Dan Muller's Thoughts

Everytime I see my bud Sunny Do around Sauder I think TOMS.  TOMS shoes in particular.  Sunny is a clear brand advocate for the small project that has now become one of the fastest growing shoe companies, and social change initiatives in the world.  TOMS came to the table with a different sort of marketing persona and is something I decided I’d like to blog about.

So for my final post I decided to go to Sunny’s blog and see if she had mentioned Toms, lo and behold, there it was, her ‘shoes for tomorrow’ expression, which I will reference in this post.

I need a new pair of shoes, and I think I’m going to buy TOMS, here’s why.  TOMS is a for-profit company that drafted their shoes based on the unique and quirky Argentine Alpargata design. But people aren’t just paying for a lightweight slip on, they are supporting TOMS’ not-for-profit subsidiary – and they know it.

For each pair of TOMS sold, the company will donate a pair to a person in need.  Wow that’s great! How can this company possibly afford that? One might ask.  TOMS has supplied over a million pairs to children in over 20 countries under the One for One program since the company launched in 2006.  And they are continuing to thrive and give back through multiple projects and initiatives.

TOMS has been able to swoon its customers by not only including them in their goals for change but empowering them to make a difference.  And what began as an attempt at development has become a very powerful marketing tool.  TOMS has a very specific and unique organizational culture, brand persona, and value proposition.  And the fact that people want to align themselves with that persona drives awareness for the highlighted issues, and the company’s bottom line.

Nike has done it again.  In this blog post I will be referring to the external and interactive VLOG Nike has created called ‘The Chance.’

What is every young footballer’s dream? To meet childhood heroes like Luis Figo or Cristiano Ronaldo.  Or maybe to play football everyday, and get paid to do it.  Nike provides these opportunities

Nike has created something so transferable and that appealing to young footballers, it has inspired thousands and thousands of young players to put their talents on the line for ‘The Chance’ to earn a professional contract at the Nike Academy.

In June 2010 a call went around the world.  In a mere 6 months, over 75, 000 young, aspiring players answered.  And by January only 100 remained.  For the talented 100, a rigorous training camp and scouting session ensued, in an attempt to pick the 8 best players for the Nike Academy.  It is this process Nike filmed, and used to create what some have called “the best 10 minutes on youtube.”

The amount young players can relate to these dreams and opportunities is a tool Nike has utilized to create, in my opinion, one of the best marketing campaigns of all time.  Of course, Nike doesn’t use these videos as a blatant branding push, but the subtle images of Nike socks, balls, track suits and especially boots creates an urge to purchase these items in order to align with the success of the talented 100 and the professional players and managers surrounding them.

The reason I picked this vlog, and why I think it’s so powerful is because it’s real in the eyes of the young consumers contributing to a huge amount of Nike’s purchases.  Anyone can try out for the Nike Academy and, if talented enough, can be chosen by professional clubs across Europe.

Starting its second year of recruiting, ‘The Chance’ has posted videos of icons Rio Ferdinand and Josep Guardiola, personally attending games and scouting young players for the chance.  The reality of these scouting sessions creates motivation for young player to continue to play football, and continue to purchase Nike.

Upon reading Wei-Ting Leong’s powerful blog reflecting on materialism and broad, societal marketing, I pondered the unrealistic cultural expectations placed on youth, sexually soaked ads, and viral value creation – I thought of consumerism and materialism and human consumption wants and needs.

But then I watched Ting’s attached video:

And I realized, ‘who cares?’  Who cares about concepts, textbooks, and petty things when not enough people give a shit that war, hate, bloodshed, and oppression are regularities in our world?  The ever-present issues plaguing global regions become real when raw, uncensored material grasps your attention and handles your emotions.

It makes me wonder: what is the ‘ultimate purpose of life?’ Narayanan Krishnan has it figured out:

Why aren’t there more people in our world like Narayanan Krishnan? Could marketing create a link between human values and social issues?  If so, could innate human characteristics allow for a marketing scheme that could positively affect the world as a whole, instead of just the bottom line?

I think so.  In the 21^st century marketers are straying from mass techniques and narrowing in on individual relationships with consumers, as well as interactive marketing.  Maybe marketers can tap in the emotional strength of messages like the above, and promote ethical acts and love and kindness that seems to be missing from a majority of our population.

A simple video can hit home for a lot of people.  Consider The SPCA commercials featuring Sarah Mclachlan.

Food for thought.

2010 World Cup, Stripes versus Swoosh

Futbol fans worldwide were focusing on the Spanish versus the Dutch during the largest and most watched sporting event in the world, the World Cup 2010 final in South Africa.  But in the world of corporate sports marketing, all focus was on who’s strategy could be considered the victorious – a battle exacerbated by the extravagant, yet opposite campaigns launched by Nike and Adidas.

