will it blend? viral campaign for Blendtec blender, very effective.
Show product strenght and amplify it 1000 times.
Friday, September 21, 2007
Sunday, August 12, 2007
Saturday, August 11, 2007
Friday, August 10, 2007
the birth of bottled water
Nevins looked out across 1970s America, though, and had an epiphany: Perrier wasn't just water. It was a beverage. The opportunity was in persuading people to drink Perrier when they would otherwise have had a cocktail or a Coke. Americans were already drinking 30 gallons of soft drinks each a year, and the three-martini lunch was increasingly viewed as a problem. Nevins saw a niche.
From the start, Nevins pioneered a three-part strategy. First, he connected bottled water to exclusivity: In 1977, just before Perrier's U.S. launch, he flew 60 journalists to France to visit "the source" where Perrier bubbled out of the ground. He connected Perrier to health, sponsoring the New York City Marathon, just as long-distance running was exploding as a fad across America. And he associated Perrier with celebrity, launching with $4 million in TV commercials featuring Orson Welles. It worked. In 1978, its first full year in the United States, Perrier sold $20 million of water. The next year, sales tripled to $60 million.
What made Perrier distinctive was that it was a sparkling water, served in a signature glass bottle. But that's also what left the door open for Evian, which came to the United States in 1984. Evian's U.S. marketing was built around images of toned young men and women in tight clothes sweating at the gym. Madonna drank Evian--often onstage at concerts. "If you were cool, you were drinking bottled water," says Ed Slade, who became Evian's vice president of marketing in 1990. "It was a status symbol."
Evian was also a still water, which Americans prefer; and it was the first to offer a plastic bottle nationwide. The clear bottle allowed us to see the water--how clean and refreshing it looked on the shelf. Americans have never wanted water in cans, which suggest a tinny aftertaste before you take a sip. The plastic bottle, in fact, did for water what the pop-top can had done for soda: It turned water into an anywhere, anytime beverage, at just the moment when we decided we wanted a beverage, everywhere, all the time.
Perrier and Evian launched the bottled-water business just as it would prove irresistible. Convenience and virtue aligned. Two-career families, overprogrammed children, prepared foods in place of home-cooked meals, the constant urging to eat more healthfully and drink less alcohol--all reinforce the value of bottled water. But those trends also reinforce the mythology.
We buy bottled water because we think it's healthy. Which it is, of course: Every 12-year-old who buys a bottle of water from a vending machine instead of a 16-ounce Coke is inarguably making a healthier choice. But bottled water isn't healthier, or safer, than tap water. Indeed, while the United States is the single biggest consumer in the world's $50 billion bottled-water market, it is the only one of the top four--the others are Brazil, China, and Mexico--that has universally reliable tap water. Tap water in this country, with rare exceptions, is impressively safe. It is monitored constantly, and the test results made public. Mineral water has a long association with medicinal benefits--and it can provide minerals that people need--but there are no scientific studies establishing that routinely consuming mineral water improves your health. The FDA, in fact, forbids mineral waters in the United States from making any health claims.
If the water we use at home cost what even cheap bottled water costs, our monthly water bills would run $9,000.And for this healthy convenience, we're paying what amounts to an unbelievable premium. You can buy a half- liter Evian for $1.35--17 ounces of water imported from France for pocket change. That water seems cheap, but only because we aren't paying attention.
In San Francisco, the municipal water comes from inside Yosemite National Park. It's so good the EPA doesn't require San Francisco to filter it. If you bought and drank a bottle of Evian, you could refill that bottle once a day for 10 years, 5 months, and 21 days with San Francisco tap water before that water would cost $1.35. Put another way, if the water we use at home cost what even cheap bottled water costs, our monthly water bills would run $9,000.
Taste, of course, is highly personal. New Yorkers excepted, Americans love to belittle the quality of their tap water. But in blind taste tests, with waters at equal temperatures, presented in identical glasses, ordinary people can rarely distinguish between tap water, springwater, and luxury waters. At the height of Perrier's popularity, Bruce Nevins was asked on a live network radio show one morning to pick Perrier from a lineup of seven carbonated waters served in paper cups. It took him five tries.
