This weeks branding news digest

YourTube

YouTube are taking a bit of a gamble and streamlining their search function in order to provide the user with a more personal selection of videos, in the hope that the results will be more accurate.  YouTube, who are owned by Google, think that providing more accurate and personal results will keep people on the site longer by providing the user with additional content, related to their search.

The new search system will mainly affect those using very general search terms.  With around 20 hours of video being added to YouTube every minute, the huge masses of content mean that sometimes search results can be a little off the mark.  Suggested viewings have always previously been selected based on the terminology, the new system will however refine by content, hopefully producing results that appeal directly to the user.

YouTube themselves have admitted that if this system doesn’t produce the right results, the user may be inclined to leave, however, if successful, it may encourage people to stay on the site for an extra ten minutes!

These user conscious modifications can probably be put down to YouTube losing money of late.  Although there is an argument that it is the ‘original and best’, YouTube are now facing massive competition from niche-driven sites like Hulu and Yidio.

I will be interested to hear if this works for YouTube.  When the new search method comes in, why not give it a try, perhaps look for something that you had previously not been able to find and see if you have more joy.  Let me know if it makes a difference to you!

More Top Gear Gear

This week, the BBC announced the launch of a new magazine aimed at young fans of Top Gear called Top Gear Turbo Challenge.

The launch of the magazine further enforces Top Gear’s position as much more than a television programme but as a brand, something that not a lot of television programmes have managed to do successfully.

The magazine is aimed at younger fans of the show, aged seven – 14 and features collectable trading cards with each issue as well as a gaming website.

Despite the first episode of Top Gear being shown in 1977, the popularity of the show, as we know it now, is growing and growing.  There are currently 25 Top Gear licensees, issuing everything from toys, to clothing, to stationary, even underwear!

The all round popularity of the brand, not just in the UK but worldwide, is astounding, particularly considering its controversial host!  For every person that just doesn’t get Top Gear, there seem to be two who love it.  Men, women, families and kids, even those who aren’t particularly big car fans love Top Gear, and whilst some can’t stand Clarkson, a 2008 poll voted him ‘Man’s Man of the Year’ due to his ‘confidence, knowledge and little bit of arrogance’.  So it seems not only is Top Gear here to stay, it’s on course for world domination!

Lovely Stuff

There was an interesting story this week based on the observations of Andrew Adam Newman for the New York Times, it’s all about the current trend of brands using the theme of ‘Love’ in their marketing.

The story rightly highlights how many major brands are currently using love in their campaigns; Blackberry and McDonalds being two examples.  The article is an interesting look at the trend and raises issues such as the potential threat of a lack of differentiation with the saturation of one theme rather than unique ideas.

It’s the psychology of it that interests me the most though.  It is mentioned in Newman’s article that the lovey-dovey sentiments in campaigns are as an appeal to the right brain.  This is apparently the emotional side, which has been shown to be crucial in the decision making process, as apposed to the rational left-brain.

It’s also briefly suggested that all of the love is “in spite of-or perhaps as an antidote to-a downturn and two wars”.  So, are the marketers trying to reach out to the consumer and give us a hug because of the state of the economy and bloodshed in the Middle East?

It seems the clever advertisers could well have found our weak spot; last year people spent more on Valentines Day gifts and cards than ever before.  Perhaps this shows that despite a recession and two wars, we’re all suckers when it comes to love.  Who said the best things in life are free?! (Janet Jackson & Luther Vandross)