tag:blogger.com,1999:blog-82353807372769598652024-02-02T05:15:35.615-08:00Cultural ThoughtsCarol L. Weinfeldhttp://www.blogger.com/profile/01103463979084782983noreply@blogger.comBlogger28125tag:blogger.com,1999:blog-8235380737276959865.post-9559980269813452722020-11-30T11:10:00.001-08:002020-11-30T11:10:51.603-08:00Letters from Lockdown: A Slice of Pizza<p>She only wanted a slice of pizza. </p><p>She learned of the pizza popup through Instagram, and in early evening walked to the location, which happened to be in her neighborhood. There she saw around twenty people at closely placed tables in a small space. The proximity to so many people made her nervous. They appeared to be enjoying a night out. She should have gone earlier, in retrospect, to avoid the crowd, but wanted the outing to coincide with her second daily walk. </p><p>She waited to order at the window. There was not much space to stand, so she stood apart from the other two people. After she paid, the server said to wait to the right, across the alley. As five or ten minutes passed, she decided to leave and return, since it became windy and cold, and she saw a group receive an entire pizza, which made her think she would have to wait for a while. She thought they would save the slice for her when she returned in about twenty minutes.</p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEirfVY5DpuihOHx-gt3i5uDlqQLb2jih24evqQL44-25UXwqpGmc_RDpOfs41rYHe93R3Vc2oWEs14MRa1wslNeilUFtzT5X3TXXckhsAFMAciYNnpEMlaJ4QKK-ZZJ6H7qCYpx9yxAB3VO/s2048/IMG_20201019_184539659.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="2048" data-original-width="1536" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEirfVY5DpuihOHx-gt3i5uDlqQLb2jih24evqQL44-25UXwqpGmc_RDpOfs41rYHe93R3Vc2oWEs14MRa1wslNeilUFtzT5X3TXXckhsAFMAciYNnpEMlaJ4QKK-ZZJ6H7qCYpx9yxAB3VO/s320/IMG_20201019_184539659.jpg" /></a></div><p>When she returned, the server said, "We looked for you, but couldn't find you." He said to have a seat and the Chef (the reason for her visit) would make her a new slice. She waited, and received a beautiful slice. Due to her nervousness from being close to others during COVID-19, she decided to return home. Upon her return, she noticed the slice had meat on it, which she hadn't seen in the dark, and which she couldn't eat, as a vegetarian. </p><p>She returned to the bar's window with the slice, and told the server. He apologized profusely and refunded her money, since they no longer had the vegetarian pizza. Later she messaged the Chef about the mixup, and he nicely offered her a pizza pie at his next popup. </p><p>She longed for the days when one could enter a pizzeria, pay, and leave with a slice. Without social distancing. Without fear of others being infected. Without discomfort.</p>Carol L. Weinfeldhttp://www.blogger.com/profile/01103463979084782983noreply@blogger.comSan Francisco, CA, USA37.7749295 -122.41941559.4646956638211535 -157.5756655 66.085163336178852 -87.2631655tag:blogger.com,1999:blog-8235380737276959865.post-52101139402113385582020-06-30T15:14:00.000-07:002020-07-05T13:46:25.046-07:00Letters from Lockdown: Farmers Market SadnessTuesday is the cruelest day. <div><br /></div><div>It reminds one of the Saturday farmers market which one does not visit, a weekly event for years. Instead one shops on Tuesday to avoid the lines and crowds. </div><div><br /></div><div>One misses the conviviality, the information from farmers, the experts on produce. One had favorite vendors, and favorite stands for specific fruit or vegetables.</div><div><br /></div><div>Now one dodges a few people who are browsing and they may perhaps buy a bunch of basil. Conversation is hurried with farmers, or nonexistent. Move along. Stay apart. </div><div><br /></div><div>The regular shoppers are not there. The favorites are not there. Instead one chooses among a handful of stands. Items may be bundled, since we cannot choose for ourselves. Perhaps with a hand inside a plastic bag one could. However, the policies change each week. </div><div><br /></div><div>One discovers the taste of food purchased at home, and is happily surprised, or not.</div><div><br /></div><div style="text-align: left;">Yet one is safe. One could be outdoors briefly. One could eat well. One is alive.</div><div style="text-align: left;"><br /></div><div style="text-align: left;"><br /></div><div style="text-align: left;"><br /></div><div class="separator" style="clear: both; text-align: center;"><a href="https://www.flickr.com/photos/4nitsirk/14708001049/in/photolist-opGmhZ-aevPD4-aeyiRE-aeyvbd-aevFJk-aevQKM-aeyuSb-oiXAMo-aeyE29-aevF9p-aeyv2f-5tLWFL-aevFga-aeyuZo-aeyDyC-6DPCGD-6DPDU8-6DTQ6C-6DTRcU-6W5JCb-6DPwbF-6DPv7p-6DPxkc-6DPzFZ-bCx1C6-6W5JqA-6L32QK-6DTTtm-a2aPZi-6DPynp-6DPH6e-aeyDtA-84qLD2-6DPBQn-aeyvmL-aevB7X-6DTL3Q-aevQd6-aevBo4-aeyvku-aeyqYh-aeyjxS-aevtPR-aevQ3n-7wjatR-aeyDh3-aeyvDN-aeyvGA-7wt7Lr-7wjatK" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="266" data-original-width="400" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjYrkUvRQS3wEO05ScQyPfj6Mr_A0VVb2mahbemtjqwYmy8NfvHfoh_l_1NvV92aqG7NLZXK6_Hpq5quNF3yRO59D8q2ov0BtDI1nVgXUGIKSr8T2t0YbvnNlvGP8vu4iPIJAQeHQgolytw/s320/14708001049_644e370d29_w.jpg" width="320" /></a></div><div style="text-align: center;"><br /></div><div style="text-align: left;"><br /></div><div style="text-align: left;"><br /></div><div style="text-align: left;"><br /></div><pre style="text-align: center;"><br /></pre><div><br /></div><div style="text-align: center;"><br /></div>Carol L. Weinfeldhttp://www.blogger.com/profile/01103463979084782983noreply@blogger.com0tag:blogger.com,1999:blog-8235380737276959865.post-77447770328163047652020-06-18T08:36:00.001-07:002020-06-18T13:55:09.821-07:00Letters from Lockdown: COVID-19 ParkourUp and down, back and forth one walks. One is transported to the board game Chutes and Ladders, although in real life. <div><br /></div><div>We have to keep our distance. In order to do so, one may have to walk into the gutter, cross the street, wait for others or even walk to the next block, up a hill. </div><div><br /></div><div>Don't complain. At least one could have exercise.</div><div><br /></div><div>Yet one has difficulty with the dog walkers. So slow, an impediment. The dogs have a great life, since they could take their time. The sidewalk is fascinating to them. Why?</div><div><br /></div><div>In order to have exercise, one learns the empty streets. One learns the empty times. One could go faster without others to go around. We will not reveal these secret places. It is for others to discover themselves.</div><div><br /></div><div>Parkour: <font face="times">The </font>word derives from <i>parcours du combat</i> (obstacle course). Now one knows what it means. Other pedestrians are the obstacles in this course. Oh, to be a runner! One could quickly detour around the obstacles.</div><div><font face="times"><span style="background-color: white; color: #222222; font-size: 16px;"><br /></span></font></div><div style="text-align: center;"><br /></div><div style="text-align: center;"><font color="#0000ee" face="times"><u><br /></u></font></div><div style="text-align: center;"><iframe allow="accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture" allowfullscreen="" frameborder="0" height="270" src="https://www.youtube.com/embed/UaRbdbdPMdc" width="480"></iframe></div><div style="text-align: left;"><br /></div><div style="text-align: left;"><br /></div><div style="text-align: left;">Oh, to be a flậneur, as in the past, strolling through the city, stopping and looking in store windows, at buildings, at flowers, at whatever, just avoiding bumping into others, without a care. How one longs for those days, pre-COVID-19. Will they return? </div>Carol L. Weinfeldhttp://www.blogger.com/profile/01103463979084782983noreply@blogger.com0tag:blogger.com,1999:blog-8235380737276959865.post-72638793633840483532020-03-04T19:35:00.000-08:002020-03-04T19:35:30.323-08:00Caveat emptorThe hotel looks pretty in the pictures. The reviews are great. It has thousands of Instagram followers. Their restaurant appears attractive.<br />
