“Kung hindi kayo masaya – layas!”

2013/06/20

Kumakalat sa internet ang diumano’y talumpati ng lider ng Austraia – isang babae.

Mukhang napuno na sa maraming reklamador, kaya sa talumpati’y galit na giniit ni Australian Prime Minister Julia Gilard na ang mga immigrants sa bansa ang dapat makibagay at mag-adjust sa pamamaraan ng buhay sa Australia – hindi ang mga Australian.

Pinaliwanag niya na “Ingles ang pananalita rito – hindi Kastila, Lebanese, Arabic, Chinese, Japanese, Russian o iba pang wika. Kung gusto niyong maging bahagi ng aming lipunan, mag-aral kayo ng Ingles”

julia

Dagdag pang sinabi, “Karamihan ng mga Australian ay naniniwala sa Diyos.

Pagka’t ang bansang ito’y tinatag ng mga Kristiyano, wala kaming nakikitang masama kung ang aming paniniwala ay umabot sa mga paaralan.

Kung nao-offend kayo sa Diyos, mas mainam na maghanap kayo ng matitirhan sa ibang bahagi ng mundo pagka’t ang Diyos ay bahagi ng aming kultura.

Tanggap namin ang inyong paniniwala at hindi ito kwe-kwestyunin.
Kung hindi kayo masaya rito, umalis na lang kayo.

Hindi namin kayong pinilit na tumungo rito. Kaya tanggapin niyo ang bansang inyong pinili.”

Yan ang lider!

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Libu-libo ang naperwisyo nang umulan at biglang nagbaha noong Lunes.

May inabot ng limang oras bago makarating sa Cubao – mula sa Makati.

Makati hanggang Cubao - limang oras!

Makati hanggang Cubao – limang oras!

Ang perwisyo ay dala ng mga dating dahilan: mga repair work sa kalye (na di kailanman matapos-tapos habang hindi pa tag-ulan), basurang di nakokolekta, basurang walang tigil na tinatapon sa mga estero at waterways ng Metro Manila.

Nadagdagan pa. Balita’y sadyang binara ng mga “tulak boys” ang ilang lagusan ng tubig-ulan para tibang-tiba ang kanilang kalakal – ang pagtulak ng mga sasakyang tumititirk sa baha.

Mga buwiset!

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Inanunsyo ni DILG Sec Mar Roxas na ang pamahalaan ay bibili ng 2,500 patrol cars para bumilis at maging mas epektibo ang Philippine National Police sa laban sa krimen.

"Bulto-bulto ang pagbili ng police cars - hindi tingi..."

“Bulto-bulto ang pagbili ng police cars – hindi tingi…”

Pinulong ni Roxas ang mga opisyales ng ilang mga car manufacturers, kabilang na ang Mitsubishi, Honda, Toyota, Kia, at BMW at ipinahiwatig na may nakalaang budget na P2.08 bilyon para sa mga sasakyan – at ang pagbili ay bulto-bulto, hindi “tingi”.

Wag lang sanang malimutang maglaan ng budget para sa gasolina… kundi’y magsisilbi lang “props” ang mga sasakyang ito sa labas ng mga presinto.

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Huling hirit.

Ernie: Ano sa inggles ang Maswerte akong lalaki?
Angel: Lucky Me with Egg.

Ernie: Eh iyong matronang barat?
Angel: Payless instant Mommy?

About these ads

What I Learned from David Ogilvy

2013/06/14

“He is 38, and unemployed. He dropped out of college.
He has been a cook, a salesman, a diplomatist and a farmer.
He knows nothing about marketing and had never written any copy.
He professes to be interested in advertising as a career (at the age of 38!) and is ready to go to work for $5,000 a year.

I doubt if any American agency will hire him.

However, a London agency did hire him. Three years later he became the most famous copywriter in the world, and in due course built the tenth biggest agency in the world.

The moral: it sometimes pays an agency to be imaginative and unorthodox in hiring.”

Probably, the world's greatest copy writer... David Ogilvy never fails to inspire

Probably, the world’s greatest copy writer… David Ogilvy never compromised on his craft. Ever.                                 

 

In my quest to be a copy writer that never fails to surprise and delight, these words from David Ogilvy have ruthlessly guided me:

1) “I don’t know the rules of grammar … If you’re trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think. We try to write in the vernacular.” 

2) “It has been found that the less an advertisement looks like an advertisement and the more it looks like an editorial, the more readers stop, look, and read.”

3) “Never write an advertisement which you wouldn’t want your family to read. You wouldn’t tell lies to your own wife. Don’t tell them to mine.” 

4) “Do not address your readers as though they were gathered together in a stadium. When people read your copy, they are alone. Pretend you are writing to each of them a letter on behalf of your client.” 

5) “Consumers [decide] to buy or not to buy [based on] the content of your advertising, not its form.” 

6) “On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.” 

7) “The best ideas come as jokes. Make your thinking as funny as possible.” 

8) “Good copy can’t be written with tongue in cheek, written just for a living. You’ve got to believe in the product.” 

9) “Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.” 

10) “Never stop testing, and your advertising will never stop improving.” 

11) “Why should a manufacturer bet his money, perhaps the future of his company, on your instinct?” 

