我好奇故我在

(source:http://www.psfk.com/2009/09/pics-selfridges-london-displays-abcs-of-the-future.html)

倫敦Selfridges百貨公司100周年慶(2009)，概念走"What's next?"，用慶祝未來方式進行，也就是慶祝2109年，櫥窗用英文字母布置，每一個字母代表一個未來性的商品，但留下一個X，邀請消費者創作未來商品，然後再進行票選。整個活動從七月初開始，展覽一個月。

To celebrate it’s 100 year anniversary, London’s Selfridges department store jumped a century into the future, to the year 2109. Windows are wrapped with the entire alphabet, each of the twenty six letters have a futuristic product on display including zero gravity paint and an infinity bin. Wieden + Kennedy also opened up the idea for the letter X to the general public to vote on, the winner: xtra hours in the day clock.





得獎者可以獲得什麼呢？

The winner will receive a £500 Selfridges Gift card and have his or her entry displayed alongside the other letters in the window till Aug 5.

可以獲得五百元英鎊Selfridges百貨公司禮券，並且作品可以跟其他字母一起展示到八月五日。五百元英鎊換算成台幣是26,500，其實不算很多錢。

針對消費者活動，有一支TVC:

...繼續閱讀

澳洲雪梨國際食物節，用料理做出12國國旗，令人食指大動又有趣！
官網:http://www.siff.com.au/

我想我們的國旗要做成食物可能有困難度!哈

這是一篇相當好的文章，因此來翻譯一下。

The difference between PR and publicity

(source: http://sethgodin.typepad.com/seths_blog/2009/03/the-difference-between-pr-and-publicity.html)

日本喜歡可愛東西，警察也不例外。警察的吉祥物(mascot)叫"Pi-Po-kun"。其實呀，我是因為玉山鐵二貼此文，戴這個頭套真的好可愛！哈哈！

用「透視畫法」處理空間，將產品立體的呈現。source: http://www.thecoolhunter.net/article/detail/1387/the-chanel-experience
...繼續閱讀

The Doppelherz Poem Reading 誦詩會

Doppelherz是針對銀髮族的德國保健品品牌。logo是由兩顆心(一黑一紅)組成，沿用the power of two hearts這個主題，以下影片有英文字幕解釋。這個誦詩會念兩首詩，分別搭配「吃油」以及「控制膀胱」的保健食品，那些德國年長人士聽完詩之後，都露出會心一笑。我覺得logo沒有印一張平面，而是有人拿著兩顆心架在上面，還搭配大提琴，小細節作的很好。

這一個case背景很有趣，可看 Business Week 這一篇文章，摘要如下：

Kentucky Fried Chicken has for many years tried to downplay its middle name. Fried food = bad food, so the story has been written the last 20 years.
肯德雞炸雞多年以來，希望可以淡化他英文名字中間的"Fried"。因為油炸的食物=不好的食物。

KFC’s latest effort to downplay “fried” in favor of grilled seems another mis-direction to me. “Unthink What You Thought About KFC,” is the theme. And KFC has turned to Oprah Winfrey to help push the idea and the grilled menu items, giving the stuff away on her show.
最近的試圖淡化的努力，就是用grilled(烤的)這個字來形容食物。傳播主題就是“Unthink What You Thought About KFC”(改變你對KFC的想法)。然後肯德雞找減肥成功的Oprah來促銷烤的菜單，並且在她的5/6節目中免費送出餐點。

Visitors to www.unthinkkfc.com up until 11PM EST on May 6 could get a coupon for up to four free two-piece chicken meals with two sides and a biscuit by. The coupons have to be redeemed by May 19, though you can’t use them on Mother’s Day
觀眾可以上網下載優惠券，可享有免費2塊烤雞，再加上兩份附餐還有比士吉。兌換時間從五月6日至19日，但是5/10日母親節那天不能兌換。

D&AD今年發出四支金獎black Pencils，來介紹一下吧！

第一個：Million campaign (Droga5)

從2008年2月27日的NYTimes看新聞，最容易瞭解此案背景。

A Harvard economist’s idea — giving free cellphone air time to high-performing students as an incentive to continue doing well — is now in effect. Schools Chancellor Joel I. Klein today started the “Million” Motivation Campaign, an experimental program involving about 2,500 students in seven middle schools. The students will each receive a free cellphone, called the “Million,” with opportunities to earn minutes and other rewards if they achieve academic goals set by their principals.
這是一個哈佛經濟學家的點子，給表現良好的學生免費手機通話時間，當作一個繼續努力的誘因，現在付諸實行。這一個“Million”計畫，是一個實驗性計畫，有七所中學，共2,500名學生參與。這些學生會收到一個免費手機，叫做Million，可以有機會贏得通話時間和其他獎賞，如果他們有達到老師所設定的學業目標的話。

