廣告惹禍 百事控可口可樂詆譭 可樂廣告揶揄百事 稱佳得樂「漏」鈣鎂

(明報)4月15日 星期三 05:05

【明報專訊】百事與可口可樂    這對冤家宿敵，又將對簿公堂！運動飲料龍頭「佳得樂」（Gatorade）的生產商百事，周一入稟控告可口可樂，指可口可樂運動飲料Powerade的廣告，聲稱佳得樂「漏掉」鈣及鎂兩種關鍵電解質，涉及虛假誤導和詆譭。

百事周一向紐約    聯邦地區法院指出，可口可樂的Powerade ION4廣告，指佳得樂「漏掉」鈣及鎂兩種關鍵電解質，歪曲了現佔美國    運動飲料市場佔有率80%的佳得樂的功效，損害了佳得樂44年品牌聲譽。廣告中一個貼有「不足」標籤的半瓶佳得樂，與Powerade ION4的「大特寫」並列，又把多瓶佳得樂放在「不要買不夠料的運動飲料」的標語之下。

百事：飲料經測試證明 可樂：捍衛產品角色

有關廣告現正於印刷媒體及網站登出。百事要求法院禁止廣告繼續推出，特別是運動飲料的銷售旺季即將開始。起訴書指，Powerade ION4的鈣及鎂含量，僅達專家建議的成人日常攝取量的0.5%，沒證據顯示該飲品加入如此微量的物資後，對飲品的質素有改善。

百事的聲明道﹕「作為運動飲料龍頭的生產商，我們有責任確保消費者收到正確信息。沒有科學證據顯示，Powerade ION4比佳得樂優勝，Powerade只是有小量額外電解質而已。佳得樂是全球被研究得最多的飲料，亦是唯一飲料可通過逾40年科學測試，證明它能替運動員補充水分、增添電解質、為肌肉提供燃料。」

可口可樂發言人回應稱，公司充分支持自己的產品，並「準備捍衛Powerade為消費者提供補水功能的角色」。

早在06年，百事也曾投訴可口可樂的Powerade Option電視廣告，指其帶出Powerade比佳得樂優勝及更少卡路里的「不實信息」。廣告中兩名農民坐在載着乾草包的馬車上進行短程比賽，一輛馬車載着50包乾草，另一輛載着10包乾草，載重較少者輕易取勝，廣告跟着比較Powerade Option及佳得美，指前者只有10卡路里，後者卻有50卡路里。佳得樂指該廣告信息很明顯，「Powerade Option不但比佳得樂少卡路里，亦比佳得樂優勝，可令你跑得更快，但可口可樂不能證明這理論」。雙方最後庭外和解。

可口可樂已非首次被指產品廣告與事實不符。可口可樂旗下強化水飲料Vitaminwater去年推出廣告攻擊佳得樂，但美國民間組織「華盛頓    公眾利益關注中心」今年1月控告可口可樂，指Vitaminwater所聲稱的健康功效，與事實不符；澳洲    有組織本月初也要求可口可樂更改廣告，質疑有關廣告聲稱可口可樂不會引致肥胖及蛀牙，是「誤導消費者」。

Is that a strategy of promotion ??

Before his famous “political advertising” for Benetton, Kalman and his company M&Co created such at the behest of Florent Morellet, owner of the eponymous bistro in the meatpacking district.

The text on the page above reads:

“After the death of a close friend, and collaborator Larry Rosenberg, in 1987, after a prolonged struggle with AIDS (and a medical profession caught unawares), Kalman and Morellet produced a joint advertisement with the Society for the Right to Die, and, increasingly after this, Florent advertising and publicity became a vehicle for political messages. These included invitations to donate money or time to the homeless over Christmas, and an ad that ridiculed vice-president Dan Quayle for his spelling abilities.

‘I decided that if I was going to spend money on advertising I was going to do political advertising; it had to be more than saying my food is the best,’ says Morellet. ‘Having a social message was a way to feel that I was not wasting my money.’

Kalman: ‘Most things we did for Florent he liked, and when you have that relationship, you do great work, because it becomes your responsibility to make sure the ads work and that you respect the person who is trusting you. He did, however, reject our call to vote poster.’

Florent Morellet: ‘It was very stormy working with Tibor. I’m a pushy person and he’s a pushy person. We had a few fights about design. I was not the quiet client.... As for the Fuck Bush, Vote poster, there’s a limit to that. At the time everybody was saying ‘fuck’ every other word. It became boring, like ‘you see.’’

