Welcome To The Decade Of Games

Game dynamics are fast becoming a critical currency of motivation. Their power lies not in connecting us to our friends, but in directly influencing our individual behaviour. More and more of these dynamics are being cleverly leveraged in real-world scenarios to influence your behavior. Smart companies will take this time to look at their product portfolios and community behaviors through the lens of game dynamics.

For those of you still trying to wrap your head around the meteoric rise of social networking over the past decade, this post might hurt a little bit. Because just as you and most of the world were getting a handle on it, the decade of social abruptly ended.

I don't mean that we will stop using Facebook, Twitter, YouTube and Flickr to share with our friends, colleagues and families. In fact, quite the opposite is true, our combined usage of these social networks will continue to increase. Rather, the decade of constructing the social layer is complete. The frameworks that we'll use to share socially are built, defined and controlled. Construction on the social layer ended with the launch of Facebook's Open Graph protocols over the last several months. All the interesting social stuff that will occur over the next decade (and there'll be lots, I'm sure), will exist within this predefined framework built and controlled by Facebook. In short, the decade of social is over.

What's taking its place? The decade of games.

When you hear games, you probably immediately think about things like World of WarCraft, the Nintendo Wii and Farmville. And while those are huge (and will get even bigger) I'm talking about the underlying game dynamics that are the core building blocks of those games. And in this decade of games, these game dynamics will move far beyond your computer screen and into decidedly non-game like environments, like the way we court customers, engage with others at work, discover where to hang out on Saturday nights and what, when and how we choose to purchase. More and more of these dynamics are being cleverly leveraged in real-world scenarios to influence your behavior. While the last decade was all about connections and integrating a social fabric to every facet of our digital and analog existence, this next decade is all about influence.

Game dynamics are fast becoming a critical currency of motivation. Their power lies not in connecting us to our friends, but in directly influencing our individual behavior.

The decade of games is starting now because cultural and technological shifts have led us to a perfect convergence of reach, relevance and demand. We're able to reach people anywhere at any time thanks to the powerful mobile devices that now travel everywhere we go. Facebook's Open Graph enables us to provide relevance to anyone with instant access to the social graph of connections. And there's the demand. Traditional forms of entertainment (movies, television... remember books?) are in a rapid decline. The demand for entertainment hasn't decreased, it's just shifted to a more interactive, pervasive form of entertainment. It's shifting to games.

I've been playing games for at least half of my life (granted, I'm only 21) but that's still a long time. And, I'm currently the Chief Ninja (that's the non-game company equivalent of CEO) of SCVNGR, aGoogle Ventures backed mobile gaming company. Needless to say, I tend to think of life as a giant game. A somewhat poorly designed for sure, but one big game nevertheless. I enjoy watching how game dynamics subtly, often invisibly, influence almost everything that everyone does.

At SCVNGR, we've been able to examine the statistical effects of introducing game dynamics into situations that are decidedly not games. We've seen simple game dynamics increase traffic to locations 4X over a matter of days. We've seen others extend the average amount of engaged time consumers spend at a business by upwards of 40%. This propagation of game dynamics into the real world via the social graph and mobile devices will have powerful business consequences for those who understand how to leverage them.

At SCVNGR we like to joke that with any seven game dynamics you can get anyone to do anything. So with that, I'll present three of our favorites here:

The Appointment Dynamic

The appointment dynamic is a famous game mechanic in which to succeed a "player" must return at a predefined time to take a predetermined action. It's simple and immensely powerful.

The appointment dynamic is powerful enough to alter the behavior of an entire generation — "happy hours" are appointment dynamics, as is the pervasive game "Farmville" by Zynga. But we've barely scratched the surface of what it can do. Imagine companies like Vitality leveraging this dynamic to improve the adherence rate to often less-than-pleasant medicinal regimens, or the government creating a large scale game (with financial incentives as rewards) to alter traffic patterns to decrease highway congestion in the mornings.

The Progression Dynamic

In the progression dynamic, a "player's" level of success is displayed in real-time and gradually improved through the completion of granular tasks. Somewhere deep-rooted in the human psyche we have this desire to complete any progression dynamic put in front of us as long as the steps to do so are itemized and clear. With this as a known dynamic, it's not hard to envision the ways that this can be leveraged even further in the real-world.

The canonical "game" example of the progression dynamic exists in Blizzard's World of WarCraft, the most popular immersive online game with over 11 million monthly players. In WoW players follow a well-defined progression dynamic as they level-up from a weak paladin level 1 to an unbelievably powerful paladin level 60 by completing missions and tasks.

But like most game dynamics, real-world implementations of this mechanic are not hard to find. Coffee shops regularly use this dynamic with their "buy nine cups of coffee and your 10th is free" cards. Next time you log into LinkedIn, check out how complete your profile is. If you're one of the lucky ones who's figured out how to have a complete LinkedIn profile, then you've won this specific game, but for the rest of us, you'll see a now familiar looking progression dynamic, urging us to take a couple more steps to move that blue progress bar from the left edge of the screen to the right.

Communal Discovery

Communal discovery is a mechanic which involves an entire community working together to solve a problem. The reason I've saved the communal discovery dynamic for last is that it, perhaps more than all others, presents incredible opportunities to positively influence the world as we enter this decade of games.

In an effort to illustrate the immense data-collection power of the now mature social layer (and incidentally the burgeoning game layer), DARPA launched a challenge late last year. They hid 10 red balloons at different locations all across the continental United States and offered $40,000 to the first team to correctly identify their locations. The winning team (a group from MIT) constructed a strategy that in many ways mirrored a pyramid scheme. It was a cleverly constructed waterfall of incentives that encouraged massive cooperation. Essentially everyone to give them data about any balloon's location won some portion of the prize money based on how many other people also submitted the location of that balloon. This created positive communal incentives across what rapidly became a large and self-propagating network. Their strategy managed to accurately identify all locations in less than 9 hours.

This communal discovery mechanic is immensely powerful and, as DARPA so elegantly displayed, can be used to solve immensely difficult problems in record time.

These are just three out of a myriad of game dynamics that will act as the core building blocks used to construct the game layer over the next couple years. We're right at the beginning of this decade of games and so now is the time for everyone to learn about these game dynamics and discover new ones. Smart companies will take this time to look at their product portfolios and community behaviors through the lens of game dynamics. Where could you employ progression or appointment dynamics on the existing social graph or through mobile to encourage upsells or repeat visits? The time is now to map out your game dynamic strategy. The more people that help in the construction of these frameworks, the better they will be. So, go play some games. Then start building.

Source - Harvard Business Review

LBS – Foursquare & Facebook Places

Insights from the internal, Dino Demopolous sheds some light on the differences in location based services provided by Facebook & Foursquare. Through the exploration of people and places the present and the future, Dino provides some interesting thoughts on the future of “checking in”.

I have been thinking about Facebook Places over the past couple of days. Though I have yet to try it since it has not been made available in Canada, I am interested to see how it differs from Foursquare. Or, more accurately, how I will use it differently, how brands might use it differently and how it might co exist with Foursquare.

In my mind, I find it useful to view location based services and what they offer through two distinct lenses. The first is, of course, the lens of PEOPLE that use these services. The second is the PLACES themselves, the actual locations in which we check in. Sure, it is an obvious distinction, but here is how I see some of the implications when we think of these two lenses as they apply to what is happening NOW versus what has happened in the past, or THEN. In other words, how do these services play out in how they deliver value right now, in real time, and how does that differ from how value accrues over time? And how is that different for people and places?

