Metrics: Measuring Your Marketing

For much of its life, marketing has been the last mystery left unexplained on the shelf. It has been like the art of alchemy of old, add a pinch of this and a splash of that in the hope that it will all turn to gold. Businesses have employed marketing in the quest for success. B2B and B2C marketing strategies have been utilised to maximise opportunities to sell a hill of beans to whoever might be buying. Advertising in all its forms and via its many mediums has attempted to sell more widgets for its advertisers. Clients have wanted to know how effective their marketing has been beyond the most obvious set of figures, those that tell us how many widgets have been sold.

Metrics Taking the Faith Out of Marketing

These figures are affected by many other variables than, just, the raw effectiveness of the marketing or advertising. Widgets sales may have been hindered by poor admin or logistics within the business, or really crappy sales people. Marketing managers and advertising people have wanted to know how many people have seen the ads and how many have been moved to respond to the message. Enter the internet and metrics, an electronic filing system and measuring device. Metrics have taken the faith aspect out of the art of marketing and attempted to turn it into a quantifiable science.

Examples for Consideration

Here are some stats for those who love the crunch of cold hard numbers:

  • 84% of B2B marketers stated that ‘brand awareness’ was their top goal, according to Content Marketing Institute.
  • 43% of B2C marketers using a documented strategy considered themselves effective vs 33% of those without – same organisation as referenced above.
  • 36% of B2B companies with a documented content marketing strategy declared themselves very effective, three times more than those without said strategy, according to Linked In Technology Marketing Community.

The language used in these three examples, however, still employs expressions like “considered themselves”, which is hardly scientific or objectively definitive. Marketing, it seems, still has that anecdotal air of the snake oil salesman.

  • 70% of B2B organisations & 69% of B2C organisations reported that they increased their content creation from 2013 to 2014 – Content Marketing Institute.
  • 24% of organisations devote 50% of their budgets to content, according to Contently.
  • Facebook drives 25% of all internet traffic – Shareaholic.
  • 63% of B2B marketers rate Linked In as the most effective social media platform.

Measuring stuff and statistics are the new best friends of marketing professionals; just don’t get stuck next to one at your next dinner engagement, unless you want to know how many Pinterest views it takes before someone changes a light bulb.

My Sydney Holiday

by Robert Hamilton

I recently returned to Sydney for a month long working holiday. After living in NSW’s capital city for some 15 years through the 1980s and 1990s, I had departed the harbour city just prior to its 2000 Olympic games and had shifted to regional Australia. My time on Queensland’s Sunshine Coast hinterland and, later, a stint on the Fleurieu Peninsula of South Australia, were welcome respite from big city living. A long-time friend invited me to bunker down in Mosman with him for a work experience vacation. The green leafy streets of the northside of Sydney were still there, but these transport veins were clogged with European SUVs. It was bumper to bumper BMWs, Benzes, and Range Rovers. Yummy mummies and working executives squeezed their way down streets not designed for this level of traffic, in a bid to avoid the slow march on Military Road.

Harbourside Living is Bumper to Bumper

It is difficult to find a flat surface anywhere in a harbourside suburb. Looking up and down these winding side roads, I thought to myself, motor vehicle traffic does, at least, look a lot better on tree lined thoroughfares. Crossing the street at roundabouts is something to approach with vigilance; and it is a credit to Sydney drivers that more pedestrians are not knocked down in the process. Cafes dot the corners of many Mosman avenues, and al frescoe tables are filled with locals sipping lattes. Great coffee is accessible in abundance all over Sydney, as I can personally attest to. Café prices are reasonable, when compared with the price of parking and most other things in Australia’s largest city.

Still a Sticky City

The humidity of Sydney was a clammy shock to my skin and body temperature, after living away from the east coast for several years. Playing golf at Northbridge I was drenched in perspiration after climbing my way up the cliffside pathways and fairways on this delightful little course. Adapting to mountain goat conditions is a prerequisite when traversing these northern harbourside suburbs. My body soon grew accustomed to the steep climbs on streets, apartment stairs and other slopes. I used to joke about never being able to stand still in Sydney, without being shunted backward socially and economically, now, I must circumnavigate the inclination geographically. My heart beat faster and my blood pumped more vigorously, I was alive in this city.

Sydney’s Good Fare

Good food is not as easy to access in regional Australia, especially of the takeaway kind. Cheap eats do not exist in little towns. It takes mass to manifest an abundance of commercial culinary options. The ubiquitous Thai restaurant does not deliver affordable and fantastic fare in the impoverished outer zones of the great southern land. Luckily, I am a dab hand in the kitchen myself and do not overly miss the cheap eats available in larger cities. It was great to be back in Sydney for the food alone. Sensational Thai, fabulous phos, superb pizza, really fresh sushi, and a myriad of other cuisines, tantalised my taste buds for the duration of my stay.

Natural Beauty Harbourside

The essential beauty of the harbour itself is breathtaking. I had forgotten just how dramatic and verdant parts of it were. Looking down from the Mosman national parklands was extraordinary and evidence of why people have stuck around and paid handsomely for the privilege of living harbourside. Boats bob about on blue waters, bushland rises to the top of cliffs, and birds screech and wing their way about the ecosystem. Sometimes you can, even, forget about the mass of humanity perambulating around in their shiny new SUVs.

