Viral advertising is a crap shoot as most ‘viral’ ads are made on a shoestring budget on purpose. They are cheap and nasty and in most cases they don’t really do much for the brand they’re trying to promote, at the best they supply a mildly entertaining video clip for people to enjoy and forget.
But now “Tah Dah” and please a round of applause for this effort. Ooops I nearly forgot go and check out this viral ad for the new Samsung Omnia i900. This baby rocks and is more on the money. A great production and a welcomed twist in the usual Gizmodo-type gadget unboxing video.
In PR land if there was to be a high noon between Obama and McCain the quickest shot would be Barack Obama. His public relations and marketing team is a class apart and very very quick on the draw.
Take as an example the the McCain interview with Politico in Las Cruces, N.M which is a nightmare public relations moment for John McCain. When asked how many houses he owned John McCain said “I think — I’ll have my staff get to you”
Boom he was gone.
The correct answer is he owns at least four houses , located in Arizona, California and Virginia and Newsweek has estimated with condo; etc he owns at least seven properties.
Now news is starting to surface that about the spending habits of the McCain’s. Apparently (“Cindy McCain charged as much as $500,000 in a single month on one American Express card and $250,000 on another”)
All this against the backdrop that apparently McCain’s passion is “wasteful spending “.
As a Canadian with little understanding of American politics how can someone oversee the housing crisis when he doesn’t have any day-to-day concerns about his own mortgage? Or mortgages, as the case may be? How can this person set tax rates for the middle class? All of that is implied, I suppose…
Brothers and sisters in PR … make sure you .. very quickly – YouTube:
This was posted in less than 2 hrs after the story broke. Obama’s team is fast.
Barack Obama’s team gets it.
BRANDS AND NAMING
Naming is an art that all of us have tried to figure out. It’s a brand strategist’s nightmare. When it comes to choosing a name we all want to know what works best – should the name be literal, evocative, new, or a historical allusion?
As I said naming is art, craft and magic. To find that perfect name learn from the past and use these 6 classical essential naming styles that will help you find that perfect name. (They all have a cost so beware!!)
Enjoy them and you’ll be on your way to winning the naming game.
THE CLASSICAL 6 NAMING METHODS
Descriptive names describe a brand’s offering. Salesforce.com is a good one. Its straightforward and self descriptive. My tip is use a descriptive name when developing a suite of offerings under one larger brand or company name.
Suggestive names imply a market position (or positioning attribute) Yakking away on your cell phone and online is absolutely evocative of twittering. Twitter gets my vote. The benefit of “suggestive naming” is that it allows one to be more evocative or emotional opportunities.
Now this is an odd one- hopefully you don’t choose something to obscure. When you use a metaphorical name what is happening is the brand is being directly compared to seemingly unrelated subjects. Jaguar wins my vote. When using metaphorical names, it’s a great way to imbue a car brand in this case Jaguar, for example, with the attributes of a jaguar that is full of grace and sophistication.
Kodak gets my vote. It’s a new word and .why not create a new word? (PS just have a big budget to explain what its attributes are) Ps: One way to make this a success is to add morphemes—the smallest unit of language that carries meaning into the name.
Historical names work best when the brand has a heritage allusion or reference. If your brand has equity in its heritage, use it but do it carefully. Historical characters have skeletons in the closet. Consider the name of the founder, or the first product ever launched. This method often has great “legs” and allows for meaning to be unpacked for years. Voyageur gets my vote- I can see the canoes with strong reliable finding a safe passage.
Apple is an example of and arbitrary brand with developed distinct characteristics. Arbitrary brands take time and cost a lot of money and these names have almost nothing to do with the brand’s position in the market, nevertheless, people will make meaning of it by connecting your name with what the brand does . Arbitrary names are among the most legally defensible.
Good luck with your naming.. email if you have trouble. TR