Here is my rudimentary chart:

I. Places, Now

This is the data that is made available in real time about what is currently popping at a given location. It is the basic role of Foursquare, as far as Places are concerned; animating the present. How many people are right here, right now at this place? Think of, say, a bar or club, and in many ways this is pretty obvious, people have been doing it with text messages or by telephone for ages. I know that as a DJ this is a behaviour that we saw evolve through the medieval ages (the 1990s, as people would rifle off text messages to their friends upon walking in the club to let them know if the party was happening.

Of course, the present is most definitely vital to location based services, but it is far from everything. Making use of the real time information that is being provided is a huge benefit for places, especially commercial places, but it is different than the long term breadth and depth of information and data that location services can provided. More on that below, but Yelp is just one starting point as an example.

2. Places, Then

I think of this as the layers of meaning attached to locations over time. Yes, much of this can be, and is, commercial in nature. Things like loyalty programs, CRM type stuff. Huge for business. But I think it is quite telling that the example used by one of the Facebook developers when Places was launched was of a beach that you were at, and discovered that this was the place where your parents had their first kiss. How sweet!

This hints at the long term project and goal that transcends the present, commercial or otherwise, and is the beginning of an underlying digital archive of information and meaning attached to physical locations, or places. I should say, it is a beginning, instead of the beginning. There is a lot of interesting work being done by the folks at Bing Maps, for instance, to develop rich layers of meaning on city maps. But given the sheer size of Facebook, this project can take off in a very natural, mass way, by making it part of the regular social stuff we share with friends.

So, in contrast to Foursquares game mechanic driven focus on what is going onnow, I think Places strength will be in building meaning over time for locations. This is a lofty goal, but as long as the behaviour of checking in becomes adopted and second nature, it will happen given the sheer size of Facebook. Here is how Augie Ray from Forrester put it,

Soon, the local restaurant or hiking trail may have as rich a personality as do the people on Facebook, not because everyone has visited but because your friends have. And in the end, isn’t that what we really care about? Not who is mayor of our local coffee shop, but what our friends did, said, and liked when they were there before us

3. People, Now

When Foursquare launched, it was described as one part social city guide, one part mobile friend finder. For users, the mobile friend finder is exactly the benefit of real time location data. Knowing that your buddies are drinking at the bar around the corner from where you are right now is compelling, and at its best, this is where Foursquare and the other services shine. It is why unlocking badges is such an important engine to the game. And though you are encouraged to leave tips or reviews for your friends or others about places, it really is one of the lesser used functions. The focus is on the now, the game and collecting badges. Indeed, the whole idea of the resetting leaderboard underscores the inherent temporal logic of Foursquare.

4. People, Then

This is where Facebook has the biggest opportunity. The goal is to make checking in and the social relevance of location on par with the many other social behaviours and interactions we already share on Facebook, like tagging each other in pictures or posting on each others wall.

This is from the Facebook Places page:

If you're already using Places, it's like you checked in yourself without having to do a thing. If you're not using Places yet, it's just like being mentioned in a status update.

Putting the check in in the wider context of social behaviours we are already familiar with will be a huge accomplishment if they can pull it off, and if we actually adopt it as users, because we will have the potential of seeing a lot of rich meaning emerge over time for how we relate with places in the real world. This can be incredibly relevant to our friends and network.

Part of this relevance will be in the now, so that we know where are friends are in real time, but in contrast to Foursquare, that relevance will also grow and emerge over time as it is woven in to the fabric of our social behaviours. Or, as the clever Facebook put it, the where joins with the who, what, when. Smart.

Thinking back to that first kiss on the beach example provided by the Facebook developer, it is worth noting that he intended it to show how Places will be meaningful twenty years down the road, as we develop the shared social history of location awareness with our friends and network.

With respect to brands and commercial applications, I think that Facebook might have got it right this time around. Instead of jamming an intrusive and strange interaction down our throat, like Beacon, it is banking on first socializing the check in among users so that it becomes second nature. I suspect that they are purposely waiting to roll out commercial applications because job one is to acclimatize Facebook users to using location features and discovering the many ways that they can deliver value, over time, in ways that go beyond just collecting loyalty points or a free latte.

Source - Chroma

Five Ways Big Brands Are Using Foursquare

Unlike other more mainstream social networks, the business potential of Foursquare may not be immediately apparent. At present, the location-based network is less about conversations and resource sharing, and more about tying your social activities to physical places.

For brick-and-mortar businesses, a Foursquare strategy makes a lot of sense. But what about brand promotion in general, say in the entertainment or publishing worlds? With Foursquare, it’s not about linking users back to your site or products, but creating a new location-based product that has value for fans and followers. Here’s how five big brands are attempting to connect location to their online social presences.

1. Recommendations with Personality: Bravo

In the television industry, Bravo was one of the first networks to get on board with Foursquare, and 50,000 of its fans have followed so far. The network’s programming is a mix of food, fashion, and reality drama, and the TV personalities and hosts that viewers love are the ones making recommendations on Foursquare. Restaurant, shopping, and hotel suggestions reinforce Bravo’s image as a network of culture experts, and the personalities who leave tips through the brand add that bit of personal flavor or sass that draws viewers to the shows in the first place. Fans don’t follow for Bravo per se; they’re following to see where Top Chefs andMillionaire Matchmakers spend their time in New York and LA.

2. Restaurant Reviews: Zagat

If there was ever a brand made for Foursquare, Zagat is it. The 30+ year-old publication is the go-to guide for restaurant and hotel reviews, and their embrace of numerous social media channels is noteworthy. Zagat uses Foursquare the way many individual users do — by leaving food-related tips about locations. And Zagat is not city-specific. You’ll find foodie tips from Los Angeles, to New York, to Cambridge, MA. Zagat’s Foursquare account is an obvious way to reinforce everything the brand is known for, and perhaps tap into a new demographic of diners who may be reluctant to carry around a paperback guide in addition to their smartphones.

3. Celebrity Sway: MTV

While we may not yet live in a world where celebrities want fans to know their locations in real-time, filtering their favorite places through an over-arching brand is a good start. Fans can keep tabs on the favorite haunts of stars from Jersey Shore and The Hills, driving the social connection to these personalities beyond the TV and into The Real World (pun intended). Not only can users see where the stars have been, but what they did, enjoyed, and recommend. And there’s always the possibility that visiting a bar frequented by a celeb increases your chances of meeting him or her. That aspect is certainly part of MTV’s Foursquare appeal.

4. Urban Exploration: New York Magazine

New York Magazine uses Foursquare to drive home its coverage of city-specific culture. This account is about much more than just food. It targets the social New Yorker with tips on retail stores, bars, and public spaces. The tips not only offer details on pricing and goings-on, but provide links back to the magazine’s website for deeper coverage. In this regard, New York Magazines’ approach to Foursquare is akin to the Twitter strategy of many publishers, with the added value of location.

5. Edutainment: The History Channel

Staff at The History Channel know what their viewers are into — it’s fairly obvious, given the namesake. So while Foursquare doesn’t offer much in terms of driving traffic to a program or website, locations are fostering an interesting kind of brand engagement here.

