Humans do not run, they just jog.

Rabbits and Hares do not jog, we run. Surely you never have seen one of us dressed with a technical outfit for running or wearing a sport shoes with cushion and stability properties, shoes that surely will help you to achieve better results. Of course you won't see us running with headphones and a stupid iphone attached to our arms. With all those humans trying to imitate the real runners the fact of running is loosing its tempo. Humans run like ballet dancers and we run to survive. The false truth about a biped runner has damaged the running scene and the humans have been confident with this fact.

Only those who run for a reason, knows about serious running. And for sure we know about it

Be re nice (or be just two times nice)

I’ve not a very clear idea about my Father’s business, but I am sure he usually over promises, lies and tries to get the biggest bit from in every occasion.

Ok this is all right .After all I read The Economist, so if our world temperature’s rises a little bit, who cares if my shares are rising. Climate changes are a matter of survival but who cares?

But let’s go to the point… Father Bunny’s associated producer role in all the mesh he did was crucial to guarantee the success. My sister, Miffu, was with her and the art director, in the plane, in the car…. and in their room.

I must admit that after all she is and princess from orient and she is used to, let’s say an easy going life.

Just look at this picture taken in a Palace where she showed her abilities to go downstairs.

Lord of war (or even worse marketing)

A little bunny needs a lot of love and care… I really acknowledge that I am a little bit posh and demanding with Father & Mother bunny.

This year has started with all the family moving from a nice place to a less nice place and with my Father Bunny revisiting his worst nightmares, and this obviously has had an impact in Chan Family’s home.

Father Bunny has been unbearable past two weeks because he was in charge of some events. He is quite good in this business and his concepts are outstanding but he really hates the – on field work-

In the Guggenheim he and his crew set up everything in one hour, but still his seek for perfection spirit made him sick when some pieces of this performance were far from perfection.

The perfection – as father bunny told me – has a name and this is the DCR- MKR - Wifi bunnies’ team:

Musik , a computer analyst and great VJ, Cyteck and Alethia, new media designers who took care off all the visuals

Albert , the camera, Alejandra and Bere the PR, Joseph, the Producer , Sergi & Fede ,the music directors who created the theme.

But…

Father Bunny hates events because he was in charge of events several years ago when he was involved in a non mature project for a non mature customer, and he quit from there.

But several years after he did it the same mistake: . Barcelona, Madrid, Alicante, Bilbao.

Father Bunny did not want me to go, but my sister Miffu was in two of them. He bought me a nice Prince of Wales hat. He met Mr Berrope, he achieve a great success, but even though he is not in a goof mood.

But “The End is Coming”

It was a wonderful night, sure it was.

Who dares: more than 7 people on scene doing music and video on real time

While in BCN Bread & Butter festival celebrated its first day, we were trying to set up our particular Bread & Butter in Port Olimpic.

It was just a funny coincidence but for twice in a roll Father Bunny was unable to be there. He fought hard to get the pass and he paid the tax!

More than eleven people were there in a very nice place with outstanding views of Barcelona’s beach. It was the culmination of several weeks of hard work.

And we succeed as never before in this industry.

I would like to thank all the people who made this possible:

Cyteck, who was able to coordinate all the mess Father Bunny and me designed
Alethia, who took nice pictures of the event and took care of art related stuff
DJ John Nadlor, who did an amazing job keeping all the people on the right tempo. Beside he has may be the nicer “nickname” of the team.
Shine and SML, they provided what it can be one of the best live VJ platforms available.

And MuSIK, whose live act with Brain Domination is an outstanding XXI century electronic art classic.

Of course the mkr team did an outstanding job with proper planning, logistics and live act controlling. An special mention goes to Bere and Ale.

Our Cameraman, our photographer, our sound and visual technicians, thanks to all o them.

Next day I was in the B&B but I prefer to control events better than events trying to control me.

It's not only the art, It's a matter of attitude

The 22 Non Mutable Laws of Selling Carrots: # 7 The Ladder

The law is about AVIS and his effort to compite Hertz.
Look how Father Bunny was taking care of out Holden (an Avis car)

The Law of the Ladder tells us that in most market categories (or markets) , there is actually more than one available slot in the mind of the customer and besides that an Hierarchy of Categories that must be observed.

Certainly this law is clearer when you refer to big categories and it dilutes when you deep down the sub categories and niches.

