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Category Archives: Advertising & Branding

What do we tell our children (about dirty politics)?

Did you feel like you needed to take a shower after watching  the recent debates? Or do you feel like you don’t want to mention the word ‘election’ at the dinner table for fear of dredging up unsavory topics?

‘Adults behaving badly’ might sum up what we have been witnessing these past few months.

I’ve tried to explain to young people who ask, that:

  • This is not how most grown-ups behave – you know, hurling around ugly epithets; using vulgarities, slurs…
  • Political campaigns are unfortunate war games people play, hence ‘battleground’ states, attack strategies.
  • In the 4-year gaps between the these ugly wars, try to not do as they do.
  • The phrase ‘anyone can become president’ is something we are no longer proud of.
  • Though Gallup holds that 75% of Americans identify with a Christian religion (Pew Research says 70.6%) there is nothing very Christian about this process

Aren’t you waiting for this spectacle to be over?

 

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Trademark ‘Violators’ in a Connected Era

If someone were to come up with an Encyclopedia of Lessons Learned it would surely run into volumes. I would love to help edit it!

Shel Holtz and Neville Hobson bring up one more case of how companies get it wrong when trying to protect their brand by trying to silence a fan and calling it “infringement.”  (Check out For Immediate Release podcast. Show # 705)

The case involved Nutella, and a fan who started something called World Nutella Day, created by one Sara Rosso. It reminded me of a case involving the line “Eat More Kale,” that was completely different, in terms of not using a brand, but “infringing” on its tagline. (I understand that advertisersconsider taglines as “intellectual property” even when they are really  sharable markers, not some protected species.)

I interviewed Bo Mueller Moore for a section in my book that talks about “speaking out of turn” and why we do it. The reason these cases resonate with me is because I was the recipient of one of these silly, corporate Cease-and-Desist letters myself, way back in 2000. I know first hand, what it means when a fan-boy (or fan girl, in Rosso’s case) is asked to shut up, or face a battery of lawyers.

You could find more about this, in Chat Republic.

But to get back to the podcast, it features an excellent discussion on why, especially (but not exclusively) in an age of social media, companies should strongly think through what they are really trying to lock down: The brand identity, or the conversations arround it? I didn’t know this, but Shel Holtz, who once worked for Mattel, referred to how the company had tried to sue the band Aqua, for a song called “Barbie Girl” –in 1997.

In 2009, Mattel did an about turn. It sanctioned and released a music video with the song.

A sobering thought for anyone considering firing off a cease-and-desist, today.

 

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Meet the panel –for Chat Republic launch

It’s going to be an interesting round of conversations for the launch of Chat Republic in Colombo in a few weeks. The event, on June 18th, will focus on the power of social media across many disciplines.

The ‘knights,’ as Bates Chairman puts it, will include:

Shehara De Silva – GM, Marketing, Janashakthi Insurance

Virginia Sharma – VP of Marketing, Communications and Corporate Citizenship, IBM India/South Asia.

Dinesh Perera -Head of Digital Business / Creative Director, Bates

Nalaka Gunawardena – Citizen Journalist / LIRNEasia

Lakshaman Bandaranayake — Multi-Platform Publisher / Chairman, Vanguard Management

Shamindra Kulamanage – Magazine Editor

Ajitha Kadirgamar — Journalist, Social Media Specialist

Nimal Gunewardena – Moderator / Chairman & CEO at Bates Strategic Alliance

Here’s how the media has reported it, calling this an ‘interrogation’:

The interviewers will each straddle a different facet of the topic raging from social media’s use in marketing, adoption by ad agencies, vital value in PR, impact on mainstream editorial media, its mobilisation by citizen journalists and monitoring and analytics.

Not sure about a round table being interrogation technique. I’m there to learn as much as I could from these eminent folk. More details of the event, here.

 

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Update on my book: “Chat Republic”

It’s official, and I’m now ready to announce the title of my book, which is in its final stages.

It’s called Chat Republic.

Angelo Fernando, Chat RepublicI’ve been covering the intersection of technology and business; technology and culture for more than 18 years. More recently, I’ve focused on digital media and our social media-centric lives, and I wanted to put my ideas into perspective.

Chat Republic is more than a fictional country. It’s about the spaces you inhabit.  Those online and offline communities you move in and out of: conference rooms, Google Circles, IM lists, Facebook, online forums. I think of it as a ‘country’ whose fluid borders take the shape of a giant, invisible speech bubble.

The conversations and opinions pouring in and out of our republic, in real-time, are what make our communities more civil, more vibrant. Our chats are certainly not friction-free! But absent these conversations we would be one dimensional citizens, won’t we?

As of today, I am planning to launch the book in two time zones, in June.

Some specs:

  • 25 Chapters – Divided into 3 sections
  • Case Studies from the U.S. and Asia
  • Interviews with non-profits, tech companies, activists, chief execs, editors, citizen journalists, PR consultants, podcasters, government officials

More information here at ChatRepublic.net

 

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New meaning to ‘water sport’ with M8 launch

Hats off to Wieden & Kennedy for this amazing visual treat for the launch of of the Nike’s M8 shoe with Carmelo Anthony‘s signature.

The hologram effect is a water projection, with an interesting live-action scene to add to the illusion.

 
 

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News Flash: Some companies do listen!

I like to follow up on my experience with Data Doctors two seeks ago, when I complained that I had been taken. It was a communication problem, rather than about bad service.

Before the end of the day I wrote that post, the CEO of the company wrote to me (via Twitter) indicating they wanted fix the problem.

But it didn’t stop there. The next day, Robert called me (you could listen to a short audio clip), explaining why they disagreed with the ‘policy’ that had been thrown my way, and making an offer to remedy it.

So while we do hear of how often organizations are tone deaf to their customers and prospects, a good number of them have empowered their employees to be the antennas of the organization. Unfortunately it doesn’t hit the wires often enough when companies do listen!

Indeed, listening is only one part of the equation when there’s a dent in reputation. Following it up makes a big difference. As Robert told me, Data Doctors has had to live with the fact that a post from one disgruntled person (an employee, apparently), albeit inaccurate, still lives in the blogosphere.

I brought this up at length on my radio show this week (iTunes or player here) if you like to listen to the follow up and more context.

 

Once upon a tree –powerful outdoor activism

What does this look like?

Sure, a dead tree. But what did it give up its life for? Hint: It’s part of an outdoor campaign for forest conservation in China.

You’ll never rip open a pack of chopsticks again, just to play with it in a restaurant.

I just can’t resist campaigns like this where words become unnecessary. The trees were made from 80,000 pairs of used chopsticks, and ‘planted’ in public squares.

However if you prefer words, interactive outdoor is so much more powerful than some of the boring, static billboards we see around town for business schools, restaurants, movies.  Check this out: passers by are encouraged to text in their message, and watch as the words get changed to display it.

 

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