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Added for You - Reality Branding - Are You Taking Advantage Of The 40 Year Social Pendulum?
A colleague of mine once made the comment that two of the strongest motivators of people are fear and greed. I have pondered this, and I believe that this is a very basic human behavioral pattern. When I discussed this subject with my wife, she said that sex and money are the strongest motivators. Unfortunately, she is right about sex since porn is one of the hottest things on the Internet. Money is also a motivator but it is associated with the greed to which I previously referred. If we have money, we always want more.Since respectable businesses will not associate with porn, let’s address fear and greed.These emotions are the major motivators used in some of the advertising on the Internet. Most of the “high pressure” ads that you see begin by promising to make you $1000+ per day (pick your own number). This offer appeals to greed. As you read through the ad, you come to the part where you are told that today is your lucky day since if you order RIGHT NOW, you will get a ???? % (pick your own percentage) discount off the list purchase price AND you w
Cool right now is all about reality and social conscience, where as for the last 40 years we've gone from individual rebellion (rock and roll), to free love (individual dreaming), to rebellion (punk rock), to material girl (the individual success story) to free your mind (90?s acid rock).
Interestingly if you take Madonna as a survivor of this social pendulum notice how her style and lyrics have changed? She started off as rebellious material girl, all vogue and power icon but now has shifted to a real mum with a social conscience (ray of light album).
Social conscience and getting things done
We?re switching from an idealistic society where it is Ok to dream, to a social society where getting things done is more important. The shift in society will have profound effects on branding and advertising over the next 20 years at
These are the fundamental steps that lead a business to a path of progress and competitiveness enhancing efficiency and effectiveness of the business. There are 7 steps that are discussed below:1. Finding the Gaps It includes the skills and knowledge your company possesses and is a major determinant of your success. In this step you need to identify your strengths, areas needing further study and areas of concern that could seriously affect your ability to stay competitive. Once you are through with this step, you would have access to practicable online information and other references that will help you bridge any knowledge and skill gaps. Filling these gaps will help in making your organization better prepared and to ascertain benefit from valuable information relating to the various management functions.2. Pre-Planning Pre-Planning is the process by which the management of an organization foresee its future and develop the necessary measures and operations to achieve the goals of future. It includes development of the purpose, mission, vision, and value statements of the managing te
Roy?s presentation explained a phenomenon that happens every 40 years where folks? attitudes gradually shift over time in an opposite direction to that of the previous generation. He finished by predicting that in the next 2-3 years we?re going to see radical shifts in the way people buy and what they are influenced by. I am labeling this shift for the purposes of this article Reality Branding.
The shift starts with the arts
Roy described how music and art is the first indication that ?times they are a changing?. Typically music precedes this social shift before the whole idea goes mainstream. If you think about it, looking at music and the arts is a reasonable indicator of what people think. I?m not talking about the reaction to one hit wonders, but the general trends. Why does everyone suddenly get the same kind of groove, coast to coast, continent to continent?
I remember reading a CaveChat (bulletin board) thread from 5000BC 2 a few months back where one post compared Eminem to Elvis. I thought it was a strange comparison at the time because it was not explained in the context Roy described. I now understand that it wasn't that these icons were comparable as artists; it was that they are comparable in the shift they reflected in the "mainstream" in society.
Take Elvis?
Since the late 50's we've had rock and roll in one form or another and it all started in 1957 with Elvis Presley curling his lip and shaking his knees in a fashion that made the young ladies of the time pass out with excitement.
Or did it? Rock and roll has its roots well before Elvis as I?m sure all the musical historians will tell you, however when Elvis and his iconic charm came along the music went mainstream and that is the point. For the next 40 years music was in one form or another, an iteration, imitation, categorization, blend or copy of a rock and roll based rhythm.
So what about Eminem?
Eminem and probably a few others brought hip hop to the masses. In 1997 (40 years exactly from 57 when Elvis emerged on the scene) the hip hop generation was becoming very popular. Eminem was one of the emerging talents of the time, but the white guy in a predominantly black musical genre signaled the approach of the mainstream.
It reads like a script when you compare how Elvis before him was preceded by less famous Rock and Roll artists that were the true pioneers. Eminem and Elvis can be compared because they hit the scene around the time that people were ready for it and made history. Ever heard the saying ?there is nothing more powerful than an idea whose time has come??3 Eminems brash, hard hitting, realistic and edgy approach has the latest generation of young ladies screaming "That shit is bumping" 4 but they wouldn?t pass out because it isn?t cool.
And it?s ?what?s cool? that?s the point isn?t it?
What do hip hop artists sing about? Trouble on the streets, too many guns, poverty, sex, saving the world, where is the love - The Black Eyed Peas ? and their rap about social conscience?