Scott Stowell (designer): ‘For three years I ate Florent food for lunch everyday except Friday. For a long time it was family style; we would have no idea what we were getting, so it might be roast chicken one day and huge tins of borscht the next. Once in a while we’d do an office party at the restaurant. That was the arrangement. They brought us food and we gave them ads, and everybody was happy.’”

Florent has a history of community engagement. In 2003, with preservationist Jo Hamilton, he helped earn landmark recognition for the Gansevoort Historic District.

The context of the Florent ads, arising from rage and personal loss, and even the barter arrangement, make the feel a lot less crass and gratuitously provocative than Kalman’s later work for Benetton.

See previous posts Half Empty on Tibor and Commodify Your Dissent on merchant politics.

百年電車 賣股求變

(星島)4月8日 星期三 06:30

(綜合報道)

(星島日報報道)陪伴港人逾一個世紀的香港電車，即將「易主」。九龍倉昨宣布將一半電車股權，以少於一億歐羅(十億港幣)作價出售予法國威立雅運輸(Veolia Transport)，並由威立雅營運和管理；威立雅並擁有九倉餘下一半的認購權。威立雅昨承諾接管後，不會改動電車外觀和設計，以保留港人集體文化；又強調暫無計畫增加票價。九倉指出售電車股權，並不是因為無錢賺，而是要引入富經驗的國際運輸公司，進一步拓展電車業務。

　　在港島行駛逾百年的「叮叮」，由九倉集團在七四年購入經營至今，昨日正式將一半股權出售予「威立雅運輸」，雙方簽訂協議，以各佔一半合作經營。九龍倉董事易志明將退居董事局，電車營運和管理話事權交到威立雅手上。對於出售股權作價，易志明和威立雅交通集團行政總裁杜培洛都以商業秘密拒絕透露，只表示多於一千萬歐羅（一億港元），但少於一億歐羅（十億港幣）成交。

　　易志明說，一個月前已通知政府出售股權決定，但由於只是股權轉讓，根據《電車條例》不用行政會議審批。運輸及房屋局局長鄭汝樺 說，已要求電車公司保存電車傳統，包括外貌及設計，「新舊股東都向我們承諾，他們會很重視這方面，保存電車的傳統服務。」又說有機制監管電車票價變動，加價要得到行政會議通過，幅度亦要市民接受。

　　接替易志明出任電車公司董事總經理的夏睿德說，七百名員工受聘條件不變，暫無意加價，「調整票價方面，目前為止，我們只是剛開始參與，我們短期內沒有計畫改變。」而電車是本港重要歷史特有文化資產，杜培洛強調，主要改善電車管理和技術，不會改動電車外觀和設計，將來有任何改變，會先了解民意。

　　電車過去十一年沒有加價，仍維持兩元車費。易志明說，不是因為無錢賺而出售電車股權，「我們都沒有向政府申請加價，這次的合作不是因為無錢賺，亦不是因為自己無能力管理不想做。只是有一個這麼好資歷的夥伴，他有興趣加入，我們是歡迎。」易志明對電車業務極有信心，與威立雅商討兩年，認為對方值得「託付」，可提升服務水平，「合作理由正因為威立雅的履歷『擲地有聲』，世界上唔知邊度找一個好過佢！」

　　他指，去年票務收入有一億五千萬元，去年廣告收入不俗，有五千萬元。而電車在○六年之前的十年間，每年平均盈利只有二百萬元，到○七年急升至一千萬元，至去年盈利更高達三千多萬元。他指電車每日只有約二十四萬乘客人次，已屬不錯，去年十月起加密班次後，客量已增加百分之四點七。

　　至於九倉會否出售手上另一半股權，易志明承認當中有協議條款，但拒絕透露詳情。據了解，這個協議有一個行使年期，要雙方接受才可行使，如果威立雅想出售手上股權，九倉在某年期內亦有優先權。

　　同是九倉旗下的天星小輪，易志明說暫無計畫出售，亦無與任何人接洽，但又補充說做生意不會一世不變。

LV進軍香港藝術館 豈止手袋咁簡單

(明報)4月8日 星期三 05:05

【明報專訊】提到LV，港女雙眼發亮，內地客大解慳囊，但又有多少人說得出LV是有超過150年的歷史？各位LV迷，如不想被標籤為盲目追逐名牌的一群，可以考慮於下月到香港藝術館參觀LV藝術展，學多一點這個世界知名品牌的發展史。

