The predicted revenue jumped 43% due to the introduction of a third choice.
Something to think about for you brand owners out there.
Read the full post here, here and here.
Oh how I’d love to be in the room when the Creative Directors Daniel Frericks and Götz Ulmer pitch their idea to a 140 year old watch brand. This is a business where people stick by the rules. Big ass photography where the product is the hero. All ads look more or less the same.
Creative, simplicity and original. Good on you – Jung von Matt!
Great, fantastic, wonderful and different. Brave – IWC
Thanks Advertolog for making me find it.
First, I’m going to find out what she’s like. I’m gonna spend time with her, or around her since I actually don’t know her. What food does she like, white or red wine, does she like fashion, music – what kind of music? Is she into sports and if so, which sport. If not, why? When she walks like that, with her face slightly smiling, eyes browsing the world – what is she thinking about? What’s the thing with that little tin box she carries around in her purse? Why doesn’t she get of on the right station on her way to work? Does she like to walk or is it only about exercise? She speaks with a quiet voice – why? Why, why, why. I want all the answers.
Once I know this I’m going to change. I’m going to cut my hair. Dress differently. I’ll stop drinking and only eat carrots. My car has to go. Can I buy a bike instead? Switch career. Mountain biking has never been my thing, but I bought one today. Birds and an aquarium. I’ll talk differently and learn french too. I’ll start going to museums. Buy art. I’ll start a foundation that save whales. I’ll do everything that needs to be done – for her.
She won’t see me at first since I’m afraid of scaring her away. I’m in it for the long run. But sooner or later she’ll wonder who that guy is who always eats the ecological pasta in her favorite restaurant. Once she’s spotted me I’m going to say hi. Speak to her. We’ll talk about food, fashion, music, sport, cars and especially tin boxes.
She’s falling in love. I can feel it. That man on her favorite restaurant is her perfect match. She’ll make sure to be there on the same time every week. And I am there every week too. We talk more.
Would you like to go to the movies one night?
Yes. She says.
We go. We walk together. She’s smiling like always. I’m smiling too. We talk. We see a movie we both like.
I love you she says.
I love you.
Years go by. I find myself forgetting what she looks like. She doesn’t walk and smile anymore. I can’t remember what she likes to eat. Her voice is everything but quiet. My hair has grown out again.
We divorce.
Later I find out that she is in a new relation with a new man. He does everything that I don’t do for her. And I also learn that she’s not like before.
She changed.
I didn’t
We drifted apart just like brands drift apart from their target group, their behavior, what they enjoy, what kind of references in life they have. How and where they consume communication.
Brands, like people, seem to think change is hard. Its not. Just do something today that you haven’t done before. If you fail, try tomorrow again.
Don’t drift apart. Change.
