Mike is Flash
Former Detroiter. Current Nashvillian. Marketing. Advertising. Digital. Strategist. Generalist. Boy Genius.
I tweet- I blog
- I snap
- I record
- I am
- Contact
-
Tweets
- @xTheSandman I look at that picture and all I can think is "creepers be creeping".
- The best meals are made with smoke and fire http://t.co/m0d8oRqKhw
- Just tried kombucha for the first time. I think I like it. I feel this might be a leading indicator of some troubling new behavior.
- Sunday sleep day http://t.co/qA3ewVABLI
- @redcityradio I'm burned out on that game, but I'd play again for your clan. I'll donate tons!
- I really ought to drop a deuce, but attacking my brother sounds like a better idea https://t.co/GoHd2WP37g
- Boots on the beach http://t.co/bunELi9fxb
- The kids are taking over the bed http://t.co/H43ozp2jQ6
- Advertising as art http://t.co/5nzWicsi4o
- Sleepy brothers http://t.co/v8HAweqRyz
- @WLem1 Great job!
- Yard work is serious business. http://t.co/h2ggo4YHFG
- Sweet, sweet catnip http://t.co/WjSvmT63m1
- @clubnobbie That might be my first impulse buy as a result of a tweet!
- Ron Swanson is my spirit animal http://t.co/GKVB99yx
- Go Wings! #nhl http://t.co/FNrFLCgs
- @Schwartzie14 Squarespace is nice, but if you want Posterous simplicity, go with Tumblr. Great service, great apps.
- @TychoBrahe Fantastic song. His new album is great!
- Who has time digital/social,/advertising, webinars? I need to create a junk mail filter for the word webinar. I hate it.Jan 31, 13 from web Reply, Retweet, Favorite
- "Believe in what I am because it's all that I have today"Jan 30, 13 from web Reply, Retweet, Favorite
-
Posts
- It's funny because it's true - "digital ninja" videovia vimeo.com
At this precise moment in time, this is my favorite thing in the world.
Kusmi Chocolate Spice Tea + Vosges paprika & dark chocolate truffle = wonderful start to the morning
- A tale of two Microsoft campaigns
Growing up in the Young & Rubicam school of strategic planning, I’m a big believer in the notion of relevant differentiation. Years removed from my planning days, I still judge the advertising I’m exposed to against this concept. So today when I viewed TV spots for two new Microsoft ad campaigns, I was surprised at how one company could simultaneously succeed and fail at their attempt for relevant differentiation.
Kinect for Xbox 360
This arguably is the strongest of the three launch spots. In a very simple and adorable manner, Microsoft cleverly demonstrates what makes the Kinect different from the Wii or Playstation Move. The moment the children drop to the floor, it completely sold me. This truly isn’t like any other video game peripheral. The other ads do a fine job demonstrating the tagline, “You Are The Controller”, but do so using gameplay that at first blush looks no different than a group playing Wii Sports together. Cute kids + interesting finger gestures + falling to the floor = you’ve never played a game like this before.
Windows Phone 7
Really Microsoft…really? Is the ad entertaining? Yes. Is it relevant? Most definitely. When it comes to being totally absorbed with the iPhone, I am the guiltiest party. So this ad has relevance for days. But where is the differentiation? There is a promise of differentiation with the hint of the clever Windows Phone 7 (I could do a whole post on horrible product nomenclature) UI at the end. But that is hardly a compelling product demonstration.
Microsoft has become the tech brand we love to hate. Although it continues to develop some amazingly well designed products (Xbox 360, Photosynth, Bing), people don’t view the company as an innovator. So if you plan to make a big statement about being different, you need to demonstrate just how different you are. Both this ad and the other launch ad do nothing to prove Microsoft has created something wholly different from iPhone or Android.
Clearly the ads aimed at grabbing our attention first and foremost. But while they may generate awareness, they fail to change opinion. Microsoft has to win both hearts and minds and they need to do so by demonstrating differentiation first and foremost.
-
Photos
-
Uploads
-
Info
- Senior Manager, Marketing Communications at Nissan North AmericaAutomotive | Greater Nashville Area, USSummary
I believe....
Data without insights is useless.
Communications without objectives are pointless.
Strategy without consumer understanding is time wasted.
----------------
I am a marketing professional specializing in marketing communications creative development, marketing strategy, digital communications, and social media marketing
I am an automotive veteran with over 10 years experience.
I am a self-confessed geek with a passion for technology and digital media.
Specialties: Advertising, Creative Production, Digital Marketing, Social Media, Marketing Strategy, Product Positioning, Target Customer Development, Business Planning, Global MarketingExperience- Mar 2012 - PresentSenior Manager, Marketing Communications / Nissan North America
- Feb 2011 - Mar 2012Marketing Communications Manager, Nissan / Nissan North America
- Apr 2010 - Feb 2011Global Digital Communications Manager, Infiniti / Nissan Motor Co., Ltd.
- Apr 2009 - Apr 2010Global Digital Advertising Manager / Nissan Motor Co., Ltd.
- May 2008 - Mar 2009Manager, Marketing Communications / Nissan North America
- Aug 2006 - May 2008Manager, Marketing Strategy / Nissan North America
- Dec 2004 - Jul 2006Consumer Insights Manager / Young & Rubicam Brands
- Jun 2003 - Dec 2004Marketing Plans Analyst / Ford Motor Company
- Jan 2003 - May 2003Option Development Analyst / Ford Motor Company
- Jun 2001 - Dec 2002Assistant Fleet Brand Manager / Ford Motor Company
- Jan 1999 - Jun 2001Strategic Planning Analyst / Young & Rubicam Brands
- Jul 1997 - Dec 1998Assistant Media Planner / Young & Rubicam Brands
Education-
1993 - 1997Michigan State University
