happy birthday katrina! see you at captain's bar. i am sick. i am toxed out. i am really at not optimum capability.... *currently on break from wor trainingk* this is a blog reflecting obama-biden 2008: (listening to will.i.am's new song entitled it's a new day - watch the video. i mean it.) Published: November 05, 2008 it has been a rollercoaster emotional and mental ride the past few days, as i ended a chapter and still looking for a good foothold for another one.
Friday, November 28, 2008
special birthday greetings
happy birthday saradel. dami mong utang na kwento sa kapwa miyembro ng nightshift cartel. kelan ang susunod?
Thursday, November 27, 2008
chilled. frozen. on meds.
*mind over matter*
must maintain optimal health in less than 48 hours.
2-11. goodness. what the hell is wrong!!!!!
btw, november 30 at the ynares sports arena (the one at shaw near rotonda). vs mapua.
Tuesday, November 25, 2008
words on the pearl drive front
i apologize if i have not yet posted pictures from recent days. been busy. it is what it is being on a 5pm to 2am schedule.
anyway, some pluggings:
sitti will be having a birthday concert on the 29th at captain's bar this saturday.
she will be at the podium on december 8.
speaking of the podium, you can bring your laptops. may wifi doon, kaya lang 100 per hour (c/o ucc coffee). maawa kayo sa mga taong gusto mapanood, especially yung nasa australia, japan at singapore.
i hope you managed to watch acel at eastwood tonight. i missed out on it. dianne elise
the legendary sale at 1487 quezon avenue is back again. if you went there, let me know and share stories.
azrael has some cool events on the way. check his blog: http://www.azraelsmerryland.blogspot.com if you need details. ang dami kasi.
olivia will be having a concert at teatrino on december 15.
mj: yosha has gigs again. meron sa mag:net katipunan.
if you read patricia evangelista's latest blog on the human rights abuses is a good read. well-written. another good read is luis katigbak. i like his views on the NU rock awards and his choices (a.k.a the QLE's)
congrats to RX for their newly acquired birds. and to kelly for reviving her multiply (thebiteclub.multiply.com)
you know, it is hard having to rely on a bailout from your parents. kawawa naman kami. LOL.
Friday, November 14, 2008
Yes We Can. Yes He Did. Yes He Will. - A post-election rethink
i know it is a late post.... i am sorry for that, i just want to think and reflect on the accomplishment earlier this month.
i marvel at how this humble african-american community organizer became the leader of the free world.
i marvel at how he captured the imaginations of people all around the world. his speeches are legendary. (i have his invesco and his victory speech)
i am in awe as to how he intends to gets his message across, using his victory speech as a call to action to his "army." he just launched a website (change.gov) to continue the process. to him, this victory is the next step for change.
i just feel the good vibrations. the road ahead is difficult. there are obstacles that are needed to be faced.
i had the pleasure of monitoring this election. i did not leave the house on purpose. i wanted to see history unfold. my esteemed professor called it an hour before the pundits did (and he is very proud of it). i kinda knew it with PA and OH going blue, because there is no way he is winning in the west coast (alaska does not count). i was texting and bugging him about this. since he was monitoring the "allegedly" left-leaning cnn and bbc (and to a degree ANC), i decided to do it on the "home of the right" - FOX News Channel. my mom was wondering why was i not leaving. that is a wholly different story altogether. i knew that with obama winning this election, the pundits there decide to focus on the senate race, considering that it is in all likelihood the only way they can come out the winners.
i love how he handled his campaign. how he captivated america. how he got it done. now, it is up to him to revive a sagging country in the midst of its probably worst recession since the depression.
and rejoice, obamaniacs. rejoice.
it's a new day.
Saturday, November 08, 2008
Obama and Social Marketing
What Marketers Can Learn From Obama's Campaign
Change -- and Positioning -- You Can Believe in
Take a relatively unknown man. Younger than all of his opponents. Black. With a bad-sounding name. Consider his first opponent: the best-known woman in America, connected to one of the most successful politicians in history. Then consider his second opponent: a well-known war hero with a long, distinguished record as a U.S. senator.
It didn't matter. Barack Obama had a better marketing strategy than either of them. "Change."
Nazi propaganda chief Joseph Goebbels was the master of the "big lie." According to Goebbels, "If you tell a lie big enough and keep repeating it, people will eventually come to believe it."
The opposite of that strategy is the "big truth." If you tell the truth often enough and keep repeating it, the truth gets bigger and bigger, creating an aura of legitimacy and authenticity.
Clinton's 'solutions' fizzle
What word did Hillary Clinton own? First she tried "experience." When she saw the progress Mr. Obama was making, she shifted to "Countdown to change." Then when the critics pointed out her me-too approach, she shifted to "Solutions for America."
What word is associated with Ms. Clinton today? I don't know, do you?
Then there's John McCain. An Oct. 26 cover story in The New York Times Magazine was titled "The Making (and Remaking and Remaking) of the Candidate." The visual listed some of the labels the candidate was associated with: "Conservative. Maverick. Hero. Straight talker. Commander. Bipartisan conciliator. Experienced leader. Patriot." Subhead: "When a Campaign Can't Settle on a Central Narrative, Does It Imperil Its Protagonist?"
Actually, Mr. McCain did settle on a slogan, "Country first," but it was way too late in the campaign and it was a slogan that had little relevance to the average voter.
Tactically, both Ms. Clinton and Mr. McCain focused their messages on "I can do change better than my opponent can do change."