In addition other bands which aren't hip hop are of a similar vein in their lyrical content. Think Coldplay from the UK and their lyrics in Lights out.... "Come out upon my seas, curse missed opportunities (am I) A part of the cure, or am I part of the disease".
Am I a part of the cure or a part of the disease??
Right now, it?s cool to be talking about real problems people have or reflecting on the reality surrounding them. Fantasy is out of the window, dreaming is for hippies, Can you imagine Coke releasing ?I?d like to teach the world to sing in perfect harmony? without causing an entire generation to throw up? In 1971 people actually sang along!
Cool right now is all about reality and social conscience, where as for the last 40 years we've gone from individual rebellion (rock and roll), to free love (individual dreaming), to rebellion (punk rock), to material girl (the individual success story) to free your mind (90?s acid rock).
Interestingly if you take Madonna as a survivor of this social pendulum notice how her style and lyrics have changed? She started off as rebellious material girl, all vogue and power icon but now has shifted to a real mum with a social conscience (ray of light album).
Social conscience and getting things done
We?re switching from an idealistic society where it is Ok to dream, to a social society where getting things done is more important. The shift in society will have profound effects on branding and advertising over the next 20 years at l
When the once-successful, top-flight executive loses momentum and no longer performs to potential, the questions to be asked are "Why?" and "What now?" As the once-effective manager begins to flounder or derail, these very same questions must be considered.Statistics show that a full third of senior executives ultimately fail. Often the unseen causes stem from psychological blind spots, areas of weakness that others can see all too clearly. Chances are good that you've got folks like this in your organization. Who doesn't know people with one or more of the following difficulties?1. He lacks effective people skills - he's too abrasive with others - or he is isolated, unavailable. Perhaps his reactions are unpredictable, leaving others wary of interacting with him.2. He lacks managerial finesse - he micromanages his team - he fails to delegate responsibility where appropriate.3. He lacks follow-through - he fails to keep his promises - he leaves his people hanging.4. He doesn't communicate effectively with others in the organization.What can be done with th
I remember reading a CaveChat (bulletin board) thread from 5000BC 2 a few months back where one post compared Eminem to Elvis. I thought it was a strange comparison at the time because it was not explained in the context Roy described. I now understand that it wasn't that these icons were comparable as artists; it was that they are comparable in the shift they reflected in the "mainstream" in society.
Take Elvis?
Since the late 50's we've had rock and roll in one form or another and it all started in 1957 with Elvis Presley curling his lip and shaking his knees in a fashion that made the young ladies of the time pass out with excitement.
Or did it? Rock and roll has its roots well before Elvis as I?m sure all the musical historians will tell you, however when Elvis and his iconic charm came along the music went mainstream and that is the point. For the next 40 years music was in one form or another, an iteration, imitation, categorization, blend or copy of a rock and roll based rhythm.
So what about Eminem?
Eminem and probably a few others brought hip hop to the masses. In 1997 (40 years exactly from 57 when Elvis emerged on the scene) the hip hop generation was becoming very popular. Eminem was one of the emerging talents of the time, but the white guy in a predominantly black musical genre signaled the approach of the mainstream.
It reads like a script when you compare how Elvis before him was preceded by less famous Rock and Roll artists that were the true pioneers. Eminem and Elvis can be compared because they hit the scene around the time that people were ready for it and made history. Ever heard the saying ?there is nothing more powerful than an idea whose time has come??3 Eminems brash, hard hitting, realistic and edgy approach has the latest generation of young ladies screaming "That shit is bumping" 4 but they wouldn?t pass out because it isn?t cool.
And it?s ?what?s cool? that?s the point isn?t it?
What do hip hop artists sing about? Trouble on the streets, too many guns, poverty, sex, saving the world, where is the love - The Black Eyed Peas ? and their rap about social conscience?
In addition other bands which aren't hip hop are of a similar vein in their lyrical content. Think Coldplay from the UK and their lyrics in Lights out.... "Come out upon my seas, curse missed opportunities (am I) A part of the cure, or am I part of the disease".
Am I a part of the cure or a part of the disease??
Right now, it?s cool to be talking about real problems people have or reflecting on the reality surrounding them. Fantasy is out of the window, dreaming is for hippies, Can you imagine Coke releasing ?I?d like to teach the world to sing in perfect harmony? without causing an entire generation to throw up? In 1971 people actually sang along!
Cool right now is all about reality and social conscience, where as for the last 40 years we've gone from individual rebellion (rock and roll), to free love (individual dreaming), to rebellion (punk rock), to material girl (the individual success story) to free your mind (90?s acid rock).
Interestingly if you take Madonna as a survivor of this social pendulum notice how her style and lyrics have changed? She started off as rebellious material girl, all vogue and power icon but now has shifted to a real mum with a social conscience (ray of light album).
