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Posts Tagged ‘documentary’

The Naked Brand: living in transparency

Thursday, August 2nd, 2012

Early last month I saw a documentary called The Naked Brand when it premiered in NYC and had to post my admiration for it, albeit a tad delayed (it’s been a long month!) It was directed/produced by a few guys from Questus.

Great documentary on how brand advertising can no longer sustain traditional ways of existing just as a product and hiding behind “advertising”.

Real time consumer involvement is forcing transparency on behalf of companies in a largely commoditized and consumer opinion-driven marketplace.

Brands, and the companies that make them, need to provide value beyond just a product; to differentiate and win consumers they need to be transparent in their mission and values on what that organization stands for. Great case studies were featured from PepsiCo, Zappos, Unilever, Patagonia, Under Armour.

Quiet possibly my favorite case from the film showcased how social media and 1 petition posted on change.org  took down pink slime and had it removed it from school lunches… in 10 days. (If you were living under a rock during that social movement this past March pink slime is a term used for the mixture of beef scraps and connective tissue that ends up in your ground beef amongst other things- GA-ROSSSS.) In addition to the win in schools, the USDA, meat industry and major retailers all backed away from it and the demand for pink slime dropped so dramatically that Beef Product Inc. shut down 3 of it’s 4 factories…. 3 weeks after the onset of the social media storm. Talk about action. That is real. That is the power of today’s consumer.

Great quotes from the film:

“Being a great company is the new brand.” – Alex Bogusky, COMMON

“Companies have to shift from saying they are great, to BEING great.” – Carter Brokaw, Meebo

“We took funds from paid media and put that into customer service experience instead.” – Tony Hsieh, Zappos

Check out the trailer

A separate clip from the film: great mini portrait of Alex Bogusky on why he left advertising and what he’s focusing on now—mostly sustainable initiatives for social good. —he’s always got something worthy to say that somehow never seems elitist or preachy. Watch it.

Bill Cunningham: New York

Sunday, March 20th, 2011

If you’ve ever perused the pages of the New York Times Sunday Styles section or read the column “On the Street” you know who Bill Cunningham is.

For the last 35+ years, Bill has helped the Times define street style. Bill bikes around Manhattan to capture what he feels are real people in real clothes, an art in itself to have an eye for the eclectic imagery that may present itself in a color, pattern, texture, or a bias cut which is the beauty of fashion in NYC.

Richard Press’s new documentary opened this week in NYC and he gives us a candid view into Bill’s creative process and personal life bringing us closer to seeing life through his lens, a manual Nikon SLR.

photo credit: Zeitgeist Films official Bill Cunningham New York poster

A documentary definitely worth seeing. Playing at Film Forum through the end of March.

Trailer

Bill Cunningham New York – Trailer (Zeitgeist Films) from ts on Vimeo.

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