Don’t speak ill of the brand

The best laid plans sometimes go awry through no fault of your own. On Friday I wrote about my intentions to pay attention to some of the brands I would be exposed to on a 150 mile round-trip drive on I-35. Macro view first; individual brand analysis last.

I expected to be sharp of mind and fit of body for the drive. I woke up feeling anything but 100%. I wasn’t seriously ill, but the waves roiling in my stomach kept me from giving my utmost attention to my surroundings during the trip.

I tried, and I times I succeeded in taking in the branding environment, but other times, I was too aware of how unwell I felt.

Enough whining.

Here are two road trip branding observations:

1. In the metro areas, few company or product brands rose above the fray. There’s so much visual noise, it’s dizzying for drivers, so drivers tend to block it out. (That’s a good thing since distracted driving is a killer. We don’t need signage and billboards contributing to the problem.) This probably isn’t news for most of us; just affirmation.
2. In rural areas, I noticed the pitiful over the excellent and I’m not paying the pitiful a compliment. What was memorable was the neglect and that does not impress. Bad store signage and dilapidated billboards. When there’s little branding competition, why wouldn’t you put your best foot forward? Talk about a missed opportunity.

So that’s it and it isn’t much better than I felt (sorry readers).

Of course, pictures would sure help accentuate my observations, but I was driving and I would not be distracted.

SIDEBAR: Talk about not being on top of your game; I realized later that a better title for last Friday’s blog post: Branding At The Speed Of Drive.

del.icio.us Tags: brands,brand messages,branding,advertising,communications

Branding at the speed limit

A while back I wrote a post about the countless number of brands we are exposed to every day. The thought occurred to me as I was driving on the interstate that at that particular moment, I was being bombarded with scores of brand messages. What troubled me was how until that instance of clarity, I was blissfully and completely unaware.

Tomorrow I will be taking that same route north but for a shorter distance of 75 miles. Will history repeat itself?

No, because I’m planning to make a conscious effort to absorb some of these brand messages and analyze my reactions to them.

First, I will make a macro observation: what is the environment like where the brands are competing for my attention.

Next, I will hone in on specific brands that capture my eye and I’ll quickly assess why I think they were successful.

I’ll be forced to make quick judgments since I’ll be driving through the area at 60 MPH or faster.

It’s not speed dating, but for a branding and communications guy, it should be interesting to see if I pick up any positive vibes.

del.icio.us Tags: brands,brand messages,branding,advertising,communications

It’s in their ad, it must be true

Exaggerated claims. Demand created by playing on insecurities and false perceptions.

In advertising and marketing communications, I find nothing more distasteful. I’ve written a few posts taking companies to task on misleading statements in their ad copy.

It’s a fine line

How about it copywriters, content creators and product marketing managers? Where do you stand?

Is your copy sprinkled with puffery or glittering generalities that may produce warm fuzzies but no market benefits?

Are there little white lies here and there in your content? Are the product performance numbers you publish theoretical and based on conditions that customers have no shot of realizing?

Have you published data or claims that made you cringe? Were you suspicious, but unwilling to question your client, boss or colleague?

A line in the sand

At the 4A’s confab the final week of March, industry leaders asked themselves and attendees if they stood for anything, or were they simply doing the bidding of others without conscience or remorse.

The introspection was under the umbrella of advertising and sustainability, but the self-evaluation is worthwhile regardless of the motivation.

The content we produce must be above reproach. All claims should be verified and approved by legal with supporting data on files.

We owe it to the public, to our profession and to ourselves to be 100% forthright and honest with our words. Our employer’s or client’s credibility, not to mention our own reputation and integrity, is on the line.

Be vigilant. Never compromise.

del.icio.us Tags: sustainability,protecting the environment,going green,conscience,Amercian Association of Advertising Agencies,4A's,Transformation LA,exaggeration,puffery,white lies,credibility,integrity,word choice,written word,brand communication,blogs,copywriting,precision in communication,ghost writing,freelance,marketing communications consultant,social media writer,blogger

Advertising, sustainability and the voice of a new generation

Do we meaninglessly encourage people to buy, eat, consume, drive things they don't need? Or do we have a point of view?

These questions were asked by Kate Robertson, group chairman at Euro RSCG and co-founder of global forum One Young World, at the 4A’s confab held the last week of March in Los Angeles.

The knock on the ad industry

Her questions, as reported by Ad Age, were part of a discussion Robertson initiated about the advertising industry and sustainability. She pondered whether the two are diametrically opposed because advertising is about selling. Robertson pressed her colleagues asking if ad professionals blatantly lie on behalf of their clients.

