Liz Wiltsie

What Matters Now

Seth Godin worked with some really talented people to compile an e-book entitled, What Matters Now. Take a look at his post about it here, and a list of the authors here. I’ve also uploaded it so you can download it here.

In the spirit of this work here is my list of the things that I think matter now:

Believe – in yourself, in others, in the capacity for goodness and change
Laugh – with your soul, until your face hurts and you’re crying your eyes out
Apologize – and mean it
Forgive – even long standing wrongs
Empower – everyone you can
Be Scared – at least once a day, maybe more
Authenticity – be true to your core beliefs, personally and professionally
Grace – forgive your own mistakes
Learn – something new, be better tomorrow than you were today
Move – in a direction, fail forward

What are yours?

Brilliance on the Internet

Here’s another set of articles and videos that I’ve found worth sharing.

Google Wave confused me to no end. I’ve had my invite for a while, but didn’t really have the time to deal with figuring it out. I had a minute and I came across this video by Epipheo Studios (@epipheo). They do some brilliant work and I’m excited to keep up with them.

Stuff I’ve Learned at Microsoft by Sriram Krishnan has super useful insight for all businesses and businesses people. Well written and insightful.

Seth Godin discusses what brands are in today’s society in a very accessible and useful way with define:Brand by Seth Godin (@thisissethsblog)

My Own Tiger’s Tale by Matthew E. May (@matthewemay). Matthew E. May is one of my favorite writers these days. I like this discussion of the pursuit of perfection.

Product Placement vs. Product Integration

Last night on Twitter, Derek Kompare (@d_kompare) posed the question:

“Hey tweeps: is it still called “product placement” or do all the cool kids say “product integration”? Thanks.”

I responded by saying Product Placement stands out (often badly) and Product Integration is much more organic and subtle.  I also said I would look into more examples this morning.  So I’ve realized that I gave the idealistic definition of Product Integration.

Technically, Product Integration involves characters taking about a product within the show/film.  Check out these articles for thoughts and examples that way, NYTimes from 2006 and an example of Coke in American Idol.

All that being said, I would like to put out my definition of Product Integration.  A well done product integration helps a brand stick out in our minds and compels us to buy/use a product or service.  It is barely mentioned or shown, but its impact on the story is real.

My favorite example is the NetJets integration in the Liam Neeson film Taken.  The story revolves around Neeson’s character’s daughter (Kim) being taken from an apartment and Neeson’s whirlwind journey to get her back within 96 hours.  He goes to tell Kim’s mother and step-father that she’s been taken.  And the conversation continues as follows (not exact):

Step-Father: What can I do to help?

Dad: You have a NetJets membership.  Get me a plane to Paris.

The next scene is Neeson riding in a private plane listening to his daughter’s voice as she was taken.  The point of this scene is a father and his single minded quest.  But the underlying message is that he wouldn’t have gotten there in time without using this service.  There is never a logo, or even another mention.

I could argue that the entire film Fever Pitch is product integration.  It is 2 hours of Red Sox placement.  And that movie is one of my favorite romantic comedies.

Another example is music placement on popular shows like Grey’s Anatomy, Private Practice, or One Tree Hill.  The music becomes another character (per the music supervisor’s design).  At the end of each of these shows, it tells us that music by these artists is available on iTunes.  Grey’s and Private Practice also have music guides on their websites.  I have bought a fair amount of music because it was very artfully done.

In contrast, Product Placement is obvious, annoying, and a real turnoff.  Although articles point to the Coca-Cola cups on the judges’ table for American Idol as an example of product integration.  I see this as product placement at its worst.  I know Coca-Cola is a sponsor of American Idol, but it just makes me want to throw something.  There is no organic purpose for those labelled cups to be there.

So, do you agree with my differentiation?  Or do you think it should be something else?  What are your favorite examples?

Strategically Brilliant Ad

In an age of pop-up blockers and DVR it takes a lot to make me watch an ad on TV.  It takes even more to remember it, and still more to want to buy.

The Etrade Baby makes me laugh, but it doesn’t make me want to buy.

I saw a Dawn commercial the other day that made me want to go out and buy Dawn soap.

This commercial pairs the familiar image of animals slicked black with oil with the power of Dawn to fight grease.  Throughout the commercial we see hands gently cleaning fragile (and super cute) animals.  At the end, the animals are clean and fuzzy and we hear that Dawn will donate $1 for every bottle bought.  There aren’t just animals for the sake of it, they serve a real purpose.  This is a great example of excellent creative in the service of spot-on strategy.