Aside from sponsoring individual countries and teams throughout the tournament, Nike and Adidas’ campaigns differed greatly.   Adidas shelled out huge sums to become the official sponsor of the World Cup.  After partnering with FIFA to be the official sponsor, Adidas supplied of the controversial Jabulani ball for the tournament, which has sold 13 million.

Despite Adidas’ investments, Nike caught the attention of consumers with their creative three minute  “write the future” add, that starred several Nike sponsored players, and aired during the Adidas sponsored final.

***Write the Future advert

Nike write the Future

Was introducing this add during Adidas’ event a form of ambush marketing?  Maybe so, but the massive returns both companies saw post World Cup overshadowed the issue of ethics during the event.

Defined as: any unauthorized association by a corporation with a team, individual or event without paying sponsorship fees in respect to that association, ambush marketing can be considered unethical or brilliant.  Regardless of how it is perceived, Nike created huge amounts of hype for their brand, while paying only a fraction of the sum Adidas paid to bear the word official. 

In contrast to Adidas’ investment strategies, Nike sponsors individual players at major sporting events and throughout club football seasons.  Household names such as Cristiano Ronaldo, Wayne Rooney and Africa’s own Didier Drogba sport the swoosh when they perform.

So which company’s strategy is more successful for increasing their market value?  Only time will tell, while sports branding junkies like myself can enjoy the ongoing saga.

*** Adidas new All In Campaign (featuring Messi, Becks, Katy Perry, Derrek Rose, Music by Justice)

Adidas All In

What have I learned from Comm 299?  Hmm… well, I’ve learned a few things from my wonderful TA, Pia.  We’ve covered profile statements, learned how to write CAR statements, I even learned how to look MORE fly in a suit (who would’ve thought that was possible).  Blah…blah…blah…

When it comes down to the barebones of Comm 299 the most important thing we learn is how to sell ourselves.  To excel in the business world you have to know what you’ve done, what you’re good at, your potential, and be good at illustrating it.  You’ve got to be able to differentiate yourself from the 700 other more-than-capable business students studying alongside you.  Whether it be perfecting that 30-second elevator pitch, learning how to impress at conferences and follow up dates, or just becoming so damn fresh that delegates cant say no.  Comm 299 has covered it all.

“Follow your heart,” whoa, cliché much? We’ve all heard it a bazillion times, so much so that it was starting to lose its oomph, its respectability. But it’s amazing how the simplest actions and mannerisms of someone you’ve only recently met can have such massive impacts on your everyday attitudes and values.  That’s right Pia; I’m talking about someone I met in Sauder – and no, I’m not going to name drop, because you might know who this person is.

I’ve seen this person laugh; I’ve seen this person cry; I’ve seen this person dance; and I’ve seen this person sleep – as creepy as that is.  Regardless, it is suffice to say that I have gotten to know this person quite well and it is a relationship I can see being influential in my life for a long time.

I have learned that everything you do, you have to want to do it, do it because it appeals to you, do it because you love it.  In high school I took on committee positions, and I volunteered – but for the wrong reasons.  I now know that to fully get the most out of such positions and contribute the most back, you’ve got to wear the position it on your sleeve because you WANT to – not just to pad your resume or supplemental.

Because of this person, I have become more active, in contrast to my passive mannerisms in the past.  I have re-activated my love for international travel with two possible programs to either China or Africa.  Africa being a place I have wanted to revisit since the day I left.  I have started applying for positions around Sauder, initiating involvement that was relatively non-existent in my first year.

In the long run I haven’t found my calling, nor has my calling found me.  But I know that when I do, I will love what I do; and I can credit this to the Sauder School of Business and the people/person I have met in my first year.  Do what you love, and the money will follow.

How do you distract yourself when you should be studying? Facebook? Stumbleupon? For me it’s the Soccerbible.  An ironic name, for a blog/news site I visit religiously.

Today as I signed in, to catch up on the latest in boots, kits, fixtures and results, I came across a contest: an opportunity to ‘Write for the Soccerbible Blog!’ The requirements: a 250-word article, submitted by email, about a football topic of your choice.

Sounds easy right? Depends if you can beat out the hundreds of thousands of other writers in the 200 countries Soccerbible is now viewed in.

Regardless, I decided to test my luck writing a quick article tonight:

My Entry: Limping Gunners

Theo Walcott has been ruled out of Sunday’s Carling Cup final against Birmingham City, after he sprained his ankle in an awkward challenge with Stoke’s Dean Whitehead.  He was spotted in his usual Superfly’s, sporting the ‘not-so-loud’ black/circuit orange colourway.

“Walcott has an ankle sprain and he’s out, for how long I can’t tell you, but for Sunday he is definitely out,” said Arsenal manager Arsene Wenger.

