Here are three lessons gleaned from watching brands both succeed and fail at trying to make a video that “goes viral.”
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I am the ultimate cliche.
With my MacBook Pro, Molskine notebook and large venti latte I am writing a blog post while contemplating the nature of branding in a downtown Boston Starbucks; thus is my post-Accelerator vacation. Like I said, the ultimate cliche.
With my stint as a summer business bootcamp coach now over, I have decided to take some time off to get ready for the second half of my summer as a brand intern for a fairly large restaurant company. My time is now gladly split between running around Newberry St. looking for new duds and having my nose buried in a couple of excellent branding books with my best friend from college, Steph.
It should be noted that this is my first real trip to Boston (the one other time I was up here was more of a one-in-a-lifetime 300 mile adventure to Belmont, MA) but its one that has been quite impressive. Not only was I able to take in the fireworks on the Esplanade (see video below…why they chose Rascal Flats for a July 4th celebration above the Mason-Dixion line, I have no idea) I am being treated to the real-life character of the area from long-time residents of the city.
The point to all of this is that those books I mentioned include Accidental Branding and Personality Not Included, two awesome books that talk a lot about authenticity in marketing.
My challenge over the coming weeks is to not only discover the authenticity behind the brand of the company I am working for, but also find a way to sell that authenticity as the way to go. As both David Vinjamuri and Rohit Bhargava (the respective authors of both books) explain, this is no small task.
I am excited about the next four weeks, though and will try to write as much as I can within the professional context of the work. For now though, back to the vacation…and the cliche.
Technorati Tags: Accidental Branding, Boston, branding, Owen Accelerator, Personality Not Included
Last weekend found the entire b-school campus mobilizing to welcome both newly accepted business students as well as alumni.
Proving the power of medium, nothing speaks to the kinds of feelings you have about an experience like video.I have to admit it was a bit of a strange thing to try to keep the “unedited, uncensored” part of my role as an OwenBlogger but I think the culmination of what me and my classmates had to say is definitely worth watching:
UPDATE: The video was apparently taken down by the school’s PR department…I’ll check into it. Thanks to Rick for pointing it out…
Technorati Tags: alumni, Owen Graduate School of Management, promotional video, Vanderbilt, vlog
It’s safe to say that ever since I was able to get my hands on a camera, I’ve been fascinated by the things you can produce with a couple of minutes of footage and some simple editing software. The strange thing is that I never really thought about where this affinity came from and how it all started until a recent trip back home to Atlanta.
While sorting through some mail, I came across a bunch of old film reels that my parents were sending off to have made into a DVD. Funny enough, I never remembered my parents ever having a video camera around the house when we were kids. It turns out, however, that my while my mom was growing up, my grandparents did.
Looking through these old films is surreal. It’s even more surreal to realize that as much as I may be camera-happy, my grandfather was just a prolific a filmmaker.
It appears that no matter what the topic, from birthdays to family vacations and even to random card games featuring relatives I have only previously seen through well-framed still photos, he always had the camera at the ready to capture the moment.
I guess it goes to show that some things do just run in the family.
Technorati Tags: home movies, marketing diner
A montage of photos and videos from 2007. It was more a creative exercise than anything else but it turned out great so I decided to share it.
Podsafe Music: City Skies – Dylan & The Movies
Technorati Tags: 2007, Marketing Diner, MBA, surviving business school, vlog
A quick update on where we are on the Marketing Diner project and how things are going for me at business school so far.
Also…Don’t forget to check out my b-school blog! – http://www.owenbloggers.com/jared