Old video, and how I still loovee to watch them!

The Break Up (2007)

Where the Hell is Matt? (2008)
http://www.wherethehellismatt.com/

Source : Leo Burnett/Arc worldwide – Human Kind Training

I just found out that Starbucks launched what they called as Starbucks Digital Network last July in US. Starbucks Digital Network will let anyone connects to its WiFi network for free and they also doing  partnership with Yahoo and other sites, which will include local content that customer won’t be able to read anywhere else. Both offerings will be free.

“Starbucks functions as a sort of community center — a “third place” between home and the office“ said Starbucks chairman and president and CEO Howard Schulz. More over Schulz said “Each customer must log in to Wi-Fi and the Starbucks Digital Network with a unique identifier, so Starbucks won’t only know where you are, but who you are, potentially allowing for targeted messaging to offset cost further. Focus groups have been quite receptive to the free Wi-Fi and local content customers will get in return”

As a customer, I would say that’s is really cool.  I imagine similar offering here in Jakarta, of course with local content which relevant to my profile and only can be accessed for free in Starbucks. Oh wow. I will go to Starbucks not just for the coffee and comfy atmosphere and the free WiFi, but also to spend more and more time there accessing things that I like – for FREE.

Once again Starbucks made a smart move. Speaking of Starbucks reminds me of an insightful training from my previous office Leo Burnett. The training called Human Kind Training is basically saying that a brand should have a human purpose, to see the business problem through a more human lens. Simply said, you need to see the human behavior to find the brand purpose.

Source : Leo Burnett/Arc worldwide – Human Kind Training

Starbucks is not just about the coffee. Their brand purpose is not to create the best coffee that everyone will adore.  Their brand believe  is genuinely built based on human needs. So if you wonder why Starbucks even bother to create a very comfortable atmosphere in their coffeehouse, and now with even adding digital network in US case which actually made you come and come again to relax or do your things, below you might find the answer why.

It  is really really interesting to observe human behavior to finally find your brand purpose or hook on the ideas that really contagious. Below videos might be helpful to understand more about human kind approach.

Regardless of what people say, these two instant-celebrity-girls has proven the beauty of social media in giving you the power to show what you got to the world.  Their YouTube video reaching 3 millions views, Keong Racun become the rising search in Google by early August as well as Twitter trending topic. Well, nowadays YOU are the creators. Don’t you think Keong Racun is just the beginning?

The campaign videos can be seen here

Trendwatching is one of my must-read- site. It gives some interesting ideas of consumer trends from around the world. Not all necessary relevant to Indonesia, but enough to give a glance about what’s on out there.

They just released these videos.Pretty interesting.

What makes you happy?

Car vs Phone

Who Cares?

The future of consumerism