Smaller pixel printing with simpler logos

In this fresh week from Koot: Earn crypto by walking, jogging or running in a new Web3 Fitness app; Snap introduces the camera drone; Attention to VIA Digital Ad Expenditure 2021 Holland and attention to ‘debranding’; the trend towards simpler logos. ‘After all, the screens get smaller and there is often less space available.’

Gert Koot writes it off on a weekly basis: everything that pertains to him and the profession in the wild world of branding, media and entertainment. Koot worked for more than twenty years at various advertising agencies and was also the marketing director for a while. For several years now, Koot has had its own consulting company under the name Branded Entertainment and advises on new and digital media. As a teacher, he is associated with, among others, SRM and NIMA. In this column on Marketing Facts, Koot discusses ‘what to discuss’.

# 1 Twitter

Rarely has a takeover of a (social) media led to so much trouble. Opinions spill over from all corners. From moderately positive (The New York Times: “Musk is the only one who can make Twitter what it could be”) to very negative (Maarten van Rossem: “that the madman in a Musk bought Twitter”) and Podcast the men about Media (behind the payment wall in Podimo) are not quite out yet either.

# 2 Mark Cuban

As a counterpart to the story surrounding Elon Musk, there are also other high-paid people who use their fortunes in a different way. A way that might have a slightly greater contribution to a better world than a free village square. One such guy is Mark Cuban. Mark Cuban is an entrepreneur and NFT influencer who helps underprivileged children and makes life-saving medicines affordable in the United States. Cuban recently launched Cost Plus Pharmacy to help Americans save thousands of dollars each month on life-saving drugs by reducing costs. Hopefully an example for the other men on this spectrum.

# 3 STEPN

And there’s STEPN, a new Web3 Fitness app. With STEPN you can earn crypto by walking, jogging or running. You can describe it as a gamification of fitness. With a “Move to Earn” model, where the app can track your workout, like Strava or Map My Run, and then reward you with crypto for completing activities. To play, you need their special sneaker NFTs. These NFTs have different properties that affect how quickly and efficiently they serve crypto. Of course, it all seems too good to be true. But in this story from Nat Eliason, you learn why he thinks this may be the best designed Games and Earn game coming on the market. A great plan for a possible future model.

# 4 DeBranding

Maybe you have noticed it too? The trend towards simpler logos. And if not, this video is proof of this widespread development. In a nice word, we could also call it DeBranding. After all, the screens are getting smaller and smaller, and there is often less space available. This “pixel print” makes brands clean up, reduce the size and shake off the complexity and replace it with a cleaner look. One drawback, of course, is that it also leads to loss of identity. And in fact, we can predict the next trend. This phase of DeBranding will soon make way for ReBranding again.

# 5 Digital Advertising Expenses 2021 Netherlands

There is again a new version of the Online Ad Spend Survey with Dutch numbers. The survey that Deloitte conducts annually on behalf of VIA (the former IAB). Last year, the cost of digital advertising grew by 34%. That’s numbers! In total, advertisers spent more than 3.1 billion euros on digital ads. In addition to continued growth in search advertising (+33%), the Online Ad Spend Study 2021 mainly shows a strong recovery for Digital Out of Home (+50%) and a strong increase in Digital Audio (+79%). You can download the report on this page if you leave your information.

# 6 Ownership Economy 2022

Thirty years after the development of the World Wide Web, a handful of companies have the most attention from users and therefore almost all digital advertising revenue. Closed ecosystems that hold back innovation from independent developers. In fact, the financial interests of the largest Internet platforms take very limited account of their most valuable contributors: their users. Yet we all understand that ownership is becoming increasingly important to retain visitors (and employees). But the vast majority of Internet users own exactly 0% of the services they contribute to. Creators do not own their content, developers do not control their code, and consumers do not influence the policies or decisions of the platforms they use. This is starting to change through the ownership economy – often referred to as web3 – with products and services that make users owners.

In this wonderful story you can read all about this new ownership economy. Not only is it a powerful new tool for builders to leverage market incentives to kick-start new networks, but it also offers the potential to create positive social change through the broader distribution of wealth-building assets.