12) “Hire people who are better than you are, then leave them to get on with it. Look for people who will aim for the remarkable, who will not settle for the routine.” 

13) “Training should not be confined to trainees. It should be a continuous process, and should include the entire professional staff of the agency. The more our people learn, the more useful they can be to our clients.”

14) “If you always hire people who are smaller than you are, we shall become a company of dwarfs. If, on the other hand, you always hire people who are bigger than you are, we shall become a company of giants.”  

15) “Don’t bunt. Aim out of the ball park. Aim for the company of immortals.”

Ang ni-rape… ang pinarusahan?

2013/06/13

Sa Maldives – isang bansa sa Indian Ocean – medyo bulok ang sistema ng hustisya.

May isang 15-anyos na dalaga na ginahasa sa loob ng maraming taon ng kinakasamang lalaki ng kaniyang nanay.

Pinatay pa ng lalaki ang sanggol ng dalaga nang ito ay nabuntis.

Nang ito’y madiskubre ng mga awtoridad, nilabas ng gobyerno ang kautusan na agad dapat parusahan – ang dalaga.

Korek. Ang biktima ng rape pa ang hinatulan ng korte na siyang mananagot para sa krimeng “sex outside marriage”.

Ang parusa: paglatigo ng 100 beses – saksi ang publiko .

maldives flogging

Kumalat ang balitang ito sa buong mundo na hindi kinatuwa ng marami. Binaha ng protesta si Maldives President  Mohammed Waheed Hassan kaya napilitang ipawalang bisa ang hatol ng korte.

Pero wala pa ring happy ending sa kuwentong ito pagka’t – sa Maldives – tuloy pa rin ang parusang paglatigo ng mga kababaihan at kabataan – kabilang na ang mga biktima ng rape at pag-aabusong sexual.

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Nagpaalam na si Ping Lacson sa kaniyang mga kasamahan sa Senado kung saan kakatapos lang ng kaniyang huling termino bilang Senador.

Pero umaasa ang marami ng hindi tuluyang mag-reretiro ang senador na dati ring nagsilbi bliang isang “no-nonsense” PNP chief.

Nang tanungin tungkol sa kaniyang mga plano, inamin ni Sen. Ping na nais niyang mamuno sa isang grupong epektibong magpapatibay sa anti-corruption drive ng gobyerno.

ping

Kakarerin ang labanan ang corrupt?

Balita’y nag-usap na ang Pangulo at si Senador Ping pero hindi pa klaro ang ilang mga detalye tungkol sa posisyon at kung papaano ito isatutupad.

Sana nama’y hindi mapunta sa isang “study group” sa Malacanang ang mga plano para sa patuloy na pagsilbi sa taong bayan ng isang Ping Lacson.

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Sa isang bansang tulad ng Piliinas na laging binibisita ng bagyo at tinatamaan ng mga sakunang dala ng kalikasan, mahalaga ang Pagasa (Philippine Atmospheric, Geophysical and Astronomical Services Administration).

Magnet ang Pinas sa perwisyong dala ng tampo ng kalikasan

Magnet ang Pinas sa perwisyong dala ng tampo ng kalikasan

Ang problema: napapabayaan ang hindi glamorosong ahensiyang ito.

Kapos sa budget… tiyane magpasahod kaya ang magagaling nating weather forecasters ay kay daling nasusulot sa ibang bansa.

Kahit ang administrator ng Pagasa si Nathaniel Servando ay nagpasyang mag-leave ng tatlong buwan (na pinadagdagan pa ng dalawang buwan).

Akala ng mga kasamahan ay magpapahinga lang si Servando habang inaasikaso ang maliit nitong sari-sari store sa kaniyang tahanan.

Huling balita’y nagtuturo siya sa isang unibersidad sa Dubai.

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Huling hirit.

Teacher:  Angel, sagutin mo ang tanong ko – kung meron akong 5 anak sa unang asawa at 6 sa pangalawang asawa, mayroon akong…?

Angel:  Ma’am, meron kayong taglay na kalandian.

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Huling huli na.

Idineklara ng isang kandidato (na garapal na nag-vote buying sa halagang P6,000 bawat tanga) na maliit lang ang ginastos niya – hindi pa raw umabot ng P300,000.

kulang

The only time it’s satisfying… to come first

2013/06/12
First-600x958

7 Trailblazing Brands That Won By Being First (by Rachel Sprung)

There are plenty of good brands, smart business owners, and savvy marketers that are both risk-averse and successful. They follow trends, do their research, and identify good opportunities to capitalize on.

Then there are the trailblazers. The ones that identify trends before mainstream adoption, or heck, just create the trends themselves. The result? They’re more than just successful. They redefine their industry — sometimes even national or international discourse — and of course, make a pretty penny from their foresight.

These are the brands we’re concerning ourselves with today. The ones that were the first in their industry to take a leap of some sort — be it with marketing techniques, messaging, product, or branding — and for lack of a better word, “won” because of it. Let’s take a look at who some of these brands are, and maybe get a little bit of inspiration for ourselves to take some leaps of our own.

DeBeers

Believe it or not, diamonds were not always associated with love. In the late 30s expensive diamonds weren’t popular in the United States — not surprising, considering the economy. They were sold in Europe, but not as engagement rings. And when the United States did sell diamonds as engagement rings, they were smaller and of poor quality.

