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

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

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

Choice & Clutter

The average American supermarket now carries 48,750 items, according to the Food Marketing Institute, more than five times the number in 1975. Britain’s Tesco stocks 91 different shampoos, 93 varieties of toothpaste and 115 of household cleaner.

In addition to the range of choice in even the most basic brand categories, consumers receive over 5,000 media messages a day containing over 100,564 words. So in my opinion, the most important metric in the next ten years will be how many messages consumers choose NOT to see on a daily basis.

We are creating consumers with such thick skins and blinders that messages bounce off them – we are training them to ignore and disengage which is exactly the opposite of our objective.

In response to choice, many brand owners are now taking steps to rationalize their brand portfolios to simplify and reduce cannibalization. According to Sheena Iyengar in The Art of Choosing, Procter & Gamble once thinned its range of Head & Shoulders shampoos from 26 to 15, and sales increased by 10%. Then they slowly began building up the sub-brands again in a non-sensical cycle or ‘more is more’.

Regarding communications clutter, Canadian media maven Marshall McLuhan presciently stated in the 1960’s, “One of the effects of living with electric information is that we live habitually in a state of information overload. There’s always more than you can cope with.”

In the next ten years, we will see cycles of brand proliferation and rationalization with corresponding communication cycles. So the brands that simplify people’s lives and speak honestly will stand a better chance of success than those who do not credit the growing power of the consumer, the stresses they are encountering, and how that will impact their choices.

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