Archive for the Branding category
MDiner Episode #2.3 - The Lost Episode
by Jared on October 18th, 2007
Yes, we are still alive - we’re just busy. Hear Penelope and Jared rant on their lives and discuss ways you can keep your brands remain consistent, internally.
Show Notes:
Episode:
Technorati Tags: Brand Nazi, Marketing, Marketing Diner
Just how stupid does AXE think the straight boys are?
by Jared on December 20th, 2006
So…my friend, Jared (no relation, pictured above) and I went out to lunch to pseudo-celebrate the afore mentioned changing of the MBA Spin statistics. We went right down the street to a small pub/restaurant and we were dismayed to see yet another attempt at a witty, memorable AXE promotion.
It’s not like the promotion wasn’t cute but seriously; what kind of idiots do they take the straight boys for? The promotion, which was cleverly done on a custom pint glass, promotes an AXE product they say can help you get over a hangover.
AXE Hangover Recovery says you can “party hard, wake up easy and get your game back†just by taking a shower with it. (you think I’m joking - see what they say here)
Now, I haven’t slept with a straight boy in a while (not since I swore off dating republicans, at least) but I can see quite a few issues with this promotion in actually getting to the point of sale. Let’s see - for the promotion to work the straight boys need to 1) actually get the humor, 2) not be offended by the humor 3) remember the ad after what the promoter believes to be a heavy night of drinking, 4) believe the ad’s claims that it can eradicate a hangover and 5) take showers when they’re drunk and before they go to bed, thus affirming the claim that they would want to wake up without a hangover.
For this ad, I have to the AXE ad guys some credit. It upholds the brand while at the same time making absolutely no sense. Then again, making no sense might just be their brand.
20SMF Episode #55 - No, You Don’t Have To Dumb It Down
by Jared on December 14th, 2006
 |
 | Former Top Chef Stephen Asprinio joins the show for a discussion on reaching your audience without dumbing down the value of your expertise. Â
Referenced Links:
|
Podcast:
Subscribe Via iTunes| Subscribe Via Yahoo! | Send Us E-Mail
20SMF Episode #46 - Red Denim Rising
by Jared on July 20th, 2006
Show Description:
The increased versatility of casual wardrobes means jeans are big business. Everyone, including China - wants a piece of the pie. Alissa Friedman, Marketing Manager for AG Adriano Goldschmied detangles the fashion mess of premium jeans and helps answer the question; what ever happened to marketing MADE IN AMERICA?
Show Notes:
I) Feelin’ hot, hot hot!
II) Interview: Alissa Friedman, Marketing Manager - AG Adriano Goldschmied
III) Game Plan:Professional Development Sessions
Referenced Links:
AG Adiriano Goldschmied - Really Great Jeans
Podsafe Music:
Silent Service - Hot Bods
Podcast:
Right Click And ‘Save As’ To Download Full Show
1,000 Tiny Course Corrections
by Jared on March 12th, 2006
It’s said that the only thing in life that is truly constant, is change.
Flip side - In marketing we learn that repetition is the key to ensuring that a message gets through.
Question: If we expect life (and our marketing in turn) to change that quickly, how do we get the message through?
Considering that, brand management is a little like handling volatile chemicals. You have to handle a brand carefully and keep it fairly steady because jerky movements (i.e. change) are going to destroy the bonds your audience has with that brand. I cite any huge brand; Visa, Coke, IBM. How often do they change logos, taglines or even key descriptions? Not very often.
However, my challenge is that things do change and your brand has to change with it. Case in point, the description for this website. Today, I took a look at it and realized that over the course of the show (which is approaching 30 episodes - yay!), it has morphed from focusing just on marketing, to a broadening focus on business and the lifestyles of 20-something professionals. Accordingly, I want people to take a look at that description and understand it immediately (thus attracting more listeners).
The new “idea” name (encompassing the blog, the web site, the MySpace group, the surveys, and anything else that pops out of my head that you guys might find relevant) is going to be hence named just “20-Something Marketing.” Don’t worry though, the podcast will retain the “20-Something Marketing Forum” name since it is indeed the “vocal and visual forum” for the ideas presented on the site.