DeBeers decided to change all this. They launched an ad campaign designed to convince men that the size of a diamond in an engagement ring showed how much they loved their fiancé. They also showed movie stars wearing lavish, expensive diamonds in new movies, further convincing America that diamonds demonstrated love. Finally, in 1947, DeBeers coined the phrase, “A diamond is forever.” The sale of diamonds in the United States increased by 55%.

debeers-1

To this date, the slogan “a diamond is forever” still lives on and is, at this point, just a part of popular culture. (Any James Bond fans out there?) DeBeers’ campaign to convince America to associate diamonds with love and engagement also lives on, as we still see the emphasis on larger diamonds on engagement rings — just the first step in an ever-burgeoning wedding industry. The campaign may have been decades ago, but DeBeers’ impact is still seen in advertising for diamonds today, and the attitude toward diamonds today.

LinkedIn

In the early 2000s, social networks were just starting out. There was SixDegrees.com and Friendster, but the peak of social networking was definitely still far off. LinkedIn had some foresight, though, and created a new platform that took a different spin on social networking. Instead of keeping in touch with friends for social reasons, LinkedIn created the first platform for professional networking online.

Since then, LinkedIn’s growth has skyrocketed. They reported 100 million members in March 2011 and 200 million members as of January 2013. More and more people looking for a job or trying to stay in touch with their hundreds of professional connections are turning to LinkedIn as the best place to do that.

Because they hopped onto the idea of social networking early — but gave it their own spin with the networking angle — they are now to go-to place in their space. And their growth rate is unlike any other social network. There is not another social network that is currently doing what LinkedIn has done at the same growth rate.

PayPal

Can you imagine a time when you couldn’t transfer money online? You might think that always existed — you can just do it through your bank, right? Actually, it wasn’t always possible … until PayPal thought of it, and figured out how to make it happen.

In 1998, the PayPal founders were creating a different company — transferring money between Palm Pilots and other PDA devices. But in 1999 when they were transferring venture funding through their Palm Pilot, they thought of the idea to transfer money by email. In October 1999, the PayPal we know and love was born. Five months later, there were 1 million users on PayPal. Today, there are more than 128 million active accounts in 193 markets and 25 currencies around the world. Five million of those accounts were added just in the first quarter of 2013.

Besides the fact that millions of people were on the platform within months of its creation, PayPal is now linked to most online shopping carts. Ever buy something online and notice that you can check out by paying with either your credit card, or with PayPal? That shows ubiquitous PayPal’s product is. They were on the forefront of this crazy idea that you can use the internet to, you know, pay for things. And that was before Amazon or online shopping took ahold of our hearts, too. They didn’t just create an idea — they created a new way of life.

Amazon

Speaking of Amazon … ;-)

When Amazon was first created in 1994, people didn’t think much of it. Why would you need to sell books online when you could just buy them at Barnes & Noble? While brick-and-mortar bookstores watched the internet gain popularity without much adjustment to their business model, Amazon took a look at it and decided to capitalize on what they predicted would be the new trends and new buying processes.

What separated Amazon from many other similar companies was seeing an opportunity in online retail, and seizing it. They started with books, and after two months were selling $20,000 per week. They quickly learned to think bigger than books, and within a few years, Amazon would sell anything that you can think of (or as their logo shows, anything from A to Z).

Amazon did it right. They have the reviews. They have the good prices. They have the fast delivery. They have the selection. By being the first in the industry, Amazon was able to win big by becoming the leader in the online space — they set the precedent for other online retailers. Heck, it’s even standard practice for shoppers to compare prices on Amazon before completing a purchase — whether in-store or on another site. Few other online platforms have that level of trust from their audience.

Dove

In 2004, Dove, a personal hygiene brand owned by Unilever, announced a campaign promoting the real beauty of women. The purpose of the campaign was to highlight women who, though they did not fit into the model stereotype, as equally as beautiful. In 2005, Dove gained a ton of recognition through their campaign in which they chose six “regular” women to be the models promoting their products, and highlighted them quote prominently. This campaign was an example of a beauty company, finally, addressing who their actual buyer persona is.

dove-real-beautyMarketers and advertisers have known for decades that the women they feature in their ads aren’t reflective of most of their target demographic — particularly those in the beauty and fashion industries. So why won’t they use women that are more reflective of their audience?

Because they’re selling the dream — or what they assume women’s dreams are, I suppose. Dove decided to take a risk and say “no” to the traditional advertising methods, casting women more reflective of the people who will actually buy their products. And guess what? It didn’t backfire. In fact, it actually worked. This campaign has lived on and continues to be new and innovative. Just this year, Dove continued their campaign with their Real Beauty sketches video. The idea behind the campaign has continued to be so successful that they can recreate it every few years in a new light.

Nintendo’s Wii

Before 2006, video game consoles were mostly the same. You had Nintendo, Xbox, and PlayStation, all fighting for the title but all mostly producing the same product. However, in 2006 Nintendo announced the Wii, a first revolutionary turn in video games that allowed you to use body movements to play the game instead of the typical handheld consoles. In a great twist of fate (if you’re Nintendo), they launched their Wii around the same time as PlayStation launched their PlayStation 3 console, allowing us to easily see the new leader in the industry.

