Korean B-Boys Dance Their Way To The Philippines

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Just when we thought that the Korean invasion has waned, comes a Korean phenomenon that has taken the world stage by storm.

C&S Entertainment brings the Korean sensation B-Boy & Ballerina to the Philippines in B-ALIVE 2009, the Philippine tour.  The tour will be at Camp John Hay Convention Center in Baguio from October 30-31; at the Araneta Coliseum on November 6; at the Olivarez College Coliseum from November 13-14; and at Clark Expo in Pampanga on November 21. Tickets are available online at www.auction.ph, and at all Ticketnet outlets. Tickets for the show at the Araneta are only available at Ticketnet.

The show is a version of the Broadway hit musical The Ballerina Who Fell in Love with a B-Boy, and is about a ballerina and a young B-Boy and how he dances his way to her heart. It is a tale of two characters brought together and separated by their greatest passion – dancing. Find out how their love story culminates in this mind-blowing, heart-pounding dance off, and see if it is indeed possible to fuse ballet and hip-hop.

Win free tickets by signing-in or registering an account and leaving a comment on the B-ALIVE 2009 event page on www.auction.ph. Free invites shall be given to the first 30 who will sign-up for each venue. The first 100 to reserve VIP seats will also get a dinner certificate and cash coupons from TGIFridays. For inquires, call 393-28-69 / 393-28-96.

The show is sponsored by T.G.I.FRIDAYS, JACK TV, ETC, and JAM 88.3.

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Brand: Website Pt. 2

In an earlier entry entitled Brand: Website, I hinted on the importance of ‘personality’ in marketing a website. If you notice, our site has been low-key as of late. At the risk of sounding defensive, the lack of visible activity is by no means a sign of resignation. While there is visibly not much activity ‘up front’, there definitely is a whirlwind of planning in the less visible ‘out back.’ Meticulous tinkering has me immersed in prodigious amounts of research, dissecting the web searching for answers and formulas.

And all that research have somewhat rationalized my theory on personality. I’ve been looking at the success of Facebook and Craigslist and I am now more convinced that marketing a website is not just pushing a product in people’s faces, it’s about them finding someone who has a genuine desire to make their online lives more convenient and more engaging.

To jumpstart a website, personality is a non-negotiable. It doesn’t matter if only a handful of people respond to that personality as long as they inherently contain the few that matter—your connectors, your mavens and your salesmen (or whatever label you are more familiar with).

Below is a concise description of the websites’ origins, the parallel they run and how they split off into separate directions.

Facebook starting as a site for Ivy League students is common knowledge. Craigslist starting as a mailing list for Newmark and his ‘nerdy’ bunch is probably common knowledge but only to an emerging demographic. A few years later, what started as online tools for closely-knit communities snowball into giant planets in cyberspace. Facebook goes global and shakes the SNS division of the web. Mark Zuckerberg is hailed as a visionary and becomes one of the youngest billionaires in history. Craigslist maintains its stripped down look but is now getting a lot of heat from conservative sectors of the community. Craig Newmark continues to work as the website’s tireless Customer Service Rep.

Unlike Facebook, Craigslist maintains its esoteric charm and Newmark sticks to his principles and his advocacies. Craigslist is like the indie band that you know will never sell out.

What started with personality attracting and interacting with small communities experience superfluous growth driven by the larger community and the natural multiplier effect. The larger community creates an unstoppable word-of-mouth engine, delivers more compelling content, and keeps Craig Newmark relentlessly working.

At this point, the personality becomes a PR spin. It’s good for exposure and it’s good for maintaining interest.

Another kind of personality exists in the web which is more egotistic rather than altruistic. While the first one is more of a service to others type of thing, the flipside is more self-serving. In the US, a certain Julia Allison is hyped to be a purebred Internet celebrity. She started with hobnobbing, followed it with blogging and until recently, she extended her arsenal to twittering. She gets a lot of followers and then some haters.

We also have local blogosphere celebs. I think the more successful bloggers in the country are skewed towards the Craigslist nerdy demographic. The rest are Julia Allison type followers, interested in lifestyle, entertainment and stalking.

There is still a lot more angles to the personality theory but if you’re marketing a website, you can think of yourself as a celebrity agent. You need to highlight your client’s most appealing characteristics. The fact that Mark Zuckerberg rides a bike to work. Or that Craig Newmark works 8 – 11 as a customer service rep. Or, on the flipside, you can rave about Julia Allison’s new shoes.

