All posts by inoted

I work for a london brand experience agency, Imagination, in their Digital Comms department. I am responsible for delivering strategy and constructing narratives for/with brands. And making them happen in a digital environment - online or offline.

Cool Brands?


brands.jpgThe latest Cool Brands survey has been published, and here are the top 20/87  cool brands in the UK.
1. Aston Martin
2. iPod
3. YouTube
4. Bang and Olufsen
5. Google
6. Playstation
7. Apple
8. Agent Provocateur
9. Nintendo
10. Virgin Atlantic
11. Ferrari
12. Ducati
13. eBay
14. Rolex
15. Tate Modern
16. Prada
17. Lamborghini
18. Green & Blacks
19. iTunes
20. Amazon

Want to know the definition of a “cool brand”?

“CoolBrands are brands  that have become extremely desirable among many leaders and influencers. They have a magic about them signifying that users have an exceptional sense of taste and style.” Apparently only 5% of those even considered qualify,  however you have to be slightly suspicious when the only media owner represented is The Times (hmmm, well known bastion of cool?) and astonishingly one of the members of the Council of Cool works for them , ditto O2 – for my money Virgin is far cooler on the logo alone. I could go on in this cynical vein but I won’t.

I used to work at Channel 4. We considered ourselves to be the coolest body on the planet. Even at the time I knew it wasn’t true, if I believed it I’d still be there, no? But I also knew that there is a certain atmosphere that meant that it was kind of true. And that atmosphere gave us a chutzpah which meant we were prepared to take risks and be creative within our brief. It made us proud to work there and it made it fun and it ensured that (by and large) we all believed in what Channel 4 was about and why we were there.

It’s the same at Imagination but I won’t go on about that because…. enough already. 

It’s more important that you enjoy your own working environment and believe that what you deliver is cool than it is that  a group of PR agents and self-appointed pundits say that you are cool. Whether you work for a small careers publisher or Agent Provocateur. So I am not going to write my own list of cool, which would be the natural progression of this piece. After all, what do I know any more than these guys?

And remember, unless you are Timothy Leary or Bishop Desmond Tutu, there is always someone cooler than you.

Britney


Her return was crap. We’ve all seen it on YouTube and it’s such a lack lustre performance that I would say she is either drugged or depressed and probably both.

And it should come as no surprise to anyone – the brand of Britney has never been more than surface – it’s never been about her personality it’s just been about her as a blonde bland that the trend of the moment can be projected onto. Unfortunatley her brand managers seem to have lost their way and they appear to be flogging a dead horse. There is no question of Britney taking this depression and “come back” as an opportunity to do something new because none of this is coming from her head nor really from the head of the people managing her. They only know how to do something (someone) one way and they are not interested in her being herself because they can’t control and monetise that, or so they believe. Because they are not interested in her being herself there is no chance that she will reinvent herself and no chance that they will reinvent the Britney we know and love either qed in that terrible performance and frankly mediocre song she performed at the MTV awards.

In this she is the antithesis of Madonna who absolutely understands that you can’t stand still in self-expression and who always keeps in touch with the edgy street style that eventually translates into the mainstream of media and marketing. 

It’s sad that she is being exploited not only so ruthlessly (the girl needs a shrink or a good telling off) but in such an amateurish fashion. Both the person and the brand are dying up there on stage for all to see.

I’d like a gorilla with my chocolate


Gorilla looking pensiveYou would have to be a dedicated tv refusenik not to have seen the new Cadbury’s ad. But just in case you’ve been on Mars or otherwise outside the plannersphere I have provided a handy link below-

http://www.aglassandahalffullproductions.com/

It features a gorilla drumming to Phil Collins’ “I can feel it coming in the air tonight”.

And why would a drumming gorilla be the perfect expression for Cadbury’s? Well as Jack Donaghy (Alec Baldwin) said on 30 Rock “I’ve got two ears and a heart, don’t I?”. The emotional nature and the slightly cheesy rep of the music combined with the sheer strangeness of the gorilla’s serious enthusiasm communicate exquisitely the essence of Cadbury’s Dairy Milk, “a glass and a half of pure joy”.

What is so brilliant about this ad is that it takes the essential brand DNA of Cadbury’s, pushes it through the prism of creativity and comes up with something surprising yet completely on the nail. And because the idea stays true to the brand, it works.

That’s what we did with Where Are The Joneses? You wouldn’t expect to see an online comedy about sperm-donor siblings associated with Ford, but that’s exactly what Where Are The Joneses? is. More than that it has opened a conversation between Ford and the public, because the website users actually wrote the comedy for us, and we responded. Oh enough trumpet blowing already, I know, I know, it’s not allowed.

It will be interesting to see the shape of the evolution of the Cadbury’s ads, to see how they are going to pursue a conversation with us.

i-phone love. Steps to convergence


I had the chance to play with an iPhone last week when the creative director of the NY office came over to visit Store Street. It truly is a thing of beauty as I think others of us have already noted. But what is really exciting me is that sites and experiences are already being developed specifically for the iPhone – for instance the new Netvibes interface and upcoming Facebook customised site. This is because the iPhone is unique in it’s interface to the web, it finally makes the web usable on a phone. So all you need to do if to get really great content to an iPhone is create a fairly straightforward website.

This is exciting because where iPhone leads the other mobile phone manufacturers will follow, the market has been proven. And creating phones that effectively browse the web, rather than having to download games and applications, means no morre “65 versions of the same game for 65 different network and phone model combinations”. This could take us one giant step further towards true convergence.