Many consumers complain that the current selection of movie offerings on Netflix resembles walking the middle of the isle of yesteryear’s Blockbuster where only B-movies and never heard of straight-to-video releases lurk. What Netflix needs is a constant supply of the latest and greatest titles to keep consumers coming back or they may start seeking other avenues.

Striking Deals for Better Content

One of the nagging issues since Hastings made his prophetic comment is that Netflix hasn’t been able to strike enough deals with the likes of HBO and the big movie studios to gain access to the streaming rights for fresh content.

Despite these problems the 14 year old company has had some recent gains by reaching agreements with NBC Universal and CBS as well as acquiring AMC’s  Mad Men. It’s also important to recognize the success of Netflix online venture can be attributed to its ingenious use of algorithms (known as its content recommendation engine) where its vast store of titles are targeted to subscribers unique profiles. And even with its recent price increases many analysts predict the company will continue fair well because of it’s convenient and seamless ability to work on so many platforms. (Android, iPhone, iPad, Xbox360, Wii, PS3, PC and 3DS to name a few.)

Future Bandwidth

As for bandwidth, Nielsen recently estimated the typical customer is streaming around 11 hours of video from Netflix’s website per month. However, that is only based on PC and laptop usage. In Canada, where there are lower bandwidth data caps, users face paying extra ISP charges for going over the limit which is seen as a deterrent for rapid growth. For the mobile devices, Netflix has recently added a feature that allows viewers to change the video quality which cuts down on the data consumption restrictions where wireless carriers such as AT&T have imposed caps.

One thing for certain is the online streaming business is growing exponentially while the industry is still very much in flux. To quote Chris Anderson from Wired Magazine, when a “technology is invented, it spreads, a thousand flowers bloom, and then someone finds a way to own it, locking out others. It happens every time.” Stay tuned for the next technology to possibly upset Netflix…

Just a few years ago the folks at Common Sense Media wrote, “we may think of our kids’ online, mobile, and technological activities as “digital life,” but to them, it’s just life. Their world is as much about creating media as it is about consuming it.” And that in essence is what matters most – much of how kids view their world is through technology.

Generation Z

For kids born after 1998, “known as “Generation Z”,  they know of no life without Internet, ubiquitous cell phones, iPods, iPads, social media or 24/7 entertainment.” They’re also much more brand and fashion conscious at these younger ages.

This axiom holds true when considering how kids are learning and how they are choosing to get involved in activities both online and off.

The Power of Agency

What shouldn’t be surprising are the things kids can do  – and are doing – when empowered to do so. As Melissa Clark-Reynolds, CEO of Minimonos, stated at the Sustainable Brands ’11 conference, “kids need to be given agency”, that is “they need to be given the capacity to make powerful choices and affect the world.”

Minimonos (Spanish for little monkeys) is an online game that challenges kids to think in sustainable terms by rewarding them for doing the right thing. The purpose of Minimonos is “to have a place that embodies core values like sustainability and generosity, without turning those values into a boring lecture.”  What’s more, these kids are looking for authenticity and something that will inspire them – but it has to be on their terms and level of interest.

More than most parents may be willing to admit, a large percentage of today’s kids are extremely media savvy (they totally get it!) and they can detect the insincerity of a website, a social media platform, or any game or program that may be purportedly “designed for kids” but clearly doesn’t understand what motivates and engages them. If any of the content feels like it’s being imposed or is just irrelevant, then it’s summarily rejected. However, if the content has real value where the kids feel empowered to make decisions, are able to connect with other like-minded kids and can realize social status through rewards (gamification) – and it’s fun – then there is a good chance the website/game or social media platform may be a success.

What’s also important is when kids are given this ”agency” it is not to diminish or negate the need for providing safety, structure and supervision while they’re spending time online. “The very nature of their constantly connected culture means kids must understand the concept of privacy so that what they post and create won’t hurt them or embarrass them at some point down the line.” However, as Emily Bazelon writes the The New York Times, “parents and lawmakers are [at times] so worried about protecting our children that they can fail to distinguish between real threats and phantom ones.” The point is to strike a balance between protecting and monitoring kids while also allowing them to find their space online where they can flourish.

A Different Way of Learning

For older kids a shining example of turning a subject that’s often perceived to be boring into something that is engaging are the YouTube learning videos created by Salman Khan. (Now collectively known as The Khan Academy.)  

In part by using gaming and rewards systems as motivation, students can learn from a variety of topics at their own pace and often find that the system works – especially when so many are achieving positive results. What started as pre-college mathematics video tutorials for Khan’s niece and nephews is now, as Khan states, “the world’s first free, world-class virtual school where anyone can learn anything.” He adds that the system isn’t a replacement for the traditional classroom; rather it’s an adjunct for learning where students are encouraged to explore and make mistakes as they learn to master each topic.

Confidence Breeds Action

The key to Khan’s 10 minute video tutorial’s success is his unique style of presenting the material in a straight forward and personal manner without distractions (i.e. not a boring lecture) and where the students can approach the system at their own pace. They can pause, go back and review and then proceed when they have a firm grasp of the lesson.  In other words, instead of getting 75% on a quiz and then moving onto the next level the student can stop, review and go back and fill in these gaps (the missing 25%). The end result equals confident students (with agency) who are now encouraged to take on new challenges.

