Last week I attended Password 2010 marketing conference that is the biggest and the most important marketing event in Estonia triumphing with the annual advertising awards ceremony Golden Egg. Firstly I’m going to talk about Andy Milligan’s speech about how to build strong brands.
His main message was that a brand has to be simple and memorable to succeed. In order to understand the brand essence it has to be clear even to those who are not bright or determined enough to read the brand diagrams in the main office. As the brand diagrams are complicated to fulfil and usually only those who created it fully understand it. Others simply just do not get it. The brand has to be delivered so everybody can understand it. Ok, that I could have read from the book and probably have already.
When talking about memorability he talked about the Ryan Air who according to research has the worst customer service ever, smallest seat space etc. But the sales are up. Is it because their flights are cheap, their baggage lost rate is significantly lower than in British Airways or is it just the fact that Ryan Air just gets you safely and memorably to the destination. The worst customer service pegged with low prices has given Ryan Air the face that’s hard to forget and that’s what is needed to make a strong brand. Good point.
The most fascinating thing I discovered from his speech was a site called daytum.com. This is a site where you can collect, categorize and communicate your everyday data. Everyday data basically means how much you sleep, eat, drink etc. It lets you track almost everything you do. The clean-cut and simple design makes it easy and pleasant to consume. My need for control is not on that level yet that I would sign up, put see what you can do with it, if you decide to sign up. For free.
For example you can track down how much did you really work today:
How many hours you spent on meetings:
When did you have your last drink:
What have you eaten?
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