Finger Licking Good Goods

Branding is a new science and art. Most brands we recognize, laud and admire were birthed in the last few decades. That is certainly true of fast food. We can all name McDonalds, Burger King, A&W, Dairy Queen, Popeye’s, Wendy’s, and Taco Bell.

Those food spots still exist but there are exponentially more that are defunct like Burger
Chef (as featured in Mad Men), Burger Queen (yes, this existed), D’Lites, G.D. Ritzy’s, Mighty Casey’s, Red Barn, Shrimp Boats, and Wimpy Grills.

My all-time favourite of those around or gone is Kentucky Fried Chicken. Not KFC. That rebranded acronym stab at political correctness or food-righteousness does not resonate with me or represent how I truly feel. When I choose to eat Kentucky Fried Chicken it is because the chicken is deliciously DEEP-FRIED! Get your kale salads elsewhere!

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The Evolution of the Cabana Jacket

In the mid 1980’s I worked at a ski and windsurf shop. The clothing merchandiser surprised me with a special item from Quiksilver. In strict definition it was a Cabana Jacket. Terry towel on the inside and a garish design on the outside. It became an instant favorite, so much so, that I wore it out over the next few summers.

The jacket sported not only a unique retro look but it was utterly practical and comfortable. It was short sleeved, button-up and featured two handy square pockets. You stayed cool in it when you were hot and warm when it drew cool. And the ladies loved it or so I like to think.

Recently, out of nostalgia, I went searching for a replacement. The only options I could initially find were vintage offers on eBay. No one seemed to be making them anymore. Not even Catalina. That famous beachwear company is still in business but now produce swim and leisure wear only for women. In the 50’s, 60’s, and 70’s Catalina was huge.

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Parrot: A Bespoke Collection of Business Quotes

We invite you to download this collection of quotes that goes beyond the well-known. Just hit here (Parrot) for over 40 pages of cool and inspirational thinking.

How to Differentiate Gum

Talk about a crowded category. It is tough to chew through all the options. How do you choose a gum brand? It is a rare product where price is not really a consideration. Let’s face it. Gum is a commodity. I would rather be a bottled water brand manager. When I walk up to the “wall of gum” in a convenience store I just grab what is convenient. Brand name, type of packaging, colours, logos, flavour, brand owner…none of it matters. But I do have a differentiating idea. Look for it after I prove my point of commoditization with these photos…

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New & Improved: This Branding Trendsletter Is A Must

Its not on any set schedule. We send out New & Improved when we have good stuff to share. Not only our own ideas, cases and thoughts leadership but the best thinking in branding, marketing, and thought leadership. Sign up here. If you don’t like it you can opt-out any time though we will go into a deep depression.

Check out the graphic eye candy below to give you an idea of the content…like these wonderfully designed headers…

And how about this proprietary content?…

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Fun and Accurate “Truth Facts”

This Truth Facts website positively nails what we encounter in daily life. It takes those insights and creates pithy charts to illustrate the finding. Let the smiles and head nodding begin.

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Jeff in The Globe and Mail on Canadian Brands

This article originally appeared in The Globe and Mail.

It works for Canada Goose, but how far can ‘made in Canada’ go? by Shelley White

Sun, sand and surf are not three things we’re internationally renowned for in Canada. Yet one of our hottest exports of the moment is Shan, a line of chic, high-end resort and swimwear that is designed and manufactured entirely in Laval, Que.

In addition to flagship stores in Montreal and Toronto, Shan has boutiques in Miami and the Hamptons, and 65 per cent of its revenue comes from the 30-odd countries it ships to, says Jean-François Sigouin, vice-president at Shan.

Shan is a line of high-end resort and swimwear that is designed and manufactured in Laval, Que., which allows it to retain full control over its product. As 65 per cent of its revenue comes from abroad, the “Made in Canada” brand works for the company because its international buyers recognize that to mean quality, the company says.

The suits aren’t cheap – they run about $300 each – but that’s sort of the point, says Mr. Sigouin.

“The philosophy of the brand is to offer quality instead of quantity,” he says. By manufacturing in Laval instead of overseas, the company has full control over its product. “We are totally vertically integrated from the design to production to retail because we have everything in the same building.”

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Marketing’s Golden Rule Ensures Relevance

Recently, I was named one of the 50 Over 50 Marketing Thought Leaders by Brand Quarterly. Beyond enjoying the honor and sharing my age with the publication’s entire readership, I was stumped by a bit of the process. BQ asked me to provide my “marketing mantra” and how it makes better marketers. It seemed like an easy request at first glance.