By the end of the season, it was clear who was the new winner in the industry. Nintendo had demand to stock the stores with over 4 million devices while PlayStation was only stocking shelves with 1 million devices. By the end of 2012, the winner was even more clear with PlayStation 3 reaching 70 million products sold while Nintendo had sold 97.18 million.

How did this all happen? In 2006, the current market for video games was in a red ocean. All the leaders in the space were doing similar things. Nintendo did something extraordinary and moved into a blue ocean, doing something people had never seen before. Both current video gamers and people who did not play video games were now interested in the system because it integrated a person’s movements directly into the game — it was just so natural, anyone could play it. Nintendo quickly became the clear winner for moving the industry in a different direction, and creating a new experience.

Apple’s iPhone

The first company to revolutionize the mobile phone industry with the creation on a smartphone was not Apple. It was Blackberry. Remember the BBMs you used to send other people with Blackberries? Or the first time you got notified of an email when you were on the go and not sitting at your computer? Yeah, they were the first to create push-notifications for email.

When someone thinks of a smartphone now, they certainly don’t think of a Blackberry.

When Apple decided to enter the mobile phone industry, they wanted to do something revolutionary. They didn’t think of the capabilities of phones — they decided to rethink the way people live and work. They thought one step ahead of what the customer wanted, without even hearing directly from the customer what they wanted — mostly because the customer only thought of phones in the way they understood phones to be at that point in time.

According to Steve Jobs’ biography, when Jobs announced the iPhone at Macworld in January 2007, he said, “Today we’re introducing three revolutionary products of this class. The first is a widescreen iPod with touch controls. The second is a revolutionary mobile phone. And the third is a breakthrough internet communications device. Are you getting it? These are not three separate devices, this is one device, and we are calling it iPhone.”

People were surprised because at the time, most cell phones had maybe a camera … but notthat many features. For instance, this new product had a touch screen that was the first of its kind. Nowadays, can you think of a phone that doesn’t have a touch screen? Steve Jobs always stayed one step ahead of the customer, surprising and delighting them.

Currently iPhones don’t have the largest market share of the mobile industry, yet they are still looked upon as the leader. How can that be? When new features are released on smart phones, it is typically Apple coining the feature, and other phones replicating it. Just think of the touchs creen, or the integration of apps. When someone is looking for the intuitive, easy to use phone that needs little to no explanation, they are still turning to Apple.

Sir Elton fondly remembers Freddie Mercury

2013/06/08

elton-and-freddie

Freddie didn’t announce publicly that he had AIDS until the day before he died in 1991. Although he was flamboyant onstage — an electric front man on par with Bowie and Jagger — he was an intensely private man offstage. But Freddie told me he had AIDS soon after he was diagnosed in 1987. I was devastated. I’d seen what the disease had done to so many of my other friends. I knew exactly what it was going to do to Freddie. As did he. He knew death, agonizing death, was coming. But Freddie was incredibly courageous. He kept up appearances, he kept performing with Queen, and he kept being the funny, outrageous, and profoundly generous person he had always been.

As Freddie deteriorated in the late 1980s and early ’90s, it was almost too much to bear. It broke my heart to see this absolute light unto the world ravaged by AIDS. By the end, his body was covered with Kaposi’s sarcoma lesions. He was almost blind. He was too weak to even stand.

By all rights, Freddie should have spent those final days concerned only with his own comfort. But that wasn’t who he was. He truly lived for others. Freddie had passed on November 24, 1991, and weeks after the funeral, I was still grieving. On Christmas Day, I learned that Freddie had left me one final testament to his selflessness. I was moping about when a friend unexpectedly showed up at my door and handed me something wrapped in a pillowcase. I opened it up, and inside was a painting by one of my favorite artists, the British painter Henry Scott Tuke. And there was a note from Freddie. Years before, Freddie and I had developed pet names for each other, our drag-queen alter egos. I was Sharon, and he was Melina. Freddie’s note read, “Dear Sharon, thought you’d like this. Love, Melina. Happy Christmas.”

I was overcome, forty-four years old at the time, crying like a child. Here was this beautiful man, dying from AIDS, and in his final days, he had somehow managed to find me a lovely Christmas present. As sad as that moment was, it’s often the one I think about when I remember Freddie, because it captures the character of the man. In death, he reminded me of what made him so special in life.” – Elton John

(Excerpts from the book Love is the Cure)

Kapakanan ng eroplano – inuna?

2013/06/06

Dumulas at sumadsad sa putik ang isang Airbus ng Cebu Pacific sa Davao International Airport noong Hunyo 2.

(Photo by Inquirer.net)

(Photo by Inquirer.net)

Agad giniit ni Lance Gokongwei, President/CEO ng Cebu Pacific, na ito ay hindi “emergency situation” na saliwa naman sa kuwento ng ilang mga namumutlang pasahero. (Kuwento ng isang pasahero.)

Sino ang papaniwalaan?

Sino ang paniniwalaan?

