IMC Intuition

Thinking out loud about all things IMC

Archive for July 2010

Video Blogs Provide Content & Context

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Two of the more interesting trends in B-to-C product launches are the use of the internet  as the launch channel, and the addition of video blogs to traditional advertising  to provide the content & context  to allow the audience to have a bird’s eye view of the human design teams and understand why they created or improved that particular product.

Two really impressive campaigns this year are the iPad product launch, and the Ford Explorer Reveal brand revitalization campaign on Facebook.   Instead of the classic sales pitch, these high quality videos provide content and context by showing the designers pointing out new or improved features in response to that question we all have: “what were they thinking?”

Each introduction featured a video blog from the product designers crafted to provide the viewer with a sense of the designer’s personality and what goals they had in mind when designing the specific product.

Mashable business reports that “for the first time ever, Ford is bucking with tradition and turning to the web — with Facebook( ) as the platform — to exhibit its latest vehicle.”

Apple has always led an introduction with public relations reinforced with advertising. It is curious to me that a leading technology company doesn’t utilize social media, there are no sharing tools on their website.

What’s up with that?

Nonetheless, their use of white space and clean design is always first-class, and clearly we have no problem associating the design with the brand. I believe that with both B-to-B and B-to-C, providing both substantive content and context should be one of the top goals in every creative brief.


Mashable Business:

Ford Explorer Reveal:

Apple iPad video:


It’s just Smashing, or should I say Brilliant?

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The Smashing Book

The Smashing Book may be purchased at the Smashing Magazine store or on Amazon

I don’t like to think of myself as a web designer because it’s just one of my many duties, and my real strength is in strategy and content management.  Yet, so it is that web design duties fall to me along with all other duties as assigned,  so I rely on outside sources for inspiration and guidance.

I purchased Smashing Magazine’s first print publication, thinking it would be like any business book.  I’d breeze through it, take away some good ideas and move on.  Not!  The way I’m reading this book is open on my desk with Dreamweaver up, testing and tweaking and getting some real work done.  I test, measure and return to the book to try continue to improve my work.  I use this as a reference book as well as a guide.

Whether you are a full-time pro, or a part-time neophyte like me, The Smashing Book is a must for your bookshelf.  Published in Germany, The Smashing Book is the end product of the global web design community that produces Smashing Magazine.  For those of us who are not gifted with graphic art talent, it provides all the building blocks to improve the usability and utility of a website using tested principles of great design.


Smashing website:

The Smashing Book:

Written by Beth Ryan

July 20, 2010 at 8:46 pm

‘G20 Leadership Skills’

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This link leads to a very interesting communications summary of skills from Lynda Goldman’s Communications Capsules, one of the better business communications newsletters out there.   It is always good, especially for those of us working for small businesses with minimal budgets,  to take advantage of lessons learned from leaders who can afford the very best in communication research and consultants in order to achieve effective business results – like being elected to the top office in their respective governments.

‘G20 Leadership Skills’

Link to Lynda Goldman’s website:

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