BRAND sense
(Click graphic on the right to view te McCartney NetSpot® Campaign)

Sensory Branding
By Martin Lindstrom author of BRAND sense
(visit www.BRANDsense.com for more)

The largest branding conference in history!

In March 2005 the largest branding conference in history will begin, taking the revolutionary findings from the BRAND sense study to 51 cities, across 31 countries.

Click here for ticket information
"Advertising ain’t what it used to be. Let’s face it. By the time the American consumer reaches the ripe old age of 65, they have been exposed to two million television commercials. This means that they’ve spent and equivalent of eight hours each day, seven days a week, watching commercials without a break for close to six years!

Helping to eliminate clutter, devices like TiVo are being rapidly adopted in the marketplace. TiVo is designed to record television programs without the ads. By 2007 it’s predicted that 20 percent of consumers will be eliminating ads from their television screens. There is every indication that the assured world of media and advertising is no longer predictable. Anything but.

It’s time to rethink the entire process. Snappier graphics, faster editing, more convincing testimonials or bigger and better discounts will no longer do it. And to be perfectly frank, the most attractive special offers are not likely to hold water. Something new is required.

The biggest branding revolution in 40 years is about to happen. Martin Lindstrom has written a groundbreaking new book based on the worlds largest brand research study ever conducted on our five senses, exploring the effects of leveraging all five of the senses- touch, taste, smell, sight and sound when building brands. It's called BRAND sense. CEOs of McDonald's, Mattel, and Disney, have praised it. Philip Kotler has declared this book contains "mandatory knowledge for every marketer"
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Ruth and Chris Birch of NSWRU		Fanz in the Standz
who is also a director of McCartney PTY Ltd, celebrating at HDC		If you missed it, be there next year!

NetLoopz®

From our own custom music library we are happy to announce that the first edition of NetLoopz has been completed. NetLoopz are musical scores and environments as well as broadcast quality special effects in 10 / 15 / 30 sec. format that go well with your digital, multimedia and broadcast presentations. Volume #1 is finished and we are putting last touches on Volume #2

Coming in April 2005.

Sign up today at NetLoopz.com for launch notification.

Hi, we are friends of Ruth and Martin and I decided to share some recipes with Ruth as she is such a good cook and I am trying much harder to become better.
So here we go!

We have a small garden on our horse stable property. So we decided to grow a vegetable garden. Because of this we found that vegetables unlike the grocery market come in large quantities and all of the same kind at the same time. So we get lots and lots of ONE THING. This month we had Sweet Potatoes. I am not a great fan of this particular root vegetable but my husband John (Cleese) or "Jack" to me, loves them. But even he, after having had them every evening for 10 days will say, “ I really, really, do not want to see another sweet potato.” This is when I turn to, what in cooks' terms is called "creative cooking". I'm about to share this creation with you and if you don't like it, please just keep it to yourself and think maybe she will do better next time. Or better yet, give me some new ideas. I love them and would appreciate all the help I can get.
Alyce Faye-Cleese

SWEET POTATO SOUP – THAI STYLE
4 Tablespoons unsalted butter
8 Large shallots or 2 large red onions
1 1/2 lbs. of sweet potatoes.
One medium fresh ginger root
6 gloves of fresh garlic
1 quart of chicken stock
Salt and Pepper to taste
1 tin of coconut milk – 8 to 12 oz.
Fresh parsley or coriander
METHOD:
Sauté the onions or shallots in the butter until Clear and a bit caramelized. Cook peeled sweet potatoes in 4 cups of water with fresh ginger, garlic gloves and one half onion or 2 peeled shallots. I used a lot of fresh ginger two knobs and 3 gloves but you may choose to make this less. Simmer until the potatoes are tender. Strain the liquid and save. Then puree the potatoes in a magic mix along with strained liquid using as just enough to keep the mixture liquid and somewhat thin. While the potatoes are cooking you may sauté the rest of the onions. Then add more grated fresh ginger and at least 4 gloves of garlic. Add these to the mixture you are pureeing. Return all of this to the original pot and add chicken stock until of a consistency which you desire for soup. I like mine a bit thick but you may choose to make it thinner. Add one tin of coconut milk, salt and pepper. Serve immediately with parsley, coriander, or Thai Basil on top.

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Comments, contributions or ideas ? Please email them to: martin@mccartney.com