Sabi ng mga nakapanayam ng media na kanilang akala’y katapusan na nila. Nang tumigil ang eroplano, walang man lang narinig na anunsyo o babala kung ano na ang dapat gawin. Inabot ng halos 20 minuto bago nakalisan ang mga pasahero sa eroplano – labag sa patakaran na dapat ma-”evacuate” ang mga pasahero sa loob ng tatlong minuto.

Laking perwisyo ang dinulot ng nasirang eroplano: higit sa 40 flights ang kinansela o re-routed, daan-daang pasahero ang naabala at maraming negosyo ang tinamaan ng pagkalugi na tinatantsang aabot ng halos P250 milyon.

Barado kasi ng dalawang araw ang runway at ayaw naman pagalaw ng Cebu Pacific ang nasirang eroplano pagka’t baka manganib ang insurance na hahabulin nila.

Si Davao Mayor Sara Duterte ay galit na galit sa sobrang perwisyo na nagbanta siyang papatulong sa PAL na wasakin ang eroplano o tatawagin ang lahat ng junk dealers at akyat bahay ng Davao para talupan ito.

Pinaka “bad trip” sa marami ay ang pinakitang kilos ng mga taga Cebu Pacific. Pati ang may-ari ng airline – imbes na kumustahin ang mga pasahero – ang unang inatupag ay ang lumpong eroplano na may halagang $40-M.

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Tsinoys vs Tisoys – tuloy ang away. Tapos ng napakaraming taon, mukhang desidido na ang gobyerno na sa Trinoma – at hindi sa SM North Edsa – itatayo ang istasyong sentral na parehong gagamitin ng LRT 1&2 at MRT 3, pati na rin ang binabalak na MRT 7.

trinoma

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Hindi na hinintay ni Senate President Enrile na maglabasan ang mga hudas na senador na siyang maglalaglag sa kaniya –  agad siyang nagbitiw bilang Senate President. Ang desisyon niya ay kaniyang inihayag sa isang privilege speech kung saan tinira na rin niya ang mga (sa isip niya) nagtaksil at siya ring dahilan na natalo ang anak niyang si Jack nang tumakbo ito sa pagka senador.

JPE

Pakiwari ng marami na si Sen. Drilon ang papalit kay JPE

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Hula who. Natsugi ang isang variety TV show at isa raw sa mga dahilan ay ang mag-asawang kabilang sa mga host nito. Ang lalaki’y sumubok lumundag sa ibang network pero hindi kinagat ang mga hiling niya. Package deal kaya?

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Huling hirit.

ERNIE: Pare, noong mayaman pa kami, nagkakamay kaming kumain. Ngayong mahirap na kami, nakakutsara na.

ANGEL: Baligtad yata?

ERNIE: Mahirap kamayin ang lugaw, pare!

Lessons from Steve Jobs

2013/06/04

Steve Jobs was the greatest marketer ever.  

Here are 10 marketing lessons you can learn from him.

steveJ

1) Find good mentors.

Jobs may have been a genius, but he was also smart enough to find people he could learn from. One of his first tutors was Regis McKenna, a legendary Silicon Valley marketer. Jobs sought him out even while Apple was still just a two-man operation in a garage. McKenna helped Jobs bring on Mike Markkula as Apple’s first angel investor and marketing guru. Markkula was an engineer by training but had worked in marketing at Intel. He joined Apple as an employee (for a time he was CEO) and created a set of founding marketing principles to which Apple still adheres today, 35 years later.

Later, Jobs befriended advertising expert Lee Clow of TBWA\Chiat\Day, who created Apple’s famous 1984 commercial and “Think Different” campaign. Clow became a lifelong advisor and friend to Jobs. Lesson: No matter how good you are, learn how to spot people who know more than you do, and then listen to them.

2) Make a great product.

What Steve did that few marketers understand is that he first created a great product. It’s hard to market crap. Most marketers take whatever crap is thrown at them and put lipstick on the pig. Steve’s ‘secret’ was to control the product and the marketing, not just the marketing.

3) Stand for something.

When The Apple Computer Company launched in 1977, Jobs and Markkula outlined three core company principles. First, Apple would empathize with customers. Second, Apple would focus on doing a few things really well. Third, Apple would impute its values (simplicity, high quality) across everything it did — not just within the products themselves, but also through the packaging of products, the look of its stores, and even the way Apple created press releases.

Jobs did a remarkable thing at Apple by insisting on a consistency of design and taste across everything Apple did. Think that’s easy? Look at your company’s website. Do all the sections look like they were made by the same invisible hand? Or does the site look like a digital Frankenstein monster, with different sections cobbled together that all bear the look and feel of whoever happened to make those pages when that part of the site was built? And even if your website looks consistent, does it mesh with your press releases? With your storefront? Your trucks? Your product packaging? That unity is exactly what Jobs pulled off.

4) Spend money.

Jobs was a natural showman and a fan of big gestures. One great example was the 1984commercial for the new Macintosh. As always, Jobs decided to go big. He hired Ridley Scott, the director of Alien and Blade Runner, and spent $900,000 making the 60-second spot and $800,000 to run it one time during the Super Bowl. (That $1.7 million spend would be $3.4 million today.) This was a huge risk for the company, especially since it wasn’t clear that the ad would succeed. In fact, Apple’s board hated the ad so much they didn’t want to run it at all.

But the big bet paid off. The ad generated as much coverage as the Macintosh itself.

