The semantic blog

The coolest toilet

Wed, 06 Aug 2008 10:46:00 GMT

This is an announcement that a Swedish company launched as a viral marketing campaign ... Globally, The most successful viral ad in the field of toilets (almost 2 m views).

Perhaps those who are reading remember the blonde, the "talc", the minimalist bathroom design... But does anyone remember the brand? ... It's CWS!

Can this campaign be considered a successful one? Did they sell more? Will the Swedish girls continue going to the bathroom to powder their noses?

Aurora by Mozilla Labs

Tue, 05 Aug 2008 15:41:00 GMT

Aurora is a concept video exploring one possible future user experience for the Web, created by Adaptive Path as part of the Mozilla Labs concept series.

Aurora (Part 1) from Adaptive Path on Vimeo.

Need your support!... The brand new Allegro 234 webpage

Fri, 01 Aug 2008 14:25:00 GMT

On September 1st we will officialy launch our new webpage... However, it's already online and you may visit it and leave your comments... I hope you like it!

BTW... you may also...

Leave a messages/comments
Send to a friend
Download articles
See videos and presentations
Know what we do
...

Also, during the next weeks and months, the site will be evolving...

Thanks & cheers!

Exquisite Vodka & Frank Gehry

Tue, 29 Jul 2008 10:03:00 GMT

Pernod Ricard has an invaluable collection of major brands among which there are 15 who excel… and one of them is Absolut Vodka.

Some time ago, Absolut launched Level, its premium brand. Now, Pernod Ricard launches Wyborowa Exquisite as super-premium brand with a bottle created by Frank Gehry. He merged Polish tradition with vanguard. To do that, Gehry (Guggenheim Museum, Walt Disney Concert Hall ...) traveled to Poland in search of inspiration.

Exquisite has already won 25 gold medals.

If I’m the Absolut brand manager, I would be somewhat concerned.

The Webjam paradox ... Thinking aloud

Wed, 16 Jul 2008 12:06:00 GMT

After the resent Webjam’s news (I repeat, all of them extremely good), I began to think of the "Branded Webjam Services."

Let me give a few steps back and then come back and try to argue my thoughts…

Somehow, Webjam is generating a brand experience that is unique. It is not for everyone, but for a specific tribe.

The Webjamers have different aspirations, promote different contents, create specific formats, however, share an agenda of values and behaviours that emotionally support our decision to join and stay in the system.

Webjam has been explicit in its business model. Surely, they have a call to action idea that makes Webjam a firm and not merely a business, however it is still implicit.

Today, as external “user” audience, there are four ways of being part of Webjam:

The ones who visit an area in particular, even register to a Webjam, though without creating their own Webjam
The ones who have a Webjam
The ones who have a Webjam and are premium members
The ones who are partners with Webjam (corporate)

Each of these possibilities creates a different relationship with Webjam and therefore a different experience.

In the first case, Webjam is something that is there, without further. people are more interested in the contents of the visited site
In the second case Webjam is the brand of reference
In the third case, those with a premium account, Webjam is, but they have the potential to give more weight to their own brands
In the fourth case, Webjam is the messenger; the presence of brand would be low and/or almost invisible. And this is the case of the "Webjam Branded Services"

What I mean by this is that the Webjam brand has different roles. In some cases, corporate brand (for shareholders, employees, investors, media, Webjamers), in others it's a product brand, and in general, Webjam could be an ingredient brand.

And here comes my thought… As ingredient brand, Webjam visibility is low. Take for example a B & Q (UK’s Leroy Merlin). Since his paintings have duPont as an ingredient brand, not only sell more, but also sell better (20% more expensive).

Possibly, if each Webjam, such as Hey!, uses "Powered by Webjam", it could create a win-win situation: Hey! earns more value because the ingredient brand gives greater and deeper meaning, and Webjam too, because its brand would have greater presence. What if, for instance, the templates of Webjam carry this inscription? What if all of us (Webjamers) agree to use the "Powered by Webjam"?

And here lies the paradox… The branded services appear to be "Webjam unbranded"… Premium pages can lose the word "Webjam" in its URL.

The value of a brand on Internet is usually calculated using models such as the "End-Game". This model considers the presence of the brand and investment … It considers topics such as:

Presence in the URL
Presence as an ingredient brand
Presence in each site

I'm talking about Euros!

