Showing posts with label creativity. Show all posts
Showing posts with label creativity. Show all posts

Tuesday 17 February 2015

YouTube 10th Anniversary: How the Video Streaming Site Changed your Audience Gateways..., hopefully?

On St Valentine's Day, 10 years ago, Chad Hurley, Steve Chen, and Jawed Karim, three former employees of PayPal, registered a new company devised around a simple idea: that there should be one website where people can upload and watch videos.

In an era of increasing media fragmentation, amidst falling TV viewing figures, well-targeted YouTube content provides an unprecedented means of engagement for marketers everywhere.

According to The Atlantic, YouTube is now the third most viewed website in the world, boasting over one million viewers who watch more than six billion hours of footage each month. Each minute, users upload 300 hours of video to YouTube's servers.

Whilst amateurs strike lucky with worrying frequency, it can be a relief to NAMs to realise that 29 of the site's 30 most watched clips are professionally produced music videos.

In other words, the access process is easy, but getting attention requires skillful, creative targeting and professional execution...leading the consumer to NAM-engineered fulfillment at point-of-sale...

Getting it wrong upfront will not matter, in that your YouTube output, if it even floats, will quickly sink without trace. The real pain results from seeing a competitor that has managed to strip their offering down to the bare essentials, and succeeded in touching a consumer-nerve more effectively than available alternatives, race off the shelves....

In an ocean of distracting content, in unprecedented times, the consumer wants simplicity, clarity and a way of buying optimally, with all excess removed...

What else do you think is happening at Tesco?

Tuesday 25 March 2014

Art and the brand - how Mondrian 'made' LEGO into a building block for modernism…

                                                                                                                            pic: Andrew Sullivan
In 1946, Lego creator Ole Kirk Christiansen became the first toymaker in Denmark to buy an injection moulding machine, and began experimenting with cellulose acetate construction blocks.

His son Godtfred Kirk simplified his father’s brick design, perfecting its signature clutch power and switching plastics to the even more durable acrylonitrile butadiene styrene. For his colour palette, he looked to Dutch modernist Piet Mondrian’s Composition series: bright yellow, red, blue, and white. He patented the brick on January 28, 1958, and from that moment only looked forward.…

Given that modernism is based on making ideas new, repeatedly, these unprecedented times provide modernist NAMs with the opportunity to renew their markets and initiatives, over and over again, while others rely on more of the approach that worked in the old days, but is now patently inappropriate…

Likewise, making it new (over and over and over again) is an inextricable part of Lego’s DNA: just six two-by-four-studded pieces can be configured in 915 million ways….

Incidentally, if you are still in doubt about Mondrian and LEGOs’ mutual debt, ask yourself if you will ever again look at a Mondrian, without seeing the LEGO studs…