Do we shill without a conscience?

Quite provocative.

Knock it off

Was anyone listening? I wonder if the message was carried back to attendee’s shops and given serious consideration. I wonder if anyone who heard her message or read her comments in Ad Age did or is doing some soul searching. I wonder if anyone is taking a stand and making some changes.

If you had to hazard a guess?

Clearly this is an issue that warrants industry-wide action.

Opportunity knocks

Another observation that drew some comments from attendees was those conspicuous by their absence: the youth of the industry.

Let’s see, the 4A’s wishes to attract young blood and the industry is confronted with a green issue that goes to the heart of the core values of today’s generation. Seems we have a match made in heaven.

del.icio.us Tags: sustainability,protecting the environment,going green,conscience,Amercian Association of Advertising Agencies,4A's,Transformation LA,word choice,written word,brand communication,blogs,copywriting,precision in communication,ghost writing,freelance,marketing communications consultant,social media writer,blogger

Gimme action, not words

Do actions speak louder than words in brand marketing? The answer seems obvious, doesn’t it?

Which would you rather have, word of mouth, or word of action marketing?

Word of mouth

Word of mouth is well understood and clearly is exceptionally valuable. Your customers as your ambassadors is quite powerful. There’s built-in trust with their familial, social and professional networks. That trust does convert to revenue and new customers.

Word of action

Word of action moves beyond the endorsement and into actual consumption. Your customer does speak for your brand, but she also puts her attraction for your brand on display by consuming it and purchasing it for others. Often. This person also cajoles others to purchase your product. Often. Or at least while in her company.

This individual takes ambassadorship to a new level. She couldn’t be more loyal if she were your employee. And make no mistake - the passion is real, strong and genuine. It’s also infectious and attracts like-minded fans. All of this scales to more revenue and more customers.

So how do you engage word of action brand ambassadors to expand their reach and assure alignment with your branding initiatives? Please share your experiences and thoughts in the Comment box.

del.icio.us Tags: word of mouth,word of action,brand ambassador,brand endorsement,brand engagement,brand passion,copywriting,precision in communication,ghost writing,ad copy freelance,marketing communications consultant,social media writer,blogging

It’s a mad, mad, mad, Mad Men world

Mad Men is making men (and women) mad. Their billboard, subway and public telephone booth posters promoting the fifth season premiere depicts a man free-falling against a backdrop of buildings. This visual has struck a nerve with families of 9/11 victims.

It’s understandable the image is upsetting to these families.

It’s also understandable that the show’s marketing team used the free-falling man image, which has been a staple of the program since its very first episode.

In response to assertions and accusations that it is deliberately leveraging a horrific terrorist attack to create buzz for the program, AMC, the network that owns Mad Men, released this statement:

"The image of Don Draper tumbling through space has been used since the show began in 2007 to represent a man whose life is in turmoil. The image used in the campaign is intended to serve as a metaphor for what is happening in Don Draper's fictional life and in no way references actual events."

I don’t watch the show (a cardinal sin, I know) but I am familiar with the falling man in the opening credits and I know it’s been part of the show since it debuted. I do not question the motives of the folks at AMC. I do not believe they are heartless bastards.

Bring on the Monday morning quarterbacks

Oh, but there are plenty of amateurs and critics with their arrows pulled from their quivers, placed in their bows and aimed at the hearts of the execs at AMC (which makes no sense if they are heartless bastards).  Of course it was a cold, calculated and callous decision, they exclaim! It’s obvious to anyone who will be honest with themselves.

Really? You know that for certain? How? Are you a mind reader? Or just a cynic?

Ad Age stirred the pot in a blog by Rupal Parekh by inviting conjecture in the closing paragraph:

Were the creators of the show deliberately trying to gin up controversy to publicize the return of "Mad Men"? Or did they just inadvertently irk some people?

The questions have evoked passionate responses falling in both the “deliberate” and “inadvertent” camps.

Here are a couple of example:

Deliberate

I can understand the sensitivity of these families. But you can bet the show understood the potential for controversy when they created the falling man against such a stark background. They deliberately did not put him against the great images shown in the show open, which was the logical choice -- for a reason. They wanted the controversy, victim family feelings be damned.

Inadvertent

Really?!? You have got to be kidding me that you think that the marketing team of Mad Men is sitting around discussing today's tragedies and how they can benefit from them. Mad Men is an outstanding show and is not looking to gain for 9/11, Hurricane Katrina or any other disaster.

