Is Pinkwashing better than Greenwashing? The former is a term given to companies running pink ribbon campaigns and purporting to care about breast cancer awareness, and even going so far as to create special products that capitalize on the immense bandwagon popularity of the pink ribbon. The latter-- as we all know, is the term given to those brands and companies attempting to appear more environmentally friendly, better for the environment, or more socially aware than they really truly are.
They both have the same cause and effect: Savvy marketers attempting to ride popular trends and attract consumers to their brand. Ultimately if they don't cut the mustard, they're labeled x-washers and are quickly marginalized. The really big brands are fully aware of the brand reputation risks, and attempt to enter any space like this with extreme caution, but ultimately, if you're a target, you're a target. Wal-mart is a great example. They've actually done amazing things as far as 'going green', like converting to solar in some stores with huge solar projects, and changing their logistics and merchandising process and strategy to reduce waste, reduce energy consumption, and ultimately reduce their footprint. --but they're still Wal-mart, so everyone hates them.
What would be some other examples of x-washing? Blue-washing for companies appearing to care about water resources while polluting or over consuming. Red-washing for companies trying to hop on the HIV/AIDS bandwagon (like the many brands that support the (RED) campaign, that could just as easily donate the same amount of money + their marketing spend, directly to a charity). Check-mark-washing for those companies that put accreditation and check marks on everything to make the consumer think that they've passed rigorous scrutiny and tests and regulations to finally make it to the shelf of your local 7-11... Plaid washing for companies trying to appear sensitive to the atrocities of the English-Scottish battles in the 17th century.
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Is pinkwashing better than greenwashing?
iPhone girl- celebrity or unlucky?
A young Chinese worker who is the subject of a few photographs has become a mysterious icon of fame for those in the small, mac/iPhone, nerd-world. The girl, an employee of Foxconn, the Chinese manufacturer of the iPhone and many other Apple products, is apparently an assembly or testing worker, and was photographed with an iPhone during some part of the test process.
The pictures were not deleted by the employee who took them, and subsequently ended up in the hands of one lucky/unlucky iPhone 3G owner when he unboxed his new toy in the U.K.
Nothing is known about the girl, other than being confirmed by Foxconn as indeed an employee. The company made a statement about the pictures, saying that it was just an accident that they weren't deleted, and that testing the camera on the iPhone is part of the process. Rumours are flying about the age of the worker, the fact that she may be fired for being the subject of this news, and that she may also become a cult-status icon of iPhone users.
I say-- who cares? If I found a picture of a stranger on my new phone I would be more inclined to delete it, then to make a big deal about it. VIA Associated Press
Why have brand guidelines? Starbucks.
Mix999 FM in Toronto is running a flash hero in the center of their landing page, and I'd bet dollars to donuts that Starbucks did not approve the artwork. How do I know? No billion dollar brand would allow their logo to be stretched to fit a space. Aspect ratio is important, and keeping it consistent is fundamental.
I see the same sort of laziness when big events have to make banners and fit 25 sponsors' logos in a big blob at the bottom. They take low-res raster images off the web, sometime with a black background destined for a white banner, and don't bother to scale properly, seek approvals, seek proper vectors, scale, or like many brands require, observe white-space or 'protection-space' restrictions. (logo must be x % away from nearest border or other element, and must be x % scaled to space, etc). Big brands spend big bucks on this work from their creative agency partners for a reason. It's all about consistent messaging and impressions of the brand.
For a recent example, take a look at Bell's brand site. You can even download the logo along with the guide on how to use it.
Google Street View catches a burning house in Arizona
Just found a house on fire via the Google Street View option in Google Maps. There have been many funny things caught by the Street View team, including drunk guys passed out, car accidents, and now house fires.