Empowered Kids Making a Difference

When kids feel empowered they are more likely to be more productive and even take on causes much greater than themselves. Take for example the continuing story of the two Girl Guides who (for the past five years) have been rallying against the makers of Girl Guide cookies to stop using palm oil as an ingredient. The land needed for palm oil production involves the clearing and burning of Southeast Asia’s rainforests which is also the habitat of many endangered species including the orangutan. Through social media campaigns involving Facebook and their website, Madison Vorva and Rhiannon Tomtishen have attracted worldwide attention and even gained support from Jane Goodall as well as The Rainforest Action Network and have thus demonstrated that kids do have the power to make an enormous difference – especially when given the agency to do so.

Addressing Kids on Their Terms

When addressing today’s kids and teens it’s important to understand and recognize that they are immersed in technology unlike any other previous generation. The way they learn is through meaningful engagement which often includes games and social reward systems and it also means they expect a high level of empowerment (or agency) where they are free to explore and make their own choices. Being authentic and genuine is crucial for any online marketer, blogger, or social media platform, etc. – especially now – since these kids are literally everywhere online and can be the best and most loyal advocates/brand ambassadors or conversely, a marketers worst nightmare. The trick is to listen, learn and engage in what these kids are saying (and doing) and then proceed with integrity without being too preachy or presumptuous.

Lars Breneman is planning a vacation to visit his relatives in Germany next year and after reviewing his flight options he’s chosen to fly with Lufthansa. Lars’ decision wasn’t based on any loyalty to his German ancestry, rather he chose the German airline because he’s doing his best to save money – and reduce his carbon footprint. Lars, who lives in Seattle, discovered that Lufthansa has recently begun testing bio-fuels to help lower its carbon emissions, which also means the airline may eventually pay less towards the new EU carbon fees.

The New York Times recently reported, “starting Jan. 1, 2012 the European Union will require all carriers entering or leaving its airports to either reduce their [greenhouse gas - GHG] emissions or pay a charge — whether the airline is United, Air France or Lufthansa… and the “cleanest” airlines will pay less in emissions fees.”

Depending on the size and model of aircraft, airplanes on average spew 244 pounds of carbon dioxide emissions for every mile flown. Source: Blueskymodel.org

For Lufthansa the objective is to become the “driver of change” in reducing GHG emissions with its new biofuels and has estimated a savings of 1,500 tons of CO2 emissions during the recent test period.

On the other hand the US airline industry has taken a different approach having recently filed a lawsuit before the European Court of Justice.

It would be safe to say that the impending fee has caused some friction. “The European Union is imposing this on U.S. carriers without our agreement,” Wendell Albright, director of the Office of Aviation Negotiations at the State Department, said in a recent NY Times interview. “It is for the U.S. to decide on targets or appropriate action for U.S. airlines with respect to greenhouse gas emissions.”

How Long Can the Airline Industry Avoid Being Part of the Solution?

Despite loud protests from the airlines in the US, China and Canada, the issue really stems from the United States defiant position on what proper measures should be for reducing GHG emissions and the true impact of climate change. Since 2005, the EU has been obligated under the Kyoto Protocol to reduce emissions, whereas the US had opted out of the agreement. The fact is, 191 countries have signed and ratified the Kyoto Protocol, therefore all US industry involved in global trade may eventually be facing a future where GHG fees and penalties will have become standard practice.

When asked about the US airlines opposition to the planned carbon fee, EU commissioner for climate action, Connie Hedegaard, commented, “we would have liked to see a global agreement, but for how long can this [airline] sector avoid being part of the solution to the climate problem?”

The First Carbon Neutral Airline in North America.

If only the North American airline industry had emulated the forward thinking approach that the world’s largest seaplane airline undertook starting in 2007.

Harbour Air, based in Vancouver B.C., is today a fully carbon neutral airline.

The 50-plane operation managed the feat by partnering with Offsetters, Canada’s leading provider of carbon-management solutions.

Educate, Inspire and Engage.

According to Senior VP of Marketing, Kari Grist, “Offsetters goal is to educate, inspire and engage its clients.” The six-year-old company starts the process by gaining an understanding of their client’s business, then they find ways to reduce emissions across all areas of the business and finally, in the case of Harbour Air, they will provide certified carbon offsets that will in effect trade-off for the company’s CO2 emissions.

Carbon offsetting is a system that allows businesses and governments to mitigate their carbon footprints by purchasing (third-party verified) credits from qualified sources that absorb carbon emissions. Qualified offsetting projects may also include land-use, renewable energy, (e.g. wind farms, biomass energy, hydroelectric dams) as well as industrial energy efficiency. Most importantly, the money invested in carbon offset projects will only qualify as certifiable carbon offset credits if they are real, permanent and quantifiable – and would not have occurred without the funding.

Offsetters also works with organizations interested in conducting product product life cycle GHG inventory reports which assesses the product from “cradle to grave”. The analysis allows Offsetters clients to grasp their true carbon footprint throughout the supply chain beginning with the sourcing of raw materials to finding ways to streamline the production and manufacturing process. The next step is to improve and reduce packaging and simplify the distribution channel that leads to the consumer and then finally to the product end of life cycle phase where recycling, biodegradation and/or reuse options are then reviewed.

