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So many forms of media exist today that Media Nerd is absolutely certain that soon the phrase “alternative media” will cease to have any meaning at all. In our quest to make sure that nobody escapes from advertising messages we use every available surface for signage, screen placement, projection, graffiti, murals, until the landscape has no clear, open surfaces. So here are a few ideas about more:

Health Clubs:

• Cardio-workout equipment can be equipped with text zippers on which to read news, stock quotes, and ads.
• Plastic bags in the locker rooms can carry ads, which will cut the cost for the club because the advertiser is underwriting the service.
• Towels can be made with ads or logos and then supplied free or at low cost to the club
• Let’s not forget the back of the restroom stall door, which is already being done in bars and clubs.

Books:

• Bookmarks with ads/coupons can be distributed in bookstores with purchases and/or in libraries with books being checked out
• Put ads back in mass-market paperback books; they had bound-in ads in the middle about 50 years ago. That will help cut the cost of books themselves while delivering an audience that probably reads fewer magazines and watches less television.

Media Nerd recently met with the sales manager of Hercules Networks, a company that makes charging stations for cell phones: You watch news, weather, and ads while your cell phone charges in 10 minutes flat. Bookstores, libraries, and health clubs are three more venues I would suggest to him, since the average user is in each of these venues for at least ten minutes while browsing, shopping, or dressing. Not to mention everyone else who is also there who is exposed to the ads.

Of course, this also needs an approach that a client can measure, since everything is all about results. This has been done with 800-telephone numbers before, so there is a simple answer: All ads carry a variation of the web address so the site administrator can pull reports to log the number of hits by media form. That’s how to measure ROI.

Wellness is the new big American obsession. It speaks to our country’s hunger for continued youthfulness, focus and purpose as different things continue to exert strong pressure on our personal, family and work lives. We’re frankly all a little bit stressed over many things, including the economy, the state of the world, and the environment.

And while technology helps us to catch up by organizing us a bit more, keeping up with the growing base of gadgetry can also add to the worries. As a result we desperately need some space and time to meditate and take care of ourselves. Welcome to America’s heightened search for balance.

This search for the ‘better self’ was begun by Oprah in the late eighties and has increased over the years. Our quest for calm, ironically, is coming at a time when Americans are forced to work and try harder to keep up with the rest of the world. The Asians are kicking our butts in terms of economic growth, and the Europeans and their stronger Euro are putting a break on our ability to enjoy foreign travel. No wonder we’re looking for an outlet to let off some steam.

But we’re looking for a little bit more than just relaxation; we’re also looking for values and meaning. This feeling was drastically marked by the catastrophic impact on our collective identity after September 11th. continue reading ““I Feel Good” : America’s Wellness Revolution”

How and when did brands get so small? It seems that despite the greater availability of tools and engaging media to connect brands with consumers, the impact of brands on society has greatly diminished. Why are the trillions of dollars currently spent on marketing only getting us “Paris Hilton” brands instead of timeless “Liz Taylors?” It seems that this past decade’s media revolution has empowered consumers while making brands more insecure.

Brands that want to be leaders must learn how to lead. They must facilitate what we call “branded movements” – or powerful collaborative statements with non-traditional groups such as grassroots organizations and influencers resulting in powerful brand communities. How do branded movements begin?

Brands should first adopt a more assertive attitude with regards to the roles they can play in society. They should not be afraid to ask themselves how they can change the world. This type of weighty question will naturally guide your brand to true values and give clarity, edge and purpose to your branding strategy. Plus, doing so will also bring you closer with a stronger base of consumers that are already asking themselves that very question of the brands they embrace.

A growing number of examples of branded movements is feeding consumers’ appetite for brand meaning, including General Electric’s “Eco-magination,” Lance Armstrong’s “Live Strong,” Dove’s “Real Beauty”, and Bono’s Red Campaign. At the core of these initiatives is a brand becoming human, inspiring through values, and then building communities through stories and interactions through imaginative use of creative and media.

“Branded movements,” work because they give everyone involved a sense of purpose around the brand and its values. They are also powerful because they allow to brand to touch upon society’s big shifts as well as the themes impacting the day-to-day decisions of individuals and families. The brand becomes both symbolic and relatable, inspirational and accessible. It is then, by being truly a part of consumers’ lives that our shrinking brands can become big again.