"Better" never works in marketing. The only thing that works in marketing is "different." When you're different, you can pre-empt the concept in consumers' minds so your competitors can never take it away from you.
The ultimate slogan
Look at what "driving" has done for BMW. Are there vehicles that are more fun to drive than BMWs? Probably, but it doesn't matter. BMW has pre-empted the "driving" position in the mind.
The sad fact is that there are only a few dozen brands that own a word in the mind and most of them don't even use their words as slogans. Mercedes-Benz owns "prestige," but doesn't use the word as a slogan. Toyota owns "reliability," but doesn't use the word as a slogan. Coca-Cola owns "the real thing," but doesn't use the words as a slogan. Pepsi-Cola owns "Pepsi generation," but doesn't use the words as a slogan.
As a matter of fact, most brands follow the Pepsi pattern. Every time they get a new CMO or a new advertising agency, they change the slogan. Since 1975, BMW has used one slogan: "The ultimate driving machine." Since 1975, Pepsi-Cola has used these advertising slogans:
Thirty-three years ago when the "Ultimate driving machine" campaign started, BMW was the 11th-largest-selling European imported vehicle in the U.S. market. Today it's No. 1.
Thirty-three years ago, Pepsi-Cola was the No. 2-selling cola in the U.S. market. Today, many advertising slogans later, it's still No. 2.
The average Pepsi-Cola advertising slogan lasts just two years and two months. The average chief marketing officer lasts just two years and two months. The average corporate advertising campaign in BusinessWeek lasts just two years and six months.
The Obama campaign has a lot to teach the advertising community.
1. Simplicity. About 70% of the population thinks the country is going in the wrong direction, hence Obama's focus on the word "change." Why didn't talented politicians like Ms. Clinton and John Edwards consider using this concept?
Based on my experience, in the boardrooms of corporate America "change" is an idea that is too simple to sell. Corporate executives are looking for advertising concepts that are "clever." For all the money being spent, corporate executives want something they couldn't have thought of themselves. Hopefully, something exceedingly clever.
Here is a sampling of slogans from a recent issue of BusinessWeek:
Some of these slogans might be clever, some might be inspiring and some might be descriptive of the company's product line, but none will ever drive the company's business in the way that "change" drove the Obama campaign. They're not simple enough.
2. Consistency. What's wrong with 90% of all advertising? Companies try to "communicate" when they should be trying to "position."
Mr. Obama's objective was not to communicate the fact that he was an agent of change. In today's environment, every politician running for the country's highest office was presenting him or herself as an agent of change. What Mr. Obama actually did was to repeat the "change" message over and over again, so that potential voters identified Mr. Obama with the concept. In other words, he owns the "change" idea in voters' minds.
In today's overcommunicated society, it takes endless repetition to achieve this effect. For a typical consumer brand, that might mean years and years of advertising and hundreds of millions of dollars.
Most companies don't have the money, don't have the patience and don't have the vision to achieve what Mr. Obama did. They jerk from one message to another, hoping for a magic bullet that will energize their brands. That doesn't work today. That is especially ineffective for a politician because it creates an aura of vacillation and indecisiveness, fatal qualities for someone looking to move up the political ladder.
The only thing that works today is the BMW approach. Consistency, consistency, consistency -- over decades, if not longer.
But not with a dull slogan. Hitachi has been "inspiring the next" for as long as I can remember, but with little success.
Effective slogans needs to be simple and grounded in reality. What next has Hitachi ever inspired? Red ink, maybe. In the past 10 years, Hitachi has had sales of $786.9 billion and managed to lose $5.1 billion. When you put your corporate name on everything, as Hitachi does, it's difficult to make money because it's difficult to make the brand stand for anything.
3. Relevance. "If you're losing the battle, shift the battlefield" is an old military axiom that applies equally as well to marketing. By his relentless focus on change, Mr. Obama shifted the political battlefield. He forced his opponents to devote much of their campaign time discussing changes they proposed for the country. And how their changes would differ from the changes that he proposed.
All the talk about "change" distracted both Ms. Clinton and Mr. McCain from talking about their strengths: their track records, their experience and their relationships with world leaders.
As you probably know, Mr. Obama was selected as Advertising Age's Marketer of the Year by the executives attending the Association of National Advertisers' annual conference in Orlando last month. But one wonders if these CMOs are getting the message.
As one marketing executive said: "I look at it as something that we can all learn from as marketers. To see what he's done, to be able to create a social network and do it in a way where it's created the tools to let people get engaged very easily. It's very easy for people to participate."
Whatever happened to "change"?
~ ~ ~
In addition to his monthly AdAge.com column, Al and his daughter and partner Laura Ries host a weekly video report at www.RiesReport.com.
website link is here... http://adage.com/columns/article?article_id=132237
Tuesday, November 04, 2008
the charmless man.
good thing people are there to back you up, even help you a little bit.
pero enjoy pa rin. hehehe....
happy birthday katrina! see you at captain's bar.
i am sick. i am toxed out. i am really at not optimum capability....
*currently on break from wor trainingk*
this is a blog reflecting obama-biden 2008: (listening to will.i.am's new song entitled it's a new day - watch the video. i mean it.)
Published: November 05, 2008Nov. 4, 2008, will go down in history as the biggest day ever in the history of marketing.
it has been a rollercoaster emotional and mental ride the past few days, as i ended a chapter and still looking for a good foothold for another one.