Teachers and administrators will also be able to use the cellphones to communicate with the students. Part of the idea, according to the Education Department, is “to ‘re-brand’ achievement through a messaging campaign and mentoring program.” The students will receive cellphone messages “promoting the idea that a middle-class lifestyle is desirable and accessible with a good education” and highlighting the accomplishments of professionals in various occupations; participants will also have opportunities to get work experiences, life coaching and academic help through the mentoring program.
老師和督察者也可以利用此手機跟學生溝通。根據紐約教育局表示，部分的想法是想要透過簡訊campaign以及導護方案來「re-brand」學業成就。學生會收到手機簡訊「推廣中產階級的生活是引誘人的，而且可以透過好的教育達成。」也強調各種職業的專業人士成就。參與者會有機會透過導護方案獲得工作體驗、生活教練以及學業幫忙。

The free phone is the Samsung U740 handheld mobile device, which has MP3, video, text-message and instant-message functions. “Students will earn text messages, talk time, and other rewards, such as free ring tones, music downloads, or event tickets, through their performance in school,” the Education Department said in a news release. “Students will be evaluated on the basis of attendance and behavior, along with three other indicators — such as homework completion, class participation, or course grades — chosen by educators and customized to address academic priorities in their specific schools. Administrators will have access to significant new data on student performance, allowing them to track the short-term indicators that contribute to larger goals of boosting student achievement and graduation rates. In accordance with the City’s cell phone policy, Million cell phones will not be permitted in schools.”
這一款免費手機是Samsung U740，有MP3、影音、簡訊以及即時通訊功能。教育局說：「學生可以經由他們在學校的表現，可以獲得簡訊、通話時間，以及其他獎賞，諸如免費手機鈴聲、音樂下載或是活動的門票」「」學生會依據其出席以及行為來作評估，還有其他由各學校自訂的三個指標，像是完成回家作業、課堂參與或分數。督察者可以獲取學生表現的最新資料，可以追蹤短期指標，這些短期指標可促成學生成就或是畢業率更大目標的達成。為了與紐約市的手機政策一致，這個Million手機將不會允許於學校內使用。

Come again?
再說一次？

Yes. Because the Bloomberg administration has refused to budge on allowing cellphones in schools, students who receive the free cellphones will only be able to use them outside of school.
對，因為紐約市長Bloomberg管理當局拒絕撥預算允許學校使用手機，所以收到這免費手機的學生只能在校外使用。

“Every day, students in high-need communities are exposed to negative pressures pointing them away from the belief that education is the best pathway to achieve success,” said Dr. Roland G. Fryer, the Harvard economist who is working as chief equality officer for the Education Department. “We must find innovative ways to combat this crisis in African-American and Latino communities. We must make ambition and achievement color-blind.”
這一位教育局的哈佛經濟學家說：「每天，學生在比較不好的區域上學的，都暴露於負面的壓力下，讓他們漸漸不相信教育是成功的最好路徑。」「我們必須要找一些創新方法來抵阻在非裔美國人以及拉丁社區所遇到的教育危機。」

想要看比較行銷面的簡報檔，請點：http://thebigwon.com/2009/05/17/droga5-%E2%80%93-showing-the-way-ahead/

A. For decades, journalists and public relations reps have always seemed to regard each other as necessary evils. To journalists, P.R. people push stories that aren’t stories and prevent them from getting unfettered access to the principals involved in a story. To P.R. people, journalists too often summarily reject legitimate ideas and are too ready to block them from getting their legitimate messages out to the public. And yet … the best of each group need one another, and successfully form good mutual relationships.
數十年來，記者跟公關人員總是互相看不順眼，但是又不可或缺對於記者來說，公關人員推銷不是新聞的「新聞」，而且對於「新聞」內的東西也很保護內容。對於公關人員，記者總是立刻地拒絕正當的點子，而且太快阻擋大眾知道此訊息。然而，這兩群人的優秀者知道缺對方不可，也成功形成良好互動關係。

At their core, those roles remain the same, but on the periphery there’s change aplenty.

Stephanie Strom, one of our reporters, says that technology has had an impact. “The ability to reach us in a variety of ways, i.e. via e-mail, phone, mobile devices, Twitter, Facebook, etc., means that the number of P.R. people I have to deal with has increased geometrically,” she says.
我們其中一個記者Stephanie說，科技造成影響「可以用各種不同方式接觸我們，譬如email、電話、手機、Twitter, Facebook等等，也意味著我得要應付的公關人員的數目已經以幾何級數倍增。」

Steve Lohr, another of our reporters, notes that the creation of our own blogs has resulted in an increased flow of story pitches: “They know the hurdle is lower than for a fully reported piece for the paper, and they follow the blogs closely.”
Steve另一個記者說，注意到我們自己寫blogs，已經造成主動寄來新聞稿的增加湧進：「他們知道blog比報紙的完整報導門檻低，所以密切注意blogs。」

小字典：What's a storey pitch? A newsworthy idea written up in a press release, a story suggestion communicated by a telephone call to a journalist, or a quick event notice outlined in a brief e-mail sent to an editor.