I buy a computer without a recognised brand, but pay more if it carries "Intel inside". I get out trecking and pay more for a Patagonia’s jacket that was produced with "Goretex"… Pay more for a leather sofa by Natuzzi…

Brand experience are becoming more semantic, are a dialogue. And that is where everyone wins… Surely, the Webjam team is thinking about this… And we, the Webjamers?

I am thinking aloud… just that.

Webjam brand experience evolution

Thu, 10 Jul 2008 23:19:00 GMT

Today I read Yann's post in the Webjam Blog... Great news & congratulations to the Webjam team!...

The main investor renewing trust... which means, more money, more speed, new developments
The good news talking about the "Webjam Branded Services" (a combination of Webjam's award-winning social publishing abilities with the unique replication features in a branded environment)

From my side, in my mind, I merged the branded servicies with the design efforts that the Webjam Design Channel and Hey! are doing, plus the blog page of The Other Side Magazine... The results:

A new Webjam... The semantic template: The idea is to invite friends and Brand 3.0 members to develop their own Webjams using this template

An icon to add to each profile: To the ones that want to be and show that they are part of the Brand 3.0 tribe

(the actual one is smaller!)

The redesign of the WikiSemantic page to additionaly shows the new Webjams that are using the template and RSS of those Webjam's blogs. Also, in this page you will find the permanente link to "The Semantic Template", as well as the "Brand 3.0 icon" to add to your profile (if you want... I wish!)

Being semantic is to share... to build together... A new kind of brand experience... And I hope, a deep and intesive one!... You know, you are invited... and if you want to invite others... they will be welcome!

Thanks Webjam... you're great!... BTW, Kylie, I added your clock to the pages... it's fantastic!

I need your help... This looks scatological

Wed, 02 Jul 2008 20:50:00 GMT

Can anybody tell me what the value agenda of the Evax tribe is...

To me, instead that I'm considering that the women menstruation it's something normal, this looks a little unpleasant... Isn't there any other way to tell this story and create an attractive brand experience?

For surf lovers... Visit Copenhagen!

Tue, 01 Jul 2008 20:59:00 GMT

Quicksilver discovers that part of its tribe is located in Denmark. So, they decided to open a flagship store in Copenhagen... The issue is that they made a viral marketing action to let the Danishes know that they are there!

If you love surf... visit Copenhagen (after the event, it's only a couple of months in jail).

For the Quicksilver's tribe... a huge and unique brand experience...

Regional Branding vs. The "Helfe kann Dir keiner" experience

Sun, 29 Jun 2008 23:37:00 GMT

Regional brands (Country, province, region...) can be used to develop tourism, develop the region (investments, attract people...), and also for political purposes (ideological) or only because is so cool (fashion)...

Probably, one of the best created and managed regional brand is the Australian one... both, from the strategic point of view as well as from the design one
Brands to empower regions should be more complex, however, this kind of event must be leading by statesmen, not politicians (do you know any statesman?)
Tourism regional brands are offering experiences... However, those experiences are based on what people are saying and are not related to people behaviours. The end of this story is that most of these brands show unclear differences
Regarding regional brands for fashion... No comments!... Those are only logos without any understandable content

The issue is that, whatever the situation is, people is beginning to behave as individuals in a fluid non-geographical network, as Alberto wrote in the post Futbol in Oeste (06/28/08... and by the way, a beautiful piece).

In the first picture, one of the brands (the one with the orange arrow) is the Germany brand created by Wolff Olins. He tried to transmit flexibility, evolution, creativity… He also changed the black of the German flag with blue (“it looks better”)… Any experience?

Actually, Wolff is a kind of genius/guru in branding and the German brand was the result of a kind of beauty contest.

I’m taking this example because in 1985 (so long ago) I was living in Germany, to be more precise in Schwäbisch Hall, then I was working with Mercedes-Benz, Siemens… At different time, but same experience.

If I have to synthesise the experience, I would say:

BAP alive in Köln (I feel almost the same experience watching the video)
Kolsch
Maultaschen
Taken by the hand around a US missile base (in the ’85)
Working hard, but slow (’94 to ’97)
Emotive… in a German way… but emotive at the end!

So, the question is, how can a region build a brand experience?... It looks like a beautiful logo, a compelling tagline or both are not enough…

What do you think?

Walk the talk!

