davaidavai.com » Brands

Ray Ban’s Bright Light. For Once a Branded App That Makes Sense.

Gerald — Thu, 10 May 2012 11:44:47 +0000

Oooooh brands and mobile apps. Yes, all of them want ‘something mobile’. No, just few of them should actually develop an app. The formula is simple: Nobody is interested in commercials and even fewer people are interested in branded apps. Except if they have a purpose.

Bright Light by Ray Ban may be such a rare case of a purposeful mobile application that even has a brand value. Check out the video below and tell me what you think. By the way: Ray Ban is my brand of the day anyway because of this fantastic print ad.

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Post tags: Brands, Bright Light, Cool, Ideas, Lifestyle, Mobile, Nike Plus, Ray Ban, Sun, Tools, We like

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Global Brands. The Illusion of Choice.

Gerald — Wed, 25 Apr 2012 12:09:39 +0000

Click the image to see it full size.

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Post tags: Brands, Business, Diagram, products, Truth, World

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Dutch Advertising FTW. Charlie Sheen goes 0% with Bavaria.

Gerald — Thu, 12 Apr 2012 11:25:55 +0000

Just a couple of months after making Hugh Hefner drink Bavaria the Beer brand now promotes its alcohol-free range again…with known Alcoholics as testimonials.

First Don Johnson, then Mickey Rourke. And of course it is now Charlie Sheen to defend the freedom of drinking 0% beer. The campaign comes from Selmore Amsterdam.

Via Amsterdam Ad Blog

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Post tags: Advertising, Agencies, Alcohol, Amsterdam, Brands, charlie sheen, commercial, Creativity, Food, Funny, Ideas, selmore, TV, We like

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Trolling Brands. What’s a Chalice for God’s Sake?

Gerald — Mon, 09 Apr 2012 14:01:17 +0000

Brands just don’t do enough trolling these days. Well…sometimes they do.

via Creative Criminals

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Post tags: Beer, Billboards, Brands, Creativity, Funny, Newcastle, ooh, Stella, Trolling

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Being Unpolitical. Why brands have to choose sides.

Gerald — Fri, 02 Mar 2012 09:32:21 +0000

The following article was just published on Amsterdam Ad Blog. Please follow the magazine also on twitter and on Facebook:

SOPA, PIPA, ACTA – if you haven’t lived under a stone lately then you should have heard these terms as symbols of a growing conflict between the established political elites and the ‘web-citizens’ of the world. SOPA (Stop Online Piracy ACT) and its conceptual ‘sibling’ PIPA (Protect Intellectual Property Act) is (or actually was) a bill that was about to be adopted by the U.S. House of Representatives as well as the Senate until something happened: The web stood up against it and defeated both.

Both proposed legislative approaches were meant to protect the right of copyright owners. So why does the web-citizen of this world think that brands like Oakley or Apple shouldn’t have the means to fight copyright infringements? Why should they simply accept that dodgy guys with even dodgier ideas sell counterfeits online? SOPA and PIPA allegedly were there to prevent that from happening…well, if actually they didn’t at all.

That’s exactly what GoDaddy.com went through: Around Christmas 2012 social network Reddit.com organized a boycott against the world’s largest Domain Registrar because of its support of the SOPA bill. For an intense two weeks the platform lost thousands of domains on a daily basis and with that quickly lost its reputation as a credible brand in the digital society.

GoDaddy.com was just one of many brands that tried hard to get the Political Genie back into the bottle. While public support for SOPA and PIPA finally led to the end for both bills most engaged major brands were primarily focused on evasive PR maneuvers to explain their support to their rightfully outraged customers. The easily accessible list of B2C brands became a major problem.

Some brands like L’Oréal or Oakley were listed as individual sponsors. Others like Microsoft or Apple were part of larger industry associations supporting either one or the other bill. In other words – the same companies that allegedly celebrated the fruits of a more open, digital society on their Facebook pages supported bills that many observers described as censorship.

Most of the brands that supported the SOPA and PIPA did probably not foresee what they supported. Fighting against copyright seems a righteous cause, but the bills simply kill the freedom of the web by threatening free interaction of users all over the world. Many brands simply accept that. Even brands with slogans like ‘Think Different’ or ‘Live to Ride’.

