Many of us have had that unsettling moment when, working off the computer, we habitually and almost involuntarily gesture for the keyboard to UNDO something. The profound frequency with which we use the shortcut Command-Z leads our minds to believe we can undo actions in real-time, followed by that sinking feeling that you must physically restore to a previous state, moving things around or erasing things in the hopes you can closely replicate what you had before.
The Law of Exclusivity states that two companies cannot both own the same word in the prospect’s mind. This is just one of many nuggets of advice found in The 22 Immutable Laws of Marketing, by Al and Laura Ries that have guided marketers for over a decade. Even today, the Law of Exclusivity is one of the most powerful concepts in marketing.
Yesterday’s events in Boston were tragic: two explosions at the Boston Marathon killed three people, injured over 150 victims and wounded a nation. In this time of uncertainty, grief and crisis, we reach out to each other for solace in one of the most popular ways we know how – Facebook.
The way we interact and engage with brands has changed immensely over the last decade. Brands are no longer simply colorful logos and catchy taglines, but are interactive experiences woven into the pattern of our lives, often in ways we are barely conscious of. Consumers have almost unlimited choices, and many brands now operate in ‘a sea of sameness’.
Our friends at Autodesk, the leading maker of 3D modeling and design software, recently unveiled a new logo and suite of products as part of a company-wide rebrand. According to reports, the design system was created entirely in-house by Autodesk’s design team as a move to expand its consumer offerings toward cloud- and mobile-centred platforms in Asia.
The Associated Press reports today that Virgin America was the best-performing airline in its 2012 survey. The survey included both hard factors (did we leave on time, did my luggage show up) as well as soft factors (do you care whether I missed my connection?). All the more of an accolade given that Virgin America was first known for its unexpected glitches in its novel use of technology in the cabin.
And who came in dead last?
Good summary this week from Time magazine on why the technology industry leans towards quantifiable data, via Evgeny Morozov’s new book, To Save Everything, Click Here. Quantifiable data can be gathered, stored, analyzed, and presented (and each of those stages can be monetized). That’s why digital, with its now-familiar cadence of clicks and CPCs, is so amenable to metrics, as compared to print and other media, where there are no clear measurements of return other than sales. But the concern is, am I broadcasting my data to the world?
The facts and the science are there: clean energy isn’t an option, it’s essential to our future. What’s more, there has been a sea change in the perception of renewables from a niche component of the energy mix to a mainstream solution. This has created big opportunities for companies that make non-carbon energy production and consumption possible, from traditional solar and wind generation to fuel cell storage and clean power conversion.