Birth Order

What order are you? According to the Minneapolis Star Tribune, I, as an only child, am a quiet achiever, strategic thinker and in love, have trouble with conflict. Fairly true, at least more true compared to the Oldest, Middle, and Youngest definitions.

I wonder if there's a book about birth order and business? I.e., "How to Be Successful as an Only Child", "Leading a Brand as a Middle Child".

Monkeys and Social Communication Tactics

Weird news of the day: 1) Monkeys wash themselves in their own urine. (I was not aware of this. Am I the only one?) 2) Recent research suggests that monkeys do not engage in this behavior for previously thought reasons., i.e. body temperature regulation or climbing aid. It is now thought that monkey urine-washing is connected to social communication. Read here.

Researchers observed capuchin monkeys in captivity for 10 months and recorded their daily urination habits. (What a fun job.) They noticed an interesting link between urination and moments of attention-seeking.

"Alpha males, for example, doubled their urine washing rates when being solicited by females. The researchers think this might be how males encourage females to continue paying attention once they've started. "

"And in 87% of fights or aggressive incidents, the loser of the battle washed in urine."

I think I'll stick with the casual smile when I see a potential date out and about...

Planners and Thinkers, Let's Help NASA Out!

Apparently NASA has dropped their latest slogan, which only just released internally, was “NASA explores for answers that power our future.” Loretta Hidalgo Whitesides at Wired wonders if we, the people, can come up with something better. Oh, Loretta, I'm sure we can.

NASA's slogan is a bit pathetic. It doesn't get me going, there's no zing, and no excitement in that statement. Should their slogan be about NASA specifically? We know NASA is about exploration and that they aim to discover things that will benefit us, but it can probably be said in a more inspiring way.

Part of NASA's marketing idea is reflected in their blue triangle, which represents the idea that “Innovation + Inspiration + Discovery = Future.” With this in mind, what will people come up with?

Wired has put out the challenge for anyone to come up with a slogan and will reward the winner with the space DVD of their choice. Enter your ideas here.

MySpace Launches Fashion Channel

A week ago, social networking site MySpace launched the MySpace Fashion Channel. Somewhat similar to MySpace's devoted mini-communities for music, this new initiative aims to create a new community for fashion lovers. Features include:

1. The Fit - video diaries which give viewers a taste of a celebrity's closet or "fashion lives". The first piece features a French girl-rockers The Plasticines. Next up, actress/singer Hilary Duff and Pete Wentz from Fall Out Boy.
2. Featured designer - information on (what appears to be at the moment) up-and-coming designers which link to their MySpace.
3. Featured profile - more information on the celebrities in The Fit. This also links to their MySpace.
4. InStyle fashion feed - The print and online style magazine has partnered with MySpace to offer users a fashion frenzy feed via InStyle's site. This is called InStyle News.
5. MySpace Muse - Culled from "Who What Wear Daily", certain trendsetters will be chosen and featured here.

The value for MySpace Fashion Channel?

1. The opportunity for designers to receive direct feedback and potentially attract new fans. This is especially important for the up-and-coming designers. However, when I clicked on this week's designer, I was disappointed to see a dull MySpace. His MySpace does show his designs, but there's no bio and nowhere that I can see that tells me where I can find his product. So there was a big disconnect for me.
2. The director of strategic partnerships for MySpace says it gives designers a direct line of communication to the consumer...[and that] direct line of communication is vitally important to fashion brands at a time where consumers crave a personal connection with designers and labels." Great, but again, if a designer doesn't take the time to tell his audience who he is, what inspires him, what his vision is, etc. and fails to communicate buying options, how is this connecting with the consumer?
3. If MySpace Fashion proves popular (how will this be determined? site visits, growth in group members for designers/celebrities featured?), they could be seen as cool again, giving a core set of fashion fans something to rally around and want to experience over and over. Building MySpace beyond a general social networking site where people can keep in touch with one another (and stalk) is smart and strategic if they want to stay relevant with consumers.

