This month’s winner in the “I thought of that years ago but dang it, someone actually did it!” category is the Adult Beverage Company. Let’s see if I can explain this without getting too complicated:
Chocolate milk + vodka = Yum!
Still with me?
Yup, another wonderfully simple idea hitting the big time, growing in leaps and bounds, getting widespread press for a cute little idea. Let’s hear it for the two mixologist-moms who cooked it up in their kitchens after livening up their kids chocolate milk after the little ones went to bed.
Further proof that the best ideas are sometimes right in front of your face and almost always super simple. Executing them? Now that there’s the hard part.
The first step is the biggest. After that, just keep your feet moving and soon you’ll be running.
And I have heard that chocolate milk is a good recovery source when you sweat…
Friday, January 21, 2011
Friday, January 7, 2011
Keep your friends close and your data closer
Being a marketer means having a love-hate relationship with data.
I love the way data helps us better understand what the hell our brands really are and how they stack up against competitors. I love the way data can tell us what’s going on in the heads of our consumers.
Data helps us formulate the right strategies to create the right target-facing articulations of those strategies, without which we’d be making art or art’s sake instead of intelligent, focused art, and for that reason alone I would bow down at the data throne.
But as someone responsible for creating the communications that will best engage with and convince consumers, I’ve spent a lifetime ruing the potentially damaging effect data can have on a powerful (and usually therefore polarizing) piece of communication. As well as the hold it can have on tentative clients; smart people who can get freaked out by what’s at stake, and use data as a crutch to take the road most travelled and fall back on safer (and usually less engaging and convincing) executions.
I’ve always tried to treat data as the two-faced friend in high school who I never allowed out of the corner of my eye. Helpful with schoolwork, great to have in a nonsensical conversation, full of the kind of gossip and information that would make me think, “I never would have thought of that myself.”
But also talking about me behind my back. Telling people things about me that they may have interpreted incorrectly or stretched into truths that didn’t really exist. Being wary. Very wary…
If only we employed data just for fun/goofy purposes, using wonderful facts and figures for daily conversation fodder, like the recent stats on Facebook relationships (sad to see seven million more people becoming single vs getting married).
But as long as there are products to brand and sell, there will be data.
So go ahead, crunch the numbers, hug them, smother them with affection. But just in case, remember to keep your friends close, and your data closer.
I love the way data helps us better understand what the hell our brands really are and how they stack up against competitors. I love the way data can tell us what’s going on in the heads of our consumers.
Data helps us formulate the right strategies to create the right target-facing articulations of those strategies, without which we’d be making art or art’s sake instead of intelligent, focused art, and for that reason alone I would bow down at the data throne.
But as someone responsible for creating the communications that will best engage with and convince consumers, I’ve spent a lifetime ruing the potentially damaging effect data can have on a powerful (and usually therefore polarizing) piece of communication. As well as the hold it can have on tentative clients; smart people who can get freaked out by what’s at stake, and use data as a crutch to take the road most travelled and fall back on safer (and usually less engaging and convincing) executions.
I’ve always tried to treat data as the two-faced friend in high school who I never allowed out of the corner of my eye. Helpful with schoolwork, great to have in a nonsensical conversation, full of the kind of gossip and information that would make me think, “I never would have thought of that myself.”
But also talking about me behind my back. Telling people things about me that they may have interpreted incorrectly or stretched into truths that didn’t really exist. Being wary. Very wary…
If only we employed data just for fun/goofy purposes, using wonderful facts and figures for daily conversation fodder, like the recent stats on Facebook relationships (sad to see seven million more people becoming single vs getting married).
But as long as there are products to brand and sell, there will be data.
So go ahead, crunch the numbers, hug them, smother them with affection. But just in case, remember to keep your friends close, and your data closer.
Tuesday, December 28, 2010
A great idea in need of resuscitation
I’ve spent a lot of time in Los Angeles over the past 20 years, and I’d argue that LA is the least normal city in the world. In a wonderful, check-out-my-latest-face-lift, don’t-my-fake-boobs-look-natural kind of way.
The home of plastic surgery and plastic people, LA is also home to Skeletons in the Closet. A perfect name for any kind of store in a city where dirt is gold, but when it’s a shop run by the LA County Coroner, it’s even more perfect.
Lunch coolers and travel mugs with the Coroner’s logo, welcome mats and beach towels with chalk outlines of a body…lots of fun stuff. They even have a web site.
It’s an ingenius way of thinking outside the body bag to make a few extra bucks.
Problem is, they’ve been losing money, mainly because they’ve been selling the same merchandise for a while (most likely to the same people).
Won’t you help?
