Ad this.

In the world of cars, well, what’s the difference between them all when you get down to it?

They all have four wheels. They all have windows. Engines. Horns. (You get the picture.)

In that world, how can a company really differentiate itself? As we know from any car campaign, it’s not about the car, it’s about the personality. If you’re Subaru, it’s about the love. If you’re Nissan, it’s about shifting.

In that world where there isn’t much to really differentiate yourself, I especially like what Toyota has done. Maybe I like it because they really leverage a great sense of dead-pan humor. Maybe it’s because they occupy the middle ground and tell it like it is. Maybe it’s just because they’re having some fun.

It is just a car, right? Whatever it is, heck, it’s working for Toyota. I put one especially fun video below, but check out the whole campaign at http://www.toyota.com/itsacar/

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Filed under Good Ad, Bad Ad, Marcom Brain

And I Quote

Here’s a quick hit for the day:

“Brands serve as shortcuts to decision-making.” Ries and Trout, The 22 Immutable Laws of Marketing: Violate Them At Your Own Risk, 1994

Think about THAT the next time you get a hankering for breaded, deep-fried pieces of chicken. What are those called again?

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Filed under Marcom Brain, Quick Hits, Stuff I've Learned

Reflections on 9/11, 10 Years Later

A few weeks back, Arizona Public Media put out a call for people’s reflections on their experience of 9/11 ten years later. My initial submission is republished below, but you can see it on the AZPM site, too, under “Video Remembrances.” What a transformative time — for all of us.


As the fall of the Towers marked a close for many lives, at that moment, it was also a beginning for our family. A very bitter sweet hour.

On that day, my wife, Joanna, and I were in China working through the adoption of our first child. Our new daughter, 12-month old Ann Lei, had been in our arms for 2 short days, and we were up in our hotel room in Wuhan, a large industrial city in Hubei Province. We were traveling with a large group of families, all of us adopting children.

We were tired after the stress of the travel, as well as emotionally spent with the process of getting to know our new daughter — and of her getting to know us.

As we lay in our hotel bed at about 9:30 in the evening, we heard via others in our travel group that some Canadians had run through the hall and said to them, “Are you American? You need to turn on CNN. Now.”

We quickly flipped the channel to see the image of smoke rising from the first tower. The confused voices on the news were still unsure as to whether this had been an accident or an attack.

Then, as we watched live, I vividly remember seeing the second airplane silently whiz across the screen, from left to right, and slam into the second tower.

At that moment, we knew it was an attack. And we were very, very far from home.

As we watched the buildings burn and finally crumble, we imagined that airports were closing, security was tightening, and that it might be a while before we were able to travel home with our new baby daughter, who was not yet a US citizen.

Sure enough, over the next 24 hours, we heard about the airport closings across the nation, and we all had the same thought: we would stay away as long as we needed, but we would be returning home with our babies.

In the following days, our travel group came together, tighter than we had ever imagined possible. We cried together, and we developed a determination as a micro community to get home together. Even though our faiths were varied, we came together and held a memorial service where the Pearl and Yangze Rivers meet, all of us placing yellow flowers in the current and watching them float away.

In the end, not enough can be said in gratitude to our local guides, our translators. Not only did they help facilitate our adoptions, but they came together and supported all of us, so far from home, in such a time of emotional need. They understood and stood with us as one. They planned the makeshift memorial service for us and did all they could to make us feel connected. It was amazing to stand on the banks of that river and hear such meaningful words spoken in Chinese accented, broken English, said to us and for us.

So, in all, it was an amazing time. Sad…horribly sad…but it also awakened a determination in us, and a strengthening of our bonds as parents and as an adoptive community. And of course, it was the beginning of Joanna’s and my life as parents to an amazing firecracker of a daughter.

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Filed under Left Field

Google, Google, Google.

Check it out. They’re experimenting faster than we can eat chocolate chips. (Well, faster than I can eat chocolate chips.)

http://www.google.com/whatdoyoulove/

http://www.google.com/+1/button/

Are you experimenting or going with the tried and true?

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Filed under Quick Hits

Sometimes, We Luck Out.

In my not-so-new-anymore job as writer/content manager for the External Relations Marketing group at the University of Arizona, it’s my job to seek out the most interesting, most engaging stories about the work going on at the University, and then tell those stories to the public with the goal of inspiring interest in the institution for potential students, their parents, alumni and donors.

Sometimes we tell those stories with text and images. Sometimes a story screams to be told in a video format. Sometimes, it’s a simple slideshow. When we’re working in the world of the web, any and all types of media are fair game, but it’s really up the the writers and producers to look at a story and make the decision as to what media will best tell a given story.

Earlier this year, in collaboration with Laura Markowitz, a talented freelance producer who does a lot of work for Public Media, we learned about a man named Adam Block, public observing programs coordinator for the Mt. Lemmon SkyCenter at the UA’s Steward Observatory’s field station in the nearby Catalina Mountains.

One of the many images Adam Block has produced as a renowned astrophotographer. Photo credit: Adam Block.

Now, here’s the luck: not only is Adam a personable, wonderful public speaker, but he is also a renowned astrophotographer. Using the same 32-inch Schulman telescope that the public gets to look through at the SkyCenter, Adam has produced images of the sky that are nothing less than awe-inspiring. In the past ten years, his work has been selected by NASA over 50 times as “Picture of the Day.” With such photographs at our disposal, how could this story not be told as a slideshow?

So, Laura and I professionally lucked out. A wonderful man, amazing visual work, and the opportunity tell a heart-felt, fascinating story. Laura did the vast lion’s share of the work, trekking up the mountain to interview Adam, collect the photos and put together the story, so many thanks to her. But from my standpoint as someone whose task it is to tell those engaging stories on behalf of my client, the University, well, I lucked out on my own, too.

It all came together perfectly. You can check out the finished slideshow and supporting story, “Adam’s Universe,” at http://www.arizona.edu.

Also, if you want to see a more extensive collection of high-resolution images that Adam has produced, check out http://skycenter.arizona.edu.

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Filed under Marcom Brain, The Day Job Desk