Where do you fall in this debate?

del.icio.us Tags: Mad Men,AMC TV,Season 5 promotion,falling-man image,9/11 victims,TV advertising,television advertising,television commercial,copywriting,precision in communication,ghost writing,ad copy freelance,marketing communications consultant,social media writer,bloggingcommunications

The consumer engagement book on Facebook

In the February 28 online edition of Ad Age is the following headline:

Even Sexy Brands Struggle With Low Engagement on Facebook

with this subhead:

Less Than 1% of Fans -- a Lot Less, in Most Cases -- Actually Do Something

Even so-called passion brands experienced underwhelming numbers.

Who is surprised by this finding?

Engagement isn’t all that it’s cracked up to be. Facebook and other social media platforms are still evolving as an effective media for brands. It remains unclear how best to interact with consumers in a meaningful way that results in measurable revenue as well as a stronger relationship.

It will come over time. Some brands will discover how to seriously monetize engagement on Facebook. Others will discover that Facebook is worthwhile only to maintain visibility and a dialogue – which is valuable – but to look to other media to drive revenue.

In the near term, the question is: will the findings of this very extensive study change how brands approach Facebook? Will brands continue to devote the same level of human resources, time and money, or will an adjustment occur?

Are you responsible for the social media campaign for a brand? Will you fine-tune your Facebook strategy?

del.icio.us Tags: social media,Facebook,Facebook likes,advertising,passion brands,brand engagement,branding,engage,engaged,customer engagement,social engagement,copywriting,precision in communication,ghost writing,ad copy freelance,marketing communications consultant,social media writer,blogging

It’s a brand new day

It’s the end of the day and I’m thinking about how many brands I’ve been exposed to today. More than I can remember, that’s for certain. In fact, as I strive to recall any, I’m coming up mostly blank.

Interesting.

I spent the morning packing for a trip. Some of my clothes, including an Adidas long sleeve t-shirt, went into a bag with the swoosh on the side.

We drove without stopping. I saw many banks, gas stations and convenience stores on street corners. I know I saw a Dillard’s, Macy’s and Nordstrom at a large mall. Beyond them, none of the names really sunk in. We passed big rigs with brands on the trailers, but I didn’t give them much notice.

My friend, who was driving, mentioned that our destination was just past a very large IKEA store. It was large, so that image is imprinted in my memory.

After arriving, we made a quick trip to a nearby Kroger to pick up some beer. We chose Modello’s Especial Cerveza. We also purchased On the Border salsa, tortilla chips and a breakfast cinnamon cake.

On the way to American Airlines Center for the Dallas Stars game, I had my first burger, fries and shake at In and Out. I understand this is a very popular fast food restaurant. Everything was just okay in mind opinion.

At the arena, practically every surface had a logo on it. I don’t remember any. I’m serious.

Taco Bueno is at the top of the recall scale because of a third period promotion at the Dallas Stars game. If the Stars scored, all fans would receive a coupon for a free taco. With one minute left it didn’t look promising, but then the Stars gained possession and Tom Wandell scored his second goal of the night with 53 seconds left. Free taco!

So that promotion paid off for Taco Bueno.

I’ll chalk up my poor recall to selective perception. And I’ll chalk this rather lousy unscientific brand recall test result on my driveway. It will only take a minute.

del.icio.us Tags: brand identity,brand character,brand value,brand extension,target market,market segment,written word,brand communication blogs,copywriting,precision in communication,ghost writing,freelance,marketing communications consultant,social media writer,blogger

Where’s the drama with Super Bowl commercials anymore?

There was a time when the introduction of new model year automobiles was an event. Dealerships would bring the new vehicles in under the cover of night. All windows were whited out so peepers couldn’t steal an early glimpse and photojournalists couldn’t get a picture for publication prior to the unveiling.

The buying public couldn’t wait for the big day to arrive. The anticipation was palpable.

Super Secretive

Super Bowl commercials used to enjoy the same build-up. Advertisers might drop hints at what the viewers were going to see, but the actual creative and all other elements of their commercials were kept under tight wraps until they aired Super Bowl Sunday.

The viewing public couldn’t wait for the big day to arrive. The anticipation was palpable.

Not so anymore.

Now we can see most every commercial that’s going to air during the Super Bowl broadcast online a week or more prior to the game. There are several portals with HD videos staged and a description of the creative. Mainstream media and scores of web publications have been writing about the commercials ad nauseum since the day after the conference championships were contested. Even search engines kick up scores of images from the commercials.

Talk about letting the air out of the balloon.

