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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : May June 2008
UP FRONT NE T#WORK Threadless: the infamous user-gen design t-shirt store makes you cry out loud ‘Why didn’t I think of that?’ Josh Spear - his blog is now run by a team of people Personal brandingin the digital space More and more punters are living and organising their lives online, with Twitter, Facebook and the like at the centre. Brian Merrifield (above) group creative head, digital, Saatchi & Saatchi Australia tels us where we’re heading I’m talking a bout ho w a p er son extends their personality (their per- sonal brand) online, and h ow do digi tal plat forms like so cia l ne t- working, gaming a nd mobi le con- tr ibute? Al l t his is impor tant because the more we u nderstand how peopl e use d ifferent online resources the more we c an u nder- stand what’s possible and h ow to attract consumers to what we do in terms of ideas and advertising. What brought the whole personal digital branding thing to a head for me was watching Jos h Sp ear ta lk about how digital media is changing the way that people in teract with one another. Josh Spear is a di gital personality and an example of how doing something as sim ple as wr it- ing a blog abou t cool m edia s tuff expanded his personal brand to the point where he’ s conside red an expert on digital media. Mr Spear’s digit al personal ity has grown s o much t hat he’ s set up a n a gency that helps companies digitally inte- grate without advertising by con - vincing them to spend their ad bud- get o n building digital res ources that people would us e. All from starting a blog about co ol digit al media stuff. One of the more interesting things BRANDING ONESELF ONLI NE and digital personalities. It al l sounds a bit ‘Oh my god, is this the new digi- tal hotness?’ Should I take note and listen? Wel l, the answer basically is yes – take no te. Be cause I’m not talking abou t br anding as in ho w does a company use advertising to build a brand in the dig ital sp ace. 6 CAM PA I GN B RIE F that Josh Spear mentions in his lec- ture is about individuality and how people use online shopping port als like threadless.com and etsy.com to buy t hings that no-one e lse has . Sites like this give people a f eeling of individuality in a world where big brands are increasingly more acces- sible to everyone. In the past brands like Gucci, Louis Vu itton, Prad a, were only availa ble t o t he soc ial elite , even mainst ream ska te and surf labels have come to the point of satu ratio n. When you lo ok at something like Threadless, they’ve turned t-shirts into a treasured item by offering user generated t ees i n limited edition runs. The likelihood of you and one of your friends own- ing the same t-shirt i s very slim. Even better, running into someone in the same city wearing the same t- shirt is also highly unlikely. Etsy is a site where you can buy handmade stuf f from jewellery an d po ttery. Again, it’s an easy pl ace t o sh op whe re you c an g et somet hin g nobody else has, you can’t go down to your nearest David Jon es to get this stuff. And like Threadless, once the st oc k’s gone it ’s g one an d nobod y else can ha ve i t. It’s al l about exclusivity, and braggin g rights, nobody else h as wh at you have. Both these sites allow people to strengthen their identity through the pu rchas e of r eal pr oduct s online. And both these sites have a social networking side to them that allows the purchasers, suppliers and the brand itself to communicate to each other. In his talk, Josh Spear also speaks about mobile – some thing that I’m very passionate about – and he and I both agree that mobile is the core device that keeps y ou c onnected digital ly 24/ 7. O f cour se t his doesn’t apply to everyone y et but you can’t deny the fact that mor e pe opl e ar en’t wear ing wat ches because their phone is their time - piece. Nobody has an a larm cl ock anymore and at any given moment you know where your mobile is and if you don’t you feel weird… naked and dis-connected. I ha te that feel- ing when you run out of battery juice on a Friday night; all of a sud- den you’re missing out on what’s happening. Your mobile is the thing that keeps you immediately con- nected with your friends. Increas ingly soci al n etwor ks encourage t he u se of mobile to update profiles while/when you’re not in fron t of the compu ter . Especially for people like me, I don’t have a computer at home because I like to keep work and home separate, which means I use my mobi le to do almost everything I would do on a home PC, like search the web, updat e my Facebook, Twitter, maps, banking and news. Mobile is all about porta- bility and staying connected to your various social circles and informa- tion net works when you’r e out doing stuff. You can stay connected without making a single phone call. This will further be demonstrated with mobile tech pushing the future of social networking with GPS. It hasn’t hit us he re in Australasia yet but there are portals running for networks elsewhere in the world that let you find where your friends are in relatio n to you and vice- versa. This is a scary thought for some but v ery soon it will be sec- ond nature to see what pub your mate’s at, where that hot group of girls from work is hanging out or who’s at the beach. Attach to that a social networking aspect to GPS then all your twitters and postings now have a l ocation base to ? MAY /JUN E 2 008
July August 2008
March April 2008