Tag Archives: brand

Do y’ulle know enough about me?

Been educating myself, doing night courses and reading books by Seth Godin. Am worried that my target audience ‘can’t get enough of me’. The new branding rules dictate that I should make every part of my brand available to all my consumers across all touchpoints, and once I’ve built it, ‘they will come’. Y’ulle know you can follow my every move on twitter, right? Is that not enough?

“No matter how many battles I been in and won

No matter how many magazines on my nuts

No matter how many MC’s I eat up

Ooh ooh, it’s never enough” – Eminem


Been considering adopting contemporary strategies to amplify my consumer touch-points, such as filling in ’25 random things you didn’t know about me’ and telling y’ulle to forward it on to everyone you know. Would that be enough for you? Would filling your inbox with the minutae of my minutae make you feel ‘connected and close’ to me?

Maybe I’ll randomly search Wikipedia pages and google images and then tag y’ulle in ‘Album Artwork’. Because random images with random words on them is totally the coolest, raddest most innovative innovation ever, right? And doing it will totally make us better friends / give you more ownership of my personal brand. Wish I’d thought of it first.

Or maybe I’ll answer questions using my iTunes music playlist, and then tag y’ulle in it so I get to brag about my enlightened taste in music AND talk about myself for 10 pages (if you paste the email into MSWord).

“More and more and more” – some techno band from the 90s


Should I make a facebook app that y’ulle can spam your friends with? I will call it MyBrandedCircleofTopFriendsTM©® and if you add it I’d basically own you and spam you with facts like ‘Chocolate or Vanilla: Vanilla’. ❤ owning stuff, is my best. ❤ vanilla.

And even if you find 25 random facts about me annoying, you can always sympathise with how desperate I am to be ‘unique’ and how desperate I am for you to see me as your higly unique and interesting friend, that I’d  FWD you an excuse to talk about myself and my enlightened musical choices that include radiohead, MGMT, crystal castles, Perfect Circle, CSS and that guitar dude from Deep Purple whose new album is called something like Professor Snatchifunkius or something.

Whatever y’ulle. You just let me know if you need more random, narcissistic info disguised as a friendship-bond-building exercise. I understand if it’s ‘never enough’. BFFs 4 eva y’ulle. 4eva is not enough.

“Gimme gimme more, gimme more, gimme gimme more,” – Britney Jean Spears

Just want yulle to be okay with how much you know me. Want to be there for yulle. Want us 2 engage meaningfully at all strategic touchpoints. Want my POS to be like a warm hand in the night. Want my visibility to be visible.

Just want y'ulle to be okay with how much you 'know me'. Want to be there for y'ulle. Want us 2 engage meaningfully at all strategic touchpoints. Want my POS to be like a warm hand in the night. Want my visibility to be visible.

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why is vodacom’s Summer Loving ad such a success?

All the boys and all the girls want to If You Seek Amy.

"All the boys and all the girls want to If You Seek Amy."

because deep down inside, every woman wishes she was Sandy, and every guy wishes he was the character that John Travolta played. Danny? deep stuff. consumer insight 101. makes me want to reconsider what strategy means to me. sometimes i think strategy – a process put in place to safeguard a brand’s image – can inflict some sort of body dysmorphia on the brand it’s supposed to be working for.

i’ll bet the vodacom meerkat was right on strategy, even though it destroyed a nation’s hopes and dreams, stole our collective democratic innocence and obliterated our basic understanding of what separates right from wrong. sometimes i think we should do a little less thinking and building of complicated charts and do a little more feeling. a little more basic observations. a little more ‘duh’.

How to tell if you’re in control of strategy ie. strategy is not in control of you:

Place the word ‘duh’ behind your observations / positioning statements / SWAT analyses / consumer promise. if the sentence makes sense, then you’re in control of strategy, not the other way round. for example:

Statement 1: Everyone wants to be Sandy and Danny in Grease. Duh. Brilliant. Makes complete sense.

Statement 2: Consumers do not know what they need until you tell them they need it to assauge their lack of brand alignment with target focus of the specified demographic that the product fulfills like no other. Duh. Makes no sense at all.

You could hide the lack of sense making in a strategic diagram or chart. This is a dark art. Does anyone know who the hippest strat chart producer is at the moment? Success of your chart depends very much on whether your powerpoint producer is flavour of the month. my advice to you would be to insist on working with ‘the Timbaland of .ppt’ and accept no less. there is no point in compromising when it comes to charts. you’ve got to ask yourself whether you want to play in the big leagues or not.

