Not Again, Microsoft...

In the latest endeavor by Microsoft to be like everyone else but Microsoft, the brand is yet again under fire for the Yahoo/Microsoft integration.   Can it be done?  Will it be a viable competitor to Google?  Will it go smoothly?  Ad Age doesn't think so.  They point out five reasons on what makes this merger hard to swallow.  The 4th quarter timing "seems to offer marketers a lot of risk for very little reward."  Marketer's learning curve in terms of how Yahoo ads and Bing ads will perform together.  Microsoft's execution seems a little short given that "AdCenter isn't ready to handle the volume."  Yahoo and Microsoft's working relationship may be iffy at best as the company hasn't been the easiest partner to work with.  Given that Bing's queries appear to "be coming directly from Yahoo" so will it impact the search market at all?  If everything goes as planned, we should be finding out soon.

This leads me to think that Microsoft as a brand lost cache a long time ago.  That much of the brand, for a long time, has been reactive then proactive in their initiatives.  The fact that Apple surpassed Microsoft as the stronger and more profitable brand is evidence enough.  This is significant as it changes the trust in Microsoft as a brand and company.  Straight from the horses mouth, “Apple is showing high growth, with the launch of its iPad and its new iPhone coming out, and while Windows is a great competitor versus the Mac, Microsoft just hasn't come up with new areas of growth."  "Wall Street believes in Apple because Apple continues to put out new products that capture the imaginations of the press and tech pundits.  Microsoft just hasn't been able to come up with a new multi billion dollar business like Apple."  The stronger Apple gets the more Microsoft seems to be backing into a corner, blindly swinging and missing every time.

A few of Microsoft's FAIL products:  

Zune

Vista

Surface 

Gooooooooooooooooooooooooooooooooooooool!

It's only been 4 days since the World Cup started and great things have happened.  The US, despite the popularity of futbol, has played well.  Local bars and pubs are full to the brim at 7AM with face painted hooligans and while I don't normally love soccer, I'm way into it.  Checking scores, yelling at the TV, rooting for X country.  Nike, once again, created an amazing video to get our hearts pumping and ready for the match ups.

Not being a regular sports watcher, but a regular TV watcher, I believe ESPN has done a phenomenal job in keeping everyone up to speed on the world cup.  ESPN 3 from what I've seen will let you watch the matches live, replay matches already played, and sent alerts when someone scored a goal.  Given that most of us in the US have to work while all these matches are being going on, its essential.

The ESPN 2010 FIFA World Cup app has been named by the NY Times as a "gold standard" in the category.  The app contains "detailed descriptions of every tournament since the first one in 1930, as well as a Teams tab consisting of player news and biographies, a bracket predictor contest and an index of the top 100 national teams.  A premium version has amplified features, such as live commentary and play by play, scoring alerts and in game video highlights."  Talk about extensive amount of info for a very small price tag.  If you weren't a hardcore football fan by now, you can easily become an expert with this app.

Given that the internett is a "vast black hole" of information, this app channels it into a very useful, handy, relevant and of the moment way.  I'm quickly becoming an ESPN fan and I don't even really like sports.

TV has taken a turn for the better

I LOVE TV...I mean really LOVE TV.  I rearrange appointments, fake sickness to skip out on friend's birthdays and rate friends by the size of their TV.  Imagine my excitement, when these past few years have been the best in many, many, many years.  Thank goodness for the invention of TiVo otherwise it'd have to wait until all shows were on DVD to watch.  Soo what has happened?

 Why was TV so bad that now its good again?  Well lots!  The way people view TV (DVRs, DVDs, computers, iPads, etc.) when they view it, and where they view it (no longer do people have to choose one channel over another, a show over another show playing in the same time slot).

Structural changes continue to press down network ratings which has caused only a few shows to have the ability to be considered true mass i.e. American Idol.  But even this massively popular show isn't immune (its down 20% in viewership since its peak in 2006). Networks can no longer reach or have the need to reach 15 million people in order to be successful, because like every piece of media right now TV shows are highly fragmented.  They are seeing much more success with smaller audiences then they are trying to reach every one.  Sounds exactly whats been happening in the advertising industry. When you try to target everyone you actually reach no one.

If they have lowered expectations in ratings and I'm guessing financially given the economy has given way to much more freedom creatively.  With a small audience to reach and not a lot of money networks are willing to try more.  On the flip side you have cable networks showing signs of rising ratings (for cable networks) and you see more and more of them green lighting pretty intense programming. Hello, AMC's Mad Men and FX's Nip/Tuck.

If we look at the movie industry you realize that the indie film boom of the 90's has fallen to the wayside as multi-billion, special FX, 3-D blockbusters make it nearly impossible to finance smaller films. That leaves the talent looking towards TV.  Prime example, J.J. Abrahms who began in films, Armageddon being his first big hit, moved to TV and "found his voice, where he learned that complex, dense-pack narrative attracted rather than repelled audiences."  Alias, Lost and his "humanized re-imagining of Star Trek " show this.

