Sending e-mail from using Gmail

This is a quick tutorial on how you can enable Gmail to use more e-mail addresses in your “from” field. Useful for sending mail from your custom e-mail from within Gmail.

First step is to buy a domain name. With most domain registrars you can set up a number of e-mail addresses, either with their own inbox or with that e-mail address linking to another e-mail. Basically you’re saying that all e-mail sent to should go to my normal e-mail inbox ( for example). Once someone linked your mail to your normal inbox you can move on to the next step of setting it up on the other end (sending mail from emails)


using your custom e-mail on another account

Go to Settings-> Settings

shifting your email address to an alternate one

accounts -> add another e-mail address you own howto tutorial on gmail setup

Fill in your name and the new e-mail address you are setting up (

getting fixed for email

Through Gmail is easier to setup so choose this option

screenshot tutorial email setup customized

Verify your e-mail. There should be an e-mail in your inbox asking you to verify it. If you don’t receive an e-mail you should set up your domain to forward it to your inbox better

All set and done. Now when you compose a new e-mail from within Gmail there should be a dropdown menu in your “from” field where you can choose which e-mail to display to the receiver.

Posted in Get inspired and create! Tagged with: , , , , , , , , ,

Devaluing Your Premium Membership – A Case Study on LinkedIn

LinkedIn has over time managed to devalue their brand by selling premium memberships short. Portraying your premium service as spam will not bring customers. A small case study on how LinkedIn fails with their premium membership invites.

A tier level of ‘premium’ implies that the benefits are something of superior quality and only for a selected few. A premium membership should make people feel special since they are not part of the basic members anymore. One goal of a successful premium membership is creating a feeling of exclusivity.

The brand equity of a company is what consumers trigger in their memory when the brand name comes up. In other words it’s the key concepts that you want to trigger in your customer to tie them to your brand instead of others. In the case of the word ‘premium’ it triggers the term exclusive for most people which becomes a problem when it doesn’t match up.

brand equity case study on linkedin fail with premium membershipoffers for premium membership linkedin

As you can see from the above pictures LinkedIn likes reminding their members about their premium membership. By repeating the same offer a few months apart they devalue the perception of their premium membership. It’s far from exclusive and you know that every few months you can have that free month of premium membership if you would like it. Through repitition LinkedIn  has managed to create a link between their premium membership and spammy messages which harshly devalues what they’re trying to promote. The first two messages  got me tempted to see if premium was something for me, now I only see it as spam.

Posted in Branding

Why the Reality Show ‘Mars One’ Will Fail Before Reaching Space

what is Mars One?

‘Mars One’ is a private space project aiming to build a colony on March. The plan is to start settling people on March in ten years, 2023. The main funding would be from selling tv rights.

reality tv show mars one application


2013: A settlement replica built on a harsh environment for training
2014: Preparing supply mission launches + communication satellite.
2015: Selection of austronauts done
2016: First supply ship launched and arrived on Mars
2018: A rover sent to Mars to help explore and set up supplies
2021: Six additional supply ships sent to Mars
2022: Supply basics ready and first 4 austronauts will be launched towards Mars
2023: The first 4 colonists will set foot on Mars. Another five supply ships sent
2025: Another 4 settlers will arrive on Mars

The reality show

Mars One is aimed at becoming the largest reality show the world has ever seen. Plans are to film (and commercialize) everything from the application to the colony on Mars. Every step of the process will be transmitted and in 10 years from now they aim to reach an audience of at least 4 billion viewers. By 2025 they aim to have at least 4 cameras providing a 24/7/365 reality show of everything the colony is doing.

Application process and commercialization

The application will happen in several rounds. The first round, which is more a general interest application, attracted 78.000 people the first two weeks and they expect to attract 500.000 applications by the end of August when applications close. After gallering out the majority the remaining candidates will have to send in a medical statement followed by an interview with Mars One staff.

The third round is when the Mars One project are finished building buzz and following around the world and start making money on tv rights. They plan to launch “national selection rounds” with 20-40 people in each country putting them up to different tests and constant filming. Essentially a multi-national reality show which will be compared to “big brother” and “survivor” once it gets close.

The next round will become an “international final” multiplying viewership and creating national supporters for “their candidates”. The international rivalry will ensure a large audience and support. At the end of the final they aim to employ “six groups of four” (24 austronauts) as full time employees eventually going to Mars.


Mars One estimates that it will cost $6 billion for the project’s first four astronauts to land on Mars but are not clear what this entails claiming they can’t break down the price due to competition problems. They do not go into specifics and it seems like a very low cost for all the preparation, before the astronauts land an estimated 8 space ships will have landed with different supplies according to their plans. Even if $6 billion seems like an immense cost it’s not much for the amount of attention it will attract.

Last year’s Summer Olympics in London turned a profit of about $4 billion through TV broadcast rights and ad revenue.