5) Create experiences.

Apple described the 1984 commercial as a form of “event marketing,” meaning a campaign where the promotion itself is so revolutionary or unique that it gets covered as an event in its own right. Soon after the 1984 commercial, Jobs pulled something similar when he spent $2.5 million to buy the entire 40-page advertising hole in an edition of Newsweek. Other examples of event marketing were the “Think Different” and “I’m a Mac” campaigns. Yet another: every keynote Jobs ever did, with fans lining up overnight as if they were going to a Beatles reunion.

Jean-Louis Gassee, a former executive at Apple whose roles included running worldwide marketing, says Jobs understood the importance of storytelling, and used it again and again in things like the “I’m a Mac, You’re a PC” campaign. “We all want stories,” Gassee says. “That’s why there is so much whining about Apple and [CEO Tim] Cook right now. No story.”

6) Keep secrets and build mystery.

The reason people lined up at Apple events, aside from Jobs’ rock-star charisma, was that he was a master of suspense and surprise, and there was always the hope that he might unveil something amazing. Months before a big product launch, Apple would start leaking information. First a hint, then a rumor, then other rumors that contradicted the first rumor. Most of it was misinformation, but it drove people into a frenzy of speculation.

By the time Jobs got up and showed off the iPhone, the world had been buzzing about it for a year, with people passing around photos of supposed prototypes and designers creating their own imaginary versions of what an Apple phone might look like. Jobs was also famous for his “One more thing” gesture, where, just when you thought a press conference was over, he’d say, “Oh, one more thing,” and then pull out something that blew everyone away. The lesson: Most marketers rush out to tell everyone as much as they can about their product. Jobs did the opposite — he held back information to get people excited.

7) Find an enemy.

The first rule of storytelling is that drama requires conflict. And the first rule of propaganda is that you need to have a bad guy. For Apple the original bad guy was IBM. Then the boogeyman became Microsoft. More recently, Jobs made Google and its Android operating system the villain. In each case, Jobs’ message was the same: The bad guy wants to take over the world and destroy it, and we are the noble underdog that can keep this from happening.

A lot of marketers shy away from this kind of rhetoric. They’re afraid it will rebound and hurt them. They act, very often, like needy children who want very much to be loved by everyone. To be sure, it’s definitely risky to create an enemy, especially if you choose an enemy that’s big and powerful. But Jobs believed that to sell product you had to first lead a movement. If you’re going to have a revolution, you need to have something or someone to rebel against.

8) Turn customers into evangelists.

Possibly the biggest thing Jobs did was turn customers into passionate advocates for the Apple brand. Those people who line up outside Apple stores every time there’s a new iPhone? Even when it’s just an incremental improvement on the last iPhone? They’re not there for the phone. They’ve come to show their support for the team, the way sports fans show up hours before a game wearing the team colors. Apple fans don’t think of themselves as customers. They feel as if they’re part of a movement, a mission, something larger than themselves.

9) Don’t talk about products.

The 1984 commercial contains not a single image of the Macintosh. There’s a mention of Apple and the Macintosh in the last 10 seconds. Same for “Think Different,” where the ads weren’t about products but rather the kind of people who would use the products. In the “I’m a Mac” campaign Jobs removed the computers and replaced them with people — two characters who serve as proxies for two different kinds of computers. Or consider the ad just below here, which you’ll note doesn’t contain a picture of a computer.

apple

10) Use pictures, not words.

The ad above contains 10 words. Even today, on its website and in its advertising, Apple devotes tremendous effort to saying things in as few words as possible. Partly that’s aligning with the core value of simplicity at Apple. But it’s also because Jobs realized that images are much more powerful storytellers.

One example of this was the introduction of the MacBook Air, where Jobs came out on stage with a manila envelope and slid the slim laptop out of it. That one simple gesture blew people away and said more about the product than thousands of words could.

Or the recent ad for the iPhone’s camera. First of all, the ad is about only a single aspect of the iPhone — its camera. And the only marketing message in the entire 60-second spot is a five-second voice-over at the end that contains 13 words: “Every day, more photos are taken with the iPhone than any other camera.”

There’s another one for the iPhone, featuring only its abilities as a music player. The ad has only 14 words in the last few seconds of a one-minute spot: “Every day, more people enjoy their music on the iPhone than any other phone.”

We all know the saying that “less is more.” Most of us completely agree with the sentiment, especially when it comes to words. So why don’t we do it? Probably because it’s hard work. As Mark Twain once said, “If I had more time, I’d write shorter.”

That may be the ultimate lesson about Steve Jobs — that a great deal of his success came from the fact that he was willing to take more time and work a little harder than most of us mere mortals.

(NOTE: This article originally appeared in an email from http://www.hubspot.com)

Ang Rape – Hindi Nakakatawa

2013/05/29

Inulan ng batikos si Vice Ganda dahil sa isang “joke” na pinakawalan niya sa kaniyang concert kamakailan.