"Helped by the declining cost of production, TV right now is mass enough to be commercially viable and narrow enough to allow show creators " freedom. Advertisers will pay top $$ to be on cult hits like Colbert or The Daily Show.  "As more and more networks get into the business of buying original TV ideas, the power has shifted to the creatives.  Increasingly sophisticated audiences for 'alternative TV' have created virtuous cycles that make independent producers more and more interested in taking chances on edgy or obscure material."

Bottom line: TV execs are finally giving people the respect we should be giving.  No more dumbed down, sugary shows that insult our intelligence.

Even babies are along the same line of thought.  Take Sesame Worskshop, they implemented format and visual changes this year to keep up with the viewing habits of their target.  It showed a double-digit increase among its 3 and 4 yr. olds. They just reported a 60% year-over-year ratings increase for February.

It goes to show that when you listen, it pays off royally.

The Suburbs Aren't What They Used to Be

This relates back to the post I wrote about the fast changing dynamics of American families and society in general. What I learned wasn't a shocker personally but it is to the clients that still have a myopic view of the world.

So what's going on with suburbs? In a reversal, America's suburbs are now more likely to be home to minorities, the poor and a rapidly growing older population as many younger, educated whites move to cities for jobs and shorter commutes. The analysis provides the freshest detail on the nation's growing race and age divide.

Suburbs still tilt white. But, for the first time, a majority of all racial and ethnic groups in large metro areas live outside the city. Suburban Asians and Hispanics already had topped 50 percent in 2000, and blacks joined them by 2008, rising from 43 percent in those eight years.

The suburbs now have the largest poor population in the country. They are home to the vast majority of baby boomers age 55 to 64, a fast-growing group that will strain social services after the first wave of boomers turns 65 next year.

"A new image of urban America is in the making," said William H. Frey, a demographer at Brookings who co-wrote the report. "What used to be white flight to the suburbs is turning into 'bright flight' to cities that have become magnets for aspiring young adults who see access to knowledge-based jobs, public transportation and a new city ambiance as an attraction."

The idealistic image of suburbia is painted well in the movie Pleasantville, affluent families complete with homemaker moms, 2 rambunctious but good kids and a dog with the occasional cranky old man or spooky home (which tended to be the least take care of home) thrown in for good measure. Now suburbia is filled with minorities that house some of the poorest people in our nation. If living in suburbia isn't the American dream anymore, what is?

Nike, Part Deux

Second time I'm talking about Nike and I'm not really a hard core fan, in the sense that I don't avidly await their commercials, have Google alerts or continuously buy their product a la lululemon.  Yet they continually surprise me and never disappoint with the things they do.  For example, the ingenious partnership with Apple, the Lance Armstrong Live Strong Campaign, their awesome, on point and on brand commercials.   I recently stumbled upon this Nike musical shoes commercial from Japan and it blew my mind.  From an agency perspective, for a client to set aside a budget for the time to engineer such a task, hire the right talent, given them the liberty to do what they want doesn't happen ever.  From a consumer perspective, it continues to reinforce why Nike has attained to be the most recognized, loved, respected and just plain cool brand for so long.

Congrats Nike on another awesome hit.  I hope the legacy never dies.

Music to a Brand's Ear

I'm off to Coachella this weekend along with over 150,000 people for a 3-day music fest featuring 130 bands all big and small.  What surprises be about Coachella and other music festivals is how big they've gotten and how well brands have been able to integrate and align USEFUL partnerships with these music festivals so that they are actually welcome and not intruders.  For example, Coachella this year will have the following:

VISIT THE 5 GUM SENSORY TERMINAL / LIVE WEBCAST Stimulate Your Senses at Coachella when you explore the 5 Gum Sensory Terminal. Stop by the air-conditioned tent to add your image to a living work of art in the Digital Mosaic, or share your Coachella story in the Sensory Studio video pod. Plus, with THREE live festival feeds, you can still catch all the action. Cant make it to Coachella? Tune into the LIVE WEBCAST exclusively from 5 Gum on Facebook or Myspace everyone will experience it differently. 
CLICK HERE FOR FACEBOOK WEBCAST CLICK HERE FOR MYSPACE 

PLAYSTATION HQ AND SONY PLAY CREATE SHARE WORKSHOPFeeling a little toasted from the sun, and want to chill out and relax in a world where entertainment is a touch away? Well that's easy...Stop by PlayStation HQ and Sony Play Create Share Workshop and step into a world that allows you to be in control. Play games like ModNation Racers and Gran Turismo 5 before their release, watch original content, and rock out to your favorite bands on Rock Band and SingStar. And most importantly, brag to your friends that couldn't get themselves to the festival, rent an HD bloggie camera and show your friends what they're missing by uploading to your favorite social media site! The more you play, the more chances you have to win VIP passes to upgrade your Coachella experience. 

