Monthly Archives: November 2008

Brand Haiku

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The most active group of members on AdBakery are filmmakers. Now, this is an amazing subset don’t get me wrong, but I originally envisioned the site more as an “idea shoppe” than a spec house.

So lately I’ve been thinking a bit about how I might 1) re-focus some attention towards raw ideas, and 2) better include non-filmmakers on the site, without excluding the VIBs (Bakers). I think I might have stumbled onto one little exercise that meets these objectives…

BrandKu

As I’m sure you know, Haiku are poems with three unrhymed lines of five, seven, and five syllables. Brand Haiku, or BrandKu, are simply Haiku written with a specific product or brand in mind. These product poems are a personal expression of commercial creativity – they are relatively quick and easy to write, yet structurally focused and creatively unrestrictive. They’re also a litmus test of sort. For example, if you thought you had the foundation of a good ad idea, you could test it out on AdBakery by posting a BrandKu.

I recently sent out a note to a few non-ad-world friends asking if they’d write some BrandKu for me, as a trial. Here’s the sort of thing I got back (varying in goofiness):

SCOPE
Did not brush my teeth,
Slept with food in my molars,
Meeting boss at nine.

VASELINE INTENSIVE CARE
cold and bitter wind
awful raw, dry, itchy skin
you’re my only hope

ACTIVIA
feeling I’m weighed down
creamy spoonfuls do the trick
makin’ things happen

KLEENEX
when something is stuck
Reach for me and give a blow
don’t pick in public!

TROJAN
Unlike our condoms
Trojan Horse impregnated
Succeed when you choose

BrandKu for Research and Insight

Having glanced the small sample above, you can see how research is an obvious next thought. For the same reasons BrandKu might appeal to non-filmmaking members of AdBakery – they’re quick, creative, personal and painless – they make for engaging research tools. Not only do they address the common criticism that much research lacks imagination, they’re just a fun form of creative aerobics that I can really see some people getting a kick out of.

Perhaps more of a stretch, you might also see how Haiku could work as strategic instruments. Take these spec strats. I think many could be nicely adapted into creatively inspiring verses. Out of respect I won’t begin to try and make Brandku of another man’s ideas, but here’s a Men’s Soap thought I had a while back applied to the framework:

Men's Soap Brandku

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Any thoughts on all this silliness? Care to share a BrandKu?

Screening teens for hypertrophic cardiomyopathy

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picture-32On October 13, 2008 New York Rangers draft pick, Alexei Cherepanov, suffered a fatal heart attack and died during a hockey game. Only 19 years old, Cherepanov is the latest in a long line of young elite athletes who have lost their lives to Hypertrophic Cardiomyopathy (HCM), a genetic heart condition.

HCM basics (more detailed info here)

  • It affects 1 in 500 people
  • Symptoms include shortness of breath, chest pain, fainting, dizziness and sudden death
  • Diagnosis is made by 1) echocardiogram (heart ultrasound) and 2) ECG (measurement of the heart’s electrical impulses)
  • It cannot be cured, but it can be managed using a combination of lifestyle modifications (i.e. avoiding strenuous activity), medication (i.e. beta-blockers) and surgical interventions (i.e. ICD implantation)
  • There are currently 15+ genes known to be associated with primary HCM (more detailed info here)

picture-4The question of population screening

Strenuous physical activity is dangerous for someone with HCM, especially because sudden death can be the first symptom. This has prompted some to suggest that all young adults should be screened for HCM (using echocardiogram and/or ECG) prior to being enrolled in competitive sports. An Italian study found that screening teens for HCM, and disqualifying those affected from participating, eliminated the risk for sudden death from HCM in young athletes.

Is screening teens for HCM something we should be doing in North America? Certainly within the context of the Canadian public health care system, it could be feasible. Sports have been a big part of my life, and I can’t imagine being told as a teen that I was “disqualified” from participating. However, being left out certainly pales in comparison to suffering a heart attack and possibly sudden death. Eighteen year old David Carle of Denver University knows this all too well.

In the current climate of preventative medicine, it seems to me that screening for HCM should be high on the public health priority list. The questions then become a) at what age should this screening occur b) how would this be implemented and enforced and c) when does prevention go too far? Anyone care to weigh in?