Please buy some dead guy stuff. Or better yet, send them some ideas for new stuff they could sell.
Embalming fluid as a hangover cure to bring you back to life after a rough night? Specials for couples like body bags for two? Or maybe rentals for a half hour on the slab?
One side note: This New York Times article mentions how Skeletons was created, but I’m betting whoever came up with the idea was watching Night Shift at the time. Bill Blazejowski, where are you when we need you?
The home of plastic surgery and plastic people, LA is also home to Skeletons in the Closet. A perfect name for any kind of store in a city where dirt is gold, but when it’s a shop run by the LA County Coroner, it’s even more perfect.
Lunch coolers and travel mugs with the Coroner’s logo, welcome mats and beach towels with chalk outlines of a body…lots of fun stuff. They even have a web site.
It’s an ingenius way of thinking outside the body bag to make a few extra bucks.
Problem is, they’ve been losing money, mainly because they’ve been selling the same merchandise for a while (most likely to the same people).
Won’t you help?
Please buy some dead guy stuff. Or better yet, send them some ideas for new stuff they could sell.
Embalming fluid as a hangover cure to bring you back to life after a rough night? Specials for couples like body bags for two? Or maybe rentals for a half hour on the slab?
One side note: This New York Times article mentions how Skeletons was created, but I’m betting whoever came up with the idea was watching Night Shift at the time. Bill Blazejowski, where are you when we need you?
Friday, December 17, 2010
Today’s great ideas are tomorrow’s wrinkles
When I read about an intriguing new idea it makes the corners of my mouth turn up and my eyes scrunch just a bit in a happy little salute. This happened the other day when I read a New York Times article on some of the New Year’s Eve tie-ins on Times Square.
Lip soother and kiss enhancer Nivea is a natural sponsor, giving out thousands of samples in preparation of thousands of midnight kisses.
Document company Cintas’ clever Good Riddance Day on December 28 gives people the opportunity to shred documents they want to forget about from the previous year. A woman from Tennessee won a trip to New York to be the first to shred: she’ll say Good Riddance to her medical bills from a life threatening operation in 209 that she paid off in 2010.
Smart, compelling, fun, relevant.
The only thing better than hearing about great ideas is watching them come to life in the very best possible way. Which makes me think of Waterford Crystal’s sponsorship of the ball that drops every year. No logo on it, people; they’ve just done a great job of popularizing the connection over the years. Now it fees like no other crystal is worthy of the Time Square ball.
A brilliant tie-in that’s incredibly well known with minimal promotional efforts. We should all be so lucky.
Lip soother and kiss enhancer Nivea is a natural sponsor, giving out thousands of samples in preparation of thousands of midnight kisses.
Document company Cintas’ clever Good Riddance Day on December 28 gives people the opportunity to shred documents they want to forget about from the previous year. A woman from Tennessee won a trip to New York to be the first to shred: she’ll say Good Riddance to her medical bills from a life threatening operation in 209 that she paid off in 2010.
Smart, compelling, fun, relevant.
The only thing better than hearing about great ideas is watching them come to life in the very best possible way. Which makes me think of Waterford Crystal’s sponsorship of the ball that drops every year. No logo on it, people; they’ve just done a great job of popularizing the connection over the years. Now it fees like no other crystal is worthy of the Time Square ball.
A brilliant tie-in that’s incredibly well known with minimal promotional efforts. We should all be so lucky.
Thursday, December 9, 2010
Riddle Me This
What’s a five letter word for “incites?”
I don’t know, because I’m not a crossword puzzler, but give me a little time. Trying to figure it out could help me land on a great answer to my next big conundrum.
Courtesy of Northwestern University (Go Cats) via The New York Times comes compelling findings concerning the power of puzzles to help people solve other challenges. Good news for those of us in the business of convincing people to trust their creative instincts and use them to solve problems in unconventional ways.
For all of you out there thinking about how to solve your current vexing challenge—I’m talking to you, marketers, cosmetologists, cosmonauts, animal husbandry professors, pizza twirlers and highway surveyors—yes, all of you, anyone in the business of coming up with ideas: take heed. This is a shot across your bow if you don’t believe in the power of using creative solutions to get to new creative solutions. Getting your brain into the ready state to show it’s stuff. Drawing order from chaos.
The next time you march into conceptual war, arm yourself with some unconventional yet highly effective tools of the trade: A good knock-knock joke, or a tough Sudoku. Get your synapses into a positive mood. According to these wily Wildcats, it’ll lead to better problem solving.
I don’t know, because I’m not a crossword puzzler, but give me a little time. Trying to figure it out could help me land on a great answer to my next big conundrum.