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When You Can Look But Cannot Touch

When I started work in Auction.ph, I had misgivings because I was well aware that “feeling the merchandise” was natural behavior for Filipino consumers.  I think it still holds true and no matter how you play the convenience card, being able to touch merchandise still trumps it.

What I wasn’t aware of was that this kind of pre-sale ritual is truth in every part of the world.  I find that despite cultural differences, consumerism is making all of us more alike than we realize.

Recently, I read an article in Time Magazine about haptics – the science of touch. The article says that consumers are likely to pay more for items experienced by touch.  Behavioral economists call it the endowment effect, which basically states that consumers get a ‘sense of ownership’ after a palpable experience with the merchandise.

The palpable experience is probably the biggest setback and one of the most difficult challenges for online retailers.  The most common recourse is to pepper item descriptions with adjectives pertaining to the sense of touch.  Words like soft, fluffy, smooth, can send signals and can trigger imaginations that are a bit more palpable than tangible.

In my opinion, however, while it does increase the likelihood of an online purchase, the increase is very marginal.  The main problem is the big divide between the virtual experience and the actual experience.  The power of suggestion is not nearly enough to bridge that divide.  The virtual experience should be more tactile.  It should be more sensory rather than imaginative.  It should be technology and not semantics.

But when I think of the technology, the images formed are grotesque and not as superfluous as I would like it to be.  I imagine wires and I imagine plugging in.  It’s not a very appealing picture.  We’re already getting so attached to our gadgets in a metaphysical sense that I’d much rather avoid contraptions that necessitate physical attachment.  Maybe we can do something with the touch pads.  Prodigious touch pads that can simulate texture.  I’m already imagining tickling Elmo online.

And speaking of ‘tickling’, I imagine another Internet industry that could benefit from this technology.  If you’re a guy and you’re reading this, I’m sure you know what I am talking about.  Bailout?

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Asking Is The New Knowing

One of the books I really struggled with was Sophie’s World by Jostein Gaarder. About eight years ago, when my reading diet insisted mainly on pulp fiction, a colleague blurted the title during what had to be a profound discussion. Eight years ago I asked, “isn’t that the movie with Meryl Streep?”

I can only remember bits and pieces from the book but I remember jotting down notes, especially when I chance upon gems from noted philosophers. And one other thing I remember, albeit vaguely, is the bunny metaphor that guy in the silly hat said. It was something about how as children we live on the ends of the bunny fur with the wonder of the entire universe spread out before our eyes but as we grow older, we slide to the bottom and all we get to see is fur. With nothing much to see, our inquisitive drive gets dampened.

In this day and age, when information is stored, shared and exchanged in elephantine volumes and in lightning fast speeds, innate inquisitiveness becomes more valuable than ever before. Now more than ever, we have to scurry back up the bunny hairs and look at the digital cosmos with child-like wonder. What I’m really trying to say without waxing poetic is, we have got to keep asking questions.

When I was in college, I hated doing research because it only works when resources are available. Most of the time, resources were scant. That Dewey Decimal System is rendered useless when there are only two book cases in the library. I still tend to do a lot of research nowadays but the main difference is that now, I am actually enjoying it.

There’s an infinite amount of information floating around cyberspace I get aroused just thinking about it and it’s out there, just waiting to be tapped. All you have to do is ask. Just plug in the right search query and boundless knowledge will unravel right in front of you in seconds.

But yes, you do have to ask the right questions and the only way to get better at it is to keep asking. You keep asking until you get the results that you are searching for. In the information age, the ability to ask the right questions is knowing.

Asking questions, however, is only one third of the framework. In the Internet age, where mass collaboration propagates new information and new ideas, a flipside is also inevitable—mass mediocrity. The worldwide web’s extreme liberalism has allowed bad information to flourish with the good. So the second third of knowing is knowing how to filter the good from the mediocre. And how do you sort them out? You sort them out by asking more questions. You have to verify the source and research for background and testaments of credibility.

