Monthly Archives: July 2008

Proof of Nurture

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Viral Lessons from Christian the Lion

Christian the Lion’s story as told in the video is slightly wrong. Read the even more amazing truth here or get the DVD.

Interesting to me is that this story is decades old. Several books and films have been created about it. In fact, this 1971 film was apparently produced to finance the project of sending Christian from London to the wilds of east Africa. So why does it tip now? Why so much attention in just the past week?

Yes, obviously it proves the awesome media power of the web. But that’s not the whole story. There are currently two versions of the video with high traffic. One was posted April 16, and the other June 28 of this year. The first has been viewed 6 million plus times, the second over 5 million in just the past month. But if you search YouTube you’ll notice that there are dozens of other “Christian the Lion” videos with this footage – and they’re posted as far back as a year ago. The oldest of these has only been watched 30,000 times.

Goes to show a few things in my opinion:

  1. A great story is sometimes not enough. It needs to be told in a compelling way. Sometimes that includes Whitney Houston.
  2. You need to get lucky. There are countless factors out of your control.

When we produced Sure Lock for AdBakery we thought it was a true story about a bud’s bud. After it went viral we received friendly notices from two other filmmakers claiming we copied their videos. We didn’t. We didn’t even know their videos existed. But clearly this wasn’t the true story about a friend we thought – it was an urban tale we all bit on (I still believe it happened to some poor girl somewhere). Weird part, though, is our version has been watched 5,600,000 times. The other two are sitting at 957 and 678.

So, why did ours break through? Were we just lucky? Or were we good? I’d guess both.

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Afterthough: How many other great untold stories are out there? We obsess over new and original ideas so much in marketing, we often forget to look back in time. I’d be willing to bet there are some golden brand opportunities lying in the news archives.

“Jewish Genes”: Scientific Matchmaking

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A group at Stanford published an article on the ethics of using racial categories in human genetics last week. The terms race and ethnicity are often used interchangeably to describe both the cultural and genetic relationship between different groups. I will be the first to admit that I do not completely understand the complicated distinction between these terms. I will also admit that the topic of race, ethnicity and genetics makes me uneasy, given the historical underpinnings that this relationship holds.

In any case, “where are your ancestors from?” is a common question in clinical genetics, as we know that there are specific diseases that are more common in certain populations. Asking this question can be an important clue as to what to look for on the clinical and molecular level.

The Ashkenazi (Northern and Easter European) Jewish population provides an interesting example of the interaction between genetics and society. As a whole, we tend to know more about the genetics of diseases that affect the Jewish population, in comparison to other populations. There are a couple of reasons for this:

1. Jewish peoples (Ashkenazi, Sephardic and Middle Eastern) are historically distinguished by a specific religion, a distinct place of origin and a well-defined pattern of migration. As a result of genetic bottlenecks and subsequent genetic drift, the genes in the Jewish population are more uniform in comparison with more varied and less defined populations.

2. Traditionally, this population is interested and willing to participate in genetic carrier testing programs and research.

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This second point is clearly illustrated by an innovative yet controversial Orthodox Jewish genetic screening program called “Dor Yeshorim,” which was established in the ’80′s by a Rabbi who lost four children to a genetic condition called Tay-Sachs disease. You can read more about the scientific details here, but essentially this program tests individuals to see if they silently “carry” common Jewish genetic mutations that could potentially result in genetic disease in their children, depending on who they choose to reproduce with.

An example of how Dor Yeshorim works:

A teenager has his blood drawn by Dor Yeshorim (DY) at school one day. A couple years later he meets a girl he likes who has also been tested through DY, and they start dating. When their relationship becomes serious (but before they fall in love, ideally) they call DY, give their unique identifying numbers, and are told whether or not they are “genetically compatible.” If they are not compatible, it is presumed that they each silently carry a genetic mutation for the same disease-and therefore their future children are at risk to inherit that disease. If they are genetically compatible, then it doesn’t necessarily mean that they free of genetic mutations, but that they don’t carry genetic mutations for the same disease, and therefore their future children are not at risk for those diseases.

DY is still an international presence in the Orthodox community today, and currently provides testing for approximately 10 diseases that disproportionately affect people of Ashkenazi Jewish descent. While genetic screening programs are now common for all populations (newborn screening, prenatal screening), I have always found it interesting that a population who, arguably, has one of the most complex historical relationships with “genetics,” was also one of the first to embrace it with open arms.

