Category: Uncategorized
The Specialty Bookstore
I love books. I also like e-books, but the operative word here is “love.” Celebrated poet Emily Dickinson said it best:
There is no Frigate like a Book
To take us Lands away
Nor any Coursers like a Page
Of prancing Poetry –
This Traverse may the poorest take
Without oppress of Toll –
How frugal is the Chariot
That bears the Human Soul
I paused for a moment just outside this Brooklyn bookstore to appreciate the titles in the window. I couldn’t understand many of the titles, but I did recognize some authors and subject matter, the latter based on the cover image or illustration. There have been many articles defending the purpose if not the endearing qualities of paper-bound books. Others ask to use electronic reading devices more often than not. Both have advantages as well as disadvantages. I’ll leave it at that.
I’m glad to have come across this bookstore filled with all sorts of titles, fiction and non-fiction, written in Polish. There was something there for everyone, including people who don’t read or understand the language.
“Chanel-ling” Karl Lagerfeld
Self-Portrait April 2016, The Sterling & Francine Clark Art Institute
I think plasmatic energy from Herr Karl Lagerfeld was coursing through the New England air….
Spoons
I took a major sortie into the Berkshires this morning. I needed to get additional photos of the area for one of the company’s websites. You can say that I’m responsible for providing content—among other things, related to marketing, PR, design, graphic production, video, media buying & scheduling, writing and so forth. You can’t make this up. So, I’m it, the Jack-of-all-trades [and definitely a master of none!] that is the marketing department. My days have been jammed with concurrent projects and deadlines, so I was overdue to break out and live in the moment.
At about a half-past-my-stomach growling, I really needed to fuel up. Breakfast was hours ago. While scouting for potential photos, I noticed this little restaurant. What caught my eye were the words, “breakfast and lunch.”
Adding to the attraction was the name of the place: Spoon. That made me think of my daughter’s business, Splendid Spoon. I think she’d get a kick out of the theme of this place. And the food’s quite good at this little restaurant-cafe, this being a key detail since she is a gourmet chef/entrepreneur.
So, on the walls, carefully spaced, are framed 4×6-inch photos of patrons with spoons clinging off their noses! Clever theme and an even more clever branding idea. This is an interactive wall that anyone can genuinely “like,” no electric switch or finger swipe required.
This bench was fashioned from old, wooden milk crates, the kind that carried glass containers. You can see some of the wiring that created the spaces for the bottles to sit in. Now, patrons sit on it. I love little details like this. Behind the bench appears to be old barn wood and just above that is a wall of marble, or perhaps soap stone, I’m not sure.
My omelet made with artichokes, jalapeno peppers and salmon. I might’ve forgotten an ingredient or two, but what mattered most was that it tasted fantastic. Sorry, I had to take a bite; I should’ve taken the photo first.The potatoes were also quite good! And of course, I wanted to make an entry into my journal. Bon appetit!
Marketing Idioms in the Snow
Everyday life is filled with idioms. Sometimes I think of them as bridges connecting a concept, a service, a product, even a person. After a snowfall, the gates open and I’m at the mercy of a brain that works to find a metaphor, an idiomatic expression, a slice each of the expected, unexpected and infrequently, something on the order of the unimaginable.
My favorite type of snow is the dry, fluffy stuff. It may not pack well to create a snowball or a snowman, but it’s easy to shovel off a driveway or brush off a car. For many skiers, fresh powder is nirvana: how can this get any better?
This kind of snowfall encourages you to look around. The cars are covered like blankets. Flat, open fields are akin to a slice of white bread. The trees look powdered by confectionary sugar. This kind of snow is a visible version of a special aura. Whatever is under the snow takes on another quality. Attributes of beauty, protection, secrecy, purity, freshness are some that come to mind. “Use _____ soap because it’s as pure as the driven snow.”
In this case, snow isn’t all that bad now, is it?
“I could get used to this…”
Lexus is currently running a :30 second TV spot for their 2016 ES model. The tag identifier is, “I could get used to this.” The marketing inference being one can upgrade to the next levels of luxury, prestige and social standing.
We all have aspirations though many, I dare say, are with things material. I’m no exception. However, after awhile, there’s a point of diminishing returns. No one needs the biggest, baddest, coolest of anything. Marketing feeds our psyche, fuels our heart’s desire; then the new car smell and the “!@$!@ I’m-on-top-of-my-game feeling” validates our consumerism. After awhile, we all float back to terra firma. That new car smell is gone and feelings of euphoria dissipate into the the air.
These photos were taken at The Mount, the home of American author Edith Wharton, the first woman to earn a Pulitzer Prize for Fiction. The grounds and mansion are now collectively recognized as a historical site. It’s a favorite stop for fans of the gilded age, beautiful gardens and literature. Do I aspire to own and live in such a mansion? Do you?