Instant Everything

It is a reflection on our instant everything in America.

We want to win the lottery, hit it big at the casino, buy that stock that hockey sticks inside of a year or sue somebody rotten so we can become instant millionaires.

We want to know the sex of our baby as soon as possible so we can choose the name, fill out the baby registry with gender-specific items and set up the nursery in the proper colors.

And we apparently want to see the Super Bowl commercials before the Super Bowl. If we could see the gridiron contest prior to Super Bowl Sunday, we’d probably settle for that, too.

Is it just me, or does this mindset sort of take all of the drama out of life?

LiveJournal Tags: Super Bowl commercials,television advertising,tv commercial,copywriting,advertising recall,precision in communication,ghost writing,ad copy freelance,marketing communications consultant,social media writer,copywriter,blogger

It’s a Super Bowl commercial, can you name the product?

CBS aired the Super Bowl's Greatest Commercials 2012 one-hour special program this evening. This is the 12th year for the segment. Advertising professionals and the companies featured in the show each year must be filled with glee. Big bucks were spent creating these Super Bowl commercials and paying for the media time in previous years. Tonight, they’re all going to air free of charge.

In a twist of irony, other advertisers will be paying for the time.

Priceless.

While perusing the various write-ups on the television special, I came across this argument in The Montreal Gazette:

“As anyone who appreciates a really good ad knows — heaven knows, there are enough bad ads — it’s the ad that counts, not the product behind it. An ad may be designed to sell a product, but few of us, when remembering a great ad, can name the product behind it.”

Does the reporter seriously believe his own words? I find it preposterous and a tad sensational to put forth this assertion. The backdrop is absurd. We’re talking about the greatest commercials to ever air during the Super Bowl.  

“…few of us, when remembering a great ad, can name the product behind it.”

On the contrary, it’s a virtual lock that a majority of viewers will recall the product or service. In each of these commercials, the product tends to be front and center. Even when the ad has a superstar spokesperson, most of us will remember the product, and possibly even the company that owns the brand.

Here’s a quick test

Two 2011 Super Bowl commercials with celebrities. Can you name the product, service and/or company?

1. Eminem
2. Danica Patrick

The answers came to you immediately, didn’t they?

Even in this classic Super Bowl commercial from 1993 featuring two of the biggest celebrities in their respective sport (one being a global icon for the sport and a certain brand of shoe*), I’ll bet you can name the athletes and recall the product brand and the company.

Where do you stand

Do you agree with the reporter for The Montreal Gazette? Do you recall really good ads, but fail to remember the product brands they promote?

Or did you ace my quick test and therefore you agree with me? Make your stand in the Comment box.

LiveJournal Tags: Super Bowl commercials,CBS,The Greatest Super Bowl Commercials 2012,television advertising,tv commercial,copywriting,advertising recall,precision in communication,ghost writing,ad copy freelance,marketing communications consultant,social media writer,copywriter,blogger

*Extra points if you can name the shoe company, the shoe brand and describe the logo.

Not all brands belong in the Super Bowl

It’s like the crescendo that didn’t happen. You’re watching the Super Bowl and a commercial break begins. An inspiring and audacious 60-second car commercial is followed by an instant classic 30-second beer commercial that’s followed by something that can only be described as a 30-second dud. No one knows the advertiser and no one remembers the advertiser. The commercial just sucked the air out of the room.

It’s a head scratcher

Year after year, you can count on at least one Super Bowl commercial that’s anything but super. A company decides to raid the party and try to make a name for themselves. Unfortunately, those who recall their name the morning after, wish they didn’t.

Some brands are ill-suited for the big stage.

It’s not their time. It’s not their audience. Their product or service is too niche, too specialized and not appropriate for the Super Bowl.

It’s an ego trip

Advertising during the Super Bowl should be part of a vision and clear-cut strategy. Newcomers to the Super Bowl stage need to check their ego at the door and make certain they are paying to promote their brand on one of professional sport’s biggest platforms because it is without question the next logical step for the business. The rationale must be bullet proof and the ROI significant.

It’s a blockbuster

If a company does buy into the Super Bowl extravaganza, they must do so in a big way. The advertisement, while staying true to the brand personality, value proposition and key messages, has to make a bold statement. That doesn’t mean it needs to be a multi-million dollar production. The commercial must possess a uniqueness, a brilliance, a clarity of message and a beauty that sears it into the viewer’s brain.

If the advertisement doesn’t motivate the masses to instantly light up Twitter with gushing comments; if it isn’t getting rave reviews around the water cooler at the office the next day; if ad critics aren’t writing accolades about it in blogs and Super Bowl commercial rollups, then it most likely failed.