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The request for a quiet room was for naught, since most of the rooms face a parking area. The restaurant, which appeared to be in the main building, is in the parking area. The late night people made noise as they left the restaurant.<br />
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The air conditioning unit was deafening, so the engineer brought a fan to use instead. The dead bolt was misaligned, so he had to repair it so the room's door could be locked. The mirror on the bathroom door was loose and might fall. The floor was warped where it met the entrance to the bathroom and would be replaced, the engineer said.<br />
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<img alt="Old Painting" border="0" height="240" src="https://live.staticflickr.com/8299/7930089468_0dc846949a_b.jpg" style="display: block;" width="320" /><a href="https://www.flickr.com/photos/67321797@N03/7930089468" style="font-style: italic;">"Old Painting"</a><i> by </i><a href="https://www.flickr.com/photos/67321797@N03" style="font-style: italic;">Krebs' Class</a><i> is licensed under </i><a href="https://creativecommons.org/licenses/by-nc-sa/2.0/?ref=ccsearch&atype=html" style="font-style: italic; margin-right: 5px;">CC BY-NC-SA 2.0</a><a href="https://creativecommons.org/licenses/by-nc-sa/2.0/?ref=ccsearch&atype=html" rel="noopener noreferrer" style="display: inline-block; font-style: italic; height: 22px; margin-left: 3px; margin-top: 2px;" target="_blank"><img src="https://search.creativecommons.org/static/img/cc_icon.svg" style="display: inline-block; height: inherit; margin-right: 3px;" /><img src="https://search.creativecommons.org/static/img/cc-by_icon.svg" style="display: inline-block; height: inherit; margin-right: 3px;" /><img src="https://search.creativecommons.org/static/img/cc-nc_icon.svg" style="display: inline-block; height: inherit; margin-right: 3px;" /><img src="https://search.creativecommons.org/static/img/cc-sa_icon.svg" style="display: inline-block; height: inherit; margin-right: 3px;" /></a></div>
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The blanket did appear like the one in the pictures. The lobby is cute and cozy. The location is close to town, within walking distance. A move (luckily) to the main building assured sleep, due to a less noisy air conditioner.<br />
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However, the time spent on repairs to a place not one's own was disconcerting. It is a motor inn transformed to a boutique hotel, which was not completely successful. We met the photographer outside, who excels at dreamy photos.<br />
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Don't believe everything on social media. Ask friends if one can. Anyway.<br />
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<br />Carol L. Weinfeldhttp://www.blogger.com/profile/01103463979084782983noreply@blogger.com0tag:blogger.com,1999:blog-8235380737276959865.post-12979852470292222172017-08-17T14:26:00.001-07:002017-08-28T16:19:18.464-07:00It's the Time of the Season for Tomato QuicheNewspaper clippings, I have a few. I enjoy reading <a href="https://www.wsj.com/" target="_blank">the Wall Street Journal</a> for its Slow Food Fast column and saved this quiche <a href="https://www.wsj.com/articles/spring-quiche-with-mushrooms-and-asparagus-35-minute-recipe-1491419973" target="_blank">recipe</a> by Chef Edouard Jordan of <a href="http://salarerestaurant.com/" target="_blank">Salare</a> restaurant. His story growing up is particularly interesting, of his working Mom and how she quickly made dinner. Perhaps she inspired him to be a chef?<br />
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Although it is for spring, one could adapt the recipe with any vegetables. I used tomatoes, since they are in abundance at this time. Cherry tomatoes, to be exact. I<span style="font-family: inherit;"> sautéed</span> them as per the recipe, and used a store-bought crust, but could make the crust next time.<br />
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The <span style="font-family: inherit;">sautéeing</span> emphasizes the tomatoes' sweetness. Picture not available! The cheddar cheese with the tomatoes evokes a cheese and tomato pie, and the base is a lovely custard. Try it for a simple, delicious meal!<br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj-RZ3eh4ZO8i7CybzgaxIawBHrOmaQ7mJUUBkVt2GUpoFzHrLLdOyouE3oJcthNysDtnxzOjOalkWbwD3HYqBL1OJ45PnBRR9Wg_8mtsMElgMyCFwsjyE9UhrJMAMuU_rpXvI6rIeyNmXW/s1600/2017-08-16+12.25.25.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em; text-align: center;"><img border="0" data-original-height="1600" data-original-width="1200" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj-RZ3eh4ZO8i7CybzgaxIawBHrOmaQ7mJUUBkVt2GUpoFzHrLLdOyouE3oJcthNysDtnxzOjOalkWbwD3HYqBL1OJ45PnBRR9Wg_8mtsMElgMyCFwsjyE9UhrJMAMuU_rpXvI6rIeyNmXW/s320/2017-08-16+12.25.25.jpg" width="240" /></a></div>
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Spring Quiche with Mushrooms and Asparagus</h6>
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by Edouardo Jordan</h6>
<div style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; color: #333333; font-family: "Chronicle SSm", serif; font-size: 16px; line-height: 28px; margin-bottom: 18px; outline: 0px; padding: 0px; vertical-align: baseline; word-wrap: break-word;">
<span style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Total Time:</span> 35 Minutes <span style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Serves:</span> 4</div>
<ul class="articleList" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; clear: both; list-style: none; margin: 0px 0px 20px; outline: 0px; padding: 0px; vertical-align: baseline;">
<li style="background-attachment: initial; background-clip: initial; background-image: url("data:image/png; background-origin: initial; background-position: left 7px; background-repeat: no-repeat; background-size: 6px 6px; border: 0px; line-height: 21px; margin: 0px 0px 6px; max-width: 580px; outline: 0px; padding: 0px 0px 0px 15px; vertical-align: baseline;"><span style="font-family: inherit;">3 tablespoons olive oil</span></li>
<li style="background-attachment: initial; background-clip: initial; background-image: url("data:image/png; background-origin: initial; background-position: left 7px; background-repeat: no-repeat; background-size: 6px 6px; border: 0px; line-height: 21px; margin: 0px 0px 6px; max-width: 580px; outline: 0px; padding: 0px 0px 0px 15px; vertical-align: baseline;"><span style="font-family: inherit;">1 cup morels or any spring mushrooms, and cut into bite-size pieces</span></li>
<li style="background-attachment: initial; background-clip: initial; background-image: url("data:image/png; background-origin: initial; background-position: left 7px; background-repeat: no-repeat; background-size: 6px 6px; border: 0px; line-height: 21px; margin: 0px 0px 6px; max-width: 580px; outline: 0px; padding: 0px 0px 0px 15px; vertical-align: baseline;"><span style="font-family: inherit;">Salt and freshly ground black pepper</span></li>
