Posts Tagged 'narrative marketing'

Match Wits With Sherlock Holmes In This Unique Immersive Story Experience

This Saturday you can be part of a very cool narrative experience at Lincoln Center. You will be asked to solve a crime worthy of Sherlock Holmes. This is a “Sneak Preview” of a larger experience that will be staged later this year at a major film festival.

Details:
Saturday, May 2nd
12pm, 1pm or 2pm
The Frieda and Roy Furman Gallery
Lincoln Center
165 West 65th Street (between Broadway & Amsterdam)

RSVP NOW – space is limited

Come step into a FREE collaborative storytelling experience that reimagines the world of Sherlock Holmes. This coming Saturday, May 4th during the Columbia University Film Festival, we’ll stage 3 games starting at 12pm, 1pm and 2pm. Space is limited so make sure to RSVP.

Become Sherlock Holmes and help create and solve an evolving mystery in a fun and playful setting that mixes story, gaming and design. Lincoln Center is your crime scene and you’ll have 60 minutes to create and solve a mystery.

Sherlock Holmes and the Internet of Things is an ongoing project from the Columbia Digital Storytelling Lab in partnership with the NYFF and the Brown Institute for Media Innovation.

For more info on this storytelling prototype from the Columbia Digital Storytelling Lab visit http://sherlock.digitalstorytellinglab.com

About the project
Join storytellers, game developers, makers, creative technologists, and experience designers. An experiment in co-authorship – Sherlock Holmes and the Internet of Things invites participants to step into a collaborative design space. Over the course of monthly meetups, participants lay the groundwork for a re-imaging of Sherlock Holmes told through a series of connected objects. The year-long experiment culminates with a special presentation at Lincoln Center during the NYFF in 2015.

 Sherlock

2014 Marketing Hall of Fame — A Turning Point In Marketing

On Wednesday night, 5/28, we will be inducting 3 people in the 2014 Marketing Hall of Fame.

MHoF_Col

This marks a major turning point in marketing. The Age of Narrative Marketing is now ready for prime time.

It was 10 years ago that Ad Age mocked the very idea of narrative as a strategic framework, metaphors as the keys to compelling communications  and storytelling as the single most effective way to integrate digital and traditional media. The catalyst? A major talk by the CMO of McDonald’s revealing the secret for the company’s revitalization and leap in relevance, market share and stock prices — a new model for marketing, Brand Journalism, spearheaded by Larry Light.  Among the detractors were Al & Laura Ries were among the loudest detractors, “The notion that McDonald’s should abandon the positioning philosophy and instead adopt a brand journalism approach is lunacy.

  • Around the same time the ARF (advertising research foundation) was conducting a major industry study on the power of story being more effective than the traditional rational “proof point” or “reason-why”.
  • Gerald Zaltman was publishing widely on his research into the universal power of metaphor.
  • And 10 years ago I introduced the Narrative Branding model of marketing.
  • Douglas Holt of Harvard was demonstrating a model of “iconic” brands in which cultural storytelling was more important than the standard “positioning” or “USP” models.

Lunacy, heresy, whatever you want to call it, the reality is that narrative models of marketing are far more effective than traditional positioning. How far has marketing gone in the direction of narrative marketing?  When Liquid & Linked was revealed at Cannes it was received with awards.  More importantly, it is helping the company to achieve it’s aggressive marketing goals. And that is what is most important.

So join us on Wednesday as we are celebrating the brilliance of Beth Comstock of GE, Joe Tripodi of The Coca-Cola Company and Philip Kotler of Kellogg School of Marketing.  Each one of them has broken with the old traditional model of marketing.

  • The Coca-Cola Company’s model of Liquid & Linked is a prime example.
  • Beth Comstock has elevated the role of marketing within GE to create new markets.
  • And Philip Kotler is always at the forefront of where marketing is going, and particularly how marketing can promote positive social changes.

Another sign of the new age is that several years ago JWT, our host for Wednesday night, embraced Brand Journalism, created videos around their version of the approach, held panels at SxSW and did much to promote the new model.  The Commodore would be proud!

So come on Wednesday. Celebrate the Age of Narrative Marketing! Celebrate brilliance in marketing!  Marketinghalloffame.org

 

Philip Kotler on the Marketing Hall of Fame

Did you know that chairman of the nominating committee for one of the first Marketing Hall of Fame inductions was Philip Kotler?  Yes, back in 1995, when he wrote,

The two most important assets of any company, brand value and people value, are unfortunately not on the books.

