McCann Paris cleverly tells three different tales using business cards. The campaign is for The Good Life, a business and lifestyle magazine. The three ads tell stories of trips, shopping and work. Fun stuff, especially the trip gone wrong a la The Hangover.
Why should a book have a newsletter? Because it is so chock full of good stuff worthy of sharing! Get the 2nd Quarter, 2019 Why Marketing Works Newsletter here.
Two months ago, it was all about the Fyre Festival. Remember? Two documentaries came out nearly simultaneously. Netflix streamed the more cleverly titled, Fyre: The Greatest Party That Never Happened while competitor Hulu broadcast, Fyre Fraud. You would have to been trapped in your car in a blizzard for the month of January not to have heard about either or both.
If you just got out of that car, let me fill you in. The Fyre Festival was, quite simply, a disaster. Or to put it more kindly, a failed “luxury music festival” founded by Billy McFarland, CEO of Fyre Media Inc, and rapper Ja Rule. It started from a good place or so one thought. The festival was to promote the company’s Fyre app designed to book high-end music talent more democratically and at less cost (seems to me the app is still a good idea).
Any more information would lead to massive spoiler alerts. Suffice it to say, we watched Billy McFarland boast, weasel and bungle himself to a place he never expected to be. We watched, and re-watched, because we loved seeing him go down (is that justice or kind of gross?). Perhaps we could not stand him cavorting around with all the trappings 98% of the population cannot attain.Read more
Spoiler alert…this may be for design nerds only. Imagine extremely recognizable and memorable logos. What comes to mind? An Apple. A Golden Arch. A Swoosh.
What comes to mind when you hear Bauhaus? No, it is not an Oktoberfest pop-up beer hall. The Staatliches Bauhaus, commonly known as the Bauhaus, was a German art school that ran from 1919 to 1933, It combined crafts and the fine arts, and was famous for the approach to design that it publicized and taught.[
So, some talented folks smooshed, or swooshed, modern logos into the Bauhaus style. Here is the result and they would look awesome on a t-shirt (or a New Wave retrospective music collection).
There is an adage in the advertising business. Don’t sell the mattress, sell the sleep. The lesson being, showcase the benefit, not the features. It is a smart guidance for anyone selling anything. If you are an internet provider, you do not feature “speed” alone, you show the customer what they can do with that speed and the time saved.
Selling the sleep is something the exploding mattress industry has failed to take to heart. What prompted me to write this was a whopping 8-page ad in the latest issue of Entrepreneur magazine. This spread is from the Tomorrow mattress company. It is a curious piece of traditional advertising for an on-line disruptor. The print ad looks like a software seller’s website.
It starts by extolling a host of company virtues: expertise, innovation, commitment…and American made. When it comes to the product, the “hybrid mattress combines the pressure-relieving comfort of memory foam and the unbeatable support of individually wrapped coils for deep, uninterrupted sleep.” Tomorrow is selling a messy mix of features and benefits in lofty language (their strategy and copywriting need help).
We are advising the Ontario Securities Commission’s first approved ITO. Go TokenFunder Go.