Driving around these streets I felt squashed in from all sides and worried about making contact with the metal skins of other drivers. Parking was a case of sucking in my belly and hoping to fit in, which I invariably did. It was a perceived reduction of room to move, there was enough space, but it felt constrained. I thought about the recent comments of the ex-Premier Bob Carr and Dick Smith in relation to the accelerated population growth in Australia’s two biggest cities. The high levels of migration, in excess of 100 000 every year for years, has marked Sydney and the lifestyle options it affords its residents.

Looking around the streets of Mosman and the northside suburbs of Sydney, you see a proliferation of Chinese faces. I imagine these are some of the wealthy migrants who have moved to Sydney over the last couple of decades. Those I saw looked happy and were engaged in the common pursuits of this harbourside suburb. Young women were jogging and walking, enjoying the warm weather and exercising their lithe bodies. Mothers were escorting children to and from their SUVs. Mosman is a vibrant and health conscious community in the 21C, judged by the behaviour I observed.

You cannot turn the clock back, ala John Howard and his conception of the Australia of the 1950s. You can, however, question the social and economic settings that exist in any nation or state. You can talk about issues and debate whether these settings are correct in the current climate. Do people in Sydney want more and more population growth? Are we spoiling one of the most beautiful cities in the world, through excessive urban development? Is the Mosman lifestyle worth the hundreds of thousands of dollars it costs to reside there?

Human beings are funny things, we love to crowd together in one spot, despite there being an enormous Australian coastline of opportunities. Businesses will not shift to regional locations and assist in the spread of our population. Those who move to the country, often struggle to find employment and to survive away from the major cities. Democratic governments have narrow short-term vision and will not plan for sensible satellite-city growth. The socialist dictatorships, seem, better at making long-range plans, which cater for their population’s tomorrow. Sydney on the current scale of growth, will be a challenge for commuters, and, I imagine, residents will spend more time within their domiciles.

I was impressed with the natural vivaciousness of the all the locals I encountered during my working holiday. Sydney people are out there living their lives, even, if finding a park takes up considerable amounts of time. Get more people using Uber, and other crowd sharing applications, and it could take some heat out of the traffic situation. I am thinking self-driving cars may make some inroads into the bottlenecks and traffic jams in the, hopefully, not too distant future. Sydney drivers are great at letting each other into lanes and making turns. They are far more mature than drivers in smaller cities around Australia. It is like they all share a secret, about how great their city can be, and they act in concert to alleviate gridlocks and make life a little easier for their fellow human beings.

Sydney brings out the best in most locals and visitors, I reckon, with the majority striving to have a good time. Darling Harbour is the mega multicultural melting pot, where the variety of faces and skin tones is wonderful. A brief pit stop at Maccas, saw Islander girls singing hip hop tunes out loud, tables of Asian youth enjoying the vibrant parade of their peers, and families from all over tucking into a fried treat or two. There are concrete ping pong tables to share for free with those who love their table tennis. Parking is cheaper on Sundays to support families partaking of the facilities. We kicked a footy around on a grassy expanse in the middle of it all.

A trip to IKEA was another eye-opening experience. Carparks full of consumer vehicles that had journeyed out to shop in giant warehouses. Whether it be a mega sports mart, a Bunnings, or the Swedish furniture monolith, these folks were here to have a good time. Sausage sizzles fronted one joint and my friend made a beeline for this carpark gourmet snack. Meatballs were, also, on the menu at the IKEA cafeteria, surrounded by families enjoying the budget offerings. The food was unsurprisingly good, this was Sydney after all. I watched an African church congregation exit their temple, which was taking place over the highway. The brightly coloured dresses caught my attention on this Sunday morning. My friend could not decide on the floor lamp he sought from among the many choices within the IKEA display. I purchased a pizza cutter, a desk lamp, a colander, 3 side plates, and a stainless-steel grater. We left deflated after exploring two immense floors of furniture and accessories, which we were forced to traverse like rats in a maze, which appeared to never end.

A night time visit to Marrickville in search of Pho memories (pronounced fer I am assured) was like journeying to another world. A warm world of spicy Asian smells, flying cockroaches and balmy breezes. The Pho was wonderful, served in an extra-large bowl for my reminiscing friend. One could say it was a long way to go for a bowl of soup, but that would be completely missing the point. Sydney is a kaleidoscope of distinctive microcosms, which sit side by side in different directions. Marrickville is quite unlike Mosman, as Manly differs decidedly from Glebe; and higgeldy piggeldy roadways criss cross suburbs like something planned on LSD. The expression, ‘up hill and down dale’, comes to mind, as I reencounter this city from my previous lives.

As you get older, and, if like me, you have lived like a gypsy, moving around ceaselessly, you look back at periods of your like, like some immortal vampire. Times spent in certain locales take on misty past life shades. Did I really live there, with her, all those years ago? It becomes like those places do not exist anymore, which they don’t, really, the past is gone forever after all. Sydney is a patchwork of memories for me, but this time around, those memories do not call to me like sirens in the night. I am thankfully free of the tug of the past. I can enjoy today for what it is and not what it once was.

I am older and the people I meet are older, it seems. My pursuits are not those of a younger man. I diligently labour at my work, and, then, am happy to quaff a glass of wine and enjoy a tasty meal.  I no longer seek extracurricular entertainment in my surrounds. Is this pulsating city wasted on one of my generation? Is the hassle of getting from A to B worth the grind, if the rewards sought are not of the extraordinary kind? We used to call Sydney, Sin City, half-jokingly, of course. My only sin, these days, is occasional gluttony. Too much of a good thing can kill you, or so they say.

