An updated logo for Levi’s Jeans

OK, so I like logos. Anyone who’s read this blog over the years knows that.

But beyond the art of it, to which I am drawn, there should also be some real thought put into a logo’s place in the complete branding of a product or service and some sound reasoning behind the change.

Often times when companies change their logo or publicly address their branding, they issue fluffy, non-sensical press releases usually written by their design agency team who have drunk their own Kool-Aid based on the content of their reasons for making the branding change (hint: the real but never stated reasons are usually about low sales, change in management or a self-inflicted catastrophe). They also craft cool videos (for which many times I am a sucker ) telling the story of the logo’s development.

In this case, Levi’s Jeans (to whom I have been a pretty loyal customer) really kinda came clean on their logo missteps over the years and laid out a very simple, straight forward case for the new branding going forward. I’m not sure there is any business category where branding is more important than clothing (maybe alcohol or perfume).

But I think when any business is thinking about how to explain the graphic part of their branding, this video shares a pretty thoughtful base upon which you might start a discussion about your own branding.

Otherwise just enjoy the pretty pictures.

Tags: advertising, branding, logo design, marketing, video by peter k. o'connell, your friendly, neighborhood voice-over talent
1 Comment »

Legendary NBC Announcer Don Pardo

It’s unfortunate that two successive blog posts are remembrances of the dead. First Robin Williams and now legendary NBC announcer Don Pardo.

But the emotions for me surrounding the news regarding these two talented people could not be more different.

Of course when I woke up to the news this morning about Don’s death, I was startled but not shocked. For some reason (maybe I’m a long distance, harmless stalker who is just not that good at this stalking gig) I knew of Don’s age and that he had long been pre-recording his SNL intros. He was 96 years old when he died.

It’s a loss to be sure but that’s a great life run.

And he was STILL WORKING! I remember thinking at the beginning of each recent SNL season “how long can Don keeping doing this?” I got my answer: to the very end.

Awesome.

And kudos to Lorne Michaels for ensuring that as long as Don wanted the job, he had the job.

Yes, I’ve already been asked who I think they’d get to replace Don as the SNL announcer. I don’t know but I’m pretty sure the new person will be shaking in their boots for about a season and a half before feeling comfortable taking over for a voice-over legend.

“Legend”, you say? Oh yes, let me expound.

So let’s go back to early this morning. I learned the news of Don Pardo’s death by listening to an AM news radio station in Buffalo, NY. Not via their network feed, the local announcers read the news of Pardo’s passing.

Digest that for a second.

The local news radio station read a story about the death of an off-camera network announcer.

To be clear, I would not consider today to be a slow news day.

That told me one or two amazing things before I even got out of bed – this was going to be Don Pardo’s national day of respect and possibly a day of respect for the announcing / voice-over industry itself.

I was filled with joy, a much different emotion than I felt last week at this time.

As the day has progressed, I have seen my assumption become fact. I am so happy for Don right now and for everyone in our business. Everybody knows who Don Pardo is – and they should!!!!

He’s been a multi-generational announcer and been an active broadcaster throughout some of the most amazing transitions in broadcasting. Forget SNL for a second, Pardo was the booth announcer at WNBC in New York who broke the news about Kennedy having been shot in Dallas. Wow.

If you’ve never seen the series featuring an interview with Don at emmytvlegends.org (here’s that stalker thing again) there are some great stories from Don about his work in broadcasting. I’m hoping the YouTube views on that puppy skyrocket in the weeks and months ahead.

So today, I will pray for Don’s family and that they experience God’s healing power as they mourn Don’s loss. But I will also smile and enjoy for him (and us) the national tributes Don Pardo is justifiably receiving for his life’s work.

There are two great voice-over Dons in heaven now and I suppose both will have to either audition for the “voice of God” role or just split the week between them.

P.S.

The day after posting this I received notice of the tribute done last night to Don Pardo by NBC Nightly News Anchor and Managing Editor Brian Williams, who went so far to switch studios during the newscast and deliver the final segment of his broadcast from Studio 8H. Just one word to the Anchor and his co-workers: Classy. See for yourself.

