Wednesday, September 2, 2009
ethereal story, pedestrian conclusion
it's so strange that a beautiful vision can transport you - take you out of your own reality into someone else's, transform your moment into a dream - and a bad tagline can send you crashing back down into reality.
the wrong words can turn the whole thing into an obvious cliche or a bad joke.
is anyone listening?
Monday, April 27, 2009
technorati
having trouble getting my blog on there. Technorati Profile
let's see if this works.
swap claim code
please excuse the technical malfuctions.
let's see if this works.
swap claim code
please excuse the technical malfuctions.
WHO CARES???
i spent this weekend up at columbia at an event called Muslim Leaders of Tomorrow.
apart from being floored by the sheer talent, credentials, education, skills and clout of the young muslims in the attendance - i was also blown away by what we learned.
our first lecture was by two PR companies (Fenton and Auburn communications, respectively) - who reminded us how to deal with the press effectively, how to become the go-to person for press outlets, how to keep control of an interview and how to make sure that what you're doing and saying is newsworthy.
which led perfectly into my second part - the op-ed project - we took part in an incredible program that attempts to level the field in policy-making and influence by increasing the number of women writing op-eds. currently, editorial writers are 90% white male. this is partly because only 1 in 10 op-ed submissions comes from a woman.
however, for me, the most interesting part of both programs was a question from catherine orenstein, one of the founders of the op-ed project:
do you understand your knowledge, experience and power in terms of its value to others?
in other words, why does what you want to say matter?
in other words, SO WHAT?
this is a question i tend to ask clients i am working for - and it usually gets them angry and irritated - but it is incredibly useful in getting them to appeal to their audiences more effectively.
think about your message. is it internal or designed for your target?
for instance, Google's mission - do not do evil - is internal. it's for the people inside google.
if your mission is "artistic excellence" - that's for you to strive for - not for audiences who want a story, an emotional connection, who want to be moved, distracted and entertained.
when you think about what you do - always ask yourself - WHO CARES?
not from the pov, that's "it's good for them" - because no one wants to take their medicine.
but how does what you do/create/communicate add positive value to someone's life in a way that he/she will seek you out?
how do you become the object of desire?
by asking yourself again and again the hard question - WHO CARES?
Technorati Profile
apart from being floored by the sheer talent, credentials, education, skills and clout of the young muslims in the attendance - i was also blown away by what we learned.
our first lecture was by two PR companies (Fenton and Auburn communications, respectively) - who reminded us how to deal with the press effectively, how to become the go-to person for press outlets, how to keep control of an interview and how to make sure that what you're doing and saying is newsworthy.
which led perfectly into my second part - the op-ed project - we took part in an incredible program that attempts to level the field in policy-making and influence by increasing the number of women writing op-eds. currently, editorial writers are 90% white male. this is partly because only 1 in 10 op-ed submissions comes from a woman.
however, for me, the most interesting part of both programs was a question from catherine orenstein, one of the founders of the op-ed project:
do you understand your knowledge, experience and power in terms of its value to others?
in other words, why does what you want to say matter?
in other words, SO WHAT?
this is a question i tend to ask clients i am working for - and it usually gets them angry and irritated - but it is incredibly useful in getting them to appeal to their audiences more effectively.
think about your message. is it internal or designed for your target?
for instance, Google's mission - do not do evil - is internal. it's for the people inside google.
if your mission is "artistic excellence" - that's for you to strive for - not for audiences who want a story, an emotional connection, who want to be moved, distracted and entertained.
when you think about what you do - always ask yourself - WHO CARES?
not from the pov, that's "it's good for them" - because no one wants to take their medicine.
but how does what you do/create/communicate add positive value to someone's life in a way that he/she will seek you out?
how do you become the object of desire?
by asking yourself again and again the hard question - WHO CARES?
Technorati Profile
Wednesday, April 22, 2009
Muslims for Peace!
