What's on our M!nds.

I am pleased to announce that Modernista! has been included in the PanelPicker voting process for the 2010 South by Southwest (SXSW) Interactive Festival. With the advent of neuromarketing, neuroscientist and researchers have been directing their expertise to marketing, using MRIs to analyze consumers’ brain activity when exposed to different stimuli. And companies like Google are using mathematics to develop advertising solutions. Will digital marketers become scientists and mathematicians or will creativity triumph?

The founders of Modernista!, Lance Jensen and Gary Koepke, among others, will debate whether advertising is an art or science: Big Brother in Your Brain: Neuroscience and Marketing. Hints of what is to come, can be found here.

You can help us attend SXSW by voting. SXSW is a community-driven event and your voting accounts for about 30% of the decision-making process. The SXSW Advisory Board, which is a group of industry professionals from around the world, and SXSW staff are also involved in the process. Voting will close on Friday, September 4th, so make sure you vote soon.

Register to Vote

Vote for “Big Brother in Your Brain: Neuroscience and Marketing”

Just getting started on lazyfeed, and have to say I’m really into it so far. Like Google Reader in realtime, but even more simple. Rather than having to go blog by blog, site by site subscribing to various feeds, all lazyfeed asks you to do is type in some key words (some of mine so far are ‘iPhone’, ‘mobileweb’, ‘userexperience’) and it then scrapes the web and pulls in articles, blog posts, and a host of other content that relate to your key word. Just save that stream, and then it automatically starts updating your stuff in realtime.

Easily lets you connect back to your various existing identities (twitter, facebook, flickr) and pulls in your tagged items from there too (though I see they left out google reader- maybe they weren’t allowed to include that functionality? Wouldn’t mind a Posterous addition either, but too early to start complaining, it did just launch after all). And, you can pretty easily share stuff from lazyfeed back out to your other nets.

Always finding myself these days looking for ever simpler aggregation tools to manage the overload of info that my Reader currently is, and have to say this may be one of the best I’ve used in a while. Can see getting a lot of use out of this one. And given that it’s pretty solid right from the start aside from a few minor complaints, will be very curious to see how it evolves and improves over time as they start to get more and more feedback from people.

(found via @mashable)

The benefits of technology and more specifically the internet, seem to be endless: information and data accessibility, entertainment, commerce, ease of communication, etc. For me, technology is attractive because it  makes our lives easier to navigate. The innovation of cloud computing has made this even more apparent. The idea of syncing all of your files (photos, music, documents, etc.) and having accessibility wherever you are, is absolutely amazing. When I was in college at Michigan State University, each student received 100MB of AFS space. AFS is the acronym for “Andrew File System,” it is the central MSU network file storage system, which was originally developed at Carnegie Mellon University in 1984. The idea was to provide a campus-wide file system for home directories. With this, I built my first website. I also used this space to save files for all of my different courses. I could then visit the main library or friends’ dorm rooms and still have access to all my files. I thought this was great, but I used it mainly as a FTP service, which wasn’t very convenient. However, cloud computing is now available to everyone and sometimes completely free.

Many people don’t understand what cloud computing is, although many people use it everyday. Whether you save emails from friends or family in your Gmail or Hotmail account, post photos to Flickr or videos to YouTube; you are saving your files on a network other than your personal computer – this is the cloud. But the cloud is much more intelligent than what I just described. These examples describe hosting solutions for you to save content, but the cloud also provides real-time access to save, edit and share documents, spreadsheets, presentations, music and movies. Many companies like IBM, Microsoft, Google, Amazon and Apple offer cloud computing solutions.

The cloud provides many opportunities for brands to create innovative marketing solutions such as Apple MobileMe, Nike+ or Google Maps. But what company will win? What brand will win the great race to brand the clouds?

What is cloud computing?

