1,000 songs in your pocket.

1,000 songs in your pocket.

No mention of the engineering.

No mention of the unprecedented memory.

No mention of the fashionable design.

No mention of the price.

Just these seven words.

"iPod. One thousand songs in your pocket."

These seven words were how Apple introduced this new device.

A device that would change music, entertainment, and computers forever.

A device up until that point no consumer knew they wanted or even needed.

A device that held the equivalent of 100 CDs in your pocket.

A device that would change our relationship with music and our relationship with entertainment forever.

A device that would change our relationship with hardware and our relationship with companies forever.

The future is psychology and not technology.

The future is experience and not evidence.

Consumers want demeanor, not data.

-Marc

Watch the first iPod commercial:

Watch Steve Jobs introduce the iPod at the Apple Music Event in 2001:

Caracal Daily | Jan. 19

WATCHING TODAY:

1. Russia, China, and US squabble over spheres of influence: Nikkei reports Ukraine and Kazakhstan become test cases for an old idea as a new reality.

2. Electric vehicle sales in Europe outpace diesels: NYT reports more than 20 percent of all cars sold in Europe and Britain last month were electric, as diesel — once the most popular engine option there — declines in popularity. The best-selling brand of electric car was Tesla, which is opening a factory in Germany this year.

3. US political ideology steady; conservatives, moderates tie: Gallup reports the way Americans identify themselves ideologically was unchanged in 2021, continuing the close division that has persisted in recent years between those describing themselves as either conservative or moderate, while a smaller share identifies as liberal. On average last year, 37% of Americans described their political views as moderate, 36% as conservative, and 25% as liberal.

+ Conservatives and moderates still tied as largest ideological groups

+ Liberals remain the smallest group at 25%

+ Republicans' and Democrats' ideological identification unchanged

4. Why is it still considered OK to be ageist? Lucy Kellaway on an unspoken prejudice — and puzzling discrimination against our future selves.

5. 'The world would take Africa more seriously': Egypt is aiming to host the 2036 Summer Olympics and become the first African country to host the Games. Sports scientist Kamilla Swart-Arries speaks to DW about why awarding the Games to Africa would be a good idea.

When Snowbird took ones and made them fives.

Inspired by Snowbird's one-star campaign, Brigadoon took negative energy into a rallying cry.

“You’d hate it.”

A fun Brigadoon tagline.

A communications tagline that works and delivers.

A communications tagline that compels and inspires.

Mysterious.

What would I hate?

Rebellious.

How can I be a part of this?

Contentious.

Are you speaking to me?

Inspired by Snowbird's one-star campaign, Brigadoon took negative energy into a rallying cry.

Brigadoon embraced the "it is not for you" ethos into a rallying cry.

From Snowbird's website:

You've probably heard things about us. You might have ideas about us. But if you haven't ridden here, you really don't understand.

Too steep? Too hard? Too much snow? Isn't that why you came here? At Snowbird, what you see is what you get. But, be prepared for it to exceed your wildest expectations.

Why did turning Snowbird's haters into their most effective promoters work?

Simple.

Snowbird knows its audience.

While ski resorts worldwide get gobbled by global mega-resort hospitality companies, Snowbird has remained true to those looking for challenging terrain, deep snow, and poor WiFi, not those looking for groomers, lazy lunches, and Insta-friendly internet.

Snowbird isn't for everyone, and it is proud not to be for everyone.

Snowbird wants you to know, without doubt, it is not for everyone.

By capturing web-review quotes from one-star comments, Snowbird used the "negative" reviews as "positive" reviews.

Snowbird embraced the negative with gusto.

Too steep?

Definitely.

Too hard?

Absolutely.

Too much snow?

Precisely.

Especially for you.

In fact, "you'd hate it."

The firm behind the ad campaign, Salt Lake City's Struck, juxtaposed the one-star review with outstanding shots of vertiginous vistas and knee-deep-pow.

Check these out - amazing:

With such cantankerous communications, Struck could maximize Snowbid's limited media and production budget.

By taking this scrappy communications approach, what were in reality, humble print and digital ads became viral, share-worthy pieces of rebellious promotional content.

Is your communications pugnacious or pleasing?

Does everyone love your communications, or do you have some that just hate it?

-Marc