Sharing Stories and Leading the Way.

For Harbour Air, becoming carbon neutral has allowed the 29-year old company to share its story with customers wanting to reduce their carbon footprints. As a result, the airline has seen a 12% increase in passengers – even with a .50 fare increase to cover the offset costs. The airline is now the industry leader and has leveraged its brand equity by boldly “setting the environmental standard for aviation around the world” and by retaining a loyal and dedicated workforce. As reported in the Globe & Mail, the company has offset more than 41,351 metric tonnes of greenhouse gas emissions since Nov. 30, 2010.

If the Olympics Can Achieve Carbon Neutrality – Anyone Can.

When discussing the complexities and costs for a large business to become carbon neutral, Kari Grist was quick to point out the Olympics as a prime example. “If an organization as large and diverse as the 2010 Vancouver Olympics could become carbon neutral, then any organization is capable of achieving its sustainability goals.”

“We strived to make sustainability part of everything we did as an organization,” said VANOC’s CEO John Furlong. “We did our very best to reach our sustainability goals whenever and wherever possible.” The Vancouver 2010 Olympics set the benchmark for the London 2012 Olympics and Sochi Olympics in 2014.

The Price on Carbon is a Driver of Innovation.

The US needs to understand that the rest of the world recognizes that carbon emissions are a liability and come at a cost and that we need to pay for it; or better yet, reduce and eliminate GHG emissions where ever and when possible. As CEO of Offsetters, Dr. James Tansey said, “as citizens, we should reward organizations that recognize a price on carbon is a driver of innovation, a source of significant savings in spending and an investment in the low-carbon economy that is essential to our survival.”

Just as Lars Breneman and many other consumers like him continue to make their purchase decisions based on cost, quality and now sustainability, all businesses will need to shift their mindset from the 20th century mode of linear thinking to the 21st century idea of a closed loop of sustainability. For the US airline industry the time to change is now.

Last week at the Sustainable Brands ’11 conference in Monterey, CA there were some prominent takeaways that many brands (large and small) are now doing as a normal part of business. Being sustainable, which is both environmental and social, has become more than an eco-trend and much more than presenting the consumer with a “green” image.  In fact, green washing is one of several varied terms used to describe businesses that attempt to fool the customer into believing that their products are safe, natural and/or do no harm to the environment. However, today’s mobile consumer is extremely savvy and often are quite cynical. In response to this backlash many businesses are finding that authenticity and transparency are the keys to building successful and lasting relationships with their customers and shareholders.

What was loud and clear to this attendee is that sustainability should be embedded rather than tacked onto existing business practices and that marketing efforts should focus on product quality first rather than any “green attributes”.  The key is to understanding what motivates consumers and one emerging movement is the use of gaming for marketing and product usage purposes. What is referred to as “gamification” is now a major catalyst for changing well-entrenched behaviors and creating new social norms while engaging consumers in fun and rewarding ways.

Many of the large brands that were participating at SB’11 were in agreement that sustainability isn’t just about the perception of being green and doing less harm to the environment. It’s much more than that. It makes good business sense and has become a profitable driver for those who can make it work.

Today sustainability is about using less or alternative energy, creating less waste and seeking materials and input ingredients that are much more in harmony with the environment rather than being harmful. And of course while doing all of this the company still makes the process of sustainability profitable while also ensuring its business practices  are transparent.

Take any product manufacturer for example and the sustainability mission is about creating and fulfilling a system that starts with the sourcing of raw materials to increasing efficiencies across the supply chain, to streamlining the production and manufacturing process. Then it’s onto improving and reducing packaging and simplifying the distribution channel that ultimately leads to the end consumer and finally the product end of life-cycle phase where recycling, biodegradation and/or reuse come into play. To be completely sustainable a business strives to create a life-cycle loop where eventually it will give back to the earth what it has taken – and all in an environmentally and socially responsible manner.

The ultimate goals are to use more green energy (use less or no fossil fuels), create zero waste, use zero toxins, and from a human standpoint, ensure that fair trade practices are enforced. Presently there are several companies across the US and around the world that are on pathways towards realizing these objectives over the next several years. The SB’11 conference saw corporate sponsors including Adidas, Starbucks, SC Johnson, Nike, Panera Bread, HP, SAP and many others who, in their individual ways,  are striving to become more sustainable in everything they do. According to Chris Laszlo and Nadya Zhexembayeva, who presented at SB’11, the new method for conducting business is to employ the “concept of embedded sustainability – which is the incorporation of environmental, health, and social value into core business activities with no trade-off in price or quality.”

Over the last 20 years many consumers have become jaded to the idea of “green” products. There has been a lot of push back on prices being higher than “regular” products and in some cases the quality of the green product may be viewed as being inferior as well. According to a research study that was conducted by the Shelton Group along with the help of psychologist and speaker John Marshall Roberts, there is a wide gap between those who are active and seeking out green products and those who are indifferent or flat out skeptical about their value or “green” cause.