Once again consumer perception and his ability to retain information (sometime his will to retain it) must be observed. Research indicates that humans –unlike bunnies- can only retain three (maximum seven) concepts at the same time.

How many carrot juice brands can you mention?

More important is that –according to them- one must observe his position in the ladder and design a strategy according to this position.

A practical exercise (but a bit complex): Luxury sedans (cars).

Mercedes, BMW, audi (70%) in Europe. No French car maker in the row (Renault, Peugeot, Citröen).

No French car maker has succeeded in placing one of their models in the premium segment. Poor design, poor engineering, lack of tradition? May be.

But sometimes they tried to approach the problem as if they were on top of the ladder and tried to compete directly with German brands.

The 22 Non Mutable Laws of Selling Carrots: # 6 Exclusivity (Pink Bunnies fight)

I must admit that I have the feeling that my assignment was truly unfair. This book is a bestseller in the “art of selling carrots category” but sometimes it looks like a silly – but funny- exercise to get some money. Some people even think that for an obscure reason the authors wanted exactly 22 and they added some scam to the lot.

Law 6 says “Two companies cannot own the same word in the prospect's mind” When a competitor owns a word or position in the prospect's mind, it is futile to attempt to own the same word.

What I like about this chapter is that bunnies take a principal role on it. Duracell and Energizer have fought for the word “long lasting” for decades. I must admit that if you do business in the batteries market this is the only word (at least the best one) to own in the prospects mind.

In more complex markets this is not easy. Sometime there’s no clear leader with a clear positioning and trying to conquer its position could be a nice move.

But who is the idiot in energizer that used the same pink bunny?

Anyways this is just as easy as the old advice “ if you cannot be the best, at least try to be the only one”

The 22 Non Mutable Laws of Selling Carrots: # 5 Focus

Sometimes breaking the law is a good move !

This is one of my favourites, but I really screwed it up a little bit. Focus regarding carrots means “do not put more carrots in your mouth that the amount you can’t actually chew”

What Mr Trucha and partners originally said it was: "The most powerful concept in marketing is owning a word in the prospect's mind".

Easy? Here it is the opinion of Alain Duffou - Alain is an executive who works for one big French company – I love to talk with French people over the phone because his funny and cheerful accent speaking English is unbeatable as their efforts to sell luxury cars.

“I can't help but to think that this book has overly simplified thinking”

I totally agree about that. If you think that managing markets and consumers can be reduced to 22 laws you would need to buy the bestseller “How to win a million dollar in Las Vegas with no effort”

Ehemm… About the law itself. You must conquer a piece of your customers (prospects) minds with a word or concept powerful enough to describe your activity and aim.

Fresher taste ™ is a good choice. I would prefer Miffa’s own ™ (but FB told me I am not a TV star and I have no “share of mind”

The 22 Non Mutable Laws of Selling Carrots: Law 4 Perception

The art of selling carrots is not a battle about carrots themselves, is a battle about the consumer perception of you carrots.

If you want to be into this business: this is the law. (Not "the law" judge Dred was promoting).

It means: “there are no better products than others; it’s just a feeling from the consumer or relatives that told him that A is better than B. Are they working for a certification company? Sure they’re not.

But if the consumer perception is high enough, you will be able to sell rotten carrots as the fresher ones.

PD: This is not a move that we approve, but if you work for Marina D’or or any real state is a nice rule to learn.

Ads or no ads: Consumer behaviour and Cognitive Dissonance

What the hell I am doing here in this Holden if I could be in a mint green Rolls?

Today my assignment was to explain one of the most powerful non mutable laws (for those that emailed me telling that is immutable, I would like to say that I do not care about Al Laughing and Jack “Trucha” book and my laws are “non mutable”)

This is the law of perception. But I will write about it another day.

Today I would really like to share with you one of the most amazing behaviours that I have discovered in humans: Cognitive Dissonance (Disonancia Cognoscitiva in Spanish).

I noticed it for the first time when I bought my first Aston Martin. Prior to make my decision of buying this car I had a decision set (a bunch of cars to choose from) that included a 911. Of course the 911 has not the class and old British heritage (don’t forget I am from HK) but sure the engineering and technology was much better.

I noticed than many Porsche users want a sport car like the 911 but are concerned about the utility of a tiny, two seats, expensive, uncomfortable, too aggressive and attractive. Further when male humans grew up tends to accumulate fat reserves around his floating area that severely impair them to enter inside the cockpit and getting out of the car habitacle.