Cloud computing, also known as utility computing or hardware as a service (HaaS), is the instant access to dynamic and scalable resources to operate software and applications over the internet. The cloud is defined by six elements:

1. Infrastructure (Infrastructure as a Service – IaaS): Is a service providing the seamless architecture and resources (e.g. servers, CPU, memory, etc.) for instant, dynamic and scalable computing power (e.g. Grid computing, virtualization, etc.)
2. Storage: Is a service simply allowing you to store your content (e.g. Rackspace)
3. Platform (Platform as a Service – PaaS): Is the service that provides  hardware and computing software allowing you to remotely access and operate your cloud server to develop, test, deploy, host and maintain applications (e.g. Microsoft Azure Services Platform, Amazon Web Services, Apple MobileMe, Microsoft Live Mesh,etc.)
4. Applications: Are the tools that provide functionality to perform various computing tasks, such as uploading creating, editing and sharing documents, spreadsheets or presentations (e.g. Google Docs: Document, Spreadsheet, Presentation, Form)
5. Software/Service (Software as a Service – SaaS): Is the service that delivers and is utilized in real-time over the internet (e.g. Google Maps, OpenID, PayPal, etc.)
6. Client: Is the computer hardware/software dependent on cloud computing in order to operate (e.g. Mozilla Firefox, Palm Pre webOS, Google G1 Android, Apple iPhone OS)

The idea behind the cloud seems so natural, why not have access to everything you want, whenever you want? Moreover, why not use another network other than your own? Especially if it’s cost efficient. In a Wired article titled “Cloud Computing. Available at Amazon.com Today,” Spencer Reiss and the CEO of Amazon, Jeff Bezos, discuss the cloud:

“Utility computing is Web 2.0’s version of rocket fuel. ‘You don’t generate your own electricity,’ Bezos says. ‘Why generate your own computing?’ The forces driving online apps — internet bandwidth and reliability — also mean that, in terms of data per dollar, servers in your closet or co-location facility can’t compete with industrial-scale bits piped in from hundreds, even thousands, of miles away.”

The Cloud: Strengths

• Accessibility: Cloud-based services allow you to retrieve data and information wherever you are: home, work or play – as long as you have an internet connection
• Captivating: These services become a part of your daily life because they provide utility and convenience
• Convenience: The ability to access files, music and photos no matter where you are
• Content Generation: Users are able to create content wherever they are and in some cases in places they normally wouldn’t
• Inexpensive: The cost to utilize the cloud varies. The current cost structure is either free, based on a monthly subscription or by frequency of use
• Instant Computing Power: Every computer is limited to certain level of power, however with the cloud you can use someone else’s  computing power instantly without purchasing another hard drive
• Scalability: As you require additional space to conduct more work, the cloud allows you to readily increase resources
  
• Synchronization: My personal favorite benefit of the cloud, the ability to sync online and files on other computers
• Usefulness: This is the true strength that every brand should utilize. The cloud can support many different services that provide utility

The Cloud: Weaknesses

• Profit Margins: In a Wired article titled “Microsoft’s Ray Ozzie Sees Lower Margins From Cloud Computing,” Reuters explains that “Microsoft Corp’s chief software architect says the profit margins on providing online services — broadly known as cloud computing — would likely yield a lower profit margin than the company’s existing software business.” This obviously isn’t a disadvantage for consumers, but for companies, the margin from software is greater than cloud computing
• Reliability: The reliability of cloud computing can be an issue. If your internet connection goes down, you won’t have access to your most important files (e.g. Google doc or map)
• Speed: The efficiency of your infrastructure and internet connection will affect performance; and depending on the platform you are using, this may help or hinder performance
• Ubiquity: While the cloud-based service you use for your personal files are technically available all the time, anywhere; you may not always have access due to internet accessibility or connection speed

The Cloud and Branding

Understanding the advantages and disadvantages of the cloud allows brands to utilize the inherent drama of cloud technology to create innovative marketing solutions. In an ADWEEK article titled “Investing in the Cloud” Bob Greenberg, the chairman, CEO of R/GA, explains that “there is absolutely no reason why brands can’t get into this game. At its core, cloud-based marketing is powered by a simple idea: be useful to your customers and they in turn will be loyal to your brand. The cloud is a massive engine of technological utility, with myriad ways to be useful to customers.”  More specifically, the cloud allows brands to create marketing services that:

• Provide utility. Brands have the opportunity to augment current services or create new services that are useful in the daily lives of their customers, which could enhance their brand image and loyalty
• Create an engaging experience. These interactive services captivate customers
• Encourage content generation. As consumers continue to use these services, they are directly fueling the cloud-based service with new content as it is integrated into their daily lives
  