Tags: announcers, NBC Television Network, requiescat in pace, video, voice talent, voiceover by peter k. o'connell, your friendly, neighborhood voice-over talent
Comments Off on Requiescat in Pace Don Pardo

MADISON, WI, December 26, 2013 – – With their world headquarters in Lyon, France and subsidiaries in the U.S., Canada, the U.K., Germany, Belgium, Spain, Italy, Australia, Singapore and Malaysia, Esker had a world-wide banquet table of voice talents to pick from when it was producing the narration for the company’s new “Quit Paper” marketing video. The document process automation solutions company’s video theme offered a simple message that required a friendly, engaging storyteller as its narrator. Esker chose veteran voice-over talent Peter K. O’Connell.

Many companies desire to innovate but successfully managing operational changes within corporate structures can be a significant hurdle. Esker’s “Quit Paper” marketing video provides a streamlined explanation of how Esker’s leadership position in document process automation easily helps organizations around the world automate their manual business processes with a suite of on-demand and on-premises solutions.

Here’s a look at the Esker “Quit Paper” marketing video:

Based on the success their “Quit Paper” marketing video, Esker has secured Peter K. O’Connell as the narration voice talent for a series of Esker marketing and explainer videos now in production.

About Esker
Esker is a worldwide leader in document process automation solutions. Addressing all types of business processes, from accounts payable and accounts receivable to order processing and procurement, Esker cloud computing solutions enable companies to automate the reception, processing and sending of any business document with one platform. Esker helps over 80,000 companies across the world to reduce the use of paper and eliminate manual processes while improving their productivity, efficiency and environmental impact.

About Peter K. O’Connell
America’s Friendly, Neighborhood Voice-Over Talent, Peter K. O’Connell, has worked with a wide variety of companies from around the world in addition to this most recent production for Esker. Some of Peter’s clients include PBS (Public Broadcasting Service), Shell Oil, Pitney Bowes, Bacardi Rum, Highlights HIGH FIVE Magazine, Deloitte Canada, Zaycon Foods, U.S. Army, Starz Cable Channel, BlueCross BlueShield, SunSetter Awnings, Time Warner Cable, New Jersey Tourism, First Financial Bank, N.A., Harlequin Enterprises, The Buffalo News, and Darien Lake Theme Park.

Described as a natural born storyteller, Peter K. O’Connell’s voice-over productions have been heard globally in radio and TV commercials, medical narrations, television infomercials, political commercial voice-overs, TV network promos, e-learning narration projects (computer-based training, internet-based training and web-based training), PSA’s, message on-hold as well as other video and media productions. Peter owns audio’connell Voice-Over Talent, a division of O’Connell Communications, LLC.

– 30 –

NOTES TO EDITORS

Company Media Releases ON LINE:
http://www.audioconnell.com/media

Company Name Pronunciation:
au·dio·o’·con·nell (awe-de-oh-oh-kah-nel) or au·di-o’·con·nell (awe-de-oh-kah-nel)

Company Name Spelling:
Use lower case letters- audio’connell or audio’connell Voice-Over Talent

Company Web:
http://www.audioconnell.com

Company Blog:
http://www.voxmarketising.com

O’Connell Voice-Over Resume:
See resume here

Tags: media releases, video by peter k. o'connell, your friendly, neighborhood voice-over talent
1 Comment »

It has been said: “For those who understand, no answer is necessary. For those who do not understand, no answer will suffice.”

Every year I still enjoy this wonderful piece of TV and I hope you do too. Please share this post with your social media voice-over friends!

Happy Thanksgiving!

Tags: commentary, radio, silliness, tv, video by peter k. o'connell, your friendly, neighborhood voice-over talent
1 Comment »

SPOKANE VALLEY, WA, October 1, 2013 – – Despite their simple and consumer friendly business model, Zaycon Foods knew that some habitual retail consumers would still need their unique service (bringing farm fresh meats direct to consumers at wholesale prices) described in a bit more detail.

Zaycon decided to craft an explainer video that would creatively combine graphics, pictures and narration to briefly and definitively tell their service’s story. The key to the video’s success would be to match Zaycon’s creative visuals and clever script with the right friendly, comfortable voice. Choosing Peter K. O’Connell as their friendly, everyman narrator, Zaycon Foods has crafted a popular web-based video production that has succinctly and successfully told their story to a national audience via social media.

