digitalclarity-global:

Samsung Mobile launched this advert as they became the first global partner of the ASP, together they celebrate the growth of surfing worldwide and remind us that out on the waves, every day is day one.

The film launches with the 2014 US leg of the ASP World Tour, featuring pro-surfers Kelly Slater, Stephanie Gilmore, Gabriel Medina, Mitch Crews and Johanne Defay.

It doesn’t matter where you are from or how good you are. Every day is day one.

digitalclarity-global:

Nike placed a vending machine on the streets of New York City this week to reward users of its Fuelband workout system. The exercise-related Nike goods in the so-called FuelBox — including t-shirts, caps and socks — are free, but only in exchange for Fuelband points. No cash or cards are accepted. In another twist, Nike is moving the machine (dubbed the Nike+ FuelBox) each day to different venues around the city — and dropping hints on Twitter as to its new location.

digitalclarity-global:

Nike placed a vending machine on the streets of New York City this week to reward users of its Fuelband workout system. The exercise-related Nike goods in the so-called FuelBox — including t-shirts, caps and socks — are free, but only in exchange for Fuelband points. No cash or cards are accepted. In another twist, Nike is moving the machine (dubbed the Nike+ FuelBox) each day to different venues around the city — and dropping hints on Twitter as to its new location.

We buy into brands to transform and transcend. J Crew tells a unique story about its brand through a larger story told with the curation of multiple products laid out as a storyboard. These visual aids allow us to imagine a more broad view of the J Crew customer. More cues equal more gaps to fill with our own imaginations. Our imagination adds texture, history, emotions and experiences to an otherwise flat narrative. This is called double scope blending, which is the ability to create large conceptual networks.

As we build up specific aspirations based on a particular narrative (like the one J Crew has built here), it is the brand’s hope that we turn thought into action. In this case the action is to buy.

Filling in the Gaps We buy into brands to transform and transcend. J Crew tells a unique story about its brand through a larger story told with the curation of multiple products laid out as a storyboard.

advertising branding Chris Huebner J Crew marketing psychology tumblr

"If I want something ordinary, then it better be cheap. I can get cheap and ordinary by the gallon at Cosco. On the other hand, today’s spoiled consumer is willing to pay almost anything for the exclusive, the noteworthy, and the indulgent"

Seth Godin in Meatball Sundae

marketing advertising

"Consumers today are seeking a personal involvement. This attitude, characterized by the store as “active consumerism,” encourages an active engagement from people and is a reality that transcends the ideal."
- Marc Gobe “Citizen Brand”

marketing

Social capital as it relates to consumption: the knowledge of how to properly execute behaviors, wear a hat, accessorize or use an innovation (From Berger, Ho and Joshi, 2011)

Word-of-mouth helps consumers project social capital. The story that the visual creates provides extrinsic utility for the consumer. In a sense, re-blogging mirrors conspicuous consumption.

marketing branding social media Word of Mouth