Ika niya:

Ang hirap nga lang kung si Jessica Soho magbo-bold. Kailangan gang rape lagi. Sasabihin ng rapist, ‘Ipasa ang lechon.’ Sasabihin naman ni Jessica, ‘Eh nasaan yung apple?’”

sog

Hindi natuwa ang marami pagka’t 1) hindi dapat ginagawang biro ang paksang rape, at 2) hindi nila maintindihan kung bakit si Jessica ang pinag-initan. Isang award-winning broadcast journalist, si Jessica Soho ay disente at tahimik na tao, hindi komedyante at wala namang nasabi o nagawang masama kay Vice Ganda.

Pinagpistahan si Vice Ganda sa internet.

Pinagpistahan si Vice Ganda sa internet.

Ang pambabastos ay hindi pinalampas ni Arnold Clavio, kasamahan ni Jessica sa GMA 7.

Nanggigigil na ibinuhos ang galit.

Bakit mo binibiktima ang mga taong seryoso sa trabaho nila? Huwag mo silang kasangkapanin para lang makapagpagpatawa. Bakit hindi taga-diyan sa inyo ang gawin mong subject ng jokes mo? Baki hindi taga-ABS?”

May katuwiran si Arnold. Bakit kaya hindi subukan ni Vice na ang gawing taya sa joke niya ay si… Korina Sanchez? Kaya ba ng powers niya? O, tsugi siya agad sa trabaho?

(Pinakahuling balita’y sinubukang mag-apologize ni Vice Ganda kay Jessica Soho – dala na rin sa tumitinding galit ng taong bayan – pero mukhang hindi nagkaayusan.)

•••••••••••••••••••••••••••

Helong-helo na ang mundo sa dami at bilis ng mga pagbabago. Sa France, legal na ang same-sex marriage  - wa-epek ang pagpo- protesta ng daan-daang libong tutol dito.

france

Sa America, puwede nang sumapi ang mga bading sa Boy Scouts.

Tanggap na ang bading sa Boy Scouts

Tanggap na ang bading sa Boy Scouts

Sa Colorado, malapit nang maging legal ang paggamit ng marijuana.

•••••••••••••••••••••••••••

Kahit si Charice ay dumaraan sa kay raming pagbabago: dedma lang sa mga batikos tungkol sa kaniyang kakaibang anyo at kilos. “Para akong ibong malaya”, masaya niyang inihayag.

Parang "ibong malaya"

Parang “ibong malaya”

At para patigilin ang maraming gumigiit na “laos” na siya, bumili ng bagong BMW ang singer – at cash ang pinambayad.

Astig!

•••••••••••••••••••••••••••

Simula June 20, bawal na ang plastic sa Makati. Ang tinutukoy na bawal ay hindi ang ilang plastic na nakatira sa Forbes kundi… plastic na ginagamit na pambalot ng mga negosyo sa lungsod.

Bawal na ang plastic

Bawal na ang plastic

Ang mga lalabag ay pagmumultahin ng P1,000 at may kasama pang kulong.

•••••••••••••••••••••••••••

Huling hirit.

ANGEL: BAKIT MAY TALI KA SA PAA!!?

ERNIE: Gusto ko nang magpakamatay! MAG-BIBIGTI AKO!

ANGEL: Bakit sa paa? Dapat sa leeg!

ERNIE: Sinubukan ko na sa Leeg kanina. Kaso hindi ako maka hinga eh.

ANGEL: Ngek!

Mas Bata ang Mister? Yari Ka!

2013/05/22

Young-Groom-Old-Bride--18548

Maraming matututunan kay Ai-Ai delas Alas sa kaniyang nakakalungkot na karanasan kamakailan.

Noong Abril, nagpasya si Ai-Ai, 48, na pakasalan ang kaniyang boypren na 20 taon ang agwat sa edad niya.

Tapos ng isang buwan bilang mister at misis, naisipan ni lalaki na type niyang mag-casino para ipagdiwang ang “monthversary” nila. (Marahil nagsawa na siya sa kakaharurot sa Chevy Camaro  na iniregalo sa kaniya ng galanteng misis.)

Hindi “feel” ng artista na mag-casino at sabi’y mag-hotel na lang sila.

Ikinagalit ito ni mister.

“Hinagis ako sa kama, sampalan, bunuan. Noong araw na iyon, feeling ko ‘yung time na hinila niya ako sa sahig at kinaladkad niya ako, doon ko na-realize na hindi ko na ito kaya… “, inamin ni Ai-Ai.

Iginigiit ng mga kaibigan ni Ai-Ai na may pre-nup ang mag-asawa. Pakiwari nami'y  wala - ang taong sobrang in-love, wala sa sarili o tamang pagiisip...

Iginigiit ng mga kaibigan ni Ai-Ai na may pre-nup ang mag-asawa. Pakiwari nami’y wala – ang taong sobrang in-love, wala sa sarili o sa tamang pagiisip…

•••••••••••••••••••••••••

Mautak itong si President Ma ng Taiwan. Bagsak ang rating niya kaya ginagamit ang pagkabaril sa isang Taiwanese sa teritoryo natin para tumaas-taas ang naghihingalong popularidad.

Uto-uto naman ang mga Taiwanese at sumakay sa gimik. Gigil na gigil ngayon ang mga anak ng tokwa sa mga Pinoy na nagta-trabaho at naninirahan sa Taiwan.

taiwan-630x420

Klarong-klaro, noh. 1. Nangingisda ang mga Taiwanese nang walang pahintulot sa ating teritoryo. 2. Agad-agad nagpadala ng personal apology si PNoy – pero ang gusto ng mga dura-dura gang ay apology mula sa gobyerno ng Pinas. 3. Malaking pera na ang naibigay sa napatay na mangingisda – pero humihingi pa ng dagdag ang mga Taiwanese.