繼全球第二大旗艦店落戶香港，渡海小輪都曾印上LV標誌，香港藝術館亦與LV（Louis Vuitton）合作舉辦《路易威登．創意情感》藝術展，由路易威登創意基金會帶來當代藝術珍藏，介紹LV百多年來的藝術創作及品牌發展。

展覽為「法國五月節」節目

康樂及文化事務署副署長鍾嶺海昨日出席展覽簽約儀式，他指展覽是首次於亞洲地區展出，亦是第17屆「法國五月藝術節」節目之一。LV亞太區總裁Jean-Baptise Debains在簽約儀式上說︰「香港是亞洲城市中心，充滿活力，吸引各國遊客旅遊，希望藝術展能與大眾分享品牌創作情感、品質堅持及創意等價值觀。」

展覽設於藝術館兩個展覽廳，分成兩部分，首部分由品牌創辦人路易威登的創作歷程開始，介紹產品及藝術收藏的重要，亦會展出多個古董行李箱及旅行袋，以及Marc Jacobs出任藝術總監後品牌注入當代藝術特色的演變過程。

第二部分由路易威登創意基金會介紹法國LV美術館的設計構思。負責建築物設計的Frank Gehry將來港，與另一名受邀的設計師村上隆，同於5月22日在香港藝術館舉行講座。

此外，藝術展的展品亦取材多名歐美及中國藝術家，包括Jean-Michael Basquiat、曹斐、楊福東，本地創作人如李傑、白雙全、梁志和等，亦會在展覽中展出多個裝置藝術及影片創作。香港藝術館總館長鄧海超預料，展覽將吸引12萬人次入場。

港產社交網 私隱掛帥 挑戰facebook 分享圈只供密友參加 重「深」不重「廣」

(明報)4月6日 星期一 09:55

【明報專訊】你有否試過進入陌生人的Facebook相簿，搜索你朋友的蹤迹？你又是否知道在這一刻，會否有人在看你的戶口資料？在你的Facebook戶口內，除非你有做好「保安」，否則全部「朋友」亦能看到你的最新動向。不想這樣？去年12月底正式啓用的港產社交網絡Thumbdive，正為關注私隱的你，提供一個暢所欲言的平台，但留言內容確保只有一小撮「圈內人」知道，令你可以在網絡上保留到一點點私隱。

有份參與開發Thumbdive平台的AirGini首席產品總監譚慧儀表示，Facebook最初開發時以大學生校園生活作基礎，以大量瀏覽材料娛樂用家，私隱處理相對次要，「Facebook 是橫向朋友圈，注重廣度，亦即朋友愈多愈好」。

針對iPhone用戶專業人士

她指，AirGini去年中決定要開發一個新社交平台，針對iPhone用戶及專業人士，邀請了居於美國    、北京    及香港的專業人士，做了一些深入訪談，發現不少長期使用Facebook、MySpace的用家，都認為難與朋友「交心」， 因為一放上網便人盡皆知，而且Facebook年資愈長，使用時間會相對減低，「有些人現只將它當成一個通訊錄！」

譚慧儀說，記得一位受訪者表示，自己準備應徵政府的專業職位，但是有些放在Facebook上的資料，讓人知道或會影響應徵，於是很想把東西剷走，才發現「一上網，就不能拎走」，令他十分煩惱。

她又分享另一個案，在美國一大學，有教授進行了一個「Facebook實驗」，就是開了一個戶口，嘗試將全大學的學生都加入成為朋友，經過一段時間，該教授竟然能在課堂上，說出每個學生有什麼朋友，曾在他們身上發生過的一些事，甚至連他們「死黨」的事都能說出，「這其實讓人知道，這些平台雖是方便，但對於私隱一定要有所警惕」。

內容只限圈內分享 方便深入交談

AirGini推出Thumbdive，提倡分享圈概念，讓用家可以按自己的意思及需要，邀請家人、朋友、同事到獨特的分享圈內，不是要「廣」，而是要「深」，讓大家可作深入的交談，因為圈內資訊包括網上更新及交談內容，只限圈內分享，讓私隱有保障，「那大家可以放心在網絡說話了！」她表示，去年12月在歐美及香港推出私人試用版（Private Beta）後，便立即被蘋果網站推薦為「員工之選」，相信6月正式推出公眾試用版後，會有更多人開始試用。

陈曾黄朱梅广告行

remember that I had read a book 十個廣告九個醜..

that was my  first time to read about advertising...

