Tag Archives: Branding

Meet The New Boss. Same As The Old Boss.

A while back I had a cynical take on a survey of Facebook users. This survey made it appear as though noble intentions were the most popular reason to “Like” a brand. Subsequent offline conversations suggested that this kind of consumer behavior was not only true but predictable. The reason? All marketing is relationship marketing and always has been. This brand loyalty check-to-cheek dance was just the logical extension of what we’ve seen in advertising for decades.

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Filed under Advertising & Marketing, Branding, Facebook, Social media & branding, Twitter

My Tampon Ad Post. Really.

Ok. I’ll be the first to admit it. I don’t know much about tampons. Never really needed to, being a guy. I’ll even admit that, when tampon commercials come on TV, I don’t generally watch. Let’s face it. I’m just not their market.

Well, that all changed. Today. Continue reading

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Filed under Advertising & Marketing, Branding, Marketing to women, TV Commercials

It’s Not Easy Being Green-ish

I’ve seen broad terms like “green marketing” and “sustainable marketing” tossed around with very little explanation as to what they really mean. To remedy that, Mamie Patton’s excellent redux can be found here.

So if we accept these definitions, my question is: How much value do these movements have in the greater marketing scheme? Continue reading

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Filed under Advertising & Marketing, Branding, Energy, Green Marketing, Sustainable marketing

Kenmore Rebranding – Risky Business

Betsy Owens, Kenmore vp and general manager, is saying all the right things. Reading this article in which Elaine Wong from Brandweek interviews Ms. Owens about Sears’ decision to rebrand Kenmore appliances, you can check them off as they are mentioned. She seems to recognize Kenmore’s iconic history as a great American brand – check. She understands the generational disconnect conundrum in which great brands from one generation can struggle to translate to younger buyers – check. And she acknowledges that this economy provides a tricky launch pad for a rebranding effort – check. However, the most salient question for me is, “How do you not wreck the brand you have now?”

Let’s face it. Rebranding is based on a grass-is-greener mentality. It goes something like this: our brand currently captures a market share equal to X. We feel that the difference between X and 100 percent market share is not addressed by our current brand identity. So, we feel it is worthwhile to change our brand identity in the hopes of capturing as much of that difference as possible. Continue reading

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Filed under Branding, Kenmore, Population Trends, Sears

Toyota: Finally An American Auto Company

Not a ToyotaA visit from company President Akio Toyoda notwithstanding, Toyota has gone out of its way to assimilate into the American automobile culture. First, they gave us the (seemingly) ever-present “Toyota-thon.” A flashy, sparkly and very American-styled sale. For years prior to that, the Japanese car companies chuffed at the very notion of a sale. But Toyota saw an opportunity to take over the lucrative American market. That meant that they would sacrifice a little Japanese brand equity for more sales. They, quite literally, “sold out.”

Next came trucks. And not the little 4-cylinder jobs. The big guns! Half-ton and larger. Here they saw an opportunity to circumvent the Ford versus Chevy conversation by building their own big truck. They started slowly, but eventually sales would overtake Chrysler and threaten Ford. Continue reading

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Filed under Advertising & Marketing, Automotive, Branding

My Top 5 Marketing Myths

Every so-called marketing expert has their list of myths about marketing. I’ve seen a bunch of them. And most of them are eerily familiar. But here’s a few that I don’t see mentioned very often. They are simple, preventable, and all too prevalent. For me, these are the ones that, when I hear them from a client, I know I have some educating to do. Mythbusting, if you will.

5.  We have to be in (insert client’s favorite media here).

Not necessarily. Especially with the emergence of social media, the changes in how television and radio are delivered, the decline of print media readership…I could go on and on. The landscape just isn’t the same now as it was even a few years ago. And any good media planner will tell you, even a good medium can price itself into undesirability. For example, do you have to be in the weekend edition of the local newspaper if you’re in real estate? Not if you can reach your audience more efficiently in other ways. The only exception I can think of off-hand is a directional billboard for a brick-and-mortar retail establishment that counts on warm-bodied traffic. But even that is changing with the advent of GPS-enabled phones as well as Foursquare, Gowalla and other location-based apps. Bottom line: there is a smart way and a foolish way to spend any amount of money – especially marketing funds. And it’s not always best spent in the clients personal favorite form of media. Continue reading

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Filed under Advertising & Marketing, Branding, Marketing myths

Dominos’ Dangerous Game

Pizza slice

Though it doesn’t happen often enough, I am always encouraged when advertisers invoke the truth in their marketing. So the recent Domino’s Pizza campaign caught my attention over the holidays. Living in a wheat-free household, I don’t order take-out pizza very often. But I’ve had my share of Domino’s pizza over the years, along with Papa John’s and Pizza Hut. I never harbored the notion that I was getting gourmet cuisine in that oil-soaked cardboard box, but I was always hungry before it showed up and not hungry afterward.

The premise of the campaign is that Domino’s corporate asked for and received customer feedback on the taste of their pizza. Well, the news was not good. And the TV commercials feature actual Domino’s employees recounting some of the negative feedback. They acknowledge it. And they talk about the action taken to combat their problems. This is accompanied by a guarantee that, if you don’t love it, you get your money back. Continue reading

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Filed under Advertising & Marketing, Branding, Social media & branding