chroma

Web 2.0

Excellent post on the Social Software Weblog, attempting a comprehensive definition of Web 2.0  Do not miss it!

Of particular interest to marketers and branding: the "inversion of control" in the relationship between business and community.  New tools that are aggragating power away from monolithic structures/communications toward "hyper-customization" and individual control.  According to the author, this unfolds at the very basic level at which culture and meaning is constructed:

we need not wait for “culture” to be handed down from on high by broadcast media. We create culture; we are culture.

Thoughts on CP&B

Jeff Lang has posted some thoughtful insights on the recent aquisition by CP&B of a minority stake in design firm FuseProject.  It's a really interesting deal, formally recognizing the primacy of product design in branding these days, and represents an inspired attempt to bring communications much closer to the product itself, and vice versa.  And it's interesting that this is being done by an agency many consider to be the poster-child of "viral" advertising. While so many others are busy spitting out reduntant, useless attempts to copy what CP&B have done in the past, CP&B is proving that they're more than just a few steps ahead.

I Don't Love HP

Random Culture points to a pseudo-blog set up by HP for a new TV or something.  It's fairly obvious that there really isn't an HP afficianado who went out of his way to document the delivery of his new fancy TV, but nonetheless, copy like this is very very lame:

About two months ago, I decided to take the plunge and buy one of these fancy new high-tech TVs. I started this blog because I wanted to document the trials and tribulations of buying a new TV. And I wanted to share the information I gathered about TV technology with friends and strangers. I’d heard HP was about to launch a new line of TVs. (I have other HP products that I love!) Once I checked them out I was caught hook, line, and sinker. I found the perfect TV: The 42-inch plasma from HP. I love it, it’s changed my life, and I want to tell the world what makes this the ultimate TV.

Brazil Axe Ad

We don't post too many print ads here at Chroma, but when they're this good, who can resist?

(it's for Axe in Brazil)

shouts to psfk for the link

Whole Brand

Whole Foods is set to open a lifestyle concept store selling a range of clothing, housewares and other non-food items. In the words of Whole Foods marketing director Marci Frumkin:

"The development and incorporation of Whole Foods Market Lifestyle reflects the company's founding values into other aspects of life," said Marci Frumkin, marketing director, Whole Foods Market Southern Pacific Region. "Our core values include a commitment to sustainable agriculture, expanding the market for organic products, and utilizing wise environmental practices. The new lifestyle store is another example how Whole Foods Market leads by example within the context that the company knows best--educating consumers about organic foods, natural products, and ethical business practices."

The Lifestyle assortments range from organic blue jeans and recycled handbags to paints free of harmful volatile organic compounds (VOCs)--all providing options and education for a sustainable lifestyle. In addition, the store is being built using sustainable, and environmentally-friendly, materials including flooring, shelves, walls, paint, hemp curtains for the dressing rooms; and even reclaimed and reused furniture as displays or merchandise.

Whole Foods is a leader in this field, and has certainly earned the authority to pull off a brand extension like this in a way that is very natural and organic (sorry, couldn't resist).  Launching in Hollywood is also a smart idea, as photos of savvy actors carrying Whole Foods merchandise will no doubt find their way in the US magazines of the world.

(related article on Austin super-store)

Dragonball??!!

Lycos has published a list of the most popular search terms of the last ten years.  It's a sort of pop-culture 101, a brief but telling snapshot of what's been on our mind over the last decade.  Pam Anderson at number 1 is surprising enough, but what the heck is "Dragonball" doing at number 2?!

Lycos 50, September 1995-September 2005
Rank	Search Term
1	Pam Anderson
2	Dragonball
3	Pokemon
4	Britney Spears
5	WWE
6	Tattoos
7	Las Vegas
8	NFL
9	September 11
10	Christmas

(link via Clickz, where the complete list can be found)

BBC Launches Action Network

Action Network is a really interesting initiative from the BBC, making great use of the internet to encourage community engagement and participation. Covering a broad range of issues, from crime and justice, the environment, education, culture, media, sport and more, the Action Network demonstrates well the growing emphasis, and potential of, the web as a powerful social-connectivity tool.

The BBC runs Action Network as an open forum for people to influence issues they care about. Anyone can contribute to the site and most of the content is written by the public and reflects their views. Once they have registered, people can write articles about issues that matter to them, or organise an online campaign to help make a difference in their community.

No Mas! Ugly People In More Ads

Bacardi has ditched a controversial, "sexually-suggestive" ad, and replaced it with a campaign featuring ugly people.  Instead of sexiness and girls getting soaked with rum, new ads will show average people busting awful dance moves in clubs.  I've seen my fair share of ugly people who can't dance, and it's true: it makes me want a rum and coke every time.

I would have used a photo from the new campaign for this post, but who wants to look at ugly people?

Great Pick

I first got introduced to "Jancy" via the excellent Toronto-based ad site www.ihaveanidea.org. The site, labelled "advertising's intellectual archive" is a deep resource, filled with student creative work, great articles, interviews, an active (and very lively) message board, and, finally, "Ask Jancy".  It's an advice column in which Janet Kestin and Nancy Vonk, co-creative directors of Ogilvy Toronto field a wide array of questions about all matters related to getting that elusive job in advertising.  Pick Me is the book based on that column, and if the book contained not much more than the wisdom shared by these two, it would be worth it's price many times over.

But Pick Me is actually much more than just a compilation of articles from an advice column.  The book also includes priceless guidance from ad industry heavy-weights like Neil French, Chuck Porter, Sally Hogshead, Mark Fenske and more.  How they got their first job, what they look for in juniors, and something often overlooked in ad career advice books and articles: what they have learned over the years that they wish they had known when taking the first steps in the business.

Overall Pick Me is a very enjoyable and informative read, and will figure to be a valuable resource for years to come.

Scoping Skype

Haven't had a chance to comment on the purchase of Skype by e-Bay, I think the 4.1 Billion dollar price tag is so staggering it's hard to wrap my head around it. But the folks over at MIT Advertising Lab aren't quite as lazy, and provide some great insight into some of the possible implications.