Why Digital Marketing Has Become An Outdated Concept

Read More from AdWeek; http://www.adweek.com/brandshare/why-digital-marketing-has-become-outdated-concept-163339

DM is Dead

Krups Beertender – You need this for the Playoffs!

Dipping into the GunnDesign’s 60 plus year history reveals some insight into who we are and how we came to be the GunnDesign of today.  Today we feature a memorable press kit developed for a joint marketing initiative between our client Krups and Heineken Beer.  Krups’ BeerTender will keep your Heineken at the perfect serving temperature while you enjoy watching this month’s NFL playoffs.  Go Pats!

Krupps_BT_2

 

Please consider the environment before printing this e-mail?

emailview-shadow

Surely you’ve seen this message, or something similar, in your inbox.   Usually it’s tucked in under the signature block from well meaning folks.  There’s actually a whole organization (thinkbeforeprinting.org) dedicated to increasing awareness and reminding folks that wasting paper, ink and toner doesn’t make economic or environmental sense.  They are not opposed to the printing of e-mails, they just want folks to think before they print.  Mostly I can get behind this concept, as I’ve seen my share of blank “page 2 of 2.”

Yet, this guilt laced directive, to think before printing, may be missing the point.  Or at least missing another perspective on the topic.

A column hit my inbox recently (Johnson’s World: Trees Love Paper) that caused me to seriously reconsider the issue.  After a bit of satire on our recent national elections, Mr. Johnson went on to make several points about paper in his column;

  • Paper is carbon locking, meaning that paper retains carbon dioxide, just as if it were still a tree.
  • The paper industry plants more trees than it harvests. Without paper, there would be fewer trees.
  • No virgin forests are used for papermaking.
  • Only one-third of paper is made from cutting trees. Another third is made from sawmill waste, and another third from recycled paper.
  • The manufacture and use of computers, e-readers, and mobile devices is damaging to the environment. Ditto for the Internet and cloud computing, which rely upon vast arrays of power-gulping servers.

The last entry is the real kicker.  Think about the rare earth minerals, heavy metals, petrochemicals, and other stuff that must be on some EPA list somewhere that abound in the computers and the digital devices we print from. What exactly was my concept of waste?  I do think it wasteful to print out pages of information I know I will never refer back to.  But I’m not out to save another tree from the paper mill.  As a veteran of the printing industry, I know that the paper industry is ever mindful of its resources and manages its “cash crop” just as any other farmer seeking a fruitful future would. There is even an organization promoting this effort; PrintGrowsTrees.org.

So, what’s worse for the earth?  I’m inclined to say the device you are reading this blog entry on!

Mr Johnson further writes about a Mr. Nathaniel Grant, CEO of G A M Printers in Sterling, VA, who includes the following statement with his email signature:

It is okay to print this email. Paper is a biodegradable, renewable, sustainable product made from trees. Growing and harvesting trees provides jobs for millions of men and women, and working forests are good for the environment, providing clean air, clean water, wildlife habitat, and carbon storage. When you don’t need it anymore, be sure to put it in a bin designated for recycling and it will come back as new paper or cardboard.

As with most issues in life, it all depends on your prospective.

Now go ahead, print out this blog entry, pass it along and then recycle…

Of Tablets, Smart Phones and Books

Tablets, smart phones and books.

Tablet computers, the latest craze driving our technological egos, are getting smaller and more powerful.  Their smaller brethren, Smart phones, are getting bigger and more powerful.  Soon they will be indistinguishable from one another.  The recent releases of the iPhone 5,  iPad 4, iPad mini, Kindle Fire HD and the Samsung Galaxy S3, etc. have garnered much attention in the media and activity in the marketplace.  Today’s release of Microsoft’s Surface tablet and Windows 8 OS might not be as widely anticipated, but is, none the less, a milestone for the preeminent computing environment of the last 20 years.

Is all of this noise drowning out the death knell of books as we know them?  Paper based, tangible and portable, they never run out of bars; battery or connectivity.  They are easily passed from one reader to another.  And won’t set off an airport body scanner.  I’m not about to step in the path of technological progress, I do read from my Kindle in bed each night.  But I have to wonder if books will ever again have a meaningful place in our lives, or are they destined to become just another element of the decor that surrounds us?

The folks at Type, a bookstore up in Toronto, have found another use for their books; the starring role in a short film.  Apologies for the advert that YouTube insists on imposing, the film is worth the wait.

[youtube http://www.youtube.com/watch?v=SKVcQnyEIT8?rel=0]

SORRY ABOUT THE TWIGS, FOLKS

Gorilla marketing snaps a few branches.

In a masterful stroke of marketing genius New Zealand’s Montieth’s Brewery inserted a small apple tree twig into its cider product cartons as they left the brewery.  The resulting backlash from some “concerned” consumers was turned on its head with some tongue in cheek advertising and PR.  Bottom line; sales went up 32%!

Not all PR is good PR unless it works in your favor.  Cheers mate!

[youtube http://www.youtube.com/watch?v=_2chTI14FQQ&w=480&h=360]

SORRY ABOUT THE TWIGS, FOLKS – YouTube.

A Bud by any other name – British court rules in battle of the Buds

Two different Budweiser trademarks

“What’s in a name? That which we call a rose
By any other name would smell as sweet.” – the Bard

In the brand battles raging across the globe, a relatively small state owned brewery in the Czech Republic has won another round in its fight to use its historic Budweiser trademark in Britain.  A court in the UK believes that British beer drinkers actually can tell the difference between the original Budvar and its young pretender from the USA.  The court rejected Anheuser-Busch’s request that brewery Budejovicky Budvar NP stop using the name Budweiser.  This mirrors another recent decision from the EU Court of Justice in Luxembourg affirming the use in Britain of the centuries old trademark by the brewery form the city of České Budějovice (Budweis).

What are the odds that beer drinkers on this side of the pond will develop such a discerning palate?  Given the explosion of micro and craft breweries in the USA, I’d say the odds are pretty good.  However, given AB’s deep pockets and the lobbying industry in this country, I’d also say that Davey will not beat Goliath on these shores any time soon.

British court rules in battle of the Buds – Packaging Digest.

Ruffles Ultimate – a man snack | Packaging Digest

A male snack category?  yes, and Ruffles wants a piece of it.  A large bite, if you will.

Is bigger, thicker and more flavorful ultimately the way to a man’s wallet?  To get traction for your energy drink, you call it Pussy. To sell beer, well… just think St. Pauli Girl here.  You get the picture.  So what does Frito-Lay know that they would avoid all that T&A to go with big and bold?  Bacon! Put it in or on anything and you have a winner! Guys love bacon.  Surely it will sell your product.

Ruffles Ultimate - a man sized snack

Ruffles Ultimate – a man sized snack

Read more… Ruffles chips away at male snacks market | Packaging Digest.