Tag Archives: new marketing

iPad cognition

Yes, the iPad changes everything. I’m typing this on my iPad, and it is difficult to comprehend that this is so. This is the the iPad’s true glory. It changes the way you think about a computer, which will change the way we consume and produce information–guaranteed.

So maybe the printed word and the printed picture does have a chance… That is a chance to be published on an iPad anyway. If this is the Apple’s first incantation of the new computing, I’m blown away by its beauty alone.

What’s most impressive is it’s ease of use and its power to do (almost) all of the things that my MacBook Pro can do. Yes, I’ve heard the “iPad envy” jokes, but this is a the real deal, and I don’t even have 3G yet, but I will. And yes, the user interface works just like the iPhone does. (we all know what a failure that was, right?)

Much more than that, however, is the input/output effect it has on me. Professionally and personally as a blogger, content marketer and new marketing fanatic.

It’s been said that the typewriter changed the way authors wrote because of its mechanics. (i.e., people no longer used the quill because of the ease of the machine.) The same has been said of the word processor. The idea is that it’s possible Hamlet or Huckleberry Finn would never have been written had Shakespeare and Twain had the mechanical tools of our time. Obvioulsly, this is true, right?

Forget social media and the news the iPad made. It’s not about the device, it’s about the way we use the device.

It’s hard to think of a time where there was no such thing as an iPad. Really. And reading books and magazines is a ton of fun. And it just got started. I’m glad that I learned how to put content on the internet.

Happy Sunday!

Artisan Branding

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Artisan Branding.

Artisan Branding

There is a lively discussion about the power of the internet going on here on this blog. The internet has changed the face of marketing forever. What makes the internet so powerful is the amount of reach it has and how quickly you can access a message and / or information. This is where Artisan Branding comes from.

The internet has created new industries, as well—this is happening daily. My best analogy is this:

In 1964 you wouldn’t likely walk into a college classroom and learn anything about The Beatles. Times change. Today, you would certainly find an entire curriculum devoted to the world of the world wide web. But not in the 90′s.

The internet, again, is responsible for all of this. All of this knowledge is all online. The problem I have with all of the marketing and media companies is that most of them are so completely beholden to the “turn-and-burn” mindset that is nature of what was at one time “new marketing.” Not anymore.

People are getting so used to canned ingredients on the web that they are easy to discern for the average browser. The same thing happened to music. Too much packaging and not enough care to the actual ingredient. The ingredients of the 4 Liverpudlians actually made the band what it is. Certainly, they were packaged well. That’s another discussion or another course in college. But for the most part, it was about 4 brilliant musicians who made brilliant music.

Artisan Branding is an internet company that is about reality. No gimmicks. Just a hand crafted and hand delivered presentation. This is what the company will do in various forms.

It’s new and I am confident it is going to be something very special.

Oh – and here is the facebook fan page:

Artisan Branding on facebook

Community matters and advertising luxury

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Online communities are where new marketing displaced traditional advertising models.

It’s safe to say that “advertising luxury” is not the same as “luxury advertising.” Especially today.

“Luxury advertising” in the Spring of 2010 (as opposed to the Spring of 2008) demands risk. It has to be true. If every local luxury printed publication is literally subsidized by 1 or sometimes 2 of the top luxury agents, then why not go to Lulu.com and have a book printed there? I’m only asking. Maybe it’s more expensive. More time consuming?

Whomever closes the digital gap—not just blogs and social media, but using these tools—in their respective market assume complete market share in their respective market.

You can try to outdo your competition with spending, but you can also do it by harnessing the internet’s crowdsourcing for ‘traditional’ advertising budget spending.

It isn’t about “print vs web.” The tired notion that these two at odds is contrived and conceived by publishers who are (and they should be) concerned by the internet’s power. The iPad holds a few of the keys, IMO. Really, can you blame them. But it still doesn’t mean they should ignore these new mediums and dismiss them as last year’s big thing.

If, in fact, the housing market is (at the very least) in its early recovery stages, then surely it’s not going to be business as usual again for advertising and media companies when it has ‘recovered.’

My best guess is it’s going to have something to do with online communities. Companies like Etsy.com, Squidoo.com and Ning groups. Consumers—affluent consumers—also use these groups, by the way.

It’s understandable why one might think elsewise. They seem trivial at first blush.

Communities—that’s where social media has taken us. Now, what do we do as marketers of luxury to best serve our community? Or, better yet? Do you even have one?

If not, I’ll bet your competition either a) has one or b) has a solid foundation to build one upon

Luxury marketing trip: Part I

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I’m incredibly fortunate to be afforded the opportunity to travel today to ‘what I consider’ a declaration of the change. Change is good. And it happens frequently.

The past 5 years for luxury real estate agents and ad reps were a boon. (well, maybe the past 3 not so much). But things have changed. We can look back and ask ‘why?’ or we can accept that things are radically different and do something that is helpful, meaningful and just maybe even constructive.

New York, NY is where I’m headed today to listen to (in my mind) the leading thought leader of New Marketing give a presentation about his upcoming book Linchpin—Seth Godin.

I’ve read Linchpin, which is available on the 26th of this month. It’s brilliant. It’s not about social media or challenging the status quo (which are thematically linked to his blog and a lot of his books), it’s about where we are now, how we (marketers) got here and how we are going to—need to—get through it. To do this, we have to make a conscious choice to be creative. Not creative in the pseudo-scientific MLMish, The Secret-esque ways, but to actually create meaningful things that matter and posit ideas and push them through to their fruition.

There’s a lot more to this extraordinary book, and I promised I’d read it twice before I posted a full fledged ‘review.’ But, there are so many lessons we, as marketers, who have been at the epicenter in (arguably) one of the Great Recession‘s worst nightmare—the housing market.

We could all borrow a proverbial ‘page from the book.’ (pun intended, I think)

One point that is driven home is this: You ~~don’t~~ do have a choice to be a Linchpin. You just need to make it.

I’m in, are you?

The luxury market is a conversation