Social conscience and getting things done
We?re switching from an idealistic society where it is Ok to dream, to a social society where getting things done is more important. The shift in society will have profound effects on branding and advertising over the next 20 years at
Public relations or PR is the best way to build your personal or professional brand.Many people think PR is about 'spin' but it is about building strong relationships with all your important stakeholder groups.How can you build your brand using PR? Here are the third seven of 21 tips.15. Write a LetterExpress your opinion on a current topic by writing a letter to the editor.A time-tested way of taking a stand and gaining visibility.If it is controversial enough and you have expertise in the area it may even turn into a story in its own right so be prepared for a call from a reporter!16. Release a Letter You Have ReceivedAgain, if it is controversial and newsworthy, the media may be interested. It could be a historical letter never before published providing new insight, feedback on a product or service or a commendation.If you want to control where it is seen, just publish the positive letters you get from clients on your website or in your newsletter.Nothing builds success and helps credibility like
So what about Eminem?
Eminem and probably a few others brought hip hop to the masses. In 1997 (40 years exactly from 57 when Elvis emerged on the scene) the hip hop generation was becoming very popular. Eminem was one of the emerging talents of the time, but the white guy in a predominantly black musical genre signaled the approach of the mainstream.
It reads like a script when you compare how Elvis before him was preceded by less famous Rock and Roll artists that were the true pioneers. Eminem and Elvis can be compared because they hit the scene around the time that people were ready for it and made history. Ever heard the saying ?there is nothing more powerful than an idea whose time has come??3 Eminems brash, hard hitting, realistic and edgy approach has the latest generation of young ladies screaming "That shit is bumping" 4 but they wouldn?t pass out because it isn?t cool.
And it?s ?what?s cool? that?s the point isn?t it?
What do hip hop artists sing about? Trouble on the streets, too many guns, poverty, sex, saving the world, where is the love - The Black Eyed Peas ? and their rap about social conscience?
In addition other bands which aren't hip hop are of a similar vein in their lyrical content. Think Coldplay from the UK and their lyrics in Lights out.... "Come out upon my seas, curse missed opportunities (am I) A part of the cure, or am I part of the disease".
Am I a part of the cure or a part of the disease??
Right now, it?s cool to be talking about real problems people have or reflecting on the reality surrounding them. Fantasy is out of the window, dreaming is for hippies, Can you imagine Coke releasing ?I?d like to teach the world to sing in perfect harmony? without causing an entire generation to throw up? In 1971 people actually sang along!
Cool right now is all about reality and social conscience, where as for the last 40 years we've gone from individual rebellion (rock and roll), to free love (individual dreaming), to rebellion (punk rock), to material girl (the individual success story) to free your mind (90?s acid rock).
Interestingly if you take Madonna as a survivor of this social pendulum notice how her style and lyrics have changed? She started off as rebellious material girl, all vogue and power icon but now has shifted to a real mum with a social conscience (ray of light album).
Social conscience and getting things done
We?re switching from an idealistic society where it is Ok to dream, to a social society where getting things done is more important. The shift in society will have profound effects on branding and advertising over the next 20 years at
The Profit and Loss Statement, also called the Income Statement for accounting, has five important parts: 1) Incomes, 2) Other Incomes, 3) Expenses, 4) Other Expenses and 5) Net Income or loss. It conveys how the business received and spent monies during the period of the statement. The statement can cover any time period but it typically covers monthly, quarterly, or yearly periods. Each of the statement parts shows a distinct piece of the net income puzzle, starting with income.The Incomes portion of the statement, in accounting, will summarize all of the incomes received from operating the business. If it sells a product, it will be product sales. If it is a service company, it will be service income. Many companies have both types of income. The major difference between the two types of income relates to the cost of goods sold. For product sales, the cost of the product must be subtracted from the income. If you offer services, there isn't a cost to the product. Importantly, this income is from doing the entity's main business.On the other hand, Other Income in accounting -
And it?s ?what?s cool? that?s the point isn?t it?
What do hip hop artists sing about? Trouble on the streets, too many guns, poverty, sex, saving the world, where is the love - The Black Eyed Peas ? and their rap about social conscience?
In addition other bands which aren't hip hop are of a similar vein in their lyrical content. Think Coldplay from the UK and their lyrics in Lights out.... "Come out upon my seas, curse missed opportunities (am I) A part of the cure, or am I part of the disease".
Am I a part of the cure or a part of the disease??
Right now, it?s cool to be talking about real problems people have or reflecting on the reality surrounding them. Fantasy is out of the window, dreaming is for hippies, Can you imagine Coke releasing ?I?d like to teach the world to sing in perfect harmony? without causing an entire generation to throw up? In 1971 people actually sang along!
Cool right now is all about reality and social conscience, where as for the last 40 years we've gone from individual rebellion (rock and roll), to free love (individual dreaming), to rebellion (punk rock), to material girl (the individual success story) to free your mind (90?s acid rock).
