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Branding Books and More
This promotional video for (our Cool Friend) Dan Pink's new book, The Adventures of Johnny Bunko, is pitch-perfect. It's hip, it has a sense of humor, but most importantly it captures the energy and the message of the book. Dan might as well have thrown down the gauntlet. The challenge is not whether you can create a splashy video for your new book or product, it's whether you can communicate quickly and effectively the distilled essence of its brand. Don't forget, it has to be compelling enough for your friends to want to share it.
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Comments
Now that is fun
Posted by Mike Neiss at April 7, 2008 3:45 PM
Its pretty cool. Pretty decent production value. I'd be curious to see how much it cost to make.
I'd also love to learn how effective it is with building word-of-mouth. It's definitely the most entertaining book clip I've seen.
Posted by Alex Andrei at April 7, 2008 4:32 PM
Dan has always been 'ahead of the curve' - from his days at the White House, his research of free nation state workers, his treatise on multiple intelligence, and now his video clip for a new book.
Dan is the real deal as a person too - he is humble, thoughtful, respectful, and giving... As always I wish you all the success in the world with this book Dan!
Alex - the cost is surely comparable with the other ways of marketing and promoting a book. The test of viral marketing (word of mouth) is as Seth Godin says - is it relevant and is it remarkable? I think we can all see this video is remarkable - it will be remarked upon by many many people who see it and many many people who don't.... It is only a week or so old and it is already attracting attention on tompeters! and is thus being talked about... Is the book relevant to people? - I have not read it so I do not know - if it is then Dan has another best seller on his hands! I hope so!
Richard.
Posted by Richard Lipscombe at April 7, 2008 5:36 PM
Wow!
(a video with genuine wow factor)
What Dan has succeeded in doing here is creating a video sales tool that is fresh, packed-with-personality, different, compelling, shareable, creative and leaves the audience hungry to find out more.
Ticks all the boxes of what makes a great viral; and an innovative - and I'm sure effective - way of promoting a book.
The bar is now well and truly raised when it comes to book promotion!
Posted by Ian Sanders at April 8, 2008 3:26 AM
The "answer" is known a long time ago - JUST START MAKING ANYTHING RIGHT NOW! ;)
Posted by msix at April 9, 2008 9:52 AM
It's got the "style" part covered. If the book has the "substance" ....that's a marvelous thing. If it doesn't, the concept could be spun of into a Cartoon Network or "WB" series.
Being neither author or marketer by profession, I looked at it as a consumer and my initial reaction was something I "shared with a charecter in the clip...."WTF"! But that's just one person's opinion in a potential market of millions. But if I came across the book at a store or library, would I pick it up and at least look at it? Probably...and that's the point isn't it?
Posted by Dave Wheeler at April 9, 2008 8:21 PM
Excellent example of effective advertising to GenX2Z (Especially Gen Y). Great Find.
-Tom
Posted by Tom H. C. Anderson at April 18, 2008 2:47 PM