Source: http://www.fastcompany.com/magazine/117/features-message-in-a-bottle.html
From the start, Nevins pioneered a three-part strategy. First, he connected bottled water to exclusivity: In 1977, just before Perrier's U.S. launch, he flew 60 journalists to France to visit "the source" where Perrier bubbled out of the ground. He connected Perrier to health, sponsoring the New York City Marathon, just as long-distance running was exploding as a fad across America. And he associated Perrier with celebrity, launching with $4 million in TV commercials featuring Orson Welles. It worked. In 1978, its first full year in the United States, Perrier sold $20 million of water. The next year, sales tripled to $60 million.
What made Perrier distinctive was that it was a sparkling water, served in a signature glass bottle. But that's also what left the door open for Evian, which came to the United States in 1984. Evian's U.S. marketing was built around images of toned young men and women in tight clothes sweating at the gym. Madonna drank Evian--often onstage at concerts. "If you were cool, you were drinking bottled water," says Ed Slade, who became Evian's vice president of marketing in 1990. "It was a status symbol."
Evian was also a still water, which Americans prefer; and it was the first to offer a plastic bottle nationwide. The clear bottle allowed us to see the water--how clean and refreshing it looked on the shelf. Americans have never wanted water in cans, which suggest a tinny aftertaste before you take a sip. The plastic bottle, in fact, did for water what the pop-top can had done for soda: It turned water into an anywhere, anytime beverage, at just the moment when we decided we wanted a beverage, everywhere, all the time.
Perrier and Evian launched the bottled-water business just as it would prove irresistible. Convenience and virtue aligned. Two-career families, overprogrammed children, prepared foods in place of home-cooked meals, the constant urging to eat more healthfully and drink less alcohol--all reinforce the value of bottled water. But those trends also reinforce the mythology.
We buy bottled water because we think it's healthy. Which it is, of course: Every 12-year-old who buys a bottle of water from a vending machine instead of a 16-ounce Coke is inarguably making a healthier choice. But bottled water isn't healthier, or safer, than tap water. Indeed, while the United States is the single biggest consumer in the world's $50 billion bottled-water market, it is the only one of the top four--the others are Brazil, China, and Mexico--that has universally reliable tap water. Tap water in this country, with rare exceptions, is impressively safe. It is monitored constantly, and the test results made public. Mineral water has a long association with medicinal benefits--and it can provide minerals that people need--but there are no scientific studies establishing that routinely consuming mineral water improves your health. The FDA, in fact, forbids mineral waters in the United States from making any health claims.
If the water we use at home cost what even cheap bottled water costs, our monthly water bills would run $9,000.And for this healthy convenience, we're paying what amounts to an unbelievable premium. You can buy a half- liter Evian for $1.35--17 ounces of water imported from France for pocket change. That water seems cheap, but only because we aren't paying attention.
In San Francisco, the municipal water comes from inside Yosemite National Park. It's so good the EPA doesn't require San Francisco to filter it. If you bought and drank a bottle of Evian, you could refill that bottle once a day for 10 years, 5 months, and 21 days with San Francisco tap water before that water would cost $1.35. Put another way, if the water we use at home cost what even cheap bottled water costs, our monthly water bills would run $9,000.
Taste, of course, is highly personal. New Yorkers excepted, Americans love to belittle the quality of their tap water. But in blind taste tests, with waters at equal temperatures, presented in identical glasses, ordinary people can rarely distinguish between tap water, springwater, and luxury waters. At the height of Perrier's popularity, Bruce Nevins was asked on a live network radio show one morning to pick Perrier from a lineup of seven carbonated waters served in paper cups. It took him five tries.
Source: http://www.fastcompany.com/magazine/117/features-message-in-a-bottle.html
Wednesday, August 8, 2007
Definition of Friends
Friends of Bright - Orbit gum
Friends of Wine - Sub-zero (also show Enemies of Wine)
- appeal to an affluent, primarily male customer, the site positions Sub-Zero’s products as leaders in performance and preservation while espousing their eye-catching design. It’s primary appeal is that it does all this simply, clearly and concisely.