Most people fall somewhere in between and according to Roberts the messaging needs to focus on consumer worldviews rather than the product being advertised as environmentally friendly. Roberts presented an insightful workshop that focused on “inspiring sustainability in skeptics” where he addressed the two-sided issue of consumer cynicism versus hope by reviewing the various value systems people hold onto. Roberts identified several categories of “consumer worldviews” that ranged from deeply held traditional beliefs to more holistic views. On his blog Roberts states, “worldviews truly DO drive people’s day to day choices as they relate to sustainability, and are the secret key to creating lasting behavior change in cynical or apathetic consumer groups.” By understanding what motivates consumers Roberts asserts that we can learn the keys to what drives consumer behavior that include the “what”, “how” and “why’s”.  And it’s up to the marketer to use empathy in order to create messages that will truly resonate with consumer values.

The theme at SB’11 was “Play On” and Gabe Zichermann eagerly discussed how Gamification has fast become a clever and proven method to engage consumers due to its social competitiveness and attractive reward systems. As Zichermann defines it “gamification is the process of using game thinking and mechanics to engage audiences and solve problems.” His premise is that we can make anything fun and he uses examples of unlikely – but very popular – online games such as Zynga’s Farmville and Air Traffic Control Chief to illustrate his point that the subject matter can be separate from the pleasure one receives from gaming. Oddly enough the idea of status has been found to be the most important incentive while cash rewards are a distant second.

Incorporating sustainability into this concept, Zichermann cited how hybrid car manufacturers such as the Ford Fusion are building fuel efficiency games right into the car’s dashboard console.  VW also has also been hard at work for the past few years with its Fun Theory where much of the resulting publicity for their cool programs can be seen on YouTube. The idea is to make otherwise dull and uninteresting subjects (recycling, composting, fuel efficiency, etc) become fun and engaging through games that offer social rewards and thus keep people motivated.

There were many great insights this year at SB’11 and it was encouraging to see so many like-minded business people come together for a great cause that is much more than being good stewards of the environment. It’s about creating smart and profitable business practices that will ensure their growth and survival over the next several years. It will be interesting to see what the progress report will be next year at SB’12.

This article can also be seen on Science Creative.

From the uprising and liberation of countries in the Middle East to the heart wrenching earthquake / tsunami and nuclear disaster in Japan, the role of social media and mobile technology has become inextricably woven into our daily lives. The tipping point came in mid-2007 when social media really started to take off while at the same time smart phones exploded onto the scene. For marketers, tapping into this new “engaged audience” has been a windfall for some while problematic and baffling for others.

The key is to step back from traditional marketing principles by being helpful, genuine and offering a worthy experience while allowing the consumer to generate the buzz.

Social media’s appeal has stemmed from the fact that it is user-generated content that can be both personal and broad based. When social media was embraced by huge numbers of online individuals and communities it occurred so fast that even today many businesses are still trying to figure out what to do. Those businesses that recognized the true potential of social media quickly understood that by offering worthy content, valuable insight and being accommodating have resulted in creating loyal customer communities.

As we now know, the success of social media platforms such as Facebook and Twitter have fulfilled a need for meaningful connections. And it’s no accident that the popularity of the smart phone and its numerous apps have accelerated this change. People are now connected 24/7 and can do everything from choosing where to eat, to buying books, insurance and music, to playing Angry Birds and just about everything else. It has been an evolutionary process where the best ideas, services, apps and businesses have survived and flourished while those that haven’t measured up have been discarded and largely forgotten.

Users have All the Power

For businesses still trying to figure out how to navigate and succeed in this environment they must accept the fact that first and foremost social media is a ground up medium. Users have all the power.

As Jamie Monberg stated in Fast Company, “today’s consumers are stingier with their brand loyalty than in the past because they can afford to be: they are burdened only by an abundance of choice and knowledge.” To enter this arena wisely is to provide a genuine experience and/or credible content that users will embrace and gladly promote. Being overtly commercial is a sure path to being discredited.

Monberg makes this point exactly. “Today, any brand has a potential army of credible, unpaid spokespeople that are willing to work on its behalf. And this army is the exact same group of people who are willing to work against it.”

You Can’t Fake It!

Those companies that view social media sites simply as platforms to advertise their wares just don’t get it. “You can’t fake it”, says Doug Mack, CEO of One Kings Lane, the market for “online commerce is efficient and will either reward or discard the product or service based on how helpful and genuine the company is.”

It’s about WHY

As crass as the comparison may seem, just as the organizers of the Egyptian uprising used social media as a tool to help facilitate the protests, so too should the reasons why marketers need to understand that what they offer will be evaluated on whether it is helpful or not.

As marketing consultant Simon Sinek puts it, “people don’t buy what you do, they buy why you do it. And what you do proves what you believe.” Sinek best describes the purpose and cause of why businesses do what they do in his video.

Jamie Monberg further mentions that “we need to stop buying and selling ideas about brands that don’t have any substance behind them and start enabling people to discover why they should incorporate a company’s brand into their own.” He uses Red Bull as an example of a company that actually delivers the experience rather than “using the old guard type of branding and messaging principles.” My agency group, Science Creative , also made this point in one of our previous posts about Red Bull being a great example of a company that leads the way in delivering authentic content.

