Brand Noise

Grin Reapers

Marie Tupot Of scenarioDNA is featured in an article in this weekend's San Diego Union-Tribune:

Poking fun at recession fears — getting laid off, watching the 401(k) slide into the abyss — can sometimes make the unthinkable, at least for a time, bearable, some marketing experts said.

Laughter is communal and brings people together, so humor can be marketing gold for a company when it is done right. But it can also backfire if it crosses the line. With black humor, that line can be razor-thin, experts agree.

“There are times black humor works, but it has to be done well,” said Marie Lena Tupot, co-founder of scenarioDNA, a New York consumer behavior research firm that helps companies build their brands. “In these volatile times, when people are being laid off without notice, an advertisement or gimmick that plays on the recession can turn negative and be in poor taste.”  Read more

Green 2009: A Cry for Real Things with Real Impact

Green 2009: A Cry for Real Things with Real Impact

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Luxury 2009, showing a vulnerable side.

Luxury 2009, showing a vulnerable side

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Culture Networks

Culture Networks (Lecture)

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The Structure of Trends (Lecture)

The Structure of Trends (Lecture)

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Radio Shack Up for Review

According to Brand Week, Radio Shack recently launched a creative review. Going forward, we envision Radio Shack taking it old school. A place powered by electronic modders. Sort of Apple's Genius Bar meets Best Buy Geek Squad meets Circuit Benders. Then best them all with the likes of the smart girls at TekServe--a new Radio Shack should be gender neutral. Wikipedia reports the company was started as Radio Shack in 1921 by two brothers who wanted to provide equipment for the cutting-edge field of amateur, or ham, radio. Curious to see who gets to be the chosen one after the review process ends in March. Will incumbent Arnold hold on?

Assurance Should be an All-around Positive Declaration

Hyundai's new "Assurance Program" allows new-vehicle buyers or those who lease to return their cars for up to a year after purchase if they lose their income due to a job loss. Here's the official policy: Hyundai Assurance.

Not so sure exactly how I feel about that one. One, if you lose your job...you'll desperately need that car to get back in the saddle again and start interviewing. Two, how high is the threshold of pain that you must muster to actually bring the car back. And how do you explain that to your friends? "I'm so down and out, I had to turn my Hyundai in..." In an era where social credibility among peers can make or break a person, this sounds like lip service. Now, if Hyundai wants to put its money where its mouth is, how about: If you lose your job, they suspend your payments until you land a new position...or some pre-determined amount of time.

You keep your car, your pride and you just might get that slim next job.

Hmmm...kind of reminds me of another insurance policy. Last year, when we bought our daughter an electronic panda, Sharper Image told us we could trade it in whenever we wanted as long as we purchased a Replacement Guarantee. Our thought was that within six months (or hopefully before the company started bankrupty proceedings), the kid would tire of the Panda and much prefer a kneading massage cushion...yeah right...we still have the panda. He gets played with just enough to warrant him staying in our home. I suspect we'd hold on to a Hyundai too as long as he was worth his driving weight.

Repercussions of a Sheltered Generation Await

This, from AdAge on PepsiCo's post-BBDO Generation Optimistic campaign:

"It feels like bullshit to me," said Ray Graj, principal at Graj & Gustavsen. "It's like putting your head in the sand. People are scared about their jobs; they're getting reduced bonuses. It feels contrived to go down that path, regardless of what market surveys they're reading."

Mr. Graj went on to say that, while there certainly is some optimism around the upcoming inauguration of Mr. Obama, it will be short lived. "What we're facing is a real deep bad thing, and that's settling in slowly," he said. "[People] are confronting the reality of the situation."

Couldn't have put it better myself. We're at the tip of the iceberg, guys. And the kids are always the last we let know.

Read the whole AdAge story.

Understanding Gen Y Narrative: The Transformer Generation

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Air Force Reaching Out Through Xbox

The US Air Force is partnering with Microsoft to promote the Xbox LIVE "Horror Meets Comedy" original short film series premiering this November 19th. The series features eight well-known horror directors who will bring their comedic visions to life. Directors include James Wan & Leigh Whannell creators of the "Saw" franchise, James Gunn ("Slither", "Dawn of the Dead") Andrew Douglas ("The Amityville Horror"), David Slade ("30 Days of Night") and Lucky McKee ("May").

Air Force will create custom intro billboards that will run with each pilot and interactive media placements that will live across the Xbox LIVE online entertainment network and the Xbox.com website. Users can click on these custom units and engage directly with the Air Force Brand Destination which offers users the opportunity to learn more about the Air Force through video downloads, gamer pictures and theme packages.

Seems to me there’s a bigger picture to explore…