This third part is merely an extension but an important one nonetheless. The last part to knowing is knowing how to make connections. In the “World Is Flat”, Thomas Friedman pointed out that in a flat world when jobs are being outsourced to the most obscure edges of the flattened globe, individuals become “untouchable” (or indispensable to an organization) when they can hone their abilities to make connections. In the book, Thomas Friedman calls these people Great Synthesizers. They have the ability to synthesize seemingly disparate concepts to solve unique problems.

This type of synthesis is happening all around us. For instance, leaders of multi-level organizations can now seek wisdom and strategy by studying the behavior of worker ants. It’s not as far-fetched as one might assume. When you think about it, we have been making these types of connections for the longest time but because of the Internet, we now have more access to more data and it should allow us to zero-in on the concepts that have striking parallels to our various lines of experience.

Bottom line, there is no better time than now to start asking questions. So shoot.

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Dare To Date An Auctionista Images

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An Outsider’s Tribute To Francis Magalona

I was asked to write a piece for Francis Magalona. It set off a series of reactions that started with absolute befuddlement. I had no idea what to write about. After a brief period, befuddlement became extreme resistance. Of course I could write something but given the circumstances, anything I write can be easily misconstrued as something opportunistic. I did some research hoping that some kind of angle will present itself in the process. After reading news reports and after visiting Francis Magalona’s blog, the resistance became softer, a bit more malleable. And after affording a voyeuristic peek into his life beyond the tube, I felt a strange connection, a sense of vicariousness maybe, with the celebrity because his life is exactly the charmed life I have always wished for. In that sense, he became a representation, an ideal of how I can still shape the days that lie ahead.

And then I remembered what he was like when I was growing up. And it was at this point that resistance faded and I became consumed with composing a skewed tribute from the point-of-view of an outsider.

The night after Francis Magalona died, my cousin sent me a message and he said that he wrote a sentimental song about the Master Rapper. My cousin lives in the province, operates a store but his real passion is music. His god is Kurt Cobain. Given this context, it was only logical to ask him why. He could not explain it also. He was just suddenly moved.

More than twenty years ago, I remember watching Francis Magalona in the camp classic, Ninja Kids. I think it was the second local movie I watched. The first one was Bagets. At that time, I had dreams of becoming an astronaut or becoming the leader of an elite unit of pilots whose vehicles merged into one kick-ass robot. Even before seeing Ninja Kids, I long fantasized about choosing “ninja assassin” for a full-time profession. After seeing Francis Magalona in Ninja Kids, I realized he was on to something. I was convinced that being a “ninja assassin” just won’t cut it anymore. I had to be a “break dancing ninja assassin” only because it was ‘modern’ and way cooler.

I also remember Francis Magalona in the Royal Tru-Orange commercials singing Mga Kababayan Ko. He wore garishly-colored, oversized baggy pants and a sharply, sculpted flat-top that can easily balance cans of beer (or orange soda). He was rapping with all his might calling on his countrymen to enjoy orange soda. I’m not sure if sales picked-up but the rap song sure did. It was imitated by kids in all corners and you can hear the chant in school corridors everywhere. The cool thing about it was, Francis Magalona wasn’t really selling orange soda, he was selling patriotism. And he continued to do so with unparalleled vigor until his final days.

More than a decade ago, I remember Francis Magalona in Greenhills buying stacks of Playstation CDs. At that time, my friends and I were huddled over consoles for rent and opening virtual cans of whoop-ass playing Tekken. We were students back then and for us dispensable income was a fairy-tale concept. Back then, Francis Magalona was buying stacks of video games and enjoying hours of playing time in domestic comfort. I remember thinking, ‘wow, this guy is really sucking the marrow out of life.’ I skipped a lot of classes when I was in college and spent hours at home playing Warcraft and Diablo. It’s not exemplary behavior but those were happy days. And in that sense, I’d like to think that Francis Magalona had endless chains of happy days.

Yesterday, I skimmed over Francis Magalona’s blog and I read blogs about how proud he was of his son. He showed off his son’s paintings, which were in fact, brilliant works of pop art. More than twenty years ago, I remember my elder sister cooing over Pancho Magalona’s gentleman suave in ‘deadtime’ television. (We referred to the weekday 2 – 5 pm slot as deadtime television because nothing worth watching was on except for old classics of…Yes, it’s a double entendre.) Pancho Magalona was Francis’s celebrity father. I vaguely remember Francis expressing his admiration for his father and I remember thinking his father would have offhandedly reciprocated the sentiment. He had every reason to be proud of Francis like Francis has every reason to be proud of his son. I’d like to remember this legacy of mutual admiration and enormous talent surviving Francis Magalona.