The account leaves tips at various sites, including interesting historical background on the locations. It’s trivia, but with a real-world and educational context. For instance, did you know that the Wabasha Street Caves in St. Paul, MN are man-made sandstone mines that date back to the 1840s, and were opened as a restaurant and night club in the 1920s?

This is a clever use of indirect marketing. The History Channel doesn’t have to promote its shows or link back to content to remind fans why they enjoy the programming. More than 47,000 followers are already enjoying the historical tips left by the account, since its launch in April.

Conclusion

The trouble with emerging networks like Foursquare is that users and big brands alike are having difficulty sticking with it. In all of the examples above, you can see that brand representatives jumped into the checkin game with vigor early on, but eventually updated the accounts less and less — some have not added tips for months. For now, location services are still an ancillary part of many social media strategies, but they won’t be forever. Many predict that when cultural acceptance, mainstream social integration, and business value finally coincide, location sharing will be as common and natural as updating your Facebook status. When it happens, will your brand be ready?

Source - Mashable

The Internet & Inanimate Objects

The relationship between the possessions we value and the narratives behind them is unmistakable – the snow globe from Niagara Falls, our faded Gap T-Shirt from two summers ago. Current technologies of connection, and enterprises that take advantage of them, surface this idea in new ways — but they also suggest the many different kinds of stories, information and data that objects can, or will, tell us. The research shows that goods that have an attached story sell faster than those without. Can we say, “once upon a time….”

Ask anybody about the most meaningful object he owns, and you’re sure to get a story — this old trunk belonged to Grandpa, we bought that tacky coffee mug on our honeymoon, and so on. The relationship between the possessions we value and the narratives behind them is unmistakable. Current technologies of connection, and enterprises that take advantage of them, surface this idea in new ways — but they also suggest the many different kinds of stories, information and data that objects can, or will, tell us.

A project called Totem, financed by a grant from the Research Councils U.K., concentrates on the narratives of thing-owners. The basic concept is that users can write up (or record) the story of, say, a chess trophy or a silver bracelet and upload it to TalesofThings.com. Slap on a sticker with a newfangled bar code, and anybody with a properly equipped smartphone can scan the object and learn that the trophy was won in a 2007 tournament in Paris and that the bracelet was a gift purchased in Lisbon. In May, Totem researchers worked with an Oxfam thrift store in Manchester, recording stories by stuff-donors, for a spinoff project called RememberMe. Shoppers could hear short back stories for about 60 pieces of secondhand merchandise. The used goods with stories were swiftly snapped up, says Chris Speed, who teaches at the Edinburgh College of Art and is the principal researcher at Totem: “You pick up these banal objects, and if it has a story, as soon as you hear it, it becomes something far richer.”

A second outfit, called Itizen, based in Minneapolis, also uses a tell-and-tag approach. Dori Graff, whose background is in marketing, and her co-founders became interested in how brands were using new forms of bar codes and the like in various creative ways and also noticed that, in their personal lives, they were doing more sharing and swapping of clothes and other items. So why not match that up with the tracking technology? “Our big superlofty goal would be to influence a shift in how people view their possessions,” Graff says, because a thing’s story makes it more valuable and less disposable.

Most Itizen stories are still, like Totem’s tales, more like anecdotes than real narratives. But some Itizen users have been employing the service to tell stories of object creation — a clothing designer, a bike messenger-bag maker and others are attaching to things the story of how they were made or by whom. The ArtCrank Poster Show in Portland, Ore., next month, for instance, will have Itizen tags on the various bicycle-themed artworks sold there. The next narrative twist would be, more or less, a customer buying the thing.

A third entrant in the object-story field, StickyBits, distributed 300,000 of its custom tags at a technology conference earlier this year, assuming that people would put them on particularly meaningful or interesting possessions. But its app can also be used to link content to an existing bar code. “People were scanning Coke cans and jars of peanut butter or A.1. steak sauce,” says Seth Goldstein, a StickyBits founder. Goldstein theorizes that the motive was the same “microboredom” that inclines users of mobile check-in apps to announce that they’ve arrived at Chili’s — except that users could broadcast not just where they were but also what objects were around them. Some do use StickyBits to communicate something specific to people they know, but many essentially use it as a media platform. Not surprisingly, StickyBits has begun to work with the likes of PepsiCo Inc. and Campbell’s to devise promotional campaigns that take place via bar code.

Under that scenario, things are being linked to a story not so much in the form of narrative as of cumulative data. The continuum moves even further in the direction of raw information when you consider what tech experts call the “Internet of things” — more and more stuff produced with sensors and tags and emitting readable data. ReadWriteWeb pointed out that the number of objects (digital picture frames, GPS devices) added to the networks of AT&T and Verizon in the previous quarter was greater than the number of new human subscribers. Imagine, the site suggested, future bulletins on your Facebook feed like “Your toaster is using more electricity than it should be.” We appear to be inching toward a concept advanced in 2004 by the writer Bruce Sterling, who hypothesized objects he called “spimes” — embedded with technologies that carry, collect and communicate data — becoming “the protagonist of a documented process.”

As more objects have more to say, the question becomes what we want to hear, and from what. Which brings me back to this old trunk I have that belonged to my grandfather. He died before I could know him, so there is much about the thing I will never learn. Still, I have carted it around the country for more than 20 years and consider it one of my most (personally) valuable possessions. That’s not despite its muteness, but because of it. Sometimes the best narratives about objects are the ones we can only imagine.

Source - NYT

Seeing The Forest From The Trees

We read a lot about the rush to do something ‘on’ the next tech phenomenon - do something on Facebook, have a presence on Twitter or (yes, still) launch a viral marketing campaign. But there is precious little conversation about the impact technology is having long-term on culture, and how this might challenge some of the assumptions we have built marketing programs on for the last few decades.

Pick up any of the trade papers or read any of the marketing blogs recently and you’re likely to notice Amara’s law at work: “we invariably overestimate the short-term impact of new technologies while underestimating their long-term effects”. We read a lot about the rush to do something ‘on’ the next tech phenomenon - do something on Facebook, have a presence on Twitter or (yes, still) launch a viral marketing campaign. But there is precious little conversation about the impact technology is having long-term on culture, and how this might challenge some of the assumptions we have built marketing programs on for the last few decades.

While I would never be foolish enough to claim any ability to predict the future, I think there are four interesting signs of where marketing may be heading.

1. Brands will be built on cultural and social missions, not commercial propositions

Marketing historically has been obsessed with the concept of positioning – how you are different to your competitors in your category. Increasingly, great brands are realizing that people don’t see categories and don’t obsess about them. What actually matters is having a point of view on the world, a cultural mission to ask people to rally around. You can begin to see this come to life in marketing ideas like Dove’s ‘Campaign For Real Beauty’ and, more importantly, embedded into the very DNA of businesses. Howies, a UK clothing brand is a great example. As its founder Dave Hieatt said, “We’re not trying to sell things. We are trying to make people think about stuff.” That belief (make people think about the world around them) is self-evident in everything from the materials they use to their design to their catalogues to store design.

2. Marketing will be about what you do, not what you say

Marketing has for far too long been built on the notion of saying things at people, rather than doing things for or with people. Great marketing will increasingly be about what you do, not what you say. And that means that rather than being a silo within a business, marketing needs to be an ethos pervasive throughout an organization. Great marketing ideas today and in the future are as likely to be ideas that ‘live’ in operations (think Zappos unannounced upgrade to overnight shipping or Amazon’s one-click shopping), retail design (handheld registers in Apple stores to cut down queues and increase staff/customer interaction) or HR (the Zappos culture book).

