Archive for the ‘BBH Labs’ Category
7th April 09
Posted in BBH Labs
I saw my friend Joshua Ramos for a drink the other evening. He was telling me about his new book The Age of the Unthinkable in which he details all he learned from Hezbollah’s new media guy on how to run an effective communications strategy against a better-funded adversary. Remember, this is the same team that turned an impossible-to-win military campaign against Israel in ’06 into a perceived victory. And if you agree that in today’s media frenzied environment that perception is reality… then the round went to Hezbollah.
Though we were discussing Mid-East policy, my mind went immediately to brand marketers who essentially faces the same issues: how easily a single crafty teenager can ju-jitsu multi-million dollar budgets and turn big business assets into liabilities.
So I took a stroll through the darker alleys of the internet to peek at marketing and outreach techniques by some of society’s better-known ideological enemies. I collected a few links below (before stopping in fear of having an FBI file opened on me).
To be honest, gang members, terrorists and racial hate groups don’t seem to as technology and media-savvy as I expected. All the sites I found could have been created by the same web designer (in 1998): free hosting, terrible anthem-like music files, and lots of broken links. I get the sense many of these sites are constantly on the move, remaining one step ahead of hosting companies and law enforcement agencies whose job it is to stomp them out in a never-ending game of whack-a-mole.
Please proceed through the links below with caution… (MORE BELOW)
3rd April 09
Posted in BBH Labs
Tasked with exploring new models for marketers, one of our first orders of business will be to hold an “open pitch” for our new logo. All interested designers please visit http://bit.ly/39yWEd for more on the deadline, the brief and the fee.
We’re posting a brief on Crowdspring well aware of the heated discussions taking place within the design community regarding sites that promote spec work. Though the crowdsourcing business model is still clearly in its infancy, BBH Labs reasoning for giving Crowdspring a try, simply put, is because the model seems to be working (albeit, better for smaller companies).
We’ve heard the arguments against Crowdspring. We’ve heard it said that it lowers the standard of what is considered “good” design. But for the purposes of this conversation, isn’t a “good” design one that pleases the person paying for it? I think Marley and Me is a “bad” film. My niece disagrees. So be it.
Another argument is that the Crowdspring model is akin to outsourcing, putting professional design work in the hands of untrained amateurs, and in the process, driving down the price real designers are able to charge for their services. If you’re a great designer, these sites shouldn’t be a threat since aspiring designers willing to work on spec is nothing new. If you’re a mediocre designer on the other hand, then consider that new technologies will only continue to make you better: just as the mouse made you better and Adobe Illustrator made you better, competing on a larger playing field should also make you better (and add to your bottom line).
I don’t want to sound overly insensitive, but evolution isn’t always orderly: we are living in a transformational period and in order to not be put out to pasture prematurely, entire industries are having to retrain themselves and rethink how business is going to be conducted going forward. From young designers to established agency networks, change is coming.
I’ll stop rambling now and come back to why we like Crowdspring. We see these sites as giving much more than they take. By matchmaking small businesses that wouldn’t have been able to otherwise afford a custom logo with a pool of designers that wouldn’t have otherwise been able to offer their services, they are helping to grow an overall appreciation for design as well as build an entirely new market that didn’t previously exist.
Will Crowdspring deliver Labs a great logo that meets our demanding and sophisticated needs? Not sure, but we’re looking forward to fishing these new waters nonetheless.
3rd April 09
I transitioned from tinyurl.com to bit.ly earlier this year. Probably way after most people started using it. It’s awesome. But I’m guessing the reason I love bit.ly is not the reason most people would give. Yes, bit.ly delivers super utility simply by shortening a link of seemingly any length to virtually no length. And it makes it easy and quick. That’s part of it.
But I’ve become addicted to the data which bit.ly provides on every link you shorten. Because with bit.ly the shortening is just the beginning of it’s magic. If you register on the site you have a record of all the links you’ve shortened. And if you hit the ‘Info’ function underneath a link you are presented with a treasure trove of metrics & insight. Traffic (clicks) with time & date information, geographical location, platform used to access the link, conversations the link featured within, RTs, and so on.
So one learns that a link posted on Twitter that touches on industrial design is 50% more likely to be clicked on in Brazil than in the UK. Or a link that relates to LEGO is three times as likely to be clicked on in Denmark than in Canada. Or that the optimum time to post is 10pm ET, or that actually one needs to re-post because the two peaks are 10pm ET and 10pm GMT, or that if you want to provoke an Australian audience one should post after 11pm ET. Much of this might seem intuitive, but accessing the data that proves (or refutes) some of the assumptions we work with when we share links is a revealing exercise. Above all, it provides much greater depth of feedback on what’s popular (or not) than simply the crude measure of how often your message is RT on Twitter. And it’s not just Twitter – you can add a bit.ly add-on to your Gmail (http://bit.ly/Xd1yM).
Bit.ly allows you to do a whole lot more than fire-and-forget; it promotes smart linking, and that makes it cool in my (Excel work) book.
1st April 09
So we’ve been micro blogging via Twitter for a while now, but figured it was about time we had a little more meat in our sandwich.
We’ll be sharing here anything that’s grabbed our attention of late, particularly anything that has implications for how brands and marketing will evolve in future. For now, have a look at the About Labs page or contact us if you’d like to know more. Alternatively check out bbhlabs on Twitter.
Finally, a heartfelt hat tip to our friends @ Made by Many, who designed and built this thing of beauty for us. We thank you.