# 7 Reddit Community Fund

Reddit is home to infinite human creativity, connection and collaboration. People gather to do surprising and inspiring things. For the past six months, Reddit has been experimenting with a program called Community Funds to bring the ideas and passions of Reddit community to life with financial support. Its success has made it an integral part of Reddit now. A wonderful way to further emphasize the essence of Reddit using a beautiful program.

# 8 Hacked the hacker

The subject is, of course, dramatic. But it is still nice to know that hackers around the world are busy using knowledge within the possibilities of also digitally influencing Russia. Every day, often around noon. 5 in the morning, the Telegram channel buzzes of the “unprecedented” IT army “of hackers from Ukraine” with a new list of targets. Since the start of the war, the volunteer group has taken Russian websites offline with wave after wave of distributed denial-of-service (DDoS) attacks, flooding websites with traffic requests and making them inaccessible. Russian online payment services, public authorities and airlines have all been targeted by the IT military to disrupt everyday life in Russia. Since Russia invaded Ukraine in late February, the country has faced an unprecedented barrage of hacker activity. It is precisely because these attacks stand in stark contrast to recent history. Many cybercriminals and ransomware groups have ties to Russia and do not target the country itself. “Russia is generally considered one of the countries where cyber attacks come from and do not go,” said Stefano De Blasi, a cyber threat analyst at security firm Digital Shadows. In this report from Wired you can read all the background of this IT army.

# 9 Snap introduces the camera drone

Five years ago, Snap launched Spectacles. These glasses with built-in camera for taking pictures. And now they have something new again and I think much more spectacular than Spectacles. This time it can fly. Snap made a drone. The little yellow disk, called Pixy, rises from your hand, follows you and captures it on video and sends it to your Snapchat. Pixy will be available online from Thursday for $ 230 in the US and France. Unlike most existing drones, it is small and light enough to fit in a pocket. There is no controller. Pixy takes off from the palm of your hand and uses six pre-programmed flight patterns.

# 10 Portfolio website

Many portfolio sites are primarily practical. They give you an overview of your work, your talent and try to give visitors a (positive) picture of your qualities.

Piet Dewijgaert is a Belgian creative developer. This position requires a portfolio of added value. And in that respect, Piet does not disappoint. What a pleasure to see, scroll and impress in his portfolio. After pressing “enter” it is a pleasure to navigate and see some really nice examples of different types of graphic work and interactive design.

This week’s podcast

The audio agency Airborne selects a special sound production every week. This time it’s Delicious ways to feel better ‘created by British food influencer Ella Mills.

Influencers with their own podcast, it’s not necessarily a unique concept. Experts, gurus, celebrities or other celebrities: having a podcast is as natural in some circles as an Instagram account. With such a huge range, it is not surprising that the quality and the underlying strategy differ a lot. ‘Delicious ways to feel better’ stands out in that regard. This podcast was created by British food influencer Ella Mills. About 10 years ago, she started the website ‘Delicious Ella’, where she wrote about plant-based food and health. The reason for this was a medical condition that forced her to revise her lifestyle. The website has since grown into a brand that the regular publisher would lick their fingers at: recipes, an app, products, cookbooks, a restaurant and – here it comes – a podcast. Delicious Ella is especially impressive because of the way all the resources reinforce each other. The individual role and function of each resource has clearly been considered, including the podcast. For example, where the page focuses more practically on cooking, the podcast offers background and depth. And that year after year and on a structural basis. Not surprisingly, the podcast has now been listened to, according to Ella, more than 10 million times.

You can listen to “Delicious ways to feel better” with this handy playlist on Spotify. Where you can also find all the other Podcasts of the week.

Until next week!

This week’s news at the clubhouse

Fresh out of the oven and still hot. The written version now also in audio. Bring your mental breakfast and start the dialogue. Almost every Sunday at 9:00 in the clubhouse. Led by Sylvie Verbiest. Jeroen de Bakker as table owner. And this week no one spoke column by Tino Stuij. But next week in a long performance.

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