3. Lots of little ideas, not one big idea

The future of marketing lies in breaking the tyranny of the big idea for two reasons.
First, we must remember that while marketing (and brands) exist for a commercial purpose, they live in a cultural space. And culture is far richer, deeper, complex and nuanced than 99.9% of marketing. Marketing will be more culturally interesting if it is made up of lots of coherent ideas than repeating consistently one idea.
Second, given our inability to predict the future (despite the fortunes spent on research) it makes much more sense to start lots of fires to see what takes hold and place lots of small bets, rather than putting everything on black 35. We need to think about investing lots of small bets, learning from them and then scaling up behind the ideas that seem to be working. (It’s worth noting that this has been made practical by the fact that the internet is reducing the cost of failure to almost zero).

4. People first

Marketing in the future will be about putting people first. This may sound ridiculously obvious, but too often marketing is about convincing people how great you are rather than working out what people are interested in and working out how you might be able to help or add value.

A great example of this was the Tate Tracks campaign created by Fallon London for the Tate Modern gallery. They needed to increase the number of under-25s visiting the gallery and quickly realized that the conventions of gallery marketing – show the art on display – was unlikely to change behavior. So instead they thought about what this audience were passionate about – music – and created a campaign around art inspiring new, exclusive music.

So, there are four signs of where I think marketing may be heading. If I had to sum it up I think the future lies in realizing that creating cultural value will create commercial value. Whatever the future may bring, it’s certainly an exciting time to be in the industry.

Source - The Talent Zoo

Resuscitating The Microsite

Microsites are lame and outdated or are they? The microsite originated as the marketers’ gateway to the online environment however many people feel they’ve failed to keep up with the evolution of the Internet. Discover a few tips on how to revive the relevance of your microsite for today’s savvier and more demanding online audience.

If there’s one type of headline that gets attention—it’s about claiming the death of something. Well, I’d like to proclaim the “un-dead” nature of a format which I think has the potential to become something more powerful than we are currently seeing today.

The Micro-site first became adopted by the marketing community as a tool of convenience. It simply became too unwieldy to continue adding sections to our large company/product Websites every time we wanted to promote a new product, feature or service. And specifically for advertisers—well, they needed an online extension for their campaigns to live in the digital space.

And so the formula had begun. Launch a campaign, build a micro-site, buy online media to drive traffic to it. Everything was in it’s place—advertisers now had a presence on the Web, clients were happy about it and the big money was still being pumped into the traditional channels because that’s how it’s always been done. In the past year lots of us have had a grand ol time proclaiming the death of the micro-site, and with some validity. Fact is that the internet is littered with thousands of them, and the majority are either promotional in nature, designed to win awards vs. serving up value or simply provide no incentive to ever return to them. On top of that, most of the micro-sites I come across are difficult to use, take WAY too much time to load, crash my browser or use contrived marketing language written by professionals who have spent years perfecting their craft.

The reason micro-sites have come under fire is because the “amateurs” have provided more compelling experiences in many ways. Sorry, it’s true. If you Google a product name, it’s not uncommon to come across a blog which has reviewed that product and is ranked higher than the professionally produced micro-site. How do you think Engadget became so wildly popular? Still, I think the micro-site format has legs. Here’s why and here’s what we can do differently.

Analyze Digital Behavior
Where I see the opportunity for micro-sites lies behind simple human behavior in the digital space. Think about how the typical person interacts with digital media. My friends and family outside of the industry still send me links via e-mail. Simple copy and paste—the lowest barrier there is. Most “regular” people I know still bookmark WEB PAGES. They aren’t managing multiple feeds, readers and social bookmarks like I do. I am not a representative of mainstream digital behavior. I don’t have numbers to back this up, but going on intuition and personal experience, I’m fairly confident that this is the case. Think about how you use the Web. For all the talk about mobility, widgets and portability my guess is that you still spend a lot of time on simple, good old fashioned hypertext WEB PAGES. Micro-sites have lost some luster not because of the format, but because marketers and everyday people don’t often think alike.

We the people are looking for something we can use, and instead get a lot of bells and whistles which don’t reward us for our time.

Offer Content, Context, Connections
Next we have to ask ourselves why formats like blogs, social networks and other manifestations of emerging digital media have become so popular. Blogs look nothing like micro-sites. BUT, what they have in common is the delivery. Web pages—pages that can be bookmarked and e-mailed among other things. And they offer niche content, lots of links and of course the ability for people to talk back. Long form content is the new design language—I have become a convert. Debating the above-the-fold argument is a moot point—we should start channeling our energy into debating how we can provide VALUE to users who are clearly getting it elsewhere. I propose that we breathe new life into the micro-site format by fundamentally re-thinking it. Look at the visual above this post. What if micro-sites evolved into content heavy, long form Web Pages that aggregated not only your own content, but content from any place you could think of? Instead of being concerned about linking away from the “site”—that would be one of the primary objectives. I’ve found through my own experience in social networks that if you link to others and do the legwork of curating relevant content that people remember this, and guess what? They actually come back for more! Micro-sites can deliver this, simply because the format consists of Web pages and links. We’ve just over-engineered the whole enchilada.

Develop A Content Strategy of Distribution + Aggregation
Take a look at Lenovo’s Voices of the Olympic Games. The content actually lives across multiple platforms—and it’s all about content. Producing it quickly, updating it, uploading it via the popular networks which fuel the long tail. It looks nothing like a micro-site but if you break down the components, it’s still a Web Page, or at least that’s one of the main components. The core difference is content and distribution, Traditional micro-site thinking has marketers writing the copy, designers and developers building the site and a launch date followed by a maintenance plan. But if micro-sites begin to evolve into more “blog-like” experiences, they can quickly be launched, edited, refreshed, and have all the flexibility in the world to pull in the open source 3rd party applications which are pervasive on the Web. Events can be live streamed, photo galleries can live on Flickr, video galleries, on You Tube. And there’s a tremendous opportunity to actually embrace users who are generating their own content about your products. You can make them the star—and they’ll probably link back to you in return. The difference isn’t in the technology as much as it is in the mindset. In order to pull this off, we’ll need to think more like bloggers, uploaders, journalists and mash-up artists than marketers, copywriters and designers. Take a look at what 37 Signals does when they live stream video—it take very little production value to achieve this and the result is a sort of direct engagement which users on the Web are craving.

Ask "What’s Next"?
Like anything else, what I’m proposing isn’t a silver bullet, and it would take big mindset shift for many organizations to pull this off. But, it’s worth looking into. I recently came across a micro-site for HP featuring Shaun White, and not being the demographic I really can’t judge if the site experience makes sense, but I did notice one thing. The site had clearly embraced a more “2.0” approach by offering multiple social bookmarks. But if you actually bookmarked a video, returned to your link, it took you to the first page of the micro-site where you are greeted by Shaun’s talking/dancing avatar. You have to dig up the video all over again. I’m not a 20-something but I have a hunch this would piss them off. But I don’t blame the format—if that video was worth sharing, a simple URL could have sufficed. Better yet, getting involved in the comments about it would take things a step further. It’s probably a good time to re-think what the experience of a Web page can be—I think the simple format has a lot of potential, if we just look at things with fresh, new eyes.