Then I got it into and quickly discovered I subscribed to many. Perhaps too many. So I sorted through them to see if there was commonality. I also looked for something fresh but compelling and by no way contrived. In the end, I brand-quarterly1landed on the notion of the Marketing Golden Rule. It is a representation of what I have witnessed and experienced as both marketer and consumer. The Marketing Golden Rule speaks honestly to the relationship between buyer and seller.

What is Your Marketing Mantra?

Always ask, “How would I like to be marketed to?” I don’t want to be fooled. I am not looking for false promises. I do not want to be entertained for entertainment sake. I am seeking fit with a brand. This modified ‘golden rule’ keeps the focus on reciprocity. Marketing is a relationship, a two-way street, a process to achieve mutual benefit between people and brands. People expect marketing but do not want to be sold. They want to be valued, heard, and feel special. This makes the profession and practice a profoundly human activity.

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How does Following this Mantra Make Better Marketers?

Marketing facilitates sales by respecting and helping people make the best decisions concerning what, how, and when to buy what they need and want. David Ogilvy said, “The customer is not a moron. She’s your wife.” He was imploring marketers to truly know who may buy what is being sold. This demands an understanding of an individual’s situation and personal motivations to provide an objective rationale and honest justification for every purchase.

Marketing is the study of human behavior and our behavior has not changed in centuries. It has been consistent from ancient open-air markets to modern online exchanges, from Pompeii to eBay. We are both rational and irrational, and we frequently confuse our needs with our wants.

This makes marketing an amazing profession. It is a mix of psychology, data science, pop culture, history, sociology, music, consumer behavior, design, neuroscience, writing and literature, mathematics and so much more. This complex cocktail does not set out to overtly sell, it strategically and creatively promises and proves.

Increasingly marketing is technology-led and data-driven. Marketers are overwhelmed by reams of information. Every brand I work with is inundated with data. It is not making them better at marketing. T.S. Eliot got it right, he asked, “Where is the knowledge we have lost in information?” Data is great if it produces human insights that incite. It sucks when a spreadsheet replaces intimate knowledge of a customer.

Marketing connects on a human level. Consumers expect brands to market to them. Equally so, they expect brands to empathize and understand them. Marketers that hide behind vague, lofty claims or attach inordinate emphasis to dispassionate technology or fail to prove their promises will facilitate few sales because in this there is no relevance, honesty, value or humanity.

Broadly speaking there are two types of people in marketing. There are those who like to fool people and there are those who like to serve people. It is time our profession cast off the old-school, jaded types who believe marketing is about creating myths and trying to snow people with them. We need to celebrate those who know it is about finding a truth that connects people and brands for mutual benefit. All of this starts by asking, “How would I like to be marketed to?”

Cheers, Jeff Swystun

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2016 Top-Drawer Business Books

It is that time again. We are happy to share our annual business books picks. Welcome to the 9th edition of the Top-Drawer Business Books of 2016. Too many business book lists are narrow in definition. Our list is less traditional and duplicative to others. That is why it includes, and is sometimes dominated by, screen-shot-2016-11-03-at-3-32-04-pmbooks not categorized purely as “business”.

We always avoid books promising four-hour workweeks because they are fables, over-simplified and prescriptive how-to works that are vacuous and dangerous, and so-called inspirational books that are trite, lite and ineffectual. These are all tossed aside when one experiences the blunt adversities found in actual commerce.

There are no shortcuts or magic panaceas in business. We have to do the work even when reading. As John Locke stated, “Reading furnishes the mind only with materials of knowledge; it is thinking that makes what we read ours.” We encourage you to read the selections here and make the knowledge yours.

The list includes books released in 2016 that are top-of-mind, notable, relevant, Famous_Nathan_jacket_revise_new_trim_size.inddwell written, applicable, thought-provoking, and innovative. Our last bit of criteria makes the selections tougher to determine and that is timelessness of content. We love sharing the Top-Drawer list because so much of success in business is predicated on great storytelling and these selections exemplify that skill.

This year 13 make our list, 4 more than last year, and are presented in no particular order. For the first time, fiction efforts are included for the amazing lessons they carry if one is open to the education. For fun, we have included a separate list of 8 timeless business novels.

Remember, life is too short to drink cheap scotch or to read books that are not Top-Drawer. So keep these selections within easy reach for repeated reference. Access the list here, topdrawer2016final.