DR4WARD

Diana Verde Nieto, Founder & CEO of Clownfish, to Speak on Avoiding Greenwash at West MI AMA

2008-09-22T05:31:00-04:00

I am looking forward to seeing Diana Verde Nieto, Founder & CEO of Clownfish, speak on Avoiding Greenwash - How to Align Your Communications with Sustainable Principles and Practice this Thursday, September 25, 2008 at the West Michigan American Marketing Association luncheon speaker series.

Green Marketing is the marketing of organizations, products or services that are presumed to be environmentally safe. Other similar terms are Environmental Marketing and Ecological Marketing.

Green Wash is a term that used to describe the perception of consumers that they are being misled regarding the environmental practices of the company or the environmental benefits of a product or service.

Diana Verde Nieto will share her global experience with brands like Ben & Jerry's, Coca-Cola, Unilever and Nike and discuss the imperative for organizations to incorporate the principles of sustainability beyond their business practices into their communication strategies, as transparency is coming to define consumer trust and purchasing behavior.

Diana will also share assessment tools to identify risks and opportunities, build benchmarks, and evaluate and report the environmental and social footprint of a brand or organization.

As a Board Member / Collegiate Relations Chair for the West MI AMA and a fellow Marketing Professional and Colleague in the College of Business at Ferris State University I look 4Ward to sharing some key points from the event with you in a future post and seeing you at West MI AMA events.

Keep Digging for Worms!

Introduction to a Few Tools to Help Us Learn, Share, and Work Together

2008-09-14T14:16:31-04:00

In a previous post I asked Can We Afford Not To Use New Media to Learn, Share, and Work Together?

The conclusion made in the post is that new communication technologies, the ever increasing pace of change, and global competition require important learning skills today to harness the vast amount of information online and to learn how to share it, discuss it, critique it, and make something new out of it.

If skills for creativity, communication, and collaboration are needed today than what are some of the basic things we need to get started to do this? A starting point is understanding the big picture on how the separate tools are connected together. Please excuse the language but Marta Kagan asks and answers a great question ....

What The F**K is Social Media?

Understanding Social Media helps us to understand how Web 2.0 new media is used to share information, create and critique information, and to collaborate with others. If students truly learn what they do than what are a few of the new media tools that students can use to get hands on experience with these skills and get started today?

In the Marketing and Advertising classes I am teaching at Ferris State University we include Google Reader / RSS Feeds, Twitter, YouTube, Google Docs and Blog Comments. Wikis will be discussed in a future post.

Google Reader and RSS Feeds allow blogs and news feeds to find you. Here's how. Are you using RSS Feeds and Readers to have information find you?

Twitter is a Micro-Blog that allows people to share ideas, information, ask questions, collaborate with others and update others on what you are thinking about or doing now.

Are you using Twitter to share ideas and information with others? Are you finding smart people to follow and learn from?

View SlideShare presentation or Upload your own. (tags: 2.0 social)

Get a free Twitter Handbook to learn What Twitter is all about, Why People Tweet, How best to communicate with people on Twitter and to supercharge your Tweeting.

Google Docs allows you work in teams and share and create documents, spreadsheets, and presentations. Have you set-up Google Docs for an upcoming project or presentation?

YouTube and other video sharing and streaming sites are a new form of expression and communication. Michael Wesch explains why in his "An Anthropological Introduction to YouTube" presentation to the Library of Congress.

The only way to learn how to use new media is to just start using the tools. Most of these are free so there is no excuse to not trying them and experimenting. Use these tools today to start a conversation, share an idea, ask a question, and find interesting people who can help you learn, share and work together.

I look 4WARD to your feedback.

Keep Digging for Worms!

Can We Afford Not To Use New Media to Learn, Share, and Work Together?

2008-09-13T21:14:47-04:00

I have been working with my Ferris State University students to use new media to engage them and help them find significance with their education beyond just getting a grade.

The old model of teaching has trained students to ask "What's on the Test?" or "What do I need to know or do to get a good grade?" The learning usually stops there and the students forget the answers the next day or week.

