Two examples of the triumph of brand over reason: Coke and Apple. Coke: despite the silliness of the over-zealous and now shamed coke-exec regarding the literal and cultural diet-coke-mentos explosion, Coke have always been honest about what they sell. They're not in the business of selling syrupy, fizzy soda; the thing they're selling is dreams. Beautifully iterated here by the latest Coke Happiness Machine on a London campus:
Apple, they may make tech (some would of course argue that they just make gorgeous remote controls for the rest of their eco-system) but what they really market is edible design.Happily reacquainted myself with just how funny and true this is:
One video from a brand: one UGC that generates a backlash of wrath from the Apple-lover. Both indicate the kind of money-can't-buy feeling that most companies would kill for yet fail to attain in their pursuit of the brand and product positioning rather than a generation of emotional feeling and brand belonging.
I just love this. I've struggled several times to try to teach my 90 year old Grandma Joan to use a computer: the mouse is a very tricky object for shaky, arthritic hands to manage, let alone the less than intuitive OS that is Windows. The ancient computer in my Grandad's office/'glory-hole' may as well be miles from the warm, comfort of her favourite chair by the telly. This fills me with hope, it also reminds me very much of Jeff Han's TED talk on using touch interface rather than legacy laptop OS for education in developing countries.
Rick-rolling is all well and good, but this was my definite favourite of the April 1st shenanigans. The Flying Penguins skit from the BBC was a lovely idea, and like all good jokes had a decent amount of effort and craft behind it. I've been really impressed with the positioning and differentiation of the iPlayer within the YouTube market: Making the Unmissable Unmissable. Both a good antidote and complement to 'Broadcast Yourself'. And yet of course, the irony is that I need to go to YouTube and rely on a user to broadcast themselves in order to make the unmissable unmissable beyond the iPlayer site.