<li style="background-attachment: initial; background-clip: initial; background-image: url("data:image/png; background-origin: initial; background-position: left 7px; background-repeat: no-repeat; background-size: 6px 6px; border: 0px; line-height: 21px; margin: 0px 0px 6px; max-width: 580px; outline: 0px; padding: 0px 0px 0px 15px; vertical-align: baseline;"><span style="font-family: inherit;">¼ cup sliced yellow onions</span></li>
<li style="background-attachment: initial; background-clip: initial; background-image: url("data:image/png; background-origin: initial; background-position: left 7px; background-repeat: no-repeat; background-size: 6px 6px; border: 0px; line-height: 21px; margin: 0px 0px 6px; max-width: 580px; outline: 0px; padding: 0px 0px 0px 15px; vertical-align: baseline;"><span style="font-family: inherit;">½ cup chopped asparagus</span></li>
<li style="background-attachment: initial; background-clip: initial; background-image: url("data:image/png; background-origin: initial; background-position: left 7px; background-repeat: no-repeat; background-size: 6px 6px; border: 0px; line-height: 21px; margin: 0px 0px 6px; max-width: 580px; outline: 0px; padding: 0px 0px 0px 15px; vertical-align: baseline;"><span style="font-family: inherit;">¾ cup shredded sharp cheddar</span></li>
<li style="background-attachment: initial; background-clip: initial; background-image: url("data:image/png; background-origin: initial; background-position: left 7px; background-repeat: no-repeat; background-size: 6px 6px; border: 0px; line-height: 21px; margin: 0px 0px 6px; max-width: 580px; outline: 0px; padding: 0px 0px 0px 15px; vertical-align: baseline;"><span style="font-family: inherit;">⅓ cup cream</span></li>
<li style="background-attachment: initial; background-clip: initial; background-image: url("data:image/png; background-origin: initial; background-position: left 7px; background-repeat: no-repeat; background-size: 6px 6px; border: 0px; line-height: 21px; margin: 0px 0px 6px; max-width: 580px; outline: 0px; padding: 0px 0px 0px 15px; vertical-align: baseline;"><span style="font-family: inherit;">⅓ cup milk</span></li>
<li style="background-attachment: initial; background-clip: initial; background-image: url("data:image/png; background-origin: initial; background-position: left 7px; background-repeat: no-repeat; background-size: 6px 6px; border: 0px; line-height: 21px; margin: 0px 0px 6px; max-width: 580px; outline: 0px; padding: 0px 0px 0px 15px; vertical-align: baseline;"><span style="font-family: inherit;">3 eggs</span></li>
<li style="background-attachment: initial; background-clip: initial; background-image: url("data:image/png; background-origin: initial; background-position: left 7px; background-repeat: no-repeat; background-size: 6px 6px; border: 0px; line-height: 21px; margin: 0px 0px 6px; max-width: 580px; outline: 0px; padding: 0px 0px 0px 15px; vertical-align: baseline;"><span style="font-family: inherit;">1 (9-inch) prebaked pie shell</span></li>
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<div style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; color: #333333; font-family: "Chronicle SSm", serif; font-size: 16px; line-height: 28px; margin-bottom: 18px; outline: 0px; padding: 0px; vertical-align: baseline; word-wrap: break-word;">
<span style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">1.</span> Preheat oven to 375 degrees. Warm 2 tablespoons oil in a medium sauté pan over medium-high heat. Add mushrooms and cook until they release liquid and sear, about 3 minutes. Season with salt and stir in onions and asparagus. Sauté until onions soften and asparagus is bright green, about 3 minutes. Season to taste with salt.</div>
<div style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; color: #333333; font-family: "Chronicle SSm", serif; font-size: 16px; line-height: 28px; margin-bottom: 18px; outline: 0px; padding: 0px; vertical-align: baseline; word-wrap: break-word;">
<span style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">2.</span> Scatter half the cheese across bottom of pie crust. In a medium bowl, beat together cream, milk, eggs and a generous pinch each of salt and pepper. Pour sautéed vegetables over cheese and top with egg mixture and remaining cheese. Bake quiche until base sets and browns slightly at edges, about 20 minutes. Before slicing, let quiche cool 5 minutes.</div>
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<span style="font-family: inherit;"><span style="background-color: white; color: #222222; font-size: 16px;"><br /></span></span>Carol L. Weinfeldhttp://www.blogger.com/profile/01103463979084782983noreply@blogger.com0tag:blogger.com,1999:blog-8235380737276959865.post-21727572796146951512014-04-10T21:43:00.000-07:002014-04-10T21:43:47.449-07:00Cultural Differences <a href="http://iamother.com/about" target="_blank">i am OTHER</a> is <a href="http://pharrellwilliams.com/" target="_blank">Pharrell Williams</a>' company which celebrates people who are different. Who is the other, one asks? It could be those different or foreign. The new student in school, the refugee, the immigrant. To learn about the other adds depth to our analysis of consumers. To increase one's knowledge, it is important to travel and learn about other cultures. Subsequently, one could compare and contrast those cultures with one's own.<br />
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The recent exhibit "In Grand Style: Celebrations in Korean Art during the Joseon Dynasty," at the <a href="http://www.asianart.org/" target="_blank">Asian Art Museum</a>, provides a window, through art, of another time and culture. We learn of the Koreans' system of royal lineage, where political power could be inherited by women, although they could not be rulers. Think of powerful women in our history for analogy.<br />
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<a href="http://en.wikipedia.org/wiki/Joseon_Tongsinsa" target="_blank"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiRtKrWE0YuasPCDr1VN1Z0TzRtxLs-fdTC2GX41HLfh4gbC3FQVWQ26anZchbxoDLfR9z6Acl6LlrtyIYIn-rf2TswqUmIttbNYutOolr2gMsB1teE62bS1LgtlGEElgLIBoOcvyc-76a3/s1600/Joseon_procession_in_Edo_1748.jpg" height="241" width="320" /></a></div>
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A painting of a king in front of a landscape signifies his relationship to and power similar to nature's. The five peaks behind him represent the universe. Current official governmental portraits or family photos reflect this painting.<br />
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The impressive 150 foot long scroll from 1795, "King Jeongjo's Procession to His Father's Tomb in Hwaseong" emphasizes the importance of commemoration for this culture. In this artwork, one understands the values of family, royalty and honoring one's parents. The commemorative quality reminds us of the incessant photography, Snapchat and Instagramming of our culture. The Koreans of the Joseon dynasty are the other, but not so different. We also want to record aspects of our lives. Through viewing other cultures, we may learn about our own. Thoughts on consumers...Carol L. Weinfeldhttp://www.blogger.com/profile/01103463979084782983noreply@blogger.com0tag:blogger.com,1999:blog-8235380737276959865.post-72845798431613925572014-01-08T23:30:00.000-08:002014-01-08T23:32:29.274-08:00The Art of FinesseIt is not often that people behind the scenes take center stage. Yet that happens in the documentary of a <a href="http://www.steinway.com/" target="_blank">Steinway & Sons</a> piano tuner in Vienna, <a href="http://vimeo.com/31137009" target="_blank">Pianomania</a>. We watch Stefan<span style="font-family: Helvetica, Arial, sans-serif; font-size: x-small; line-height: 21px;"> </span>Knüpfer and his efforts to perfect pianos. Perhaps he will add felt inside a piano. Perhaps replace parts. Even add acoustic panels to the concert hall. To achieve excellence and accommodate his clients, he will do everything possible.<br />