Thu, 26 Jun 2008 15:50:00 GMT

As it was written in the 2008 Trend Report, one of the main observed trend shows that there is almost no brand left out there that has not seen its carefully scripted messages torn apart, if not exposed for inconsistencies or broken promises.

During this week in an article talking about China, Contagious' Xtreme Information also talked about the need of brands to walk the talk. They were stronger than other media showing, for example:

McDonald’s Happy Meals targeted at kids in the US and UK come with ‘better-for-you’ substitutes, such as milk and Apple Dippers – but not in China
Subway Sandwiches has launched a ‘Fresh Fit for Kids’ menu, with apple or raisins as a replacement for potato crisps in the US – but not in China
Starbucks is now offering low calorie drinks and better food options for kids in the West – but not in China
In India, Danone is establishing a centre to study diet-related disease following pressure from anti-obesity campaigners – there is no such centre planned for China

For example, consider YouTube... It's uncensored, politically incorrect, invokes debate and propels people's news within hours... A virus infection which is demonstrating that companies do not own and control all their assets, specifically, their brands.

So... In certain way, in this new fluid world, the brand experiences are built or destroyed by us. Companies can and must make their best efforts creating a compelling brand experience... and that takes years... If they do not walk the talk, we are able to destroy that experience in seconds... Years to build, seconds to destroy...

Things are changing so fast and in a fantastic new direction... We are everywhere!... Take care, we are watching you!

The "Mafia of the Marmellata" on the news

Tue, 17 Jun 2008 21:58:00 GMT

Today, the "Mafia of the Marmellata" voted Brand 3.0 as "Design under the spotlight" for a second time... As it was reflected in international media, this situation sounds strange!... so strange!

Seriously now... Thanks a lot!

Social media

Mon, 16 Jun 2008 21:36:00 GMT

This video, comming from commoncraft, focuses on basics of social media: new technology that makes everyone a producer and tools that give everyone a chance to have a say...

This looks like a great way to explain the often complex seeming idea... For the most part, it works as a great metaphor for how social media works today!

Lagavulin = Afterhour...

Thu, 05 Jun 2008 13:08:00 GMT

Lagavulin is a tribal experience. For those who do not know, this is a "orange iodine" malt with a strong and distinctive flavor. In fact it has been chosen to participate in the "Islay Single Malt" as the traditional Scottish malt.

I say it is tribal because it looks, at first sight, a traditional product ... However, those who enjoy the experience are people with behaviors associated with postmodernism. It's the Silicon Valley drink!

It is a drink of Afterhour, "the lions time" and other typical moments that are associated with sports such as rugby, ski or pole.

What's interesting is the "emotional co-branding" produces by the Lagavulin experience... Other brands join and enrich this experience and... eventually define a tribe that, still unknown, shared values and behaviors that could allow them to become good friends ... And after several glasses, this would be even easier ...

It is the tribe:

Malta: Lagavulin
Beer: Guinness (in U.S.: Sam Adams, in Spain: Voll Damm)
Dining: Blue Cheese
Cigars: Cuaba Solomon
Shoes: Martegani
Sports Footwear: Mephisto
Clothing: John Varvatos
Car: Land Rover (and not the coolest UK brand Aston Martin... Interesting too!)
Places: Megeve, Silicon Valley, Scotland
Sports: Ski, Polo, Rugby, trecking (in the Alps...)

All together, this brand blending is creating a time and space that are associated with:

Hedonism
Pleasure
Relax
Life inside
Slow

Are you thinking of trying a new afterhour experience? Will it be the Lagavulin experience? Are you tempted? ... Will you be part of the tribe?

The Madrid branding mess

Mon, 02 Jun 2008 21:34:00 GMT

In Spain, Madrid is a city as well as a region... However, both Governments do not realize that people do not understand this, specifically, when they live abroad. Polititians need urgently a intensive program of branding.

In this fluid world where regions are loosing power (by the way, also polititians) and we as individuals are more empathic with other people because of their value agendas and behaviors, this mess is helping nobody... neither for turist, nor business people, nor inhabitants...

In addition to this, several brands are copies of others... A good analogy for this situation is to consider that we could save a drowned using a lifesaver of mercury (is heavier than lead!)

And this is happening worlwide... Few cities, countries and/or regions have been working in their brands with long term vision, thinking of people... doing branding

We are 100!