In Walcott’s absence, Wenger can only hope Andrey Arshavin continues regaining confidence in his play – after his past month of cheeky back heels and ill-timed dribbles led to grumbles in the Emirates.  But the silky Russian’s confidence levels need to be on par with his CSKA days in order to fully replace the pace of the quick English winger.

Luckily, for Wenger, Samir Nasri made a surprisingly quick recovery from his hamstring strain, and started in the Gunners historic Champions League win over La Liga leaders, Barcelona.

“I was the first to be surprised to be back so quickly after my thigh injury,” Nasri was quoted as saying in L’Equipe.

Of course, the Gunners’ injuries are temporary and Theo Walcott will hopefully soon rejoin an in-form Robin van Persie, in Arsenal’s, well… arsenal.  But will it be in time to keep their Champions League hopes alive and do ‘the double’ over the Catalan Giants? Or in time to continue advancing in Manchester United’s rear view mirror?

Only time will tell, I suppose.  But certainly, no one wants to see Nicklas Bendtner on the left wing…

http://www.soccerbible.com/

Credit markets are improving says the Federal Reserve Vice Chairman.  Spreads on high-grade corporate bonds have fallen, prices of equity rallied, and there has been no trouble for firms to raise funds in credit markets.  These constructive signs are because of the Fed’s financial institutions ability to raise capital, labor to boost liquidity, and economic data that is optimistic.

These are not optimal credit conditions despite some positive signs.  Skeptical investors still feel the same about credit quality and mortgages security market has fallen dramatically.  And because of the deteriorating market for securitized loans, loans and other assets cannot be sold or bundled by banks.  Default risk has been increasing as credit conditions worsen, leverage has had to be added to the balance sheets of financial institutions.

Great video that helped me understand America’s Crisis

Part 1:

Part 2:

“Getting Iced,” is the new viral sensation that is rumored to have been started by two frat guys.  One can read the rules and it is adequate to say that this game is aimed the college market, where bros embarrass other bros by getting them to drop to one knew and drink large amounts of Smirnoff ice in a small time window.  Moreover, this “game” has leaked out of the frat houses and has become a viral sensation.

Smirnoff claims to have nothing to do with the new consumer generated craze, most likely because the game promotes underage, irresponsible and public drinking.  Whether Smirnoff has any involvement or not, this new “marketing tactic” is positive for Smirnoff’s sales and revenue, however, potentially negative for its image.

The blogging community has had mixed reviews of the bros icing bros campaign, some say it’s a funny joke between bros, other say its it’s a disgusting immature display, one which they would never been involved.  Nevertheless, in this case, any publicity is good publicity for Smirnoff.  The spontaneous birth and rapid uprising of Smirnoff Ice’s new fad displays the power of viral branding and social media.

Nike: Lace Up, Save Lives

Near the beginning of the summer, the 2010 FIFA world cup finals took place in South Africa.  This historic event was the first world cup finals ever to take place on the African continent.  It ended with Andres Iniesta scoring an extra time goal to give Spain the win of the Netherlands.  While slotting the Jabulani into the bottom corner of the Netherlands goal, Iniesta was wearing the new Nike elite series shoe, accompanied with Nike’s “RED” laces.  These red laces are a facet of the new campaign launched my Nike called: Lace Up, Save Lives.

As AIDS day was being recognized, Nike publicized that it would be the new global partner of (RED), the brand that raises money in the fight against AIDS, TB and Malaria.  The red laces, worn by all the biggest Nike football (soccer) stars, are the first component of the new ethical attempt at curing the three major diseases that are plaguing Africa.  This new campaign is strong ethically and for Nikes business standpoint.

The new approach Nike has taken in creating such an ethically constructive initiative is a great way to provide awareness to wealthier nations, especially due to its release time near the World cup in South Africa.  From a business standpoint, the marketing aspect of the Nike brand is very positive to the consumer.  All in all, Nike’s Lace Up, Save Lives campaign is an eye-opening project which I support to my best ability.

How to get involved!

1. You purchase (NIKE)RED laces.

2. Nike contribute 100% of the profits from the sale to the Global Fund and to football-based programs that help fight AIDS in Africa.

3. Funds are received by programs like Grassroots Soccer, which uses football as a framework to teach youths how to avoid contracting HIV/AIDS.

4. Funds are also contributed to The Global Fund to fund HIV/AIDS programs that support the purchase of lifesaving Antiretroviral (ARV) medication, training of medical staff, HIV testing and treatment to help prevent the transmission of the virus from pregnant mothers to their babies.

5. Life-saving knowledge is received by the next generation in Africa.

Since its inception, (RED)™ partners and events have generated over £80 million to the Global Fund and the number keeps growing.

http://inside.nike.com/blogs/nikesoccer/2010/06/27/write-the-future-endaids