Drops: the key to Stanley Mania™️
Stanley hired Terence Reilly, the marketer credited for reinventing Crocs. Reading between the lines of what Reilly has said about his work at Stanley, it seems like his main strategy for both Crocs and the Quencher was capitalizing on internet buzz and growing it into otaku product worship. Or as Inc. phrased it in their feature on him, he uses a “scarcity model” to whip up interest. Cut to three years later, now we’re seeing mini-riots over limited edition Stanleys at Target.
via Garbage Day
Some thoughts on the Vision Pro from Benedict Evans:
- Any use case that doesn’t land on the pinnacle of current tech—watching sports, gaming, whatever—probably isn’t going to happen ever.
- With AirPods and the Watch, Apple is already an augmented reality company, just not in a glasses form factor.
“The buying of time or space is not the taking out of a hunting license on someone’s private preserve, but it is the renting of a stage on which we may perform.”
-Howard Luck Gossage
&
“Advertising builds brands best when it is entertaining, popular, and memorable, when it is not just a pitch, but a performance.”
-Paul Feldwick
via Westwood One
Podcast consumers prefer funny and entertaining ads but say they currently hear more ads that communicate dry features/benefits
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Appealing to consumers on an emotional basis is what podcast hosts do best and they should extend that method to their ad reads.
via Westwood One
Podcast ads are well suited for brand discovery, a stage that should be focused more on creating an emotional connection and less on reading your spec sheet.
Of course, if you have an offer you know works, you can use that too.
Have a personality, show it off.
the most powerful institutions, brands and people are the ones who are in alignment with their audience.
Streamers differentiate on content.
The tech is basically all the same and you can only do some many things on the interface front.
The “every one has a streaming service” wave meant it was about the content you could create. The end of the free money train ended that as a viable strategy.
Now it’s about games: video and sports.
Thus Disney to take $1.5 billion stake in Epic Games, work with Fortnite maker on new content
Iger calls it:
an important step when you look at the demographic trends and where Gen Alpha and Gen Z and even millennials are spending their time and media
Speaking of chips, Nvidia is feeling the heat from the new crop of startups looking to serve the exploding AI market with custom fabs.
Nvidia is building a new business unit focused on designing bespoke chips for cloud computing firms and others, including advanced artificial intelligence (AI) processors
via Channel NewsAsia
Sam Altman’s next galaxy brain idea:
Sam Altman Seeks Trillions of Dollars to Reshape Business of Chips and AI 🔒
The project could require raising as much as $5 trillion to $7 trillion
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Such a sum of investment would dwarf the current size of the global semiconductor industry. Global sales of chips were $527 billion last year and are expected to rise to $1 trillion annually by 2030.
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Altman has said he wants to build dozens of chip-fabrication plants in the next few years, the people said. His vision would be to raise the money from Middle East investors and have TSMC build and run them.
Why might the investment in brand marketing be increasing?
MarTech: Web analytics is badly broken
Apple has led the charge with Intelligent Tracking Prevention, Mail Privacy Protection, restricted IDFA tracking, iCloud Private Relay, Private Click Measurement, & more.
A 2021 study from YouGov suggests that most countries are registering a maximum 60-70% cookie banner acceptance rate
That drops to ~35% in the US.
Also 🍪 = ☠️