Source - Marketing Strategy & Innovation Blog

QR Codes - Object Hyperlinking

With the oncoming proliferation of 3G technology is only a matter of time before QR codes are ubiquitous in North America. Think of QR codes as an evolution of the bar code. Small, square, and strangely geometric, they appear in magazines, on signs, buses or just about anywhere. With the proper software on a camera phone, consumers can take a photo of a QR code and receive an array of information about a product, company, event etc. Be sure to check out some of the examples.

Object hyperlinking is the practice of linking physical objects to online information. One common way to do this is through an interface called Qr code - which we spoke last week. Qr code is a two dimensional bar code that when scanned with a compatible camera phone, will link to any URL on the web.

p8t.ch is now offering a geek fashion accessory they call the “Commando Nerd Patch”. It’s a Qr coded patch you can place anywhere as a way for people to access your website, or anything else on the web you would want to link to. Like a physical TinyURL p8t.ch links to your URL through their server.

This fictional conversation from the p8t.ch website will explain:

THEM: “Excuse me! Your ideas are intriguing to me and I wish to subscribe to your newsletter.”

YOU: “Wonderful! Simply scan the p8tch on my shoulder.”

THEM: [scans the p8tch: BEEP!] “Thank you, I have just subscribed to your RSS feed in Google Reader.”

BRAND EXAMPLE

ANOTHER EXAMPLE

Homegrown Evolution points us to an interesting adaptation of QR bar codes in Japan. Bar codes are being affixed to produce that give a detailed history of the item’s origin. When scanned with a QR enabled cell phone, the code will tell the story of the fruits and veggies - where they came from, and how they were grown.

Wireless Watch Japan reports:

“Prefectural authorities and the JA Ibaraki Prefecture Central Union of Agricultural Cooperative cooperating with other farming and agricultural associations are adding QR code labels right at the point of origin. In the supermarket, consumers use camera equipped cell phones to scan the QR code on the label. The code links to a mobile website detailing origin, soil composition, organic fertilizer content percentage (as opposed to chemical), use of pesticides and herbicides and even the name of the farm it was grown on. Consumers can also access the same information over the Ibaraki Agricultural Produce Net website by inputting a numbered code on each label.”

All Sourced from PSFK

Sign Of The Times

Is the zeitgeist of a generation affected by the communication channels of its time? Just think of the benefits of an iphone over a carrier pigeon! Extreme examples aside, the following link illustrates differences in communication among more recent generations.

Boomers had it pretty simple back in their youth. Want to connect with your friends? Write them a letter, give them a call or go and see them.

Gen X-ers had a little more fun. They could’ve emailed each other over 28.8 or used their pagers to send 1-sentence messages back and forth.

Here’s what Generation Y uses to stay in touch.

To an outsider, it can be a confusing to understand how Gen Y uses those channels just to talk to each other. After all, Boomers just had three channels and they made friends just fine.

To put things in context, here’s what my communication habits are like and how I use the above.

Looking at that chart makes me envy my father’s generation. They didn’t have to worry about drunk texts. Or having personal information all over the internet.

Source - The Marketing Student

Playing In The Clouds

A tag cloud or word cloud is a visual depiction of tags or words that appear within a website or text document. It's an example of illustrating data in a visual format. (Yes your marketing plan can be transformed into a thing of beauty). Tag clouds are typically listed alphabetically with the importance and relative popularity of individual tags expressed with font size or colour. Here's a widget that allows you to make your own tag clouds with any text document or website -simply copy and paste the text in and the website does all the work.

Source - Wordle

The Future Of Mobile Technology

The cell phone has gone from a four pound luxury good to a hand held tool/entertainment device that few leave home without. The evolution is far from over. The following are twelve applications you can expect to see on your mobile phone in the near future. Have you considered how you brand can exist in a mobile environment?

With the new iPhone SDK, it's just a matter of time before we see a wave of new applications. We expect a lot of popular web 2.0 apps to offer an iPhone version. Native Twitter, Facebook and Flickr clients for iPhone will run faster than their in-browser versions and will take advantage of the impressive Apple UI libraries. But there is an entirely new breed of applications also coming to iPhone. These apps simply would not be possible without a device like iPhone.

The major theme of this new wave of apps will be blending of the physical and digital worlds, using iPhone as the bridge. In this post we take a look at what's coming.

1. Reality Tagging

Tagging reality is not new, but will be much better done with iPhone. Here's how it will work. You take a picture of a landmark, then comment and add tags. The phone will automatically geo-tag it and send the picture to a photo sharing service on the Web. Now anyone in the world can find your picture by exact geo location, or by its tags. Reality tagging will be like a distributed Google Earth, but for pictures.

2. People Tagging

Even better than tagging landmarks, you will be able to use iPhone to tag people. You can already take a picture and assign it to a contact. It is just a matter of time before these pictures will available to a search engine. Doing it on the phone will be quick and fun. In a couple of years the problem that we described in this post will go away.

3. Reality Recognition

Reality recognition will be fueled by reality tagging and advanced image recognition. Imagine going on a hike and coming across a tree that you have not seen before. You will point iPhone at the tree and instantly a Wikipedia page about it will load. Or imagine that it's your first time in New York City. You point an iPhone at the Chrysler building (because you think that it is the Empire State Building) and again information about the landmark will be paged to your iPhone.

4. Physical Social Networks

Today's social networks exist on the internet, but mobile technology is going to bring it to the physical world. You will be able to walk into a restaurant, open up your iPhone and see a list of your friends who have been to the place. You can flip through their comments and ratings, share comments on the menu - all from the palm of your hand. Similarly, standing next to a painting in the Louvre, you will be able to instantly find out what your friends thought of it. Looking at this broadly, as we discussed in this post, advances in mobile computing enable us to overlay the digital on top of our physical world.

5. Personalized Travel Guides

Travel is one of the most fun things we do in life and one of the most innovative businesses. People love tours and tour guides who tell them about the landmarks and history of new places. Now imagine having personalized tours of any location of the world available. With the touch of a button, information about your current location will appear in your hand. Even better, the tours will be custom tailored to you, since software will know your tastes and travel preferences.

6. Digital and Physical Treasure Hunt

Travel is fun, but not as much fun as games. With the latest spike in social games, we are sure to see interesting activity in mobile games as well. And with the iPhone, we will be able to play games that take place in both the physical and digital worlds. The clues will be scattered over the Internet and cities such as NYC. With your iPhone you can navigate your way through this fun physical and mental challenge, showing off your knowledge of the web and NYC.

7. Distributed Mobile Games

Casual gaming is especially on the rise these days, fueled by social networks. Applying this model to mobile devices is particularly interesting since it enables people to tap into, not web-based, but fully-fledged 3D games - anywhere. The possibilities range from setting the mood of a game based on the surroundings, to connecting players based on geo location. And even without tying the games to the physical world, the fact that people can tap into the network at any time is game changing (pardon the pun).

8. Credit Card and Biometrics as Software

The business world is also going to benefit from mobile innovation. Soon credit cards will become software. You will walk into a store and to pay, you simply choose a credit card button. The iPhone will communicate securely with the cash register in the store, via Blue Tooth or Wi-Fi. The safety of the transaction will be ensured via biometrics. For example, a clerk in the store might ask you to place a randomly selected finger onto the screen of your iPhone to verify that the phone belongs to you (assuming that all phones are securely initiated in the store and may not be reset).