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<iframe allowfullscreen="" frameborder="0" height="281" mozallowfullscreen="" src="//player.vimeo.com/video/31137009" webkitallowfullscreen="" width="500"></iframe> <a href="http://vimeo.com/31137009">PIANOMANIA - Trailer</a> from <a href="http://vimeo.com/ovalfilm">OVALfilm</a> on <a href="https://vimeo.com/">Vimeo</a>.<br />
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The main story consists of the preparation and search for pianos for a recording session of Bach's <i>The Art of the Fugue</i> by the renowned pianist <a href="http://www.pierrelaurentaimard.com/" target="_blank">Pierre-Laurent Aimard</a> . (In other scenes, famous pianists such as <a href="http://www.alfredbrendel.com/" target="_blank">Alfred Brendel</a> and <a href="http://www.langlang.com/" target="_blank">Lang Lang</a> rehearse and perform.) Aimard plays several pianos and requests many variations to their sound. A twist to the plot includes the sale of a familiar piano, which disappoints the pianist. When the recording begins, the engineers also voice their opinions about the sound, which leads to more piano tuning.<br />
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The lessons for the viewer of this fascinating documentary are to have patience, and how to solve problems for clients. As they demand more and more of us, we learn about them and ourselves. Some clients are extremely difficult and finicky, but as we strive for perfection, the results could be brilliant and worth the trouble. <br />
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<br />Carol L. Weinfeldhttp://www.blogger.com/profile/01103463979084782983noreply@blogger.com0tag:blogger.com,1999:blog-8235380737276959865.post-82985306721357647292013-12-22T22:07:00.002-08:002013-12-22T22:07:16.399-08:00The Lives of OthersNot many fictional films evoke real life as well as "<a href="http://www.whatmaisieknew.com/" target="_blank">What Maisie Knew</a>." Directed by Scott McGehee and David Siegel, it is the story of a child caught between fighting parents, based on the novel of the same title by Henry James. Not nearly as incisive and nuanced as the novel (but what films are?), it still imparts to the viewer the problematic feelings of a child affected by unhappy parents.<br />
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We observe Maisie, beautifully portrayed by Onata Aprile, as she understands and does not understand what happens around her. The close camera work, often indoors, focuses our attention on her. The day-lit shots and the natural acting of Alexander Skarsgård convince us that we are watching a documentary. It reminds us of the excellent <a href="http://www.imdb.com/title/tt0244316/" target="_blank">Yi Yi</a> by Edward Yang, also shot from a child's point of view, with the camera as his eyes.<br />
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As planners, we could learn the importance of sympathy and empathy from "What Maisie Knew." As <a href="http://joymachine.typepad.com/northern_planner/2013/12/commuting-efficiency-and-the-value-of-being-around-real-people.html" target="_blank">Northern Planner</a> writes, "The more we're in the lives of others, the more we can know them." As we watch Maisie and the conflicting emotions her face conveys, we understand her life. The way to understand others is to enter into their lives, as the camera does. Just some ideas for planning...<br />
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<span style="font-family: inherit;"><span style="background-color: white; color: #222222; line-height: 16px;"><br /></span></span>Carol L. Weinfeldhttp://www.blogger.com/profile/01103463979084782983noreply@blogger.comtag:blogger.com,1999:blog-8235380737276959865.post-84801376439284214512013-06-10T00:22:00.000-07:002013-06-10T00:22:06.572-07:00Mike Tyson, StorytellerWhat are important elements for good storytelling?<br />
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Emotion, suspense and humor are a few.<br />
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Mike Tyson utilized these elements at his recent show "Undisputed Truth," where he told stories from his life.<br />
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Sad stories included his mother's death, his sister who died young and his 3 year-old daughter's death due to an accident. He talked about his violence, crimes and addiction, but says he has reformed.<br />
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Suspense caused the audience to listen attentively to details of Tyson's youth and a violent fight in a store against a boxer. We learned that he grew up on the streets of Brooklyn and how his mentor Cus D'Amato helped him become a champion. He mentions the book "A Tree Grows in Brooklyn", which he jokingly says depicts a story quite different from his own.<br />
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Tyson utilized humor when he explained that "hard times" were the reason for his tour. This joke engaged the audience since they are sympathetic to Tyson as fans, know he lost millions and experienced difficulties themselves.<br />
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The fighter's stories fit the American love of a "rags to riches" tale. In American culture, we believe we could begin poor and end rich. We could redeem ourselves and receive a second chance. These values work with Tyson's show and our culture of possibility. Despite his losses, he could win again.Carol L. Weinfeldhttp://www.blogger.com/profile/01103463979084782983noreply@blogger.com0tag:blogger.com,1999:blog-8235380737276959865.post-12253555144512375432013-02-28T21:46:00.000-08:002017-02-28T22:12:59.496-08:00Three Ways to Tell Your Brand's StoryAfter a viewing of the <a href="http://britisharrows.com/award-type/british-arrows-award-winners-2013/" target="_blank">2013 British Arrow Awards winners</a>, one notices the powerful storytelling of three commercials. Drama, realism and emotion were utilized.<br />
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The <a href="http://www.theguardian.com/us" target="_blank">Guardian</a> chose to employ news to transform a classic story, "The Three Little Pigs" (<a href="http://www.bartleboglehegarty.com/" target="_blank">BBH agency</a>) through drama. Perhaps an everyday occurrence, like a fire, could become exciting through its storytelling. Journalism could be fascinating.<br />
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The real life drama of a homeless woman is portrayed in "A Woman's Nightmare." (<a href="http://www.publicisgroupe.com/" target="_blank">Publicis Conseil, Paris</a>) The close camera and graininess of the film involve and affect the viewer, as does the interactive quality at the end, when the viewer could choose the film's ending.<br />
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Emotion connects viewers to brands. The strong film to promote the Channel 4 Paralympics (<a href="http://www.4creative.co.uk/" target="_blank">4creative agency</a>) stirs us through music and documents the players' struggles. We understand that their difficulties resemble those of athletes without disabilities and applaud them.<br />
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These are three means of storytelling which are appropriate to the brands. Through artistry, the brand's values shine. A good story increases consumer interest and ultimately engagement. A few thoughts on branding...<br />