Francis Magalano was a fierce patriot, a truly talented artist and a loving father and husband. While our country endures this significant loss, this country can do a little bit better if everyone remembers Francis Magalona as a shining example.

I understand now why my cousin wrote a song for Francis Magalona. It is the same reason why I am writing this and it is the same reason why millions of other outsiders are in grief.

I am doing this for no other reason but to remember. And hopefully, to never forget.

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They Dared And They Dated: The Auctionista Date Post Event Report

A few days shy of V-day, Auction.ph launched a promo dubbed Dare To Date An Auctionista. The promo contest gave Auction.ph members a chance to date anyone from our stable of website ambassadors, the Auctionistas.

After a week of bidding frenzy, two Auctionistas emerged as the most wanted and two website members were rewarded for their tenacity. The Auctionista winners are Monique Lim of DLSU getting the highest bid with 130,000 and Kurt Fernandez of UP Diliman with 150,000. The members who won free dates are top-seller Benedict Qua aka Tycoon888 and Auction.ph newbie, Carina Traballo.

Benedict seems all set to meet Monique

Benedict seems all set to meet Monique

Carina waits calmly for Kurt to arrive

Carina waits calmly for Kurt to arrive

The date started with refreshments in Krispy Kreme in Greenhills. The daters were given some time to get acquainted with each other and to dispense with casual introductory tactics. In true dating fashion, the guys surprised the ladies with romantic staples that include one red rose and a box of chocolates.

Carina meets Kurt...

Carina meets Kurt...

...and Benedict meets Monique

...and Benedict meets Monique


After the rendezvous, the daters were transported to Okura Fusion Japanese Restaurant in Jupiter St., Makati City. Restaurant owner Mr. Jay Ha was on hand to personally greet everyone. Extra appreciation goes out to Mr. Ha for making sure that the daters had a memorable dining experience.

Off to Fusion

Off to Fusion

Okura Fusion in Jupiter St.

Okura Fusion in Jupiter St.


For lunch, the daters relished an exquisite buffet meticulously prepared by the restaurant staff. The daters selected from a colorful array of Japanese traditional cuisine and inventive dishes that fuses different tastes and textures. From Asian-style kebabs to sumptuous sushi, the restaurant’s lunch time buffet has everything to please everyone–from the most seasoned gastronome to anyone simply looking for a straight-up, satisfying meal.

Raiding the buffet

Raiding the buffet

Great food in good company

Great food in good company



Mr. Ha demonstrated his generosity by offering the daters a bottle of red wine. The daters accepted graciously. It was the perfect complement to an excellent meal.

The gracious host and his guests

The gracious host and his guests

Finding an angle

Finding an angle

After lunch, the entourage proceeded in taking photos of the daters together with the wait staff. They then exchanged farewells and the daters left Okura Fusion with bellies full and cheerful smiles that can only be inspired by unforgettable food.

The lovely guests and the genial staff

The lovely guests and the genial staff

Mr. Jay Ha and the daters

Mr. Jay Ha and the daters

The daters then headed to Market, Market for a bout of LazerXtreme–a fun and exciting way to burn calories. It was also a charming ruse for the guys to play the hero. Alas, the daters were squared-off with toddlers for 20 minutes of lazer tag action therefore eliminating the damsel in distress angle and replacing it with “don’t step on the kindergarten” heroics.

LazerXtreme, here we come!

LazerXtreme, here we come!

Ready to zap and get zapped

Ready to zap and get zapped

Twenty minutes later, the daters stepped out of the battle chamber happy and proud of their scorecards. Kurt performed particularly well landing number two on the kill count. Carina, on the other hand, just slightly missed hitting rock bottom. She went “hip-hop gangsta” for ten minutes and held the lazer with just one hand which, in effect, made her fire lazer blanks. The lazer gun has to be held with two hands to fire.

Benedict also managed to get a respectable score. He had a hard time shooting moving targets who were below his waistline. Monique on the other hand had a hard time avoiding them. She collided with one and was later on bullied from a higher platform by ten-year olds.

Date memorabilia: Scorecards!

Date memorabilia: Scorecards!

