by jeremywaite
If you’ve not seen this before – I hope it informs, educates and inspires you in the same way that it made me look at a few more things differently…. (Thanks Jacquelyn & Marta)
jul20
What the F**K is Social Media [SLIDESHARE]
Archivo de la etiqueta: Jeremywaite.wordpress.com
jul14
The Top 12 Celebrity Marketing Articles from Sex, Brands & Rock’n’Roll
by jeremywaite
Over the past 6 months I’ve lost a lot of sleep writing some great content for my book “Sex, Brands & Rock’n’Roll”. A brief look over the proofs reminded me of some great posts you may have missed. Enjoy…
- Marilyn Monroe : Marketing the Greatest Sex Symbol of All Time
- Be Like Che Guevara : Start a Revolution in Your Business
- The Ramones, U2, Take That, Joy Division & Lady Gaga on Branding
- How Will JFK’s Name Be Remembered?
- 8 Reasons Why We Are So Obsessed With Celebrity
- How to Build a Superstar Brand like Michael Jordan
- Why Einstein Was NOT a Genius
- Are Size 16 Supermodels like Crystal Renn a Step Too Far?
- Why Didn’t Walt Disney Believe in Recessions?
- Why Does Patti Smith STILL Inspire Everyone?
- Tiger Woods To Climb Mount Everest
- If Your Product Was Amazing, You Wouldn’t Need to Pay for Advertising
Jeremy Waite | www.jeremywaite.co.uk
jul13
Marilyn Monroe : The Greatest Sex Symbol of All Time
by jeremywaite
Hollywood has always been built upon stories and fairy tales, the greatest of which happened exactly 60 years ago when Marilyn Monroe got her first big break in a film called ‘The Aspalt Jungle’. Only 3 years before she was called Norma Jean and was struggling with bit parts and modelling jobs. It took her 6 years with very little success to finally break into Hollywood where she became the first, and the greatest personal brand of all time.
Constantly dismissed by many film critics as a ‘dumb blonde’ for her one-dimensional roles, she knew what worked and she kept doing it. It’s funny how the same criticism is still thrown at celebrities today, despite what made them famous in the first place.
Lee el resto de esta entrada
jun29
David Beckham for England Manager
by jeremywaite
It sounds crazy but the FA could do worse than appoint David Beckham as their new England manager. Is there anywhere that he isn’t these days? Supporting the troops in Iraq, smoozing with Prince Harry and Price William, cheerleading England more than Fabio Capello was during yesterdays painful 4-1 defeat to Germany….
As well as being arguably the number one celebrity brand in the UK (and he’s up there in the world rankings), it made me think…
“In these tough times, people are more likely to trust David Beckham than David Cameron”.
Run the national football team, fix the economy, win us the world cup bid for 2018, help organise London 2012. At what point in the future might he also let us know that he’s actually planning to run for prime minister? Lee el resto de esta entrada
jun29
8 Lessons on Branding from 8 Musical Legends
by jeremywaite
1. “Don’t think that the brand is just the logo, stationery or corporate colours”.
The Ramones lead the way in the punk music revolution of the 1980’s. What’s interesting about the Ramones though is that their logo is more famous than their music ever was.
Ramones t-shirts are everywhere, yet their few people can ever name any of their songs. It’s great that marketers are capitalising on their cool status, but once the next cool icons comes around the Ramones may be forgotten. If they were remembered for their music and their logo – things would be quite different.
The Ramones are one of the only bands who’s merchandise sales have far eclipsed anything they ever made on album sales.
Great bands (like great brands) encompass everything from their fans perception and experience to the quality of their product, their presence on-line and their ‘tone of voice’. You love a band because of how it makes you feel and what their music reminds you of. Brands are no different, that’s why the most successful brands have learnt to connect with their customers on an emotional level and not just a rational level. The logo is just the packaging. What is important is what you think and feel about that product or company – that’s the brand.
2. “When rebranding, don’t forget about your brand’s equity and your customer goodwill”.
Dismissing brand equity when you are rebranding anything alienates established customers, while unnecessary overhauls can irreparably damage a brands perception. When Take That re-launched their careers in 2006, they were careful to remain faithful to their existing original brand and the reason that their fans loved them so much in the first place – but it was also obvious that they weren’t a boy band anymore.
They had an image overhaul led by some very well-chosen stylists, but they wrote great songs to capture the public’s imagination again. They reminded us why we loved them so much in the first place and within 2 years they broke records for CD sales, DVD sales and concert tickets. All because they kept the things that made them special and only revamped the things that needed bringing up to date.
Like Take That, many companies try too hard to rebrand themselves when sometimes just a new coat of paint or a small evolution may be all that is required. Just look at the Post Office when it changed its name to Consignia in 2001. They soon realised that customers didn’t understand why a much-loved name had been ditched and they were forced to change their identity back to the original one. A costly mistake, but one that some decent market research and customer insights could have helped to avoid. Lee el resto de esta entrada
jun29
Walt Disney : “I’ve heard there’s going to be a recession. I’ve decided not to participate”.