Photo Credit 1: http://www.bleepingidiots.com/2008/10/alexei-cherepanov-passes-away/

Photo Credit 2: http://www.flickr.com/photos/extrasupercutie/689313791/

Reality Fiction hits politics

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In a collision of ideas I’ve been considering recently – 1) Reality Fiction 2) The Need for Speed – the Times has an article on Martin Einstadt. Einstadt, “advisor to John McCain”, was recently identified as a Palin rumor source.

But it turns out Martin Einstadt isn’t real. He was invented by Eitan Gorlin and Dan Mirvish, who hoped to pitch a TV show based on the character.

Martin Eisenstadt doesn’t exist. His blog does, but it’s a put-on. The think tank where he is a senior fellow — the Harding Institute for Freedom and Democracy — is just a Web site. The TV clips of him on YouTube are fakes… And the claim of credit for the Africa anecdote is just the latest ruse by Eisenstadt, who turns out to be a very elaborate hoax that has been going on for months.

Firstly, this episode calls out the inevitable ethical issues in today’s ever murky…err…ing picture of media. The race for “first” amidst an abundance of information has made fact-checking harder than ever before.

Secondly, I think it serves as proof that Reality Fiction (transmedia creativity) is a huge entertainment opportunity. Michael and Aki have done some public thinking to support this idea.

Barack, People and Brand

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I promise this is the last Obama post for a while. It’s just too hard for me to watch the events of the last few months and not apply them to what I do. Already, Barack has been named Marketer of the Year, and countless others have dissected the genius of his digital strategy.

Last week I received a forwarded email originating from Barack. It was the note he sent out to his online support base just prior to giving his acceptance speech. It is remarkable that this sort of thing is being sent around for several reasons: 1) he is a politician; usually these campaign notes are viewed as spam 2) I am Canadian; even us non-Americans are obsessed with the guy 3) what he says is simple – yet it so perfectly represents the personal tone of his campaign. The note reads as follows (I’m sure many of you received this):

Subject: How This Happened

[Stefanie--]

I’m about to head to Grant Park to talk to everyone gathered there,
but I wanted to write to you first.

We just made history.

And I don’t want you to forget how we did it.

You made history every single day during this campaign — every day
you knocked on doors, made a donation, or talked to your family,
friends, and neighbors about why you believe it’s time for change.

I want to thank all of you who gave your time, talent, and passion
to this campaign.

We have a lot of work to do to get our country back on track, and
I’ll be in touch soon about what comes next.

But I want to be very clear about one thing…

All of this happened because of you.

Thank you,

Barack

Did Obama write this? I’m usually pretty skeptical about these sorts of things, but the language he uses is so conversational and on message that I believe they’re his words. Obama clearly understands the grammar of social media. He recognizes that underneath all the talk of hope, the movement for change, the “yes we can” tagline – what people really want to believe in is Barack the person. His campaign ensured that they never let his brand outshine his personality. Amidst all they hype, Obama kept it real, and he was rewarded for it.

When I first wrote about Take Your Customer To Work Day, I received a comment that has stayed with me:

So many companies have this insular approach to customers, that they “wouldn’t understand” or that the real grit of the daily business would just scare them away.

We all work somewhere, & we all consume. This would help make the business-to-consumer relationship a lot more human-to-human. - Geoff

I love this idea of human-to-human. It’s so often forgotten once organizations’ reach a certain size. But smart orgs, like Obama’s campaign, are now recognizing the upside of staying personal. Innocent Drinks is another great example. They built the human ingredient into their business strategy stating “with a non-corporate attitude, and a sincere commitment to the cause and creative thinking, it is possible to create a fast growing company that acts responsibly.” Today they have annual revenues of £75 million. Not bad for a little juice company with executions like this.

Both Obama and Innocent show how human-focused business activity can deliver attention, respect and ultimately sales. Further, this approach is particularly relevant amidst today’s economic turmoil, when people are inclined to support companies that they identify with on a personal level. But it should be remembered that with this personal trust comes accountability. There is a two-way conversation now. So while you’ve earned your customer’s/supporter’s confidence, you will continually be asked to meet their personal expectations.

Retail DNA Testing named “Invention of the Year”

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Is it merely a fad? Or will retail genomic testing companies have longevity? No one knows the answer yet, but Time Magazine believes 23andMe’s DNA testing service is important enough to hold the title
Best Invention of 2008:

“Not everything about how this information will be used is clear yet — 23andMe has stirred up debate about issues ranging from how meaningful the results are to how to prevent genetic discrimination — but the curtain has been pulled back, and it can never be closed again. And so for pioneering retail genomics, 23andMe’s DNA-testing service is Time’s 2008 Invention of the Year.”

