I found this today and had to share:

It’s so true - so much of our capitalistic society is built upon perception. If people perceive that the market is bad, they will do things that perpetuate just that, like take all of their money out of the stock market. The same applies to companies. Similarly, if a consumer perceives that all is not well with a company, they are surely more reluctant to do business with that company.

That’s why focusing on your brand identity, message and outreach is so important–especially now, when consumers are so sensitive to these factors. Those companies that move forward without fear will be rewarded with mindshare, and as a result, marketshare.

Thanks Chris and PSFK.

Garret Ohm
http://www.orange-element.com

Some of you might remember the buzz recently about a few high profile sightings of faceless people at well-attended, upscale events, including Wimbledon.  

Word spread quickly that it was some sort of viral campaign from sports car manufacturer Lotus.  I was intrigued, so I went to the campaign Web site, www.facelesspeople.com, and signed up to be kept informed about new developments.  

The campaign payoff has arrived.  I recently received this email in my inbox:

The email above directed me to either contact my local dealer (I wish) or learn more about the Lotus Evora on the model’s Web site:

I think this was a pretty well-executed, well-designed campaign.  It stays true to the Lotus brand, which has always represented automobiles that emphasize function just a little more than form.  The cars were built to appeal to those who don’t want to blend in, and I’m sure that was the brief for this campaign as well. You have to love campaigns that are creative and unique but also drive home a message or distinction for the product or service they’re advertising.  

Garret Ohm
http://www.orange-element.com

Have you guys seen this 7-Election campaign that 7-11 started promoting just recently?  As a general rule, it really plucks my last nerve when brands resort to election themed campaigns around election time.  I think it’s kind of a weak strategy, particularly since it must be true that by now most Americans have been election-ed to death.  

The 7-Election campaign is one I actually like.  No, 7-11 isn’t pretending the store is running for office. They’re not holding a mock debate.  They aren’t even proclaiming “Vote 7-11.”  Instead, they are conducting their own voter’s poll through coffee sales.  Customers are able to choose between 3 types of coffee cups as they go to get their coffee:  An Obama cup, A McCain cup and just a plain old cup.  The cups incorporate a bar code tracking system that allows each cup purchased for each candidate to be tallied and recorded on a Web site. 

I think it’s a very innovative campaign because it allows for the involvement of consumers. Consumers want to and need to have their voices heard.  If you’d like, you can go to the Web site for yourself at http://www.7-election.com/.  

Garret Ohm
http://www.orange-element.com/

So, unless you’re living under a reaaaaaally big rock, you probably know that the economy isn’t doing so well right now.  And it’s not getting any better, with news yesterday that the Government’s financial bailout package didn’t make its way through Congress - Immediately sending the Dow down almost 800 points.  Yikes.

With all this trouble in the financial markets, there are tons of businesses that are going through some pretty tough times.  Many of these businesses, once well-respected brands that consumers craved, are now offering bargain-basement discounts and incentives out of desperation in order to move the needle.  You name it, they’re trying it.  I even heard a radio commercial on a Washington, D.C. radio station two days ago that advertised ”20% off” on a newly constructed luxury home!!!

Relying on these knee-jerk tactics can be detrimental to a brand that has built its reputation on being a cut above the rest.  Unfortunately, desperation and panic can make these type of brands go there confusing a consumer who has come to know them as a brand above the fray. But then on the other side of the spectrum, there are some that don’t panic and stick to their guns.  These brands stay true to what has defined them over the years in better times, and make it work in their favor.

I was reading a blog post written by Chris at Fresh Peel, about a brand that did just that.  Harley Davidson recently started a campaign that touted its solid fuel economy while still reinforcing what makes their brand unique.  Check it out:

I love this campaign and I love this strategy even more.  I think it definitely speaks to Harley Davidson’s unwillingness to compromise the brand, regardless of the economic conditions - and the undying patriotism (with the red stripes) speaks volumes about what Harley stands for.  I think it’s going to be a strategy that will pay off for the company.

Garret Ohm
http://www.orange-element.com

Ok, this couldn’t have been in Microsoft’s game plan…The Microsoft/Seinfeld/CP+B saga continues with new claims that someone uncovered proof that the new ad campaign was created on a Mac! Here’s the scoop, courtesy of Roughly Drafted Magazine:

Flickr user LuisDS found that metadata on the creative copy of the “stereotyped PC user” and other photos appearing on Microsoft’s “I’m a PC” website revealed that they were produced using Macs running Adobe Creative Suite 3. One might expect that Microsoft would use Windows PCs running its own Microsoft Expression Studio software, which as the company advertises, “takes your creative possibilities to a new level.”

Apparently, neither Windows PCs nor Expression Studio are up to the task of taking on Apple and destroying its globe enshrouding “Get a Mac” campaign. The image of John Hodgman as a troubled PC struggling with Vista-related problems has pushed Microsoft to defend itself with a $300 million campaign to take control of the “conversation about Windows,” using Macs as needed to get the message produced.

When LuisDS checked on the photos again this morning after publishing the metadata details on Flickr last night, he found that Microsoft has scrubbed the revealing details from the work, an effort that also resulted in the 272 KB photo ballooning to 852 KB.

Yikes.  PR nightmare anyone? It certainly doesn’t help to reinforce the authenticity of the message Microsoft is trying to convey. 

Garret Ohm
http://www.orange-element.com

The next in the series of new Microsoft ads has been released.  I like it.  But it totally doesn’t relate to the Seinfeld/Gates commercials. And…didn’t I just see an interview with Pharrell Williams where he proclaimed himself a Mac guy?  Tsk tsk. Maybe he fell for the Mojave Experiment????

Still NO mention of Vista, the OS these ads are supposed to tout…

Garret Ohm
http;//www.orange-element.com