 

then,

在印刷行的律師行

印刷行在中環都爹利街, 是一條崛頭街; 律師行則在印刷行十五樓, 還有很多路可行。

這是一間很年青的廣告公司, 員工平均年齡只二十多歲, 但環境很老派, 裝修得像間律師樓, 公司叫陳曾黃朱梅, 跟胡關李羅同一調調, 律師行故名。

坐在釘飾真皮沙發上, 揚聲器隱隱傳來輕輕的老歌, 既真實存在, 又不影響談話。 這套音響, 全是中古真空管系統, 除了要花閑錢幾十萬, 還要有閑情。 據說, 單是為揚聲定位, 已經搞了好幾個月。 坐在我面前的, 就是律師行其中兩位領導, 陳大仁和曾錦程, 大家慣稱他們為Paul and KC。

身穿鮮紅英格蘭足球隊tracksuit的Paul, 永遠是發言人; 身旁穿著campus grey tee的KC, 則像我在奧美認識時一樣, 低調而慎言。

陳大仁話, 做大agency, 小心被人斬手斬腳, 意思是部門分工太細,工序的認識和投入度不夠深入, 一旦沒有了這些倚靠, 便會變成無腳蟛蜞。 典型的例子, 就是坐在他面前的我, 所以我創不了業。

四十出頭, 盛放之年, 放棄高薪厚職, 當然有他們的理想, 但這是一盤生意, 理想脫離不了現實。

霸王洗頭水升le變潮牌

Client: Earth Hour 

Agency: Leo Burnett, Sydney 

Executive Creative Director: Andy DiLallo, 

Jay Benjamin 

Art Director/Copywriter: Kieran Antill, 

Michael Canning 

Producer: Fiona Watson, 

Natasha Harrison 

Photographer: David Knight 

Tags

Australia, OOH

My Favourite Campaign (Online Voting)

Best of the Best - Use of Media

Best Branding Campaign

Gold
Campaign	Swarovski Sparkling Crystal Tunnel
Advertiser	Swarovski Hong Kong Limited
Media Agency	Swarovski Hong Kong Limited
Creative Agency	Swarovski Hong Kong Limited

Best Interactive Campaign

Gold       Campaign Nike T90 Campaign Advertiser Nike Media Agency Mindshare Hong Kong Limited Creative Agency McCann Worldgroup (Hong Kong)

Want to know more , http://www.jcdecaux.com.hk/bobawards/winnerlist.html

Google Uses Twitter to Sell Ads

Intuit Is First Marketer to Have Its Tweets Streamed Across AdSense Network

by Abbey Klaassen 

Published: April 02, 2009

NEW YORK (AdAge.com) -- Twitter may still be tweaking its own business model, but Google has found a way to use the popular microblogging service to sell ads.

When a user clicks on an ad from Google, it takes them to TurboTax's Twitter page.

The search giant has started offering marketers ad units that stream their five most recent "tweets" across the Google AdSense network. The first marketer to use the ad units is Intuit, whose TurboTax brand is trying to boost its Twitter followers. Intuit used several of the measures available for any AdSense campaign to target the ads, which are running on sites such as Bebo, Facebook, Hi5, MySpace and Alltop.

Not exactly a new concept
The concept of aggregating tweets and syndicating them on web pages isn't new, either, although it's more commonly seen on an individual's blog or other content-based websites than it is within paid-media placements. There are several widgets, blogging tools and independent third-party apps that can be placed on a website or blog to stream tweets organized by user, hashtag or keyword. Earlier this week, Glam Media launched an offering called Tinker.com, which lets advertisers buy ads around events or conversations. For examples, a retailer could buy all Twitter conversations around the Oscars, and those Twitter conversations -- along with the ad -- would show up on sites Glam Publisher Network.

The TurboTax ads are running during the last two weeks of tax season -- crunch time for tax-prep marketers. According to TNS Media Intelligence, Intuit's tax brand spends more than $100 million in 10 weeks. Intuit did not disclose how much it spent on this particular buy or whether the unit was sold at a premium ad rate.