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And just for fun: <a href="http://www.publicenemy.com/" target="_blank">Public Enemy</a>'s "Harder than You Think" UK Paralympics version, which boosts their brand's story.<br />
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<br />Carol L. Weinfeldhttp://www.blogger.com/profile/01103463979084782983noreply@blogger.com0tag:blogger.com,1999:blog-8235380737276959865.post-84341654772025173302013-02-04T23:18:00.001-08:002013-06-01T00:22:31.281-07:00Abraham Lincoln, Account Planner<br />
Ideas come from the most unlikely places.<br />
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We decided to see one of the Oscar nominees for Best Picture, "Lincoln."<br />
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The film depicts the President strategizing to pass the Thirteenth Amendment, which reminded us of planning in advertising. How could one best solve problems? What qualities are needed?<br />
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In the film, President Lincoln evidences many of these qualities.<br />
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Empathy: Lincoln understands the plight of African Americans when sympathetically speaking to his wife's maid.<br />
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Listening: The President listens with an openness and fairness to constituents who ask for his advice. Knowledge gleaned directly from the source is valuable.<br />
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Analysis: After gathering information, he uses it to solve problems from a different angle. He applies a mathematical principle he learned in the past to solve a human problem.<br />
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Storytelling: After solving a problem, he explains its solution through an engaging story.<br />
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Ideas from history for planners.Carol L. Weinfeldhttp://www.blogger.com/profile/01103463979084782983noreply@blogger.com0tag:blogger.com,1999:blog-8235380737276959865.post-17582280401078717222013-01-28T21:43:00.000-08:002013-06-07T00:34:37.764-07:00Stop, Look and Listen<br />
Comportment - To conduct or behave (oneself) in a particular manner. (The American Heritage Dictionary of the English Language, 1969)<br />
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Over time, societal behavior changes. As planners, we are attuned to that.<br />
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One noticed recently in public spaces: A man stretches his feet into the aisle of the bus. A teenage girl bends her knees and places her feet on the bus seat. An elderly woman rests her feet on a theater railing. A young woman lies down on a gym's bench while texting.<br />
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A relaxed attitude prevails. One of <i>laissez-faire</i>, one echoed in casual clothing. A lack of separation of public and private space, since the two spaces are linked by technology. It is the ever-present, ever-on device which connects behavior from the home to the public space. The possibility of digital communication everywhere translates to similar behavior everywhere.<br />
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How could marketers reach people when they feel at ease in all places? What could impact them? We could enter their <a href="http://youtu.be/NB3NPNM4xgo" target="_blank">space </a>in an unexpected way physically. We could invite them to interact and <a href="http://www.youtube.com/watch?v=DjFDKZ9qwbo&feature=share&list=PL51B1720EF50D8F2A" target="_blank">play</a>. We could use <a href="http://youtu.be/B5mwzhUCqkA" target="_blank">digital media</a> so that they have a unique experience. We have to make people stop and look. Otherwise, they will not receive our messages.<br />
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<br />Carol L. Weinfeldhttp://www.blogger.com/profile/01103463979084782983noreply@blogger.com0tag:blogger.com,1999:blog-8235380737276959865.post-85151945289744054462013-01-20T22:20:00.000-08:002013-01-20T22:20:28.793-08:00What Marketers Could Learn from the Homeless<br />
The homeless man darted into the oncoming traffic, observed by this writer. Aware of the cars, he decided to cross the street.<br />
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One could think of brands as analogous to the homeless man. At times their managers make decisions which appear reckless, not in keeping with the brand's image. Consumers notice. If the decisions for the brand do not fit its image, consumers may quickly criticize them on social networks. "The rules of branding are shifting," says <a href="http://blogs.wsj.com/overheard/2013/01/17/boeings-socially-awkward-moment/" target="_blank">Timothy Calkins</a>, a marketing professor at Northwestern University's Kellogg School of Management. "As soon as you have an issue, people can pick it up and broadcast it everywhere." Think of logo changes, like Tropicana's and Starbucks', which caused consumer negativity. More than ever, consumers believe they own brands.<br />
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The oncoming traffic could also be thought of as the information stream which bombards consumers. Brands need attention, so dart into the traffic. They must act almost recklessly to capture consumer attention, as long as the action does not hurt the brand. Thoughts on watching the homeless.<br />
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Carol L. Weinfeldhttp://www.blogger.com/profile/01103463979084782983noreply@blogger.com0tag:blogger.com,1999:blog-8235380737276959865.post-37439872955867113092012-06-06T01:54:00.000-07:002012-06-06T01:58:18.471-07:005 Points for Creativity from 3 Star Chefs<br />
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Can one learn creativity? The chefs Michel and his son Sébastien Bras offer us lessons in the film "Step Up to the Plate" (<i>"Entre les Bras, la cuisine en héritage"</i>) by Paul Lacoste. The film depicts their artistry in creating food, for which their restaurant Bras was awarded 3 Michelin stars. They teach us the following ideas, in alphabetical order:</div>
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1. Adaptibility: When Sébastien creates a dish for their restaurant in Japan, Michel realizes that its elements would have to be changed for French diners. Be flexible.<br />
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2. Inspiration: One could be inspired by anything. Sébastien remembers food his grandmother served when he was a child and incorporated a combination in a recipe.<br />
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3. Iteration: The Bras try again and again until they find the correct solution. This pertains to the beautiful placement of food on a plate or recipes.<br />
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4. Questioning: Always ask why. Michel Bras questions Sébastien after he shows Michel a new dish. Perhaps we could move this item to another part of the plate? Or could you add a little more of a seasoning? Persist until one achieves the best.<br />
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5. Reflection: In the film, both chefs run in the beautiful countryside. Their exercise gives them an opportunity to escape, relax and think. The intense world of creativity requires a break. When one is away from one's work, one could return with a fresh outlook.<br />
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These are five points for creativity, which apply to any artistic profession or pursuit.<br />