The rationale for this change is simple; I need people viewing the show description to know that this whole endeavor has grown larger than a single podcast or a single focus. That’s why instead of going into the whole spiel of “the realities and drama of the modern workplace,” I will simply say this is the forum for “life, business and marketing for and by 20-something professionals.” It’s a small course correction but one I think will make a difference in clarifying the overall purpose of the show.
We have to get comfortable that changes like this do happen. Focuses change, life comes at you, and any numbers of things occur that will cause you to want to change your brand.
Don’t be afraid to do it!
Your audience is along with you for the ride. As long as you cue them into this - you’re fine. (Thus the post ;))
If you have to make 1,000 tiny course corrections in your life to make you more effective, peg your brand to an idea and not just words and it’s up to you to communicate those course corrections.
20SMF Episode #29 - VIDCAST: For The Kids
by Jared on March 8th, 2006
Show Description:
Special vidcast featuring REALLY cute kids. Presenting Kid Power-DC and a short synopsis my the marketing/re-branding project with them.
Show Notes:
I) KPDC Project Overview
II) Community Service Audiences
III) Obligatory music montage featuring shots of the kids
Referenced Links:
Vidcast:
Click Here To View The Vidcast
or
Not A-Mused
by Jared on January 17th, 2006
Does it really take that long to get a cup of coffee? Seriously! I am convinced my office is conveniently located across the street from the slowest Cosi in all of North America.
Like some bad cliché that you just can’t stop using in your copy, I still return there though because of my incredible addiction to their dark, rich, aromatic coffee. I step up to the register, wait the 2 minutes it takes for them to acknowledge my existence, then proceed to list off my order, modifying it at least twice, until I find something they actually have in stock (today they were out of cranberry scones and large coffee cups, go figure).
Point being, I started out in a place like this. It’s not so bad, and I understand that there are going to be terrible customers that you can’t appease no matter how much you try. However, it occurs to me that this is the perfect muse for creating effective direct marketing communications, the topic of this week’s podcast.
Here’s the set up: Cosi builds a brand and a marketing style around an image of a classy, euro-centric café that is perfect for any occasion. The food, the cafes, and the outreach all meld to create a marketing experience that makes you want to return to Cosi for everything from a quick cup of coffee in the morning to late night drinks with a date. In this situation, a disconnect appears in the marketing experience right there at the point of product access.
When you are constructing a direct marketing communication (pronounced ‘direct mail’), you aren’t just writing a letter. You are literally beginning a marketing experience.
Bare in mind that if you’re lucky enough to get your stuff read, you still have to use a call to action to create pull-through to a sale or other marketing result. That call to action is going to send your target to a website, a phone number or another marketing touch point. You better believe that it’s important for the letter (or postcard, or whatever) to match whatever verbiage or tone the touch point has.
Cosi - or rather the local management of this café - is really not in this for the marketing experience but their actions aren’t helping anything.
Do yourself a favor…each of us have a muse, whether situational or personified. If you take the time to create something, share that muse with your touch points. Explain to them why you’re doing what you’re doing and why it’s important for them to give a hoot to as well.
Believe me, the situation I encountered this morning is the best example that a muse, like an idea, is only as good as your ability to materialize your concept throughout the entire product experience.
Put that in your tip jar and percolate it!
Episode #16 – Marketing Bosses Anonymous
by Jared on November 17th, 2005
&eWe love our bosses, don’t we? Even if we don’t we have to tip our hats because its management up, down, and sideways that makes our lives interesting. We go over the 4 boss types as well as why screwing up may be good for us.
Show Notes:
I) Memo To Holiday Marketers
II) 4 Boss Types
III) News: Atlanta destination campaign and themes
IV) Mercury Retrograde and why it may be a good thing
Referenced Links:
Vote For The Show on Yahoo!
My Analysis of Atlanta’s new Ad Campaign
Click Here To Listen To The Podcast
- Jared