The Walt Disney Story.
(Sit back and enjoy – this is a good one, because if you’re an entrepreneur or are looking at setting up your own business, then this article could be all the inspiration you need)
Walter Elias “Walt” Disney (December 5, 1901 – December 15, 1966) was an American film producer, director, screenwriter, voice actor, animator, entrepreneur, entertainer, international icon and philanthropist.
- He is particularly noted for being a film producer and a popular showman, as well as an innovator in animation and theme park design.
- He and his staff created a number of the world’s most famous fictional characters including Mickey Mouse, a character for which Disney himself was the original voice.
- He has won 26 Academy Awards out of 59 nominations, including a record four in one year, giving him more awards and nominations than any other individual.
- He also won seven Emmy Awards.
- He is the namesake for Disneyland and Walt Disney World Resort theme parks in the United States, as well as the international resorts in Japan, France, and China.
And before he became successful, he failed. A lot… Lee el resto de esta entrada
jun24
FREE Seth Godin / GapingVoid Poster
by jeremywaite
Click Image to Download Poster
http://jeremywaite.wordpress.com/2010/06/22/free-seth-godin-gapingvoid-poster/
jun24
Online-only publishing may be the answer for struggling Erotic magazines
by jeremywaite
What a week it’s been for sex in print. I don’t mean framed masterpieces of erotica, I mean sex in the written form, and the few publications that present this complicated genre with words and not pictures.
First, the Erotic Review announced that it is going online-only, ending its fifteen-year print history. The June issue – its 110th – is available to download now.
Next, news leaked out that Scarlet magazine, a glossy for the sexually liberated woman, is closing.
Then there was confusion surrounding Forum magazine after its publisher, Trojan, went into administration. Once the storm calmed, Forum – another magazine that runs sizeable sex features – revealed to its readers that it was not withdrawing from print but rebranding as Foreplay. Lee el resto de esta entrada
jun22
Top 10 Positive Celebrity Role Models
by jeremywaite
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Joanna Lumley
Joanna Lumley
- Judi Dench
- Helen Mirren
- Morgan Freeman
- Kylie Minogue
- Meryl Streep
- Jamie Oliver
- Sean Connery
- Stephen Fry
- Terry Wogan
[Source: Celbra (Celebrity + Brand) Survey by Millward Brown]. Lee el resto de esta entrada
jun13
6 Advertising Words That GUARANTEE Success!
by jeremywaite
“
Click the image to see the full campaign
According to a recent media survey, these are the 6 key words that provide the highest responses across press and on-line advertising;
- NEW (We all want to be the first to know).
- EASY (I don’t want to save money, I want more time to do what I enjoy)
- FREE (But if I am looking at saving money, I’d rather not spend anything at all)
- MONEY (I want a better lifestyle, but don’t tell me about get rich quick schemes)
- SEX (Apparently, men ‘only’ think about it every 4 minutes).
- HEALTH (Please improve my well-being so I can enjoy numbers 4 and 5 for longer!) Lee el resto de esta entrada
jun7
8 Reasons Why We are So Obsessed with Celebrity
by jeremywaite
A few years ago, Piers Morgan suggested that celebrity-driven journalism was no longer the way to sell newspapers. Three years ago, a survey found that 60 per cent of adults were bored with celebrity and yet Neilson TV ratings and book sales suggest otherwise. Why is it that we are so fascinated with celebrities? Lee el resto de esta entrada
may23
Four Words That Will Stop China Eating Your Lunch
by jeremywaite
Still a business & Style icon : Gordon ‘Greed is Good’ Gekko.
Lord Digby Jones wrote a great piece in the Sunday Times today that made him sound like a modern day Gordon Gekko. Since Wall Street 2 has sadly been put back until September 24th, I guess I’ll have to live with these fine words from the Minister of State for UK Trade & Investment in the meantime…
We live in a world where China wants your lunch, and India wants your dinner. This century belongs to Asia, and if we’re going to trade our way out of this economic malaise, we can’t rely on price to do it. Lord Digby Jones
Only last week I was encouraging a client not to compete on price. “Only one company can ever be the cheapest” I said, “…and chances are it’s not you“. Everyone else must therefore compete on price, great design and great branding in order to stand out in a very crowded market place.
There are four words companies need to compete: QUALITY, VALUE-ADD, INNOVATION and BRAND. By innovation, I don’t mean invention; it might be taking an idea to market like ‘how do you check people in at a hotel’. By brand, I mean building a reputation in your sector for doing things like training your people better every day. Lee el resto de esta entrada
may17
One particular brand has remained a permanent fixture throughout my life: Adidas.
by jeremywaite
One particular brand has remained a permanent fixture throughout my life: Adidas. A German sportswear brand that has its roots, its ‘brand heritage’ primarily in athletics and football, Adidas has also been the unofficial clothing brand of black American music since the 1970’s (save a small blip in the 1990s when Nike muscled in). As an international brand, its position in the market and the signals it sends out vary in different regions throughout the world. 