Really now, on this scale I’m better off living vicariously; doing so precludes mortals like me from paying taxes, utility bills, hiring staff etc. Frankly, my “I could-get-used-to-this” license would expire within 5-6 weeks if not days. Some would welcome the possibility of having such a life, others would frown with disdain for the scale of the home and grounds, the sentimemt being that of excess. Besides, I’d have to get a riding mower just to do the backyard lawn! Do you have any idea how long that would take…?!
Remnants
These 2 photographs were taken before many millennials were born. They were taken with a Nikon F with a Nikkor 50mm f/1.4, using TRI-X film 400, sometime in the fall of 1973. I suspect that these 2 views are probably different today, and I dare not visit the space for fear that in their place will be condos or parkways or other concrete manifestations that tend to mute my sense of self.
Rainbow Connection
If you’re curious, you’ll find my most recent post here.
Heaven Does Wait
In the 1978 movie, Heaven Can Wait, there’s a whimsical scene showing souls boarding a plane destined for heaven. They’re all adults, quietly and in orderly fashion waiting their turn to be checked on a list before taking the stairs. If I was to peer through a special window, one that would allow a real-time glimpse of say, a staging area, these 2 images represent what I’d see.
Why so barren? Nirvana has no time: no early or late or anything resembling the way we measure time passing. How can you measure a concept or notion that has neither a start nor an end? What I’m really saying here is that while heaven or Nirvana has no clock, we do, and the barren quality of these images can mean several things, each a statement to our genuine condition as human beings. To wit:
- Few reach Nirvana
- Nirvana waits for the few
- Souls are crowding another place, one quite incorrigibly different and likely perilous to reach
Frankly, if I chose another moment to peer through that existential, real-time window, I’d probably see children. They’re the ones who have the least amount of pretense. They are the real innocents of our civilization.
Using “obsolete” photo gear
Of late I’ve been using an “obsolete” system and getting some incredible results. To wit:
- Hasselblad 553 ELX
- Zeiss Sonnar 150mm f/4.0 CF
- Imacon Ixpress V16 digital back
- Imacon Image Bank [tethered hard drive to back]
This photo is an enlargement of the top left-hand corner. I was checking for focus and didn’t realize the scale of magnification I was using in post production. I was astounded to say the least. [click on photos to enlarge] Can you read what’s written on the Jersey barrier? Can you see the name of the front loader on the left? Notice the pile of stones to the right of the frame…
Demographic Segmentation & Marketing
I learned early on in my career that market segmentation is but one level of segmentation. I think of the process as one of differentiation. Demographic segmentation requires specificity in a cultural subset. In other words, you don’t place spanish-speaking people as solely spaniards any more than those speaking french as frenchmen.
The subset is of material importance. Spanish-speaking people come from many places other than Spain, ergo the same for french-speaking people living elsewhere than France. Think Puerto Rico, Mexico, Columbia, Dominican Republic for the former and Quebec, Monaco, Ivory Coast and Belgium for the latter.
There has been a tremendous amount of buzz regarding LGBT civil rights. Ireland is the first country that recognizes same-sex marriage after its citizens voted it so just this past May. Caitlyn Jenner is a household name and we’re likely to hear a lot more about the former Bruce Jenner’s transgender journey.
So, what does this have to do with marketing? For me, plenty.
First and foremost, we’re dealing with a community of people. Many countries treat LGBT people like criminals. In no uncertain terms, being lesbian, gay, bisexual or transgender puts you on death row in several countries. So, tell me where’s the real crime taking place?
I recently attended a screening at the 28th Annual Outfilm CT Film Festival held on the beautiful campus of Trinity College in Hartford, Connecticut. From May 9th to June 6th, controversy, art, education, tolerance, intolerance, inclusion, love, forgiveness, the banal and the beautiful were expressed across a variety of films, short and of feature length. The films I watched provided a temporal take on LGBT concerns as well as the eternal qualities of love, acceptance and foregiveness.
There’s also the economic take that cannot be ignored. LGBT folks are contributors and consumers. Some hold high-level positions in business [Tim Cook, CEO of Apple, e.g.] Yes, the human costs are invaluable, however the economic costs can be calculated. If you need more information, this recent article from The Atlantic can shed more light on the value of the LGBT economy.
How important is the LGBT community? Here’s the short list of corporate sponsors of the Outfilm CT Film Festival: Pratty & Whitney; CIGNA; The Hartford; AARP; Aetna; Baccardi; Barefoot Wines, among others…like the firm I work with.
In addition to other key designations and credentials, Michael Matty, the President of St. Germain Investment Management, holds the following: Accredited Domestic Partner Advisor [ADPA]. While segmentation is important in marketing analysis, inclusion holds its own relevance as well.
Like a song stuck in my head…
Here’s my actual post:
https://www.linkedin.com/pulse/youre-my-mind-like-song-radio-carlo-centeno?published=t
Carlo Centeno 