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Archive: My blog has now moved to here December
2005
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30th Nov 2004 - So here it is, Merry Christmas… I meant to write this a few weeks ago, but forgot. Anyway, I was at my local Homebase just after my birthday (Nov 6th for those who would like to send me a card next year), and was rather perturbed to find that Christmas had come early. Or at least earlier than I remember it coming in the last few years (which was still pretty early!). I guess I expected the garden furniture display to have been replaced by Christmas decorations. But do we really need carols and "So here it is Merry Christmas" blasting out when there's nearly 2 months still to go? If I worked in Homebase, or one of the many other retailers going a bit early on the Christmas front, I could well see GBH occurring before the festive season has really even started. All in all, driving people around the bend does not seem to be the best way to instil Christmas cheer in your staff or customers. And then, most bizarre of all, they were selling Christmas trees! By my calculations, based on a careful study of how long it usual takes the trees we buy to self destruct, I reckon you'd be on your third one come Christmas Day if you started in early November. It takes all sorts I suppose. And not long after I did spot a couple of houses with their decorations up. Now, I must say that this isn't me getting all Scrooge-like. I love Christmas. And as a Christian, it is a very important time for me. But does it have to start so early? If anything is guaranteed to strip away all the magic and expectancy that makes Christmas so special, it is this seasonal creep bringing things earlier each year. Before long we'll still be playing cricket or lying on the beach when the carols start. And from a retailer perspective, you must get to the point of killing the goose that lays the golden eggs - people will just get fed up with the whole thing. Keep Christmas special I stay. And while you're at it, ban it before December 1st. Like to comment ? (top)
23rd Nov 2004 - Rainbow vision What comes to mind when you think of Pantone (if indeed you've even heard of it)? For me, and I guess most who work in the world of marketing and communications, Pantone = colour. And specifically, those little colour swatch guides you find lying around creative departments.
Which, apparently, makes me terribly behind the times, as I discovered the other day that the Pantone brand now stretches way beyond this rather specific functionality, assuming a role as colour guru for all things lifestyle and fashion. If you check out Pantone Universe, you'll discover everything from the colours which are big on the catwalks to make up tips, home décor ideas to how colour is turning up in the news. Pushing things even further, they've now stretched into the realms of personal development with Colorstrology…which pretty much does as the name suggests. And just in case you're interested, my birth colour is Deep Claret (Pantone 19-1840), which makes me deep, sensual and devoted. Nice. All in all, a great example of how, with a bit of thought, you can stretch a brand with a well defined but maybe limited / business-focused expertise into very different areas, and completely redefine it as a consumer proposition in the process. Like to comment ? (top)
19th Nov 2004 - Re-imaging Ronald All the signs say that, as a brand icon, Ronald McDonald has breathed his last (at least for the time being). Obviously, this will come as a relief for all those out there who are clown phobic (coulrophobia if you're interested). Whether this is enough to persuade everyone to rediscover Big Macs is another matter. Also, I'm not sure that just sticking young super model types in Ronald's clothes (what's happening in Japan) is the answer to McDs brand icon issue (click to see the ads).
If anything this is maybe more disturbing than the old clown himself! Like to comment ? (top)
17th Nov 2004 - The death of American brands and the myth of global acceptance There's been much written recently about the downturn in American brands during the Bush era, particularly post-Iraq. A solution suggested by some marketing commentators (rather ostrich-like I feel), is that all these brands need to do is reinvent themselves as "Citizens of the World" ™ ®. Oh, if only life were so simply (and people so gullible). The fact that many of these brands are big global players is not the same as being one with the world (no matter what the ads might say). It's often part of the problem. And the fact that many US businesses can't see this only makes matters worse for people elsewhere. It's like putting on a pair of comedy glasses and expecting people to think you're a different person. It just doesn't wash. But it also presupposes that big and global = good, which isn't necessarily the case. This is shown starkly by the latest data from Harris Interactive's annual brand reputation study. Of 60 big names (the list differs by country), only 2 from the US (Microsoft and McDonalds) appear in the top 15 for the UK, France and Germany. And though their awareness is high, they're not necessarily that well regarded. Now, before I'm accused of Yank bashing, this isn't just an American disease. In each country all the most highly regarded brands and businesses are local (click here for details). It just goes to show that you can bully your way to (global) success, but it doesn't mean people will like you. Which I guess is what they also say about America. Like to comment ? (top)
12th Nov 2004 - Power to the people Disappointed with the US election results? Think how it feels if you live there, and were one of the 49% who didn't vote for Bush (and that's just counting those who turned out). But they would like to apologise to the rest of us any way, as Sorry Everybody shows.
Now, it has to be said that my sympathies are 100% with them. But politics aside, this is a brilliant example of viral marketing and word of mouth power. It's something all brands should learn from - identify your community of interest and give them something to talk about. That might be you (which could be seen as a little narcissistic). Or you could simply be the facilitator of their interactions. Either way, it makes you part of the community rather than an outsider speaking into it. Like to comment ? (top)
10th Nov 2004 - Old sports shoes never die I know Nike comes in for a lot of criticism. But they also do loads of cool stuff as well. Case in point, their Reuse-A-Shoe programme, which has just arrived in the UK.
The idea? Rather than throw your old trainers away, have them turned into local community sports surfaces. So far, over 15m pairs have been recycled to produce over 150 playing surfaces. That's cool recycling. And as they say, any brand will do! Like to comment ? (top)
The Jones Soda Co. is up there with Innocent in the fight to be the coolest soft drinks company in the world.
It doesn't have a celebrity spokesperson. There's no theme song, or massive marketing budget, or shiny new commercial. What they do have is a brand completely integrated into the lives of their consumers. Founder Peter van Stolk wanted to create a brand that people could support; something they could feel part it. So, for example, all Jones bottles feature label photos submitted by its fans (you can even order a 12 pack if you're worried about not finding your particular design down the supermarket).
And its flavours are designed to engage as well. Who couldn't fall for Chocolate Fudge, Blue Bubblegum, D'Peach Mode and Strawberry Manilow. Even the Thanksgiving special of Turkey and Gravy soda may not have tasted great, but at least it got people talking! Jones was also one of the first companies to sponsor skateboarding legend Tony Hawk and other alternative sports athletes. Plus, they have started an independent music site that allows unsigned bands to have their music posted and downloaded. It all feels spot on for the kind of brands people want today (see: truth is the new lies, a recipe for great brands). As they say: "the wind is just coming into our sails. We are the little company people want to see succeed"! Like to comment ? (top)
John Griffiths over at Planning Above and Beyond gave a presentation to the APG the other month on all things digital. In it he suggested that a website is just about the best form of self promotion there is. Well, 2 months in, he seems to have a point, as I'm presently surprised by the numbers so far…
Anyway, from little acorns, big trees grow. So thanks for your support! Like to comment ? (top)
1st Nov 2004 - Waste not want not You've got a sandwich shop. You've made all your sandwiches. You're left with all the ends of the loaves. What do you do? You could bin the lot. But that equates to wasting 10%+ of your raw materials everyday. Or, like Benjy's, you could think creatively. Cut one end in half. Fill it. Call it Big Eat. And sell in for £1.65. Genuis. Or a rip off, depending on how you look at it!
So what are you throwing away currently? And how could you reinvent this wastage as something people will actually pay for? Like to comment ? (top)
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