Sunday 11 October 2009

Just do it

There aren’t too many opportunities to immerse yourself in the business and marketing world at the movie theatre, so take advantage of two great films showing in selected theatres right now.

The September Issue
This narrates the creation of American Vogue's seminal ‘September’ issue (in 2007). The standout drama comes from the fascinating relationship between Anna Wintour and Grace Coddington, where methodical and meticulous editing alongside visionary creativity coexist - beautiful and truly fascinating.

Art and Copy
The film is a masterpiece that tells the magic stories behind seminal ad campaigns such as ‘got milk’, and of course 'Just Do it' from Nike. It's so much fun to revel in the journey of the campaigns and become mesmerized by the genius and talent of the protagonists.

The simple way I connect both films is that in these industries breakthrough success can only arise from three things:

• passion for what you do
• rejection of mediocrity
• Unbridled joy at expressing your creative self
Check them both out now !

Sunday 4 October 2009

The World's softest sock

So what makes a great claim?

1.It must be simple
2.It needs to have stopping power
3.It needs to be believable, (or at least make you feel that its believable)
4.It needs to make you buy
5.It needs to make you come back and buy again

Well this one certainly meets all 5 criteria. My wife has purchased 4 pairs of these socks in the last 4 months, and at c. $8-10 a pair (in stores) they certainly are high margin for the manufacturer and retailer alike.

I cannot figure out how they substantiate this claim "world's softest sock", unless of course they test each and every sock in the world for softness (unlikely)…..or perhaps this counts as ‘marketing puffery’ (more likely)?

In any case its fantastic marketing, because it works !