Counter-culture? That was in the 70s, baby.

(...)
Read the rest of Being Unpolitical. Why brands have to choose sides. (134 words)

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It is Happening. Stephen Colbert on Advertising.

Gerald — Sun, 26 Feb 2012 11:44:26 +0000

Stephen Colbert on advertising strategies. Take a minute to watch this. And let me quote Fresser: ‘This is real, this is happening. It happens every day, and somewhere in a midwestern cubicle, from nice people you might be friends with, it’s happening right now.’ (via Alt nytt er farlig)

The Colbert Report
Get More: Colbert Report Full Episodes,Political Humor & Satire Blog,Video Archive

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Post tags: Advertising, Branding, Brands, Colbert, Funny, People, Strategy, Truth, TV

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New L2 Report. The Mobile Side of Luxury & Prestige Brands.

Gerald — Thu, 12 Jan 2012 19:24:45 +0000

I think I can admit I am quite jealous of L2′s business idea. Providing digital business insights for the luxury and prestige industries is a good idea. But adding a sophisticated benchmarking that highlights the different facets of digital marketing, that adds specific (and needed) industry knowledge, and that’s probably even very very very well paid? High five.

I spotted L2 for the first time about a year ago when they first published their Digital IQ report on the most successful luxury and prestige brands in the digital space – the first compendium that I am aware of. And now they took the next step by publishing another extremely well founded report: The L2 Mobile IQ 100. A report on the mobile expenses, aspirations, and capabilities of the top 100 luxury brands worldwide. Well done L2 – you guys really understand your business.

Key insights

Luxury & Prestige retail brands by far outperform luxury & retail brands mobile
M-Commerce is nascent in the industry
The majority of brands & retailers has no specific mobile strategy
But: Per-capita revenues and searches in the industry by far outweigh more traditional means

Download the full report here

L2 Prestige 100®: Mobile IQ — The Video from L2 Think Tank on Vimeo.

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Post tags: Brands, l2, luxury, prestige, Report, Reports, Strategy

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Enterpreneurship. How Le Pain Quotidien Makes it in Moscow.

Gerald — Wed, 04 Jan 2012 15:06:23 +0000

Le Pain Quotidien, the bakery-café brand founded in Brussels in 1990, is well-known in London, France and New York, but few realize it’s a hit in Russia, where the premium bakery is a go-to for expats and upscale residents in Moscow. This footage from brandchannel explains the challenges such a brand faces when entering one of the most exciting markets in the world: Russia. Or to be more precise: Moscow.

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Post tags: Brands, Enterpreneurship, Food, Le Pain Quotidien, Moscow, Russia, Truth, World

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Rock Bottom. Droga 5 has possibly created the worst campaign ever.

Gerald — Thu, 08 Dec 2011 09:19:00 +0000

If the following video is no hoax it has the realistic chance to become one of the most disgusting, cyncical pieces of marketing I have ever seen. I thought the ‘concept campaign’ White Bull Army was pathetic. But the crap idea that Droga 5 is about to launch for gaming headset brand Turtle Beach is hard to bear.

Check out the video

Quote: “Gamers want the immersive feeling of being in a warzone. Turtle Beach takes you there.” Even if it is a hoax (it will be in the end): Putting a first person shooter into the same context as a war zone where thousands of people died and millions suffer every day makes me want to spit out.

And no, I disagree. Not any PR is good PR. This is shit. Cynical, pathetic shit. I am ashamed to work in the same industry as the guy who came up with this. (via adverblog)

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Post tags: Ads, Agencies, Brands, Creativity, droga 5, Ethics, Gaming, Ideas, Industry, Politics, World

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We definitely like: Chevrolet’s ‘True Story’.

Gerald — Fri, 25 Nov 2011 10:29:58 +0000

Fantastic commercial, Chevy. With 5 minutes it is a bit too long to enthuse everyone. But dear Chevrolet: Do yourself a favour and turn your boring Youtube channel into a hub for your consumer’s childhood memories. That’s a great story. And even though I as a European have no personal memories of Chevy – I guess a lot of Americans do.

Thx to Creative Criminals. More ‘stuff we lik e’ here.

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Post tags: Ads, Automotive, Brands, Creativity, history, People, Storytelling, We like

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