Chrysler delivered a blockbuster in 2011. The company showed everyone that a commercial with a vision and a powerful message can inspire not only customers, but employees, dealers, suppliers, an entire city and even a nation.

Now that’s a crescendo.

LiveJournal Tags: Super Bowl commercials,Chrysler,commercials,television advertising,tv commercial,copywriting,precision in communication,ghost writing,ad copy freelance,marketing communications consultant,social media writer,copywriter,blogger

The Super Bowl of ads

It’s Super Bowl week and there is as much anticipation for the advertisements as there is for the game. The pre-game hype is building to a fevered pitch. I love it! I live for televisions commercials, as some of you will recall from a recent blog post.

I know there are websites with most of the commercials already posted for viewing, but I want to get the event experience. I’ve paid scant attention to the web headlines and the social media yap. I know there’s a commercial based on the 1986 movie, Ferris Bueller’s Day Off, starring Matthew Broderick, but I have no idea who the advertiser is or the storyline. I loved the movie, so I have high expectations that the commercial will enhance the legacy.

The Good

We’ve all seen some epic commercials over the years. At the top of most critic’s list you will undoubtedly find the 1984 Apple Macintosh commercial. Also on the list, the 1979 Coca-Cola commercial with the boy and Pittsburgh Steelers defensive tackle and future Pro Football Hall of Fame member “Mean” Joe Greene. It certainly struck a powerful chord that still resonates 33 years later.

The Bad

But some also become the hot topic of conversation around the water cooler for the wrong reasons. Think HomeAway's Test Baby commercial in 2011.

The What?!

Other’s just make you scratch you head and think “Really?” I put the 1995 Budweiser frogs commercial in that category.

I will be parked on the sofa with my laptop, documenting my reactions to each and every commercial. Like anyone else, I adore 30- and 60-second theater laced with arresting cinematography, stunning visuals and a moving soundtrack, but I’m looking for the ads that are expertly written.

For me, it’s all about the words. After all, I’m a copywriter.

LiveJournal Tags: Super Bowl commercials,Ferris Bueller's Day Off,Matthew Broderick,1984 Apple Macintosh commercial,1979 Coca-Cola Mean Joe Green commercial,HomeAway Test Bay,Budweiser frogs,commercials,television advertising,tv commercial,copywriting,precision in communication,ghost writing,ad copy freelance,marketing communications consultant,social media writer,copywriter,blogger

Brand separation anxiety

Would it be okay with you if you didn’t hear from your brand for a few days? Would you be upset if she didn’t show up on Facebook, was absent from your Google+ feed, didn’t send a Tweet, wasn’t a storyline in LinkedIn, and skipped answering a question in Quora for a spell?

Could you survive it?

Could your relationship with your brand survive it?

Would you still Like her? Would you +1 her the next time she appeared in your feed? Would you Favorite the next 140 character message she flew? And would you upvote a reply to a vexing inquiry?

In today’s hyper-connected social world, could you stand to be disconnected from the one you love online, just for a day? Or two? Or three?

LiveJournal Tags: brand,brand management,brand steward,brand relationship,social media,Facebook,Google+,LinkedIn,Twitter,Quora,copywriting,precision in communication,ghost writing,ad copy freelance,marketing communications consultant,social media writer,blogger

The new JCP is a scream

I just saw the new JC Penney television commercial and I hate it. OMG, the screaming is over the top. It’s so annoying it makes me want to scream.

While I’m writing this, the television is on and the remote is within reach. When the commercial runs again, I won’t be able to move fast enough to push mute.

Enough Is Enough

One, two, or maybe three screaming idiots drives the point home, but 30 seconds of almost non-stop ear-piercing shrieking put me so on edge I nearly lit my hair on fire to create a distraction.

Seriously! Enough is enough…stop the screaming already.

This passed the focus group tests? Who is their target audience? Is this the new-to-the-22nd power JC Penney? Oh, excuse me, the new JCP.

The Brand Acronym

Just what we need, another company brand known only by meaningless letters of the alphabet. So, do we get to choose what the three letters stand for?

Just Can’t Please, Just Can’t Profit, Just Cancel Purchase…

Hey, this is fun. In fact, it’s a scream.

LiveJournal Tags: JC Penney,JCP,Enough. Is. Enough.,screaming,re-branding,brand acronym,brand advertising,brand affinity,copywriting,precision in communication,ghost writing,ad copy freelance,marketing communications consultant,social media writer,blogging