Porsche made a superb movement when they decided to built the Cayenne jointly with VW. A genuine Porsche with everything a 911 could offer but minimizing the “Have I taken the right decision?” effect.

Many Sport cars buyers and luxury goods buyers suffer from dissonance. This is a term used to describe a mental state of discomfort that one suffers when he or she thinks that evidences that a decision or behaviour is wrong.

There are several ways to cope with. The Miffa’s way: "Vertu or Nokia? No problem. I take both of them, so the dissonance disappears."

Professor bunnies from all over the world study this phenomena since late fifties since dissonance is a sever obstacle to making right decisions in business.

Please little rabbits do take this matter seriously, Dissonance happens!!.

The 22 Non Mutable Laws of Selling Carrots: Law 3 Mind

Did you blog from Egypt Miffa? Way much better that those who blog having beer in crowded bars.

It's not important to be the first in the market but the first in the mind of consumers.

Preamble: After so many attacks we have received after our 22 Non Mutable Laws Series Me and FB have gotten more mad in our aim to complete the whole 22. I will discuss this in another post but bear in mind that FB was a little bit upset about people calling him nasty things.

This law is simple but it may interfere with the first one when you analyze it isolated. Perception is very important (and there’s a law devoted to it) and if you capture the mind of the consumer and he or she really thinks your carrots are the fresher ones there’s nothing a better carrot breeder can do about that.

Exercise one: Please write down

- Which is the first blog published by a litlle bunny you have read?
- In the category of Little bunny blogger which one is your favourite?
- Think bunny. Who is the new bunny sensation?

The 22 Non Mutable Laws of Selling Carrots: Law 2 Category

C'on Miffa you don't need glasses!

WTF! I thought the art of selling carrots was a complicate one, but now I’ve changed my mind. This is just a matter of rabbit sense. So here it’s chapter two: The Category Law

If you can't be first in a category, set up a new category you can be first in.

Given that it's very hard to gain leadership in a category where competition already exists, (you have nothing to do as a blog star or a superhero) it's better to create a product in new category than trying to attack existing categories.

If your supermarket offers you florette salads at a price a fancy restaurant would be able to match, something is wrong, or may be it’s not. They have done their homework and they did create a new category – the ready to make for lazy bastards lettuce - said a tired and really fucked up Father Bunny.

Category doesn't have to be radically different, e.g. if there's dominant player in soda drinks one can become the first to launch energetic drinks

If one can't be the first to produce genetically altered carrots, one can still be the first to do the most bizarre things with them- Said Miffa Chan

The 22 Non Mutable Laws of Selling Carrots: Law 1

Dou you really ask for a Pepsi? you lier

It's better to be the first luxury carrot seller than it is to have the better carrots

Being first in any category or market (luxury carrots) is going to give you some advantage - being the leader comes from being first. It's much easier to get into the mind of carrot lovers first that try to convince them that your carrots are better and they will need to pay and extra.

Improvements are always made to product/service inventions and innovations, but the one who hit the first has a premium advantage. Once you are the leader, a position mostly gained by being first, it is pretty hard for competitors to dislodge you, as long as you keep your products up to date and of comparable quality.

- Bear in mind that this is valid, Miffa, as long as you won’t get mad about cost reduction to have more profits like Ford does using several components in a Jaguar that are the same you find in a Ford Focus. – added Father Bunny

Further, the first in to the market has the opportunity to have its brand name adopted as the generic category name. Once you are first and get the consumers to buy your brand, often they won't bother to switch. People tend to stick with what they've got.

- This could be described as conservative behaviour, but it’s more likely to talk about fear to fail in the right choice . In this case luxury carrots named Miffa will designate them and people will order a Miffa or Miffa's. - added FB again.

Miffa Chan's First Academic Paper

“Being a little bunny is not easy” I have said it a lot of times.

My parents want me to learn several languages (Traditional Chinese, English, Spanish, Catalan, Basque, Galego…), to study both technical and social disciplines in a good business school, may be London School of Economics and Chicago MIT.

But on top of it, they want me to socialize and to be good in team sports. They don’t know that this is not going to be possible. And this is not just a matter of time; it’s a matter of social changes and, again, technology.

Picture -Miffa reading The Wall Street Journal at her Peninsula suite

This is going to be a long story, but here you will find some clues about me, some of them you already now because me or Father Bunny already told you.

