It is Tough to Be Original

I have always wanted to be an investigative journalist and blow a story wide open. Something on par with Watergate would suffice. Then I really thought I had my own ‘Deep Throat’ in the form of Netflix. This provider of on-demand Internet streaming media distributes content that is an archival treasure trove of pop culture.

This is especially true in the eclectic and never-ending seasons of television shows it offers. As a subscriber you can toggle bewitched-cartoon-openingbetween Quantum Leap and Knight Rider and Fawlty Towers. Or you can enter the worlds of Dexter, American Dad, Lost, The Rockford Files, and McMillan & Wife. Not to mention Portlandia, Twin Peaks, Charlie’s Angels, and Breaking Bad.

There is even a little show called Mad Men. The charmer of critics and frequent award winner has legions of fans. These acolytes wait for Sunday nights to witness the shagging and drinking shenanigans of Don, Roger, Peggy, Pete, and Joan. Then they gather around the water cooler at work on Mondays to ask, “Did you see it?” Read more

Lululemon Sheerly You’re Joking

Losing $67 million on a massive recall of one of your signature products is serious business. More sheer than normal products, dye leaking from some of the brightly colored pieces and other quality issues are undeniably serious.

So Lululemon Athletica Inc. has responded very seriously. Chief product officer Sheree Waterson has been let go. The company apologized to customers and investors. It changed its manufacturing and quality control processes.downwarddog-300

In short, it responded like it’s Tylenol or Toyota.

But it is not. Lululemon is a yoga lifestyle brand. Inherent in that is some degree of brevity and lightheartedness. I understand that its mission is tied to health and wellness and that it is a significant business, but let’s face it, it’s not a pharmaceutical company. Read more

Promoters of the Unnecessary

Have you ever wondered where you can find bandaids with witty Shakespearean insults printed on them or a tongue cover that will help you swallow your pills or thumbtacks in the shape of thumbs. I suspect that these items do not appear on Wall-Mounted-T-Rex-Head-Hunter's-Trophy-2_sqyour shopping list nor would you even expect they exist.

In this world of needs and wants, these items are in their own league. They are things that we could not even dream of requiring and practically we don’t. I cannot imagine thousands of people demanded that a company produce a large T-Rex replica dinosaur trophy head to hang on a wall.

Getting ahead of the consumer has always existed in business. When asked how much research played a role in the launch of the iPad, Steve Jobs cooly replied, “None. It isn’t the consumers job to know what they want.” Of course, there big is a difference between the iPad and a designer chair shaped like female genitalia (yes, it exists). Read more

Social Media is All About the Details

Social media is an ongoing experiment that continues to perplex many companies. The challenging (and fun) part of social media has been figuring out if, where, and how a company should play. The variables are a veritable Rubik’s Cube of choices.

Many companies think they nailed the strategy but fail to anticipate the day-to-day details. This is why countless efforts crash or disappoint. Shocking too, is how little this is mentioned by the experts who prefer to tantalize with metrics of social media’s use.

We assisted a North American law firm on their marketing strategy, a subset being social media. The work has retaught a lesson: if you choose to go for something, really go for it. To their credit, this firm decided to pursue, for their industry, an aggressive social media strategy.

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Jeff Talks Blackberry

RIM, Reinvention & Canadian Pride

Jeff joined the national CBC Radio program The Current with host Anna Maria Tremonte and fellow guest Tamsin McMahon, an Associate Editor at Macleans Magazine to discuss the Blackberry Brand.

Hear the interview and checkout all the coverage here…CBC/Blackberry.

Jeff thanks the CBC, Anna Maria, Idella, Vanessa, Jessica, and Tamsin for the great experience. And best of luck to Blackberry in what will be one of the more fascinating business and brand stories of the year.

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Nonprofit Brands Depress

Did you know that the World WildLife Fund’s mission is “to build a future in which people live in harmony with nature”? You probably did because over the last several years this organization has grown in influence and now touts 5 million supporters and 5,000 staff. It also appears to sport a serious advertising and awareness budget. The problem is everything it communicates is a problem. I do not care how clever the advertising is…the net result suggests that we humans are just awful and should feel extremely guilty.

The WWF’s current messaging is analogous to the famous Christian Children’s Fund now ChildFund. A few decades back their ubiquitous advertisements featuring sad, malnourished children with spokesperson Sally Struthers initially worked by raising awareness. But after a time they became preachy, judgemental, and downright depressing. People began to change the channel as their own problems took precedent or they became inured to the imagery and cause. Read more

‘Top-Drawer’ Business Books 2012

It is that time of year again when media is flooded with predictions for the coming year and retrospectives on the year ending. A related practice is to put together a ‘top ten’ or ‘best of category’ list.

Through the years, I have contributed “best” business and marketing book list for various websites and magazines. Those opportunities were flattering but I was never completely comfortable labelling any book “best”. So in recent years, I assemble my own annual list.

I call my book selections ‘Top-Drawer’. This tongue-in-cheek title is meant to describe books that are top-of-mind, notable, relevant, well written, practical, thought-provoking, and innovative. Many are ones you may not have connected directly with business and that is the ultimate benefit of this list.

Life is too short to drink cheap scotch – equally so there is precious little time to tolerate books that are not ‘Top-Drawer’. Last year 13 made the list while this year 12 did with one to look for that will be published on December 31. Enjoy and I look forward to feedback on the selections that follow in no particular order. Read more

You Had Me At Gin

I appreciate cool packaging but in the case of liquor am usually quite happy just with the liquid.

BOMBAY-SAPPHIRE_Electro_MediumNow Bombay Sapphire is being distributed a “The Electro Global Travel Retail pack”, a limited edition gift pack using electroluminescence. Electroluminescent ink is used to light up the Bombay Sapphire design, accentuating the motto, “Infused with Imagination”.

The current is conducted from the battery on the base of the pack which uses a hidden mechanical switch to activate it. When the package is picked up, the current runs through the various pathways illuminating them sequentially thereby creating a cascading effect. Each cycle of animation is 18 seconds long at which point the sequence stops until activated again.

 

Branding and Superstorm Sandy

Jeff comments on how brands respond to a disaster in USA Today

Businesses Step Up to Aid Victims of Superstorm Sandy

by Laura Petrecca

Many businesses are helping, but those that don’t come across as sincere in their aid efforts — and appear to be usatodaynewlogocapitalizing on a tragic situation — can raise consumer ire.

November 3. 2012 – Duracell’s “Power Forward” centers give Hurricane Sandy’s electricity-less victims the chance to charge phones, as well as to grab free batteries for flashlights.

Anheuser-Busch switched a line at its Cartersville, Ga., brewery from beer to potable water to produce more than a million cans of emergency drinking water for those in need.

Lakeside Fitness Club in Oakland, N.J., offered everyone in the community warm showers, hot coffee and the ability to get some stress relief with a workout. Read more

Country Branding Challenges

The following article comes from The Smithsonian. It mentions the slogan of Chile, Allways Surprising, work I was happy to lead while at Interbrand. I remain proud to have coined the slogan for a truly diverse and surprising country. It was a tremendous project originally meant only for Chilean exports but was soon purloined by other government departments.

I appreciate the tone and content of the article … any place branding is received with great scepticism and jadedness. You are lucky to please 20% of constituents with anything that is developed. It takes a commitment to reinforce the branding for years as there is never a home run in such efforts. Here is the article. Read more