As Michael Wesch points out, the vast majority of information today is available online and all around us all the time. Today the most important learning skills are how to harness this information and share it, discuss it, critique it, and make something new out of it.

A little background information is required before we look at a few of the new media tools that we are using in the Marketing and Advertising classes I am teaching at Ferris State University. New tools like Twitter, Google Reader, RSS Feeds, Google Docs and Blog Comments will be shared and explained in a future post.

I would like to acknowledge and thank Michael Wesch, Howard Rheingold and Robert French for helping accelerate my learning and thinking on teaching and using new media in the classroom.

In the "Web 2.0 - The Machine is U/sing Us" video, Michael Wesch looks at how everything about the way we find, create, critique, and share information has changed. Some people claim there is no Web 2.0. Do you agree? What does Web 2.0 mean to you?

In the "Information R/evolution" Michael Wesch further explores the changes in the way we find, create, critique, and share information.

In "Did You Know III ?" Howie DiBlasi shares the rapidly changing, highly competitive global world that students enter after graduating today and how the acceleration of change is ever increasing.

Students report that they like to learn but as this video of a "Vision of Students Today" demonstrates the old ways of learning are not working and students are not engaged. Does this video accurately reflect your learning experience?

The new media can be used to bring students together and teach them to work together in new ways. Students need to learn how to explore and use new media and to use these tools to learn about whatever the subject is that they are learning about. Michael Wesch gives specific examples of how he is using new media in his classroom.

The Social Media Classroom with Howard Rheingold is another example of how to use new media for learning and sharing.

Robert French's PROpenMic and his thinking on incorporating social networks and Blogging and Managing Your Personal Brand are also examples of how to use new media for learning and sharing.
What do you like about these examples of using new media for learning and sharing? Do you see any challenges with doing this with your classes?

Blogging & Managing your Personal Brand
View SlideShare presentation or Upload your own. (tags: commenting identity)

Are you managing your Personal Brand online? How?

I look 4WARD to your feedback.

Keep Digging For Worms!

LAUGHS RAIN DURING TROPIC THUNDER

2008-08-16T15:32:49-04:00

The laughs rained during Tropic Thunder, a "R" rated parody action comedy written and directed by Ben Stiller, that my wife and I saw yesterday at Celebration! Cinema. We had not laughed this hard since Walk Hard: The Dewey Cox Story, a parody of musical bio-pics.

The laughs began with a fake ad and film trailers that introduce the characters before the real fake film begins. Tropic Thunder, “The true story behind the most expensive fake true war story ever” parodies the making of overblown war films, the egos and insecurities of the actors who star in them, and the often ridiculous Hollywood movie making and marketing system.

The ensemble cast of the fake war film includes:

Ben Stiller as Tugg Speedman, an action megastar losing his popularity and credibility with his fans after recent flops.

Jack Black as Jeff Portnoy, a drug addicted comedic star of potty humor films.

Brandon T. Jackson, as Alpa Chino, a rapper, entrepreneur, and actor who has a new energy drink, "Booty Sweat."

Robert Downey Jr., as five-time Oscar winner Kirk Lazarus, an Aussie who goes to extreme lengths for his acting roles that must be seen to be appreciated.

Jay Baruchel as Kevin Sandusky, a nerdy but sincere actor.

The blurring of reality in this parody has surprise guest appearances by many actors throughout the film playing themselves that I won't spoil.

Robert Downey Jr.'s performance "playing a dude who plays a dude disguised as another dude" is a must see performance that delights in his acting talent and cements him as a comedic genius. I also found Jack Black and Ben Stiller's performances to be refreshingly different from other recent roles.

Tom Cruise is hysterical as the fat, hairy, and powerful studio boss Les Grossman who demands to know why the shoot is over budget and behind schedule. I predict his performance will single handedly resurrect his career and surprise many who have discounted him for his off-screen antics.

Admittedly the parody and comedy in Tropic Thunder may not be for everyone. However, the audience was laughing so hard at times that we missed some of the dialogue. I hope you get to feel the same Thunder.

I look 4Ward to your feedback.

Keep Digging For Worms!