• Utilize a new medium. As Greenberg explains, “…by building cloud-based services, brands create instances of “owned” media. These media channels have reach, frequency and 100 percent relevance with the intended audience.”
• Decrease media budget. As Greenberg explains, “…the old investment model for advertising was based on roughly a 20/80 split: spend 20 percent of the budget conceiving and producing the idea, and 80 percent on media delivering the message. The cloud-based service model inverses this split: spend the lion’s share developing the technology and just a small amount on a bit of paid media to spark awareness. Beyond that, “earned” media takes over and consumers and PR channels spread awareness virally to drive further adoption.”
• Utilize a new financial model. Brands must continue to support advertising campaigns by investing in media otherwise results will be nonexistent. However, production for cloud-based services is inexpensive and continues to reach consumers frequently as they become dependent on these useful services to help navigate their lives. Over time, the cloud will decrease marketing costs

Below are case studies of brands that understand and embrace the cloud as part of their offerings as well as a few brands that just don’t understand the cloud.

Amazon Web Services (AWS)

One of the pioneers of cloud computing is Amazon. Cloud computing became a solution for Amazon when they were on a journey to discover something very different. In 1999, Amazon wanted to open its storefronts up to third-party selling, all in response to eBay. At the time, it seemed odd that Amazon would open the doors to third-parties, but in Jeff Bezos’ words, “If you’re trying to have not just every book but every out-of-print book, every indie-band CD, and every vinyl record, there’s no way you’re going to do it on your own. You have to open up.” The result was Amazon auctions, which later became the current Amazon Marketplace. But to make this idea a reality, they had to solve technical problems with speed, reliability and scalability to support these third-party storefronts on their databases and servers. This resulted in a new architecture with unexpected opportunities. As stated by Spencer Reiss in a Wired article titled “Cloud Computing. Available at Amazon.com Today,” Amazon’s next new business was “opening not just the store in the sky, but the very silicon and software that keeps it aloft.” Reiss further explains that:

“AWS capitalizes on Amazon’s combination of computational skills and operational savvy. It piggybacks on a multibillion-dollar IT infrastructure. And it pulls in a whole new category of customers looking for rock-solid scalable computing on demand — blue-chip startups like Zillow and PowerSet, kids in garages building the next Google, even adventurous corporate IT jocks looking to offload some of the drudgery.”

AWS is an example of a cloud computing platform (platform as a service – PaaS) and leverages all of the cloud’s advantages. What’s interesting about AWS is that it wasn’t created as a product, but as a byproduct from another idea. Regardless, Amazon successfully utilized the cloud to develop a cloud service that companies and individuals will utilize. Further, as Amazon continues to refine its service, the overall brand image will be augmented and hopefully brand loyalty will follow in other Amazon services. I think it will.

New York Times

Similar to how Google Books allows users to search full text from millions of books, the New York Times as digitized over 150 years worth of newspapers into searchable PDFs all of which are hosted on Amazon’s cloud servers. This is a great example of a brand facing pressure to remain relevant as emerging media changes the landscape. Again, providing useful information in a convenient manner and planning for future growth. FYI: Twitter and Justin.tv also utilize AWS to host data and information.

Google Docs

Google Docs provides every benefit that the cloud can offer, everything from convenience to scalability to synchronization. And actually, scalability will be even more evident with the future release of the GDrive, which will allow consumers to purchase additional space for their Gmail, Docs or Picasa photos. Search was the main service that Google provided, however they saw the opportunity in the clouds and beat Microsoft to claim the cloud-based word processing and spreadsheet market. While Microsoft’s cloud-based Microsoft Office Live Workspace is available, it was Google that really took advantage of the cloud. Of course hindsight is always 20/20, but the inherent problem with word processing and spreadsheet files was that you didn’t have one central version – the cloud made this possible. Google saw this opportunity and seized the moment.

Nike+

Nike+ is a perfect example of what brands can accomplish by utilizing the cloud to augment or create products/services that become a part of people’s lives and change it in a positive way. For those runners that have a Nike+iPod, upon completing a run, they can sync their iPods and upload their data to the Nike+ website. Here is where the beauty of the cloud works. Once runners visit the site, they can review a dashboard of recent runs, set goals and create challenges or training programs. And even sign-up for online and offline events, such as The Nike+ Human Race. All of this information is saved in the clouds and users have the ability to access it via the Nike+ application (i.e. website). The Nike+ sensor and chip may technically be the product Nike sells, however it is the service and experience they provide that makes this an amazing brand experience. On a personal note,  I have been using Nike+ for almost three years now and absolutely love it. Only a few months ago, shortly after Wired featured Nike+ on the cover for unleashing the power of personal metrics, Nike with the help of R/GA completely redesigned the Nike+ website. It’s beautiful. Usability has been enhanced. And social media tools have been integrated to help extend awareness of the product/service to a larger audience.

