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Do you like using white boards?  Or does the very idea of a “brainstorming meeting” make you want to run for cover?  Our advertising agency trade association Second Wind, www.secondwindonline.com, recently had a discussion about how their member ad agencies approached concepting and developing ideas.  Here are some of the techniques used:

Floor-to-ceiling cloth tack boards:  good for tacking up sketches and concepts,  fun for cats

Galvanized metal walls: add giant magnets, large pads and markers and voila, your industrial space is instantly creative times ten

Gigantic sticky notes: Any smooth surface becomes a showplace for your creative energy.  Great for those-who-will-not-be-ignored

Cork boards: Old school, and remember tacks can be tons of fun.  Cork is ugly too. 

Erasable white boards:  Beware of the danger of sniffing the erasable markers.  Also, for big fun, mix in a few permanent markers with the erasable ones. 

Walls painted with chalkboard paint:  Now any workspace can become a chalk dust choked den of creative output.

The absolute very best thing about a creative wall is the idea of just leaving things up for collective individual commentary.  Now all the snarky comments you were afraid to voice publicly can be posted anonymously, provided you can disguise your handwriting.

What do you use?  Does it enhance productivity?  Do you have a “community comment wall”?  What is best about it? Is it fun or a time waster?

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Because you get the same level of passion, without all the crazy…

And yes, of course, I’m joking. This is just a funny spoof called “A few good creative men” featuring Jack Nicholson and Tom Cruise. Should be humorous to those in the advertising business… Hope you enjoyed.

It’s almost as fun as the ad agency spoof on It’s a Wonderful Life we had at the holidays.

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If you were one of the lucky recipients of February issue of Brogan & Partners 60 Second Impact – a free monthly e-newsletter that takes :60 or less to read (money back guaranteed) – you saw the article titled A Great Example of Social Media: BigThink.com For Big Ideas.  The article talked about a new social media site that offers visitors intellectual discussion on everything from faith and beliefs to science and technology.  Here’s their overview video.

No Facebook or YouTube wannabe.   According to BigThink, when you log in you get access to hundreds of hours of direct, unfiltered interviews with today’s leading thinkers, movers and shakers.   Although still in beta testing – a quick browse of the site shows contributions from various subject matter “experts”, not to mention paid ad links from presidential hopefuls Hilary Clinton and Mike Huckabee.  With about 60,000 visitors in January this online community seems to be steadily growing. If you’ve got BIG questions, BIG opinions, BIG concerns, BIG answers check out BigThink.com. And if you missed the BigThink article in our e-newsletter and don’t want to miss any other cutting edge ideas, products or helpful information sign up for the 60 Second Impact at Brogan.com.

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Remember the book we all read in high school that showed ice cubes spelling out subliminal messages in advertising? The theory was that subliminal advertising was so powerful, we were all being influenced subconsciously. Well, having worked at Brogan & Partners for quite some time, I can tell you that that sort of subliminal advertising simply doesn’t happen.

At the same time, most clients are so hung up on measurable ROI, focus group tests and other tools of science that they can often forget the psychology of advertising. The brand building that is done subliminally. The subtle messages that make you feel familiar with a brand you’ve never purchased before.

You need to watch this video. It’s a pretty incredible summary of the subtle power of advertising. It’s about 5 minutes long, but very worth it. Enjoy.

Credit to the Buzz, Balls & Hype blog for finding this one…

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Have you seen the new Tylenol “Feel Better” spot? It caught my attention. Naked body parts of all ages (G-rated) in rare, interesting angles. From an 80-yr. old elbow to a middle-aged stomach, to a turkey-like neck to a yoga move, a stretch, a push-up.

All very real, mostly wrinkled and imperfect, yet all beautiful. Because of the dramatic sepia-like lighting, the soothing music, the flowing copy. “…Nobody knows your body better than you do…You know what parts are strong, what parts are weak…You know what parts feel young, and what parts ache…”

After it catches you emotionally and you’re wondering what this commercial is for, it moves into the harder sell - the differentiating features of Tylenol (working with your body w/o irritating your stomach or interfering with blood pressure meds). The close brings us to the payoff positioning that with Tylenol, you not only feel better physically, you feel better knowing docs recommend Tylenol more than any other pain reliever. A masterful tie to their age-old claim to fame — with a holistic twist.