So, it is not 23andMe’s product that Time Magazine is applauding, but the fact that the company is attempting to sell their product at all. How many people are actually ordering these tests? No one really knows. I’ve heard 23andMe reps say ‘we can’t give you definite numbers, but we can say that there are people signing up everyday.’ (Has anyone heard any concrete numbers?)

In the midst of a global economic crisis, I can’t imagine that consumer spit samples are rolling in with any great frequency. The Genetics and Public Policy Center recently launched much needed research into these companies and their consumers. Hopefully, by the time global markets stabilize and American economic security is restored, we’ll have a better understanding of the real impact of these trailblazing retail genomic products.

Photo Credit: http://genomicenterprise.com/services

Obama as US Resilience

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America in Perpetual Beta

I enjoyed this article from John Ibbitson in Saturday’s Globe and Mail. The general idea – an Obama Victory Would Validate A New Era – is pretty underwhelming. But as an outsider (a Canadian), what’s particularly interesting is his argument that a Barrack win once again demonstrates America’s resiliency, it’s ability to adapt and revamp, in the hardest times:

“One of the chief elements of Anglo-American culture has been this ability to reach out and bring in new talent and expand its notion of who the ‘we’ is. That process is still incredibly healthy.”

“The rise of Barack Obama testifies to the extraordinary resilience of American society,” says Mr. Walter Meade, a senior fellow at the Council on Foreign Relations.

America has never surrendered to nostalgia. This is a forward-looking people, who once again appear determined to confound those who believe this will be some other nation’s century.

Ibbitson shares that an Obama win represents America’s ability to innovate and sustain global dominance. Obviously what Barrack does in office (wood knock) will have the ultimate impact – but given 1) the domestic enthusiasm around him, and 2) the attention he’s received from the rest of the world (see Berlin photo below)  – I think you’d be hard pressed to disagree with this hypothesis.

Images by Callie Shell

Obama Reps American Strength

Genetic Counsellors and Genomics

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Where do we belong?

Earlier this month the Canadian Institute for Advanced Research (CIFAR) hosted an open forum panel discussion entitled “Personalized Medicine: Are we Ready?” The 7 person panel was made up of a diverse group of scientists, physicians and a couple of direct-to-consumer company representatives. In addition, Cheryl Shuman, a genetic counsellor and the director of the University of Toronto Genetic Counselling program was included. Not only did I anticipate an interesting debate, but I was looking forward to hearing how the GC perspective might stand out against the rest.

In the end, I was disappointed. The debate quickly descended into (as it inevitably does) the scientists vs. the capitalists. The overall sentiment of the evening was (as it always is) that 1) personalized medicine is “not yet ready for prime time” and 2) DTC companies are selling tests that lack clinical validity and utility.

I was left wondering how genetic counsellors might fit into the world of personalized medicine. Interestingly, Gene Sherpas has been pondering the same thing. And according to him, the outlook is bleak. He cites GC’s lack of medical training as a major barrier, and believes that training nurses in genetics is a more feasible option. He also chastises GCs for providing medical advice without physician supervision. As a young genetic counsellor with a strong interest in personal genomics, I find these comments disturbing. Some of my thoughts on the issue:

  1. The advent of personalized medicine will require an overhaul of GC training programs. Our programs were initially developed to fill a void in the area of clinical genetics, and our classroom training and clinical rotations reflect this purpose. One of my colleagues did her thesis on the possibility of adding a component of specialization to GC training programs, perhaps in the form of fellowship. I think she’s on to something.
  2. There is a huge potential for GCs to have a role beyond that of patient interaction. We have first-hand knowledge of the implications that genetic testing can have on people, their families, their social network. This knowledge can and should be used to inform discourse between healthcare providers, administrators and legislators about the impact and issues surrounding genomic medicine.
  3. Within the GC community there is tension between those GCs who work directly with physicians vs. those that don’t. As eloquently described by the anonymous GC commenter on the Gene Sherpas post, this issue is rooted in our current lack of regulation. This issue is real, and certainly not new.
  4. Genetic counselors need to get off the listserv, and get on the web! There is a lot to be said for the “public thinking” model that blogs and open forum sites allow for. We need to engage our allies and our critics in professional debates, in order to adequately adapt and stay relevant in this ever-changing environment.