Or compared to the ~18 billion NASA had in funding for 2012. Or the ~5 billion per year being paid for tv rights for the NFL.

Food and Radiation (Two Main Concerns)

Obviously the Mars One project has a lot of concerns and problems. Producing meat is very water consuming which will force the colony to become Vegans. Still producing the amount of food just to sustain the initial 4 colonists will take a giant space and many resources in the harsh climate of Mars.

Another big concern is the radiation that the colonists will be exposed to which will most likely kill them in the long run, if nothing else does first. During the flight there as well as living on Mars will expose the astronauts to dangerous rays of radiation. To escape they will need to dig themselves several meters below ground which is something the planned budget and material is far from being able to achieve.

A Few Reasons the Project Will Fail

The main income will be from selling tv rights for the various stages of the project. The plans will most certainly attract a record breaking viewership for the most important moments (e.g. landing on Mars). Incomes will be immense but to pull such a project off the costs for preparing, filming, editing, selling etc will be giant as well and require a detailed plan of expansion that I haven’t seen on their website. The main problem with the tv-show will happen after the applications are done and the austronauts have been elected. To create a good reality show you need some extreme people bending rules and expectations from the audience. For the mission to succeed the austronauts need to be serious and determined people focused on their tasks a.k.a. boring people to watch which will kill the viership apart from certain milestone events.

The second reason the Mars One project will fail is because of assumptions. There are many unanswered questions around the project that are assumed to work themselves out over the years. Assuming the project will scale, prices won’t inflate, viewership will persist over at least a decade etc. Dreams breed on assumptions but reality does not.

The third reason the project will fail is crazy people. Such a seclusion over a life-time will surely make at least some of the austronauts go crazy in their confined environment. Crazy people do crazy things such as breaking out to breed the air. A devastation the rest of the colony might not survive from.

Picture: CC-BY-NC-SA, James Vaughan

Posted in cultural patterns Tagged with: , , , , , , , , , , , ,

Twisting Your Perception of Life: Stop Being a Product

Constantly aiming to please our surroundings, by improving ourselves, makes us a product instead of what we ought to be. One of the big questions of life is what will you do with it. What is the reason you are here?

instutionalized forms, play and explore

When growing up you are curious about everything. Running around playing and exploring your surroundings. Chasing a butterfly, playing by the beach, flying a kite and planning adventures. Life is easy and fun without worries.

Forward a few years and you are stuck behind books that bore you in order to be shaped into the institutionalized forms of life; becoming lawyers, doctors, engineers, ugly, rich, fun, etc. We strive so hard to reach these goals that we become robotic in our pursuits of achieving “the perfect life”. Society and pressure from others slowly bog us down, molding us into a desired shape. We are slowly shutting down the connections to our hearts and what makes us happy. We are trying to create something with our life instead of just being.

If you define yourself and the life you live each day as nothing else but a product, then ask yourself this: what is the fate of a product? The answer is: to be used.

If you, like I prefer to do it, define your life as a gift, then ask yourself this: what is the fate and use of a gift? The answer is: to be played and toyed with, to appreciate, to love.

Normally life does not bring many good moments unless you keep an open mind and catch them. It’s those small moments, when you let yourself be, that brings the ecstatic feelings of happiness. Our minds where once free and not shaped to slavery.

Letting society set limits and goals make us all follow a pre-determined path towards “living your life”. View life as it is and find appreciation in the moment. Life is flowing and spontaneous. Stop labeling, defining, rationalizing and dividing everything you see. Let go and enjoy what is around you.

Live life fully.

Instead of being shaped into a product you need to play, run, appreciate, love and explore!


This post was a re-write of the excellent post: Re-define your life’s worth
icture: Commons from flickr

Posted in Rethink Your Concepts

Case Study: The Glenfiddich Brand Change

[A case study written for my brand management class in 2010]

What are the advantages and disadvantages of keeping Glenfiddich’s brand values and of changing it’s brand/product perceptions completely?

whiskey re-branding to keep customers

Glenfiddich earlier got into a position where they had to consider this question and what to do about their brand. Their consumers where getting older and the brand strengths were, paradoxically enough, it’s weaknesses in the brand.

It was too well known to be a malt drinker’s malt and too precious to be a blended drinker’s drink.

By maintaining their brand values they are able to keep all their old loyal customers. Another very important part, especially for a whiskey drink, is to maintain their old values and traditions within their brand. Their brand values are good and only need a minor change to strengthen their position again, not a complete makeover.

If they decided to change the perceptions of it’s product completely they could form it as they wanted and chose a certain segment of the population to cater it to. But this would alienate a lot of their loyal customers and also lower their brand value since they would lose most of the brand equity they built up. Changing their complete image would also be a major cost.

Posted in Branding

Josef Ohlsson Collentine

A transparent and kind American/Swede who likes cultural patterns and Social Media. A creative early-adopter who sports, discusses and explores. More about me
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