TurboTax spokeswoman Colleen Gatlin mans the Twitter account, along with her public-relations team and Christine Morrison, social-marketing manager at the company. She considers them "enablers" -- they get people's questions to the folks who can provide answers. There are many reasons why the company is on Twitter, she said, but one big reason is that the microblogging site humanizes the brand.

Network effect
"We're raising awareness in the social community that we're here helping consumers," she said. "We make changes based on customer feedback, we're learning about the process."

Mr. Greenberg said he's still trying to work out exactly what a Twitter follower is worth from a marketing point of view, such as whether people have a greater propensity to become a customer when they're following a brand on Twitter or how valuable those customers are. But he's sure one of the advantages to the tool is its network effect.

"We're doing research about people who engage with us but also more interesting are their friends and followers," he said. "People can influence others in their own networks."

I believe that's truth and the network is changing our behavior . 

from: www.adage.com

P&G Settles Advertising Dispute With Rival Georgia-Pacific

Will Drop Claims That New Bounty Paper Towels Are Thicker

By Jack Neff 

Published: April 03, 2009

BATAVIA, Ohio (AdAge.com) -- Procter & Gamble Co. is discontinuing ads and packaging claims that its new Bounty towels have "25% thicker quilts" to settle a lawsuit by Georgia-Pacific Corp., maker of Brawny, which charged the new towels really aren't much thicker at all.

The new Bounty packaging no longer claims '25% thicker' towels.

The settlement comes just before a hearing that had been scheduled for Monday on G-P's motion for a preliminary injunction in U.S. District Court for the Northern District of Georgia. A spokeswoman for Georgia-Pacific said P&G had agreed to "stop making and selling Bounty towels" bearing the "25% thicker" claim as well as media, point-of-purchase and media advertising behind the improved product.

G-P is getting no compensation as part of the settlement, and P&G is not acknowledging any wrongdoing.

A P&G spokesman said Bounty already had planned to change the packaging artwork in August, according to industry standards limiting use of the claim a product is "new" after six months.

"However, we are accelerating this change as part of our mutual agreement with G-P, and the suit will be dismissed," the P&G spokesman said. He declined to comment on how claims on the new packaging and new advertising would be handled.

G-P had blasted the claim and ad campaign, from Publicis Worldwide, New York, in a complaint, claiming that regardless of the thickness of the "quilts," or indentations on the towels, tests of the new Bounty towels showed them to be at most 5% thicker than prior versions, with most no thicker at all.

In a brief supporting its motion for a preliminary injunction, G-P cited consumer tests indicating that 56% of potential paper-towel purchasers exposed to the Bounty packaging falsely believed that the towels themselves, not the quilts, were 25% thicker. The complaint cited a similar assumption found in a Wall Street Journal story in February.

According to G-P's complaint, "there are no substantiated performance benefits attributable to having 25% thicker quilts," though Bounty's TV ad promised it "cleans the mess with less."

From : www.adage.com

Crumpled Rumpled Paper Sofa!

Ok folks are you ready for some DIY class? Today I’m gonna teach you how to upholster a sofa. Oi, Chris Burns keep that darn thread away, and LT you don’t need your sewing machine for this. Takashi, you’ll do fine trust me on this one; just follow my instructions! Ready? Take some paper, crumple it a lot, now take your sticky glue and apply it to the back of the paper. CB…DON’T STICK THE PAPER TO YOUR COMP! Do it like how my star student Tokujin Yoshioka has done, stick the paper one by one on the sofa! Simple!

Designer: Tokujin Yoshioka for Moroso

Advertising Agency: Storåkers McCann, Stockholm, Sweden
Art Directors: Patrik Reuterskiöld, Mitte Blomqvist
Copywriters: Martin Johanssen, Björn Hjalmar
Illustrators: Ylva Krantz, Patrik Reuterskiöld
Photographer: B-smart
Other additional credits: Nico Paredes, Ylva Krantz, Malin almqvist, Tove Dreiman
Published: December 2008

Product Category
Furniture & Objects
Designer
Jurgen Bey
Weight
144.00
Material
3 bronze casts of chair backs 
Size
various sizes (set of 3)
Year
1999

A fallen tree can serve as a seat. The addition of bronze classical chair backs makes it a proper piece of furniture, a crossing between nature and culture. Jurgen Bey makes clear that it is ridiculous to transport trees when they are locally available. Therefore only the chair backs are for sale.

from ; droog

Advertising Agency: Leo Burnett Lisbon, Portugal
Creative Director: Chacho Puebla
Art Director: Luciana Cani
Copywriter: Pedro Ribeiro
Account director: Paula Lopes
Account executive: Raquel Pinheiro
Released: January 2009

Study shows in-game advertising more effective than TV

by Staff, Brand Republic 26-Mar-09, 12:25

LOS ANGELES - In-game advertising is found to be more effective than TV marketing, delivering a 500% increase in consumer brand awareness, according to a new study.

