Last week the media and marketing blogs were filled up with the news that Microsoft and Nokia had announced a strategic alliance that will replace Nokia’s Symbian with Windows Mobile. Quite rightly this is a big deal – the potential for a massive new development to challenge the march of Apple-Android in high-end smartphones. But some brands in this market already seem to have collaboration within their DNA.
Interesting piece from Brian X Chen of Wired on what Microsoft and Nokia may need to do now. Nobody said a marketing collaboration of this scale was going to be easy. Chen points out the need to Ship Fast, Differentiate, Cultivate Developers, Fire at low end & high ends of the market, Avoid alienating partners and Fragmentation. All good points by Chen.
Below is a great piece that spells out the importance of a key European case concerning cross-border rights and access to Premier league footie. Once again – rights owners, creators of content and production companies are coming under attack. OK – I get annoyed that I only get certain live games on my Sky package but I could pay and get more. I was not a fan of borish Andy Gray & Richard Keys – but Chris Kamara is wonderful. For me – that’s life.
The article below summarises some of the issues emerging from the European case involving a UK pub (the charmingly named ‘The Red, White & Blue’) – accessing Sky Premiership footie from a non Sky-UK feed. To cut out Sky, they import the feed from Greece and Sky is none too happy. The impact of this case goes beyond pubs, footie and Sky. It could be massive for those involved in the creation and distrubution of content.
Don’t take my word for it. After a comprehensive global study partnerships and collaborations have just been identified as the most important ingredient to successful marketing and innovation by one of the most powerful marketers on earth – Beth Comstock, CMO of General Electric.
An interesting piece on brand licensing but nothing really new here: Walt Disney first licensed the iconic Ingersol Mickey Mouse watch in the 1930’s. The areas that I find increasingly interesting is the development of brands x-platform. Computer games become movies, events become TV shows; sports brands become computer games. The kind of TV show – event brand extensions mentioned in this article are interesting. And for me strike a chord, as I proposed, pioneered and launched a 3-day live event based on a tv show back in 1995! It was one of my first introductions to marketing collaboration and inspired me to focus on marketing partnerships.
It’s tough being in the rock and saussage rolls business these days. In this interesting piece from The Economist they paint an interesting picture. Most entertainment people have been suggesting live is the new old music business. Big tours, summer festivals selling everything but singular recordings. But The Economist suggests that globally, the live music scene (at least at the top50 worldwide acts end) is in decline -0 by 12% since 2008. This follows on from reports last year that acts like Celine Dion and Sting were cancelling concerts, something unheard of with acts of that status. What to do if you’re a rock star eh? As they said in the 90’s – comedy is the new rock n roll.
The mad, brilliant and socially awkward scientist. The artist shivering quietly in the studio. The maverick hyper competitive marketer, alone in their spreadsheet. It is a dominant image – explaining the great steps forward being huge individual and innovative leaps, driven by one dynamic individual. Continue reading “More Exaptation Marketing – And Less Innovation”
A startling blog from Harvard Business Review. Will the rise of iPods and Tablets leave Microsoft looking like yesterdays news?
From the Harvard Business Review Blog – this is a great piece on the importance of ‘scarcity’ to innovative thinking. This reminds me of a great excercise one of my old agency bosses did one day. As part of our own agency marketing plan, she briefed me and the creative team to come up with a great relaunch campaign and gave us what we thought was an exciting budget- of around $50K. We attacked the brief with gusto can came back with a fantastic and multi layered cool promotion that spent all the budget. She loved the idea and then said “Now – lets deliver it within three weeks and make it work for less than $25K – not $50K”. At first, we naturally got grumpy and said it was impossible. But – as we worked the problem, looked at the campaign again, with fresher sharper eyes – we actualy were able to delete certain aspects of the original idea, developed a better campaign, for less budget. In other words, the budget scarcity had made us explore smarter and more cost effective solution. Scarcity of budget was the driver. I have also commented before on the problems with the entire ‘brainstorming’ creative myth – something that has been highlighted by Richard Wiseman among others. And in the article below, the importance of focusing on a problem rather than going off on tangents is really clear: ” that innovation managers will more often create businesses, services, or products that are successful in the marketplace when they intentionally impose constraints during the development process.” True. Sometimes, less is more.