9. Paperless Receipts & Digital Business Cards

We wrote here last week about the coming demise of paper as a transport medium. Among the things we discussed was the end of receipts. Even today some companies are switching to email receipts, but devices like iPhone now make it possible to manage all receipts in a digital format. You will get a receipt of your purchase on your screen via Bluetooth or Wifi. It will also be emailed to you and backed up to remote store. The advantage to having it on the phone is that if you want to return it, you can simply bring it up and beam it back to the clerk's computer.

Another piece of paper that is coming to an end is the business card. More and more people connect via LinkedIn these days, but they still exchange business cards when they meet. Palm did a good job early on of solving this problem - the business card could be beamed between the two devices. iPhone is likely to bring the digital business card exchange back in fashion and even make it big. This generation of software will automatically add the cards to contacts and connect the two of you on LinkedIn.

10. Medical records as Software

The medical industry uses the most advanced software when it comes to diagnostics, but also uses the most outdated ones when it comes to record keeping. Having your medical history available on the mobile phone will be a great way to enable all of your doctors and pharmacies to better communicate around your health. Because medical records are still mostly in paper, often doctors are not aware of all the treatments and drugs that a patient is taking. Having a simple, portable way to move your medical history around would make things much simpler.

11. Physical Browsing & Digital Shopping

The last two applications have to do with shopping. The first one is browsing things in the physical world and instantly buying them online. The experience of browsing books on Barnes and Nobles is different; and for most of us is superior than browsing on Amazon. But prices are better online, so we typically end up taking notes and then buying online. With iPhone it will be possible to take a picture of a book in the store and have it immediately appear in your Amazon shopping cart. The same can apply to many things, including clothing, houseware, etc.

12. Location/time-based deals

If you were be open to it, stores would love to compete for your business. If you are about to buy a camera at BestBuy and there is a Circuit City near by, they would be willing to win your business by bidding a lower price. Imagine pointing the phone to a camera and getting instant bids from neighborhood stores. Sure you can do this now online, but a lot of people still buy the old fashioned way - by first holding the thing in their hands.

Conclusion

The applications that we have discussed are very exciting and will change the way we do things. If you look carefully at each of the 12 apps above, you can see bigger trends among them. The first group is applications that mesh together the physical and digital worlds. The main benefit is that it enhances the physical experience by overlaying digital smarts.

The second group is games - always part of our culture and games evolve, adapt and re-invent themselves with new technologies.

Then comes the group of applications that aims to improve things we carry around. Credit and business cards, receipts and even medical records are on track to become software.

The last group of applications is focused on innovation in shopping. Interesting opportunities will arise from combining the best of both physical and digital shopping experiences.

And now please think about the applications that you would love to see on your iPhone and share your ideas with us.

Source - ReadWriteWeb

What Is This Twitter You Speak Of?

You've heard of MySpace, you're probably on Facebook but you haven't got the time to keep up with all of the social networking tools. Another tool which has grown in popularity over the last year is called Twitter. Some consider it a blessing; others don't see what all the fuss is about. Whether you find it useful or not, it's understanding the environment that counts.

In case you can't quite figure out how to explain the use of Twitter, the CommonCraft folks have come up with a two minute explanation. Would love to see one of these from a corporate and/or marketing point of view ;)

Source - Servant of Chaos

Lunchtime Is The New Primetime

Once again the internet is changing the way we interact with traditional media channels. This time your television is the victim. As this article highlights, people are beginning to watch more "television" programs on their computers during lunch break and work hours. The good news is this trend can be advantageous for marketers on a number of fronts. Is it time to rethink your media buy?

In cubicles across the country, lunchtime has become the new prime time, as workers click aside their spreadsheets to watch videos on YouTube, news highlights on CNN.com or other Web offerings.

The trend — part of a broader phenomenon known as video snacking — is turning into a growth business for news and media companies, which are feeding the lunch crowd more fresh content.

In some offices, workers coordinate their midday Web-watching schedules, the better to shout out punch lines to one another across rows of desks. Some people gravitate to sites where they can reliably find Webcasts of a certain length — say, a three-minute political wrap-up — to minimize both their mouse clicks and the sandwich crumbs that wind up in the keyboard.

“Go take a walk around your office” at lunchtime, said Alan Wurtzel, head of research for NBC. “Out of 20 people, I’m going to guarantee that 5 are going to be on some sort of site that is not work-related.”

The midday spike in Web traffic is not a new phenomenon, but media companies have started responding in a meaningful way over the last year. They are creating new shows, timing the posts to coincide with hunger pangs. And they are rejiggering the way they sell advertising online, recognizing that noontime programs can command a premium.

In 2007, a growing number of local television stations, including WNCN in Raleigh, N.C., and WCMH in Columbus, Ohio, began producing noon programming exclusively for the Web. Among newspapers, The Virginian-Pilot of Norfolk, Va., and The Ventura County Star in California started posting videos at lunchtime that have young journalists as hosts and are meant to appeal to 18- to 34-year-old audiences.

The trend has swept across large as well as small independent sites. Yahoo’s daily best-of-the-Web segment, called The 9 and sponsored by Pepsi, is produced every morning in time for lunch. At MyDamnChannel.com, a showcase for offbeat videos, programmers have been instructed to promote new videos around noon, right when the two-hour traffic spike starts.

“Based on the traffic I’m seeing,” said Miguel Monteverde, executive director of AOL Video, “our nation’s productivity is in question.”

From an apartment in Greenwich Village, Rob Millis and Will Coghlan are hosts and producers of a three-minute daily Webcast, Political Lunch, done around 10 a.m., followed by an hour and a half of editing, in time for uploading just before noon. Political Lunch, which was introduced in September and appears on several Web sites, is viewed 10,000 to 20,000 times a week, with a peak in traffic from 1 to 3 p.m.

“It’s an Internet version of appointment viewing,” Mr. Millis said.

One man who takes his midday video schedule seriously is Jason Spitz, a merchandise manager for a major record label in Los Angeles. He trades links to videos with his friends all day — usually low-budget sketch comedy bits from FunnyOrDie.com or CollegeHumor.com — and stockpiles them to watch during lunch breaks. He and his colleagues like to look at the same videos at the same time from their separate desks, turning the routine into a communal activity.

“The clips are shorter than a full 30-minute TV show, so we can cram several small bites of entertainment into one lunch break,” Mr. Spitz said. “The funniest moments usually become inside jokes among my co-workers.”

Noah Lehmann-Haupt, the founder of an upscale car rental company in New York, said that video snacking on short clips is “a good excuse to stay at my desk during lunch, which I prefer since it keeps the momentum of the day going.” He often watches segments from “The Daily Show,” now that Comedy Central has put eight years’ worth of episodes online for free viewing.

Plus, the format leaves both hands free to consume the day’s takeout meal. “I can’t exactly surf while eating, and it’s healthy to step away from e-mails and work for a few minutes a day,” he said.

Some content plays better over lunch. CNN.com, which draws an average of 69 million video plays each month, tends to promote lighter videos in the middle of the day. (“Cloned cats glow in the dark” and “Bulldog straps on skateboard” were among the most popular on a recent weekday.)

At NBC.com and other network Web sites, shorter videos draw more lunchtime traffic than longer ones, which are more often downloaded at night. For that reason, sites like NBC.com emphasize short-form highlights during the day and entire half-hour or hourlong shows in the evening.