Tuesday, April 21, 2009
in the beginning, there was the word
back when i was a freelance writer/copywriter, this biblical verse (john) was on my business card.
and the point is, the words matter.
quite often, ideas begin with the right words. finding them takes time.
and the wrong ones - or too many words - can kill an idea in its infancy.
i remember i did a job for japanese client and my agent called me all distressed, she said, the client said, why should i pay so much money for only three words?
i was laughing my head off.
let's think - how much would you pay for three seminal words like "just do it" or two like "think different"?
yes, the build-up to the nike line was brilliant. and now it's dogging them a bit.
and images matched with the apple ad really made a huge difference. but the words brought the brand front and center in people's minds.
so while i LOVE that elevator pitch thing from the harvard business school, the missing element is the word-finder.
because the choice of words make all the difference between predictable and inspiring.
if you're talking about something fun, you want the words to be bright, enthusiastic and punchy.
if you're talking about luxury or banks, you want the words to have weight, importance, history, a sense of responsibility and care.
fragrance and cosmetics? the words are generally sensual, indulgent, romantic - but they are also light and transparent - they inspire dreams.
fashion? they should be bold, unexpected and definitive. they should speak to the way the wearer identifies him/herself. unless it's a brand based on tradition or investment, fashion is playful and exciting, it's a chance to reinvent yourself.
art and dance? the words should dance or splash colors on the page, the thrill should come from the immediacy, the ability to move your emotions and touch your soul. (the right words might even cause stendhal syndrome!)
just been asked to work on an american fashion brand who wants to be playful fresh and, of course, american. and i had to ask for a lot more details.
because what's american? ernest hemingway or william faulkner? mark twain? hunter s. thompson? willa cather?
what's more american - tommy hilfiger, ralph lauren, donna karan, calvin klein - or is the gap? coach, cole haan, ann taylor, american apparel, kate spade?
we're in a recession. differentiation is more and more important. what separates all those pretty pictures on billboards and websites?
lucky me. otherwise the hbs elevator pitch tool would make me irrelevant.
the words are key.
and the point is, the words matter.
quite often, ideas begin with the right words. finding them takes time.
and the wrong ones - or too many words - can kill an idea in its infancy.
i remember i did a job for japanese client and my agent called me all distressed, she said, the client said, why should i pay so much money for only three words?
i was laughing my head off.
let's think - how much would you pay for three seminal words like "just do it" or two like "think different"?
yes, the build-up to the nike line was brilliant. and now it's dogging them a bit.
and images matched with the apple ad really made a huge difference. but the words brought the brand front and center in people's minds.
so while i LOVE that elevator pitch thing from the harvard business school, the missing element is the word-finder.
because the choice of words make all the difference between predictable and inspiring.
if you're talking about something fun, you want the words to be bright, enthusiastic and punchy.
if you're talking about luxury or banks, you want the words to have weight, importance, history, a sense of responsibility and care.
fragrance and cosmetics? the words are generally sensual, indulgent, romantic - but they are also light and transparent - they inspire dreams.
fashion? they should be bold, unexpected and definitive. they should speak to the way the wearer identifies him/herself. unless it's a brand based on tradition or investment, fashion is playful and exciting, it's a chance to reinvent yourself.
art and dance? the words should dance or splash colors on the page, the thrill should come from the immediacy, the ability to move your emotions and touch your soul. (the right words might even cause stendhal syndrome!)
just been asked to work on an american fashion brand who wants to be playful fresh and, of course, american. and i had to ask for a lot more details.
because what's american? ernest hemingway or william faulkner? mark twain? hunter s. thompson? willa cather?
what's more american - tommy hilfiger, ralph lauren, donna karan, calvin klein - or is the gap? coach, cole haan, ann taylor, american apparel, kate spade?
we're in a recession. differentiation is more and more important. what separates all those pretty pictures on billboards and websites?
lucky me. otherwise the hbs elevator pitch tool would make me irrelevant.
the words are key.