Credibility Counts

It’s important for businesses to understand and appreciate that social media is not at all like traditional media where only one-way communication takes place. It’s the people’s platform where their collective actions decide what is valuable and useful what should be ignored. Social media combined with smart phones and mobility are what now connect and make up the social graph for most peoples daily lives. And just as this technology is providing the instant means for organizing uprisings in the Middle East or the ability to connect with loved ones (or give donations) during the disasters in New Zealand and Japan, it can also be the instant means for connecting with a brand. Social media, from day one, has always been a users system and that collective consensus will either approve or disapprove what marketers have to offer – therefore it’s imperative not to talk at the users but to converse with them.

The reason is simple, most of us have learned how to ignore online banner ads and those annoying animated ads that jump out at us as we click on a new page. Most people hate these ads and all of the obstacles that prevent us from immediately accessing the content we are seeking.

As Chris Anderson, curator from the non-profit group TED, recently stated, “online ads are not adding anything to our web surfing experience. Rather, they are annoying us, boring us, and even enraging us.” Instead advertisers should be seeking to join the online community by sharing information and providing worthy content as well as joining in the conversation.

“We’re moving toward a future where advertisers and consumers are part of the same community, sharing ideas and engaging in a learning cycle, together,” Anderson continued and went on to advocate that advertisers should create ads that are worth spreading.  “We (at TED) want to encourage development of ads-with-a-difference… that engage our audience authentically, intelligently and delightfully. Ads that people will want to share because they encapsulate ideas worth spreading.”

This idea isn’t new. The 25-year tradition of the highly anticipated Super Bowl ads may well fit into this category of engagement where viewers actually look forward to seeing the commercials. It makes one ask why advertisers don’t create worthy TV spots all the time?

Non-Traditional Advertising Methods

At any rate, the idea now is to become part of the conversation. Advertisers need to engage prospects with credible content that isn’t overt, intrusive or just blatant in-your-face advertising. Those marketers that succeed in this evolving arena will likely be embraced by viewers and may ultimately create loyal consumers as a result.

A couple of months ago Science Creative posted an article on Danny MacAskill’s amazing bike riding videos that were sponsored by Red Bull, VW and other advertisers who sponsored his breathtaking stunts. This form of advertising is low key where the advertiser isn’t prominent during the spot. The talent is the content which is what attracts viewers and in-turn, makes the video go viral. The product/brand association with Danny’s talent is subtle but effective simply because it’s deliberately set in the background.

Flash Mobs Making an Impact?

Another form of subtle online marketing that advertisers are beginning to take notice of are “spontaneous” events such as flash mobs. Many of these social media engineered events have a track record of going viral on YouTube and Vimeo and (if done well by advertisers) can lead to some excellent exposure. But do they work? In December 2010, Air Canada presented a Christmas flash mob at Vancouver International Airport that went viral. According to the number of positive comments posted on the YouTube wall, it seemed to have worked well as a “good will” gesture for Air Canada.
However, it’s important  for advertisers to understand that this practice must be authentic and the events should in no way be perceived as being purposely staged by a corporate entity for financial gain. That means any branding should be subtle if not non-existent during the event. Of course this idea goes against common marketing practice, but the end result is being able to join in a conversation that may have far more potential. These kinds of sponsored videos will no doubt produce some negative comments by viewers, but if handled correctly, they can be viewed as an opportunity to connect and converse with potential customers.

Advertisers Must Now Engage in Two-Way Conversations

Because most advertisers are accustomed to the traditional one-way conversation where they beg, ambush and cajole online viewers to click on their ads and banners, their decades old mindset (from the Mad Men era) has been squarely focused on selling their product and announcing their presence while rarely offering anything “valuable” in return.

When one considers the rapid social and technological changes that have taken place over the past three years primarily due to the rise of social media, mobile smart phones and of course the iPad, the old model of “connecting” with consumers is now being rethought if only because we have so many choices available. The fact is no real new advertising business model exists yet simply because these changes are occurring faster than the industry can keep up.

What we do know is that online consumers have more power now than ever. The December Wikileaks episode where angry protesters temporarily crippled the Visa website and several others is evidence that this power can be unleashed at anytime.

The iPad: What Else Can We Expect?

Only a few months after entering the market iPad’s are now becoming commonplace in businesses, homes, schools* and many restaurants have also begun using them as menus that include specialized wine lists. The point here is that there are now (and will continue to be) many, many opportunities to connect with consumers using this new media and most of it will NOT be in the form of a one-way advertisement. (*Obviously when communicating with children it’s not acceptable to advertise any products in a school setting, however if valuable educational content is created [with no strings attached] then this could be helpful.)

One may easily forget that it was only 3 1/2 years ago when no one knew what an App was. Now, all smart phones and tablets have access to thousands of these programs that have changed the way we shop, commute, search for restaurants and just about everything else. The saying “There’s an app for that” is no longer surprising to anyone. Many advertisers are only just beginning to see where they can fit in and connect with consumers with so many new platforms coming online. Through it all, it’s important for advertisers to remember that authentic engagement and providing credible and valuable content will be vital as the most popular of these new apps become widely accepted and used.