While flipping through People Magazine at the hair salon (really, it’s the only place I read it!), I was struck by the unique placement of 3 Tylenol full-pg print ads spread throughout the pub. Again, the very real, tastefully shot, sepia-toned naked body parts, which trigger thoughts of the TV. Curious, I looked on their website, and of course, the campaign is successfully converged digitally as well.

It’s hard to break through in the pharma industry and I think Tylenol does a superb job. Check out the commercial below and let us know what you think!

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Newspaper Next 2.0 is a research project sponsored by the American Press Institute.  They have released a broad vision for the revitalization and re-purposing of newspapers.  Read the report at www.newspapernext.org.  This report urges newspapers to go beyond the original premise that newspapers needed to add products for niche markets.   This report  encourages newspapers to aim higher and to actually rethink their view of themselves as “newspaper companies”.   The report advises newspapers to consider themselves a “local information and connection utility”.  This bold vision goes beyond adding products for niche markets, and challenges newspapers to broaden their offerings rather than narrowing them.    They ask newspapers to go beyond just providing news and information, to go to becoming the first choice for customers and non-customers to learn whatever it takes to live here.  To do that, newspapers must access a broad base of communication tools, such as social networking, databases, “knowledge repositories”, localized wikipedias and more.   The goal is for newspapers to become the premise that the newspaper is the source “to help me connect with anyone who lives here, in the most effective way possible.”  As newspapers step up to the challenge,  we will be able to gauge their success.  In two words: advertising revenue. 

What do you think?  Will newspapers revision themselves?  Personally, I think it is a bold challenge and will be boldly met.  Newspapers are filled with smart people, people with energy and devoted to the premise of communicating and connecting with their readers.   This vision is smart and I, for one, think newspapers are up to the challenge.

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It started with shows like Survivor, Big Brother and the Amazing Race.  Not just the reality TV business, but the lines between the TV season and the land of re-runs are getting, well, a bit dirty.

But now the recently settled writer’s strike may help further blur the line.  The NY Times is reporting that the giant ad agency holding companies are looking for a year-round television season.  The rationale is that September is full of hyped shows that usually don’t make it to Christmas.

The other system that the agencies would like to change (and the networks almost certainly would not) is called the “upfront“– a May period in which the advertisers pre-sell their new shows.  According to the article, the media buyers still want to buy ahead of time, but they don’t want to have to make all their bets during the same month.

A lot is changing in advertising and in television broadcasting.  In an era when college football is now on virtually every night of the week, all those weeks when there is “nothing on” represent lost opportunities.  You can safely bet that those opportunities won’t stay lost for long.

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The recently launched Twin Cities website, Carol.com, puts an interesting spin on healthcare pricing transparency. You can click on a body part, condition or procedure, and voila, a listing of area providers with procedure description and costs. There’s definitely truth to their themeline: “Changing the way you look at healthcare.” But truth be told, I don’t want to look at healthcare this way. Buying it from a menu kinda freaks me out.

I know there’s a healthcare crisis and price transparency is in, but there’s so much more to the purchase decision. Continuity of care. Quality of care. And most importantly, a face-to-face relationship with your healthcare provider. Someone that talks to you, reads your body language, asks some probing questions, gets to the bottom of the issue . Right now, Carol appears to be a work in progress with a very limited listing of services - barely usable from my browsing. But they say there’s a lot of money behind it and it’s being watched by the big guys. Yikes. 

My opinion is it could one day be a useful supplement to the healthcare purchase decision, but in no way a replacement. There is one thing I really like about it — the name. It’s unexpected, memorable, approachable - “like leaning over the fence to get advice from a neighbor.” Cute.  Check it out at www.carol.com and let us know what you think.

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While my colleagues were all enjoying the Super Bowl (and mostly the cool commercials we all look forward to), I was enjoying the Hannah Montana 3-D concert movie! I’m sure the Super Bowl was the only reason I succeeded in getting these hot, “one week only” tickets for this can’t miss, mom-daughter experience.  Talk about marketing genius. Disney is maximizing the Hannah Montana/Miley Cyrus phemonenon to the max.