Does this make you feel alive? Blame it on the boogie.

Does this make you feel alive? Blame it on the boogie.

CiBiPi - i think ive found the name for my new electro label.

CiBiPi - i think i've found the name for my new electro label.

My brain is round and swirly like a shell. I am smart, you should do everything i tell you to do.

My brain is round and swirly like a shell. I am smart, you should do everything i tell you to do.

I have used a lot of green because i love animals.

I have used a lot of green because i love animals.

This last chart contains the secrets to the universe. Do not let it get into the hands of those who cannot control their powers ie. Sylar.

This last chart contains the secrets to the universe. Don't show Sylar.

wow. totally got distracted by some riveting charts. i was thinking of blowing a few of these up to A2 and getting them block mounted in my house. anyway, well done to whomever made the decisions on Summer Loving. that police lady shaking her boobies was the best thing to happen to my TV since i stopped watching TV way back in the late nineties.

giving Peter Pan Syndrome the (re)boot. now LOLing at the pun i made in my headline. LOL. wish i was me.

the time for me to grow up has finally arrived. see, for the past 3 years i have been freeloading off the companies i work for and relying on my oral sex skills to keep me in laptops. but now in these harsh economic times it seems that not even a blowjob can get passed under the tax table without someone asking why the new girl has the MacBook Pro Aluminium Ltd Edition Steve Jobs worx, and the sad truth is that if i want a fancy laptop i am going to have to buy one. sigh.

some people ask me, “Alex, why didn’t you buy one ages ago, you are so digital and stuff, surely you want your own super duper machine??”

it’s a good question, but i have a good answer, and that is that buying a piece of digital as meaningful and statement-making as a laptop makes me want to wet myself just so that i have something else to think about. see, the machine i buy will slot me into someone’s pigeonhole, and i have a lot of brand therapy to get through before i even start on my digital brand-made persona. for example, i am still not drinking alcohol because making a decision about what to drink and hence making a statement about who i am really is too much for me. this girl can’t cope with that right now, not before i decide on my summer sunglasses brand. and now i have been forced between a work-provided desktop PC (yes they still make them LOL) and some sort of mobile digital device that says the following about me:

– i am an innovator and not afraid to try and buy new things and i am smart enough to make the choice that is not the obvious one for everyone else but totally works for me

– i am rich and have a lot of money to throw around despite everyone suffering in these harsh economic times which means i am an anomaly and hence highly desirable as a friend / colleague / blogger / girlfriend / cool chick in ur photos / person taking photos at your self-published book launch

– i have an amazing sense of style and taste that makes anyone who sees my piece of digital feel inadequate in all that they do, including their career, who they are as a person, as a lover and of course, especially, on levels of physical attractiveness

– i have my shit together yet i am also a slightly kooky wildcard and my digital piece is alternately an object of love and peace and beauty and a devastating weapon of destruction and slicey words that will blow your mind and also make you see things differently and change your perspective on how you view yourself

– that i am a self-starting innovative go-getter who will stop at nothing to release her single / publish her book / write her blog / twitter her thoughts / upload photos of her rad life / download photos of her friends’ rad lives / shop online for her favourite brands (as of yet just a handful because i am really discerning)

Do I want a laptop that talks to me and tells me Im funny and smart? Or should by laptop automatically reply to people who write to me on facebook so i dont have to? Features are very NB when choosing a laptop.

Need laptop with auto-facebook-reply to keep in touch with my "friends".

***************************************************************************************

you see how hard this decision is? do i get a sony viaoaoaooo or whatever in pastel pink because it contradicts my strong jawline? or do i get the new macbook air because it’s completely useless in south africa and it will make people wonder how i make my money? or do i go against the laptop grain and get the most advanced blackberry known to mankind and make a big deal of blogging at the family christmas or whenever i’m in a mall? would i go to malls just to blog and start a mall-blogging trend?

Which laptop brings out the natural beauty in my eyes? Which laptop makes me appear younger and prettier than I am?

Which laptop makes me appealing to child predators?

this decision will have severe repercussions, make no mistake. i just want y’ulle to know that i’m putting a lot of thought into it and can promise that i will make the right decision when the times comes, and i might change my mind, but that will be the right decision, too.

how to get Telkom to actually help you

why, you sit in their stores and refuse to move until they do, just like this guy did.

