from Patrick Davis Partners, the six priorities for the post-agency market:

1. Find your voice.
2. Engage with the semantic marketplace.
3. Return to humanist marketing.
4. Live the renaissance.
5. Champion social agenda marketing.
6. Build brand integrity.

And if I were to add a seventh priority, it would be to simply cultivate each of the previous six.  Finding, engaging, returning, living, championing, and building are wonderful starting points, ideas to help shift a brand in the right direction, but without cultivation, care, attention, and sustainability ideas can and will die.  So, hold true to the future of a more honest, more conscious, more open environment for us all.  Cultivate that ideal.  We can make it prosper.

The customizable, personalized iGoogle pages have had themes for a while now, so extending Google’s already masterful grasp on theming to Gmail appears to be nothing short of a logical progression.  And, as all things Google usually are, Gmail themes are really, really great!  But that’s not what is most interesting about this fresh Gmail experience.

Google has, arguably, one of the strongest brands worldwide.  Its name and colorfully lettered logo both conjure connotations of reliability, ease, and a quirky fun.  Google, although treating their products and solutions very seriously, has never taken itself too seriously.  It’s evident during every holiday or special occasion worldwide when Google alters their logo slightly to express the occassion visually.

There’s no rigidity with Google’s brand, even though there is a strength and it is consistently one of the most recognizalble.  Google’s brand, instead of demanding a rigid look and feel, relies moreso on its personality.  That personality, that emotional connection, the confidence in their brand are major reasons why they have such a strong presence and outstanding level of success.

And the fun-loving Google continues to extend that confidence with the release of Gmail themes, where a handful of the themes created haven’t just added to the Gmail logo, but have completely changed it entirely.  In what some may consider a risky branding move (losing a certain amount of brand identity), Google sees as a further extension of their core brand personality.  It’s this levity, this laid back confidence that empowers Google’s brand personality.  Simply put — Google is fun, Gmail is fun.. so have some fun with a fresh Gmail experience.

POW! Campbell’s struck first.  Wanting to position themselves as the healthy, natural option in the canned soup vertical, Campbell’s released a series of television and print ads (seen above) chastising Progresso for including MSG in their soups.  Campbell’s, of course, uses all natural ingredients and TLC (tender love and care).  Damn! No they didn’t!

BLAM! Progresso counters.  In a full page ad in The New York Times, in large, block letters, Progresso asserts, “Campbell’s has 95 soups made with MSG.”  Oh, SNAP! That. Just. Happened! So much for tender love and care, Campbell’s.  Even more so, Progresso announced along with the ad that they have removed MSG from 26 of its soups.  Quite the left hook.

But Campbell’s is resilient.  And it’s going to take more than body shots.  So… KABLOOM! Again, in a full page ad in The New York Times, in large, block letters, Campbell’s strikes back: “Campbell’s proudly offers 124 soups with NO MSG.”  Wassup, Progresso? Get your facts straight, fools! Looks like the haymaker has landed.  And in Campbell’s’ corner, wiping the collective brand’s brow, is the one and only Stephen Colbert.  On last night’s episode (November 17th 2008) of “The Colbert Report” Stephen covered the Soup Wars and was even presented his own Campbell’s Soup, known now as Easy Street.  Seems that without the negative political attack ads that had been consistent on all of our televisions we’re continuing to seek out this negativity.  It just so happens that now, it involves soup.

Have your say!  Are these ads resonating?  Are they too negative?  Do you all even eat soup?! Or, just enjoy Mr. Colbert below!

Barack Obama has changed the entire scope of not only how an election is run, but who is running the election.  Barack Obama is contemporarily one of, if not the most recognizable brand worldwide and has one of the most fervent followings domestically.  Andrew Rasiej, founder of the Personal Democracy Forum, “[The Obama Campaign] made sure the message machine was providing the message where people were already assembled. They’ve turned themselves into a media organization.”  And Brand: Obama, as a media giant and community, is extensive and pervasive.  So, what of the community if, say, Obama is elected President?  Can the President have such a community of followers?  Will he? Will his face continue to be emblazened on t-shirts, hats, sweaters, sneakers, dish towels, contact lenses?  In a word: no.

The Commander and Chief is, by necessity, a secretive and walled-off position.  And after an election, especially an election of such length and venom, all parties concerned are bound to have a much-required drop-off.  But Brand: Obama is most likely going to see its demise come November 4th IF Obama is the victor.  However, much like Al Gore in 2000, with a loss (please! don’t let it be a loss) Brand: Obama could be leveraged to an even greater extent in the interest of worldwide change.  Sadly, such a large community, in my opinion, can only see growth if the reason for the community in the first place fails.  Bizarre.

Whatever taste, aspirations are yours when choosing the car of the, your future, the constant in the equation will be its green properties. In the 2008 Paris, Detroit Motor Show, the diversification of the designs, technologies and creativity displayed incontestably the full range of environmental awareness of the car manufacturers.

Aligned with the desiderata of industrialized countries’ consumption, the values of the car industry shifted with in the back of their mind, to maximize the good on earth. From luxury to ordinary cars, the competition is sharp to present excellence in fuel economy, in gas emission reduction : The paradigm of the Millennium!

If Toyota with its famous Prius enjoys its leading position among the diesel sales (hunted by Honda, Nissan, Ford…), the appearance of new technologies as the Blue Tec for Mercedes, or the hydrogen power for BMW expresses the eagerness of brands to overthrow any supremacy in surpassing the market expectancy. Performance is now synonymous with respect of the environment, the clean energy is the common denominator.

Since the mass consumption opts for ordinary cars, luxury cars responding exclusively to the high-end market, developing a car that corresponds both to the financial affordability and the eco-consciousness of the nowadays tendency will be the coming challenge. For that matter, the “agile and zippy” Jetta TDI designed by Volkswagen has already won people’s heart over the Prius!

Without disarming and on the offensive track, Toyota, once again, started the electric vehicles race by proposing to the public in 2010 its “plug-in hybrid electric” prototype, twin version of its popular Prius, bearing (I guess!) in mind for its conceptualization that it will follow its elder sister’s glorious steps!

Powered with its lithium-ion battery pack, the motor generates 50kW allowing an autonomy of 7 miles at 62mph. Electrifying isn’t it?

Its fierce competitors Chevy Volts, GM plug-in are sparkling, right behind! Soon, cars like computers will become obsolete as launched on the market!

Only problem in this clean energy picture : what is the end of life of lithium-ion batteries?

Some consider Benjamin Rogovy a humanist and others call him a philanthropist. In 2005, at the age of 22, Benjamin became president and chief economist of Front Door Enterprises. Based out of Seattle, his website Bumvertising.com arms “bums” with a laminated sign created by Rogovy to be attached to their existing sings. The catch? The signs by Rogovy will advertise a company. At the moment they are advertising for Strategicdomination.com, a web based, real time game of virtual global conquest. Suddenly through Rogovy’s eye, his street teams of working “bums” have somehow recovered a part of their long, lost, human dignity, thanks to his divine intervention! They have another mission statement attached to their need to survive.

In spite of the flow of good feelings, Rogovy as an entrepreneur did not forget to pick the “bums” that have the best corners to advertise for his clients. What about the others? Are they ostracized, or simply not worthy the attention? Does his “generous” move respond to the needs of society? If you are strategically posted, in high volume traffic for eight hours a day, you could become part of Rogovy’s team. The amount earned by each “bum” is not disclosed, but they do freely speak about the water and food provided. Videotaped, and photographed, the “bums” reach glory, they have a face, a nickname, they have a life believe it or not!

As a well-bred young entrepreneur in the service of his clients, Rogovy doesn’t omit to enumerate all the brands that are given to his little soldiers as a snack when he refers to the deployment of his pawns in this chess game known as life! Right Ben?

In times of economic devastation, the numbers of homeless people begin a steady incline. Help is always welcomed in any way it can be given, but Rogovy’s living advertising signs, seem to become even more deeply entrenched in their respective street corners. Water and food are vital components to the sustainability of life, but whether the quality of life is truly raised through bumvertising.com is yet to be seen. The ‘bums” at the heart of this new advertising campaign, confess no ill feelings towards the opportunity presented to them as they talk to Rogovy’s cameras. You’ll find their profiles posted on the website, each holding up their respective, handmade signs with a small part of their story and a plea. Something in me cringes, and shies away awkwardly from the idea that a corporation whose claim to fame is a game of world dominion, is advertising on the lives of those who seek to simply survive. Maybe the website will bring awareness. Perhaps some motorists will give a little more, as they are reminded of the game they enjoyed playing in the comfort of a warm home last night.

Bumvertising.com is another example of how to sell your company through altruism, where the cause marketing speaks louder in the name of the company, than the cause! Well maneuvered! I guess the poker player experience is to be considered in his choice of strategy! Is he a bluffer or a risky maverick? Your turn to play!

Fervently admired in Europe for its technology and refined lines, the safe and spacious German luxury brand set new goals for the car industry to reach by introducing the Blue Tec. Born in the first country in Europe to get on the green bandwagon, to assert its environmental consciousness, the “Blue Tec” will revolutionize your way of driving, your way of thinking!

If in this recessive economical onslaught, your eco-consciousness made you reluctant to purchase a vehicle that proudly exhibits your quintessential values, your choice is here. The German technology puts at your feet, your dream car by marrying fuel economy and the care for our blue planet. When blue meets (blends with) green, when luxury meets economy, Mercedes-Benz had to be at the intersection!

So enough of circumvolutions, enough of holding your breath, let’s get to the point! Mercedes announced the clean-diesel option on board of its 2009 SUVs, the ML, R and the GL-Class. That’s the magic of the Blue Tec!

The Blue Tec associates its name to engines, filters and catalysts that challenge low gas emissions and paradoxically high fuel economy. Without going into technical details, the diesel engine is injected with the strict amount of fuel at the right moment. The exhaust gas is by recirculation, recaptured and submitted to the efficiency of catalysts that purges the NOx, the oxide of nitrogen.

On the contrary of the E320 Blue Tec Sedan, for the SUVs the AdBlue technology allows the SRC catalyst combined with the urea liquid (the secret potion) to eliminate the NOx by releasing, in contact with the hot exhaust gas, ammonia. The chemical reaction resulting from the interaction of the ammonia and the oxides of nitrogen is an eco-friendly amalgam of nitrogen and water. Renewable every 10,000 miles, the urea supply isn’t a worry while driving!

So, with such knowledge and the reduction of the NOx emissions by 80%, no more remorse when you hit the road or press on the accelerator!!!!!!!!!!!!!!!!!! Between blue or green, I picked Blue AND Green!

Thank you, Mercedes!

Becoming a member of the community, participating proactively from within, and resisting every urge to “sell one’s self” (in the traditional marketing sense) are most important.  And it’s all about relevant content and interaction – and listening.

Listening is not participating.  Listening is reconnaissance and research and should begin on sites such as:

Bookmarks
Ma.gnolia
Delicious
Diigo
StumbleUpon

Crowdsourced Content
Digg
Yahoo Buzz
Mixx

Conversations
Google Alerts
Blogpulse
Radian6
Ask.com
BuzzLogic
Google Blog Search

Blog Communities
Blogged.com
MyBlogLog
BlogCatalog

Micromedia
Tweetscan
Twemes
TwitterLocal
FriendFeed

Social Networks
MySpace
Bebo
Ning
Facebook
Friendfeed
LinkedIn

It’s important to synthesize not only the information being aggregated, created, and talked about by people on these sites, but also the community of people that inhabit them.  How do people relate to one another?  What is the language? What is acceptable, what is forbidden, and why? Their interactions between one another are paramount and will allow the listener to learn how to interact successfully before entering the contribution stage.

Now, once the brand is confident in their target and prepared to participate as a part of the larger community the brand must contribute as a person, not a marketer, spokesperson, or sales representative.  Talk like a person, and more specifically, from your brand’s point of view.  With each contribution assure that as a participant you are: bringing value to the conversation, creating honest, original content, and are engaging in proactive, helpful conversations.  Throughout this process the brand’s personality and viewpoint will become the synonymous with the brand itself.  With some great conversation, link-backs (others’ links to the brand’s content), and constant activity among the community, the brand will begin to accumulate followers.