What’s on Batman’s iPod?

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Soundtracking Your Brand’s Narrative

Reading Buying In, I am reminded of the empowerment of the iPod. Rob Walker offers that the mp3 player is one of today’s great identity tools, and he quotes a Sussex Professor who explains “people define their own narrative through their music collection.”

Having been thinking about brands and individuality a bit lately, my next logical thought was about brand playlists. I found myself racing through a list of my favourite companies and thinking…

What would [insert brand here] have on their iPod?

It’s a fun exercise that I think I may spend some time with. For the first example I thought I’d stay on hype and look at the brand of the day. The Dark Knight opens today to oceans of positive noise. However, not being a huge Batman fan, I’d be hard pressed to do this musical dive justice. Luckily my friend Liam, of PopGunning fame, is a Batman super-nerd and ex-music-critic.

So I asked Liam if he’d play mix maker – tasking him with the question – if TDK was a person, what would his iPod look like? (Liam assures us TDK is male). Here’s what he assembled:

The Dark Knight’s iPod

Some people might say this is a silly example because movies already have soundtracks. Well, yes, but brands aren’t who they say the are. They’re who we say they are. So big thanks to Liam for the bad-ass unofficial TDK soundtrack.

Next Week: What’s on [insert brand here]’s iPod? … any requests? anybody want to take a shot at one?

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Liam held a little TDK anticipation party in his backyard last weekend complete with homemade screen (photo), vintage previews, clips from all the past Batmans and a full showing of Batman Begins. You can’t buy free-marketing like that.

Hang The Blessed Ad Man

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Okay, okay. These songs might not be about marketing. Regardless, when I listen to them I can’t help but relate them to what I do.

Firstly, Spoon’s Britt Daniel reminds me that customers are people, not bullseyes:

MP3: Spoon – Dont Make Me a Target

Don’t make me a target (x3)
When you reach back in his mind
feels like he’s breaking the law

Ironically, Spoon played a number of shows as part of a private, whiskey-funded concert series I worked on. They rawk.

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Next, The Smiths take the criticism up a notch with Panic. Though the DJ & Disco are the objects of Morrissey’s scorn here, I can’t help but relate them to how some people feel about marketers & marketing:

MP3: The Smiths – Panic

Burn down the disco
Hang the blessed DJ
Because the music that they constantly play
It says nothing to me about my life

This last line is amazing. Hits me ever time. Makes me wonder to myself… does my product say something to my customer about her life?

Rumour has it ‘Panic’ was written after Morrissey and Johnny Marr took offense to a British DJ playing Wham’s ‘I’m Your Man’ immediately following a news flash about Chernobyl. The Onion recently took a similarly founded shot at distasteful marketing with this parody.

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Obviously these two examples are quite negative. I like to pay them particular attention because I think its important we acknowledge these perspectives. Understanding them is necessary if we advertisers/ marketers are to earn back the trust & respect of consumers.

Anyone else out there who can’t help but think in marketing terms? Care to share an example?

Genetics: Exceptionally Cool?

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I hope this science post doesn’t scare off the flood of marketers who were directed here after Seth Godin linked to Sean’s idea last week. Our goal is to make this interesting for a variety audiences.

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While browsing the “Design and the Elastic Mind” exhibit at the MOMA a couple of months ago I was shocked by the number of genetics-related installations. At the time I was completing my master’s degree and felt so immersed in the microcosm of clinical genetics that I had temporarily forgotten about the mainstream fascination with the sexy and futuristic aspects of the subject.

The state of California’s recent cease-and-desist order directed at several direct-to-consumer genetic testing companies has served to highlight the tension between medical and recreational genetics. I have been surprised by the strong adverse reaction that has been generated. In a recent post, blogger Daniel McArthur makes a good case for recreational genetics, and calls out the medical community for representing the old-school camp of the current genetic testing regulation “turf war.” I also thought this article on Wired’s website provided a strong argument that I had not considered previously:

“The assumption that there must be a layer of “professional help” is exactly what the new age of medicine bodes — the automation of expertise, the liberation of knowledge and the democratization of the tools to interpret and put to use fundamental information about who we are as people. Not as patients, but as individuals. This is not a dark art, province of the select few, as many physicians would have it. This is data. This is who I am. Frankly, it’s insulting and a curtailment of my rights to put a gatekeeper between me and my DNA.”