Younger people clamour on the busy thoroughfares in this city. They are all hurriedly on their way to somewhere. I see faces from a hundred different cultures, as these people gambol about in search of prosperity. Broadway shopping centre is a hub on the inner west side of this metropolis, and it attracts large numbers of itinerant city dwellers. A coffee seated here by the vast sloping automated walkways, affords the watcher a parade of Sydneysiders going about the business of consuming and living. Apple has a store here that is more like a temple than a mart of any kind. Sleek people fondle sleek machines in search of who knows what. Light reflects from the devices into faces huddled above, as if these were pilgrims seeking holy benediction from godly relics. My god, Steve Jobs.

Parking is an unavoidable chore for the motorist in Sydney. The amount of time, my friend and I spent in search of affordable parking options was considerable. Councils in this city seem to allow developments to be built without the necessary parking facilities to support their functioning. A trip to the Orpheum cinema complex in Cremorne was not complete without the dance of finding street parking. We watched The Shape of Water, which began inside a building, which was the movie’s Orpheum cinema. This was a story within a story, our very own Russian doll experience. Del Toro exquisitely explored the concept of our relationship to the monster, disability, and morphed genres together like an alchemist. This was the old Mike Walsh cinema, but it has grown in size and dimensions.

Hot stifling nights, without a fan, sleeping on my friend’s son’s red racing car, single bed, were not a highlight of my trip. The view out the window was of the tree lined slopes of Mosman, of houses and apartment buildings bunched together up hill and down dale. I could see a designer bathroom, way in the distance, which overlooked a Sydney harbour view, in my estimation of its orientation. The average house price in Mosman last year, was $3 827 000, according to www.realestate.com.au. The median rental price for a house in Mosman is $2 300 per week, and for an apartment $650.

As the days until my departure dwindled, I felt myself constrict somewhat and my appreciation of the city dimmed. It is a natural cycle within a holiday, when the realisation dawns that you are but one tiny part of a giant machine going about its business. Sydney has its daily regimes defined by the usage of its roads and facilities by its population of residents and visitors. The takeaway food did not taste quite so special anymore. The pokiness of the flat was suddenly more apparent. The sounds of the city were intrusive and annoying. Holidays are like honeymoons, familiarity breeds contempt, and what was charming is, now, chaffing.

Getting out of Sydney is no easy thing on a budget. Airfares are much cheaper these days; but you get what you pay for in this life. Uber would not allow me to register online, there were multiple problems with the sign on for rider’s process. I took a taxi from Northbridge to Mosman and it cost around $40 something. I was already up for in excess of $300 for long term parking at the other end of my journey. I tracked down a minibus service to the airport for $52. On the day of my departure it was late because of traffic. As the bus pulled up 30 minutes late I simultaneously was informed by Virgin that my plane was delayed by some 45 minutes, this would stretch to over an hour in actuality at the airport. At the terminal there was one baggage drop receptionist for every hundred, waiting queued up, passengers. Once we had passed through this grim experience, passengers on our flight were wrongly informed of a gate change twice, before we sat on the tarmac, in our stationary aeroplane awaiting a flight plan from those in command at the tower. Onboard we received a tiny packet of crisps, as our allocated snack. This is what airlines now provide in the age of the cheap fare. Our stewardesses were aggressively cheerful throughout the flight.

Upon landing I did not look back, but Sydney was not to blame, it had just been a bad day.

©Robert Hamilton & Midas Word

Google in Search of Intangibles

Everyone has heard or seen the acronym SEO, which stands for Search Engine Optimisation, but few actually understand what it really means. Google has maintained its place, as, by far and away, the best search engine for decades. When a consumer seeks a product or service, via selected keywords, Google ranks the websites chosen to, hopefully, deliver the desired result, with ten spots per page of organic search results. AdWords may top and tail this ranked list with a few click per view ads, but it is that first page position that businesses so desperately want.

Google Search Algorithms

Google achieves these page rankings via some highly complex algorithms, which remain shrouded in more mystery than the Catholic Church’s equation for achieving sainthood. As consumers we all appreciate the thought and effort that those Google people put in to their SEO. Businesses, however, are always seeking shortcuts to the top. Many companies and trading entities have sought to game the system through keyword stuffing and excessive backlinks to high traffic websites. Google has fought back with a nest of avian titled updates to their search parameters. There have been Penguins, Pigeons, Hummingbirds, and the odd Panda.

Metatags, Cloaking and Deep Linking

If you talk to the average Joe in the street, he and she, often, have no idea how the whole search rigmarole actually works. Mention things like high trust flows, citation flows, black, grey and white hatted SEO, backlinks, metatags, cloaking, and deep linking, and they will look at you with a glazed over expression and change the subject. I suppose, it is like the fact that few have ever understood how vinyl records trapped sounds, how cars actually work, and how computers do what they do. People just want them to perform and are not much interested in how they are able to do what they do.

The Subtle Realities of SEO

Business people are forced to try and get their heads around the SEO equation, because traditional means of marketing products and services, like print media advertising are dying off. Once again, however, the marketing manager wants results for his firm and products, but, often, fails to grasp the subtle realities of SEO. Companies try different SEO approaches, like in-house and out-sourcing with a variety of people and agencies, without ever really comprehending the nuts and bolts of the business. Sometimes they think they have got it in hand, but, then, Google will change the rules and their website rankings plummet. Updates will catch out those excessive external links and the blatant anchor text employed within posted articles. New strategies have to be quickly embraced by businesses and their SEO experts to right the good ship SEO.

