Why Surfing Matters

Face it, most people that wear clothes from brands like Quiksilver, Billabong, Reef, etc. have never been on a surfboard - and most never will.

However, like most apparel brands, these too are worn to make a statement by the consumer. In this case the statement is "I respect and enjoy the lifestyle of surfing." And, if these consumers are not surfers themselves perhaps they aspire to be. "Aspiration" is a key element in any action sports marketing efforts - let alone those that involve surfing. The lifestyle of surfing asks "you wanna be like me?, wanna look like me?, wanna live on a beach like me?, wanna a girlfriend that looks like mine (nod to Kelly Slater)?..." Then buy that Quiksilver shirt hanging right there. And, just like that, you're in the club. You don't need to live anywhere near a beach to participate in the culture of surfing - as long as you wear the right clothes. Right? Well, as far as the business of surfing is concerned, that statement might be true, but so many people are missing out on the sport of surfing. And this need not be the case - you can surf at any age and you need very little equipment to get started. It's all about you and a board. That's it. (yes, you need access to the ocean or a wave machine)

Think about it: there are no sports where one singular athlete must be more in tune with mother nature than in surfing (my opinion). Yes, that sounds a bit "hippie-ish" but surfing is only possible with the cooperation of the waves - the act of surfing itself is a result of a profound connection between man (or woman) and nature. No waves = no sport. Period.

I predict that surfing will start to matter more as young people continue to embrace individualism and prefer sports such as snowboarding over skiing. Anyway, I hope that will be the case. Who knows, maybe selling "surf brands" at Target and Kohls will actually positively impact this trend?

Don't You Forget It, Son.

The Art of Movie Trailers

Movie trailers represent one of the most important (if not THE most) elements of the marketing of any film. The trailer has to reveal the primary story-points without giving too much away. Often, you will see trailers that seem to reveal the entire plot. Usually this is a sign that the film is weak. The trailer below has a few flaws - the primary one being very uninspiring music. It makes no impact - and adds nothing to the experience the trailer is trying to impart on the viewer. But the film has J. Depp in it. So, it can't be that bad - right?

PS: Little known fact to movie goers: Most studios "outsource" the creation of their trailers to agencies.

PSS: Embed code didn't work. So, go here: http://www.youtube.com/watch?v=9iXHDFqI7qk

Quote of The Week

"Change is the law of life. And those who look only to the past or present are certain to miss the future." - John F. Kennedy

Why Better Business Models Matter

Anyone that has ever worked with me can tell you that I'm a stickler about "business models." In fact, I often bring the room down with my insistence that every marketing concept or advertising campaign we create must seamlessly align with our clients' business model - not just their "brand position."

Most importantly, we must keep in mind that the strategies that we develop for our clients must deliver a real and measurable competitive advantage - and thereby positively impact business models. I truly believe that "if it's not different than it's not strategic." About 10 years ago, Gary Hamel wrote about this in his excellent book "Leading The Revolution." A specific example he refers to involved Jon Ives, then current head industrial designer at Apple. When Jon made a commitment to introducing aesthetics into his process to launch the iMac, PC's were among the ugliest products in use. Mac's simply looked different and more elegant than PC's. Soon, this seemingly basic factor became a huge level of differentiation for Apple and became both a key component of their brand and their business model. This different approach has continued to this day - through the launch of the iPod, iPhone and most recently the iPad.

The point: A Business Model isn't just about how your company makes money - it must take into account what makes your products and/or services different, valuable, useful and in-demand. I've spent many years helping to make consumers aware of and ultimately purchase products and services. Along the way, I have challenged some of my clients revenue models, efficiency, uniqueness, and perceptions of their business in general. I do this because all these things make for better business models.

It seems to me that in the rush to launch so many new mobile companies of late, a mentality of "we'll figure out the business model later" persists. Of course, that is lunacy - but we live in impatient times filled with short attention span consumers. My advice is to put every major component of your business model under a magnifying glass - not just those that make you money. Assume the leadership and courage to ask yourself "what makes my business and my brand different?" Then after you are satisfied with that answer ask yourself, "no really?"

Kelly Slater on Winning #10

A Good Night