STARS WARS: THE CLONE WARS ENJOYED BY FAMILIES / CHILDREN: INNOVATIVE DIGITAL MULTI-PLATFORM LAUNCH

2008-08-16T12:47:39-04:00

Earlier this week, I attended a promotional screening with a group of families / children at Celebration! Cinema. It was for the upcoming Star Wars: The Clone Wars, a new computer animated PG rated film introduced from Star Wars creator George Lucas and his company Lucasfilm Limited and Warner Bros. PIctures. Judging from their response during the movie and their chatter afterwards, the film was a big hit with the kids.

The 98 minute film offers plenty of action and moves along quickly for
parents. See the trailer here at the official Star Wars: The Clone Wars website.

Those who grew up with Star Wars will find the characters and story familiar. I will let other movie reviewers debate their opinions of the film's plot and dialogue or the lack of use of previous actors voices for the main characters. I personally found the colors and textures of the 3D like digital battle scenes and planetary landscapes on the big screen enjoyable and worthy of the price of admission.

I suspect that many adults and die-hard Star Wars fans who grew up with the live-action version of Star Wars may find the animated version too cute at times. They may also find the marionette stylized computer animated characters too Saturday morning cartoonish or video-gamish but they will also be missing the point.

INNOVATIVE DIGITAL MULTI-PLATFORM LAUNCH

The PG rated computer animated Clone Wars film is a brilliant way for George Lucas and company to expand the Star Wars franchise to a new generation of young children.

The computer-animation style allows Lucasfilm Limited to launch new Star Wars stories quickly across fully integrated multi-media entertainment platforms and eliminates the time to convert live-action to video games and other digital properties. These digital properties include a weekly Star Wars: The Clone Wars television series later in the Fall on Turner Broadcasting Cartoon Network and TNT, video and online games, a website and licensing of toys and other products.

George Lucas has been a visionary on integrating entertainment and products across multi-media digital platforms. The Star Wars: The Clone Wars movie is also used as a way to create buzz and a big splash for the launch of the television series and other products that will be enjoyed by families each week this Fall and for years to come.

If you choose to see Star Wars: The Clone Wars, appreciate it for what it is and not what you thought it might be.

I look 4WARD to your feedback.

Keep Digging for Worms!

DR4WARD NEW BULLDOG TEACHING MARKETING AND ADVERTISING AT FERRIS STATE UNIVERSITY

2008-07-29T12:10:50-04:00

I have been told that I have the tenacity of a Bulldog. I have also been known to snore.
Now I am proud to say that I am officially a Bulldog. The Bulldog is the official mascot of Ferris State University where I will be teaching Marketing and Advertising in the College of Business as an Assistant Professor of Marketing.

One of the great things about Ferris is that unlike most universities, Ferris offers Marketing, Advertising, Public Relations, and Graphic Design in the College of Business, an innovative interdisciplinary approach supported by industry leaders.

Most universities have Archaic Academic Silos that house different majors in separate Academic divisions. For example - Advertising and Public Relations are in Schools of Communications, Graphic Design in the Art & Design Schools, and Marketing in the College of Business.

The original idea behind Academic Silos was an attempt to encourage a deeper understanding of a specialized subject. The actual result is that most university graduates have never been in a class with students from the other Academic Silos and are not prepared for interdisciplinary collaboration. For example: At too many universities, an Advertising student has never studied Marketing or been in a class with an Art student and vice-versa.

The fast-paced, competitive and rapidly changing world of Integrated Marketing Communications and 360 Degree Branding requires interdisciplinary collaboration. Web 2.0 technologies that harness interactive application tools, new forms of content creation / distribution, and continuous conversations through Social Networking are creating new models and fueling innovations that make Academic Silos obsolete.

I look forward to being part of the Bulldog family and the innovative interdisciplinary approach of the College of Business at Ferris State University.

I look 4Ward to your feedback.

Keep Digging For Worms!

CANNES LIONS EDUCATES AND INSPIRES MARKETING, ADVERTISING AND ART & DESIGN STUDENT DELEGATES AND PROFESSIONALS

2008-07-22T10:25:27-04:00

I hope you enjoyed the Alfred student guest author posts from Cannes Lions 2008 at DR4WARD.com and got taste of how busy and exciting it is at this must-attend international event.