It’s simple marketing arithmetic. Illusion of High-Demand plus Narrow Target = Marketing Success. The target? Pre-teen/adolescent girls…and their MOMS! We love Hannah because she’s still wholesome. With all the crap on TV (’xcuse my French), we will pay the outrageous prices for sold-out concert tickets ($150 average), 3-D movie tickets ($15), $30 concert programs, $25 t-shirts, and monthly online fan club fees, because we think she’s a good role model for our daughters.

Disney works its magic with convergence marketing, hitting us from all channels – from the obvious Disney Channel to Bed, Bath & Beyond, to my daughter’s ring tones.

No surprise that Miley made the Forbes “Top 20 Earners Under 25″ list. I worry that she’s working too hard for a 15- year old. I worry she’ll turn into a Brittney or Lindsay.  I know that will be impossible while the Disney brand is behind her, but how I hope she’ll maintain her cute, genuine self as we and our daughters watch her grow up. If she’s smart, she’ll hold on to her parental target market as long as possible…as we’re what’s keeping her on the Forbe’s list.

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The Adcraft Club of Detroit hosted Cesar Millan, www.cesarmillaninc.com, the renowned “Dr. Phil of dogs”, as the keynote speaker at this past Friday’s weekly luncheon.  The National Geographic Channel, http://channel.nationalgeographic.com/channel airs the popular show, The Dog Whisperer, which stars Millan.  This immensely popular show features Millan working with people and their “problem” dogs.  Millan sensible, caring and appropriately spiritual advice shows how a change in attitude, approach and energy can positively impact the relationship een dog and owner.  And, surprise, the dog isn’t the “problem”, the owner’s own attitude and energy is the biggest impact on the dog’s behavior.  Millan preaches that in order to be effective ”pack leaders” the human must display “calm assertive energy”.  Well, that is superb advice, for all endeavors in life, from relating to dogs to leading a business meeting.

Anyway, a group of us from Brogan & Partners, who are big fans, were enthusiastic audience members.  We were truly Cesar’s pack!  (note: some clients joined us, but I am keeping them anonymous for now.)

So, is this a branded welcome to a wonderful speaker or what?

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We all know the Super Bowl is just as much about commercials as it is the game. And last night’s parade of marketing efforts had some hits (Tide “Talking Spot”) and some misses (SalesGenie….AGAIN!). But rarely does the big game serve up a treat like we got — a great game, and a spot that will be remember for years with the Coke “Parade Balloons!”

If you somehow missed it (what were you doing, laundry?), and if you haven’t seen it yet, then you must watch it right now!

There are so many amazing things about this spot I don’t know where to start, but here are just a few: 1) the great association with an iconic/emotional American event, 2) great music, 3) NO VOICE OVER!, 4) incredible “shots” — note the inside view of the balloons hitting the building 40 seconds in, 5) what the little girl is holding as she looks up at the sky, and 6) the lovable loser who finally get the prize.

Yes, the Giants won the game, but in my mind Coke and their agency Weiden + Kennedy scored the biggest victory. This one goes in the trophy case right along side the Mean Joe Greene spot and “Hilltop” (I’d like to teach the world to sing…).

Anyone and everyone who works in marketing should be inspired by this spot. I know I am!

What do you think? What was your favorite spot?

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I flew Southwest Airlines from Raleigh to Los Angeles this week. It’s been a while since I flew the LUV airline. I’ve always admired them because of the way they understand what a brand is.

To paraphrase from “Brogan on Branding”:

A brand is not a logo. It is the totality of all thoughts and feelings that people associate with your organization.

Southwest gets that. A brand is a belief system, an experience, and it exists for better or worse regardless of your marketing. Marketing can and should support it, enhance it and promote it, but the organization has to live it.

One simple thing a flight attendant said brought it all back to me. Here’s basically what she said:

“We don’t have cleaning crews that pick-up between flights here at Southwest. It’s just the flight attendants. So if you could help us out and gather any trash in your area, we’ll come pick it up now. That will help us keep costs down and get the next flight out as quickly as possible.”

Wow. That’s so simple. Ask me nicely. Explain the benefits to me, and make it easy for me. And, best of all, be human.

That’s what Southwest always strives to be: human and efficient, plus fun.

THAT, my friends, is what branding is all about.

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