Major events of 1969 include the inauguration of Richard Nixon, the moon landing, and Woodstock. It was a time of profound change and cultural transformation. Quick. What was the most popular song in 1969? Surely something by the Beatles, who released Abbey Road that year, or at least the Rolling Stones, right? Nope. It was […]
What does a whole-brain brand look like?
What does a brand that fully embraces both left- and right-brain thinking look like? (Okay, besides Apple.) Warby Parker, an upstart eyewear company, has created an exceptionally smart, integrated, whole-brain brand. In just over a year, WP has emerged as a cult fashion resource, a force for good in the world—and a great place to buy a monocle. Here’s how:
How foolish and self-destructive can you get?
No, not Charlie Sheen. It’s Dove, the personal care brand. If you’re female, you know it and quite likely have a soft spot in your heart for it. With its Campaign for Real Beauty, Dove has for years taken a stand against the toxic media messages that make girls and women feel bad about their appearance. You know, the messages that make you feel you should be ashamed unless every part of you is model-perfect.
Like your armpits. Huh? That’s right, your pits. They’re ugly. But don’t worry, there’s a cure for your secret source of shame. Dove deodorant! Specifically, Dove Ultimate Go Sleeveless. That’s right, Dove. Champion of self-esteem for girls, champion of real beauty. Dove, producer of short films like this:
Bach to the future!
Brands advertise to stand out. They advertise on TV, which dwarfs other media in cost, because it offers the opportunity for impact through sight, sound and motion.
So why do most ads end up sounding alike, literally? Given the high cost and the huge opportunity, why do marketers use such a limited range of music?
Connecting for beauty
Most social media-driven crowdsourcing efforts leave me cold, I’ll be honest. The wow factor of the mechanism or the participant count often seems more impressive than what’s actually being done. So I was quite skeptical when I clicked on a recently released TED talk by composer Eric Whitacre about his virtual choir initiatives. As a lifetime alto, though, I was intrigued. I dare you to watch this and come away unmoved.