brand names Archives - Page 5 of 6

Google Alerts are rad !

Posted on January 21, 2008 by Steve Sammartino

As a courtesy if I ever blog about anyone (good or bad) I let them know it’s there. I did this recently about Neighborhoodies.

The founder Michael sent me an email back saying – “I already know… Google Alerts baby! Thanks”.

I’ve since set up on things which are of interest to me. It saves me a great deal of time, which at present is my most scarce resource.

The really cool thing is it’s better than an RSS feed, because it’s the google bot doing all the hard work crawling the entire web for you. Every nook and cranny.

All start ups should set some up on topics of interest; themselves, their startup, their industry, their competitors, their whatever….

Click on the image above and go straight there…

Do it. Go now. Bye.

Don’t be like Wikipedia

Posted on January 21, 2008 by Steve Sammartino

Firstly, I love Wikipedia. To quote Cameron Reilly – Everything I know I learnt on Wikipedia.

But the times they are a changin’ – says startup blog.

Wiki is at risk of losing the advantage which made it what it is today. Nat at Pure Caffeine pointed out on Twitter that; “Wikipedia [is not about] creating pseudo structures of what is ‘acceptable’ scholarship”.

We couldn’t agree more. Wikipedia is at risk of losing its competitive advantage through moderation of articles by letting the ‘sanctioned few’ decide on what deserves an entry in the peoples encyclopedia.

Correct me if I’m wrong, but…

isn’t that what Wikipedia opposes?

isn’t it “up to the market” to decide”?

shouldn’t we all have equal moderation rights?

Pull your socks up Jimmy Wales.

Start up lesson – when something makes you successful – Stick to it.

Don’t let bureaucracy destroy the basic premise of why you made it. Fight the temptation to moderate, assimilate, hydrate your proposition.

How to – Consumer promotion

Posted on January 17, 2008 by Steve Sammartino

Occassionally a consumer promotion does what it’s intended to do.

This is one such promotion.

Summary:

Surfers compete in a surfboard paddle race. The first four to the Red Bull buoy in each race will be the only surfers winched from sea to sky by the Red Bull helicopter, and whisked away to spend a weekend surf trip in a top secret location hosted by Ross Clark Jones & current World Champion Surfer Mick Fanning at an awesome beach house retreat. Winners will get to mingle with Mick, demo some awesome new boards and order their very own free custom surfboard!

Click the image above to check out the details.

Simple mechanics, enhances brand value, anyone can have a go, zero cost to enter, unobtainable prize which money can’t buy, worth talking about.

Sure, they’ve got the budget to do it, and I’m a self confused surf junky… but neither of these things are what makes it so impressive. It’s the idea, the execution and more so “The Experience” – even the losers will enjoy participating.

As life becomes more about experiences, rather than consumption smart startups will take notice.

What experience does your start up offer?

Kudos Redbull – again.

Top 10 viral marketing campaigns ever

Posted on January 12, 2008 by Steve Sammartino

The factors we’ve considered:

There needs to be an actual business or brand behind it

Not just something funny

The idea or product was primarily spread by others.

Not ‘driven’ by paid media.

Based on effectiveness only, (ignores insensitivities / political / religious views)

A little explanation is next to each

In order.

The story of Jesus Christ (before digital technology or even the printing press, this ‘story’ crossed borders and oceans)
911 ‘Al Queda’ launch (3 weeks free media coverage on every media channel in every country)
Polaroid Instamatic Cameras (product usage = product demonstration)
Hotmail (the first viral product of the internet age)
In Rainbows album by Radiohead. (true brand handover to passionate users, fan chooses price – even free, resulting in massive free media & blogosphere coverage, then goes to number 1 on US charts on physical album release)
Google (usability & effectiveness which led to absolute domination)
Youtube (was the ultimate user experience and so won the game. There were 240 other video sharing sites when it launched!)
OK Go – Ok Here it goes film clip. (first to leverage youtube commercially. 27 million views and counting. No 2 on the charts to boot)
Blair Witch Project (set a new paradigm for movie promotion & brand hijacking)
Mini Cooper S Campaign (first ‘real’ personalized campaign message)

Add to, agree, disagree, complain and disdain in comments below!

Why retro works

Posted on January 5, 2008 by Steve Sammartino

I’ll admit it I’m a sucker for retro ideas and visuals – who isn’t? I think retro works because we already have formed memories and events both positive or negative which are brought to the surface when we see, feel or taste something that is old school or slightly retro.

It’s nearly a form of ‘cheating’ to gain am emotional link quicker, or even instantly. This is something new and innovative design and positioning can’t achieve – just because it’s new.

To me retro is really powerful when a brand or business ‘deserves’ to go there. Especially when it has a history worth reminiscing about. Battler brand Atari did this successfully with the Flashback console which was launched 25 years after the 2600 seen below.

Obviously this is much harder for a start up, although we can use it in graphics, design or attitude, especially if our brand or market segment lends itself to a retro play. Feel free to add examples to the comments.

Get retro!

Shop Front

Posted on December 21, 2007 by Steve Sammartino

Would you know what this shop is selling?

I wouldn’t.

Sometimes our shop front, work car, uniform, office, church or website is where the decision is made on whether or not our service is for them.

The good news is, just like a shop window we can:

change it if we’ve got it wrong (all of us at some point)
use for promotional purposes (Ebay)
rotate the message (fashion outlets)
keep it clean, defined and single minded (Google)

If our business is in the digital world we have the advantage of a low cost change over.

Start up lesson – make sure people know what you offer the instant they arrive.

What are brands?

Posted on December 14, 2007 by Steve Sammartino

According to startup blog: They are any form of visual or language communicate which provide meaning to humans and provide elementary recognition or decision shortcuts. This may only exist as a word, an event or even a memory in the human mind.

Brands have existed as long as homo sapiens have and possibly longer. From an aboriginal waterhole to mountain peaks of significances to any clan anywhere in the world. Even animal names are brands…..although the product was manufactured by mother earth!

Startup lesson: Don’t get hung up on words and visuals. Focus on creating and communicating meaning.