Refreshed but in need of refreshments

Refreshed but in need of refreshments


After intense lazer tag action, the daters had refreshments in a nearby coffee shop.  They recalled the highlights of the date and then proceeded in exchanging mobile numbers.  They found the food and the Okura Fusion atmosphere particularly delightful.  They said they had a blast in LazerXtreme and went on further by saying that a revisit is definitely in order.  Hopefully, with a gang of slightly taller competitors.

“We had fun and we thank Auction.ph for this experience,” said Benedict. “We really didn’t know what to expect but we all got along. It was such a relief!” added Monique. Kurt and Carina were also both thankful for the experience and confessed that it was one of the most comfortable dates they ever had.

Big smiles also served

Big smiles also served

Sequel?

Sequel?


So what lies ahead for our daters? It’s really none of our business. But the thing is, we’ve done our part and the rest is now up to them.

Carina

Carina

Kurt

Kurt


Monique

Monique

Benedict

Benedict

Auction.ph would like to thank the Auctionistas, Monique Lim and Kurt Fernandez, the winners, Benedict Qua and Carina Traballo, Ms. Christine Travina and the staff of Krispy Kreme, Greenhills, the official photographer Mr. Norman Gorecho and Mr. Jay Ha and the staff of Okura Fusion Japanese Restaurant for their support and cooperation.

Check out more amazing photos of the date by Norman Gorecho here.



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Missed Education

I recently shifted my reading preference from fiction to non-fiction in a futile effort to increase my understanding of how our world operates. To shift from placebo to pabulum is penance for going through college drunk and disengaged.

I finished reading “Outliers” by Malcolm Gladwell and it tells the real story behind success. It was immensely provocative but I was hoping to find the panacea that should help me rise from mediocrity. As it turns out, the reason I’m not as successful as I want to be has a lot to do with my genealogy and my ethnicity’s cultural mores. And, it also has something to do about being in the wrong place in history. Just like what Tyler said in Fight Club, “We are the middle children of history…we have no great war, no great depression…our great war is with ourselves, our great depression, our lives…” Yikes.

Needless to say, the book was like a rug pulled under my hopes and dreams. But it was nothing an endorphin blast couldn’t cure. Nihilism and fatalism don’t stand a chance against an early morning run.

So I decided to pick up another book which should sound ridiculous especially for Bugs Bunny (or Elmer Fudd?). The book is “The World Is Flat” by Thomas Friedman. The book is more than 600 pages long and I am barely through page 330 after more than five weeks of sporadic reading sessions. Don’t get me wrong. It’s not a bad read at all. I’m just taking everything in because it may prove to be useful maybe 15 – 20 years down the road. Given our country’s charming backwardness, whatever I may learn should be automatically rendered ludicrous and way ahead of Filipino time. (Filipino time should be redefined from lateness to time that is stuck in concrete.)

That being said, I now sense that a career in soothsaying using only the Discovery Channel as a crystal ball and back issues of Wired Magazine as tarot cards entirely plausible. But only in the Philippines.

In the book the “World Is Flat,” a chapter entitled the Quiet Crisis takes a closer look at the state of education in the United States in relation to other countries emerging in a flattening world. In the US, there is a steady decline in the number of graduates in science and engineering. Inversely, there is an increase in job opportunities for science, math and engineering graduates because of the Internet’s second wind and advances in Information Technology. In a flat world where everything is being digitized, automated, outsourced, the need for brain power is progressively expanding. And this expansion is breaking down barriers and crossing geographic walls.

In US universities, the book also pointed out that there is a steady increase in science and engineering enrollees from other countries. Countries like India and China, two countries aggressively taking advantage of a leveled global playing field.

Here is what I think: technology has the power to discover new needs which spawn new technologies. It is a never ending virtuous cycle that will need more people to keep it going.

And where do we stand in this virtuous cycle? Unfortunately, we’re standing outside lining up for Pinoy Big Brother or playing basketball as a 5’7” center.

If we become a race of pampered celebrities and diminutive hard court heroes, can we find someone or something to blame? And can we compete with cheesy acting and fancy dribbling in a flattened, digitized, algorithm-obsessed world? You don’t have to be a soothsayer to be able to answer that question.

In the book, it says that IQ is not enough. What kids need to be successful in school are PQ and CQ—a passion quotient and a curiosity quotient. I will get back to that in a little bit.