Preliminary results from the Online Video Advertising Effectiveness study, conducted by NeoEdge Networks -- an in-game advertising network -- found that online gaming provides "substantially better performance and consumer perception than traditional TV advertising"

.

The study was conducted with market research firm Frank Magid Associates and advertiser Zappos.com.

In the study, gamers were intercepted with a survey request after game play, which showed one of ten different online ad scenarios, which varied the number, frequency and kind of ads seen.

According to Vicki Cohen, executive vice-president with Frank Magid Associates, the preliminary results show that gamers showed five times more unaided brand awareness where a game included Zappos.com pre, mid and post-roll advertising.

Cohen said: "Over 80% correctly linked Zappos.com as the advertiser who allowed them to play the game for free. And 56% had a more favourable impression of Zappos.com because of their in-game advertising trade-off for free game play."

NeoEdge Networks said the results indicate gamers see, hear and remember brands at a higher level during game play: "traditional TV advertising, due to the medium, just can't deliver these results."

Over 2,000 consumers have participated in the study so far and over one million ad impressions have been used. The study is expected to conclude March 31.

In related news, a study released by Nielsen PreView found that Americans now spend more time playing video games than they do watching the CW television network, which airs shows such as 'America's Next Top Model', 'Gossip Girl', '90210', 'Smallville' and 'Supernatural'.

Console game usage accounted for 64bn minutes in December in the US, according to the National People Meter survey.

Only four other outlets scored more minutes, though not named, are presumed to be major networks NBC, Fox, ABC and CBS.

The study concluded that networks should not feel threatened by the findings, as video game players are also avid consumers of television programming.

From :www.brandrepublic.com

Mike Chu is one of the famous person in our industry. Although he was left , he still live in our memory. I remember that when I saw his work , I was about 8 years old on TV.  

     -----不在乎天长地久，只在乎曾经拥有-----

I believe that no one haven't heard or saw this Ads. It makes romantic became a tidal culture in 90s. Actually I don't understand the meaning when I  saw it , because of I was just a child. I always heard around me , so I got a deep impression.I realize the meaning  When I growth up .

Mike的生活至爱

创意来自灵感，灵感来自生活。创意人需要灵感，更需要生活。

Mike的工作里充满着生活的元素，他是一个热爱生活的人，他对生活里的每一个生命都充满着感情，因此，他对生活既随意也讲究，他懂得品味生活中的每一个细节，并将那些他热爱的东西，发挥得淋漓尽致。

而Mike 只要喜欢一样东西，就会全情投入，并追求它的最高境界

1989年The Ball Partnership 在全世界300多家国际广告公司中脱颖而出，被美国《广告时代－Advertising Age》杂誌评定为全球最具创意广告公司亚军。Mike此时也是广告界的传奇人物了

From : www.adkungfu.com

youtube 's power 美少年上載短片成功「代父搵工」

美國失業率持續創新高，要覓得工作談何容易，佛羅里達州一名充滿商業頭腦的14歲少年，卻另闢途徑，窺準YouTube網站無遠弗屆的影響力，自拍短片，希望為剛剛失業的父親謀取一工半職。短片上載到YouTube後，網民反應熱烈，吸引近6萬人點擊觀看，結果其父親收到多個面試邀請，要忙於見工。

這名「代父搵工」的孝順少年名叫賓.格萊特（Ben Gullet），他的父親馬克.格萊特（Mark Gullet）原本是國家曲棍球聯盟（NHL）坦帕灣閃電隊（Tampa Bay Lightning Team ）的市場推廣部副總裁，但於本月12日被裁，加入失業大軍行列。

事實上，馬克早已叫兒子要作好心理準備，因為全美有多達數以百萬計人失業。不過，賓卻毫不氣餒，決定自拍短片，名為「Mark By Ben」，一於代父親求職。

在短片中，賓手拿著多張自製大字卡，上面寫了自我介照的告白，敘述父親正在失業，又簡介父親的履歷。片段長約3分鐘，賓不發一言，只是一張接一張地展示大字卡內容，包括盛讚父親聰明、具創造力及勤奮等，並附上電郵地址。

這段別出心裁的代父求職短片於本月中旬上載不足24小時，便吸引逾800名網民觀看，到了周一，點擊人數更接近6萬人。

結果馬克收到不少面試邀請，令他本周要忙於見工。

(星島)3月24日 星期二 15:35

Have you see it?

