The Job Is Not To Be Polite

by Thomas MORADPOUR on October 17, 2012 · 4 comments

This video response to a bullying Facebook post on the Bodyform page about its product Maxipad, is quite the kick in the head. I loved it so much that it jolted me back onto this blog for my first post of 2012 (don’t say it…).

Simply put, it’s brilliant.

It’s also quite rude, and reminds me that the job of marketing is not to be polite. It is to be awesome. [click to continue…]


Advertising At The Speed Of Culture

by Thomas MORADPOUR on December 14, 2011 · 18 comments

I really love the “Then & Now” ad, celebrating 100 years of Chevrolet. It’s very simple visually, clever, and emotionally engaging.
It’s a very “pure” idea.

I drive a Ford, but have now huge love for the Chevy Runs Deep campaigns. If it’s not an Audi, my next car might just be a Chevy. Camaro probably, just on the merits of the advertising. And design. And Transformers movies, but I digress.

What I find even more fascinating is knowing where the idea came from in the first place. [click to continue…]


Change #Fail – What’s In It For Me, Exactly?

by Thomas MORADPOUR on December 13, 2011 · 8 comments

I’ll keep this one short.

Doesn’t it strike you that whenever a business comes up with a change to an established product or service, it’s always welcomed by a barrage of people who hate it?

New New Twitter was announced this week. Oh no. The Twitter app has too many clicks now, it’s clunky, where did “my retweets” go, it’s too much like cluttered Facebook now…  and the list goes on.


It clear that any changes introduces discomfort for users, and we’re creatures of habit. Why would we be happy with someone moving our cheese, forcing us to go back into discovery, learning curve mode? And yes, voices who complain are always louder than voices of appreciation. [click to continue…]


The Most Powerful Word In Branding

by Thomas MORADPOUR on December 13, 2011 · 7 comments

Excuse the linkbait tease.
I’m not going to drumroll it any further. It’s FAMOUS.

Yes, the most powerful word in branding is FAMOUS. It’s about the best filter you can use to carve out a unique brand which people will truly care about.

And it’s a loaded word.

fa·mous [fey-muhs] adjective
1.having a widespread reputation, usually of a favorable nature; renowned; celebrated: a famous writer.
2.Informal . first-rate; excellent: The singer gave a famous performance.
3. notorious (used pejoratively).  [click to continue…]


Was That The Plan All Along, Fabio?

by Thomas MORADPOUR on August 2, 2011 · 15 comments


I love bold, ballsy big campaigns that go all-in and make a statement.

But sometimes the work doesn’t quite go as planned and you may end up with a bit of egg on your face.

Which is why it’s not a bad idea to ask yourself the question upfront “what if it doesn’t work?“, and plan yourself an escape route.

OK, so I’ll mention Google+. Why do you think Google called their launch a “beta”, only to open the door to more than 10 million users in its first two weeks? Did something go wrong, did they let too many people in? Surely not… but let’s say, if G+ had been less of a success, they could easily have pinned the lack of subscription to a deliberate plan to keep it small and private. Worse case scenario, if it had completely bombed, they could have unplugged it discreetly with a “we like to try new things at Google, move along, nothing to see”. [click to continue…]


Cashing In Your Social Currency

July 30, 2011

Looks like President Obama #compromise campaign is creating quite a wave. Quoting Nielsen/McKinsey research, Mashable talks of over 22,000 tweets using the hashtag, reaching as many as 36 million users on Twitter, as of Friday 5pm. I won’t go in the details or politics of the campaign – let’s just say it involved sending quite a large [...]

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Leaders Who Fail – The Horse Carriage Syndrome

July 29, 2011

It strikes me as two recently admired giants are both reported in free-fall, that even the strongest businesses eventually fail. TAKE NOKIA Once acclaimed as a global leader with up to 40% market-share, Nokia defined mobile phones with its sleek and simple UI. Back in the days of the 8210 when small size mattered more [...]

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Owning The Magic – Experiences Matter More Than Products

July 22, 2011

If you’re like me and grew up with Danone, you’re probably wondering why the French CPG giant decided to open three yogurt bars in the Paris area this month. Surely, there has to be better, more efficient, cheaper ways to distribute something as banal as yogurt? “Something as banal as yogurt.” This is the commodity-kiss-of-death [...]

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Legendary Brands – The Age of Barbarian Marketing

July 21, 2011

#whenbloodisspilled A trending topic this week – as Lionsgate tweeted the bloody first scene from the Conan reboot movie ahead of Comic Con -, #whenbloodisspilled is when legends are made. One thing can be said about Conan The Barbarian: he has clear points of view. Crush your enemies, have them brought before you, listen to the [...]

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Where’s All The Transmedia Storytelling?

July 19, 2011

I’m really excited about the launch of Defiance, a new SyFy TV show set to start very soon (I hope). Or is it Defiance, the Trion Worlds shooting MMO, set to launch equally soon on PC, PS3 and XBOX 360? Actually, both. First of its kind, Defiance will be a true trans-media property with a common [...]

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Beyonce’s 10 Commandments of Awesome

July 18, 2011

I must be the last person in America to watch Beyonce’s stunning performance at the 2011 Billboard Awards, combining 3D projection mapping with live choreography. In case you’ve missed it too, you can watch the full video at the end of this post: you will be amazed by the artistic and technical creativity, the passion, [...]

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