<br />Carol L. Weinfeldhttp://www.blogger.com/profile/01103463979084782983noreply@blogger.com0tag:blogger.com,1999:blog-8235380737276959865.post-91639797752458502102012-02-12T22:56:00.000-08:002012-02-12T23:07:18.033-08:00This Experience's for You<br />
How does a brand penetrate through a consumer world of too much information due to traditional, social and digital media? Create an experience, which is what Budweiser did for its 2012 Super Bowl spot. Its agency <a href="http://anomaly.com/" target="_blank">Anomaly</a> staged an influx of fans at a recreational hockey game in <a href="http://www.portcredit.ca/" target="_blank">Port Credit, Ontario</a> where there are often less spectators.<br />
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The event arose through careful orchestration. The agency's staff told the players that they would film a documentary, to dispel any questions about cameras at the rink. Soon after the game began, shouting, costumed fans ran into the bleachers. The look of astonishment and joy on the players' faces is priceless.<br />
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One recalls similar events created by<a href="http://vimeo.com/18498377" target="_blank"> KLM</a> and <a href="http://youtu.be/NB3NPNM4xgo" target="_blank">T-Mobile</a>, where they entered the consumers' physical space. Since marketers cannot visit each consumer's home, visit his or her physical environment. The visit represents an effort to meet the consumer halfway, to join him, to engender a conversation.<br />
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The result is a new way of marketing, a social experience which impacts consumers through participation and memory. It could be a large and expensive undertaking, but well worth it. Small companies could accomplish this on a smaller scale. Offer a gift to your consumers. Give them the gift of joy, which reflects joy on the brand.<br />
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Budweiser's brand gained equity through the hockey game. They created a positive experience for the players and for consumers who watched the spot. Companies should think of new ways to reach customers through the media clutter. A brand's gift of fun will be remembered.Carol L. Weinfeldhttp://www.blogger.com/profile/01103463979084782983noreply@blogger.com0tag:blogger.com,1999:blog-8235380737276959865.post-9984530452594675372011-06-15T12:53:00.000-07:002011-06-18T19:05:52.611-07:00Shiseido's Trailer Marketing<div class="separator" style="clear: both; text-align: center;"><br />
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Shiseido came to the San Francisco streets last week in a shiny Airstream trailer to publicize its new Bio-Performance Super Corrective Serum. Employees offered samples and beauty consultations.<br />
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It is smart business to meet one's customers in person, in addition to the digital space. One can gain valuable information about one's brand face-to-face in casual conversation, and often learn more than one would in focus groups. Customers also appreciate the approach on their turf, as they go through their day, instead of approaching the brand in a store on their own. The street marketing makes Shiseido's brand more approachable.<br />
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Luxury brands effectively utilize social media marketing. For example, <a href="http://www.mod-tv.com/news/burberry-will-live-stream-fall-2011-show-globally/12616/">Burberry </a>staged a fashion show in China and in real-time online. <a href="http://www.luxuo.com/luxury-trends/luxury-brands-fans-facebook.html">Gucci</a> engages fans on its Facebook page, and <a href="http://www.chanel.com/fashion/8#8-cruise-2011-12-ready-to-wear-chanel-fashion-show-24,2">Chanel</a> creates films about its brand for its website.<br />
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Fashion brands depend on trends, and understand that social media is an important trend. Companies should not practice social media just for the sake of doing so; it should fit its brand and its customers in the approach.<br />
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<div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiB3NGcPJlx4rbp2jFxRX3lOULJcoAu-iZBQ5N4nIPNp0oC33fh3Dr3D4fu3yd_8L6YbjGhhWB_oTqQY7B_Kmql9Ks3hPkFcQlWXRpxk7XKiyPHoQFHyEGU6bIMjJMVVAyLnpHCCwet-TNJ/s1600/Pic0271.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiB3NGcPJlx4rbp2jFxRX3lOULJcoAu-iZBQ5N4nIPNp0oC33fh3Dr3D4fu3yd_8L6YbjGhhWB_oTqQY7B_Kmql9Ks3hPkFcQlWXRpxk7XKiyPHoQFHyEGU6bIMjJMVVAyLnpHCCwet-TNJ/s1600/Pic0271.jpg" /></a></div><div style="text-align: center;"></div><div style="margin-bottom: 0in; text-align: left;"><span style="font-family: 'Times New Roman', serif;">© Carol L. Weinfeld</span></div><br />
Shiseido stationed the trailer near the Union Square shopping district, a good place to reach Shiseido's shoppers, since there are many high-end stores. Know your customers, and seek their surroundings offline and online based on your knowledge of them. They will be pleased to have the attention and interest, and will also be interested in your brand.<br />
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</div>Carol L. Weinfeldhttp://www.blogger.com/profile/01103463979084782983noreply@blogger.com0tag:blogger.com,1999:blog-8235380737276959865.post-8168720628581975662011-02-14T12:41:00.000-08:002011-02-14T12:41:47.173-08:00This is How We Tell a Story<iframe title="YouTube video player" width="350" height="227" src="http://www.youtube.com/embed/SKL254Y_jtc?rel=0" frameborder="0" allowfullscreen></iframe><br />
Set the stage: Scenes of Detroit<br />
Engage the viewer: "I got a question for you."<br />
Allude to the main idea: Luxury<br />
Paint a picture: "...a town that's been to hell and back..."<br />
Begin the story: "Well, I'll tell ya."<br />
Describe the main character: "Hard work, conviction and the know-how that runs generations deep..."<br />
Create suspense: Intercut with scenes of a car approaching at night<br />
Continue: "That's our story."<br />
Add tension and conflict: "It's probably not the one you've been reading in papers."<br />
Add mystery: The viewer does not know who is driving this car.<br />
Add irony: "We're certainly no one's Emerald City."<br />
Hero reaches his goal: The mysterious Chrysler arrives and Eminem enters the Fox Theater.<br />
The narrator explains Chrysler's (and Detroit's) story: "This is the Motor City, and this is what we do."<br />
The End: "Imported from Detroit"Carol L. Weinfeldhttp://www.blogger.com/profile/01103463979084782983noreply@blogger.com0tag:blogger.com,1999:blog-8235380737276959865.post-9415196411279311312011-02-05T10:59:00.000-08:002011-02-05T10:59:23.930-08:00What's in a Logo?<div class="separator" style="clear: both; text-align: left;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi-pCgL_juf25jciHwIg9X8YIDv9A838mwMVoEKh-RV5EoeRu-87f-5PHEYQAvO6REkLiUnfSd3Txp7WuA4NN21Gi4suNVOdGzT7K_T3VdKPqxgKySEutJT8IuIvsjNLyheIz3Ie28Cl3td/s1600/d90e4a46265b4a3f949382332ba907d0+%25281%2529.jpg" imageanchor="1" style=""><img border="0" height="166" width="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi-pCgL_juf25jciHwIg9X8YIDv9A838mwMVoEKh-RV5EoeRu-87f-5PHEYQAvO6REkLiUnfSd3Txp7WuA4NN21Gi4suNVOdGzT7K_T3VdKPqxgKySEutJT8IuIvsjNLyheIz3Ie28Cl3td/s200/d90e4a46265b4a3f949382332ba907d0+%25281%2529.jpg" /></a></div>photo courtesy of Starbucks<br />
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"What's in a name? That which we call a rose<br />
By any other name would smell as sweet." Shakespeare, <i>Romeo and Juliet</i> (II, ii, 1-2)<br />
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Shakespeare understood this as does Howard Schultz, CEO of Starbucks, re: Starbucks' new logo. The name has not changed; it is still Starbucks, although the name is not present in the new logo. Many consumers do not understand the change. Another issue is that consumers who are very loyal to a brand claim ownership and entitlement to control the brand's image.<br />
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What's in a logo? A logo stands for a brand. Many consumers complain on Facebook and Twitter about the logo change, since they do not want their brand to change. It is their unacceptance of change which outweighs their acceptance of the company modification, a transition beyond coffee. It would be beneficial for many Starbucks customers to read<i> Who Moved My Cheese?</i> by Spencer Johnson, M.D., to better adjust to change.<br />
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<a href="http://www.flickr.com/photos/55948751@N00/3545478170/" title="The rose has thorns only for those who would gather it by Parvin ♣( OFF for a while ), on Flickr"><img src="http://farm3.static.flickr.com/2425/3545478170_8c1f0d6578_m.jpg" width="240" height="180" alt="The rose has thorns only for those who would gather it" /></a><br />
photo courtesy of <a href="http://www.flickr.com/photos/55948751@N00/">Parvin</a><br />
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Many Starbucks customers are loyal to the brand and prefer its coffee to other coffees. This loyalty translates to a feeling of belonging to and identification with the brand. They believe that they are a Starbucks person as opposed to a Peet's Coffee & Tea person, for example. The brand and its product were made for them, they believe, and in reciprocity, they own the brand.<br />
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Ownership leads to consumers' belief of entitlement to affect a brand. The logo decision should be theirs. How dare the company change it without asking them? they say. We witnessed this unacceptance with the GAP logo debacle, where ultimately GAP reverted to its old logo, due to consumer outcry. In Starbucks' case, Howard Schultz communicated the change before it occurred, and explained its reason: This change mirrors the change of the company.<br />
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We learn for our own brands that change must be communicated clearly to our consumers. They cannot manage companies although they believe they are entitled to, due to their loyalty to a brand. Companies must partner with consumers through social media channels and constantly monitor their conversations with consumers. They must reassure their consumers during change, yet ultimately make their own decisions.Carol L. Weinfeldhttp://www.blogger.com/profile/01103463979084782983noreply@blogger.com0tag:blogger.com,1999:blog-8235380737276959865.post-82427764355398265402011-01-30T20:34:00.000-08:002011-01-30T20:34:40.881-08:00Are We Bored Yet?<a href="http://www.flickr.com/photos/jidnet/132074873/" title="bored by izqrdo, on Flickr"><img src="http://farm1.static.flickr.com/47/132074873_c2585597b1_m.jpg" width="240" height="196" alt="bored" /></a><br />
image courtesy of <a href="http://www.flickr.com/photos/jidnet/">izqrdo</a><br />
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We usually attend conferences to learn new, interesting information. James Ward, in contrast, created the Boring 2010 conference. The "boring" topics ranged from the English breakfast to Mr. Ward's tie collection to sneeze counting, all topics which examine everyday life. One of the attendees, Ms. Jo Lee said, "We're all overstimulated," and "I think it's important to stop all that for a while and see what several hours of being bored really feels like." <a href="http://goo.gl/G0AXx">http://goo.gl/09OFU</a><br />
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Here is a recent article on attention deficit disorder due to technology, which continues the theme of a surfeit of information for today's consumers: <a href="http://goo.gl/LwVid">http://goo.gl/Ne4V3</a> <br />
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It is surprising that consumers long to be bored, yet understandable due to too much information. Would you like to be bored, and if so, by what?Carol L. Weinfeldhttp://www.blogger.com/profile/01103463979084782983noreply@blogger.com0tag:blogger.com,1999:blog-8235380737276959865.post-9569884031913989492011-01-28T22:46:00.000-08:002011-01-28T23:13:55.429-08:00Oh! The Places Marketers'll Go<a href="http://www.flickr.com/photos/mario_groleau/2969311254/" title="Place Royale Québec by Mario Groleau, on Flickr"><img src="http://farm4.static.flickr.com/3034/2969311254_6af8b81a8e_m.jpg" width="240" height="240" alt="Place Royale Québec" /></a><br />
photo courtesy of <a href="http://www.flickr.com/photos/mario_groleau/">Mario Groleau</a><br />
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Lionsgate Entertainment uses Facebook Places instead of Foursquare or one of its competitors for a new social media campaign: <a href="http://goo.gl/KsUO2">http://goo.gl/KsUO2 </a><br />
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<iframe title="YouTube video player" class="youtube-player" type="text/html" width="400" height="255" src="http://www.youtube.com/embed/w7_2dMungww?rel=0" frameborder="0" allowFullScreen></iframe><br />
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The campaign is interesting in that it is by a large company and incorporates a game with locations related to the film. It continues with the winners of the game eligible for a bigger prize. Foursquare and its competitors, of which there are many, face competition from Facebook Places. Some users have become bored with checking in on Location Based Services (LBS) and receiving badges. It is easier for consumers to check in with their Facebook accounts instead of logging into a different app. <br />
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Marketers need to reinvigorate check-ins. Coupons will work if the user agrees to opt in. Prizes, discounts and rewards are more attractive to customers, and may influence them to visit your business. The rewards should not be one-time only, but continue. They could be tied to events and unique product offerings. If your company uses LBS, it should offer gifts, which make customers feel special and increase brand loyalty and equity. How is your company using LBS?Carol L. Weinfeldhttp://www.blogger.com/profile/01103463979084782983noreply@blogger.com0tag:blogger.com,1999:blog-8235380737276959865.post-63646966639888585772010-11-16T00:15:00.000-08:002010-12-10T23:48:24.768-08:0026 Brands in Social Media<span style="font-weight:bold;">A is for Applebee's: A Partnership with Consumers</span><br />
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Applebee's impressively engages consumers with its Veteran's Day social media campaign. The company offers free selected entrees to veterans and active duty military personnel on November 11, 2010. It offers them a meal, a gift which consumers appreciate. Applebee's asks consumers to be co-creators on its website and Facebook page. It creates a dialogue through reading and listening to consumer messages.<br />
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Consumers, in this difficult economy, love free items. The giver's brand is enhanced in the eyes of the happy receiver. Applebee's realizes that the gift of a free entree draws diners, who will buy additional items. The company also creates its own positive aura, i.e. increased brand equity, by honoring veterans and military personnel during wartime.<br />
