Capital C

Digging has resumed

Folks, Cap C's Digital Digs is back. A weekly digest of what's emerging in marketing, technology, and strategy.Have a gander-visit our DigitalDigs section. 

Marketing the Myth II

  I came across a fascinating tale from Hindu mythology which I must share.

  Ganesha, the divine scribe, had a warlord brother, Kartikeya. Being very proud of his physical prowess, he challenged Ganesha to a 3-lap race around the world. Kartikeya leapt onto his peacock and  hurtled across the continents, mountains, and oceans at a furious pace, summoning all his celestial power. He flew around once, twice, while Ganesha lounged about, munching on his favorite sweetmeats.

Just before Kartikeya returned from his final lap, Ganesha stood up, folded his hands in reverence, and circled his parents, three times.  And when his brother returned, Ganesha greeted him with  "I won."

In response to Kartikeya's ire and disbelief, Ganesha calmly countered by saying "You went around THE world. I went around MY world. What matters more?"

THE world is objective, logical, driven by fact.

MY world is subjective, emotional, driven by perception.

Business is the interaction between the behavior of the market and the organization. If the organization's behavior makes the market happy, then the market will reward it. But this requires the organization to understand the consumer's belief system, and consistently empathize with it.

Post wholly inspired by the incredible Devdutt. Watch him mesmerize TED here.

Build it and they will come

Songdo is a new city being built in South Korea, on 1,500 acres of land reclaimed from the Yellow Sea.  Billed as the largest real estate development in the world, their mission is to redefine the ‘city’ as an ecosystem; embracing complexity, green technology, and systems learning allows Songdo to deal with common urban sprawl issues including health care, transportation, education, and fresh air.  Even the toilets will analyze your urine to give you continuous data on your health and suggest strategies for preventing disease. 

This is a bold partnership between government, corporations, education and environmentalists, a working lab that they can commercialize to help the world deal with sustainability. Jane Jacobs would be proud.

Wouldn’t it be wonderful if Canada could create that type of alignment and invest in the future versus the past?

- TC

BuyCotting

Last week I was invited onto The Agenda, hosted by Steve Paikin.  The topic was ethical consumerism, and whether the consumer had the power to motivate corporations to be better citizens of the planet.  To ‘buycott’ by drinking Fair Trade Coffee, to buy running shoes from factories that adopted fair work practices. 

My argument was that the consumer has a very real say.  Over 60% of them have chosen brands beyond immediate gratification, a powerful show of intent suggesting scrutiny into the corporation's belief system.  My faith stems from the principles of capitalism, and that supply will always chase demand.  If demand shifts beyond price, convenience and status to transparency, values and philosophy, then supply will shift accordingly.

-Tony Chapman 

tvo- Tony Chapman on The Agenda discussing Ethical Consumerism

Velocity- Admire Tiger's swing, but can't hide from his swinging

Velocity is defined as the rate of change of position; both speed and direction are required to define it. The rate of change of velocity is acceleration – how an object's speed or direction changes over time, and at a particular point in time. 

Never before has the average citizen experienced velocity and acceleration as we do today.  We send emails and texts out constantly; our faces and experiences are continuously captured and often posted, even our voice mails are stored.  There is no escape or hiding from the public eye, there is no spin doctor that can contain citizen journalism.

When the simplest of stories captures the public eye, everyone feeds and shares creating a potent force, powered not by iron fields but by the humans craving for attention.  Anyone with anything to contribute fuels the feast, hoping for their 15 megs of fame.  What was once a private matter has such velocity such that it connects billions of dots, a billion times a day.

-Tony Chapman

Ambassadors of Community

Came across a little gem that truly embraces the 'desired consumer' concept  (Aside: Excerpt is from Mehta's 'Maximum City' , a book that brings Mumbai, the maddest metropolis, to life)

A recent magazine advertisement for an Ambassador car, the sturdy workhorse of the Indian roads, illustrates what I mean. The car, an unadorned version of a 1950s Morris Oxford, is trundling along a rain-drenched street. The ad copy doesn't devote the usual lascivious attention to leather seat covers, digital dashboards, electronic fuel injection, or the trim lines of the car's design. The Ambassador is actively ugly but lovable in the way elephants are, with a jaunty visor and a wide grin. Instead, there is a snatch of dialogue from within the car. Three people can be seen squashed together on the front bench seat. A man crosses in front of the ungainly pachyderm, holding a briefcase over his head to ward off the downpour.