Fiat eco:Drive

Together, AKQA and Fiat created a Nike+ for Fiat vehicles called Fiat eco:Drive. Utilizing a USB drive, this technology tracks your driving technique and the online application than analyzes your driving style to help you improve how efficient you drive in order to use less fuel, which will reduce your CO2 emissions and save you money. Similar to Nike+, users can share their information with a community, called Ecoville. Again, it’s this cloud-based application that allows users to reference data and better understand how they can change their driving style to help the environment. Users do not save their information on their personal computers, but in the clouds. Very impressive.

Kodak Gallery

Similar to Flickr, Kodak provided a free online photo gallery service where users could save, print and share their photos. This business model was sustained on the hope that customers would at some point, opt-in for premium services to offset the free users, also known as the “freeium” model. However, Kodak Gallery decided to change their business model. In an AdAge article titled “This Cloud (Computing) Has No Silver Lining,” Matthew Knell explains that Kodak began requiring “users to make minimum purchases in order to subsidize the use of its websites and kill its “freemium” model. The new plans range from $4.99 to $19.99 per month. And if you don’t pay the fee or provide a minimum purchase by a given date? Your photos will be deleted.” This is a problem many online newspapers are experiencing right now. As newspapers continue to lose subscribers, many online versions of the newspapers (e.g. Wall Street Journal) are asking users to subscribe for premium online services. But even the Wall Street Journal still provides some free online services. Kodak essentially implemented a bait and switch tactic to lure customers in and quickly changed their business model. By changing their business model, Kodak ruined their brand image and may have ended the loyalty that many of the users had. While the cloud service that Kodak initially provided fulfilled the users’ expectations of accessibility, convenience and price – by changing their service, Kodak removed what may have been the most important benefit to its customers. Before brands develop cloud services, they must plan for the future. If you foresee that you may have to charge your users in the future, do so at the onset and provide a service that is worth the financial commitment.

Evernote

And now for the number one reason I love the cloud, data synchronization. There are many brands out there right now that are developing apps or services around this benefit: Apple MobileMe, Microsoft Live Mesh and Evernote. This technology allows users to sync files, folders and other data across multiple devises. Evernote’s tag is “Remember Everything” and this is completely true. Users are able to create content, sync it on their computer, mobile phone or online and then access it anywhere. I downloaded the Evernote app for my Palm Pre, but I have to wait until I purchase Leopard for my Mac.

The Great Race to Brand the Clouds

The cloud inherently provides many opportunities for brands to create innovative marketing solutions such as those listed above. To answer the question I posed earlier, what company will win? What brand will win the great race to brand the clouds? The answer is every brand that embraces the cloud and creates new services that are engaging and encourage content generation, and utilize a new medium that is cost effective. Lastly, as Bob Greenberg explains in an ADWEEK article titled “Investing in the Cloud” the cloud “is about the democratization of technology – and democracy is a good thing. Make sure your brand participates.” However, while it is a democracy, I believe a few brands make it a monarchy:

• Amazon branded the clouds as a platform (Platform as a Service – PaaS). Interesting note, Amazon was the first company to sell cloud computing as a service
• Google branded the clouds for utility applications. While Microsoft does have their full Office suite available online, Google made a bigger impact
• Nike+ branded the clouds for entertainment applications. As of yet, we have not seen anything as integrated into the lives of its users

Yes, this is a post about some client stuff, so there is your disclaimer. Leave now if you must

Thursday night several of my fellow M!ers  and I went to see O.A.R. at the first of two consecutive Boston (RED) Nights shows. Fun times, but we also came out to work in support of (RED).

OAR put on a good show, and we actually got quite a response from the crowd around the reason we were there- to help witness the latest in the (RED) Nights series. Predictably, some of the older people in the crowd shied away from putting their emails down for more info, while the throngs of teens among them were generally aware of (RED) and more than willing to engage with us.

Maybe more interesting was the general willingness from many people, of all ages (aside from a few resistant folks), to be sold to, in an entertainment environment where you might expect the many more interesting distractions would pull them away from it. Multiple people approached us throughout the night and simply said “sell me” or “tell me what you’re about” and stood by patiently while we gave our (RED) pitch. Of course, I don’t know if they were willing because they knew what (RED) was and just wanted more information, or would’ve heard any pitch that day. Either way, proved interesting to watch.

In the end, a good night for those of us manning the (RED) booth, and hey, we also got to see the show. Not too bad at all for a Thursday night.

A clever video composed of shape-shifting anagrams. Created by our very own copywriter intern, Sam.

Enjoy:

We like to see other people quit their jobs, mortgage their homes, work eighty hour weeks and leave their families behind in pursuit of a creative dream….

Kurt Squiers, creative director and owner of Squiers, LLC, a creative strategy and production company out of Raleigh/Durham, N.C., has always had a thing for AC/DC.

Now, he and cinematographer buddy Gregg Ferguson of Current Motion have taken a year sabbatical from work and other responsibilities to make a documentary about the cultural impact the band has had on fans far and wide – and to follow what may be the last tour.

For “Beyond the Thunder,” Squiers has interviewed a variety of cultural influencers from Pat Boone to the Wiggles, strippers to CEOs, A-list athletes to military heroes.  He’s talked with Dee Snider, Dweezil Zappa, Guns n Roses, Kathleen Edwards, Matt Kelly of the Dropkick Murphys, Scott Ian from Anthrax and many more.  Advertising folks include our own Gary Koepke; we used “Back in Black” for a GAP spot titled, “Angus” in 2001.

Other famous ads featuring AC/DC music: the Verizon spot starring an Angus Young look-alike in “You Shook Me All Night Long”; the Nike spot using “Rock n’ Roll Ain’t Noise Pollution; and another Gap ad featuring Audrey Hepburn and “Back in Black.” Mike Byrne of Anomaly (who was with Wieden & Kennedy during the Nike spot) and David Baldwin, ex-partner / creative director for McKinney Silver, and lead guitarist/vocalist of the band Pants (who won Adweek’s Battle of the Bands championship), also appear in the film.

Seems like the only people Squiers hasn’t talked to is the band itself, due to the difficulty of penetrating the powers that be.  After seven months of calling, emailing and delivering eye-opening packages requesting a single meeting with the band’s management, they’ve had zero response.

But like the dogged filmmakers they are, they keep trying.

Message to AC/DC management: How ‘bout it, boys?

You can see the trailer here.

And you can Tweet for the cause here.  That is, if you want to see a kickass rock n roll documentary in a theater near you, soon.

We salute you.

The way that text formatting and layout of pages on a website effects usability is a standard part of user experience thinking. In some cases, streamlining the content on a page, or moving a button around at a key conversion point, can mean millions of dollars in return. Shortly put, good web design emphasizes a visual hierarchy and fits the way people read digital text — because we don’t read, we scan. Web guy Jakob Nielsenhas written articles up the wazoo about how to design easy-to-scan web pages.

But does the same hold true for print advertising?

Future Now’s blog takes a look at legendary ad man David Ogilvy’s formula for print ads: 1) a picture with “story appeal,” 2) headline that supports the narrative, 3) supportive body copy with a lowered visual emphasis.

However old-timey this formula seems now, it still fits the way people read — scanning for quick hits, and then opting-in to details. Just check out this heat map, the hot-spots showing where people focus their visual attention over time, and how Ogilvy’s layout fits natural scanning.

While great creative and innovation always come from the gut, this still showcases some interesting principals about the way we consume information. Although one thing I wonder about is if we scan even more with digital than we do with print. Does the rapidity with which we move through content increases across channels? Do we spend even less time scanning through a mobile screen than a web page, and less with a web page than a print ad? My gut says “yes.” (And my gut also says that I want a Porsche. Oh gut, why can’t you think more frugal?)

Good but not all too surprising piece of latest research from our friends over at eMarketer. Interesting to note that branded websites are up there with recommendations from friends on the trust spectrum.

There will always be debates around what media is trusted best I suppose, but to me this just reinforces the fact that none of it can really hope to match what our personal networks suggest and recommend to us (obvious statement of the day).

Perhaps it’s another piece of fodder for an argument against seeking fame as the main goal of our industry. Or, as Gareth put it resisting fireworks for real connections.

If all we do is connect powerfully with a focused group of people with shared values and ideals, add truly interesting value to those personal networks, then to me that feels like success more so than big budget blasts that might gain you headlines but not really any lasting engagement or connections.

But curious to hear any thoughts, agreement/disagreement, insults…whatever you have.