I was searching for a train station. The kind you rarely see. Small. Countryside. We found it. And by accident, found something else. Someone else. Miyako. The station master. I watched her smile at each exiting passenger. Then, noticed her wave at the departing one-car train. Then, surprisingly, she continued waving. She waved until there was no trace left of the distant train. No one witnessed her, except, well, me. In that short span, my love and wonder of life was renewed. When I spoke to her later, she said at first she felt so shy. And hardly waved at all. Slowly, over time, she began doing something she neither needed to do, nor imagined she ever would. So, this is Miyako, master of a tiny station in the middle of nowhere Japan who attends to every train and passenger that passes by. – Erez Sitzer.
I found this promo for ASICS while doing some research about the company. It’s directed by Mauro Simionato. The music is “Death Teeth” by OOFJ. The model is Amanda Bjerre.
Copenhagen is a creative hub for the entire Europe. Lively, enjoyable city, where art and style get together strolling by nordic architectures and design shops. Copenhagen Tales is a video campaign by ASICS Tiger for AW Lab, where we can get a hint of what’s life like in the danish capital, plus a gallery of the FW14 collection Gel Epirus,Gel Lyte III and Gel Saga worn by actress Amanda Collin.
When blogs first appeared in the late nineties, many people responded by saying “but it’s just a web site?”. Until around 2009, blogs were mainly one person, private affairs. Today, blogs are one of the most important communication platforms for businesses and organizations.
Not all companies have a blog, and some that do, do not know what to do with it. It’s not rocket science to put together a blog strategy, but sometimes it’s a good idea to get someone outside the advertising and consulting world to help you define a plan for the company blogs.
Running a small blog and social shop in Berlin, this is what I do. I analyze the company’s potential for input (do they have undiscovered writers? maybe photographic or video talent?) and create a plan for the digital output for social based on blog publishing.
It’s important work because of several facts: a blog is more dynamic than more static web pages, a blog is a better hosting platform than external social media and should be the starting point for your social strategy, a blog can put “human voices” to the corporate communications. The list is endless really, and I will blog more about the advantages of having one or more blogs later (see?).
Lately, I have been toying with the idea of adding another voice to the blog. A little sister. A content marketing channel. An experimental platform for Cultural Social Responsibility (note to self: I have to write that Wikipedia article). The idea has many avenues of thinking. To put it shortly: let the music play in a brand and/or corporate context.
Here is the thing: your blog should be as “human” as possible. Let the voices of the company (and guests and partners) be heard. Let it be a soapbox, a bar and a dinner table. Let it be anything you want as long as it’s honest, informative, interesting and eye opening. But what about opening the ears, too? What about adding some music to the brand?
Air France does it. Bang & Olufsen does it. Coca-Cola does it. Several companies have a content marketing strategy that involves music. But do you have a dedicated music channel? Probably not. You have launched your blog on the blog.mycompany.com domain. Now is the time to launch your music.mycompany.com domain. Make it your own music channel. All brands, all companies, all organizations can put music to their business.
Our agency is currently maintaining and updating numerous blog.ourclient.com domains with daily or weekly content. In the future, we expect to do the same with a series of music.ourclient.com domains. Set music to your brand. Show the world who you really are. Which song describe our brand best? This week, next week, make a monthly playlist. Hell, you can even open your own radio station if you’re adventurous enough.
I love Air France already. But I love them even more because they play a great song on their music channel each week. It’s high quality content marketing (they pick really good songs!). And don’t worry, there is enough music for everybody out there.
Here is the song for this blog article:
It feels better with music, doesn’t it?
Today, I visited the second Independent Label Market in Alte Teppichfabrik in East Berlin. The last time I was at the venue was at this year’s Tech Open Air. The summer feeling was exchanged for melancholic sounds for autumn inside the old, rough buildings.
One of this year’s finds was a Japanese 7″-version of Quantic’s Spark It:
Here is my Instagram story of the day:
This is Takanori “Terry” Otake from Kawai in Japan at the famous Juhl-Sørensen piano store in Copenhagen. Terry is a Kawai Artisan, and when you buy a Shigeru Kawai, a personal visit by Terry within two years is included.
Terry goes through the mechanics and fine tunes the intrument to perfection. Shigeru Kawai are most exclusive instruments made by Kawai due to the precise mechanics with the built in ABS carbon fiber that Kawai introduced already in the seventies.
In this photo essay, you see Terry work on the brand new Shigeru Kawai SK-7 in the Juhl-Sørensen store on Brofogedvej in Copenhagen.
Ahmed Mohamed, the 14-year-old Muslim student who was detained after he brought a homemade clock that a teacher mistook for a bomb to his Texas high school, is receiving an outpouring of support from Silicon Valley. And the White House. Watch a clip with the cool kid here.
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Sometimes, I look up a company by typing in their brand name directy after twitter.com. I wanted to mention LEGO in a quote, but found out that they are actually called @LEGO_GROUP. I wanted to ask Slack something, but found our that they are actually called @SlackHQ.
I wonder how much LEGO Group has offered this guy to give up his early bird handle:
I bet this is driving Slack crazy every day:
Or at least this one:
Someone had registered the name @japan in the early days on Twitter. Recently, he gave it to the country of Japan (apparently for free):
How you seen any Twitter brand occupied by private persons? Please leave your tips in the comments.
You can follow me on Twitter here: @ronnierocket.