"Arrey... isn't that Joshi?" "Yes. Let's take him also."

"But we are so many."

"Have a heart, we can always adjust."

Car ads in most countries usually focus on the luxurious cocoon that awaits you, the driver, once you step inside. At most, there might be space for the attractive woman you'll pick up once you're spotted driving the flash set of wheels. The Ambassador ad isn't really touting the virtues of space. It's not saying, like a station wagon ad, that it has lots of spare room. It's saying that the kind of people likely to drive an Ambassador will always make more room. It is really advocating a reduction of personal physical space and an expansion of the collective space. In a crowded city, the citizens of Bombay have no option but to adjust.

Marrying car with community instead of boasting about nonexistent product advantages.  Superb.

In-N-Out Burger: Cult Cuisine

In-N-Out is a Californian restaurant chain that has achieved cult status among the burgerati. The owners opted to keep it privately owned to retain control over the quality and the customer experience. Good move. Estimated revenues are at $216.8 mn, and by staying true to their 'Quality You can Taste' slogan and indie culture they've been able to sidestep the stigma associated with corporate chains (read McDonald's) and become a movement.

My favourite snippets:

• IN-N-Out is the only fast food chain allowed to open up in the fiercely independent Fisherman's Wharf
• An extremely limited menu offering, with only three burgers on the cards
• Host of secret menu items ('animal style', 'veggie burger') that become popular purely through word of mouth
• Gordon Ramsay chose an animal style-burger as his 'death row' meal :)

They kept it simple, kept it scrumptious. Amen

scalpel-sharp insight

 
Just read a superb profile piece on Dr. Atul Gawande- surgeon, health policy expert, and journalist for The New Yorker.

My take-home for the day was how Gawande embraces diverse knowledge streams to inform his medical writing- below is his take on blushing

What is this peculiar phenomenon called blushing? A skin reaction? An emotion? A kind of vascular expression? Scientists have never been sure how to describe it. The blush is at once physiology and psychology. On the one hand, blushing is involuntary, uncontrollable, and external, like a rash. On the other hand, it requires thought and feeling at the highest order of cerebral function. “Man is the only animal that blushes,” Mark Twain wrote. “Or needs to.”

The rich undercurrents of philosophy, history and literature in Gawande's writing transform a routine description into something magical.  It got me thinking-As a marketer, how can I expect to create game-changers if I'm only looking to other marketers for inspiration? I'd do well to leap into fields such as art, design, and medicine to challenge myself, and conjure up new playgrounds in which to discover.

Paranormally Phenomenonal

 I was lucky enough to catch Paranormal Activity last night. The movie is hands-down the scariest thing I've ever seen- go watch it, it's genius. Shot in under a week and with amateur actors, the film explores the most primal cause of fear- a lack of understanding of what's going on.

The preview is composed almost entirely of reaction shots of people watching the movie. Spookily brilliant, it creates an empathy with the freaked out folks and compels you to join them in the experience.

You come home and as soon as you're over the initial terror (which is a while), you can't wait to get out there and discuss and share feelings.

Marketing and the macabre, made my day :)

Toys "R" Us 'Chief Play Officer' means serious fun.

To help celebrate their 25th birthday, Toys “R” Us brought in some experts. The Chief Play Officer (CPO) is an esteemed role and a dream job for any kid. Check out the Toronto Star press here.

The CPO's job is to play for a living, providing insights on the 25 hottest toys of the holiday season as well lending a great deal of nostalgia to toy lovers across Canada by promoting the vote on the Top 25 Toys of all time.

The goal: crown a victor to be deemed the Top Toy of All Time. There are 25 toys on the list that are sure to make you remember the days of playing on the carpet.  As well, TRU is giving away $25,000 worth of toys in an online giveaway.

Here at Cap C we're always thrilled to get involved with Toys "R" Us, and we're proud of how our concept turned out. There’s more celebration details to be announced but if the kid in you can’t wait, come on over to the Facebook page and to be sure you’ll get all the news.

AToMIC 09- A conference loaded with insight and charisma

Some thoughts on the Atomic conference, would love to share them with you. Atomic09conference

Retail now plays in the Digital Space

Cap C partner James Fraser spoke at a CODACAN (Canadian Out-Of-Home-Digital Association) event last week, outlining his vision for the future of retail and its leap towards digital.

