lead/marke | ralf schwartz

Marketing Lacks the Start-Up Gene!

2012-05-23T09:35:18+02:00

Our @wiwo-column just went online:

"Ein Marketing mit erdrückendem Korsett aus starren Strukturen, Prozessen und Ritualen passt nicht mehr in die heutige Zeit.

Das Marketing benötigt das 'Start-up-Gen', um zu neuem Leben zu erwachen."

Please read the full post at Wirtschaftswoche.

Steve Blank: 9 Deadliest Startup Sins

2012-05-18T18:37:38+02:00

"1. Assuming you know what the customer wants

2. The “I know what features to build” flaw

3. Focusing on the launch date

4. Emphasizing execution instead of testing, learning, and iteration

5. Writing a business plan that doesn’t allow for trial and error

6. Confusing traditional job titles with a startup’s needs

7. Executing on a sales and marketing plan

8. Prematurely scaling your company based on a presumption of success

9. Management by crisis, which leads to a death spiral"

Please read the full post with all the detailed explanations here.

Dear Adv/Marketing Pros, please stay realistic about Social Media Usage

2012-05-15T11:52:51+02:00

"Those who work in advertising often wonder if they live in a sort of bubble. You wonder, are civilians as active on social media and as inclined to pay attention to what brands are doing on Twitter, and is the rest of the world as preoccupied with that award-winning ad campaign that industry types can’t stop talking about?

The unsurprising answer is no, according to a study commissioned by San Francisco-based advertising agency Heat ..."

Via.

Here are the results in a neat infographic. Have a look at the numbers BEFORE you plan your next 'big thing'.

And please have a look at the bottom comparison, too: Office Holiday Parties. Enjoy!

Click for a larger view. Via.

Video: Handcrafting the Hermès Leica

2012-05-14T11:51:21+02:00

"It will cost an eye-watering $25,000 - and this video goes some way to explaining that price." - Via gizmodo.

Got an Idea? Take it to Kickstarter!

2012-05-10T13:02:01+02:00

Yes, you know Kickstarter. But did you imagine how potent it may be to 'kickstart' your ideas, innovation, start-up?

"This wristwatch for geeks project asked for 100k US$ in funding. They have passed 10 Million US$ now! And its still 8 days to go. Incredible!" - Via Markus Breuer.

Have a close look at the above Kickstarter project:
Pebble: E-Paper Watch for iPhone and Android.

Finally: Twitter Goes Analog with Shitter

2012-05-07T11:19:17+02:00

This is what the world has been waiting for ;)

"Shitter will take one or more feeds from your Twitter account and turn it into four rolls of toilet paper, delivered straight to your door."

Quote and jpgs via getshitter.

No, I didn't log in to learn more or get prices. Please feel free.

Might this be engaging for your brand? Doubt it.
But what about all those worldwide toilet paper brands?

Why didn't they come up with that idea? They have issues with tabooing the product. They could have created some buzz. Could have made it easier to talk about the product. Get a more modern, cool image for the brand ... or? Connect the virtual and real world via a funny and viral bridge, I suppose.

Apple and Samsung: 99%(!) Share of Total Phone Market Profits

2012-05-04T13:25:42+02:00

"Of the vendors tracked (public companies who report mobile phone divisional performance), Apple obtained 73% of operating profits, Samsung 26% and HTC 1%".

All quotes and jpg via asymco.

Again it is about disruption:

"So if the industry is booming but the majority of participants in the industry are loss making (and surprisingly so) then what is going on?

There are two answers: new market disruption and low end disruption".

The Evolution of the Lego Logo

2012-05-02T10:39:08+02:00

Via jay mug.

Great brands and Logos stay ahead of their time by intuitively concentrating on their inner core.

Any interest in Pinterest? Ask yourself these fine questions

2012-04-26T11:43:18+02:00

I just wrote in our weekly column at German business magazine Wirtschaftswoche that Pinterest - or facebook, twitter, television - is not the solution, but just a medium, and marketeers should not fall for their agencies like in 'the emperor's new clothes'.

Here are a few questions you should ask yourself, in case you think about engaging in Pinterest - by Becky Lang from Zeus Jones.

"The point is, sometimes forcing your brand onto Pinterest can backfire. Pinterest is a place for creativity and idealism, not necessarily for all products everywhere. Here are a couple questions to ask yourself before going there with your marketing.

1. Does your product fit with the mood of Pinterest?
...

2. Do you respect Pinterest and its users?
...

3. Do you create media that might otherwise end up on Pinterest?
...

4. Is this just another house for your TV campaign?
..."

Please read her full post.

And have a look at my Visit Pinterest after reading this Post, to understand what Pinterest is desperately missing.

Addendum

Via thisisnthappyness.

Wow - Phones and tablets as 'Spatially aware Devices' [video]

2012-04-25T10:23:42+02:00

Read the full post by Ishac Bertran here.