Mon, 02 Jun 2008 21:18:00 GMT

I would like to thank all Brand 3.0 members... In three months we are 100!

9 co-editors (still thinking, but finally co-editors)
100 members
1,700 visits
8,000 pages views

Perhaps, now it's time to begin to diseminate this Webjam...

So, I'd like to invite you to invite new members and/or to become co-editors...

A new step to become more semantic!...

Cheers,

Cris

From Barcelona to Buenos Aires

Tue, 27 May 2008 01:52:00 GMT

Thursday in Madrid, Friday in Barcelona ... Monday, Buenos Aires ... Much trip, many experiences.

Past and present memories being made ... Family, friends ... the city.

The interesting thing is that outside of local experiences, strong in all three cities, there are others that are repeated and familiar ... They talk to me! ...

The most prominent is the taste for avant-garde aesthetic that can be seen in day-to-day things both in Barcelona and Buenos Aires ... Geographical distance of 12,000 km ... Many tribes peers, who share values and have not yet been properly introduced!

Again I repeat that brand experiences are a people issue... In this case, so personal.

By the way, this afternoon meeting with Julio ... We'll keep you on the loop!

Trends & Insights in Salamanca

Mon, 19 May 2008 13:34:00 GMT

Last Friday (16.05.08) it was the "Open-day" for the Masters in Corporate Communications at the School of Communication.

Nearly 50 people attended the event, among teachers, students, faculty, students from the master (2007/2008 edition), some doctors and others.

The experience was wonderful (I do not know the class itself... that is something that the others should say). Particularly the best thing happened during the last hour, the time for synthesis.

It was fantastic! These guys not only correctly decode what they heard, but also knew how to give meaning and utility ragarding their potential professional future.

Communicators with a better understanding of business, especially considering trends associated with participation
Journalists who were able to establish an idea of context regarding our world, giving more weight to the forces that create this future today, that the trends themselves
Advertisers who understood the importance of creating honest experiences and that the issue is between people... and not towards people

Possibly some decide to finally make their master, because they have seen the light!... They have discovered the spread of knowledge that can obtain, instead that this had been only a small dose (for testing)... (directors of the program will be more than happy)

For those who already are completing their master, I wish that they could get something extra ...

For the rest, at least, I wish that they have enjoyed that Friday morning... The Kinder chocolate, surely!

This is also building an experience ... And that is trendy! ...

Ice spheres for a unique drink experience

Wed, 14 May 2008 15:30:00 GMT

Taisin, a Japanese company, has introduced that creates ice spheres. The issue is that they discovered that spheres of ice are preferred by serious on the rocks drinkers because the reduced surface size means that the ice melts at a slower pace, keeping drinks from getting watery to quickly.

Bartenders in Japan consistently take home top honors at global competitions because there is an intense devotion to making simply the best drink, of which perfect ice looks like an obvious component.

Axe... Where we met?

Sat, 10 May 2008 15:52:00 GMT

This Axe ad, less "hot" than others (and less macho style), maintains the spirit of the brand ... It shows, somehow, some share codes with its consumers.

It's a good example of how to understand your tribe... As Erich Joachimsthaler tells us in his new book, "Hidden in plain sight"

Axe creates a brand experience to its tribe ... If you do not use Axe is because, even belonging to its target segment, you have other behaviors ... another agenda values... you belong to another tribe...

And... if you don't use deodorant... The story is quite different, specifically for the people around you :)

Eco-Branding... More than chic!...

Thu, 08 May 2008 10:48:00 GMT

As we can read in TrendWatching, over the past few years, we have moved from eco-ugly (ugly, over-priced, low performance alternatives to shiny 'traditional sphere' products and services) to eco-chic (eco-friendly stuff that actually looks as nice and cool as the less responsible version).

Now it looks like we are moving to a new stage... to eco-iconic: "Goods and services sporting bold, iconic design and markers, that help their eco-conscious owners to visibly tout their eco-credentials to peers"

So, it looks like it's time for branding... It's not only a question of chic, iconic and/or whatever... The eco-tribe, in certain way post-modern, is looking not only for fashionable goods. No brand experience left out there that has not seen its carefully scripted messages torn apart, if not exposed for inconsistencies or broken promises...

The experience is build on honest behaviours... Companies have to think, say and act in a consistent way!...

Beware of the clients...We are looking, we are saying, we are their best critics!