We all dream of having a personal chef catering to our every indulgence. ChefLIVE offers the celebrity treatment for a paparazzi price. With interactive catering options, they have turned catering into an event of its own!
Seeking to position themselves as the dominant speciality catering brand in the region, a new identity was created and packaged with an easy to navigate website that better expressed the brand.
We all dream of having a personal chef catering to our every indulgence. ChefLIVE offers the celebrity treatment for a paparazzi price. With interactive catering options, they have turned catering into an event of its own!
Seeking to position themselves as the dominant speciality catering brand in the region, a new identity was created and packaged with an easy to navigate website that better expressed the brand.
I spent an hour yesterday pouring over Amazon’s marketing materials for their e-paper reader, the Kindle. What enamored me most was its ultra functional design. Materialistic gadget hounds have argued it’s too ugly to be the next ipod, but the goal of the kindle wasn’t to stand out. It’s so successful today not because of how it looks, but because it does what it claims. It replaces the book in the way that allows the reader to easily enter a flow of imagination, making the paper, cardboard, and now plastic disappear right in front of your eyes.
But, what struck me was something Jeff Bezos said in an interview after the kindle was released. He expressed that no longer should companies spend 30 percent of their time and money in development of the product and 70 percent advertising it. That was the old model. Those numbers should now be reversed. With internet proliferation and closer-knit internet communities, times have changed. He alluded that the kindle was a part of his company’s new strategy, concentrating on making quality products and letting the internet spread the word. This new model will undoubtedly play an important role in the future of marketing.
Humor and personality have always been a powerful tool in persuasion. As the world changes to accommodate a more free flowing conversational style, television, and radio advertising come up short sounding too generic and aimless. Public video sharing services have allowed for a more interactive, more direct relationship with the customer as seen in a new marketing campaign by Electronic Arts for their new game Tiger Wood’s PGA TOUR 08.
Having discovered a glitch in the game, a fan posted a video on youTube, calling it the “jesus shot” . Quickly, EA responds with their own video, referencing the username of the original post. This all adds authenticity of the message and allows us to drop our guard. They take what normally would be perceived as a failing in the game’s design (walking on water) and flips it positive, joking that it’s just a testament to the golfer’s talents. It also serves to reinforce Tiger’s brand image as a flawless, unstoppable force on the course. A jesus figure of sorts.
Twitter’s unfortunate mascot, cleverly named the “fail whale”, has become a ubiquitous symbol for twitter’s success. By branding in a fun, light, and creative way, twitter has successfully distanced themselves from their more serious competition.
But, In taking this approach, have they gone too far? Has it left a lasting image of failure in the user’s mind? The creators are sure to have mixed feelings about the popularity of the error page illustration, which recently sprouted fan clubs, clothing and other merchandise. I can only imagine the impact of having a constant reminder of your site’s shortcomings adorning the desks of the world’s leading developers.