金融海嘯令百業艱難，但危中也有機，有公共交通營辦商就看準市場需求，研究開闢新的廣告源頭，推出「發光巴士」車身廣告和的士「影像廣告」，預料分別未來兩個月全面推出，逆市闖新天。

化學物發光如熒光棒

經營本港4間巴士公司車身廣告的Buspak，總經理黎開雲接受訪問時表示，金融海嘯令公司生意受影響，收入約下跌一兩成，但仍決定推出「發光巴士」計劃，令暗啞的傳統巴士車身廣告，變成發光廣告板，望能逆市創商機。

2月起已有6輛「發光巴士」在過海路線行駛。黎開雲表示，巴士車身發光廣告以冷光技術代替發光二極管（LED），以免光度太強影響其他駕駛者；冷光技術以化學品發光，光線會較柔和不刺眼，「感覺和熒光棒接近」。

現時測試中的廣告為一個樓盤廣告，樓盤字樣為白光，而標誌則是彩色，他表示，測試將為期3個月，預計到5月，其他發光巴士就能正式生產。

Buspak銷售總監馮偉基就指出，將來會考    慮以燈箱的形式，在部分巴士車身永久放置發光裝置，每次只更換表面字樣，以符合環保原則，及減低成本。

現時在巴士落廣告，價錢一般介乎數萬至百萬元（見另稿），發光巴士的成本則約比一般廣告再高兩成，故費用也較高。但馮稱他們的目標是高檔顧客，「如賣鑽石、珠寶的客，亦都會想產品廣告發光」，現時已有不少顧客對計劃感興趣。

運輸訂約束條文禁閃動

運輸署    發言人回應表示，計劃屬試驗性質，設有約束條文，如廣告的形狀、照明及顏色等，不可與交通標誌等混淆；不可閃動或令人目眩；不可設置電視顯示屏幕；及不可影響駕駛人士的注意力。當局希望，新措施可令巴士公司賺取非票務收入，減低票價壓力。

香港汽車工業學會會長李耀培指出，道路廣告不應分散駕駛者集中力，但現時本港的道路法例並無就車身廣告設立獨特規定，「變成是逐個個案審批」，他建議，面對日漸增加的道路廣告，當局可考慮清晰立法。

現時在外國，不少巴士都會在車身掛上屏幕播放廣告，黎開雲坦承，本港巴士有同類設施的可能性很小，「一來法例不容許；二來熒光幕太重、太厚，廣告費亦可能很高」。

(明報)3月23日 星期一 05:10

 

                                 we have created this free guide to shed some light on the subject of brand; what it is, how it works and how you can use it to help improve your business.

What do we mean by the word ‘brand’?

The words brand and branding are thrown around liberally by all sorts of people in different contexts and with different meanings in mind, so it may help to start by asking ‘what exactly is a brand?’

The simplest answer is that a brand is a set of associations that a person (or group of people) makes with a company, product, service, individual or organisation. These associations may be intentional – that is, they may be actively promoted via marketing and corporate identity, for example – or they may be outside the company’s control. For example, a poor press review for a new product might ‘harm’ the product manufacturer’s overall brand by placing negative associations in people’s minds.

To illustrate the idea, let’s take what is arguably the best-known product – or brand – in the world: Coca-Cola.

In a 2007 survey of the value of global brands by branding agency Interbrand, Coca-Cola’s brand equity was valued at US$65.3bn, just under half the company’s true market value.

 

So what are these all-powerful associations? For Coca-Cola, typical perceptions might be that it is the original coke drink (‘The Real Thing’), that its recipe is secret and unsurpassed, that it’s all-American or maybe global, that it’s youthful, energetic, refreshing and so on. Visual associations might include the unmistakable red and white logo and corporate colours, or the unique shape and tint of the original glass bottles.

from: www.designcouncil.org.uk