Craig Ritchie » Humanizing Brands http://www.craigritchie.com Craig Ritchie builds passionate communities around ideas, products and brands. Wed, 30 Nov 2011 16:09:58 +0000 http://wordpress.org/?v=2.9.2 en hourly 1 And then he reaches for… A COKE! http://www.craigritchie.com/2010/04/and-then-he-reaches-for-a-coke/ http://www.craigritchie.com/2010/04/and-then-he-reaches-for-a-coke/#comments Fri, 23 Apr 2010 16:44:25 +0000 Craig Ritchie http://www.craigritchie.com/?p=372

Coca-cola sticks to its old-school guns with ‘the single largest marketing push the soft drink giant has ever run.’

CherryFlava gives us the rundown here: http://www.cherryflava.com/cherryflava/2010/04/coca-cola-quest-world-cup-2010-ad.html

I’ve got nothing against the effort put in and the 3d awesomeness that has been created, but I’m pretty bored by the idea that Coke just wants to interrupt arguably the most passion-driven event in the world show us some stranger getting thirsty from jumping on robots and reaching for a Coke.

All this opportunity to connect and interact with the beautiful game and its singing, screaming, crying and cheering fans (the actions that make us thirsty), and Coke wants to interrupt those actions to shut us up, bring us down from the high and remind us to pick up a case of Coke before the next game.

But, please – I don’t want to make this a monologue – what do you think?

PS – COME ON ENGLAND!

]]> http://www.craigritchie.com/2010/04/and-then-he-reaches-for-a-coke/feed/ 1 Gold! Humanizing Nike’s brand and the Olympic hockey games with a little Dangle http://www.craigritchie.com/2010/02/gold-humanizing-nikes-brand-and-the-olympic-hockey-games-with-a-little-dangle/ http://www.craigritchie.com/2010/02/gold-humanizing-nikes-brand-and-the-olympic-hockey-games-with-a-little-dangle/#comments Sat, 20 Feb 2010 04:22:30 +0000 Craig Ritchie http://www.craigritchie.com/?p=327

In Hockey, there is nothing more hair-raising than a perfect Dangle.

Disclosure: Full-on own-horn-tooting coming up.

I’m really excited by some of the work we’re doing at Organic for Nike at the Olympics. Steve Dangle’s back, and he’s blowing up Vancouver with his YouTubian magic. How can you make Team Canada even more exciting? Invoke the Dangle.

I’m loving how we’re humanizing this brand.

Look for more of his videos at http://youtube.com/niketraining and he’s tweeting live from pretty much every Team Canada hockey game at http://twitter.com/niketraining or @niketraining.

Update (Feb 21, 2010): Dangle sits down with Bilodeau and his magic medal.

Update 2 (Feb 28, 2010): GOLD! (Sorry, but YEAAAHHH!!!)

]]> http://www.craigritchie.com/2010/02/gold-humanizing-nikes-brand-and-the-olympic-hockey-games-with-a-little-dangle/feed/ 0 the Human: Why wait to Humanize your Brand? http://www.craigritchie.com/2009/10/why-wait-to-humanize-your-brand/ http://www.craigritchie.com/2009/10/why-wait-to-humanize-your-brand/#comments Fri, 16 Oct 2009 13:21:10 +0000 Craig Ritchie http://www.craigritchie.com/?p=311

It’s an unfortunate topic and circumstance, but this video sets the bar for Real, Authentic, Human social media to build a brand…

Too bad it’s often this type of situation that initiates this type of content, format, message and transparent leadership.

Harley-Davidson is ceasing production of Buell brand bikes, and this was posted on the Buell homepage:

So Erik Buell, I hardly knew ye.

]]> http://www.craigritchie.com/2009/10/why-wait-to-humanize-your-brand/feed/ 0