While brands have slowly made there way onto the financial reports, marketers are still not on the books as valued and valuable resources. While there are awards for campaigns or for short-term successes, e.g. “Marketing of the Year”, there is no recognition for the people who have made tremendous contributions to marketing overall, and over a number of years.

We are changing that.

This year the Marketing Hall of Fame is inducting 3 individuals who have shown their innovation, leadership, inspiration and success over time, and often across multiple disciplines. This year we are celebrating brilliance in marketing, by focusing on the people behind the brands.

Marketing Hall of Fame to the people who make outstanding contributions to the field of marketing and are inspiring and educating the next generation of marketers.

Today I was in touch with Philip Kotler about his past role in the Marketing Hall of Fame. Phil Kotler wrote to me,

I am glad to hear that you are reviving the Marketing Hall of Fame and centering it on awarding people.

And he is already putting in nominations. I invite you to do the same.

Now is the time. This link takes you to the place: marketinghalloffame.org

MHoF_Col

 

 

The Marketing Hall of Fame Is Now Open

There is a Nobel Prize for Economics. And a Nobel Prize for Literature. Why isn’t there a Nobel Prize for Marketing?

Welcome to the one, the only, the official Marketing Hall of Fame. Celebrate Brilliance in Marketing.

MHoF_Col

 

The Marketing Hall of Fame is where the Nobel Prize of Marketing lives. Produced by the NYAMA.

Stay tuned…more to follow…

4 X 4 in Times Square – or – Unpacked in the Packed Square

One of my secret vices is reading a book while walking down the street.  Now, since our offices are just off of Times Square, I reach a point where I just have to put down the book and look around me.  As anyone who has walked through Times Square lately can tell you, Samsung is launching the Samsung Galaxy S IV right there, tomorrow evening.

While I was admiring all of the digital billboards for the Galaxy S 4, I had to do a double take.

4 by 4?

4 by 4?

LG is engaged in their own guerrilla tactics.

In this case LG is probably wasting their money.  Their message is speaking to themselves, or to Samsung Mobile executives, but certainly not to the average person who just sees

4

It just fits in with all of the other “4” billboards wrapped around the neighborhood.

The 4 Corners of the Galaxy

The 4 Corners of the Galaxy

Honestly, I didn’t even realize that the LG billboard was trying to poke fun at Samsung until I looked at the photos later in the day.  “It will take more than 4 to equal one.”  With the visual emphasis on “4” LG is actually hurting their own cause.  Their spending is reinforcing the Samsung message.   Times Square is crowded visually, LG needs to have a better storyline to stand out.  There is no stopping power to their advertising.

Full disclosure, while Samsung is a client of Verse Group, we did not participate in this unpacked event.

BRITE Is On The Horizon

This year’s BRITE Conference is scheduled to start on Monday, March 4th.

The team up at Columbia Business School always put together a fascinating program.  A lot of hits and very few fizzles over the years.

Last year BRITE and the NYAMA teamed up on a major study on Marketing in the Age of Big Data (NYAMA_BRITE_Slides_030612 copy)  Professor Don Sexton and I presented some of the key findings.  David Rogers drew on it for additional insights.  While we aren’t presenting new data at the conference this year, there will be additional findings released by Don and David in the coming months.

So here’s what you need to know:

Our presenters will speak about a range of topics such as digital strategy, the future of mobile, and global insights. Our agenda can be found at:http://www.briteconference.com/Brite13/agenda.aspx.

Featured speakers include:

  • Shiv Singh, Global Head of Digital, PepsiCo Beverages
  • Liz Schimel, Chief Digital Officer, Meredith National Media Group
  • Kerry Trainor, Chief Executive Officer, Vimeo
  • Kaaren Hanson, Vice President of Design Innovation, Intuit
  • Michael Hagan, Chief Operating Officer, LevelUp
  • Jean Brandolini-Lamb, Vice President, Global Branding, SAP
  • Charles Duhigg, Author, The Power of Habit; Journalist, The New York Times
  • Miklos Sarvary, GlaxoSmithKline Chaired Professor of Corporate Innovation, INSEAD
  • Bernd Schmitt, Executive Director, Institute on Asian Consumer Insight; Professor, Columbia Business School

We hope to see you there!

Best,

David, Matt, and Allie

Presented by the Columbia Business School Center on Global Brand Leadership

March 4 – March 5, 2013

Lerner Hall, Columbia University, New York, New York

About BRITE

BRITE ’13 will bring together 300-400 leaders from business, technology, media, and marketing to discuss how technology and innovation are transforming the ways that companies build and sustain great brands.


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