May 3, 2007 - artman - Marketing

A Greener Apple

Wow, the PR department at Apple is really, really good. First they turned their problem with the EU over DRM to their advantage by having "Steve" write an open letter to the community, and now they've done it again, with Apple going green, err, Apple being green, oh wait, no that's not the way it went. Well at least Apple is the greenest of the bunch already - or are they? Nice brainwashing.

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June 10, 2005 - artman - Marketing

Always use protection

Great poster ;)

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April 22, 2005 - artman - Flash, Marketing, Web

3 gold, 5 honours

Last night twenty or so of us went to the Grand One-gala to see how we managed to compete against other agencies in Finland's biggest digital media competition.

Well, we really did great! Out of a total of 36 nominations, 11 were our works. In the end we won three of the nine categories, and received a total of five honours.

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February 14, 2005 - Peter Aulén - Marketing

The next big advertising thing

Everybody’s talking about
Ragism, Tagism, Thisism, Thatism,
Bagism, Shagism, Dragism, Madism,
Isn’t it the most?

Yes, that was part of the Beatles’ final message to mankind (ca. 1971 AD) before they split up. These days ”everybody” don’t seem to be talking much about ’isms, let alone any marketing messages. It’s getting tougher than ever to reach ”them” while the almighty television is loosing foothold.

For us Finns ”Elämä on.” (”Life is.”) has lately been a phrase that nobody has been able to resist to utter. This has been due to a TV campaign by DNA, a local mobile operator.

Seth Godin reminds us of the things that have changed during the (hey, c’mon, relatively short) history of the internet. Now, finally, the market is there. Where are the really great internet marketing campaigns? The ones everybody’s talking about? (Here, there or elsewhere.)

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February 10, 2005 - Peter Aulén - Marketing

Naming names

Companies that specialize in naming are a relatively new and interesting phenomena in marketing. I recently read the 2004 book Wordcraft by Alex Frankel, where he describes the birth of five brand names, among these BlackBerry and Accenture. He has worked for the first and largest naming firm Lexicon Branding (who are the creators of the well known brands Pentium and PowerBook, among others) and had his own company called Quiddity.

In the advertising world the visual side is often emphasized, and maybe sometimes not that much thought is put into the words themselves. I’ve always been into words and found it fascinating to learn that the names themselves can be categorized quite precisely into different groups such as feminine and masculine (ones that contain either ”obstruents” or ”sonorants”) as well as ”full” or ”empty” vessels. In this audiovisual world one thing to take into account is also how the brand name is going to sound, not only how it will look as a logo.

The book itself is not particularly well structured, and in some cases doesn’t contain too much inside information about the creative processes behind the five names (which is quite understandable). But in case you want to know more of the naming business, it’s definitely worth reading.

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