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Applebee's asks for its own gifts from consumers: photographs and messages relating to military friends and family. <a href="http://veterans.applebees.com/veteransday/honor-a-veteran/">http://veterans.applebees.com/veteransday/honor-a-veteran/</a> These gifts of content on Applebee's Facebook page and website create a partnership between Applebee's and consumers. Consumers want to be partners with brands, and Applebee's gives them the opportunity by asking for their input. This opportunity communicates to consumers that the brand respects them and their ideas, which is important to them.<br />
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The Applebee's-consumer partnership of content creates a dialogue. Applebee's reads what consumers post to its sites and consumers read the company's responses. The exchange builds the relationship between the brand and its consumers. Free gifts, consumer content and a conversation: how to excel at social media.Carol L. Weinfeldhttp://www.blogger.com/profile/01103463979084782983noreply@blogger.com0tag:blogger.com,1999:blog-8235380737276959865.post-75366119506539285072010-08-22T23:02:00.000-07:002010-08-23T00:16:05.010-07:00Customers FirstEmployees represent their companies' brands in the eyes of the public. Steven Slater, the JetBlue flight attendant who dramatically left the aircraft while on duty on August 9, 2010, negatively affected JetBlue's brand, due to his role in customer service, safety and emergencies.<br /><br />JetBlue's website showcases its Customer Bill of Rights. Slater, in his customer service position, displayed incorrect behavior toward a customer, which shows customers that they may not be treated correctly on JetBlue. In America, the "customer is always right," (H. Gordon Selfridge) but not on JetBlue.<br /><br />Flight attendants explain safety procedures to airline customers and assist in protecting their safety. Since Slater failed to promote a safe environment when opening the emergency slide, customers could feel unsafe on jetBlue flights. They know flying is a potentially dangerous situation, due to accidents and terrorism, and would prefer airlines where they are confident that flight attendants will protect them.<br /><br />The image of an adversarial employee and an unsafe environment could lead customers to decrease their purchase of JetBlue tickets. The company needs to counteract this image by highlighting its customer service and safety record versus other airlines'. Otherwise, customers perceive that they could have a negative experience on JetBlue, which tarnishes JetBlue's brand.Carol L. Weinfeldhttp://www.blogger.com/profile/01103463979084782983noreply@blogger.com1tag:blogger.com,1999:blog-8235380737276959865.post-40050793730783420882010-07-25T22:03:00.000-07:002010-07-25T22:36:42.712-07:00The Sweet Smell of Social MediaIt is not easy to invigorate a 71-year-old brand like Old Spice. One may describe it as a scent which perfumed one's father. Some sons prefer to not wear their fathers' colognes. They prefer their own scent, a new one. Companies cannot always change their products. Yet they could change the way consumers perceive their products, which Procter & Gamble, with the help of Wieden+Kennedy, achieved with Old Spice.<br /><br />How did Wieden+Kennedy accomplish this? With the help of consumers. After updating Old Spice's brand through a confident spokesperson, Wieden+Kennedy utilized the tweets, Facebook messages and YouTube comments of consumers to create content -- user-generated content. Thus the consumer speaks, and the brand responds: a dialogue. Consumers no longer want brands to speak to them without sharing in the conversation. In the recent Old Spice spots on YouTube, the "Old Spice guy" responds to their comments which originated in social media. That the actor, Isaiah Mustapha, responds humorously only embellishes the experience, since fun is a valuable commodity in these serious times of economic, environmental and political issues. How to invigorate a brand: user-generated content, a dialogue with consumers and fun. That is also how to invigorate sales.<br /><br /><object style="background-image:url(http://i3.ytimg.com/vi/nFDqvKtPgZo/hqdefault.jpg)" width="480" height="295"><param name="movie" value="http://www.youtube.com/v/nFDqvKtPgZo&hl=en_US&fs=1"><param name="allowFullScreen" value="true"><param name="allowscriptaccess" value="always"><embed src="http://www.youtube.com/v/nFDqvKtPgZo&hl=en_US&fs=1" width="480" height="295" allowScriptAccess="never" allowFullScreen="true" wmode="transparent" type="application/x-shockwave-flash"></embed></object>Carol L. Weinfeldhttp://www.blogger.com/profile/01103463979084782983noreply@blogger.com0tag:blogger.com,1999:blog-8235380737276959865.post-175269065413231532010-05-24T00:07:00.000-07:002010-05-24T00:40:42.461-07:00Such Sweet Sorrow in the Digital AgeIn plays, audiences view the characters as separate from themselves. In Shakespeare’s plays, the characters are often separated from each other by circumstances, as in <em>Romeo and Juliet</em>. Shakespeare also appears distant to current audiences by the separation of time. In a difficult economy, how to attract audiences by a distant drama? The Royal Shakespeare Company bridges the chasm between characters and audience by the tweeting of its characters in its current production of <em>Romeo and Juliet</em>. <a href="http://www.suchtweetsorrow.com/">http://www.suchtweetsorrow.com/</a><br /><br />The tweets of Romeo, Juliet and other personages propel them into the space and time of audiences today. The fact that they tweet contemporizes the brands of Shakespeare and the Royal Shakespeare Company. It demonstrates that the RSC knows social media, which should increase ticket sales to younger audiences. Other theater companies could take advantage of social media as an opportunity to use real time to revivify the unreal time of their productions. Imagine the tweets of Ranevskaya and Varya in Chekhov’s <em>The Cherry Orchard</em>. Audiences could learn that drama applies to their lives, no matter the era. They may even read <em>Romeo and Juliet</em>.Carol L. Weinfeldhttp://www.blogger.com/profile/01103463979084782983noreply@blogger.com0tag:blogger.com,1999:blog-8235380737276959865.post-16097444213106620482010-05-05T20:03:00.000-07:002010-05-17T21:26:06.497-07:00Baseball, Italian Style“Clothes make the man,” said Mark Twain. However, the man makes the clothes in Canali’s recent strong branding campaign with Mariano Rivera, the New York Yankees pitcher. Rivera well supports the brand, since both represent understated elegance --Rivera in his pitching style, and Canali in its clothing style. <a href="http://tinyurl.com/2d5utk5">http://tinyurl.com/2d5utk5</a><br /><br />The celebrity and brand benefit from each other’s association. Often, athletes possess a personality which is different from the brand they endorse; the connection appears imposed. In this instance, the elegance of Canali increases the elegance of Rivera and vice versa. Canali’s brand now possesses an added verve. Its brand becomes more contemporary, yet still retains its refinement. Consumers will buy Canali clothing who aspire to have style and excel at their careers, like Mariano Rivera. Baseball and the New York Yankees could also become an interest for them, in order to see the stylish pitcher in action. The match is a win for both Canali and Rivera.Carol L. Weinfeldhttp://www.blogger.com/profile/01103463979084782983noreply@blogger.com0