New Research on Premium Branding
April 21, 2008 by Jonathan · Leave a Comment
This weekend I got the chance to sit down and read some of the huge stack of magazines that I previously hadn’t had time to read. I certainly didn’t make it through all of them, but a couple caught my eye. One of the most recent ones is the April 28th edition of Business Week.
One of the first things I noticed was that they are really trying to be trendy in their page design. They’ve got highlighting, charts and fly-aways, and some interesting section headings (like BTW). Since this is the first time I’ve noticed these things, I guess that tells you how often I read Business Week. It’s no fault of their own, magazines just aren’t as high a priority as working through the 1000+ headlines in my RSS reader in the evening (I often cheat and hit “mark all as read” if in general the headlines aren’t grabbing my attention in any particular folder of feeds).
But back to the post at hand, in this week’s BTW there is a short blurb about premium branding. As in, another researcher just did the old “wine tasting” test again. Where essentially they blindfold people and tell them they’re trying a $5 bottle of wine, and then a $45 bottle of wine… People inevitably choose the $45 bottle as tasting better even though the wine came from the same inexpensive bottle.
It’s a nasty trick for those of us easily influenced by marketing. But it illustrates something larger, since people still respond to premium branding. Shouldn’t you be interested in branding yourself as a top-shelf whatever you are?
I think that in the age of personal, and professional branding that more attention should be paid to finding out what makes a brand premium or not on the web. Is it different than in the brick and mortar world? What makes an online brand premium? I would argue that it’s easier to “fake” a premium brand on the Internet. If by image alone, the raw talent of the magnificent graphic designers and writers out there should be able to pull off a premium distinction.
That’s not to say that consumers on the Internet are more more susceptible to being abused, in fact customer service and having the solid foundation to support a premium brand is harder to fake. People using the Internet for research, entertainment, or learning gain the skills necessary to figure out “fake” premium brands. There is no long-term shortcut. As in the brick and mortar world, your image can get your foot in the door but it’s your content and substance that makes the sale.
links for 2008-04-10
April 10, 2008 by Jonathan · Leave a Comment
When A Podcast Isn’t Just A Podcast
April 10, 2008 by Jonathan · Leave a Comment
I had a great IM conversation last night with a podcast author regarding my post from a few days ago about the death of podcasting. He seemed to agree on many levels and was hoping for some advice because he’s feeling trapped in his current podcast network and not sure how to venture out on his own.
One thing that struck me in this conversation was that I didn’t mean to declare podcasts dead in the sense of being useless, they have a an excellent use as being a form of on-the-go media. What I don’t think is effective is having a podcast just for the purpose of having a podcast. A podcast on its own is lonely, and people want, and need context with their content.
In the semantic web context and conversation is even more important than it was 3 years ago when everyone decided that podcasts were the big thing. One newsroom that I work with has had a pod/vod cast in the works for 4 or 5 years and what I’m telling them now is that it’s probably not worth their time to try to play catchup and release them now, let’s just move on and work on something much more current like accepting public opinion and thoughts in an open forum on their web properties.
What spurred my post the other day was the abundance of “podcasting” sessions planned for NAB next week, if these news executives are just now learning about and thinking about implementing podcasts, then the public is going to suffer because the larger Internet world has moved on already.
If pod/vodcasting is an easy thing to implement within your existing organization and workflow by all means, start ‘casting! But if that process is going to be a long one and expend a lot of resources that could otherwise be directed toward more 2-way conversations with your community, then I think you should concentrate on doing that.
If you’ve made it all the way down here in the post you probably don’t need it, but here’s a summary: Podcasting is dead as a sole medium, it’s a one-way conversation and everything I’m seeing says that the public wants and needs 2-way communication with their news agencies to build trust and understanding. Pod/Vod casting makes a great complement to other tools but I don’t think it should be used on its own.
Personal Branding Knowledge Is Still Just Beginning…
March 16, 2008 by Jonathan · 1 Comment
UMass Students Are Sucked Into the World of Personal Branding « Personal Branding Blog - Dan Schawbel: “Blog About Dan Schawbel Publications Press
I often read Dan Schawbel’s Personal Branding Blog for insight and tips on how to improve my own personal branding. You did realize that I have a personal brand didn’t you? 