I recognize that someones house on fire is not something to laugh at, however I also recognize that the odds of a street view camera car passing a burning house in an Arizona suburb are also ridiculously small. Here's the link to the map so you can see it yourself
Some critics of the service have cited privacy concerns over the random images and reasonable expectation of privacy, but I think I agree with Google: If you are walking down the street I can see you... If you're driving in your car I can see you. If you're in your house, in the basement, with the lights off and the door closed, I can see you-- oh wait-- Google can't see me when I'm in the basement right? Or can they?
Bell- ER campaign. The letters are closER.
How does Zak Mroueh and his new agency get business like this? What was that call like? "Hi Michael?, it's Zak-- I just started a new agency, you need a new brand because you're sucking and everyone hates you-- why don't we work together--- I'll even kill the beavers for you...! Just tell Cope it was part of the deal from before and that the teachers hate the Beavers, and he'll go along with it."
I will agree with Christian Palino, the swoopy rings around the stylized head, and the fat italics had to go.
Marketing lessons from Seinfeld
My sister Jhenn sent me an interesting eBook recently, written by Bill Gammell (in June 2008) with some great examples of marketing strategy taken from various episodes and situations from the 'show about nothing'...
If you're not a Seinfeld fan, don't worry-- there are setups to the scene, so even if you haven't seen the show, you can still play along.
A show about nothing...
All this time we thought Seinfeld was a show about “nothing.” Little did we know that peppered in its nine seasons were hidden, real-world marketing lessons taught by the masters themselves. But, unlike the Soup Nazi’s secret soup recipes, these marketing
lessons are to be shared freely with everyone. So why did I write this eBook? Anyone who knows me well knows that I watch way too much Seinfeld. So much so that many times during a conversation with someone I’ll remark, “Hey, that reminds me of a Seinfeld episode where Jerry and Kramer are…” Basically, it’s a curse. We’ll that’s all about to change with this eBook. I have decided to use my Seinfeld powers for the good of marketing-kind. Maybe this will help to quiet the voices in my head (doubtful, but one can hope). Even if you have never watched an episode of Seinfeld in your life (shame on you!), you can still participate. I’ll give you the background of each episode so that you can play along at home.
…on with the show.
Download the eBook
Branded Cockroaches as Guerrilla marketing campaign
Absolutely unbelievable and awesome at the same time. It wouldn't last, and it's not very nice, but it's not permanent, and I'll bet it got a huge amount of WOM buzz from new yorkers about the stunt. The big question is whether or not Wall Street white guys would even recognize the Zoo York logo and make the brand connection?
What about 'nano-blogging' ?
So we've all heard about micro-blogging: Services like twitter that limit your literary verbosity to 140 characters... But about nano-blogging? I thought that I just coined the term, but of course-- if you can think of an idea, someone on the internet has already thought of it.
Though when I search for nano-blogging, I really only get a mis-representation of micro-blogging, so what if nano blogging was limited to two words. --And instead of the question "What are you doing?" you could answer the question "How do you feel?"
Ultimately that's what we're writing about anyway, it just seems to take a slower more elaborate form. We should take a lesson from the Chinese and eliminate the unnecessary. So 'how do I feel?'... [ kinda blah-ish ]
(How's that for vague...)
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Green Rewards Inc is a Toronto startup, entering the Canadian loyalty space with a new Green program with an unprecedented offer and real commitment to...
LinkedIn's most valuable asset 2008 Toronto based marketing and advertising rising star Andrew Kinnear involved with ...
Executives for Sale(2008) - EFS is a news and profile site dedicated to some of North America's prominent and up-and-coming business executives...
Rock the Task Bar (2008) - Launched in Spring '08, RTTB is a social networking 'Idea Challenge' designed to promote entrepreneurial thinking and business development in...
Marketing Magazine (2007) ... the agency has hired Toronto account executive Andrew Kinnear to manage its local clients, which include the Agincourt Audi dealership
The Loyalty Bank expands to new markets 2008 Since Early 2006, The Loyalty Bank has been refining it's offering and growing existing relationships within Canada and the United States...
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