The Standard of the Writing

The two chaps who founded Google, Sergey Brin and Larry Page, are the sons of academics. This is why the PageRank system is predicated on things like citations and high trust flows, because academic publishing is based on these premises. Google is, I think, also, interested in the quality of content on the internet. We have all heard the statement that ‘content is king’; and that the most honest strategy you can have when it comes to the internet, is to populate your website with high quality, relevant content. The standard of the writing, indirectly or directly, contributes to achieving that outcome.

 

Businesses Who Scrimp on their Content Marketing

Businesses who choose to outsource their content marketing to SEO firms who access dirt cheap writers in the third world are kidding themselves in the long run. They will have to pay the piper, sooner or later, when it comes to the quality of the text in their onsite content. Google will not adjudge second rate, misspelt, grammatically incorrect text to serve the best interests of those seeking, via keyword searches, whatever the product or service may be. Businesses who scrimp on their content marketing by paying peanuts to writers with English as a second language, will not sustain their rankings or achieve them to begin with.

The Internet: Our Repository of Languages

If books are going the way of the Dodo and the internet is to become our repository for the languages, with which we will teach our children, do not pollute the sea. Google does not want the internet full of poor communication and websites stinking of careless expediency. The written word remains an important art form for learning and inspiration; it is not all about making money my short-sighted friend. Midas Word writes quality articles and is committed to our “SpeakTruth” mantra in everything we do.

Top Articles this Week: Curated Content

Midas Word invited readers to enjoy Top Articles this Week: Curated Content. A collection about art, human faces,  craft, furniture design, history, golf and more…

Portraiture: Facing Up to the Painted Mirror

“The human face has fascinated us for millennia. In this narcissistic age we now live in, the selfie has become an accepted form of personal expression. We are told that we must nurture and develop our own personal brands in this digitally obsessed world of gadgets and devices. The portrait has had great currency in the art world for a long time. It has waxed and waned over the centuries, but returns to us now renewed by the cultural obsession with social media platforms like Instagram and Facebook. Basic colour filters are available on these applications to allow us to manipulate sharp digital images with some mood lighting machinations.”

excerpt from http://artworldmagazine.com.au/portraiture-facing-up-to-the-painted-mirror/

 

Famous Australian Furniture Maker: Fred Ward

“Fred Ward 1900-1990 (close enough to Fred Wood) is considered to be a cult figure for those that idolise antique furniture in this country. Born in Victoria, he attended the school of drawing at the National Gallery of Victoria. He began his artistic career as a freelance illustrator and cartoonist for the Bulletin and had a stint at the Melbourne Herald in 1929. Fred began designing furniture in that same year, initially for his house in Heidelberg. His early influences were Georgian architecture and American colonial furniture design. Joints were a feature of his early work, with a crafty focus on function in form.

Fred Ward Father of Furniture Design in Australia

He swam against the tide initially and designed original pieces rather than copies of European furniture. Fred did not use a dark stain on lighter coloured timbers, but employed local timbers like Blackwood, myrtle, coach wood, fiddle back and white gum for his furniture. Fred Ward opened a shop in Collins Street in 1932 for his interior design and furniture pieces. European modernism influenced his furniture designs, and asymmetry, geometry and negative space came to the fore. Ward exhibited his furniture in several leading exhibitions of the era. Myer Emporium invited a young Ward to manage its fine-furniture workshops in North Melbourne in the years before the Second World War. Fred Ward’s austere and modular designs for Myer were successful during the Depression. Was he our own IKEA trailblazer, decades before the Swedish behemoth took off?”

excerpt from http://www.habitatfurniture.com.au/famous-australian-furniture-maker-fred-ward/

 

 

Playing Pennants or Doing Penance?

By Robert Sudha Hamilton

 

“It is early on Sunday morning; it is cold, raining and windy. A collection of golfers, clad in beanies and wet weather gear, are framed by mist and moisture. The ground beneath their feet is sodden and muddy. These are serious golfers, the cream of the club-golfing crop; out early to represent their respective golf clubs. Pennant’s golf (we play for a pennant, awarded to the overall winner of your division) is the peak of the amateur game for this gathering of inter-club golfers. There are some young guys among them, with a spring in their step, but the majority are grizzled looking fellows who have been around the block a few times. A few secret smiles are shared between repeat offenders, as they greet the green cathedral under grey skies.

 

Time is of the essence, as the clock ticks toward the allotted hour for proceedings to begin. Solitary golfers, and golfers in twos and threes, brave the inclement conditions to practice a few swings. Putts are struck across very damp greens. Chips are fluffed and duffed, quietly. Best to get that sort of thing out of the way early on. Tall trees clothed in heavy condensation line the fairways. It is wet underfoot and golf shoes are already letting some seepage in. There is that tell-tale nervous energy surrounding this scene, like some web of expectation that we are all trapped in. Everyday blokes are putting their hopes and fears on the line. Having sacrificed the comfort of their beds and warm homes for this squelchy arena, brought to you by nature in winter.

 

Team golf is a fairly rare beast on the golfing calendar, as we all usually go about our hacking and thwacking on an individual basis. Being one of seven playing members on your pennant’s squad pits you against another septenary of similarly handicapped golfers from a competing club. We are all, however, playing scratch golf without the safety net of our usual handicaps. This is the real deal, mano on mano, there are no catches, no mathematically adjusted excuses, just par golf, or bogie golf, as it used to be called.

