Dying of anticipation!

The anticipation is killiing me. I'm dying to get my hands on KILLSPENCER Premium Artifacts. These items were designed by Spencer Nikosey, a recent and very talented Art Center graduate – I saw his work at this last terms Grad Show and his work just pulled me from across the room. The craftsmanship and the execution are unlike anything I've ever seen... each day I look forward to a little email from him in my inbox saying I can pick up one of his wonderful pieces. Keep your eyes open!



Sherif

Snowcial Media has a great article on owning your name on the internet

We all know how critical it is to effectively tag ours – or our clients’ – websites in order to obtain the highest search rankings. We understand the importance of appearing in the top ten organic results in order to demonstrate the company’s presence, credibility, and level of expertise in their given vertical.

And you have no doubt worked tirelessly to achieve top results on all of the major search engines.

But have you spent any time tagging yourself?

We all know that you’ve spent plenty of time Googling yourself.

(Go on, admit it.)

So, why haven’t you played a part in how you rank?

If you’re a professional, touting your expertise on any topic, you need to build your personal brand, and the most important medium for doing so in this age of technology is the Internet.

read the rest of the article @ SNOWCIAL

MINDSHARE TONIGHT!

We're excited to announce the line up for this Thursday:

Genya Frankel / Bio-Physicist, CalTech

Benjamin Franklin Stilled the Waves

Gully Burns / Neuroinformatics Research Scientist, USC / ISI

Ars Veritatis: The Art of Truth

Anna Agapiou / Designer, The Groop

Branding the Live Earth global concert series

Satine Phoenix / Fetish Model, Adult Film Star, & Artist

Sex: Video vs. Reality

With a special appearance by the Android Cartel of Proton Radio

Lamborghini the lifestyle brand

Lamborghini recently released this video of the new Gallardo LP-560-4, their redesign of the baby (and sometimes questioned to be a genuine) Lambo. It seems from this video that the boys in Italy (and Germany as they are owned by VW/Audi Group), that they are shifting their perspective and trying to create what seems to be a more lifestyle geared branding experience. 

What do I mean by this? Watch the video and notice that the concepts they associate with this vehicle are A) attracting women B) general hoonage C) social climbing/status. Its interesting because none of these have to do with the increased performance or obvious function of the vehicle itself.

This is nothing new – plenty of brands focus their vehicles this way – but I suppose I didn't perceive it to be quite so overt from the Italian camps. Now in contrast – Ferrari is a lifestyle, but a lifestyle of pure, hardcore performance – not about getting phone-numbers. I'm actually really curious about what lifestyle Lamborghini is trying to promote because the substantive value this video suggests is fairly pathetic. 

Lets be honest – the type of individual who puts forth the money for a supercar is generally of a limited scope of marketing profiles. We can assume there is the type of individual who seeks to better his or her life with the purchase of the top type of vehicle – whose very performance and ownership experience and brand history will all factor in to the purchasing decision. In contrast to this we can probably assume that there is the newly rich either rapper, footballer (soccer) or socialite whose barometer of self and brand awareness is a bit off and probably understands that Lamborghinis are cool cars, expensive, look crazy and drive really fast. They buy it because of the reasons mentioned in the paragraph above and they love the attention it brings them. Drive down to Holllywood on any Thurs, Fri, Sat and you will see this guy with his buddy cruising around the strip in his Gallardo trying to pull girls on their way to the club and since the car only has to seats, the girls can casually 'sit on the guys lap.'

Does this move to play directly to the target market instead of the aspirational market serve as a positive choice? In my opinion, it probably devalues the brand because instead of elevating it and how it provides betterment (in real ways) of your life, it just maintains the status quo of what seems to be a garish and shallow group of nouveau-riche, whose primary concerns in life are doing donuts, purchased social status, attracting women on the street and territoriality; all of which are quite simply basest principles. They do nothing to elevate the consumer, nothing to suggest a higher set of values – in fact it I would suggest it probably takes your avg. consumer and brings him down to this unprincipled way of life as it does the brand. 