This, indeed, is going to be my first bunny academic paper.

Converged Devices, MoSoSo and Web 2.0

Abstract

Miffa Chan explores the new technologies that will have great impact in the way bunnies interact. After the first revolution – Internet – that addressed some issues concerned about how the information is delivered, a new wave is coming: new developments like social software, convergence devices and the new Internet. The new turnaround could change, not only the traditional way in which information is transmitted, but who will produce content. Further it will carve a new kind of social structures that are discussed by Miss Chan.

Next Post: Introduction, or “how the new wave trapped Miffa ”

“Ser una pequeña coneja no es fácil” Lo he dicho muchas veces.

Mis padres quieren que aprenda varios idiomas (chino tradicional, inglés, castellano, catalán, euskera, gallego…) , que estudie una carrera técnica y otra social en una buena escuela de negocios, quizás en la London School of Economics y el MIT.

Pero además de esto, quieren que sea una coneja sociable y que sea buena en los deportes de equipo. No saben que no será posible, no sólo por falta de tiempo. Es algo más profundo y complicado que tiene que ver con cambios sociales y, otra vez con la tecnología.

Es una historia larga, pero en ella encontrareis algunas pistas o claves sobre mí, algunas de ellas ya las sabéis porque Papá Conejo o yo misma os las hemos contado.

Y este, a propósito, será mi primer Conejo “paper” académico.


Dispositivos de convergencia, MoSoSo y Web 2.0

Abstract

Miffa Chan analiza las nuevas tecnologías que tendrán un impacto determinante sobre la forma en la que interaccionan los conejos. Después de una primera revolución – Internet – que se encaminaba hacia alternativas relacionadas con la distribución de la información, una nueva está en camino: nuevos desarrollos como el software social, dispositivos convergentes y el nuevo Internet. Una nueva vuelta de tuerca que puede cambiar, no sólo la manera tradicional en la que la información se transmite, sino quien produce esa información. Más allá de lo anterior puede sentar las bases de nuevas estructuras sociales que analiza la Señorita Chan.

Próximo artículo: Introducción, o “Como la nueva ola atrapo a Miffa”

Rolex Ad by Miffa

I have just stolen "The Economist" one magazine that I really hate but Miffa loves. In the cover a picture of Bill Gates and a nice ad about Roger Federer at the back.

I should think about letting my sweet daughter to find her way out, but I am still sad when I think about her back picture on that magazine.... Why Playbunny did not call to our door?

I do not like chocolate... I prefer leather

Other Bloggers have been invited to take part into several polls ranging from tooth paste to mobile phones.

Old Father Bunny told me that blogging is “cool” and even if their “audience” is limited and obscure, ROI is always positive. Specially CPI ratio.

I really don’t care about that, but I got mad when I read this and that one.

Fortunately yesterday I received a parcel from Vertu and a nice letter fron the CEO:

Dear Miffa,

We have sent you a new phone […] the leather we have
used is a softer version of that used to cover your Aston Martin seats,
provides that everyday use requires softer feeling, but the same quality and
pedigree.

So here’s my review about the new Vertu Signature:

In a very competitive environment, where external signs are visually watched and recognised, on the fly one must be over the rest.

Definitely a good tan, a good figure and – of course- several luxury items will help you to be the super Queen of every situation.

Vertu phones are the most exclusive, more expensive ones available. If you’re thinking about Nokia N series you’re wrong.

No camera, no tech that no one uses, just luxury, materials, exclusivity. ¿Who wants a Casio watch with lot of functions if you can buy a Patek?

Vertu phones use the same leather hat my Aston Martin does, and this is just a guarantee

MTV, Buzz marketing and Aston Martins

After some time reading about them and some further r+d that proved me that this campaign is one of the biggest hits, I made myself some questions...

I have been really concerned about the ability that mega ad agencies have to convince clients to spend several thousand millions in a campaign.

Money + some ideas + scandal can give you the opportunity to succeed.

What it really disturbs me is:

• That lame obsession to render all this kind of shit as “below the line”
• If you go after a lame segment you´ll get nice response (but no €)
• We are more idiot now than a month ago
• Buzz is increasingly being used (but do we really need that
  
  

But all that shit will be under control if the community will be active enough to dilute those actions.

A nice example is found here, I really want to thank those guys for their effort.