I do in fact have a brand that is pretty apparent right here on JonathanCoffman.com. It’s one that encompasses my abilities to take new and in-the-pipe technologies and make them work in the real world, right now.
In the blog post that I’m linking to, Dan tells the story of a recent visit to the University of Massachusetts and how the student he talked to almost all were on Facebook, but very few had even heard of LinkedIn.
This really exemplifies the need for personal branding and social-media strategy to be a part of the final curriculum at our nation’s universities. These students know and understand how viral messages get spread, how to network online, and how to control how they look, but they don’t understand quite yet how to apply those skills to multiple outlets across the web.
For the last 2 years I’ve offered extremely cheap web hosting to my peers at the Missouri School of Journalism. What I offer them is 10 gigs of storage space, email, etc all for $20 per year. $28 if they want me to buy and manage their domain name as well.
It provides plenty of space and help for building a personal portfolio (which every grad needs) and it’s not going anywhere, I have too many personal and professional sites to just walk away from the web.
But here’s the real story: I’ve gotten several signups lately and I setup times to meet with each student who wants the deal to talk to them one-on-oine about how they want to use it and how I can help.
One actually emailed me last week saying she was going to have to wait to get a portfolio because ‘I’m saving up for Spring Break and I didn’t realize I could move my files around so easily.”
Well I’m sorry folks, but if you can spend $20 for a full year of online personal web presence, (2 or 3 drinks in Cancun for Spring Break of your senior year in college), you probably don’t need to be trying to get any job that would require an online portfolio or web presence.
Let’s just hope this particular person is smart enough to not post all of those crazy Cancun pictures to Facebook after the vacation.
This is just yet another example of why we need proactive education on social-networking and identity management. Firms like Google, Facebook, etc all have enormous amounts of data about US, and if you’re managing that information yourself, you’ve left yourself open to all kinds of abuse and inaccuracies.
Netdiver Magazine - Best of the Year / 2007
March 3, 2008 by Jonathan · Leave a Comment
Netdiver Magazine - Best of the Year / 2007: “”
(Via Netdiver Magazine.)
In case you needed reminding, there are people out there who are more creative than you or I. Sure we may fancy ourselves pretty creative and innovative but geez, there’s more out there!
Netdiver Magazine put out their Best of the Year 2007 in web design last month and there’s some really amazing items in the showcase. A lot of the sites use the power of Adobe Flash to bring animation, typography, and design to life.
This is both a good and bad thing of course, Flash does allow designers the freedom to manipulate and control how a site looks and feels, but it also restricts the viewer in terms of needing ample bandwidth to view the site and the whole search engine robots not being able to crawl Flash thing (which is improving by the way, thankfully!).
I’d use Flash a lot more in my day to day projects if it was friendlier to the viewers but it just isn’t. Flash is also just plain hard to work with sometimes. Of all the Adobe applications, I think it has the steepest learning curve. It’s definitely one of those things that if you don’t use it, you loose it.
Now go check out those beautiful web designs and be inspired to create something!
Jonathan’s Twitter Updates for 2007-09-30
September 30, 2007 by Jonathan · Leave a Comment
- In my Luxurious suite at the Hilton in Chicago #
- Out for a drink in Chicago, because I can #
- at the ESPN zone in chicago! #
- At PF Changs now, did I really just have a woman buy me a drink? #
- Back in my suite #
- Settling down at the hotel, need rest for Adobe MAX tomorrow #
- Super excited about Adobe MAX tomorrow #
- The hotel breakfast was yummy, now off to Adobe MAX 2007 #
- At the McCormick Center for Adobe MAX, I love freebies! #
- no lifecasting today, haven’t charged by big new battery yet #
- Unlocking cross-media workflows workshop #
- Learning how to make Indesign talk to Dreamweaver #
- Wait, so design can be pretty, and accessable? WoW! #
- Now on to learning an excellent Flash workflow #
- OMG my BFF Adobe #
- At least the people who coded Flash know it’s flawed… #
- Learning to integrate SoundBooth into web workflows #
- learning how to ‘Photoshop’ audio files… amazing #
- Integrating Flash AS3 into web menus #
- Learning more CSS Magic #
- Ajax=simple? maybe. #
- Adobe MAX 2007: just built an AJAX page in 10 minutes with no code! #
- New Adobe Spry framework coming out tomorrrow in Labs! #
- Back at the Hotel for a bit, then night on the town! #
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