26th August, 2010 - Posted by Minter Dial - No Comments
Wordsmithing remains a critical talent. Whether it is crafting the right slogan, snaring a killer title for your email campaign or cutting down to 140 characters the sweetest tweet, the word is [still] in. If images and videos generally gain more traction on the ‘net, the filter through which you have to go to get »
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18th August, 2010 - Posted by Minter Dial - 1 Comment
A recent paper in the Journal of Product Innovation Management states that, in the ideation phase of new product development, it was found to be better to be technology-focused as the two other approaches (customer centric, competitor focused) generally brought about compromise or smaller product evolutions. At first brush, per the study, being innovative and customer centric seems potentially to be anachronistic. While I can intuitively understand that initial ideation is best driven by a technologically focused team, as the study intimates, the notion of being customer centric remains absolutely vital in ALL other elements of development and execution. How to reconcile being customer centric and innovative?
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12th August, 2010 - Posted by Minter Dial - No Comments
I bookmarked this article from the Wall Street Journal, entitled “Wash Away Bad Hair Days,” about P&G’s efforts to recapture consumers who, over the most recent hard times, have cut back on ‘premium’ shampoos, such as Pantene, in favor of lower priced or generic products. In recent years, the article describes how P&G have been doing elaborate testing to evaluate the emotional impact of a shampoo, in an effort to rinse out bad hair days (and the lack of confidence that comes with them). So, then, where is the emotional content in the shampoo marketing campaigns?
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29th July, 2010 - Posted by Minter Dial - 2 Comments
In a bold marketing coup, related to an effort to remove itself from a “too safe” and “family car” image, Volvo launched its S60 in five cities across Europe and conducted, secretly, an experiment designed to measure the naughtiness of the crowd. Guests — an ‘in’ crowd of BPs, bloggers and celebrities — were invited to find the location via an augmented reality application on layar. Through a sociological lens, it is certainly taking Volvo down a risqué, non politically correct path… in line with its sex symbol logo. Personally, I think it is a great initiative.
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25th July, 2010 - Posted by Minter Dial - 1 Comment
Have you not heard of Johnnie Boden? Talk about turning your life into a brand!
I am impressed with the UK clothing retailer Boden (not to be mixed up with Boden, the store fixtures retailer). Johnnie Boden, a failed banker-turned-teacher, launched a men’s clothing business in 1991 and created a company, based entirely on his persona »
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24th July, 2010 - Posted by Minter Dial - 3 Comments
If it were not enough to enjoy a wonderful visit to the museum, someone at the museum is tracking what is going on in the social media space and is making the visit last longer!
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3rd July, 2010 - Posted by Minter Dial - 3 Comments
Facebook’s sweeping success is, in very large part, because it is a hybrid social media, brokering the gap of personal and professional. The rules of the social media game privilege ‘personal’ communications; and companies that manage to insert personal-ity into their Facebook presence will certainly garner a more favourable following. Yet, »
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29th June, 2010 - Posted by Minter Dial - 5 Comments
Taking a step back recently, I tried to think of all the industries that have been radically transformed by the tsunami of the Internet. Internet has a way of altering the way of the land in many different ways because, fundamentally, it changes the way we all communicate. The immediacy, mobility and multiway channels »
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12th June, 2010 - Posted by Minter Dial - No Comments
An out of town friend of mine recently told me about this very different kind of boutique hotel in Paris, called Mama Shelter. Isn’t it funny how, sometimes, it takes a tourist to tell you about your own city.
First of all, Mama Shelter is a breakthrough name for a hotel, in that it truly breaks »
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28th May, 2010 - Posted by Minter Dial - 7 Comments
“Branding gets personal” is the tagline behind The Myndset. A few people have asked why do I use this tagline? I would like to use this post to discuss, at least partially, why it is so important for me. The starting point for “Branding Gets Personal” is an obsession with being client centred. In this post, I discuss how we must evolve the marketing mission past the traditional product-oriented 4P’s to encompass a more engaging and experiential marketing, entitled the 5E’s.
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10th May, 2010 - Posted by Minter Dial - 5 Comments
I read a post last week on Brandchannel entitled “Are Luxury Watches Stuck in Time?” which triggered a few thoughts including: How many luxury industries are stuck in time and what is the level of risk for the upper end markets?
First, I would have to agree with Milton Pedraza, CEO and Founder of the Luxury »
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6th May, 2010 - Posted by Minter Dial - No Comments
Over the last few days, I have read a number of reports of the horrors of PowerPoint. It seemed to start with the New York Times article about the illusionary trap of Powerpoint presentations used by US Army ‘intelligence’ which stimulated a post by Jonathan Salem Baskin and another by Seth Godin “PowerPoint makes »
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