Marketing & Metrics

A little, but smart, bunny like me is amazed by a lot of things day after day…

One of them is when I see people paying several times the amount one would pay for an item. Let’s explain this further.

A carrot has several features and benefits that all little and no so little bunnies know: Freshness, sweetness, etc. And so we evaluate the price we would pay for them.

As time goes you know that Honest Bunny Joe has the best carrots and so we buy him most of them.

I wonder why in human world people tend to pay a lot for what it really cost thousand times less, so I asked father bunny.

He said to me that all is related to human condition. They have developed a science to induce and to get profits from this. It’s called marketing

"Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders”.

And beside of this he told me about perceived value, expectatives, experience and many obscene things.

This morning I hear this song on the radio: Choose Life by Underworld

Choose life.
Choose a job.
Choose a career.
Choose a family,
Choose a fucking big television
Choose washing machines, cars,
compact disc players, and electrical tin openers.
Choose good health, low cholesterol
and dental insurance.
Choose fixed-interest mortgage repayments.
Choose a starter home.
Choose your friends.
Choose leisure wear and matching luggage.
Choose a three piece suite on hire purchase
in a range of fucking fabrics.
Choose DIY and wondering who you
are on a Sunday morning.
Choose sitting on that couch watching mind-numbing
sprit-crushing ga me shows
Stuffing fucking junk food into your mouth.
Choose rotting away at the end of it all,
pishing you last in a miserable home
Nothing more than an embarrassment to the selfish,
fucked-up brats
You have spawned to replace yourself.
Choose your future. Choose life.

Christmas is already here, or may be it was already a month ago.

For a little Honk Kongese bunny like me that is not used to Christmas (most of us do not even know about it) is quite exciting to observe some things happening around…

• Streets have much more light since the beginning of November, that’s wonderful but Father Bunny told me Christmas in on late December… ¿?
• I saw on TV that in a land called El Corte Ingles is already Christmas, ¿how could this be possible?
• I am a big fan of a program called “Los Lunnies” some very nice people coming from “Luna Lunera”, normally I watch it every day but last month there are a lot of ads about very expensive toys (all of them are above 30 $)
• In stores you can see plenty old fat men dressed in red (quite old fashion) who say “OOOHHHHOOOHHHO” first time I got so scared that got into Father Bunny jacket.
• Sometimes, very big animals leashed to a big sleigh are also there. They are called reindeers and are from the very north, quite friendly but a little bit scary first time. While waiting in the airport I met one of them. He was very bored and complained that apart from missing home it was quite hot for him. (you can see a picture of us)
• People buy a lot of things during Christmas, food, drinks, paper with a number called lottery… Yes, they pay 30 € at least for it.
• ...

Anyways, I will need more time to get used to it. Thank god we’re going to be outside during Christmas time… But just in case I am going to tell mother bunny if she could order that nice purse to one of those big fatty red men.

Miffa wants a degree in subvertising

A few days ago I heard a conversation within father and uncle bunny about brands. Me, as a little bunny that I am, have no idea about it so I asked both of them about the meaning of this word

Uncle bunny said –“ a brand can be defined as a set of symbols, than can be both visual and phonetic that are associated with a company, product, service…”

Father bunny interrupted him and replied “ yeah, right but do not forget miffa that the important thing behind that is the set of expectations that are built upon that brand”

And uncle bunny added “ there’s no brand without public notoriety so the visual and cognitive function must be present and be strong enough..”

Father replied

“but the latest tendencies showed us that a brand and its set of expectations must destroy the individual conscience to make the people experiment the values exposed by the brand itself”

and then added

“a good brand is like a virus with enough ability to widespread and to mutate as fast as tendencies change”

I could not believe what my little bunny ears were listening to. Brands are like viruses that inoculate into peoples mind and control them. “We need a vaccine” I said very loud.

“Do not worry Miffa, there are some” said father bunny, one of them is SUBVERTISING

Wikipedia says: “Subvertising refers to the practice of making spoofs or parodies of corporate and political advertisements in order to make a statement. This can take the form of a new image, or an alteration to an existing image.”

So, uncle bunny showed me some computer skill with image manipulation and image composition software and I spent almost all this weekend researching this new area of art. SUBVERTISING.

Here you can find noce examples made by other global subveted bunnies:

http://www.adbusters.org/home/

http://www.subvertise.net

http://www.subvertise.nl

Another piece of paper on the subject: