Wednesday June 20, 2012

Apple’s attention to detail in the way they gently compel you to touch and connect emotionally with their products, is effortless and beautifully human.

“You might think that Apple positions all its notebook computers for aesthetic reasons. That’s partly true… But the main reason notebook computers screens are slightly angled is to encourage customers to adjust the screen to their ideal viewing angle—in other words, to touch the computer!

…Our brains love multisensory experiences. The more you engage your customers’ senses, the more likely it is that they will engage with your product on an emotional level and reward you with their loyalty.”

Read the full article by Carmine Gallo at here
How Apple Store Seduces You With the Tilt of Its Laptops – Forbes.

Monday June 4, 2012

A beautiful, soulful and uplifting hip hop  song  by Otropic T(h)ree on Shadow Records- late 90’s.


Thursday May 24, 2012

Agencyitis strikes again – this time with Cadbury Australia.

Cadbury were on a winner with the first two Saatchi & Saatchi TV commercials in their Joyville campaign.

Both these TVCs used ‘big band’, theatrical and wacky, JOYFUL music that is a great fit for the brand and  communicated the Joyville message perfectly.

The music makes you feel good, Cadbury makes you feel good. It works on a visceral and emotional level.

The music aligns with the UK/global campaign, and it would also work very well at the point of purchase. Cadbury were well on the way to building a powerful brand asset with this music, and establishing a strong, recognisable and believable sonic brand identity.

Cadbury switched the creative to Publicis Mojo for their 3rd  TVC which uses a radically different musical accompaniment: “Pump Up The Volume”.

See the Publicis Mojo TVC here

“Pump Up The Volume” does not fit or support the current visual, experiential and brand strategy of the Joyville campaign. In fact, it undermines the Joyville message and confuses the audience. It’s just not joyous.

This change in musical direction throws powerful brand collateral and money down the drain.

Music is not something to be toyed with.

Unless there is a clear strategic rationale- agencies should not mess with their client’s sonic brand.