Interestingly if you take Madonna as a survivor of this social pendulum notice how her style and lyrics have changed? She started off as rebellious material girl, all vogue and power icon but now has shifted to a real mum with a social conscience (ray of light album).
Social conscience and getting things done
We?re switching from an idealistic society where it is Ok to dream, to a social society where getting things done is more important. The shift in society will have profound effects on branding and advertising over the next 20 years at
If you have not read parts 1 and 2 of this mini series on How To Get A Government Contract, I suggest you do so to help understand what has been said and how it applies to what is being said in this third and final part of the mini-series.Whether you are planing to seek government contracts at the local, state or federal level, or private contracts, it makes sense to see the acquisition process through the eyes of the purchasing agent/authority who will be making the decision to award the contract. There are three basic points to consider that a purchasing agent definitely considers: Planning, Participation, and Protection:PLANNING: Contracting procurement officers (CPO’s) and purchasing agents (PA’s) often rely upon the department, agency or institution for input regarding an acquisition planning and will consider a variety of issues that help identify the minimum needs of the agency or the end user. This information is used in the planning phase and the development of the request for proposal (RFP).PARTICIPATION: After the planning and needs analysis, the development of the RF
Cool right now is all about reality and social conscience, where as for the last 40 years we've gone from individual rebellion (rock and roll), to free love (individual dreaming), to rebellion (punk rock), to material girl (the individual success story) to free your mind (90?s acid rock).
Interestingly if you take Madonna as a survivor of this social pendulum notice how her style and lyrics have changed? She started off as rebellious material girl, all vogue and power icon but now has shifted to a real mum with a social conscience (ray of light album).
Social conscience and getting things done
We?re switching from an idealistic society where it is Ok to dream, to a social society where getting things done is more important. The shift in society will have profound effects on branding and advertising over the next 20 years at least.
You?re now in a generation that doesn't respect individual achievements, rebellion or going it alone, mocks hype and doesn't think James Bond is da man!
You're now in a generation where people are tired of hype, tired of dreams and want to work together to get things done. Your peers want to do things that make the world a better place to live in rather than just dream about it. They recognize the problems around them and seek solutions to make things happen.
Stars today wear ordinary clothes; remember Elvis on stage in his glittery white suits? Now think Eminem and Coldplay. How do they look in comparison? Today?s stars want to be portrayed as real. Notice the sudden trend in reality TV shows? Paris Hilton and her pal in The Simple life? I bet when you watch the Simple life you think Paris and her pal are morons. Is that because they are morons? Or is it because you think that living the false lifestyle of credit cards, flash cars and a $10,000 Louis Vuitton handbag is crass? It?s an interesting question. Would today?s reality focus have worked back in 1971 when all we were dreaming about was giving peace a chance?
Reality branding is what?s cool today
Understanding this shift in social attitudes is the good news because now you can apply that to your own business.
Relentless repetition used to be the only requirement to drive the branding message home, now it isn?t quite as easy as that.
Dove is a great example of this shift in thinking. Yes they still do repetition, but they get the message across to real women by showing them ads with real women in them. Gone are the stick like models, because our social conscience won?t allow us to let our daughters grow up thinking that skeletal is beautiful. In are normal looking women with real curves and different types of skin showing that Dove is good for them.
To communicate with today?s audience who are completely sick of advertising, you need to communicate facts and real benefits, not features and value based statements.
Communicating facts and benefits in your copy
If you write copy like your business school teacher taught you 20 years ago you will be out of sync with the current trend of thought. Below, Roy Williams describes how value statements can be seen as hype;
Modern advertising overflows with values-based statements: "Big selection." "High quality." "Low prices." "Easy credit." Even though these statements may be true in the mind of the advertiser, the public has heard them all before.
The left hemispheres of our brains detect fact-based statements and prefer them to statements that are values-based. Having been suffocated by hype for the past 40 years, we hunger today for statements of fact. Roy Williams Monday Morning Memo 5
Values based statements still have their place but backing it up with facts will cut through the clutter more effectively. If you see ?low prices? in website copy will you read on? Maybe, maybe not, but if you see a price which is attractive for a product you want then you?re looking for your credit card.
Take your PPC ad which says ?MP3 players ? Exceptional quality, high storage capacity and low prices?. That might and probably will attract a lot of people who are seeking information about an MP3 player. However selling the same product with fact based statements you could give your reader a much better idea and make your ad stand out from the crowd ?MP3 players ? High quality with 100GB storage for thousands of tracks $399?.
Of course the second ad will attract far less traffic than the first because you?re pre-qualifying people. Hmmm, well isn?t that what you want from a PPC ad? People that know what you have and wants to buy what you sell?
Sources
1 The Wizard Of Ads Academy 2 5000 BC Post on the membership forum. 3 Victor Hugo French dramatist, n
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