Wednesday, March 14

Apple Australia’s First Dance

Australia recently passed Marriage Equality, one of the last nations to do so. It was a massive communal effort to persuade the vote, and it worked. And there were a lot of brands involved leading up to the historic moment, and then celebrating after wards.

Apple Australia was one of them.

Here’s a film that the brand put together as part of that celebration, highlighting couple’s “first dance.” All shot on an iPhone X....

That was the long version, but the brand also ran a series of shorts...

Well done, Apple! A brand that’s a part of our lifestyle helping to celebrate a simple tradition that now all can enjoy.

What’s your experience? JIM.

PS - In honor, I just have to post this song released before Marriage Equality was passed in America. It’s also featured in the playlist from my book.

Tuesday, March 13

Lacoste Endangered Species

The infamous Lacoste icon that has proudly had its place on the classic polo for decades now is taking a very important back seat to make a very important point.

Lacoste just launched a new limited edition (very limited edition) series where the featured icon is replaced with one of ten endangered species. And here’s the hook...the brand only produced as many shirts as their are animals left on the planet. So literally only dozens of each shirt. A total of only 1,775 shirts.

Created in cooperation with The International Union for the Conservation of Nature, the line premiered at Paris Fashion Week in February, and sold out immediately online as you can imagine. But remained around long enough to make its impact.

Classic. Iconic. Conscious. What’s your experience? JIM.

Sunday, March 11

Spectrum Innovation — Feels Very Familiar

I did some binge watching on demand this weekend and a new spot from Spectrum (my cable provider) kept popping up. It felt oddly familiar, right from the first screening.

Then I realized it was familiar because it was Ellen’s voice in the video. Ah, got it.

But no, it’s more familiar than just that. I feel like I’ve seen this before, at least on some level. Is it this year’s Microsoft commercial with Common that makes it so familiar?

No, not that. Ahhh, I know! I have to reach way back to 1993 to remember why this feels so familiar. From AT&T and their infamous “You Will” campaign. Predictions for what will come true in the future...many of which have come true!

Yes, that’s it. What’s your experience? JIM.

Thursday, March 8

Ice Cream for $.80 - Just for Women

Every one thinks that marketing is only for the big brands, but that couldn’t be further from the truth. By observing the marketing activity of the big brands, and then applying it to our own small business, we can make great strides in establishing a powerful brand equity, some engaging messaging, and a strong emotional connection with our consumers.

It’s what I talk about in my book, The Experience Effect for Small Business. 

There was a recent example coming from a small business in New York for a recent special occasion that proves my point perfectly.

In honor of International Women’s Day, an ice cream parlour in Brooklyn ran a special promotion for an $.80 scoop of ice cream. But only for women, specifically the first 50 women that entered the store that day.

Big thinking. Small budget. Strong emotional effect.

The $.80 represents the pay gap between women and men, meaning that the average woman makes only 80% of what a man makes. Hence the $.80 scoop, but only for women. Only for the first 50 women because this is a small business with a small budget joining a big conversation. And their building a powerful brand in the process.

Go SMB! What’s your experience? JIM