It’s bold, it’s bizarre and it’s hers.

With the pulling of a few stings, and I mean literally, Dontella Versace announces her new line of clothes designed for the world-renowned Swedish brand Hennes & Mauritz, or how we’ve grown to call it, H&M. Through an ad that is being said to have allusions of the Illuminati,  we find our mastermind manipulating an army of girls that are mass-produced on a machine, and who surprisingly, look exactly like her. “My house, my rules…my pleasure.” is her only line.

The new spot, featuring the winter collection for 2011, is a clear depiction of an undeniable truth when it comes to the fashion industry- it has the unmistakable ability to shape desire and behavior. However, some seem to find it’s imagery a bit too stereotypical and obvious, and not to mention a mockery.

I was, in fact, puzzled by the underlying message. Instead of being different because you wear the line, what happens is the complete opposite, you lose your identity. When you purchase you will be inheriting the brand attributes that pertain to Versace, I get that, but to go as far as to mold us into marionettes?

What do you think about the spot? Love it or hate it?

By Maria Elena Moré

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With a blast of energy and color, Sony Ericsson unveils its latest models, the Xperia™ Arc and Xperia™ X8 in the Dominican market.  Agency Forero & Rivier will be carrying out the brand’s advertising after nothing short of a memorable launch that took place in Santo Domingo’s M Kitchen & Bar.

Just as its name suggests, Xperia™ represents a vision of a heightened communication experience. With it, Sony Ericsson aims to strengthen its brand in the forefront of the smartphone market.

The Xperia™ technology comprises the best form of entertainment in its class by bringing customers a one-of-a-kind experience when it comes to smartphones. It’s slick and innovative design features human shape that makes it look and feel great. This philosophy is applied across the complete portfolio of smartphones in numerous options of size and style. You can’t help wanting to get your hands on them. Trust me.

Xperia™ Arc features Sony’s cutting-edge technology combined with a state of the art design.  It’s ergonomic and slick architecture boasts a fit right into your hand like a glove.

The Xperia™ X8 is a smartphone that aims to tap into a much broader segment by offering an outstanding experience at a reasonable price.

 One of its most distinctive characteristics and greatest assets is the Android™ technology by Google™. It allows for a user-friendly experience that brings you a phone that functions more as a computer than anything else. And with a vast number of applications available on the market, you’ll be able to personalize it with games, emails, news, maps, social networks and more, all with just the touch of a button. 

Couldn’t help closing with this awesome quote by Steve Walker, Head of Product Marketing at Sony Ericsson, “Sony Ericsson’s vision is to be the communication entertainment brand. We are focusing strongly on the smartphone market and specifically on creating the most entertaining smartphones.”

Welcome to the land of make.believe.

Brightness of color and excitement at heart are at your doorstep.

By Maria Elena Moré

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*Special thanks to Enmanuel Melian and Forero & Rivier for sharing the pictures.

Connect with More Than Branding on Facebook and Twitter (@MTBranding).

Definition of a Me-Too Product: 

Tactic of a market follower who attempts to avoid losing market share to a competitor by offering a product that is a copy of a competitor’s product or innovation. (From Answer.com)

Having said this, I commence: 

Less than 24 hours ago, Research in Motion, the maker of the Blackberry Smartphone, announced the company’s latest venture- the PlayBook. CEO Mike Lazaridis calls the new slate the “first professional tablet”, and will include a 7 inch multi-touch display, a 3 megapixel front-facing camera, an HDMI port, USB jack, WiFi, Bluetooth, Flash view enabling, among other things.  

 As I read the product features, this text caught my attention:

- Internet the way it was meant to be

   Built-in support for Adobe® Flash®. What would the world be without it? 

- Face-to-face conversations

   Real time video-conferencing. Who would buy a tablet without it?

Does this ring a bell?  A bit direct, perhaps?

Company founder Dan Dodge commented that the PlayBook will be “an incredible gaming platform for publishers and the players.”

I’m not sure whether the attempt to position the tablet both as a professional and a ‘playful’ product could be successful; perhaps it’s too ambivalent considering that Apple is already linked to the image of friendliness and is pioneer in this market segment. They do, however, offer the benefits of some qualities that were criticized as lacking in the iPad (USB port and camera, to name a few). The product is set to be launched in the first trimester of 2011, and the price is still unknown.  Perhaps a good price mix will cater to a more mainstream audience, regardless of the difference in timing  for the market introduction compared to Apple’s iPad.

Will users learn to associate Blackberry to tablets, and in consequence buy it? Will Apple “tune up” the iPad in order to meet the innovations the PlayBook has to offer?  Only time will tell…

All I can say is… play ball!

* Note: Special thanks to my favorite advertising exec, Edgar Estevez, for breaking the news to me…

By Maria Elena Moré
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Connect with More Than Branding on Facebook and Twitter (@MTBranding).

If there’s one thing that sets Google apart from all other search engines, it’s trust.  No matter how ridiculous or farfetched your question or search might be, Google will answer it for you. Just ask the expert.   Their brand promise is simple: accurate results in the littlest time possible and in the cleanest of visual environments. No aesthetic clutter, no mess – what you see is what you get – literally. This has been their trade mark since day one.

As a marketer, what strikes me the most of Google is its brand consistency. Brand architecture that is reflected daily and that is constant. It’s not a coincidence that they are the top of mind of almost everyone. It’s the brand turned into verb. How many times have you heard someone say ”Let’s google this.”?  The brand speaks for itself. It was even included as a verb in the Oxford English Dictionary. Good word of mouth doesn’t get any better than that.

My favorite aspects of Google are:

• Simplicity: The ease of use is reflected everywhere on the site, especially in its design. A white screen and a search box. Nothing that will shift the focus from their ‘raison d’être’- they are a first and foremost a search engine.
• Flexibility: Google is available in more than 120 languages, offers a distinct version for almost every country in the world and has a logo that will adapt to every major holiday or world issue.  (The Olympics, Albert Einstein’s birthday, you name it)
• Number of search results: No search engine will give you the access to as many links available out there. As my dad says, “Google is simply complete- it’s the sum of everything that exists in the World Wide Web.”

and last, but not least…

• Speed of search: A subtext under the search box that reads the number of seconds it took for the system to come up with your search results. My last search lasted tenths of a second. Fabulous.

Now take it up another notch.

Marissa Mayer, Google VP of Search Products has unveiled today their newest product- Google Instant. This system will give users suggested results even before they have finished typing. You don’t even need to hit ‘enter’. With this new feature, Google aims in reducing two to even five seconds of search time. According to sources, it will run in browsers such as Internet Explorer, Firefox, Chrome and Safari, and will soon be available in mobile devices.

Google Instant at work

Google Instant will further instigate the concept of speed and usability that has exemplified its positioning in the mind of customers.

As I tested the new feature, this message popped up:

 ”Welcome to Google Instant. Feelings of euphoria and weightlessness are normal. Don’t be alarmed.”

I couldn’t help but laugh.

Google wants to make our life even simpler than it already has. What’s not to love?

By Maria Elena Moré
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Connect with More Than Branding on Facebook and Twitter (@MTBranding).