Here is a link to a video interview with the Lions Daily News that I did on the education, training, and mentoring of student delegates and young professionals at Cannes Lions. To the left you will find the magazine article from the interview and a photo of our group in the Lions Daily News.

You can also view 2008 Festival Highlights / Video Clips to get a flavor. (Sorry - New users will have to get a password.)

Education and Continuous Learning
Cannes Lions is a global leader in educating and inspiring students and professionals. Students and young professionals have the Student Delegate Registration Option, the Young Lions Zone, Master Classes , and the Roger Hatchuel Academy to look forward to in addition to the seminars and workshops that the pros attend.

Where else can students and young professionals network with over 10,000 delegates from 90 countries and learn from the best strategic and creative marketers and advertisers in the world. The latest trends, topics, and tips are shared by leaders in thought and innovation in over 50 seminars and 25 interactive workshops from the top brands and agencies.

Professional Development
Professional Development is a requirement and important part of my success as a marketing educator preparing students for careers in industry. In this spirit of continuous learning and improvement some of the diverse Master Classes, Seminars and Workshops I attended were:

Creating Sustainable Green Marketing, Mobile Marketing Possibilities, Social Media and Interactive Digital, Sports Marketing, Culture Shock and Avoiding International Marketing Disasters, Cause Marketing /Social Responsibility, Improving the Creative Process, Diversity in Asian Marketing, New Models in Branded Entertainment, Exploring Russian Advertising, What Wins in the Streets of India and Music and Brand Marketing

Creative and Strategic Inspiration
Daily film screenings, exhibitions, Content Showcases, and galas/award ceremonies, celebrate the best strategic and creative marketing entered in a variety of competitive media categories and inspire students and professionals to what is possible. You can also view all of the Festival Winners (Sorry - New users will have to get a password).

The 2009 Cannes Lions Festival will take place from 21 to 27 June. I hope to see you there. I will be taking another group of students to Cannes Lions 2009 from a different university where I will be teaching Marketing, Advertising and Creativity.

Look for my next post to find about my new position and responsibilities after my move from New York to West Michigan.

I look 4-Ward to your feedback.

Keep Digging for Worms!

Cannes Lions & Roger Hatchuel Academy After Thoughts

2008-06-25T08:53:20-04:00

After Thoughts-

Cannes Lions & the Roger Hatchuel Academy were by far one of my greatest education experiences, and my experience there goes beyond just classrooms and lectures. It was a global social event for creatives; it was a mind blowing broadway show; it was a week long afternoon tea with masterminds of marketing and advertising; a big buffet of opportunity and it was full of fun.

Roger Hatchuel Academy was the most tiring and exciting week of my life. It was the 6th Roger Hatchuel Academy at the Cannes Lions International Advertising Festival. RHA was the biggest ever, 35 students from all around the world. At RHA, Advertising wasn't the only subject we learned, as we have been introduced to industry's masterminds, joined press conferences, discovered top secrets and were lead by brilliant creatives like Rick Boyko (the new dean) and Clive Challis. Rick is heading the up postgraduate course at VCU Brandcenter, and was in charge of all the creative output from Ogilvy & Mather. Clive is head of the advertising course at Central Saint martins in London.

Every day at Roger Hatchuel Academy was tiring and overloading. RHA started at 9:30 every morning and we attended non-stop seminars and discussion until 7pm. I didn't want to miss a thing there, weather it's classes in the morning or fun activities at night. Yes, I have definitely overloaded with what I have learned, and it lead me to a state of emptiness at the end. It will take me a while to digest what I have learned there, and it was a good thing for me to take notes for revisiting my memory.

Friendship were so easy to form in RHA in Cannes, it only happens in Cannes and I can hardly see it happening anywhere else. 35 of RHA students instantly became family on the second day. We used our energy to learn the culture difference and we pretty much grouped together like a multi-nation country. We share thoughts, ideas, or whatever anyone had in mind, and beside the skin color and appearance, we weren't different at all. I feel very much connected to all of the RHA mates, and enjoy the experience of meeting international students.