In “Outliers,” it explains why the Chinese and the Koreans are statistically better in math compared to the rest of the European Hindu-Arabic oriented world. In China, for instance, converting numbers to words is much more logical compared with the European symbols. Chinese kids can actually do arithmetic using the words because it translates tightly into the numbers and vice-versa. Bottom line, Chinese kids tend to enjoy arithmetic more because it makes sense to them.

When I was a kid, I had a hard time grasping math and I consequently hated it. But I understood TV and enjoyed watching it. Go figure. You won’t need algebra to crack that equation.

We can’t change our number system but you can modify the environment your kids grow up in. As parents, the environment you create should be able to instill a PQ and a CQ that would help them thrive in a flat world. I don’t have a formula yet for this but a good start would be observing your kids and turning off the television.

And yes, our educational system will have to undergo some adjustments. It would be a shame to see intellectual nurturing go for naught because of an imperfect curriculum and underqualified educators. In some schools in Metro Manila, administrators are more concerned in leaving “tangible” legacies that cost millions of pesos to build. Meanwhile, the teachers are tripping on subject-verb agreements and the students are imbibing these costly mistakes.

A friend told me an interesting story about her Statistics class which is a pre-requisite for a Master’s Degree. She was sort of an anomaly in that class because she was the only English teacher in a class full of Accounting graduates. In quizzes, surprisingly, she always scores the highest with only 2-3 incorrect answers while the rest of the class barely makes the grade. A typical item would give parameters like, “Student A is ranked in the 80th percentile of the entire class. Choose the statement that holds true.” Options will include “Student A gets 80% of test questions correct…Student A is an above average student…etc.” Most of her classmates will get this question wrong.

Apologies if the sample above doesn’t make sense. I couldn’t remember the exact question and the list of options but the point I am trying to drive home is that success in school relies heavily on one’s ability to comprehend. The fact is: we have a lot of degree holders struggling with something as crucial as comprehension. And some of these degree holders will be teaching your kids.

The “Word Is Flat” also defined the three shifts in globalization. Globalization 1.0 is countries going global, 2.0 is corporations going global and 3.0 is individuals going global. We are in Globalization 3.0. When you think about it, this could be the big break that we need. This is our chance to compete in a leveled playing field. But if our educational system fails to make individuals globally competitive, we might miss out on this trend. Like we did on the first two.  Yikes.

As always, I try to quell the onset of hopelessness with an adrenaline rush. I remember going out for an early morning jog and passing by a small group of joggers taking a break from their early morning workout. They were marveling at a gray, larger-than-life size statue of a moose. It was 6.00am in the morning and their well-rested, properly stimulated brains were engaged in an “erudite” debate. I overheard one girl arguing that it was a statue of a cow that grew magical antlers instead of normal horns. Another guy proudly contested. He said it was a moose because he saw the exact same thing on the Discovery Channel.  Wow.

How do we turn off the TV when it does a better job in educating our people?

YIKES. I think jogging won’t cut it anymore. Maybe bungee jumping can do the trick.

Why I am blogging about this? I am not really sure. But if I only enjoyed math, maybe I would be able to draw the algorithm for a killer recommendation engine or a price finder/comparison engine that should help propel our website to global competitiveness.

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The Fad Factory

Over 17 million of the tetralogy in print and box office sales swiftly passing USD70M worldwide, Twilight is the dawning of a new fad. My sister invited me to a special screening of the movie and I was actually interested in seeing it although mildly. My agenda was more “academic” than the need to be swooned. I was hoping to be in the thick of hysteria and find clues that can help me dissect the hoopla. It was puzzling how a concept that rings like a rehash can cause such fervor.

Unfortunately, due to an emergency at work, I missed the screening. My sister said it hardly qualified as a misfortune. She said I only missed, quite fortunately, sitting on a monobloc chair and straining to hear the dialogue over ear-splitting shrieks and a chorus of coeds reciting the lines along with the actors on the screen. In that respect, I actually missed a lot.

I’m sure you know the movie and the storyline. Supernaturally gorgeous vampire falls in love with someone extraordinarily plebian. Not sure if I am on the dot though, it’s just an assumption based on the casting.

