Nonprofits Should Not Depress

Did you know that the World WildLife Fund’s mission is “to build a future in which people live in harmony with nature”? You probably did because over the last several years this organization has grown in influence and now touts 5 million supporters and 5,000 staff. It also appears to sport a serious advertising and awareness budget. The problem is everything it communicates is a problem. I do not care how clever the advertising is…the net result suggests that we humans are just awful and should feel extremely guilty.

The WWF’s current messaging is analogous to the famous Christian Children’s Fund now ChildFund. A few decades back their ubiquitous advertisements featuring sad, malnourished children with spokesperson Sally Struthers initially worked by raising awareness. But after a time they became preachy, judgemental, and downright depressing. People began to change the channel as their own problems took precedent or they became inured to the imagery and cause. Read more

You Had Me At Gin

I appreciate cool packaging but in the case of liquor am usually quite happy just with the liquid.

BOMBAY-SAPPHIRE_Electro_MediumNow Bombay Sapphire is being distributed a “The Electro Global Travel Retail pack”, a limited edition gift pack using electroluminescence. Electroluminescent ink is used to light up the Bombay Sapphire design, accentuating the motto, “Infused with Imagination”.

The current is conducted from the battery on the base of the pack which uses a hidden mechanical switch to activate it. When the package is picked up, the current runs through the various pathways illuminating them sequentially thereby creating a cascading effect. Each cycle of animation is 18 seconds long at which point the sequence stops until activated again.

 

Bernbach, Burnett, & Ogilvy on Social Media

The advertising greats who dominated Madison Avenue in the 1950’s and 1960’s left the industry an incredible legacy. Among the assets passed down and still passionately referenced are their quotes. Taken in the aggregate these bon mots represent key philosophies of business and communication. It is amazing how timeless these musings and lessons remain. Yet, much has changed in the practice of delivering compelling communications.

“Advertising” is too confining a label, consumers play an ever increasing role in how brands define themselves, technologies proliferate at ever greater speeds and we are firmly in the grip and promise of social media. This led me to wonder what the leaders of Madison Avenue would think about social media. So I combed through their thoughts to find relevance and application.

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High Symbolic Value

Leading brands have a crystal clear understanding of how they interact with customers. The desired experience is planned and anticipated as much as possible. But perhaps their most admirable quality is the brand’s ability to learn from each customer interaction and adjust accordingly. One segment that does this well is luxury. Luxury brands are premised on offering high symbolic value to a select segment that responds to status, exclusivity, and perceived quality far more than price.

Luxury brands have long employed the notion of the Customer Journey enjoying a more longitudinal and continuous view of their experiential touch points. And, of course, they inherently leverage Word-of-Mouth (WOM) to build the cache associated with precious and limited goods. Read more