Meet Tim Stock, Partner and Managing Director of scenarioDNA, a brand planning think tank launched in 2001. scenarioDNA bridges the gap between research and planning, showing how branding can interact better with consumers.
What does "brandologie" mean to you?
The studies unique to a brand. Within the "ologie," just as in any science, there are endless layers to peel and slice. The eureka moment comes when you find the thread that links it all together.
Lizzie McGuire or Hannah Montana?
Neither. iCarly. We've got issues with Lizzie and Hanna in our house.Usually watched while goldfarming Webkinz dollars for my 7 year old.
Why do you refer to Gen Ys as "the Transformer Generation"?
They're both conceived in America, inspired by Asia, they shift their identities and they travel in packs. They're subculture living among us. More than meets the eye.
Why do you classify scenarioDNA as a "brand planning think tank"?
Because Brain Box doesn't exactly float off the lips. Now, seriously: Because we plan. We think. We go beyond the research. You can't believe what people tell you.
What was your response to the Hulu Superbowl ad with Alec Baldwin?
I think it's good to get ahead of the game and address the critics before they speak. And in a clever way that showcases the value of the content. And who doesn't love Alec Baldwin? Well, maybe I can think of one person.
To learn more about Tim Stock:
http://www.timstock.net/
http://www.linkedin.com/in/timstock
http://brandnoise.typepad.com/
http://accountplan.ning.com/profile/timstock
Parsons Professor profile
http://api.twitter.com/timstock
Monday, April 6, 2009
Portland based Quango's, Dave Anolik, Talks Branding
Portland's AMA Advisory Board member, Dave Anolik, VP and Creative Director of Quango sat down with the Forward '09 Brandologie Conference communications team to chat about his experience and thoughts about branding.
What does "brandologie" mean to you?
The methodology of branding.
When you were at Intel, how did you adapt branding and marketing strategies to resonate with the Asia Pacific marketplace?
I tried to disregard Western modalities and attempted to develop all of my strategic initiatives based upon the nuances of the local cultures that were our markets. Through localized testing, research, and extensive travel to the specific geographies, I sought to embrace the vibe of all the various cultures so that I could recognize and implement creativity that would strike a chord in the marketplace. In short, I got to know the people I was selling to.
How has the evolution of web metrics analysis affected web design?
Though there is a wealth of great data available toward understanding the ebbs and flows of user interaction with online markets, a web designer needs to meet and observe the human beings potentially using their sites in order to fully empathize with their online needs. The same holds true for product design of any sort.
What do you think "Coraline" will do for filmmaking in Portland?
I think it'll continue Will Vinton's work by bringing great animators to Portland. An animator-rich production community means, if anything, a heightened level of goofiness and aberrant physics around town.
How has your filmmaking background informed your branding strategies?
Tactically, my filmmaking background taught me how to successfully realize very large marketing programs on minuscule budgets in unrealistic time frames, and have a blast at the same time - making friends while at the same time achieving slammin' ROI.
Strategically and creatively, filmmaking taught me to speak in images and sounds rather than verbose copy when articulating a business message.
How are you using filmmaking in your branding work now?
I use various filmmaking technologies, from HD video to super-8 film, to observe a company's operations and market presence. Nothing draws the curtain back on things like in-store traffic-flow, production-line effectiveness, or brick and mortar presence than to look at them either in juicy HD slow motion or grainy 18 frame-per- second super-8. Revelations present themselves that transcend either large war-room bulletin boards or PowerPoint projections in darkened conference rooms.
To learn more about Dave Anolik & link to articles:
http://quangoinc.com/who-we-are/principals.php
http://www.linkedin.com/in/daveanolik
http://www.spoke.com/info/p9EGN4R/DaveAnolik
http://daveanolik.com/
Articles:
http://www.ecommercetimes.com/story/66483.html
http://www.portland.com/portland/press-releases/quango-inc-speaks-at-key4women/
http://www.arrufatphotographer.com/events/projectforthehungry/
http://industry.bnet.com/technology/1000980/is-google-burning-its-brand/
What does "brandologie" mean to you?
The methodology of branding.
When you were at Intel, how did you adapt branding and marketing strategies to resonate with the Asia Pacific marketplace?
I tried to disregard Western modalities and attempted to develop all of my strategic initiatives based upon the nuances of the local cultures that were our markets. Through localized testing, research, and extensive travel to the specific geographies, I sought to embrace the vibe of all the various cultures so that I could recognize and implement creativity that would strike a chord in the marketplace. In short, I got to know the people I was selling to.
How has the evolution of web metrics analysis affected web design?
Though there is a wealth of great data available toward understanding the ebbs and flows of user interaction with online markets, a web designer needs to meet and observe the human beings potentially using their sites in order to fully empathize with their online needs. The same holds true for product design of any sort.
What do you think "Coraline" will do for filmmaking in Portland?
I think it'll continue Will Vinton's work by bringing great animators to Portland. An animator-rich production community means, if anything, a heightened level of goofiness and aberrant physics around town.
How has your filmmaking background informed your branding strategies?
Tactically, my filmmaking background taught me how to successfully realize very large marketing programs on minuscule budgets in unrealistic time frames, and have a blast at the same time - making friends while at the same time achieving slammin' ROI.
Strategically and creatively, filmmaking taught me to speak in images and sounds rather than verbose copy when articulating a business message.
How are you using filmmaking in your branding work now?
I use various filmmaking technologies, from HD video to super-8 film, to observe a company's operations and market presence. Nothing draws the curtain back on things like in-store traffic-flow, production-line effectiveness, or brick and mortar presence than to look at them either in juicy HD slow motion or grainy 18 frame-per- second super-8. Revelations present themselves that transcend either large war-room bulletin boards or PowerPoint projections in darkened conference rooms.
To learn more about Dave Anolik & link to articles:
http://quangoinc.com/who-we-are/principals.php
http://www.linkedin.com/in/daveanolik
http://www.spoke.com/info/p9EGN4R/DaveAnolik
http://daveanolik.com/
Articles:
http://www.ecommercetimes.com/story/66483.html
http://www.portland.com/portland/press-releases/quango-inc-speaks-at-key4women/
http://www.arrufatphotographer.com/events/projectforthehungry/
http://industry.bnet.com/technology/1000980/is-google-burning-its-brand/
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