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What are brands to you?

November 4, 2011 by krisis

Let’s conduct an experiment. There are no right or wrong answers.

Below are five consumer brand logos, and I want you to just shout out the first word that comes to mind other than the name of the brand.

(Don’t worry if other people are around, they certainly won’t think you are weird.)

(Well, I guess that depends on what you shout.)

Ready?

Got your words? Don’t forget them.

This is a common exercise to run with focus groups, or in training around brand identities.

The last few times I’ve done it, the majority of people have responded to each consumer logo with a noun. It might be the brand’s most prominent product, sphere of influence, or figurehead. McDonald’s gets “fries, burgers, fast food, toys, grease.” Apple gets “iPhone” but also “music” and “Steve Jobs”.

Still remember your words? Say them again. How many are nouns?

Not all brands get nouns every time. Brands spend significant time aligning itself with a particular adjective or phrase. In my session this week, the word cloud for Mercedes was almost entirely “luxury” or synonyms. No one has said “cars.”

(Also, brands in a crisis will get the word associated with their crisis, even if it’s not brand relevant. Right now Johnson and Johnson’s logo might elicit “cancer;” banks logos might get “occupy” or “1%.”)

Say your words again. How many of your words weren’t nouns?

I have discovered that I never, ever respond with nouns. It’s not like I’m trying to be contrary. Nouns never pop into my head. My words for the logos above were: healthy, unavoidable, wasteful, killer, and cohesive. In effect, my associations with brands are about perception, not products or people.

I suspect some crowds are more predisposed to give perception answers over the product answers. I’m sure there are studies to explain it.

For the moment, I’m only interested in you. What were your words?

Before you leave a comment, I have one final brand for you to shout out a word for:

.

Filed Under: branding, Year 12

Don’t you people watch disaster movies?

August 24, 2011 by krisis

I work on the thirty-eighth of forty five floors, and sometimes the floor shakes.

This is the reality of working in a high rise office building. There is not always a reason for it. There seems to be a certain square of carpet positioned half the office away from me that, when walked over with vigor, causes my chair to shake.

I’ve never quite discerned which square of carpet it is, but yesterday a little bit before 2pm I was ready to find it because clearly someone with a little bit of heft to them was jumping up and down right on top of it.

I stood up from my chair.

I kept shaking.

Plan B. Maybe I was having a white-out? I used to have them in high school when my diet consisted entirely of allergy pills and Altoids. The world begins to go white around the edges and you have the sensation you are shaking and try to correct it, but really you weren’t shaking in the first place, except the shaking correction turns into you anti-shaking.

It’s all very confusing. Except, yesterday I didn’t feel confused. Well, I was confused about the shaking, but it didn’t seem to be originating from my person. And I wasn’t seeing white.

Also, I had just eaten a really big lunch.

It was at this juncture that I picked up my phone and tweeted:

Um, did Philly just have an earthquake? Our building is shaking.

Here my cultivation theory kicked in. If life is like the movies, we’ve all seen the disaster movies – we all know what not to do.

I checked to make sure my enceinte cube neighbor was okay, picked up all of my things (people are always going back for their cell phone or laptop), and walked to the doorway to the fire tower stairway, where I continued tweeting. After all, one wall of my cube is solid reinforced glass windows. Not where you want to be in the event of an earthquake or alien attack.

I just watched Skyline. I know what’s up.

Camped out by the stairs it took one swipe through my Twitter stream to see the shaking was not localized to Philly. I noticed mentions from Syracuse and Arlington.

We all know the story from there.

There is a beauty in shared experiences on the internet. And, while a pretty big percentage of people might see a certain television show or comment on a political revolution a world away, nothing tops direct, personal experience with natural phenomenon. Twitter was abuzz for Snopocalypse and it’s been abuzz during our summer deluge of rain.

For an earthquake felt by the entire disaster-deprived northeastern seaboard, it was electrified.