2011 And Beyond

Advertising in 2011 and beyond is quickly becoming a shared practice between the advertiser and the consumer where content is king and genuine authenticity is what will separate the new age savvy marketers from the needy traditionalists who are blind to the habits of today’s consumers.

This scenario could easily be about politics, war or business since a “crisis” is often the result of a human endeavor that involves similar emotions, reactions and ultimately – solutions. In this case the subject matter isn’t about the auto or banking industry or the even the manufacturing sector that’s under siege, instead it’s about the advertising industry. At this very moment, while many insiders are worrying about their agencies, a few brave souls are charting new paths to success while also employing basic principles that still work.

Shift in Advertising Industry

A recent Fast Company article about the Future of Advertising did a clever job of evaluating and assessing the current state of the business. Clearly the old business model is on the way out and that sentiment can be summed up well with these two gems: “In the ad business, the relatively good life of 2007 is as remote as the whiskey highs of 1962.” And as Brian Collins, a former Ogilvy exec, stated, “People who [still] think that way are supremely well equipped to work in a world that no longer exists.”

Okay, so we’re all aware that the advertising industry and consumer behavior is facing a huge tidal wave of change with all kinds of new technology and two-way customer conversations – all of which were practically non-existent a few years ago. However, there seems to be too much shouting and noise about what’s wrong in advertising and for that matter, with life in general. Change happens to all industries so it’s no surprise that the agency business is having its turn.

With all the innovation in play and complexity around us in today’s world, it may appear almost counter intuitive to suggest that the fundamentals continue to be the engine of progress while we (the willing and able) adapt and adjust to new media, a new consumer/audience landscape, new competition and the access to fewer marketing dollars to invest. Yet, this is the proven principle, age old or not.
While the advertising business model is facing much chaos and change – with that burden comes both panic and opportunity. Therefore one can whine on and on about everything that is wrong or just go about the business of finding solutions. Getting back to basics is evident all around us – it’s a matter of how we deliver the message and converse and engage with our clients/customers that has altered the playing field so fast. Just think if someone were to ask you what an App was in early 2007? A what?

The Fast Company article details the dismantling and obliteration of the traditional ad agency model but also shares pertinent examples of how some enterprising industry vets are finding new ways to accommodate the vast and unpredictable changes currently happening.

From the relatively new “principles of crowdsourcing” (which typically involve lean 3 – 5 person shops that hire “tiny groups of consultants from the agency, technology, and business-strategy worlds that can deploy the right team for the right action at the right time for the right outcome”), to the various schemes for “new” agency compensation models with media and creative departments being paired up again; these changes are rapidly revising the once powerful and stoic agency business model.

It is important to remember that the client’s basic needs remain the same – they want to promote their product or service in order to generate more sales. As one enterprising client once said, “as long as what you do is within our budget and results in increased cash flow – then do it.” (Of course only an agency worth its salt would ensure the brand was protected while pursuing that directive.)

Science Creative is an example this new kind of advertising agency model that was originally formed by two agency veterans who saw the potential to help a variety of small, medium and larger clients navigate this “new media’ landscape by providing sound logic, smart guidance and sticking with simple and proven brand principles.

A prime example that illustrates the power of a nimble and efficient operational model of creative and strategic expertise is when Science Creative partnered with an overseas technology development and international services provider.

With only 5 weeks from start to finish, Science Creative developed and produced a comprehensive branding program that included a brand strategy, product name, logo and identity, tagline, brand guidelines, print ad, brochure, video, website, promotional premium and image library. And throughout that process the client still required the management and leadership that was expected of a partner they entrusted with their marketing strategy and execution. In other words, they still needed and received great customer service. The point being, there continues to be a need for experts to guide advertisers (clients) through the new technology and social media as well as the “traditional” myriad of details that are so often involved when launching a brand or simply creating an online strategy.

No matter what the “new technology” may be to get the word out (and share in the conversation), there continues to be a need to communicate an identifiable brand that is the voice and promise behind the company. Chaos exists when the client and the agency lose sight of what needs to be addressed in the face of so much new and rapid technology advancement. Jumping into social media without a plan of action on how to deal with instant customer feedback can be dangerous, but it can also be profitable. Taking calculated risks alone can be off putting. The client who is a savvy marketer will realize the benefits of partnering with proven advertising professionals to get the job done right.

Brands that stand the test of time are the ones that are fully ingrained in consumers’ minds. Al Ries of Advertising Age recently wrote an excellent article that argues, “Once a brand is established with a clearly defined marketing position, the brand’s owner should ask a fundamental question before making any significant changes. Why tinker with success?”

Mr. Ries also states, “the way to build a brand is with a consistent message over an extended period of time.” The end result of creating a consistent message is what’s known as building brand equity. Brand Equity is created over time through marketing, PR, advertising and more recently social media, and is constantly reinforced by gentle or sometimes over-the-top reminders (ads) that together serve as a ubiquitous force that’s woven into our collective conscience. In other words, we become so familiar with the brand that we recognize it as being a normal part of popular culture and our everyday lives.