From an advertiser’s perspective, the Web is a more flexible medium than television, because technology makes it easy to monitor people’s behavior and adjust programming accordingly. Better still, marketers have found that consumers are up to 30 percent more likely to make a purchase after viewing an advertisement at lunchtime than at other times of the day.

“Not only is advertising volume and Internet use increasing during the 10 a.m. to 1 p.m. time period, but people are actually buying and purchasing and reacting to advertising,” said Young-Bean Song, vice president for analytics at Atlas Solutions, a unit of Microsoft that helps companies with digital marketing campaigns.

Sticking to a set schedule turns out to be almost as important on the Web as it is on television. At blip.TV, a video-sharing site, Mike Hudack, the chief executive, encourages his producers to post videos at the same time each day or week.

“Continuity and consistency is incredibly important,” Mr. Hudack said.

“If you want to attract a loyal audience, you have to give them what they expect when they expect it.”

Source - New York Times

Logos From Past To Present

This link takes a look at the evolution of tech company logos from their establishment to the present day. It's interesting how a different logo for the same company can evoke a variety of feelings and impressions about the brand. We like to think that logos are representative of their time and this article is a glimpse into out tech-branding past.

You’ve seen these tech logos everywhere, but have you ever wondered how they came to be? Did you know that Apple’s original logo was Isaac Newton under an apple tree? Or that Nokia’s original logo was a fish?

Let’s take a look at the origin of tech companies’ logos and how they evolved over time:

Adobe Systems

Source: Adobe Press

In 1982, forty-something programmers John Warnock and Charles Geschke quit their work at Xerox to start a software company. They named it Adobe, after a creek that ran behind Warnock’s home. Their first focus was to create PostScript, a programming language used in desktop publishing.

When Adobe was young, Warnock and Geschke did everything they could to save money. They asked family and friends to help out: Geschke’s 80-year-old father stained lumber for shelving, and Warnock’s wife Marva designed Adobe’s first logo.

Apple Inc.

In 1976, Steve Wozniak and Steve Jobs ("the two Steves") designed and built a homemade computer, the Apple I. Because Wozniak was working for Hewlett Packard at the time, they offered it to HP first, but they were turned down. The two Steves had to sell some of their prized posessions (Wozniak sold his beloved programmable HP calculator and Jobs sold his old Volkswagen bus) to finance the making of the Apple I motherboards.

Later that year, Wozniak created the next generation machine: Apple ][ prototype. They offered it to Commodore, and got turned down again. But things soon started to look up for Apple, and the company began to gain customers with its computers.

The first Apple logo was a complex picture of Isaac Newton sitting under an apple tree. The logo was inscribed: "Newton … A Mind Forever Voyaging Through Strange Seas of Thought … Alone." It was designed by Ronald Wayne, who along with Wozniak and Jobs, actually founded Apple Computer. In 1976, after only working for two weeks at Apple, Wayne relinquished his stock (10% of the company) for a one-time payment of $800 because he thought Apple was too risky! (Had he kept it, Wayne’s stock would be worth billions!)

Jobs thought that the overly complex logo had something to do with the slow sales of the Apple I, so he commissioned Rob Janoff of the Regis McKenna Agency to design a new one. Janoff came up with the iconic rainbow-striped Apple logo used from 1976 to 1999.

Rumor has it that the bite on the Apple logo was a nod to Alan Turing, the father of modern computer science who committed suicide by eating a cyanide-laced apple. Janoff, however, said in an interview that though he was mindful of the "byte/bite" pun (Apple’s slogan back then: "Byte into an Apple"), he designed the logo as such to "prevent the apple from looking like a cherry tomato." (Source)

In 1998, supposedly at the insistence of Jobs, who had just returned to the company, Apple replaced the rainbow logo ("the most expensive bloody logo ever designed" said Apple President Mike Scott) with a modern-looking, monochrome logo.

Canon

Source: Canon Origin and Evolution of the Logo

In 1930, Goro Yoshida and his brother-in-law Saburo Uchida created Precision Optical Instruments Laboratory in Japan. Four years later, they created their first camera, called the Kwanon. It was named after the Kwanon, Buddhist Bodhisattva of Mercy. The logo included an image of Kwanon with 1,000 arms and flames.

Coolness of logo notwithstanding, the company registered the differently spelled word "Canon" as a trademark because it sounded similar to Kwanon while implying precision, a characteristic the company would like to be known and associated with.

Google

In 1996, Stanford University computer science graduate students Larry Page and Sergey Brin built a search engine that would later become Google. That search engine was called BackRub, named for its ability to analyze "back links" to determine relevance of a particular website. Later, the two renamed their search engine Google, a play on the word Googol (meaning 1 followed by 100 zeros).

Google.com in 1998

Two years later, Larry and Sergey went to Internet portals (who dominated the web back then) but couldn’t get anyone interested in their technology. In 1998, they started Google, Inc. in a friend’s garage, and the rest is history.

Google’s first logo was created by Sergey Brin, after he taught himself to use the free graphic software GIMP. Later, an exclamation mark mimicking the Yahoo! logo was added. In 1999, Stanford’s Consultant Art Professor Ruth Kedar designed the Google logo that the company uses today.

The very first Google Doodle: Burning Man Festival 1998

To mark holidays, birthdays of famous people and major events, Google uses specially drawn logos known as the Google Doodles. The very first Google Doodle was a reference to the Burning Man Festival in 1999. Larry and Sergey put a little stick figure on the home page to let people know why no one was in the office in case the website crashed! Now, Google Doodles are regularly drawn by Dennis Hwang.

IBM

Source: IBM Archives

In 1911, the International Time Recording Company (ITR, est. 1888) and the Computing Scale Company (CSC, est. 1891) merged to form the Computing-Tabulating-Recording Company (CTR, see where IBM gets its penchant for three letter acronym?). In 1924, the company adopted the name International Business Machines Corporation and a new modern-looking logo. It made employee time-keeping systems, weighing scales, meat slicers, and punched-card tabulators.

In the late 1940s, IBM began a difficult transition of punched-card tabulating to computers, led by its CEO Thomas J. Watson. To signify this radical change, in 1947, IBM changed its logo for the first time in over two decades: a simple typeface logo.

In 1956, with the leadership of the company being passed down to Watson’s son, Paul Rand changed IBM’s logo to have "a more solid, grounded and balanced appearance" and at the same time he made the change subtle enough to communicate that there’s continuity in the passing of the baton of leadership from father to son.

IBM logo’s last big change - which wasn’t all that big - was in 1972, when Paul Rand replaced the solid letters with horizontal stripes to suggest "speed and dynamism."

LG Electronics

LG began its life as two companies: Lucky (or Lak Hui) Chemical Industrial (est. 1947), which made cosmetics and GoldStar (est. 1958), a radio manufacturing plant. Lucky Chemical became famous in Korea for creating the Lucky Cream, with a container bearing the image of the Hollywood starlet Deanna Durbin. GoldStar evolved from manufacturing only radios to making all sorts of electronics and household appliances.

In 1995, Lucky Goldstar changed its name to LG Electronics (yes, a backronym apparently not). Actually, LG is a chaebol (a South Korean conglomerate), so there’s a whole range of LG companies that also changed their names, such as LG Chemicals, LT Telecom, and even a baseball team called the LG Twins. These companies all adopted the "Life is Good" tagline you often see alongside its logo.