I find, after profound musings invigorated by insanely cold showers, that the reason why it works is the same reason why I found it only mildly interesting in the first place. It works because it is not original. It polishes and modernizes recurring themes that are universal and relevant. Themes that pique at our primordial desires. Like the desire for romance, the need to belong and all that mushy stuff the male of the species keep trapped in toilet humor and aggressive sports.

It was a rather disappointing discovery. But the fact that it is a recurring theme is only half of a more interesting story. The second half and the other reason why Twilight worked: high school girls. Forget the messy tween demographic. We should zero in on the guileless agent provocateurs, the girls in uniform.

My sister teaches English and Research in one of the more reputable all girl high schools in Metro Manila. I usually ask her what high school kids are in to these days. Online, it’s Friendster and MySpace and other SNS sites. Entertainment, it’s Naruto, High School Musical and Twilight. Fashion, it’s Chuck Taylors and flip-flops.

I found the attraction to Naruto intriguing. I have been hearing about the manga but I only recently started watching it. I’m on episode 5 now and I can’t get enough of it. Naruto is a mischievous teen ninja struggling to gain the respect and recognition from his peers and the rest of the community. I watched the first episode and I can’t help filtering allusions from Harry Potter. Naruto and Harry Potter are both orphans. Their misadventures revolve around the fact that they are enrolled in highly-specialized schools. And the parallelisms go deeper. I haven’t seen Twilight yet, but I’m sure that ten minutes into the movie, the same recurring themes will come to fore.

In a Twilight feature on a recent issue of Time Magazine, Rebecca Winters Keegan wrote “it’s not just the size of a fan base that matters but the degree of its ardor.” When you consider high school girls and their choice of entertainment, it seems that their motivations are not driven by outside coercion but are rather self-propelled. Naturally, they can relate to themes that are relevant to their set of experiences. More often than not, they don’t simply buy into such themes and concepts, they embrace it. Dearly.

The high school environment is a suitable incubator for soon-to-become fads. In a high school setting, you have cliques representing market groupings. You have connectors, the high school students with the ability to crossover cliques. You have your mavens who read magazines, consume a lot of media and possibly have relatives living abroad. And then you have influencers. The most important element of the high school microcosm is that the influencer is the environment itself. What starts as a statement by an individual can easily become the statement of the collective. And it’s because of the one thing we all went through: peer pressure. In high school, as the search for identity reaches a point of volatility, peer pressure works like a charm.

And word spreads rapidly for high school girls because they are very active communicators and the technology is available for mass broadcast.  Technology turned high school girls into efficient hype machines.

The power of high school girls in catapulting trends into pop culture icons is already recognized in Japan. In Japan, the Harajuku district is a retail sector that is unabashedly schoolgirl-centric. You can find Sample Labs in the said district. Sample Labs is a salon where women aged 15 and above gain access to free merchandise. All they have to do is pay a minimal registration fee and take the time to answer surveys.

Alas, I am again left without a book to read. My sister has brought home the first two volumes of Twilight and I was surprised to see her actually reading it. She gave some lame excuse about it being “academic.” I read the back cover that said “I was unconditionally and irrevocably in love with him.” I decided to put off reading the book for now only because it contains the word I am hopelessly trying to avoid. (I usually reserve “irrevocable” for letters of resignation.)

Still, the fact remains inescapable. If you want to skyrocket a brand name into iconic status, you have to get in touch with your inner schoolgirl. (That sounds perverse.) Because when you save the cheerleader, you can save the world. Or, to a lesser degree, when you persuade her, you can make tons of money.

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Brand: Website

I opened my Friendster today and found a Nike wallpaper on what used to be clean white space. Last weekend, I joined a contingent of bloggers in a tour of the Marlboro plant. Unilever has been quite active (and interactive) marketing their brands online which include a Rexona Friendster app and Axe viral videos which should be launched soon. As mentioned in an earlier article, the web 2.0 boom not only unleashed a glut of online services, it also fomented the rise of the Internet as a compelling form of new media. While consumer brands play around with this new media, the worldwide web is also, as a matter of fact, fertile grounds for cultivating a new brand form: the website brand.