“you fervently pray that your opponent is similarly confounded…”

excerpt from http://www.goolwafind.com.au/latest-post/golf-playing-pennants-or-doing-penance/

How to Write the Perfect Cover Letter

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In this day and age of rapid fire and online job applications it is handy to know how to write the perfect cover letter. You have honed your resume to a keen edge, it is prickling with relevant information regarding your training and experience. Your CV shimmers with PB highlights and character references. Your employment application quiver contains these razor-sharp missives, ready to be dispatched at a moment’s notice in the direction of a potential employer. What about the cover letter? It is often the forgotten weapon in your armoury and a last-minute pain to find in your arsenal.

Cover Letter Tips for Success

You are sitting in front of your computer and applying for a position via one of the many online employment directory services. You are seeking a new opportunity and a fresh start to ply your trade in the world around you. You have carefully ready the job listing, taking note of the salient skills required for the advertised position. You are enthusiastically nodding your head and thinking I can do this, I am the right person for this job. You quickly begin the application process and are immediately confronted by the cover letter question.

No War & Peace Please

Do you wish to write a cover letter, edit one in the system, or omit a cover letter with your application? The first option takes you into a long and winding road, as you narrate War & Peace, listing your suitability for the role. You delve into memories about desirable work experiences from your past. Suddenly the page is filled with copious amounts of information pertaining to your previous career experiences. Recruiting agents and potential employers do not like to receive lengthy essays regarding your entire working life and accompanying insights of wisdom. Keep it brief my friend if you want to be read at all.

Inject Some Humour Into the Proceedings

Better still bring some humour into the equation. New relationships of all persuasions are best begun with a bit of a laugh, if possible. Humour is one of the most attractive human qualities. The ability to make someone laugh is a valuable skill. Don’t over do it, of course, you are not interviewing for a spot on the Comedy Show. Nothing ribald or off colour please. Analyse your resume and see where your cover letter can better illustrate your skills or relevant experience. Use your cover letter as an introduction to the best things about you and why you are the perfect candidate for the job.

Midas Word can write your cover letter in Sydney, Melbourne, Adelaide, Perth and Brisbane for best results.

A Brand is Not a Product it is So Much More

We live in a consumer society. Many of us are crowded into urban coastal cities; where what we wear, drive, and consume defines who we are. A brand is not a product, it is so much more in the twenty first century. Things must have souls, because we live lives devoted to amassing things. Materialism is rife across the globe, especially in the wealthy developed nations. Science has killed off religion and we are left worshipping the homes we live in and the stuff we furnish our lives with. Our houses are temples of materialism. Our cars are are chariots, which encase us in gleaming metal. Our mobile phones and devices entrance us like talismans from a forgotten spiritual age.

Brands are Much More than a Name & Packaging

A brand is so much more than a name and packaging. Apple products hum with an intangible energy signature. BMW and Mercedes Benz vehicles enchant their owners with, almost, holographic intensity. Similarly, dozens of other brands wink and nod to millions of aspiring consumers, as these folks make their way through life. The young are, often, entrapped more easily into brand devotion, but their dedication can be fickle in the longer term. Lives are, seemingly, adjudged on the basis of material achievement. The type of home you live in. The kind of car that you drive. The brands you buy and wear. Consumer decisions replace creativity for the bulk of human beings living in these big cities.

Ethical & Sustainable Branding

INTRODUCTION

“A brand is not a product. It is the product’s essence…” (Kapferer in de Chematony, 2010, p 420)

“Marketing, I suspect, was first employed by those in the business of religion, as proponents set about selling belief in an invisible entity to those around them. That twenty first century ‘materialism’ should endower products with such intangibles as soul (Randazzo in Urde, 2009, p 621), through conceptual references to branding, is no surprise on this basis. In this critical review of ethical and sustainable branding in theory and practice, I will seek to identify some of the core issues. Human beings are inclined to imbue material objects with anthropomorphic characteristics, we have been doing it for millennia via our religious and cultural beliefs. Brands, accordingly, have intangibles such as, health, soul, and personality (de Chematony, 2010, p 431). In addition to their tangible inventory of trade-mark, logo and product (de Chematony, 2010, pp 418-419).”

Excerpt from full report into Ethical & Sustainable Branding. Click Here for more

Medecins Sans Frontieres Australia: Donate Now

I have always admired Medecins Sans Frontieres (MSF), Doctors Without Borders, for the work that they do around the world, helping people in desperate need, no matter where they are and whatever their beliefs. Health professionals and aid workers risking their lives to reach those in real need across the globe. MSF is, now, a large organisation operating out of hundreds of countries. They lobby governments and international bodies to assist them in reaching those who require medical assistance and aid. MSF does not balk at war and disaster zones, they charge right in and do their best to help those in perilous need. Donating money to MSF, wherever you are located around the world, is a smart compassionate move. Donate now!

MSF: Actions Speak Louder than Words

We sit in our comfortable environments, within our wealthy western cities, worrying about this and that, whilst human beings are dying, sickening and starving in droves in scores of places around the globe. We complain about our own problems, but have no comprehension of what life is like in a war or disaster zone. Organisations like MSF are vital to keep us in touch with our humanity, before we stray so far from our compassionate hearts, as to lose the ability to ever find our way back there. The actions of this group of brave people, reminds us that there is more to life than our own concerns.