As Colin Drummond so eloquently wrote in his blog Brands Belong in Culture, Not Categories:

A brand’s true usefulness is in how it helps us to participate in culture… brands represent aspects of today’s America: modernity, hope, intelligence, optimism, blindness and decay. These brands are culturally useful to us when we use them or even just have an opinion about them. Because our association with them says a lot about who we are. Significant brands are never just relevant to a category, they contribute to culture at large.

Marking Time with Familiar Brands

Familiar brands from Apple and IBM to Kellogg’s and Colgate-Palmolive often form the backdrop to our daily existence and over time become the icons that help define the present and our past. As Science Creative‘s blog mentioned in an earlier post on technology, “look at any old photograph and it’s the clothes and “products” around the subjects that truly dates the photo.”

Making Films Look Contemporary

And what about movies that take place in present day? Present day is only deemed “present” for a limited time, then the film becomes a representation and a reminder of the past. If you think way back to Stephen Spielberg’s 1977 classic, Close Encounters Of The Third Kind or 1982’s ET the Extra-Terrestrial, these two films were contemporary for the day and each contained scenes where many familiar brands were in view. Yes, what some may call shameless product-placement, was in fact Spielberg carefully setting a baseline for normality. In Close Encounters we see Barry Guiler’s (the little boy) refrigerator filled with familiar brands including pull-tab Coca-Cola cans spilling their contents and later we see a McDonald’s and Shell gas station that all seem to validate the “typical” landscape of Midwest America in 1977. At one point in ET the audience sees the title character looking inside a fridge that also contains several well-known brands such as Coors beer– all of which reinforces the notion that it’s just a normal American household.

The point is, Spielberg wasn’t looking to incorporate these well known brands into the script only for the product placement fees, rather, they played an integral role in creating a sense of the familiar and even framing a banal comfort zone for the viewer so that when each of the film’s extraordinary events later took place – they appeared that much more intense. Spielberg employed the use of everyday products and their core brand equity to help deliver realistic scenes that the audience would immediately (maybe even unconsciously) recognize and therefore accept as being ordinary.

Brands – Clearly Defined

Many of the brands that we are most familiar with have been carefully crafted and strategically positioned over time. Advertisers and marketers would argue that having one consistent message is what’s most important when building a product’s brand equity, and for the most part that is true.

However, a clearly defined brand isn’t necessarily the result of a single, consistent advertising campaign. As most marketers know, a clearly defined and recognizable brand is much more than an ad campaign or a distinct logo. It’s the cumulative product of those who live the brand (employee’s) and those who interact with it (customers, shareholders, vendors and potential customers). The core brand equity is built up (or torn down) as a result of the consistency of the ad message – specifically as it pertains to delivering on its promise. Does the product or service live up to its claim? If the perceived value is positive then the reputation of the brand should excel. If not, then retooling is required for both the message and the product. This is where Ries argues that “the urge to tinker never dies”, only his key point is don’t fix it if it’s not broke.

Brand Reputation

Therefore, as long as the brand has a solid reputation with its customer base there should be no real issue with having more than one campaign. (Assuming of course if it makes sense with the target audience demographics.) After all, Budweiser has had several campaigns that have run at the same time and each has added to strengthening its core-brand equity over several decades.

GEICO insurance is another leading example of a brand that has run several different advertising campaigns simultaneously with great success. From the Cockney gecko to a stack of cash with googly eyes, to the popular cavemen series and most recently with the “serious guy” asking rhetorical questions, GEICO has developed a reputation for humor while deftly targeting several demographics.The Berkshire Hathaway owned company has created its brand equity through multiple campaigns that all conclude with the familiar tagline “15 minutes could save you 15% or more on your car insurance.”

Any one of the GEICO campaigns could also be used a marker of time. If one of the commercials were placed in the background of a present day movie – most of the audience would immediately make the connection with the brand. For example, if a film were to be set in 2005 the first of the caveman series could serve as a beacon to help authenticate that moment in time. The GEICO caveman has also transcended the TV screen and are the characters are even “spokesmen” at live events such as NHL games. For example, several years from now looking back at a broadcast of a 2010 Washington Capitals game that featured a caveman in the stands will definitely mark this era.

It may be true that not all brands help define who we are or the times we live in, but there are many that clearly do just that. They serve as signposts that help delineate a decade, year or even a certain day. Brands that standout as being part of an era are those that have done so by being well integrated into present day life in a seemingly effortless manner. It’s those iconic brands with a clear and concise message, no matter what the campaign may be, that we easily recognize in present day films as being contemporary and years later, as the true representations of the past.

If you liked this post, please feel free to share it with a simple click below.
While you’re at it, why not subscribe to the RSS feed so you don’t miss anything? Thanks for reading.



Picture yourself living a middle class life at the beginning of the last century. Let’s say the year is 1904. The times feel modern and technology is rapidly expanding and seemingly improving our lives.  Amazing things are happening in this new century, back on December 17, 1903 the Wright brothers actually flew an engine-powered aeroplane – magnificent! Later, in 1904 a Canadian by the name of John E. Kennedy would define advertising as “salesmanship in print”. This would ensure from that point onward, new technology would be marketed as a product or benefit that every consumer needed – now.

The onslaught of new fangled technology such as radios, the new Gillette safety razors, vacuum cleaners and even Crayola Crayons had to be marketed and the public was soon immersed in the wonderment of being able to consume and live the life of modernity.

