Monday, July 28

Today's Modern Family, As Advertised

I am relishing in a recent trend in marketing that couldn't have come at a better time.  We can probably thank Modern Family for it.

There's been a flurry of activity from brands who are creatively reflecting today's modern family, and inspiring pop culture at the same time.

Some brands feature real families, while some use perfectly crafted scripts to capture the spirit of how we interact as a family unit.

We've come a long way from June Cleaver!

Here's an article I wrote for Huffington Post on the topic.  Click here to give it a read.

Thanks!  What's your experience?  JIM.

Sunday, July 27

The Three P's of Personal Branding

It takes a lot to build your personal brand, every thing you do adds up to your total package.

My series at Entrepreneur is almost over ... this article is about putting the three P's together and attempts to start to sum up the topics discussed.

Click here if you'd like to give it a read.

What's your experience?  JIM.

PS - Here's another great article that drafts off of my series at Entrepreneur, but adds some more texture.  I love it!  Click here to read it!

Thursday, July 24

Cheerios - #HowToDad

Now admittedly, there are a few flaws in this piece of marketing from Cheerios ... but this is one of the best representations of modern fatherhood that I have ever seen coming from a brand.  It's raw, it's fresh, and it's thorough.  It shows the complete picture of what it's like to be a Dad, from a brand that's all about childhood ... Cheerios.  It was a staple when my kids were young, that's for sure.

After years of bashing Dads, we've seen a trend happening where brands are embracing the role of Dad in the household ... in this case he's the primary caregiver, supporting the kids and the Mom.  To be totally honest, when my kids were this age, Dads were not represented in this manner.  Quite the contrary, and it got quite annoying.

It's awesome to see brands break out of what was the norm ... in an impeccably written story.  You just gotta see the narrative, as woven by Cheerios, for #HowToDad:

My favorite part:  When a rule is broken, we are the enforcement, but when a heart is broken we are the reinforcement.  I couldn't have said it better myself.

This is long form video, meant to be shared online.  There are also :15 second versions which I imagine may end up on broadcast and in online paid media.  They're troublesome for me, but that's ok, and the product integration is a little forced at the end.  But there's no doubt that the overall story is inspiring and real, and for that I want to thank the brand.

Thank you for representing me, for representing us.  Real Dads who do work work and home work.

British Airways - Look Up

I was at a conference this week where we were reviewing great creative from around the world ... particularly great creative that is fueled by technology.

There was one example that I thought was particularly interesting.  Yes, sure, the technology was very cool.  It made for a great experience.  But great creative is rarely about just the technology itself, it's almost always about the insight.  The technology simply enhances the story that brings the insight to life.

It's a cool installation from British Airways, where a billboard in London disrupts its current messaging to show a little boy looking up at a plane flying by and identifying where it's headed.

I can remember as a little kid, looking up at the sky to see a plane, wondering where it was headed.  Wanting to be on it, wanting to go to where ever it was headed.  It was curiosity and escapism at its finest.

The brand has captured that insight, with a creative expression that uses innovative technology.

Perfection.  Give it a look:

By the way, it also got a lot of social traction as pedestrians took videos and screen shots when the planes would fly over and then posted/shared them on their networks.  Great creative is designed to disrupt and get shared, and this certainly does that.

Also a pretty clever way to get a brand message in there as well, without being too product focused.  It becomes very clear that British Airways flies to a lot of international destinations.

What do you think?  What's your experience?  JIM.