Saturday, April 18, 2009
let this be a lesson to you
this has to be one of the most brilliant tools out there.
get out your thesaurus and let the harvard business school help you:
http://www.alumni.hbs.edu/careers/pitch/
the idea is to take your pitch/your existing business/your idea and like twitter - edit it to the most salient, exciting points delivered with passion and faith -
oh yes, i could use that often myself. i LOVE adjectives.
just imagine if EVERYONE used this...
that said, a thesaurus is key because the word choices hbs gives you are so cliche and predictable, you will sound like a venerable old bank (and we know how much everyone adores banks these days) if you use them.
oh gosh, if people do this properly, i may soon be unnecessary!
get out your thesaurus and let the harvard business school help you:
http://www.alumni.hbs.edu/careers/pitch/
the idea is to take your pitch/your existing business/your idea and like twitter - edit it to the most salient, exciting points delivered with passion and faith -
oh yes, i could use that often myself. i LOVE adjectives.
just imagine if EVERYONE used this...
that said, a thesaurus is key because the word choices hbs gives you are so cliche and predictable, you will sound like a venerable old bank (and we know how much everyone adores banks these days) if you use them.
oh gosh, if people do this properly, i may soon be unnecessary!
Friday, April 17, 2009
come on, get happy
at least in the beauty/fashion industry, everyone is operating in panic mode.
people who don't have jobs are leaping and jumping every time someone calls them for something - even if they want to pay you in dreamsicles.
people who DO have jobs are having panic attacks, taking valium, doing yoga classes obsessively and not answering anyone unnecessary - whether it's on the phone, by email or seeing them in the street.
people spend days and days trying to make decisions.
and then they change their minds.
or the budgets get cut because someone else changed his mind.
or they get laid off because someone said it was the smart thing to do in this economy.
wandered around the shops on wednesday and noted that in henri bendel, bergdorf goodman and saks - the only people on the selling floors were salespeople. it felt like a mauseoleum.
no wonder no one wants to go to shops.
instead of retail therapy, they've become fear-inducing places trying to deplete your financial insulation against the onslaught of the economy.
we need to figure out a new way to sell stuff.
a fluttery silk-shift printed with enormous flowers and beading on the neck can still stop me dead in my tracks.
and those metallic high-heeled prada gladiators. the chanel black hightops. a cool, multicolored FLIP camera.
a bottle of hampton privet hedge fragrance.
i want them...
we just need to change how we buy. i don't want to buy in a suffocating, windowless edifice where everything feels artificial and manipulated.
i want fresh natural salespeople. i want to feel like i'm getting something customized for me, something special and original. maybe handmade.
i want daylight and air.
i want to feel like i've got my friends around.
and i want to feel like i'm paying a fair price and not mortgaging my kids' future - no bad plastic, no bottles that can't be recycled, no horrific chemical ingredients or treatments, nothing made by child labor or political prisoners.
come on,
we all need stuff.
you can't really get EVERYTHING at wholefoods.
the way to a man's heart might be through his stomach but a woman still falls for something pretty.
people who don't have jobs are leaping and jumping every time someone calls them for something - even if they want to pay you in dreamsicles.
people who DO have jobs are having panic attacks, taking valium, doing yoga classes obsessively and not answering anyone unnecessary - whether it's on the phone, by email or seeing them in the street.
people spend days and days trying to make decisions.
and then they change their minds.
or the budgets get cut because someone else changed his mind.
or they get laid off because someone said it was the smart thing to do in this economy.
wandered around the shops on wednesday and noted that in henri bendel, bergdorf goodman and saks - the only people on the selling floors were salespeople. it felt like a mauseoleum.
no wonder no one wants to go to shops.
instead of retail therapy, they've become fear-inducing places trying to deplete your financial insulation against the onslaught of the economy.
we need to figure out a new way to sell stuff.
a fluttery silk-shift printed with enormous flowers and beading on the neck can still stop me dead in my tracks.
and those metallic high-heeled prada gladiators. the chanel black hightops. a cool, multicolored FLIP camera.
a bottle of hampton privet hedge fragrance.
i want them...
we just need to change how we buy. i don't want to buy in a suffocating, windowless edifice where everything feels artificial and manipulated.
i want fresh natural salespeople. i want to feel like i'm getting something customized for me, something special and original. maybe handmade.
i want daylight and air.
i want to feel like i've got my friends around.
and i want to feel like i'm paying a fair price and not mortgaging my kids' future - no bad plastic, no bottles that can't be recycled, no horrific chemical ingredients or treatments, nothing made by child labor or political prisoners.
come on,
we all need stuff.
you can't really get EVERYTHING at wholefoods.
the way to a man's heart might be through his stomach but a woman still falls for something pretty.
Subscribe to:
Posts (Atom)