Here’s the Zaycon Foods explainer video:

Based on the success and style of the explainer video, Zaycon Foods later secured O’Connell as their brand’s voice for a national TV network commercial, which will be seen across the United States.

About Zaycon Foods
Zaycon Foods is a privately owned company based in Spokane, Washington. The company was founded in 2009 with the goal of bringing fresh foods directly to customers at wholesale prices. Zaycon Foods combines the buying power of many families, so they can negotiate huge savings on high-quality foods, and they pass the savings on to consumers.

About Peter K. O’Connell
In addition to this most recent narration production for Zaycon Foods, Peter K. O’Connell’s professional voice-over credits include regional, national and international voice-over productions for companies such as PBS (Public Broadcasting Service), Shell Oil, Pitney Bowes, Bacardi Rum, Highlights HIGH FIVE Magazine, Deloitte Canada, U.S. Army, Starz Cable Channel, BlueCross BlueShield, SunSetter Awnings, Time Warner Cable, New Jersey Tourism, First Financial Bank, N.A., Harlequin Enterprises, The Buffalo News, and Darien Lake Theme Park.

Described as a natural born storyteller, O’Connell’s voice-over productions have been heard around the world in radio and TV commercials, medical narrations, television infomercials, political commercial voice-overs, TV network promos, e-learning narration projects (computer-based training, internet-based training and web-based training), PSA’s, message on-hold as well as other video and media productions.

Known as America’s Friendly, Neighborhood Voice-Over Talent, Peter K. O’Connell owns audio’connell Voice-Over Talent and International Voice Talents, both are divisions of O’Connell Communications, LLC.
– 30 –

NOTES TO EDITORS

Company Media Releases ON LINE:
http://www.audioconnell.com/media

Company Name Pronunciation:
au·dio·o’·con·nell (awe-de-oh-oh-kah-nel) or au·di-o’·con·nell (awe-de-oh-kah-nel)

Company Name Spelling:
Use lower case letters- audio’connell or audio’connell Voice-Over Talent

Company Web:
http://www.audioconnell.com

Company Blog:
http://www.voxmarketising.com

O’Connell Voice-Over Resume:
See resume here

Tags: media releases, video by peter k. o'connell, your friendly, neighborhood voice-over talent
Comments Off on MEDIA RELEASE – Zaycon Foods Chooses O’Connell for Fresh National TV Commercial

For those who don’t know, explainer videos (also sometimes called video demos) are usually 1-3 minute videos that creatively tell the story of a product or service or even a story. There are many kinds…here’s an example of an explainer video I narrated for a DVD series which presented information about the Catholic Catechism in a friendly and creative way.

There are tons of talented production companies churning out amazing stories for products and services of all kinds. It’s an entertaining way of engaging a consumer.

Well, it’s supposed to be entertaining.

Problem is, just like in almost every facet of business, there are businesses out there who try and take crazy and short-sighted shortcuts on things like explainer videos with cheesy graphics and homegrown narration.

Yup, business owners narrate these videos themselves or have some family member narrate their explainer video, further diluting the possibility of any one watching the video past the first 10 seconds. It’s like watching a train wreck.

So here are my unsolicited tips for a valuable explainer video.

First, on an explainer video – visuals are the key…if they aren’t awesome, your production is in trouble. Visuals are job one.

Second, you don’t absolutely need a voice talent for a successful explainer video…but your visuals better tell a very, very, very good story…and you should look into a custom music bed too if you’re not going to use a voice talent.

Third, and I know I appear biased but I’ll take the risk, don’t do the narration for your explainer video in-house. Hire a voice-over professional (there are only a few thousand out there…see, I’m not just hawking my wares).

Great visuals and a great story teller will make your explainer video engaging and memorable. And that there’s the whole ballgame.

Tags: animation, commentary, explainer videos, narrations, video by peter k. o'connell, your friendly, neighborhood voice-over talent
Comments Off on voice-over puts the “explain” in explainer videos