I felt only slightly reassured once tweets identified the source and magnitude of the earthquake was in Virginia. What about aftershocks? Or, what if it was just a pre-tremor tremble presaging the big one?

Also, there was still the alien angle to consider.

Plus, I still had that pregnant co-worker. If this really go down like a real disaster movie my chances of survival as a gawky meta-aware white guy were ever lower with her in the cast.

I have seen 2012.

With our expectant friend safely making her way home our office belatedly made an announcement about our relative safety and encouraged us to do the same.

Everyone in the building ran for the elevators. It was practically an aftershock. Because you totally want to be packed into elevators with 3,000 of your closest friends right after an earthquake. That sounds awesome.

I proceded back to the fire stairs and walked down them. All thirty-eight flights. I emerged from the lobby just ahead of my co-workers who took the elevators.

Then I walked twenty-five blocks. Sure, I could have jumped right on the El near my building. But I thought of people. People on the El are incredible stupid and rude on any day of the week. In the aftermath of an earthquake with the entire city dismissed from work all at once?

I have seen War of the Worlds. I know how that turns out.

I had no interest in being underground with other human beings. I walked to 46th street and waited in beautiful sunlight for the El to carry me home.

Filed Under: corporate, cultivation theory, stories

Philly feeling very Il after Geek Awards

August 20, 2011 by krisis

Still aglow from our outing at last night’s Philly Geek Awards, presented by Geekadelphia – as modeled for the cover story of today’s Philadelphia Daily News by my #blamedrewscancer compatriot and Philly digerati MikeyIl!

Oh hai! @PhillyArtGirl & @MikeyIl as cover models for the Philly Geek Awards. Photo from MikeyIl's Tumblr.

E and I mingled with some of our Twitter BFFs, and spent the ceremony adjacent to the charming crew from KeyPulp and the gorgeous award-winning duo from Talkadelphia.

Also: geeks are fucking hot. Seriously. I don’t think I have ever been to a wedding or other black tie affair boasting as many stunningly attractive and well-dressed people as last night’s event. We need more dress-up geek events in this town, pronto. (We’re already conspiring with KeyPulp on a geek dress-up dinner-party blog crossover.)

Possibly more thoughts later. Also, an interview with The Il himself in the coming weeks.

Filed Under: journalism, parties, Philly, Twitter Tagged With: blamedrewscancer

Grading #TheVoice – Battle Round #2

May 17, 2011 by krisis

Here are my first reaction thoughts to tonight’s The Voice Battle Round!

I made my first notes listening totally blind, although tonight it was easy to tell the voices apart. I then went back for a single watch before picking my victor. I didn’t peek at the judges picks until after I made my own.

Here we go! The rankings I list are based on my original team breakdowns from last week.

.

Team Cee Lo: Tje Austin (#4) against Nakia (#6) on “Closer”

In my original breakdown of Cee Lo’s team I said Tje had a lot of raw awesome, while Nakia was a sweetheart and a showman, but not the best singer.

Did my opinion hold up? [Read more…] about Grading #TheVoice – Battle Round #2

Filed Under: critique, reviews, teevee Tagged With: Recaps, The Voice

Grading #TheVoice – Battle Round #1

May 11, 2011 by krisis

Here are my quick and dirty thoughts on last night’s The Voice – featuring the first intimidatingly-named “Battle Round” between singers. Who really won this first round of fights, and how did they effect the overall standings? My feedback is based on the song and only the song – I didn’t watch any of the backstories, mentor sessions, or judge comments.

.

Team Christina: Tarralyn Ramsey (#2) v. Frenchie Davis (#3) on “Single Ladies” (Watch it!)

I had these ladies ranked one after another on my Team Christina ranking, but in my original draft they were a tie – so this could have gone either way.

If they had pulled a big ballad Tarralyn might have eeked out a win, but on “Single Ladies” it was a blood-bath. [Read more…] about Grading #TheVoice – Battle Round #1

Filed Under: critique, reviews, teevee Tagged With: Recap, The Voice

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