 Higher and Higher: The New Communications Blog I am glad to present you my new blog: Higher and Higher. This new blog continues the endless and dynamic dialogue on communications, PR, advertising, marketing, and creativology. But there are some changes. Indeed the new blog is an refreshing update of this blog - the address and the platform are changed, as well as the whole concept is renewed. The blog will be written only in English in order to stimulate discussion between people from all over the world who are united by their passion to communicate. Effective communication leads to higher results. No matter in which field, it is an essential key to sustainable development. Higher and Higher supports this concept. As a creator of Higher and Higher, I seek to provide useful and fruitful information: examples of best practices, creative ideas, catchy topics, interesting case studies, significant news in the field of communications, public relations, marketing, advertising, social media, and creativology. Being a PR specialists is not a profession, but a lifestyle. I believe in this. That’s why I am passionate about working for higher standards and results in the field of (mass) communications. My Higher and Higher blog gives me an opportunity to share my professional thoughts, opinions and impressions, to comment and analyze the fast-changing world of communication in all its aspects. All articles express my personal understandings, professional beliefs, thoughts and impressions. Hopefully, with lots of work and passion, this blog will turn into an integrated marketing communications hub. It will be great if you enjoy Higher and Higher and find interesting topics there. But I will be even happier if you engage with comments, recommendations and points of view, because feedback is the most valuable step in the communication process. I will be looking forward to hearing from all of you soon. Best wishes, Petya :) Your Heineken I absolutely agree with Jeff Bezos, founder of Amazon, who says: "If you focus on what customers want and build a relationship, they will allow you to make money". In this sense I want to show you a nice way of building a relationship between a brand and its consumers. Your Heineken is an option to buy 6 personalized bottles of Heineken which are designed by you. Everybody can create own bottle of beer according to what they like and prefer and may choose between several main categories of bottles design, such as: party, summer, sport, triumph, celebration, etc. You can design your own bottle by changing its color and background and adding a photo or text. 4 Ways to Get Inspired Change is always a good chance to run away from the routine which is exhausting our creativity. New experience provides new information and impressions which are very fruitful for generating new ideas. Recently I have discovered several ways which help me to seek inspiration. Here are just several examples which can easily affect your ideas productivity. I hope they may work for you too. On the other hand, I will be grateful, if you share some other inspiring activities which can refresh our thinking boxes with new ways of generating creativity. Viral Oil Spill In order to be creative you need to activate, surprise, scare or provoke already existing associations in people's mind. And here is one very catchy idea promoting A Cleaner Future and making us wonder what we will leave for the next generations. In the context of the BP oil spill, the agency Mark & Phil (believing in their mantra "Do Good, Create Meaning") in cooperation with the award winning multimedia postproduction house Greener Media (based in New York) created a viral video with the aim to "encourage people to find out more about clean energy sources", Advertising Age writes. The idea is really outstanding. With the aim to provoke people's attention and interest to learn more about an important topic, the viral video shows web pages being contaminated by the thick oil spill. How to Create Sticky Ideas? I have always craved for a magical formula for creating gooooood ideas. It occurred that there is a real formula which is pretty useful and very helpful. You just need to know 6 essential principles for creating the best idea which will catch the attention and will be remembered. And thanks to Chip & Dan Heath I discovered 6 life-saving navigators which are the perfect guide when you are out of creativity. SUCCESs – this is the name of the precious formula which consists of 6 principles which should be followed in order to generate fantastic ideas. Andy Green: Interactivity Provides More Opportunities for PR People Andy Green: "Curiosity Develops Our Creativity"Andy Green is author, international conference speaker, trainer, facilitator, and Brand PR consultant who was the guest speaker during the Creativity Days (check out what I have already written about it). Andy Green is an expert on flexible thinking, creativity, and communications and lectures around the world on these subjects. I am glad that I had the opportunity to ask Andy Green several questions in the contex of these topics. Here is a short interview with him about creativity, current tendencies in PR and personal brandcasting: Creativity Matters | Creativity Days 2010 with Andy Green We are all good at worrying and creating different scenarious in negative mood in our minds. This means we are all good in creativology*. Absolut Survivor!This is my current phone wallpaper! Because I dream about the beach and the sea and the sun and ... And I love this ad! I'm gonna feel like an absolute survivor when I finish with all the exams and the final dissertation... :) How to Keep Current in PR? Self-preparation is vital if you aim to be a good PR professional. And nowadays we can learn a lot if we know how to use proper sources of information. That's why I want to share with you something very helpful. I found this very useful article summing up the best we can do in order to keep informed in the field of Public Relations. I am sure that if we follow these practices we can obtain fruitful and topical information and knowledge which are of extreme importance for the work of PR specialists. Wrangler: Clothes off Wrangler creatively presents its Blue Bell Jeans spring / summer 2010 collection with a new website which is produced by the Swedish interactive agency Kokokaka. The catalog is interactive and you can undress a model or pull him around with a simple drag of the mouse. It allows the visitors to interact with the model while previewing the clothing in action. The site also provides soundtrack and video clip of the best scenes. Creativity InspiresI need a dose of inspiration. And a dose of creativity, please! And when feeling loss of creativity and inspiration, I just love to look for out-standing ads... Here's what I found today. Pretty good... These two print ads are released this month.  