And Stephanie says things haven’t gotten easier for P.R. people, either. She said she’s been told that the explosion of ways to reach the public beyond the traditional media has taxed P.R. people who find themselves reaching out to bloggers, Web journalists and other newly founded organizations with varying and evolving pedigrees of professionalism.
記者Stephanie 說對於公關人來說，也不是很輕鬆。她說有人告訴過她除了傳統媒體之外，接觸到大眾的方式變得很多，讓需找寫blog作者、網路記者以及其他新興媒體記者的PR人員也深感壓力。

So yes, there is Sturm und Drang out there, but it accents what remains unchanged. It is probably the one-on-one relationships that matter, and they take time to forge.
對，有風暴跟壓力存在，但是它讓該保留的東西保持不變。或許一對一的關係比較重要，而且這種關係需要時間形成。

這一篇訪問品牌策略專家Michael Brandtner，將PR跟品牌的關係講的很好，摘要一下。

(source:http://www.digitalstrategyconsulting.com/thoughtleaders/2009/06/michael_brandtner.php)
(source:http://adage.com/digitalnext/post?article_id=136835)

Q:Most common mistake people make in digital media or marketing?
大部分人在數位媒體或是行銷上，犯什麼共同錯誤？

I think that the most common mistake is that too many marketing and advertising people still think in 30-second-television spots. The Internet is different. You have to think more like an editor than like a classical marketing or advertising guy. In the internet it is not enough to be creative. You really have to be interesting and relevant.
我覺得共同錯誤就是太多行銷人以及廣告人還在想30秒的電視廣告。網路是很不同的。你得要像一個編輯那樣去想事情。在網路光有創意是不夠的，你得要令人感興趣，以及訊息跟人的生活產生關連性。

When Traditional Tactics Kick in, Consider Doing the Opposite
當在想傳統的戰術時，考慮一下作相反的事情

Brands are used to portraying themselves as shiny, larger-than-life entities that magically transform the lives of ordinary people. And when they come to social media, they attempt to continue this tone, which has served them well for so long.
品牌通常習慣描述自己是充滿陽光，可以戲劇化改變平凡人的生活。但是當這一點帶到社會媒體時，品牌依舊持續這個tone調。(這一小段是摘自adage裡，本人是美劇迷的角色，我發現當紅的劇集主角都是個性或人生帶有缺陷，幾乎沒有完美的，我想品牌也是一樣。原文作者有提到廣告主會害怕網路上的攻擊，所以不敢輕易嘗試，但是可以思考一個「無害」的方式，來作一些改變。)

For brands, becoming adept within social media is comparable to going to a series of parties....But a traditional marketing mentality would make a critical mistake here. That mentality would tell you to identify your targets, hone your message and then deliver that message across various channels effectively. When does this go wrong? To use the party analogy, it goes wrong when chaos arises. You introduce yourself and someone asks a question for which you're not prepared. Or you meet somebody and they invite you to a wonderful party not on the list. How do you adapt? Do you ignore them and go back to the game plan?
對於品牌來說，要適應社會媒體好比是要去參加一連串的parties。傳統行銷思考模式很容易犯一個重大錯誤。傳統模式會告訴你確定你的消費者、把訊息設計好，然後透過對的管道有效地傳送出去。但是這樣作哪裡出問題呢？用宴會來作例子，當有混亂產生時，很容易就會出問題。你介紹完你自己，有人問了你一個你沒有準備的問題。或是你遇到某人，其邀你到一個不在清單上的很棒宴會。你要如何適應呢？你會忽視他們然後還是死守自己的原先計畫嗎？
(作者是建議有授權適當人來作回應。)

Q: How do you see social media changing marketing?
你覺得social media會怎樣改變行銷？

There will be no change in the basic marketing strategies, but there will be lot of change in the successful implementation of these marketing strategies.
基本策略沒有改變，但是執行上有。

The most changes I see are in the process of brand building. Most companies still think that one should build brands with a huge advertising budget. But that does not work anymore.... In our opinion you build brands with PR and you maintain brands with advertising. PR is the nail to get your brand and your brand message inside the mind of the customer. Advertising is the hammer to keep your brand and your brand message inside the mind of the customer.
我看到最大的改變就是品牌建立的過程。很多公司仍認為得要用大預算才可以建立品牌。但是這一套已經不管用。我們認為你用PR建立品牌，並且你用廣告維繫品牌。PR就好比是釘子，把你的品牌以及品牌訊息深入消費者腦袋。廣告就是鐵鎚，讓你的品牌跟品牌訊息留在消費者腦袋。

But to use the full power of this approach it is not enough to shift your communication budget from advertising to PR or to digital media. You really have to develop a PR-driven brand strategy. You have to have a first idea.... The main rule in successful brand building is: “It is better to be first than to be better.” And that is also the best way to get great PR and a great discussion in the outernet and in the Internet. People are interested in news not in companies that are claiming to be better than the competition. So you really have to develop a brand strategy with a powerful news-factor in order to build a powerful brand with PR, PR and PR and a lot of discussion in the outernet and in the internet....
但是光是預算從廣告轉移至PR是沒有用的，你需要發展一個有PR趨動力的品牌策略，你得先有一個想法。沒有人會記得第二名。要建立成功的品牌原則就是「求第一比求好更重要」。另外也有一個比較好的方式來作PR，人們比較對新聞感興趣，而不是該公司自稱自己比競爭者好。所以你得要用強有力的新聞點來發展品牌策略，引起網路上或是網路以外的討論。