Courtesy of Northwestern University (Go Cats) via The New York Times comes compelling findings concerning the power of puzzles to help people solve other challenges. Good news for those of us in the business of convincing people to trust their creative instincts and use them to solve problems in unconventional ways.
For all of you out there thinking about how to solve your current vexing challenge—I’m talking to you, marketers, cosmetologists, cosmonauts, animal husbandry professors, pizza twirlers and highway surveyors—yes, all of you, anyone in the business of coming up with ideas: take heed. This is a shot across your bow if you don’t believe in the power of using creative solutions to get to new creative solutions. Getting your brain into the ready state to show it’s stuff. Drawing order from chaos.
The next time you march into conceptual war, arm yourself with some unconventional yet highly effective tools of the trade: A good knock-knock joke, or a tough Sudoku. Get your synapses into a positive mood. According to these wily Wildcats, it’ll lead to better problem solving.
Wednesday, November 10, 2010
Up with Employees!
People who are ahead of their time are national treasures.
Danny Meyer, one of my two professional heroes (Steve Jobs is the other), is a great example. And it has nothing to do with his restaurants, which make some of the best food in the world and have hosted some of the most memorable meals of my life.
In fact, for a man who’s been made famous by his restaurants, I’d argue that his cuisine isn’t revolutionary. Just amazing. It’s his business thinking that’s visionary.
I was reminded of Danny Meyer’s exceptionally ahead-of-its-time thinking when I saw this article in Ad Age, extolling the virtues of employees and the value they can bring to a business. Especially in times like these when consumers mistrust corporate entities. Hence the success of companies like Southwest Airlines, where the employees are the company.
Danny Meyer has known and practiced this since the day he opened the doors of his first restaurant, Union Square Café, in 1985.
He has long professed that his employees, not his customers, are the most important people in his restaurants. His theory on “51 percenters” is an incredibly insightful way to look at hiring and running a business.
Any way you can share in Danny Meyer’s genius is a good way. If you’re ever in NYC, check out one of his restaurants. And when you get a chance, check out his book, Setting The Table (Ad Age should’ve checked it out before they published their article). So many great applications to business and to life. Extremely satisfying, and a lot less fattening.
Danny Meyer, one of my two professional heroes (Steve Jobs is the other), is a great example. And it has nothing to do with his restaurants, which make some of the best food in the world and have hosted some of the most memorable meals of my life.
In fact, for a man who’s been made famous by his restaurants, I’d argue that his cuisine isn’t revolutionary. Just amazing. It’s his business thinking that’s visionary.
I was reminded of Danny Meyer’s exceptionally ahead-of-its-time thinking when I saw this article in Ad Age, extolling the virtues of employees and the value they can bring to a business. Especially in times like these when consumers mistrust corporate entities. Hence the success of companies like Southwest Airlines, where the employees are the company.
Danny Meyer has known and practiced this since the day he opened the doors of his first restaurant, Union Square Café, in 1985.
He has long professed that his employees, not his customers, are the most important people in his restaurants. His theory on “51 percenters” is an incredibly insightful way to look at hiring and running a business.
Any way you can share in Danny Meyer’s genius is a good way. If you’re ever in NYC, check out one of his restaurants. And when you get a chance, check out his book, Setting The Table (Ad Age should’ve checked it out before they published their article). So many great applications to business and to life. Extremely satisfying, and a lot less fattening.
Wednesday, November 3, 2010
Chia Pests
I hate bad puns but I love great ideas.
So it’s with mixed feelings that I send you to this article in the New York Times. You’ll see for yourself that smart, less expensive ideas are still alive and well.
It didn’t hurt that the only client guidelines in this case were to “make it fun and engaging.” That’s every idea-thinker-upper’s dream direction.
And you’ll also see that having less money can sometimes mean taking on greater potential risk. It’s the point of this story. And the fact that this client was ultimately willing to take that risk paid off for them.
But this idea was also extremely relevant and incredibly strategic, and that’s the best part. They captured the moment in a way that highlighted their product and got attention in a good way.
That’s nothing to poo-poo.
So it’s with mixed feelings that I send you to this article in the New York Times. You’ll see for yourself that smart, less expensive ideas are still alive and well.
It didn’t hurt that the only client guidelines in this case were to “make it fun and engaging.” That’s every idea-thinker-upper’s dream direction.
And you’ll also see that having less money can sometimes mean taking on greater potential risk. It’s the point of this story. And the fact that this client was ultimately willing to take that risk paid off for them.
But this idea was also extremely relevant and incredibly strategic, and that’s the best part. They captured the moment in a way that highlighted their product and got attention in a good way.
That’s nothing to poo-poo.
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