THE KIN LOUNGEThe KIN Lounge from KIN, a new Windows Phone, is your spot at Coachella to connect. Beat the heat in our air-conditioned tent and enjoy our fun basement party vibe. Recharge your phone at one of our charging stations, or check it in for pickup. Use our computers to share your experiences with friends back home. We’ll also feature a photo booth and the chance to win VIP ticket upgrades throughout the day. 
VERIZON MOBILE WEBCASTCoachella will be streamed live on Verizon V CAST Videos in Media Center/Get It Now V CAST Videos/Music. Some performances will also be available for viewing after the Festival. CLICK HERE 


Given that people will be at this festival for 3 days in one LARGE open field all of these make sense.  5 Gum with making you part of the festivals music and art integration, Sony allowing you to take a break from the hot, hot sun with a nice air conditioned tent complete with couches, video games and the ability to RENT a camera to share your awesome experience, a recharging cell phone station will be a God send to those walking around for 12 hrs straight just to go back and Verizon giving music fans the option to re-watch the performance they just saw.  

Let's not forget South by Southwest. What started off as a music festival has branched out into interactive and film to know have solidified its position as the place where the latest tech trends are launched.  Three years ago, Twitter started at the festival, quickly signing up the early adopter crowd who used it to find which parties were hot and which panels sucked. Last year, current social media darling Foursquare took the wraps off its iPhone app at SXSW.


Brands participating at SXSW are the big thing and the real deal


Brands, including Microsoft, which signed on this year as a platinum sponsor, use the conference to burnish their credentials with an audience that might otherwise be a tough sell. "If you believe in the consumerization of technology, South by Southwest is one of the most important events in the world," said Chris Bernard, user experience evangelist at Microsoft.


Microsoft isn't the only brand looking for a little hip to rub off on it. Chevrolet is far from an adopter-crowd icon, yet the General Motors brand is aggressively marketing the launch of its electric vehicle, the Volt, at the show. Chevy started with a social media campaign that saw eight teams of online influentials record their road-trip experiences of driving a Volt to Austin. It also partnered with Gowalla to welcome attendees, and is operating a Volt Recharging Station for digital devices.

"The rise of peer influence and online word of mouth as influential factors in brand loyalty are factors that most large brands can't ignore anymore," said Christoper Barger, director of global communications and technology at GM. 


Aside from brands participating, many agencies are making it a yearly tradition to scout out the latest in new trends, find content creators and even talent!  Razorfish has had over 40 people attend including a recruiter.  They've even held parties to show off their work, pull in major talent and basically use as a recruiting tool.


What all this tells me is PEOPLE are still at the center of what makes the brand world go round, WOM still reigns and nothing can ever replace the experience, sensation, knowledge one's get from a face to face introduction to a brand by putting it into a person's hand.    

Nike & Tiger & W+K, Oh My!

By now you must have seen or heard about this very controversial commercial put out by Nike & Widen + Kennedy.  If not, here it is for you all to see.  Everyone from radio personalities to the advertising critics are giving their opinion on what it means.  Creepy, self serving, powerful, bad taste, polarizing, real, honest are some of the words being thrown around.  While I agree and disagree with some of these opinions I'm more interested in the impact this commercial had done for all three brands.  What does this say about Nike, Tiger & W+K?

In my opinion, I feel that Nike for being such a monumental brand it is also held accountable, as any Fortune 500 company, to protect its image, its  shareholders, its business yet its still remains true to who it is as a brand.  Bold, aggressive and in your face are the images that come to mind when I think of Nike and this spot, whether good or bad, is exactly in line with this values.  With an infamous tag line like "Just Do It" I can already picture why this piece of creative was not immediately turned down when it was first presented.  Knowing the inner workings of agencies, I can't even begin to imagine what the other controversial ideas were.  

W+K, a company I've always respected and admired, are in the business of getting brands noticed, changing behavior and creating powerful images. And what images, chatter and bullseye on Nike have they created.  They've always been great at creating powerful, entertaining and well talked about campaigns.  See Pretty with Maria Sharapova, The Lance Armstrong LIVESTRONG Bracelet Campaign, Cog and the Hate Something, Change Something song for Honda, Old Spice's The Man Your Man Could Smell Like campaign. This will be another ad that will go down in W+K infamy.

As for Tiger, this one is a little more interesting as before his whole life was blown wide open with the admittance of his unfaithfulness.  He was the quintessential poster child of what was right with America.  Child of two minorities, one an Army veteran, worked hard on his natural talent and became the not only the most successful golfer but athlete as well.  One of the most well known multi-millionaire American athletes all over the world with a beautiful super model wife and gorgeous children.  This was his image and his handlers worked very hard to keep it so.  Now he's on a path to show his willingness to get back to where he was.  But with his squeaky clean image obliterated it seems that now he's taken a turn into showing who this "real" Tiger is starting with the public apology to his family to the children in his foundation and everyone in between.  This spot would indicate another stab at showing his "real" side by being a voyeur into a private conversation between him and his father, a person he truly respects and admires.  This could possibly be the new Tiger brand, look at me I'm human just like you.  Whether this worked or not and how it will ultimately be ingested is still being decided but it definitely got him back in the limelight right in time for his return to the Masters.