Nobel Peace Prize Winning

“It is a Nobel Peace Prize winning brand; rolled gold in NFP terms. MSFA’s passionate and outspoken profile, continually raises awareness of the organisation’s relief work; offsetting the need for costly advertising. As a NFP brand in this sector, MSFA are less than 25 YO, which is relatively young in comparison to the Australian Red Cross and Save the Children brands. Their image is one of doctorly dedication, despite the dangers and political heat within these war and disaster zones. Their appeal, to both volunteers and donors, will only increase in this materialistic world; as they polarise this position. Donor surveying may provide useful brand perception information to hone further effective marketing strategies. The conquest of the airwaves and media by the digital world, ideally places NFPs in the phones and living rooms of Australian consumers, especially during times of heightened action. Social media platforms are an important part of this, and an expansion of this activity would prove fruitful. Fundraising revenue growth remains the branding strategy’s main target.”

Read Full Report

 

From Foxtel to Netflix: My Consumer Journey

In comparison with questions about the Two State Solution in Israel my home entertainment provider consumer journey may pale into insignificance, but it my journey just the same. Going from Foxtel to Netflix on my consumer journey has shown me certain things about the industry and myself. I drew a Customer Journey Map to illustrate the stages on my journey. The intimate nature of home entertainment means that your choices mirror parts of who you are. It used to be that we are what we eat and, now, we are what we watch on our screens. From Foxtel to Netflix: My consumer journey:

Image result for netflix images

 

Customer Journey Map

 

     AWARENESS        RESEARCH  EVALUATION  RECONSIDER    DECISION    
CONTEXT   My initial awareness, which prompted thinking about changing my main recreational media provider was economic. Monthly Foxtel bills of around $180 for x2 set boxes & the Platinum Package was becoming unaffordable. In addition, I had seen all the new release movies available on the Foxtel movie channels, because they were available earlier on DVD rentals, which I had accessed from a machine in my local shopping centre. The impetus for this behaviour was satisfying my 2 children’s desire to see new release movies.  Discussions with various family members & households, provided me with research material via anecdotal evidence. I experienced the Netflix streaming service on my brother’s TV set, whilst visiting him on an interstate trip to Perth. We watched a movie together with his family & the streaming service provided a fully functional audiovisual experience. He had a smart TV, which was connected online to streamline the whole experience. I do not have such a TV & realised my experience would be different on this basis.  Netflix offers a basic monthly package for one screen from as little as $9.99 & a family package of $29.99. This in comparison to my Platinum Foxtel package is a massive saving of some $100+. However, there is decidedly less content available on Netflix in all categories. The context of this consumer journey analysis will limit the focus to movies, TV shows & docos when comparing the offerings from both providers.  My set up with Netflix involves running a laptop through my TV screen. I need to use a mouse to navigate my way around programmes I am watching, this can be frustrating & inexact. This impacts negatively upon my Netflix experience. Foxtel provides super-duper remote controls & I do miss the ease of changing channels & shows. My decision to switch to Netflix as my main home entertainment provider from Foxtel, has saved me considerable money & will continue to do so. I have considered Amazon’s Prime, I signed up for a Free 30-day trial, but have already experienced that nearly all of their new release movie offerings are unavailable for Australian customers. It seems very focused on the American market.I will probably rent a few DVDs & go to the cinema more often to fill in the gaps, that Netflix cannot service.
What are you trying to do    I wanted to lower my monthly expenditure on home entertainment & refine my viewing options to remove stuff that I was paying for & not watching.  I want to find out whether switching to a streaming service like Netflix could provide me with satisfying home entertainment at a fraction of the cost I have been paying Foxtel for years for a similar service.  I have switched back & forth between the basic & family Netflix packages over the last 3 months, depending on the number of people currently residing in my household. The flexibility in changing packages is a plus in my experience with Netflix. Foxtel never felt so easy to amend its package; reductions meant a phone call to a call centre which was, obviously, undermanned. Waiting on the line probably discourages customers from reducing their packages.  My home entertainment choices have changed to watching more extended TV series & less feature films. Netflix allows you to binge on complete series, watching episode after episode. This deepens my experience of particular entertainment offerings, sometimes lasting for many hours over several nights. I probably watch less TV and read more books, which is usually more satisfying anyway. I succeeded in reducing my monthly expenditure by around $100+. I stopped paying for access to programming on Foxtel, which I was not using.I have sourced new Netflix original content, which although is uneven in quality in my opinion, which I formerly could not watch. Some good, some bad, a little like life itself.I have immersed myself in intensive home entertainment experiences, which is a new & different experience. I like intense!
Journey Stages     I initially contacted Foxtel & reduced my package by sending back one set top box. I re-contacted Foxtel about further reducing my package, but was told I could not. I then decided to completely end my Foxtel subscription, the Foxtel representative then referred me to the Loyalty Program Team. Suddenly, I was allowed to drastically reduce my package to just Sports & Entertainment for $38 per month.  After discussions with my brother & children, who both subscribe to Netflix & do not have Foxtel, I gathered impressions based on their reports both good & bad about Netflix.I, then, took the plunge, reducing my Foxtel to Sports, to feed my AFL/Sydney Swans fix (I live in South Australia & do not have access to a reliable free to air connection, which means no Swans’ games on TV).  I have been underwhelmed at the outset with the content presented by Netflix. Not many new release movies & lots of older made for TV shows. I have found myself clicking on a programme to view it & then rejecting it shortly afterwards. I have, like the Internet Dating experience online, become glazed over in ennui when trying to make a choice. Lists of offerings in categories reduce any specialness about your choice.  I watch things like ABC IView instead of Netflix, when I am sick of the glut of programmes about Americans beset by drug dealing, gun totting conflicts. I began with both economic & entertainment satisfaction problems. I relieved some of my economic pressure. I turned away from too much on tap, most of which was wasted upon me & unwatched, and found less is best.
Touchpoints(Interactions with brand, service, organisation)    I had heard from family about Netflix, as an online entertainment streaming service. However, it was only once the NBN had been connected in my area that I could take advantage of services such as these. I contacted Netflix via the internet & was offered a Free 30 day trial subscription – which I chose to take up.  I hooked up my laptop computer to my TV via a HDMI connection & launched Netflix. It wanted the usual information that most digital providers want to establish an account. This can be annoying, but is now a common fact of life in the digital age. I have fat pads full of USERNAMES & PASSWORDS for hundreds of digital accounts across the spectrum.  My experience with Netflix has been totally online & almost all positive. I have had a few browser issues, rejecting my account at the odd time, but it is difficult to ascertain whether these are IPS issues or operating system upgrade issues. I have reserved my judgement in regard to Netflix’s responsibility in these matters.  I am unrepentant in my decision to liberate myself from Foxtel, to the extent of only paying $38 per month for my AFL fix. It is no longer a bill that disturbs my fragile economy regularly. The flavour of Netflix is, I suppose, a fresh youthful one, when compared to Foxtel. New technology, new made to order content. Lots of young bland American faces overacting in poorly scripted programmes. Netflix is very young in terms of being a media organisation on the world stage.
Emotional Status (+ or -)  I felt very positive that I was reducing my monthly expenditure on home entertainment by some $100+ after many years of paying this amount. It was emotionally uplifting & liberating.  I was prepared to go cold turkey, as regards home entertainment on TV, because I had recently given up another addiction – alcohol. Watching TV, not effected by alcohol, was hard going initially anyway. Most made for TV entertainment is pretty dumb stuff & the booze blended the experience somewhat I think.  The deciding what to watch experience on Netflix can be emotionally draining. All these categories & programmes with little information to base your consumer choice upon, can become a trance like experience.  I remain buoyant in my emotional response to the saving of a $100+ I make every month. I abhor the Americanness of Netflix, but that culture overarches the whole media puzzle anyway. Occasionally I might feel clever or younger for an evening due to my consumption of Netflix, but not all that often.
Your Consumer Insights  My insight was that if you do not challenge your service providers by asking for a better deal or exactly what you want, you will never get what you want.  Netflix as purely digital provider demands more interactive data from consumers than Foxtel, which was more like a traditional entertainment provider in the mould of TV networks etc. You cannot just turn on the TV with Netflix, it takes more preparation & groundwork.Word of mouth plays the most important role in this consumer journey. Home entertainment strikes in the intimate enclave of the domestic abode.  You need to dig a little deeper, beyond judging these books by their covers (or TV programmes in this instance). I have been pleasantly surprised by some programmes, which I presumed were American (I loathe American made for TV culture), when in fact they were European & presenting quality acting & story telling.  Most stuff on TV is rubbish & we watch too much crap just because it is on or there.I have started to see more Netflix marketing on other media platforms, since I made the switch to them. It was not influential in my decision, however. Netflix is offering a good value product at the right price currently. They are short of quality content, but the two-edged sword reality tells me that more top quality programming will see higher monthly prices for subscriptions.I was aware of Netflix as a relatively new operator in the home entertainment industry, but their advertising had made little impression upon my consciousness.
Ideas and Opportunities (drivers of behaviour)  It is always good, as a consumer, to challenge service providers to come up with better packages to suit your needs.  Recommendations from existing consumers to their friends & family, earning them loyalty rewards could be very effective for providers like Netflix to attract new customers.  Netflix could be promoting their movies & TV shows more aggressively to stimulate interest in their streaming service.  Foxtel has a digital presence, which I have not explored, apart from when I was on a short holiday interstate. It would only be appropriate if I secured a much cheaper deal. I am currently content with my decision to shift to Netflix, but will monitor new arrivals in the home entertainment digital space.

