All posts filed under: With My Marketing Hat On

Gearing Up for Valentine’s, and Last Year’s White Chocolate Risotto

These days, social media has grown keen on telling us one thing: what time of the year it is, and when we should be on to planning what to do for the next holiday — in this case, it’s almost the end of January and it’s reminding us that Valentine’s Day is coming. Being a marketer myself, I understand big data and big business, and Valentine’s Day presents one of the biggest opportunities for targeting and retargeting if you do it just right. As an end user, I am glad I do not have to go through the stressful ritual. My boyfriend and I during our first Valentine’s went to one of my favorite Italian restaurants in Arthur Avenue in the Bronx, but it didn’t go very well. Take me, a chronic migraine sufferer, out during a night when most everyone dons their fanciest perfumes for their dates, and you’ve got a recipe for disaster. So we decided on a much mellower approach in the years to follow, which worked out perfectly for us. Last …

Wednesday Sightings: Turkish Sprite, Thai Sprite

Great brands have such strong identities and recall, that end users associate colors and images, sometimes even shapes with them. Global brands like Apple, McDonald’s and Coca Cola are a few examples. No matter where you are in the world, you would instantly recognize products, advertising and all things associated with these companies. Taking it a step further, what makes a global brand great? Meeting their customers where they are, speaking their language, adapting their customs and tastes to company practices. McDonald’s, for example, serves fried chicken and rice with gravy in the Philippines to compete with strong Filipino fast food chain Jollibee and meet the Filipino taste. In Australia, you would find vegemite on its breakfast menu; and a McVeggie is served in India. During my own travels, I have seen Sprite packaging tailored according to the country, but the brand has strong recognizability that you know immediately it’s the same drink. In my job we went through a branding exercise. Having been a part of a team that defined a company’s brand was …

Wednesday Sightings: Head in the Clouds (All it Takes is an Idea)

In the age of social media, some of the platforms that bring with them a lot of promise are crowdfunding platforms, arguably the most popular ones being Kickstarter and Charity Water. All it takes is an idea, and anyone can appeal to the world why they should get to have their dreams realized, or why their cause is important. As a marketing communications professional, digital marketer and full time idealist, crowdfunding has always peaked my interest. Inspiring stories, such as movies being produced with the help of people instead of big production companies for complete creative control, and more importantly, wells being dug around the world in places where clean water was next to impossible before, prove the power of these platforms in making a difference. One example of a project that was realized through Kickstarter was the “Head in the Clouds” project, an installation made up of recycled materials in Governors Island in the summer of 2013. We did not know what we were going to find in Governors Island when we went there …