I suppose in my naivete its easy for me to cast aspersions upon the marketing of such a historic brand. Yet unlike a generally uninformed opinion – my rule is that one should always seek to target the aspirational buyer for any product because you want to promise AND deliver items which serve to inspire, elevate and motivate.

 

Why I have renewed faith in Nintendo

 

With the advent of the original Nintendo system, Nintendo became the de facto king of the console market place. Yet they couldn't stave away the onslaught of competitors. Sega then Sony and now Microsoft. Their market share began to wane and eventually fell from grace – formerly ranking 1st in sales (and in our hearts) to 3rd (Sony 1st, Microsoft 2nd). But now, Nintendo has staged a bit of a coup. 

They have changed their gaming paradigm to fundamentally control a whole different segment of the market. Which, you may ask... well consider the following titles: Big Brain Academy, Brain Age, Wii Fit. I think it is a genius move and shows to me that Nintendo is not only an intelligent company but also has a clear vision for where they and the rest of the industry is heading. They chose to elevate their users. Nintendo, rather astutely, evaluated the marketplace and realized that there will always been competitors to handle the new cutting edge in graphics, 1st person shooters, racers and sports games – yet not a single competitor sought to make games which could increase the physical or brain activity of a user.  They chose to make products that could help them improve their lives. 

Its no wonder I own a Wii and a Nintendo DS but no PS3 or XBOX. They get my nod as a great company whom is trying to build a future in not just providing entertainment but also helping their users to build a better life. 

I heart Mercedes

I've always had a long standing love affair with Mercedes Benz. I remember growing up and reading one of my first books about cars (something from the 'How things work' series) which featured a 300SL Gullwing. It was over from that point forward – the images stirred something deep within me, resonating in a way little else had... it was as if my blood were tingling inside of me each and every time I would imagine the Gullwing cutting through some sleepy European village, its exhaust note reverberating off the stone walls and cobbled streets. 

Later in life my parents got their first Mercedes, which was a bit odd as my mom had always loved Jaguars... but the car seemed to fit with our family. My curiosity bubbled over one day and I pressed my folks as to why, why this car and not another. I found out that both of them had grown up around Mercedes their entire lives, from their parents owning them to their brothers and sisters, and to them, it only felt right to get one of their own. 

It seems as if it is in our blood, the very molecules within us shining with the 3-pointed star – though this seems like a joke or exaggeration, I have been planning my ownership for ages now and there are few manufacturers that I put under the microscope more than my beloved Mercedes. With each new model, with each corporate decision – I am there, observing, critiquing and opining, as if I know what is best for the brand.

Yet why all of this? Why even bring this up? Because it is this quality that defines Future Classic. True brand loyalty is about a way of life – our avatars, our selves. We enjoy dressing up each day but there are few pieces of clothing in our wardrobe that speak directly to our hearts. It is these that we wear consistently, it is these that give us confidence, it is these that bring our best selves forward, that elevates to our own greater self. Mercedes is a part of that for me... and I hope the vehicles I produce in the future, do the same for you.

Sherif

It has been my growing opinion that it is requisite for any growing brand or enterprise to elevate the human experience to be genuinely successful. Let me first explain that my definition of success is not only in reference to the bottom line but in creating a product or brand that is of a truly lasting quality; a future classic so to speak. Maslow, in princple, was correct in his observation of the stratification of human needs – yet we can take where he left off and expand our understanding by observing truly successful individuals, marks, brand, products and notice that each took steps to elevate the individual past his or her existing status in Maslow's hierarchy and attempted elevate them to the next 'level up,' so to speak. When one can succeed by both offering a product, solution or interaction that is beneficial they have simply creating something 'good,' but when one creates benefit as well as the ability to uplift an individual or culture (not just themselves), they have done something great. 

Hermes does it right

Hermes has joined with Eurocopter to create a new form of Hermes branded transportation (you may remember that they co-branded with Bugatti to create the Hermes Veyron). Amazing. They have a true mastery of generating a full borne lifestyle. I'm stunned. More pictures found here.