MILK's blog delivers emerging
perspectives on changing consumer
culture, trends and social influences:
Was that a cow?
This current campaign for Fage yogurt by Mullen is running with the line Plain Extraordinary. It’s high production values are nice and have clearly aimed to position it more in the guise of a natural beauty product rather than a yogurt which is certainly a cool category jamming idea, but then there’s a few bugs in the system!
The voice over script is so bad that it feels like the ad is a spoof on indulgence. Now that is fun, see the old Boddington’s ad from the UK which parodied the Calvin Klein and luxury sector to mock its superficiality and bring the tone of the brand to life.
So I was pretty much in hysterics thinking this was a really fun ad, especially when it cuts to the shot of the cow covered in yogurt. I was waiting for the clever twist which made the brand really cool, but it didn’t come.
Judging by some of the inspired viewers comments for the spot on YouTube it’s a hit with a some people who actually buy into the faux sincerity of the script, butI’ll leave it to you to decide. It feels like this really could have been something fun and smart which it has failed miserably to do, in favor of believing its own cliche.
Mobile innovation
There’s little doubt that mobile innovation will lead growth in the advertising industry, certainly Sir Martin Sorrell thinks so.
Perhaps a more interesting question though is what does mobile innovation mean for a brands role rather than just the ability to have an advertising presence? With over 350,000 apps available through Apple’s iPhone App Store alone, it’s arguable an app is not the answer.
Simply, the governing factors driving mobile innovation hold the answer which can allow brands to play a role if they are willing to step out of the preconceptions of what mobile marketing is.
Innovation on the one hand is being driven through the hardware formats and these hold true to two principles. 1, converge digital services through the device (a phone, email, web, video, camera…). 2, device innovation diverges against consumer usage occasion – The iPod Nano is an iPhone Mini waiting to happen, whilst the iPad2 with Facetime continues to shape the role of iPad as the social technology experience device of choice.
Innovation is also being driven by ‘The Cloud’ for a devices ability to provide connective experience on a near permanently online basis. For this reason connectivity represents a significant sponsorship opportunity for social brands.
Perhaps most critically for brands, there is the role of new content experience. So far this has seen brands integrating content through Apps enbedded within Ads on mobile content, or as Apple call, them iAds.
Beyond this, the content opportunity for brands could really look more like the platform developments we’ve seen in TV.
Branded films, shows and interactive content developed against mobile media channels. The question for progressive brands is how to own the channel rather than become a show, or even worse a feature of the show. Whilst TV networks have been first on the scene here, though it’s more likely it will be the likes of GoogleTV who could lead the category. The opportunity for mass culture brands is significant here if they act now and work with content producers and platform creators to own the space and establish consumer following.
And beyond content, brands may do well to engage in external IP product ventures to provide experiences around their existing brand social consumption occasions. The new Jawbone Jambox is one such device which would have been a perfect branded product opportunity for any brand looking to increase their social role in music experience and social connectivity.
Mobile is without doubt the most exciting and undefined media future and where there is low definition there is high opportunity.
Finally watch this to remember where it all started: First cell phone commercial
2010 The year of innovation.
The signs from budgeting and planning are clear, this year we should be set to see some genuine innovation in brand owning businesses, marketing teams and agencies alike.
Last year was about dealing with tough change, but this year is definitely about making the most of what you have and finding inventive ways to maximize opportunity.
Naturally here at MILK this is cool news. Being a company that specialises in cultural direction and how to develop new concepts to connect businesses or brands with consumers feels a good place to be.
The interesting thing is that the scope for developing concepts is broader than it has ever been. Whether it be straightforward brand strategy and proposition development, or NPD, or business diversification… the range is truly expansive.
We’re talking to clients and business partners about the different ways to innovate, sometimes with IP share on ideas and initiatives, sometimes working as an ideas creator, sometimes helping to drive innovation through business. Even the approach to innovation is becoming innovative!!!
When I used to work with T-Mobile, they had a slogan for their business philosophy: ‘Never stand Still’. It is certainly this mentality which will highlight the winners and losers in the year ahead, those brave and creative leaders will embrace this new era of pioneering and those that don’t just won’t be around for long.
Where do trends come from?
Much of the work we do at MILK is based on understanding changing culture and trends.
The interesting thing is that generally the preoccupation with trends focuses around: What is the trend and where’s it going? This has been fueled by books like Malcolm Gladwell’s Tipping Point, focusing in on why something small fads become popular trends and others fade away without establishing themselves.
For us, the more interesting point to focus on is: What is the trend derived from and why? What in culture is changing to make something of interest bubble to the surface in general societal attitudes and behaviours?
One indicator we use as a point of reference is shown in the diagram above.
Just about anyone who’s studied or worked in marketing has heard of Maslow’s Hierarchy of Needs, but surprisingly few have come across Shalom Schwartz.
Schwartz took Maslow’s thinking and pushed it further to determine a map that demonstrates values states, it also proposes that these values sit opposite one another in a wheel like configuration.
Taking this simple reference point and applying it against society you can start to build a real picture of what makes us tick and more importantly why!
Now if you start to measure society’s values (like the smart folks over at Cultural Dynamics do!) then you start to understand the motivations and pressures driving shifts in values.
