Comments on: Act now! Or in four hours, if you still remember this ad http://www.semanticargument.com/2009/06/09/act-now-or-in-four-hours-if-you-still-remember-this-ad/ The role of words in branding and everything else Fri, 03 Sep 2010 02:30:48 +0000 http://wordpress.org/?v=2.9.2 hourly 1 By: Paul van Winkle http://www.semanticargument.com/2009/06/09/act-now-or-in-four-hours-if-you-still-remember-this-ad/comment-page-1/#comment-93 Paul van Winkle Tue, 09 Jun 2009 19:02:34 +0000 http://www.semanticargument.com/?p=381#comment-93 I love these disconnections. They're the perfect view on how disassociated many professional people and companies have become. And how disorganized the thinking is between idea + execution. On the plus side, there's good stuff out there, like the Zappos promo from last year while going through AIRPORT SECURITY in Denver -- a perfect opportunity to advertise shoes. Zappos.com placed branded, soft bin insert cushions in all the airport security bins. So Zappos managed to capture audience minds while they weren't wearing their shoes. Ingenious. Visceral connection: shoes=Zappos. The idea is connected directly to the state and situation people are in, and that connection is used to sink a mnemomic hook. Powerful. http://en.wikipedia.org/wiki/Mnemonic. Zappos is also one of those companies that actually understands what it means to be a part of the community. Community brand leaders foster 'connection'. It's Twitter activity goes beyond discussions about shoes and answering user questions. A simple search of @Zappos on Twitter Search reveals something that shouldn't be overlooked: by engaging the community and providing entertaining and worthwhile content outside of its business, @Zappos appeals to users even when they're not thinking about Zappos. Perhaps the best proof of that can be seen in its current follower count: 206,553 two months ago. I love these disconnections. They’re the perfect view on how disassociated many professional people and companies have become. And how disorganized the thinking is between idea + execution.

On the plus side, there’s good stuff out there, like the Zappos promo from last year while going through AIRPORT SECURITY in Denver — a perfect opportunity to advertise shoes.

Zappos.com placed branded, soft bin insert cushions in all the airport security bins. So Zappos managed to capture audience minds while they weren’t wearing their shoes. Ingenious. Visceral connection: shoes=Zappos.

The idea is connected directly to the state and situation people are in, and that connection is used to sink a mnemomic hook. Powerful.

http://en.wikipedia.org/wiki/Mnemonic.

Zappos is also one of those companies that actually understands what it means to be a part of the community. Community brand leaders foster ‘connection’.

It’s Twitter activity goes beyond discussions about shoes and answering user questions. A simple search of @Zappos on Twitter Search reveals something that shouldn’t be overlooked: by engaging the community and providing entertaining and worthwhile content outside of its business, @Zappos appeals to users even when they’re not thinking about Zappos. Perhaps the best proof of that can be seen in its current follower count: 206,553 two months ago.

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