Back then there was a sense of excitement and a feeling of anticipation with the introduction of each new technological marvel. Because so much of what was becoming available could hardly have been imagined only the year before it was a magical and incredible time.

Of course marketing and advertising helped promote this “idealistic world” that new technology offered in ever-growing abundance. Over time consumers became accustomed to the “what’s new” marketing formula. As a result, what was once “new and incredible” soon became old, dated and years later would stand as a marker of history. Look at any old photograph and it’s the clothes and “products” around the subjects that truly dates the photo.

As the 20th century progressed and wars came (which accelerated technological advancement), marketers and advertisers continued to promote an ever-growing variety of “New” consumer goods with technological advancements that were always remarkable.

In the 50’s “New and Improved” became the standard approach to revitalizing products that worked just fine, but needed that extra boost to ensure customers didn’t become tired and bored of the same old thing. With market competition consumers expected more choices, therefore any new “breakthrough product” had to enrich and improve their lives in order to survive. Manufacturers and marketers continually produced new versions and new products that kept consumers satiated until the next big thing arrived. Each year the car companies released a new model and each year some kind of technological (often only mythological) improvement added to the mystique.

Advancements in technology always led the way in terms of piquing the consumer’s sense of awe. Landing on the moon in July, 1969 was proof that technology could make our dreams seem limitless.

Hollywood extended our dreams of the future by showcasing mind-boggling technological advancements that would someday ultimately allow us more time for leisure activities, or whatever we chose to do. Movies such as Star Wars, Star Trek and even the dark Blade Runner, presented the future with once unfathomable new technology that, over time, collectively helped desensitize our sense of wonderment.

What was once inconceivable or unimaginable was now being portrayed as possible or even ordinary. Remember when Star Wars (and to a lesser extent 2001: A Space Odyssey) set the benchmark for all space/Sci-fi movies that followed? If the production values fell short for any Sci-fi film after that period the public just didn’t believe it.

The iPod and the iPhone represented the same kind of benchmarks in the eyes of the mass consumer. It was expected that for others to compete they had to match or beat the leader in technology. Sony found out the hard way that the once dominant Walkman could be instantly replaced by the next big thing.

Hence, over time consumers became accustomed to being “wowed” for a short time and then the new technology quickly became a “given” as it neatly wove itself into our everyday lives. The record player gave way to the CD player, which was replaced by the iPod, and soon “digital everything” became the norm. Steve Jobs announcement of the iPhone in early 2007 was a huge game changer that represented THE leading edge in consumer technology for that month. Now, along with numerous other smart phones, the iPad and whatever else is around the corner – our sense of amazement has been reduced to those fleeting moments that include the anticipation of purchase and the exaltation of first using the product. Then, maybe after a few days, we just carry on as though that new technology had always been there. Anyone with a smart phone knows just how fast we become accustomed to the new technology.

To address the shorter product lifecycle and the consumers evaporating sense of astonishment the marketing, advertising, social media and PR managers continue to tirelessly massage the message and offer “new” improvements that consumers expect and often demand – otherwise the technology gets left behind like the Walkman or the VCR.

Cisco’s 2009 vision of how we may soon shop seems more than plausible due to movies such as Minority Report and interactive games such as Wii. Watching the video the viewer will probably say “Cool, when is this coming out?” and then seconds later click on the next item.

So now we’re approaching 2011. Remember just a few years ago how long it took you to become accustomed to your brand new Wii or your flat screen TV? That sense of excitement (like Christmas) was soon replaced by “Oh that, it ain’t no big thing.” Well, that is until it got lost, stolen or broke, then we missed it immediately.

It’s not surprising that more and more professionals and small businesses are working remotely. From the home office to local coffee shops, airports, hotels and beyond, today’s mobile technology has allowed for routine day-to-day business and even making big deals to occur where ever there is WiFi, some java and a comfortable seat.

In a recent Fast Company article the dilemma faced by Starbucks, Panera Bread and other WiFi enabled coffee shops and restaurants is that more and more professionals are plunking down for hours on end and essentially setting up their office to conduct business four to five days a week. According to the FC article, “seventeen million to 26 million people work remotely at least some of the time depending on how you calculate it. And the figure will only swell as companies look to cut costs and workers increasingly eschew desktop computers for mobile technology.”

What used to be the sole domain of aspiring students and freelance creatives is now being shared by sales people, accountants and professionals of all stripes either working individually or meeting in groups – all with theiriPads or laptops plugged in and connected to everywhere.

The “out-of-office work environment” is also, in many cases, losing the bricks and mortar of the traditional office  space all together. In the realm of advertising and marketing agencies, cloud advertising is starting to become more and more common as clients are looking to save and agencies are now able to provide great service and marketing solutions without the added costs of infrastructure and overhead. SCIENCE CREATIVE is a prime example of this new successful business model.

We see the trend continuing as long as clients are receiving great service, competitive pricing and of course superior results. It will also be a must for coffee shops to cater to this growing business crowd by offering special deals, more outlets and greater convenience in order to create a loyal following of regulars.

This article is also on the SCIENCE CREATIVE blog site.