 READ the FULL CONSUMER JOURNEY REPORT

Image result for foxtel images

 ©Robert Hamilton

 

Sex: The Wolf & Red Riding Hood

Sex, in the twenty first century, sits as an uncomfortable bedfellow with political correctness. One can almost see grandma in her bed, with her long snout tied beneath sleeping cap, and Little Red Riding Hood gazing into her great big eyes. The wolf lies beneath the sheets, pretending to be dear old granny, just like our sexuality temporarily at bay. The grey wolf is the ancestor of every loyal dog on the planet. Humanity has tamed the wolf and bred man’s best friend. Sexuality is the primeval pathway to procreation and though tamed today, still has fangs to bare. The sexual urge is primal and directly linked to our beastly nature. Stories of werewolves and full moon madness are remnants of our strange relationship to our own sexuality.

The Company of Wolves

“One Beast and only one howls in the woods by night.

The wolf is carnivore incarnate and he’s as cunning as he is ferocious, once he’s had a taste of flesh then nothing else will do.

At night, the eyes of wolves shine like candle flames, yellowish, reddish, but that is because the pupils of their eyes fatten on darkness and catch the light from your lantern to flash it back to you – red for danger; if a wolf’s eyes reflect only moonlight, then they gleam a cold and unnatural green, a mineral, a piercing colour.”

Angela Carter, The Company of Wolves

The Wolf & Female Sexuality

The she-wolf in art has an added sexual dimension; and the wolf and female sexuality have been linked ever since. Think of the psychological themes underpinning the story of Little Red Riding Hood, with their allegorical allusions to emerging sexuality communicated via the carnality of the tale. Perrault’s original seventeenth century title was Red Cap, and that name has allusions to the clitoris and the deflowering of virginity.[20] It is in many ways, a traditional folk story about the coming of age, which has been turned into a more prudish warning of the dangers men pose to young girls. The wolf is a carnal beast and much blood is spilt, echoing the breaking of the hymen during first penetration.

