This made me think about if other brands can do the same…

I took Kansas, my residence, as an example to start a discussion on LinkedIn.  After a month-long lively discussion, I concluded that branding a geography is probably harder than one may think.  First of all, no geography is homogenous.  This presents a unique challenge to branding, as it’s a discipline that is based almost entirely on consistency.  For example:  New York City – some brand it as the capital of glamour while others brand it as the capital of grime.

So, how could one brand leveraging geography?  By the product that geography produces.  Florida oranges.  Kansas beef.  Detroit automobiles.

“Imported From Detroit” is a trademark of Chrysler Group LLC.

Drawing on my previous experience with non-profit marketing, I found that the single most useful piece of marketing communication is a business card.  However, I also see so many business cards done wrong.  Why?  Because they model it off of a corporate business cards, and that doesn’t really do justice to what business cards can do. 

Why do corporations use business cards?  Corporations don’t use business cards to market themselves.  (Granted, everything does reinforce a brand.  So, a natural company better have business cards printed on recycled paper.)  At the core, corporations use business cards as a simple communication tool.  They contain only the vital information.  Rarely do you see more than name and contact information.  Sometimes, you may even see a corporate motto, but that’s pretty much the end of it.

However, for non-profits, you don’t have the luxury to use a business card so simply.  You have to make every piece work doubly hard for you.  I would recommend the following layout:

Front:  Basic logo, name, and contact information.  This is the typical business card, including information like website addresses for your organization.

Back:  Give one piece of trivia that would really get people excited, and the next time they could get involved.  This gives them the reminder to follow up when they get home.  Following up on the Complete Streets example gave earlier this week, one could easily put a trivia “Did you know” on the back.  In addition, perhaps they meet on a monthly basis every Thursday.  Use this business card as an invite.  Or, if you print business cards locally in a simple printer (on-demand printing vs. printing by the thousands), I would suggest putting upcoming events.  Use the business cards as an invitation to the events.  You’d always have business cards with you, and this may be your most powerful marketing tool for your non-profit.

This worked well for me in the past.  What do you think?  Would it work for you?

Photo credit: Jim Larson

Sometimes, the best display vehicle is simply your own products displayed dramatically. It doesn’t take special shippers. It doesn’t take special packs. It doesn’t take anything more than creativity.

This impressive display took up a large footprint within the store, and this display took full advantage of that little madness called March Madness, with which my town is completely infected  .  The front and the back of the display contain shoppable stacks of products.  With the size, this display was able to feature a variety of Coke brands in a variety of sizes.

How this awesome display came to be?  I can’t speak to the secret meetings that happened behind closed doors at Coke or Kroger (just kidding).  I do know that Coke’s direct ship system played an important part in making this happen.  A team of Coke delivery representatives descended at the store one morning.  A few hours later, the display was built.  It took no manpower from the store, which no doubt helped persuaded Kroger into taking this display design.

(I thought this display looks very impressive from every angle, so I thought I’d share.)

Let me know what you think about this display.  Also, what other creative examples of in-store displays have you seen around town?

Check out my original post on CPGBranding.com

Related articles

• 22 Examples of Supermarket Themed Display (thevisualmerchandisingblog.wordpress.com)

The test of success of any brand is if you’re still a brand name, or if you have transformed into a generic word. For Google, the word Google has transformed from a brand to a verb. So, how does a generic free paid search service support a $600+ stock price? Well, Google offers a lot more than free paid search. It’s no secret to industry watcher that Google’s business model is to dominate the World Wide Web.

Why is that important to Google? Because the more services they offer. The more information they gather. The more knowledge they have about internet users. And ultimately knowledge is power, and knowledge makes $$$. The more people use the internet, the more profitable this knowledge becomes. The more people use the internet, the more knowledge there is to know. To capture this knowledge, and ultimately the business opportunity, Google launches new services.

How does this work? You may not pay to use Google search. However, Google asks advertisers to support that service. Advertisers are willing to pay to be featured in Google search because Google has knowledge about your search. Advertisers can leverage this knowledge to maximize the impact of their ads. So, advertisers pay Google. Google search gets funding for continuous operation. You use Google search. You see an ad that was specifically target to you. You click on the ad. You buy a product making advertisers money. Advertisers pay Google. And the circle of life continues.

The latest Google service to be launched is a social coupon service, currently named Google Offers. Mashable obtained a confidential document detailing a program that’s built on a social coupon model comparable to Groupon, Living Social, or a variety of clones already exist. Google spokesperson is reported to confirm the program:

“Google is communicating with small businesses to enlist their support and participation in a test of a pre-paid offers/vouchers program. This initiative is part of an ongoing effort at Google to make new products, such as the recent Offer Ads beta, that connect businesses with customers in new ways. We do not have more details to share at this time, but will keep you posted.”