South Africas Most Loved Brand.

South Africa's Most Loved Brand.

to get these shoes free i would…

We can be friends if you buy me these shoes.

We can be friends if you buy me these shoes.

a) Tattoo RBK somewhere prominent yet trendy, eg. the surface of my foot or the back of my neck or on my inner wrist.

b) write to RBK (which i am doing right now in an open letter kind of way) and tell them I Am What I Am (their campaign line for all your philistines) and therefore they should send me the shoes.

c) compromise the part of my personal brand that projects an Independent Woman image and ask my boyfriend to buy them for me (ha ha, i would never do that. Don’t forget when you compromise your personal brand for material things you have to consider what it will do to your relationship, and it’s not really fair to my man. To quote a great cereal company, “if it doesn’t say Kellog’s on the box, it’s not Kellog’s in the box”.)

d)  buy them with my cashmoney and then claim them back when i do my tax at the end of the year since having a personal brand means i am a personal business and get such benefits.

e) do nothing and wait 3 days until i get obsessed with some other equally cool object that I can scheme about getting free.

What’s it gonna be?

secret Levi’s Laser Show & a free pair of 501s

so a really cool thing happened last night. the boyfriend and i had heard there would be some sort of ‘happening’ on the corner of Long Street and Wale Street (Cape Town) at 8pm. so we braved the cold to go check it out. upon arrival we saw a small crowd of people clustered on the street corner. we waited around for about 15 minutes and then a laser projection appeared on the side of one of the buildings. the projection was of a graffiti artist, who appeared out of nowhere and started spraypainting the wall. at first it looked realistic, then the lasers started making all sorts of interesting shapes and effects on the words, which read: “Live Unbuttoned.” periodically the guy would disappear and reappear, bouncing over geometric shapes and doing Parkour-type jumping off the walls and roof of the building. then he would start his graffiti over again.

in the beginning were the words. and the words were ‘Live Unbuttoned.’

the artist starts playing with lights.

things get a little more interesting on the laser front.

jumping over laser shapes.

laser squiggles

missioning around with his materials

and this is where it gets interesting. suddenly, he’s no longer painting, but he’s playing on his mobile phone. next thing a number appears on the projection, and a word to SMS to the number. so we all frantically SMS, and receive a text back instructing us to find the ‘Live Unbuttoned’ truck, which is apparently parked nearby. we spot it in seconds and run across the road and bang on the door. a young guy asks me to show him the text message, and next thing i have a brand new pair of 501s in my hand. fantastic!

if you want to get your hands on a free pair of 501s, i’ve heard that there will be more laser shows in and around Cape Town. And Levi’s, if you’re reading this, please tell me why you didn’t throw any girls jeans into the mix? Because as rad and as cool as this stunt was, i can’t wear a guy’s cut, which makes it a bit of a let-down. How about something for us ladies?

Levi’s Young Guns event feat. Jitsvinger & ETC

Mark, Reijer and I went to the Jitsvinger & ETC performance at 14 Hope Street last night. the venue isn’t the best for MCs since it’s a hall and it makes the sound bounce around and echo and you don’t get to hear the best of what they’re saying, but it was an energetic performance no less. partially charged by the energy of the ardent fans who were clearly there to recite every lyric word for word, the rest of the crowd was a strange mix. in fact, there was a granny who outdid everybody in terms of stamina and enthusiasm when it came to dancing. to me it seemed like a mix of family and close friends, made up by a bunch of youngsters i didn’t recognise, which is not something that usually happens in Cape Town.

Mark and I were hypothesizing that if we didn’t recognise anyone, it can’t be populated by the usual advertising crowd, therefore maybe Levi’s was actually reaching its market? rather have fewer on targets (the hall wasn’t even half full) than lots that miss the target. quality over quantity. got some pics:

jitsvinger

jitsvinger

crowd:

crowd

ETC:

etc

jitsvinger, moments before he mimicked pulling a gun on me. seriously. freaking artists:

jitsvinger2

shoes styles:

converse

sound wall:

bluewall

huge cuervo presence at the bar, with brands like Bell’s Whisky (WTF? Demographic brain freeze perhaps?), Smirnoff Spin, Storm, Heinekin and Windhoek bringing up the rear.

cuervo

the venue:

venue

more crowd vibes

crowd3

crowd4