Here are some of my thoughts on the issue:

1. A level of oversight and transparency regarding the laboratory aspects of the testing is essential. If I am going to spend $1000+ on this product I want to know that, at the very least, there is a process in place to avoid sample mix-ups and that the lab techniques being used are up-to-date and credible.

2. There should be a distinction between recreational and medical genetics. There is no harm in learning that you have a genotype that makes your pee smell after eating asparagus (a much cheaper option: eat some asparagus, wait a couple hours, and pee). And you certainly don’t need a physician to interpret that information for you.

On the other hand, learning that you are predisposed to certain diseases requires a little more foresight and follow-through. For example, if a test reveals that you have an increased risk for developing breast cancer, should you go for a mammogram earlier than you would if you were at the general population risk? If so, how much earlier? Would your family physician be liable should he/she fail to refer you for a mammogram and you develop breast cancer? There needs to be some consensus developed for these kinds of issues, and this requires oversight.

(A potential problem with this approach arises when, 5 years from now, researchers discover that that same genotype for asparagus-pee predisposes you to developing early onset Alzheimer’s disease.)

3. Genetics professionals who fail to recognize the fun, cool and recreational aspects of this field risk alienating themselves, and will miss out on the opportunity to increase their visibility and further their own profession.

Personal Brand Tags

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I am what (other people say) I am

The success of Noah Brier’s Brand Tags project is proof of its simple awesomeness. The other day I had a spin-off idea about personal branding. It started with this thought:

Isn’t it funny how brands try to be people, while people try to be brands?

So that led me to consider how Brand Tags might work for brand you. Just like with corporate brands, if I am what other people say I am, why not just ask those people?

The idea is that maybe Noah could create a little ‘personal brand tags widget’ to sit on our blogs, facebook profiles, etc. It could simply say – “what pops to your mind when you think of me/ this blog?”

I think it would be pretty cool, and a little scary, to see what ideas people connect with me. How ’bout you?

Are you curious about your personal brand cloud?

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POST: the tag widget could also serve a feedback function. For example: “In one word, what did you think of this site?”

Einstein’s Wife

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I went to see Einstein’s Wife this weekend, a funny and quirky play that is playing as part of the Toronto Fringe Festival. Without giving away too much (I highly recommend you see it if you are in the Greater Toronto Area), it provides a unique perspective on the historical place of women in science, specifically genetics.

 

Being in a profession that is currently a whopping 96% women, it is no surprise that I personally feel that women are quite strongly represented in the science world. However, I didn’t have to look far to find criticism of gender inequality within the scientific community. Interestingly, these discussions are centered around women and science writing, specifically within the blogoshpere. As the-scientist reports, female science bloggers represent a mere 22% of all science blogs.

 

I have yet to find another genetic counselor authored blog. This is a little surprising, given that one of our strongest attributes is our ability to translate complicated scientific information into layperson’s terms. As Sean recently pointed out, women (or those with androgenous minds) are poised to succeed in today’s “hyper-competitive global economy.” Hopefully the same holds true for the hyper-competitive scientific community. In the mean time, we need to get online.

Take Your Customer To Work Day

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A recent group think on transparency led me to this idea for CSR. I’ve had a tough time shaking it since.

The Idea:

- Take your customer to work day (a twist on take your kids to work day)

How It works:

- Invite your customer into your workplace to learn how your business works

- Open your office, back-shop, or factory doors for the day to give your customers a behind the scenes glimpse of your working environment

- Your employees represent your brand for the day

- Customers see for themselves what truly makes your company special

Why It works:

- It’s the ultimate case for accountability and transparency

- Responsible businesses will be rewarded for their good practice; irresponsible competitors will be exposed. Can you imagine the charade some companies would try to pull? False scripting points and employee actors!

Obviously this idea would be difficult to make happen. But if a few influential partners jumped aboard and issued a corporate challenge, I believe it could potentially make a real, positive impact. What do you think? Does anyone spring to mind that might be interested in championing such a crazy idea? Anyone? Bueller? Godin? It’s an idea I’d love to share out.

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Afterthoughts

1. Fairmont’s Shop with The Chef initiative demonstrates the value of a non-traditional employee/ customer interaction. Not surprisingly they have been named a category leader in social responsibility.
2. A search for “take your customer to work” uncovered this rant. I guess I’m not the only one who sees value in the concept.