The Magical ClassroomEducation, curiousity and creativity are best friends. That's why I loved this video the moment I saw it - it makes me want to go again to school and study with enthusiasm and curiosity... Реклама на Passat "блъска" Дневник.бг :)Както си четеш dnevnik.bg и излиза един Volkswagen Passat, който ти "смачква" цялата страница. Малко агресивно, но доста креативно! :)  The Art of Direct MarketingI was amused by an effective way of promoting a new fragrance. Just in time for the summer, Calvin Klein presented creatively the new men's fragrance "Eternity Aqua" to the British customers. And what did from Calvin Klein do? They produced small stylish bottles of mineral water and put on them stickers with the name of the perfume. What's more - they added "scratch and sniff" option to the bottle's sticker. And these bottles were distributed by promoters to the London's citizens. CK got extra gains because the days of the promotions were really hot so everybody was grateful to receive a bottle of cool water. Mtel наруши авторски права на блогърНа почивка съм в Лондон, но като истински PR специалист си проверявам редовно мейла. (хе-хе) :) И хоп - изведнъж изкочи нещо, което ме шокира, изненада и дори възмути. На 11 май в 1:34 българско време получавам информация до медиите, изпратена от Mtel, по повод Mtel Media Masters - събитие за журналистически награди, което се състоя на 30 април и на което присъства известният френски автор Фредерик Бегбеде, както и аз. В прессъобщението веднага фиксирах и разпознах моите идеи и дори цели изречения, копирани от моята публикация за блога ми, написана още на 2 май, в която съм споделила впечатления по повод същото събитие и в която съм писала най-вече за изказването на Фредерик Бегбеде и неговото отношение към новите технологии. Тук можете да видите информацията до медиите, изпратена от Mtel. Изреченията, подчертани в червено, са същите като изреченията в моята публикация "Една петъчна вечер с Фредерик Бегбеде" от 2 май. Една петъчна вечер с Фредерик Бегбеде Еротично е да четеш книга и да разлистваш страниците. Технологиите ни правят да изглеждаме по-умни, благодарение на неограничения достъп до огромно количество информация, но все пак насърчават нашето затъпяване. Технологиите направиха възможни връзките от разстояние и ни помагат да открием с кого да спим тази вечер благодарение на няколко кликвания, sms-a или разглеждане на няколко профила във Facebook. И въпреки всичко ... ни карат да се чувстваме самотни. Защото вместо да говорим със съседа си, ние му звъним по мобилния. Да, въпреки всичките плюсове на съвременния технологичен свят, ние трябва да сложим баланса и границата, да не загубим връзката с действителността, в която е нормално човешките същества да общуват по между си, без да бъдат опосредствани от екрани. Underuse of Online Tools I was pretty surprised to be informed by the 201 episode of the Canadian podcast Inside PR (28th of April, 2010) that the small business in the USA is not actively using online tools to benefit its growth and expansion. The hosts of the Inside PR (Martin, Jini and Joe) cited a new survey conducted by Citibank among 552 small companies in the States on usage of internet, online tools and social media. Even though the enormous buzz around the social media and the online tools and their power, according to the results of the survey it occurred that: - 37% of these companies have not used a website for marketing or expanding their business; - 84% have not used online tools to help them to sell their products and services; - 62% are not using basic e-mail for marketing; - 74% of those of companies which have website say that it has helped them to popularize their business and to attract new clients; - 65% are not placing online ads; - 30% answer that they plan to use social media in the next 12 months; Fijne Koninginnedag! Koninginnedag or Queen's Day is a national holiday in the Netherlands which is celebrated on 30th of April. Even Google goes Dutch today :) Confessions of a Dissertation WriterIf you wonder why I am not so actively blogging these days, I just want to apologize. Blame my final dissertation - it is taking almost all of me. But I should admit that even though it is hard and time consuming, I am really into it. And according to me it will be worthy. Because the more I dig into the topic, the more I am interested in it. I am writing about the storytelling as persuading tool in communications and in particular in the public relations. And during the several months (up to now) of my constant work, I have found really curious facts that worth discussing. So I promise soon to write about some of the most interesting aspects of the storytelling and its underestimated power. Smartphone Domino Machine :) I found this curious video thanks to the Dutch Blogilvy. One more proof that people working in the field of advertising and public relations are especially creative, funny and interesting and (a little bit) crazy. Just watch this video and you will see what an advertising agency in Italy has created. :)
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