•••••••••••••••••••••••••

Cezar Mancao inaasar si De Lima? Ang pinaghahanap na witness-na-naging-akusado sa Dacer-Corbito case ay nagtatago pero may oras pang asarin si DOJ Secretary Leila de Lima.

Nagpakuha at ikinalat ni Mancao ang maraming litrato niya na nagpapakita sa matinding pinaghahanap-hanap ng NBI na nagre-relaks sa isang coffee shop, nakapila sa Jollibee at naka tambay sa paligid ng Department of Justice.

mancao

So, anong “peg”, serr?

So, anong “peg”… anong konek, serr? Gustong patunayan na mas magaling ka kay Sen. Ping sa hide ‘n seek?

•••••••••••••••••••••••••

Ang pinakamagandang balita sa nakaraang eleksyon ay ang pagkabuwag ng ilang political dynasty sa buong bansa. Ang pinakamalaking talunan: ang mga Jalosjos ng Zamboanga peninsula. 13 sa angkan ang tumakbo sa maraming puwesto – isa lang ang nakalusot.

People's revolt sa Zamboanga?

People’s revolt sa Zamboanga?

•••••••••••••••••••••••••

HULING HIRIT.

ANGEL:  Balita ko bakla ka.

ERNIE:  Hindi ako bakla noh! Mga chismax lang yan galing sa mga chuvaness na walang magawa sa chenelyn nila. Mga chaka ever! Ako? Backlush? Hallow?

ANGEL:  Ganun ba? Akala ko totoo ang churvah. Okey.

Oprah kay Charice: “Anyari?”

2013/05/15

Abalang-abala siguro si Oprah Winfrey sa paghahagilap kay Charice Pempengco.

Balita kasi na ang singer (na kamakailan lang ay naka-kontrata sa kumpanya ni Oprah) ay itinanan si Alyssa Quijano, isa ring singer na naging finalist sa singing contest na X-Factor.

The "new" Charice

The “new” Charice

Nagbagong-anyo at dating rin si Charice. Ang tawag ng ilang entertainmnet reporters dito ay ang “barako look”.

Naririnig-rinig na namin ang unang pukol ni Oprah: “Hello, Charice… anyari?”

 ••••••••••••••••••••

Lupit manlait. Grabe ang panlalait na pinupukol ng marami kay Nancy Binay, isa sa ating mga bagong senadora. Hindi na ang kaniyang kakayanan ang tinitira kundi ang kulay ng kutis at ang kaniyang anyo.

Medyo malupit na ang tirahan

Medyo malupit na ang tirahan

Malamang nasasaktan na ang pamilya Binay. Siguro, konting hinay-hinay tayo. Kahit si Lito Lapid – ang tahimik na Senador – ay di kailanman naulanan ng pangungutya tulad nang bumubuhos ngayon kay Nancy.

 ••••••••••••••••••••

Napakasuwerte ang mga naninirahan sa dalawang lungsod sa Metro Manila. Mayroon silang alkaldeng mga babae na disente, hindi corrupt at kapakanan ng mga siyudad ang prioridad.

Ang itinutukoy ko ay si Taguig Mayor Lani Cayetano at si Mayor Maribel Eusebio ng Pasig City.

 ••••••••••••••••••••

Malikot mag-isip ang Diyos. May ilang kandidato sa pagka-Senador ang  puspusang tinarget na sila’y maging Numero Uno sa winning 12. Katuwiran:  para pataasin ang halaga nila sa darating na eleksyon sa 2016… para paramihin ang tataya sa kanila kung magpasya silang tumakbo sa mas mataas na posisyon.

Buking ng Diyos ang pakay.  Pinagkaloob ang No. 1 position sa isang kandidatong wala masyadong budget, walang ga-higanteng ambisyon, walang maraming pinapangako at walang kaere-ere.

May kasamang kindat, ang puwesto’y binigay ni bossing kay Amazing Grace. Grace Poe.

grace.001••••••••••••••••••••

Sawang-sawa na ang mga Pinoy sa pare-parehong mga apelyidong naghahari sa ating mga lungsod at lalawigan.

Ang tanong ng marami: maaari kayang mabago ang situwasyon bago sumapit ang halalan 2016?

O. umasa pa tayo?

••••••••••••••••••••

Huling hirit.

(Sa office.)

Si bossing naguguluhan about his math ay tinanong ang kanyang secretary:

BOSS: Kung bibigyan kita ng 5 milyon, less 12.35%, how much would you take off ?

SECRETARY : Lahat sir, pati damit, at bra, and….

••••••••••••••••••••

(Sige na nga… isa pa.)

ANGEL: Ano ang pagkakaiba-iba sa stress, tension at panic?

ERNIE: Stress ay kung buntis ang asawa.

ANGEL:  Tension?

ERNIE:  Tension  ay kung ang kabit ay buntis.

ANGEL:  At panic?

ERNIE:   Panic is ay kung parehong buntis.


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