A testament to social media community activism and the leveraging of a powerful web presence is Skullcandy.  Relatively small at its birth, Skullcandy (a high-fashion headphone and audio accessory company) has now become an evangelized force among the social media community.  This was, and continues to be, achieved through their active and consistent contributions to the community from downloadable music, custom artwork, peer-to-peer photo and video sharing, embeddable widgets, and virtual street teams to blogs, self-started communities and forums, social networks, virtual and physical events, and customer-centric traditional marketing.  The customer became, and now is, their friend.  And that relationship is at the center of every interaction they initiate.

And so should the community-centric relationship be all brands’ focus.  It’s expected.  And if your brand isn’t delivering, your competition will be.

Thank you to Brian Solis and his comprehensize blog post on PR 2.0 from where much of the information above was synthesized and presented originally.  For even more on creating and sustaining a social media community and how to further leverage the community in favor of your brand, do hang on his every word.

Unknown among the common people but influential in the global economy sphere, Nooyi is no one else but the chairman and CEO of Pepsico. She symbolizes the voice of the Indian woman, perceived as the engine of growth within the Indian society, with altruistic ideals (development of sanitation in the world, improvement of sustainable agricultures) expressed on the stage of the world.

A better place for corporations and its loyal subjects. For their project to be viable I guess either you adopt affordable prices following their third world markets (initiated by Bill Gates) or you increase their propensity for consumption. For the later to happen, Nooyi (through Pepsico) has provided readily available treats (fortified nutritional products) to distribute among poorer economies.

In Nooyi’s “Business call to action” campaign, she promotes innovative business models. In her action program, she advocates passionately conservation of natural resources (especially water) as a guiding goal. In the back of her mind, Pepsico’s interests.

So we should stay aware of our surroundings when Mrs Nooyi speaks with the business jargon. It’s one thing to address a patronizing message with “we understand you” to the local population, it’s another thing to articulate growth in percentage. Associating humanistic concepts with rates, volumes and percentages is indecent and antisocial.

Pepsico made a conscious choice by choosing a woman to lead, praying on the cultural “mother figure”, an equal right recognition in quest of the third world market domination. In business every decision has its rationalization. Nooyi is ardently encouraging rigid sanitation and conservation of water in those markets. Does this respond to her conglomerate’s needs? Firstly because 90% of soft drinks are made with water, secondly because when Pepsico exports its holding to foreign markets, it has to supply itself from the markets’ resources and adapt its policy to the governmental directives. Go figure…

To refer to Nooyi’s native country, let’s just underline the fact that Pepsi was denounced to carry in its soft drinks 35 times more pesticide residues in India than in Europe, what must we conclude?  A laxer safety policy when it comes to deal with the health of poorest countries?

Just a thought…

Isn’t the choice of Nooyi to represent Pepsico, their best asset to any controversial outbursts in one of the fastest growing markets?

The purpose of the Brand Platform documentation is to define, clarify and solidify a brand’s position from the “inside – out”.

Now, this is a difficult process. If we were talking about an individual – one of you or me, perhaps – how often do we take the time to look at ourselves from a critical and definitive viewpoint whilst attempting to define ourselves?  What we really say about ourselves through our appearance, statements, thoughts, actions, personality?  The Brand Platform, in essence, is the same thing – just for brands.  The brand is treated as an entity, albeit a collective, and the Brand Platform is used to define those very relevant intangibles. This is an uncomfortable process and the discoveries, even though they must be expressed through words, are often written in order to be expressed through and provoke emotions.

Now, don’t run away quite yet.  Know that the words within the Brand Platform document are solely for the stakeholders of the brand in question.  In other words, the founders, employees, those that must (feel) understand who they are in order to effectively communicate to the rest of the world.  Everyone under the umbrella of the brand is a potential Brand Ambassador. To equip one’s staff with words (descriptions), which evoke emotions, AND to include one’s staff as a stakeholder are the main purposes of the Brand Platform.  It’s providing unity to what very well might be an incongruent stance.  It’s a tone and position for which all those can tangibly latch on to and speak confidently from.

So remember, the Brand Platform, although written from an “inside – out” perspective, will become the foundation, the basis, the window through which the brand will be viewed by those on the outside.  And just like the individual wanting to be viewed as true to one’s self, shouldn’t the view of the brand be that same solidified truth?  It’s the Brand Platform documentation that distills that truth, purifies it, and provides clarity to what is otherwise, a very murky intangible.