Dave over at Sixteen:Nine has done a great review of the speakers' talks, highly share-worthy.

The Awesomeness Manifesto- Visualized

Umair Haque over at the HBS blogs has created a compelling manifesto that deals with the essence of 'Awesome'. His ideas connected with me instantly, so I thought I'd try a mini-visualization with my new toy, Mind Manager. Haque's open-sourced his manifesto and is looking for examples of awesome, so I urge our readers to contribute.

Scouting for Social Media folks

Please check out the available positions on our job page...

Capital Acclaim at the 2009 Promo! Awards

Cap C took home major honours at the 2009 Promo! Awards, with 7 awards including 4 golds. A big thank-you to the CAPMA folks for putting on a snazzy and memorable show.

The list:

GOLD - Best Multidisciplined campaign - Dove Sleepover
GOLD - Best B2B - Nissan/Infiniti Dealer Web program
GOLD - Best Account Specific - Sunlight Eco-Action Kids
GOLD - Best Dealer or Salesforce - Nissan/Infiniti Dealer Web Program
SILVER - Best multidisciplined campaign - Becel Heart Truth
SILVER - Best activity generating brand loyalty - Dove Sleepover
SILVER - Best Cause Marketing - Unilever Go Blue

We're thrilled, humbled, and more committed than ever to creating campaigns that showcase content, creativity, and humanity.

Kanye taps into Murakami Madness

After Kanye West’s outburst at the VMA last night, I visited his site to see if he had attempted to explain his bizarre behavior. No dice, but I was in for a treat regardless. Designed by the Time 100 visual artist Takashi Murakami, kanyeuniversity is a community playground with plenty of amusements such as music clips, videos and a newborn blog. We’ve marveled at Murakami’s work before, loving his ability to capture pop culture in what Wikipedia calls a 'blurring of high and low art'.

Inspiring enough to make me forget what I was looking for.

Creativity is Oranje

I'm reading David Winner’s brilliant ‘Brilliant Orange’, a look at the development of Dutch football (soccer) through the wider lens of national culture. 

Via the awesome COS:
Winner claims that “space is the unique defining element of Dutch football. Other nations and football cultures may have produced greater goalscorers, more dazzling individual ball-artists, and more dependable and efficient tournament-winning teams. But no one has ever imagined or structured their play as abstractly, as architecturally, in such a measured fashion as the Dutch.”

 Total Football exemplifies the Dutch conception of space. It was “a conceptual revolution based on the idea that the size of any football field was flexible and could be altered by the team playing on it” 

Of course, the size of a football field is not flexible. Winner attributes this mentality to the land the Dutch have been given. A small, low-lying country with a long sea coast and a relatively large population, the Dutch have in fact expanded their land through the use of polders and other elaborate water control measures. Winner sees spillover of Dutch attitudes toward land into Dutch soccer. He calls the Dutch “spatial neurotics” and says that “the Dutch think innovatively, creatively and abstractly about space in their football because for centuries they have had to think innovatively about space in every other area of their lives” 

The best design flows naturally out of need. Utility triumphs over glamor, every time. Okay, most times :)

Circulation is not Readership

From KT:

 The largest Hindi-language newspaper in India, Dainik Jagran maintains a circulation of more than 17 million. However, it claims a readership of 56 million, where “readership” numbers account for the Indian habit of sharing newspapers broadly with several friends or relatives :)

Time to question our reach metrics, especially when you think of the effects of the unselfish gene combined with those of the hyperlinked web.

The Human Quotient

Seed Magazine once again triggered thoughtstreams with the ‘Rise of Roboethics’. It touches upon our yen to create increasingly human-like machines “partly as a result of a need for functional, realistic prosthetics, but also because we just seem to be attracted to the idea of making them.”

We’ve previously talked about empathy as a powerful driver of behaviour, and this trait seems to be evolving. Brand loyalty has become a function of a product’s ‘human quotient’; evangelism amplifies as products use computing to become more social. You’d be hard-pressed to find a product in history that has been endorsed with more intensity, volume, and passion than the iPhone; its community-geared AI evokes real emotion.

As products up their human quotient, our strategies to promote and persuade will need serious tweaking. Generous investments in trial and simulation will rise above mass messaging. Community builders will become our new Mad Men.