Friends of Wine - Sub-zero (also show Enemies of Wine)
- appeal to an affluent, primarily male customer, the site positions Sub-Zero’s products as leaders in performance and preservation while espousing their eye-catching design. It’s primary appeal is that it does all this simply, clearly and concisely.
Tuesday, July 3, 2007
is it really just about online social networking?
all this talk about web2.0, no one can really say definitively what it is about one thing or another. Here's an attempt to break it down to brands:
Digg community-based popularity website, it combines social bookmarking, blogging, and syndication with a form of non-hierarchical, democratic editorial control. In essence, viewer's choice.
del.icio.us (is a social bookmarking web service for storing, sharing, and discovering web bookmarks. It's owned by Yahoo. A non-hierarchical keyword categorization system is used on del.icio.us where users can tag each of their bookmarks with a number of freely chosen keywords (cf. folksonomy). Its collective nature makes it possible to view bookmarks added by similar-minded users.
del.icio.us has a "hotlist" on its home page and "popular" and "recent" pages, which help to surface interesting content and make the website an effective conveyor of popular internet memes and trends.
Del.icio.us stands for Bookmarking, Sharing and Discovery while Digg stands for Buzz, Partying and Traffic.
Technorati is an Internet search engine for searching blogs. Technorati includes a public developer's wiki, where developers and contributors collaborate, as well as various open APIs.
MySpace is a popular social networking website offering an interactive, user-submitted network of friends, personal profiles, blogs, groups, photos, music and videos internationally. The service has gradually gained more popularity than similar websites to achieve nearly 80% of visits to online social networking websites.
Facebook is a social networking website.
Facebook was originally restricted to members with a college or university email address, but has since been made available to any email address.
Flickr is a photo sharing website and web services suite, and an online community platform, which is generally considered an early example of a Web 2.0 application. The service is widely used by bloggers as a photo repository. Its popularity has been fueled by its innovative online community tools that allow photos to be tagged and browsed by folksonomic means.
A folksonomy is a user-generated taxonomy used to categorize and retrieve web content such as Web pages, photographs and Web links, using open-ended labels called tags.
Digg community-based popularity website, it combines social bookmarking, blogging, and syndication with a form of non-hierarchical, democratic editorial control. In essence, viewer's choice.
del.icio.us (is a social bookmarking web service for storing, sharing, and discovering web bookmarks. It's owned by Yahoo. A non-hierarchical keyword categorization system is used on del.icio.us where users can tag each of their bookmarks with a number of freely chosen keywords (cf. folksonomy). Its collective nature makes it possible to view bookmarks added by similar-minded users.
del.icio.us has a "hotlist" on its home page and "popular" and "recent" pages, which help to surface interesting content and make the website an effective conveyor of popular internet memes and trends.
Del.icio.us stands for Bookmarking, Sharing and Discovery while Digg stands for Buzz, Partying and Traffic.
Technorati is an Internet search engine for searching blogs. Technorati includes a public developer's wiki, where developers and contributors collaborate, as well as various open APIs.
MySpace is a popular social networking website offering an interactive, user-submitted network of friends, personal profiles, blogs, groups, photos, music and videos internationally. The service has gradually gained more popularity than similar websites to achieve nearly 80% of visits to online social networking websites.
Facebook is a social networking website.
Facebook was originally restricted to members with a college or university email address, but has since been made available to any email address.
Flickr is a photo sharing website and web services suite, and an online community platform, which is generally considered an early example of a Web 2.0 application. The service is widely used by bloggers as a photo repository. Its popularity has been fueled by its innovative online community tools that allow photos to be tagged and browsed by folksonomic means.
A folksonomy is a user-generated taxonomy used to categorize and retrieve web content such as Web pages, photographs and Web links, using open-ended labels called tags.
Why osmosis? Why distilled?
This is an exercise of ambitious magnitude. A million memos is the unfiltered holding ground of information that I'm reading and thought useful. Osmosis distilled, as you may guess, is an attempt to take the really good stuff, filter it, and distill it for mental absorbsion (and future recollection).
Here we go.
Here we go.
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