However, I see a few potential trouble spots with what MySpace is trying to do:

1. Minimal true fashion content

• As mentioned earlier, this week's designer says zilch about himself or his apparel.
• The Plasticines don't say anything about fashion, except in the video clip for NYLON studios. Even then, all we see is a lame stylist asking each band member what she likes and he stands there going "uh huh, that'd look cute, ok try it on." Stylist? My mom could have done better.
• Why not shoot each girl in her favorite outfit and show us that? Better yet, tell us where we can buy it, or get pieces like it.

2. Technical Details Need Tweaks

• The first Fashion Video features Paris Hilton (prompted eye-rolling here) and the clip was crappy. I don't think it's my laptop (I have a Mac) or my connection (wi-fi). The clip was dark, splotchy and the audio wasn't consistent.
• The InStyle News requires users to scroll up/down and left/right in order to view the content within the box. Users can click to InStyle's site, but even so, something as small as this design inconvenience can quickly deter from a completely user-friendly experience, not to mention a crisp-looking site.
• When I click on Taida, the current MySpace Muse, I'm linked to WhoWhatWearDaily.com's MySpace. If I'm told to "click here" for more info. on Taida, why am I not getting it? Again, disconnect.

3. Who is their ideal target?

MySpace will feature streaming video and recaps on New York's Fashion Week later this month. Kinda cool, because if you really love fashion, you want the behind-the-scenes experience. All kinds of designers will be at NYFW - unknowns, perennial faves, those who are more Barneys and those who are more Fred Segal.

• Does MySpace Fashion plan on featuring complete fashion newcomers, hot-at-the-moments (Juicy Couture), young & hip (Stella McCartney), or classic & expensive (Narciso Rodriguez)?
• Who does MySpace envision they'll attract? Do they want to be like People, Marie Claire, or are they aiming more for TeenVogue, but slightly more accessible? Or, none of the above?

I think MySpace could be going in the right direction, or at least they're heading in the general area. I'll be interested to hear about their successes, or user experience feedback, once this takes off and has time to connect with MySpacers.

Second Life Film Bought by HBO

Building upon the buzz that surrounds Second Life, HBO has purchased a documentary that was made entirely within Second Life. The film focuses on an avatar Molotov Alva, who goes about the virtual world and learns about the "complex social interactions that take place within Second Life."

The documentary, "Molotov's Dispatches in Search of the Creator: A Second Life Odyssey" was not created by a Second Lifer. Well, that is not to say that director Douglas Gayeton does not have an avatar on Second Life, but he does have credible experience, having worked with Spike Jonze. HBO plans to submit the film for Academy Award consideration. They see it competing in the "animated short-subject" category.

Big brands have already begun setting up Second Life partnerships and experiences, so how far can advertisers spread themselves across the bridge of reality and virtual reality? Will interactive strategies bring more users to Second Life, or will brands attract new audiences through Second Life?

And why couldn't HBO submit this under just plain "documentary"? Yes, Second Life physically exists online and so, in the virtual world, but with all the partnering and future strategies no doubt lined up with advertisers, isn't it almost reality because its story is bleeding into it [reality]? At least, the experience seems like it would eventually blur into reality. (Ah, the line, the line! Is there one?)

Porsche North America Chooses New Agency Over Carmichael

Carmichael Lynch, Minneapolis ad shop, has lost one of their biggest clients, Porsche North America. I can only imagine the crying going on there this week. I'm actually sad for them.

Porsche North America has awarded Cramer-Krasselt in Chicago creative and media for its $40 million account. Despite the loss, Carmichael will still work on a project for Porsche throughout the first quarter of 2008.

Apparently Porsche saw more potential for innovative communications in C-K. What does that mean for Carmichael?

(Side note, will C-K be one of the agencies we meet during Miami Ad School's Agency Exposure the week of Sept. 24? Wait and see...)

Golden Jigsaw, Interactive Puzzle

Here's yet another fascinating example of interactive marketing that has the power to draw people in so they actually experience something, rather than just observe a brand's online presence (i.e. visiting a site, playing a game, or signing up for updates).

Actually, it's a "first" according to PRBuzz.com.

Check out the Golden Jigsaw. It's an interactive game where players put together a puzzle by solving clues and finding pieces on various websites. The 1st person to put it together wins $1 mil. Strategic idea to get traffic from users advertisers wouldn't normally see.