September 22, 2004

Department of Whatever Next

Johnnie Moore

I’m Johnnie Moore, and I help people work better together

Rich from Hello World had his camera handy at Jo’burg airport.

Proof that you can brand absolutely anything
I was going through the x-rays at Johannesburg International Airport yesterday and noticed the strangest thing: branded (logo’d nothing else) x-ray trays. I can see the conversation the agency had at Ford HQ:
Brand manager, “Oh poo. We have lots of those dang stickers left.”
Creative whizz, “Fear not, I have a winning branding plan, lets stick them on the trays at the airport where people throw their keys and small change when it goes through the x-ray machines”
STUNNED SILENCE
Brand manager, “Brilliant, if that doesn’t sell more cars, nothing will!”

Waterfalls and chaos

I linked to this paper on wicked problems the other day and Chris Corrigan commented “there’s a lot in that paper eh?”. Which is true.

Unhurried marketing

I’m experimenting with marketing less and listening more

Passion brands bring people together based on common interests and excitements. I’m particularly interested in ones created from the bottom up, as opposed to driven by producers concerned mainly with profit.

Medinge Moments

Just back from another extraordinary gathering at Medinge where the community that has produced Beyond Branding meets each summer. I was planning to keep this

The volatile chemistry of trust

Interesting research from Stanford suggests that exciting brands get more trusted after making mistakes and putting them right whilst more “sincere” brands start with more trust but lose it more easily. Perhaps the sensible interpretation is that second-guessing customers can be a waste of time!

Customer-centricity: is it the answer?

Michael Hammer’s new book, The Agenda, is about the rise of customer power. But is customer-centricity really such a good model for business and society?

What brand are you?

Thanks to Matt Tucker at Smith Associates for telling me about What Brand Are You. It strikes me that lots of companies waste money on

Just Undo It?

The AntiBrand: blackSpot sneakers, a project by Adbusters attacks Nike directly. In doing so they take on what has become one of the great icons

Putting humanity into branding

We live in a world of too much marketing and too much branding. People’s faith in advertising has fallen to new lows as we simply

New Abbey

So the Abbey National is rebranding itself this morning. As I write this entry, they are revealing their new look, their shortened name (just “Abbey”)

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Corporate disconnection

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Community

Another good post from Alan Moore highlighting several interesting articles. The Guardian’s Aleks Krotoski says With the public in charge, reality rules. A few months ago, I was dumbstruck when

Department of Whatever Next

Johnnie Moore

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