…copywriting of course.
I stumbled across this gem while on YouTube. It’s selling the oddest product, but with some great writing it makes a splash. The second video is the now infamous Dollar Shave Club.
Although these aren’t the 1/2 hour infomercials that grace cable’s airwaves in the middle of the day. They are very similar containing product demos and a strong pitch to drive you to click on through to the check out.
As always its about the relationship, fostering it, caring for it – like a child – if you constantly make your presence known they’ll resent you for it and want you out of their lives. So use a light touch so that each time they see you it is a enjoyable one.
This is a parent company map of the biggest parent companies in the world. There are however a few missing, like SC Johnson. Not to be confused with Johnson & Johnson, who did make their way on the map.
Probably the biggest surprise is Dr. Pepper.Who, according to the map is owned by Kraft. But if I want to buy a bottle of this tasty beverage (here in Canada) I would have to go to a Pepsi machine. Oddly enough if I was to visit Europe it would be bottled by Coca-Cola, according to the source of all knowledge: wikipedia.
Alex Bogusky and John Winsor both of Crispin Porter + Bogusky. Although they have moved onto other things, the work they did while at CP+B.
“Baked In” by Alex Bogusky and John Winsor
In short this book is a product design book. Alex and John propose the thesis to their book with the subhead: creating products and businesses that market themselves. From an advertising perspective the brands that have their marketing baked in will win over those brands who have to fake their way through business. The authors give several examples of products and the resulting marketing.
The last chapter of Baked In is really worth reading. I won’t ruin it, but Alex and John give their prospective on what they believe will come in the future. This in turn leaves me excited about the future of my profession and how lucky I will be to be apart of the process.
John Winsor has a great blog on his website, fittingly enough on marketing product design: http://www.johnwinsor.com/my_weblog/
Alex Bogusky has some great videos on YouTube worth checking out. This one corresponds nicely with Baked In. Although it is more focused on social media and its future, the message is the same.