Like most sophisticated brands these days, it tailors its marketing and product to suit particular territories. But as a white middle-class young adult living in England, these are a few general meanings and signals that Adidas carries for me:
- I am aspirational: I share the same goals and ideals as the athletes (British Olympic Team), musicians (Run DMC) and fashion designers (Stella McCartney) associated with Adidas. But not David Beckham.
- I am not the mainstream: although Adidas is one of the biggest sportswear brands in the world, it is not the largest. As an individual I want to fit in generally, but not be the same as everyone else.
- I am European: Adidas is not American. Although I am not nationalistic, I am proud of my heritage, and sometimes feel anti-American.
- I am ethical: some rival sports brands are notorious for using sweatshops, which I disagree with. Although I cannot be sure if Adidas has a better or worse track record, to me they seem to be far more responsible.
- I am not a slave to work culture; I am prepared to work hard when required, but I do not subscribe to the traditions of the workplace, choosing to wear sportswear over a suit to reinforce this.
By wearing the Adidas stripes on even the most minor piece of clothing, I hope to convey the idea that I am an aspirational, freethinking and autonomous European with some sense of moral structure and a worldwide political view. It’s likely that I never actually articulated these values to the people I know in any serious conversation, nor given much thought to acting on these supposed standards, but to acquaintances and strangers alike, these are the principles I wish to associate myself with, and I can articulate them visually by endorsing this one brand. Having been exposed to the same marketing and brand positioning, a stranger passing me in the street would hopefully catch sight of my Adidas trainers, remember the brand’s values and then equate them with myself.
Obligatory Adidas Wallpaper
To someone with a little less zeal for brands, this proposition may sound far-fetched. But I believe that we all build meaning into the simplest things we buy, consciously or not. Openly admitting this to my circle of friends would be an embarrassing admission of superficiality. Yet each of us knows we are thinking the same thing…
Excerpt from ‘Bonfire of the Brands’ by Neil Boorman.
http://jeremywaite.wordpress.com/2010/05/15/i-adidas-therefore-i-am/
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abr28
Top 10 Negative Celebrity Role Models
by jeremywaite
According to a new Celbra (Celebrity + Brand) Survey by Millward Brown, these are the Top 10 Negative Celebrity Role Models .
- Amy Winehouse
- Katie Price
- Paris Hilton
- Russell Brand
- John Terry
- Tiger Woods
- Peaches Geldof
- Pixie Geldof
- Jonathan Ross
- Kate Moss
I wonder what Sir Bob Geldof makes of it? Especially as the current issue of Marketing Week also leads with the story, “Heroin turns Peaches from bad to rotten”. According to her employer, the story goes like this…
“We’ve given this a lot of thought, but there’s a point where a business must stick to its principles and as a brand that targets young women, we feel it is impossible for Peaches Geldof to continue to work with us as the face of Miss Ultimo lingerie.”
That was Michelle Mone, founder of the Miss Ultimo lingerie brand on Tuesday, as she explained the axing of Peaches Geldof as the brand’s first celebrity ambassador.
The parting of Miss Ultimo and Geldof will cost both parties considerable sums. But allegations of a wild night of sex and heroin abuse prompted, according to reports, 3,000 complaints from parents, concerned about Geldof’s association with their daughters’ favourite underwear brand. One emergency meeting later and the decision was made.
Miss Ultimo plans to replace Peaches with a new celebrity ambassador. The brand isn’t short of experience in picking famous faces to associate with New television adverts will star television presented Kelly Brook and in the past, Helena Christensen and Sarah Harding have been among the models and pop stars to promote the brand. Lee el resto de esta entrada
abr22
Are Size 16 Supermodels a Step Too Far?
By jeremywaite
“When you’ve got charm, size doesn’t matter”. Crystal Renn
Vogue’s model of the moment, size 16 super model Crystal Renn, is spearheading the launch the new Italian on-line magazine, Vogue Curvy. Initially I was fascinated and excited about the launch of their brave new venture, but the more I think about it, the more I think we are being sold half a story without seeing the full picture.
Personally, I find curves much more attractive than stick thin super models. I recently wrote about Kate Moss, but because of her talent and longevity, not because of her shape. I’ve never been a fan of heroin-chic, so I’m as guilty as anyone of celebrating ‘real women’ on the covers of fashion magazines or in advertising campaigns, but I also seem to have missed the ‘real story’.
Size 16 ‘Supermodel’ Crystal Renn
“As a size 16 model, Crystal Renn is over-weight. It’s easy to get caught up in the ’size zero argument’, but the UK has a much bigger problem with obesity and over-eating than it does with anorexia. It is far more important for the media to promote healthy models”. (Jessica Lovell, Nutritional Therapist & Wellness Coach) Lee el resto de esta entrada