Interestingly, LG denies that their name now stands for Lucky Goldstar… or any other words. They’re just "LG."

Microsoft

Microsoft’s "groovy logo" source: Coding Horror

In 1975, Paul Allen (who then was working at Honeywell) and his friend Bill Gates (then a sophomore at Harvard University) saw a new Altair 8800 of Micro Instrumentation and Telemetry Systems or MITS. It was the first mini personal computer available commercially.

Allen and Gates decided to port the computer language BASIC for the computer (they did this in 24 hours!), making it the first computer language written for a personal computer. They approached MITS and ended up licensing BASIC to the company. Shortly afterwards, Allen and Gates named their partnership "Micro-soft" (within the year, they dropped the hyphen). In 1977, Microsoft became an official company with Allen and Gates first sharing the title general partners.

On to the logo history:

In 1982, Microsoft announced a new logo, complete with the distinctive "O" that employees dubbed the "Blibbet." When the logo was changed in 1987, Microsoft employee Larry Osterman launched a "Save the Blibbet" campaign but to no avail. Supposedly, way back when, Microsoft cafeteria served "Blibbet Burger," a double cheeseburger with bacon.

In 1987, Scott Baker designed the current, so-called "Pac-Man Logo" for Microsoft. The new logo has a slash on the ‘O’ that made it look like Pac-Man, hence the name. In 1994 Microsoft introduced a new tagline Where do you want to go today?, as part of a $100 million advertising campaign. Needless to say, it was widely mocked.

In 1996, perhaps tired of being the butt of jokes like "what kind of error messages would you like today?", Microsoft dropped the slogan. Later, it tried on new taglines like "Making It Easier", "Start Something", "People Ready" and "Open Up Your Digital Life" before settling on the current "Your potential. Our passion."

Oh, one more thing: what was Microsoft’s original slogan? It was "Microsoft: What’s a microprocessor without it?"

… Microsoft’s very first advertising campaign "Microsoft: What’s a microprocessor without it?," which touted how Microsoft’s line of programming languages could be used to create software that would take advantage of the early microprocessors. The first advertisement in the campaign appeared in a 1976 issue of a microchip journal called Digital Design and featured a four panel black-and-white cartoon titled "The Legend of Micro-Kid." The cartoon depicted a small microchip character as a boxer who possessed speed and power but quickly tired out because he had no real training. The other character, a trainer complete with a derby on his head and big stogie hanging out of his mouth, related the story of how the Micro-Kid had a great future but needed a manager, such as himself, in order to succeed. (source: PC Today)

Motorola

Motorola, then Galvin Manufacturing Corporation, was started in 1928 by Paul Galvin. In the 1930s, Galvin started manufacturing car radios, so he created the name ‘Motorola’ which was simply the combination of the word ‘motor’ and the then-popular suffix ‘ola.’ The company switched its name in 1947 to Motorola Inc. In the 1980s, the company started making cellular phones commercially.

The stylized "M" insignia (the company called it "emsignia") was designed in 1955. A company leader said that "the two aspiring triangle peaks arching into an abstracted ‘M’ typified the progressive leadership-minded outlook of the company." (I’m serious, look up the logo-speak here: Motorola History)

Mozilla Firefox

In 2002, Dave Hyatt and Blake Ross created an open-source web browser that ultimately became Mozilla Firefox. At first, it was titled Phoenix, but this name ran into trademark issues and was changed to Firebird. Again, the replacement name ran into problem because of an existing software. Third time’s the charm: the web browser was re-named Mozilla Firefox.

In 2003, professional interface designer Steven Garrity, wrote that the browser (and other software released by Mozilla) suffered from poor branding. Soon afterwards, Mozilla invited him to develop a new visual identity for Firefox, including the famous logo.

Update 2/7/08: I goofed on this one, guys: it was John Hicks of Hicksdesign that actually made the Firefox logo, designed from a concept from Daniel Burka and sketched by Stephen Desroches - Thanks Jacob Morse and Aaron Bassett!

Nokia

Source: about-nokia.com

In 1865, Knut Fredrik Idestam established a wood-pulp mill in Tampere, south-western Finland. It took on the name Nokia after moving the mill to the banks of the Nokianvirta river in the town of Nokia. The word "Nokia" in Finnish, by the way, means a dark, furry animal we now call the Pine Marten weasel.

The modern company we know as the Nokia Corporation was actually a merger between Finnish Rubber Works (which also used a Nokia brand), the Nokia Wood Mill, and the Finnish Cable Works in 1967.

Before focusing on telecommunications and cell phones, Nokia produced paper products, bicycle and car tires, shoes, television, electricity generators, and so on.

Nortel

Source: Nortel History

In 1895, Bell Telephone Company of Canada spun off its business that made fire alarm, call boxes, and other non-telephone hardware into a new company called the Northern Electric and Manufacturing Company Ltd. It began by manufacturing wind-up gramophones.

In 1976, Northern Electric changed its name to Northern Telecom Ltd. to better reflect its new focus on digital technology. Nineteen years later in 1995, it became Nortel Networks "reflecting its corporate evolution from telephoney manufacturing company to designer, builder, and integrator of diverse multiservice networks."

Palm

Palm Computing Inc. was founded in 1992 by Jeff Hawkins, who also invented the Palm Pilot PDA. The company has gone through some rough patches in its history: its first PDA called Zoomer was a commercial flop. Next, it was bought out by U.S. Robotics who was promptly sued by Xerox for patent infringement over its Graffiti handwriting recognition technology.

Then it gets convoluted: U.S. Robotics was bought by 3Com, and Hawkins, disgusted with office politics, left to create his own company Handspring. Ironically, not long after he left, 3Com spun off Palm Inc as a separate company. Palm Inc split into two, PalmSource (the OS side) and palmOne (the hardware part). palmOne then merged with Handspring and then bought PalmSource to coalesce back into … Palm, Inc.!

Got that? No? Never mind. All along this journey, they not only change names, but logos as well. Well, at least the graphics designers got some money.

Xerox

Source: Xerox Historical Logos

Xerox Corporation can trace its lineage back almost 100 years ago to the Haloid Company, which was founded in 1906 to manufacture photographic paper and equipment.

In 1938, Chester Carlson invented a photocopying technique called electrophotography, which he later renamed xerography (Carlson was famous for his persistence: he experimented for 15 years and through debilitating back pain while going to law school and working his regular job). Like many inventions ahead of its time, it wasn’t well received at all. Carlson spent years trying to convince General Electric, IBM, RCA, and other companies to invest in his invention but no one was interested.

Until, that is, he went to the Haloid company, who helped him develop the world’s first photocopier, the Haloid Xerox 914. The copier were so successful that in 1961, Xerox dropped the Haloid from its name.

In 2004, fresh from a settlement with the Securities and Exchange Commission for cooking the books, Xerox tried to re-invent itself (complete with a new logo). Four years later in 2008, it tried to get away from the image that it’s only a copier company and adopted a new logo. The good news is people don’t think of copier when they see the new logo. The bad news is, they think of a beach ball.

Update 2/7/08: And yes, I missed the “Digital X” logo of Xerox. Check out Brand New blog for the entire scoop.

Previously on Neatorama:
- Wonderful World of Early Computing
- Wonderful World of Early Photography
- Lots more neat articles in the "Neatorama Only" Archive

Source - Neatorama