Tag Archives: stefan olander

Velocity revisited: key quotes from Stefan Olander and Ajaz Ahmed for brand marketers in 2013

9 Jan Velocity

Velocity

I recently rediscovered my copy of Velocity: The Seven New Laws for a World Gone Digital, written by Ajaz Ahmed of AKQA and Stefan Olander of Nike, and published last summer.

In it are dozens of tabs bookmarking pages with my favourite quotes on, so I thought I’d share some of them here. It’s one of the most valuable books I’ve read regarding the movement of digital communications for brand marketers, and highly applicable to the fashion industry just as much throughout.

If you haven’t already, do pick up a copy – I defy you to get through it without likewise picking up the highlighter pen…

Stefan: “Without a platform to manage and nurture every interaction with its consumer, a company has no spine.”

Ajaz: “We’re in the age of connectedness. The solution is to create work that people want to share. Ideas that define culture rather than follow it.”

Stefan: “Belief in your ideas and an environment that encourages risk taking is incredibly important to create acceleration.”

Ajaz: “The philosophy has to be: let’s use the technology to make this the best way to do something, or let’s not bother doing it at all. The goal has to be about making a new experience an order of magnitude better than the existing way.”

Stefan: “People will usually thank you for taking the responsibility to curate their choices, for making things simpler for them, for doing the truly inconvenient stuff on their behalf. This means editing down product lines and ramping up product benefit.”

Ajaz: “Brands that have authentic, believable values use the spirit and energy of those convictions to ease effortlessly into any new environment. Even with a pre-digital heritage, they’ve found interesting methods and ideas to express their stories.”

Stefan: “We’re not chasing eyeballs. The goal is to create connections with our customers and earn their loyalty by serving them. The better the service, the stronger the connection.”

These two guests comments also stood out:

Trevor Edwards, VP of brand and categories at Nike: “The single biggest opportunity today is that buying a product or service marks the beginning of the consumer relationship.”

And in the intro by Richard Branson: “We’re living through a time of big and little changes in the way we do just about everything and the only people and organisations guaranteed to make fools of themselves are the ones who think they have got it all figured out.”

Now there’s something to consider for the year ahead…

Fashion industry can still learn from big winners at Cannes Lions

11 Jul

You may well have already seen that Nike+ FuelBand scooped the biggest awards at this year’s Cannes Lions International Festival of Creativity – a week-long event held in June celebrating the best in advertising from around the world.

A wristband that measures your everyday activity, it won the coveted Titanium and Cyber Grand Prix for the way in which it goes a step beyond technology and inspires consumers to act.

As Stefan Olander, vice-president of digital sport at Nike, said during the festival: “Technology is no longer remarkable, it’s what we do with it and how we do it that’s unique.”

That comment is a nice follow up to an article I wrote for the Huffington Post last year calling for the fashion industry to be more creative in their campaigns; to produce work worthy of winning at Cannes.

“Fashion – an industry with creativity at its very core – needs to shake off its seasonal collection focus and start thinking instead about campaigns built around big ideas,” it read.

Since then, there’s been a lot of innovation from brands and retailers, especially when it comes to technology; quirky Pinterest campaigns, multiple app launches and much play with augmented reality.

But, as essentially suggested by Olander (and in my Huff Po piece), there still needs to be less focus on technology for technology’s sake, and more on overarching campaigns that solidify brand purpose.

Paul Kemp-Robertson, editorial director at Contagious Communications, emphasised the same during Cannes: “Normal people don’t care about the technology, they care about what comes out of it: the experience.” He suggested marketers need to forget about the “dude we should…” philosophy; “dude we should do an app”, or “dude we should launch a QR code” for instance. There’s little benefit in becoming obsessed with doing something just because everyone else is, he explained.

Accordingly, it’s all very well launching on Pinterest, so too is it understandable to push out a seasonal video, but when those initiatives just end up as another example of products over ideas, it not only gets boring for the consumer, but ultimately unsuccessful in terms of ROI.

Some are doing it right. For one, the increasing focus on film has resulted in some outstanding creative work. The new Roman Polanski-directed short for Prada is a great example – despite the fact focus is so heavily on a jacket from the recent collection, the viewer is entirely distracted by the storyline.

I also love Dior’s Secret Garden Versailles spot; it fits beautifully with the image of the brand, even though strictly speaking it has little in the way of a tale to go with it.

The rest of the autumn/winter 2012/13 ads are also just starting to drop, so here’s hoping there’ll be more that push the envelope beyond the typical product focus of print imagery. Unsurprisingly, Burberry is already proving a great example with its multimedia campaign, celebrating both its brand and London through “imagery, film, music and weather”.

The question is, were any of them to be entered at Cannes, would they win? I for one would love nothing more than the likes of a Calvin Klein or Marc Jacobs or even a Chanel initiative sweeping the ceremonies at the Palais one day… here’s hoping.

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