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Curated by Jeff Domansky
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Ad of the Day: An Esteemed Literary Critic Reviews the Ikea Catalog

Ad of the Day: An Esteemed Literary Critic Reviews the Ikea Catalog | Public Relations & Social Marketing Insight | Scoop.it
From www.adweek.com - August 25, 2015 11:07 PM

It has the world's largest print run: a staggering 220 million copies. And yet no literary critics have deemed it worthy of their commentary.


Until now.


German literary critic Hellmuth Karasek lowers himself to reading an Ikea catalog in a clip hosted by the mega-retailer's Swiss channel on YouTube.


Admittedly, it's a bit of a slog getting through the first three minutes, but once you settle into the right headspace, there's actually quite a bit to enjoy here. He references Freud and Goethe, and if he's being ironic, he's playing it so subtly you might be forgiven for taking it as an earnest review.

Jeff Domansky's insight:

Why slog through Goethe and Proust when you can just read the IKEA catalog? Literature 101 students take note. ;-)

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Three Secrets to Great Content Marketing From Twitter, Dell and Cisco

Three Secrets to Great Content Marketing From Twitter, Dell and Cisco | Public Relations & Social Marketing Insight | Scoop.it
From www.adweek.com - September 4, 2014 1:15 PM

Done well, content marketing is hard, challenging work. It’s no surprise then that three of today’s top content marketers include a former comedian, a successful journalist and an agency strategist. We sat down with Tim Washer of Cisco, Stephanie Losee of Dell and Stacy Minero of Twitter to hear their secrets to exceptional content.


Every brand should learn to be funny

Humor plays the same role in content marketing that it does in entertainment—it helps the company (essentially the content creators) stand out, get noticed and build an audience. From the audience standpoint, it makes the content interesting, easier to understand and overall more exciting.


If a brand can’t find humor, it is a perception problem. Brands can be funny, but they often don’t perceive themselves that way. In that case, the brands just aren’t looking at things the right way....

Jeff Domansky's insight:

Several excellent marketing lessons from three content marketing leaders and innovators. The funny thing is, when it's done well, humor in marketing is very powerful. Don't mess with trust. Spontaneity takes planning. Recommended reading.

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Amanda Nadon-Langlois's curator insight, September 4, 2014 3:41 PM

From my perspective, not all brands should "learn to be funny". Depending on the brand, being "funny" or "humorist" might not appeal to their target audience. Lastly, being prepared for crisis with responses on say, Twitter, is a great PR move. Of course we cannot plan for every single scenario but there are definitely cases you can foreshadow and prepare for ahead of time.
JOSE ANTONIO DIAZ DIAZ's curator insight, September 6, 2014 7:13 AM

Desde principios de los 90 en España y desde los años 70 en el mundo anglosajón, se viene discutiendo en la escuela sobre los contenidos. Ese debate lo conforman dos grupos de variables, la significatividad de los mismos (fuente psicológica del curriculum), y su relevancia (fuentes epistemológicas, sociológicas, éticas y políticas). Desde hace bastante tiempo tengo dos intuiciones, (en realidad las percibo como "certezas"), que son:

1.- El "no-debate" sobre los contenidos  ha lastrado y sigue lastrando todos los intentos de reforma, de hecho sigue siendo un problema irresuelto en la escuela española.

2.- Ese debate, es el mismo que tienen en la actualidad los creadores de contenidos en la red, especialmente en las redes sociales.

Esto último, reduce el problema a marketing, y los contenidos, sean cuales sean estos,  son mercancías,  donde el "valor de cambio" se impone al "valor de uso"; donde la escuela, un centro comercial, expone a las asignaturas importantes en el mejor punto de vista en el expositor, algunas las compras si o si, otras, si quieres, y el resto está de relleno, o peor aún, para dar la impresión de que puedes "consumir" lo que desees; el alumnado y las familias, son los clientes, donde capacidades y competencias determinan la capacidad adquisitiva y el estilo de consumo (perfil del comprador, es igual al perfil del aprendizaje, o del aprendiz); el profesorado los vendedores, los directivos los jefes,  y la administración, los JEFES con mayúsculas.

P.D: Espero que nadie se ofenda por el símil, y si alguien se siente ofendido, perdón por una parte, y le invito a reflexionarlo conjuntamente. Buen sábado, mejor día y salud. 
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