Handling a website brand should bear subtle similarities to marketing a media brand. In contrast to consumer brands which serve essentially basic needs, like the need to take a bath or the need to have dry armpits, most website brands provide services. Building a consumer brand is a completely different animal. Comparing the two actually borders on irrationality but the striking differences should crystallize important frameworks. Success of a consumer brand, especially here in the Philippines, is all about leaving a footprint in the collective consciousness and sub-consciousness of the masses. More and more, buying behavior for basic commodities is becoming a function of mental reflex rather than deliberate decision-making.

The website brand, fortunately and unfortunately, falls outside the paradigm of consumer brand building. Fortunately, because it doesn’t require a lot of money, and unfortunately, because success is largely dependent on timing.

The most successful website brands in history had its humble beginnings by passively, or to an extent, even privately, providing a unique service. Yahoo offered free emails. Napster programmed an online music sharing service intended originally for friends. Facebook started as a community site for Ivy League students.

The landscape has long changed since. With the promise of profit potential in the Internet, website branding is steadily becoming a marketing ballgame. While competing website brands expend budgets on gaining mindshare and traffic, the market, however, is yet to change its mindset as far as websites are concerned. For the website brand markets, it’s hardly about brand image but largely about brand service. For them it’s not yet about what you can offer but who offered it first.

For website brands, timing can spell the difference between success and failure. The general masses, mostly uninitiated in the myriad facets of the Internet, still rely on top of mind as far as basic Internet services are concerned. Top of mind was established not by extravagant marketing campaigns but by timing. And for the first wave of website brands, their timing was impeccable, launching it right after the web 2.0 big bang. It was the perfect milieu for the introduction of online services. Pioneering website brands logically became first in mind which translated somehow into capturing top of mind. They retained top of mind by maintaining and improving the quality of their core services which by the way, still remain mostly free.

For website brands who rode the second wave, it is going to be extremely difficult to snatch a portion of mindshare. Most website brands nowadays are reiterations of the basic services made available after the web 2.0 boom. Facebook, in a way, was successful in snatching a lion’s share of the market in spite of its derivative nature. Before Facebook, there were other community sites enjoying tremendous global success. In 2005, MySpace was ranked number 7 overall, the only SNS site landing a spot in the top ten. Three years later, MySpace moves up a notch to number 6 followed closely by Facebook at number 7.

How did a late derivative suddenly become a major threat in seizing SNS supremacy?

The Internet Trend Report published by Morgan Stanley points out that the reason why Facebook is gaining on MySpace is because “(it) offers a social network that is both standardized + self-controlled/flexible – a highly personalized first-stop portal for online connectivity – users can program their pages with a growing number of drag-and-drop applications.”

In the Philippines, users acclimated to Friendster would find Facebook’s high learning curve a tad needless. More Internet savvy users, on the other hand, found Facebook applications as exciting new features which Friendster has been lacking all this time. If Facebook continues to add sticky apps through open API, while Friendster in the Philippines may find its membership base more or less secure, it might find its traffic slipping further downwards.

In a marketing digest about consumer trends in 2007, one of the trends cited was the need to go ‘hyperlocal.’ As stated earlier, Facebook started as a community site for Ivy League students. What started with two-thirds of Harvard students in 2004 exploded to 19 million registered users three years later. Considering the website’s origins, the Ivy League community should be generally conducive for a “tipping point” phenomenon.

In many ways, going hyperlocal has worked for a handful of website brands. In Russia, Yandex is more popular than Google. In Korea, Naver outranks Yahoo. The phenomenon is common in countries with advanced Internet experience and stronger cultural backgrounds. More than the language barrier, local websites have a better understanding of local culture which is possibly why they have more appeal. That understanding is reflected on the website’s look and feel, on how it generally operates, and how it fits the unique Internet needs and demands of a specific ethnicity.

Building a website brand is still a relatively new discipline. Some local website brands became successful in terms of traffic and online reputation by sheer personality. For some local websites, it wasn’t about the profit potential at first but it was, at least in my opinion, for altruistic intentions. It may be changing now but the basic foundation of having a clear mission still hold. Google, for instance, remain focused and unwavering to their goal– “to organize the world’s information and make it accessible”—something like that. In the pursuit of that single, straightforward mission statement is a clever revenue-generating mechanism.

Right now, building a website brand is not about getting global traffic but affirming local loyalty. Building a website brand is not yet about profitability but more about personalization and personality.

Views expressed in this post are opinions of the writer. Please feel free to post a comment if you wish to express your own opinions.

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