Wednesday, July 30

SKYY Vodka - Social Norms

SKYY Vodka released a new "campaign" recently, teaching us modern day drinking etiquette

The brand is using a quirky character to send us simple little messages about our social activity when drinking.  Little character flaws that many of us will recognize.  "Creative" aside, it's an interesting campaign meant to get us all talking about our own behavior.

Like putting the phone down and paying attention to who we are with.

Like not texting while drinking.

Even on tipping the bar tender.

The brand is clearly trying to make these videos go viral, which they very well may.  It'll be interesting to watch the mix of media they end of using to get traction ... I saw one on Bravo last night.   Videos don't go viral on their own, unless of course Jimmy Fallon picks them up, and as a brand you have to make even that happen.

I think it's interesting to see a brand take on social behavior and social norms, especially on a topic where the norms have changed so much.  Bar culture has evolved with the new generation, and with hand-held technology.  We are with both the folks in front of us as well as the folks networked on our smart phone.  It's an interesting clash of social circles, when you really think about it.  SKYY is asking us to think about it.

Is it acceptable to be texting while you are with your friends?  Should you even have your phone "out" when you are "out?"  What do you call your bartender, and do you need to have a "relationship" with him/her?

Here's a brand throwing themselves into the conversation, by sparking the conversation ... a conversation that is perfectly appropriate and very timely.

What's your experience?  JIM.

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.