“He stood in a clearing, reading his verse out loud

in his wolfy drawl, a paperback in his hairy paw,

red wine staining his bearded jaw. What big ears he had! What big eyes he had! What teeth!

In the interval, I made quite sure he spotted me,

sweet sixteen, never been, babe, waif, and brought me a drink, my first.”

Carol Ann Duffy, “Little Red- Cap”

She-Wolves in Rome

Cristina Mazzoni makes an interesting word correlation when she points out in her book, She-Wolf: The Story of a Roman Icon, the word ‘troia’ in Italian can describe a female animal, a sow, but that it is also a derogatory slang term for a female prostitute. Which is fairly run of the mill male misogynistic language; but interestingly if that word is capitalised as “Troia’, it becomes the Homeric ancient city of Troy.[29] Thus linking to the tale of the twins and the founding of Rome.

©Robert Hamilton

CONTINUED HERE

 

Plutarch: Historian or Myth Maker?

Plutarch, like many writers, told his audience what they wanted to hear. When comparing Plutarch’s account of the Osiris myth, in his Isis and Osiris, with the extant evidence from ancient Egypt, it is clear that the myth was a later development within the narrative of Egyptian religion. The textural evidence from the Egyptian civilisation represents a chronology over some three millennia from the Old Kingdom period up until the end of the Roman period. Egyptologists have found it useful to break up this enormous chronology into various sections; and this essay will analyse the extant information about the Osiris myth within the various established time periods. Plutarch, it is suggested, wrote his version of the myth around CE 120, at the latter stage of his own life. It is also constructive to keep in mind that all historians write in response to the issues of their own age when writing about the past. Plutarch’s reliability in recording the Osiris myth according to ancient Egyptian sources is particularly influenced by this fact. The cult of Isis was experiencing heightened popularity within the first centuries of the Imperial period of the Roman Empire; and this would have made the Osiris myth attractive to an author like Plutarch.[1] His decision to put the goddesses name first in the title may have been a savvy publishing move.

 Viewing Egypt Through Greek Coloured Glasses

Plutarch dedicates his account of the myth to someone called Clea, who, apparently, was a Priestess of Isis in Greece.[2] Plutarch himself, at this time, was now a Priest at Delphi; and these religious contexts are readily observable within his account of the Osiris myth. They are his motivation for writing Isis and Osiris; he is placing one of the major mythological strands of the Egyptian religious narrative within a wider conceptual paradigm of his own devising. This is strongly influenced by his Hellenism and adherence to the principals and pantheon of Greek philosophy and religion.[3] Plato is woven into this account, and his philosophy called upon to explain several key concepts.[4] Apart from Plato, as a source for Plutarch’s understanding of Egypt, he also calls upon Herodotus to explain folk lore and the etymology of certain words.[5] JG Griffiths, in his invaluable introduction and commentary to Isis and Osiris,  informs readers that Plutarch also drew upon Homer, Hesiod, Simonides, Euripides, Anaxagoras, Aristotle, Cleanthes, Theodorus and Pindar.[6] Plutarch did, also, spend some time in Egypt. Plutarch is writing for a Graeco-Roman audience; and seeking to interpret the Osiris myth within that philosophical mindset.[7] The characters within the story are given Greek names, with Seth becoming Typhon, Thoth is Hermes, Osiris is alluded to be Dionysus, Isis linked to Persephone, and Horus called Apollo by the Greeks. In many ways, Plutarch the writer is taking raw material and moulding it into a story of his own conception, to serve his own ends; reliability and sticking to his sources seem the least of his concerns.

 Greek Contextualisation Continues

“Osiris was born, and at the hour of his birth a voice issued forth saying, “The Lord of All advances to the light”. “[8]

Plutarch relates that Osiris was born on the first of the five “intercalated” days, which stand apart from the lunar calendar; and he invokes Zeus, Rhea and Cronus in his introduction to Osiris. Diodorus Siculus (90 BCE – CE 30), a near contemporary of Plutarchs, also wrote about Egypt, Osiris and Isis. Diodorus wrote in a similar vein to Plutarch about Osiris and Isis, again for a Graeco-Roman audience, placing their story in the context of the Greek gods, and relating parts of it to Dionysus and the mysteries surrounding this deity.[9] 

 

CONTINUED HERE

©Robert Hamilton

 

 

[1] J Gwyn Griffiths, Plutarch’s De Iside et Osiride, (Cardiff, 1970), p. 32.

[2] Plutarch, Isis and Osiris, (trans. FC Babbitt) Vol V, Loeb Classical Library ed of the Moralia (1936), (Updated Oct 2012) (ed. Bill Thayer) http://penelope.uchicago.edu/Thayer/E/Roman/Texts/Plutarch/Moralia/Isis_and_Osiris*/home.html viewed 2016. p. 7.

[3] Op.cit., pp. 19, 31.

[4] Ibid, p. 32.

[5] Plutarch, Isis and Osiris, p. 13.

[6] J Gwyn Griffiths, p. 75.

[7] Ibid, p. 30.

[8] Ibid, p. 32.

[9] Diodorus Siculus, The Library of History, (trans. C.H. Oldfather), Loeb Classical Library, Vol 1, Updated 5 Aug 2016, http://penelope.uchicago.edu/Thayer/E/Roman/Texts/Diodorus_Siculus/home.html  viewed 2016 pp. 71-73.