Roger Hatchuel Academy at Cannes has changed me. Before I came to Cannes, I thought I was good enough for myself, and ready to start up my own business and take over the country. After seeming so much talent and creative minds from all over the world, I have changed. I have been crashed and forced to be reborn from a new state of mind. I realized I wasn't getting ahead of anyone at all, but so much behind. I still yet have a long journey to go, and so many people to meet, I was glad I made this trip, the trip that refreshes me for even bigger challenges in the future.

Many thanks to friends from Roger Hatchuel, Alfred University, and Dr. William Ward.

-Scott Liao

Looking Back - How Cannes Lions Changed My Life

2008-06-25T08:41:19-04:00

It's been one day since I left beautiful Cannes and looking back I realized how much I learned. From the seminars about great storytelling to the workshops focusing on a interactive digital experience - Cannes Lions is the place where the creative world comes together to learn from one another. I learned about Ambient advertising, which I never thought of as one of the most effective strategies used by many agencies. Recent strategies like Creative Technology, examples such as Adaptive Media by Real Time Content or the Nike iD campaign by RGA/Nike, are quickly changing how companies create personal relationships with their consumers.

It's amazing to know that as technology evolves, so do the agencies. This whole experience has been incredibly surreal for me. Because of this experience, I am considering applying to VCU Brandcenter for a MBA in Creative Brand Management or Communications Strategy. The advertising world is evolving so rapidly that not taking advantage of the Cannes Lions student package is completely unacceptable. Rick Boyko's Master Class said it best, "The Industry is placing the burden of educating on academia." I strongly feel Universities would be completely disregarding education if they refuse to take part in an amazing experience such as the Cannes Lions. I have learned so much from this experience and I now aspire to become a multidisciplinary. I am now planning on attending the 2009 Cannes Lions because learning plays such an important role in my life. The Cannes Lions has given me a platform to start off on and continue to grow as an aspiring advertiser and marketer.

Until Cannes Lions '09,

It's been a pleasure...Cheers!

Irving Escobar

Reinventing the Art of Story Telling - Cannes Lions

2008-06-25T08:33:35-04:00

Day 5

Tatil Design (Workshop)
The first workshop I attended today was hosted by Frederico Gelli of Tatil Design. The workshop was titled "Designing Naturally." The workshop focused on one of the fastest growing trends this decade, being environmentally aware. Gelli spoke of the influence the environment has had on the projects Tatil takes on. One of the more important taken from the workshop was that "...Nature is the best place to find stimulation and perfect ideas for low impact solutions that maintain high sensorial [sic] impact." Tatil focused it's projects on creating products that gave consumers a positive outlook on the future, such as products that were eco-friendly. In order to create these products, Tatil evaluated them on a variety of different levels (Optimum, Cycles, and Interdependence) to create the perfect solution for their clients. They [Tatil] understand that optimizing the environment develops a strong relationship between consumers and clients that want to do good and reduce their carbon footprint.

Crispin Porter + Bogusky (Seminar)
The first seminar I attended today was hosted by Chuck Porter and Joe Pytka of Crispin Porter+Bogusky and Ajaz Ahmed of AQKA. The seminar was titled "All That Really Matters Is The Power of The Story. If You Are Focused on Anything Else - You Are Wasting Your Time and Resources." The main idea of the presentation focused around the core philosophy that technology is NOT the powerhouse behind effective advertising campaigns, in reality, it is the story that drives the campaign. The purpose of communications is to tell a compelling story. Several ideas that drive stories have been - "Ordinary People Who Become Heroes Make Good Stories," "A Little Shock Value Makes a Good Story," and "Practical Jokes Make Good Stories." One specific example that was shown to the audience was a fan favorite during the 2007 Superbowl. Click here for the video. As Pytka went on to say, "There is no learning without emotion," just as there is no brand recognition without efficient communications. And to the dismay of marketers, "No focus group in the history of the world has ever written a good story," as Pytka stated. Although the digital age has increased the means of how we [Advertisers] deliver our messages, it is not only about going digital - it's about telling great stories that'll leave lasting impressions.

Until next time,

Cheers!

Irving Escobar