Understand this and you understand how trends form. Start to project values shifts based on known values movement and you can start to see how and if trends will grow!
For people in the communications industry or government this is like alchemy for ideas, it’s powerful stuff.
Mobile augmented reality
Call it what you wish, post digital, mobile apps, convergence media…
To us the principle interest is integration into our daily lives. We’ve seen some really interesting applications of branded ideas using integrated technologies such as the Livestrong Chalkbot, We are Scarf, Baker Tweetand the epic Foursquare. But equally the topic gets dulled down by the dump of bad executions too.
Some good guys in the industry have been moving the commentary along, the likes of Faris Yakob and Helge Tenno and if you’re so inclined take a peek at Mashable, or Ismashphone.
We’re expecting big things next year around this area, as things like Foursquare started to build in numbers in the UK and more stores and bars get involved.
It still feels that the scope for brands using this kind of innovation has hardly scratched the surface, but it seems the hottest place to spend your budget if you want genuine social engagement, creativity and real/digital integration.
MILK Magazine in Magma Books
I’m really pleased to announce from next week you’ll be able to pick up a copy of MILK from those nice people at Magma bookstores.
They have shops in Clerkenwell Road, Covent Garden, Manchester and online.
More info on Magma here.
Co:Yo Bloggers!
Imagine being 13 and knowing that you have the attention of some of the most experienced, famous and revered talent in the world. Listening to you. Believing that what you had to say is firstly of interest but, perhaps even more importantly, of value.
Tavi Gevinson is 13. She lives in Chicago and she writes a fashion blog “The New Girl in Town”. The first her parents really understood of the significance of what their teenage daughter was doing in her bedroom was when she had to ask their permission to appear in a New York Times feature – because she was underage. But that in itself is perplexing. Fashion royalty is waiting to see what you say next but to the rest of the (analogue) world you are a minor. Still at school, still needing your mum to sign you out of P.E and still learning about life and what the world means.
How is it that this new generation seems to have skipped straight to the point? Even one generation ago, it was unlikely to have someone with 20 years experience, extensive amassed knowledge and qualifications give youth the time of day but the question today is whose teaching whom? How has the digital realm facilitated the proverbial leveling of playing field between age and youth, knowledge and perspectives, experience and greenness.
At MILK, we’ve been developing a model for Co:Yo or Conscious Youth. A generation that has known nothing but instant access to a digital world. To instant information, instant connection to their friends, brands and any world that excites or interests them. They have the ability and access to develop their skills and knowledge from a much younger age, exemplified by Tavi, long before the previous generation was even contemplating what “Options” at school might begin them on a path to something they were interested in. Imagine having known what you know now since you were 13; being 10 years ahead of your current self in terms of perspective forming or exposure to the commercial world. And that’s not suggesting that these teenagers have already signed off on their life’s vocation but they are commonly demonstrating an aptitude that some are still waiting to find in their twenties or thirties.
POP magazine recently ran a feature covering Tavi and her peers. And let’s not dismiss that point too quickly. Appearing on the cover of POP magazine as part of a collaboration with Damien Hirst is arguably no small achievement; regardless of age and career credentials. The article included a roundtable amongst the young bloggers and it’s fair to say that they are both articulate and savvy. Demonstrating understanding of commercial restrictions and politics and their perceived liberation of luxurious free speech and opinions is arguably far beyond what one might expect of their years.
But the question is, if this new generation is indeed at liberty to form perceptions and explore their interests free from the bias most face in commercial environments, then who is teaching whom? For sure, the fashion glitterati are unlikely to solely base their next season’s collection purely on the wisdom or freedom of youth but they are equally unlikely to be as complacent as to ignore the impact they are having.
So what is the real lesson we can learn from this generation? That we can achieve what we thought was previously unobtainable? That with the right content and a virtual podium we can all be heard at an equal volume?
And if everything changes so rather than being a linear learning process the system is more cyclical, how will society feel about our children knowing more than us, faster than us? How will this change our education structures? Will schools encourage students to follow their individual inclinations rather than adhering to timetables with subjects that may have little bearing on their now earlier developed skill-set? It would seem fair to suggest that there may be a need for new strategy in response to this move towards self-learning.
It’s true that this generation of Conscious Youth is still just that-youth. They still require and indeed desire guidance but they are ambitious; learning and developing and getting there fast. They don’t have the answers yet but they have the resources and time at their disposable and if, as Author Malcolm Gladwell believes, its the hours that make you the expert, it may just be that those hours spent “surfing the net” will pay off sooner than we think.
Welcome to MILK’s new digital home!
What a ride, what a year!
For those of you close to MILK, both clients, partners, friends and pets, the launch of our new magazine and web site is met with ‘about bloody time’. But for those MILK virgins out there, we’re hoping the response is abit more, ‘ooh nice pink bits!’
We’ve got high expectations for the new magazine, which if not already, it should soon be in your mail tray. But if you’re of the impatient persuasion you may read it here.
Keep checking back to this blog for updates, or set your RSS, because we promise this thing called MILK is about to blow the roof off cultural thinking and fill you with the freshest, most progressive and interesting trends, perspectives and generally awesome thinking you could wish for – More Informed Lifestyle Knowledge – get it? good. Now share the love.
If you want to know more about contributing to MILK Magazine, please contact clyde@milkinsight.com