The news did not surprise industry watchers, as it came shortly after Google’s failed bid to acquire Groupon back in December.  It was reported that Groupon rejected the $6-billion offer and it’s rumored that they are entertaining the idea of an IPO.  However, with Google getting into this business category, Groupon’s future prospect is greatly hindered.

Despite being the entrenched player in the social coupon category, Groupon falls short in several areas in going against Google.  The biggest threat to Groupon is indeed Google’s business model.  Google ultimately can offer a suite of solutions and analytics.  Google can become a one-stop shop for a small business owner, making a marketing campaign easier to be executed by a small business owner.  Google is already a part of internet users’ lives, and can eventually serve up Google Offers to internet users in a variety of touchpoints.  This level of integration is probably something that Groupon is never going to match.  Therefore, it’s fairly conceivable that all else equal, a campaign with Google would be more successful than a campaign with Groupon.  Eventually, a vision of Google search tying to an ad that links to the coupon.  You Google-map a place on your mobile, and a coupon is served to your phone.  You rate a local business on the recently launched Google Places (with Hotpot), and a related coupon pops up.  However, until all that vision comes to life, Google Offer is an immediate success because it just need to place a few link on the many existing Google services people already use everyday to draw attention to this new one.  A shout out on search, picture sharing, blogs, etc.  The launch can be big and immediate.

The opportunity is endless, making it very attractive to advertisers.  In addition, Google’s strength in analytics makes this option more appealing.  One problem with these social coupons is that you cannot understand its true effectiveness.  Coupons got redeemed, but are these all deal seekers?  Did I truly engage these new triers?  Is this a one-time business?  (Sidenote: Tom Fishburne warned his readers this week against jumping on the Social Coupon Bandwagon for exactly this reason.)  Well, Google can serve up a whole suite of analytics that can help you analyze the success of the campaign.  It can also monitor noise around the internet to see the strength of word-of-mouth generated by the campaign.  Did paid search increase?  Did you get a better rating?  You can follow up with a paid search campaign that continues to raise top-of-mind awareness, and keep the engagement going with your consumers.  This makes Google not just a viable player in this market, but likely the biggest player in this market virtually immediately after the launch.

Photo Credit: by Steve Rhodes

Related articles

• After Groupon Bid, Google Pursues Coupon Service (pcworld.com)
• Google to launch Groupon competitor (cnn.com)
• What Does Google Offers Mean for Groupon? [OP-ED] (mashable.com)
• Google Launching Groupon Competitor: Google Offers (huffingtonpost.com)

Finally, AT&T is launching a response of sort to the iPhone / Verizon announcement and the T-Mobile competitive response.  Today, in my Inbox was an email with a subject heading of “AT&T is getting faster with 4G”.

The communication focused on three aspects:

1. 4G Speed:  First and foremost, AT&T reinforce their plan to launch 4G.  This is not necessarily news.  However, more aggressive efforts needs to be made on this front as competitors continue to use this as their point of advantage.  T-Mobile has launched a directed ad campaign toward the two iPhone carriers for their lack of 4G speed.
2. Coverage:  This is to continue to reinforce the fact that the AT&T network is strong.  This is part of AT&T’s continuous battle against Verizon.  Verizon has been aggressively promoting their coverage for years.  In 2009, Verizon launched a head-to-head coverage campaign against AT&T.  With the iPhone going to Verizon, it’s more important than ever for AT&T to emphasize that AT&T can offer the same coverage as Verizon.
3. Talk & Surf:  This is a new battleground for AT&T.  This is directed toward to potential iPhone users going to the Verizon Network.  Due the difference in networks, the iPhone cannot be on a call and on the web at the same time on the Verizon network.  AT&T is capitalizing on this fact to sway current / potential iPhone users to stay with AT&T or to switch to AT&T.  This point of differentiation is likely to be played up more in upcoming communications.  This is one area where AT&T is not playing catch up, but rather has a true competitive advantage.

It’s clear that AT&T has identified who and what they’re going to fight.  The question is how they’re going to build on this campaign.  A lonely email is not going to do the job.  It’d be interesting to see how the story may unfold with new radio or tv ads.

Related articles

• Will AT&T’s business go with the iPhone? (curiousmarketeer.com)
• “AT&T’s IPHONE VS. VERIZON’s IPHONE?” and related posts (palmaddict.typepad.com)
• “AT&T – Not Verizon – Is Place to Shop for iPhones” and related posts (aflcio.org)
• 16% of AT&T customers ready to jump ship for Verizon iPhone (arstechnica.com)

As I follow the Starbucks logo conversation, one particular change had evoked quite a reaction:  The removal of the words “Starbucks Coffee” from the logo.

This move invited many reactions from various marketers, branding experts, and strategists.  Some questioned the wisdom of removing the name from the logo and its effect on branding.  Others considered the flexibility offered by the removal of the category.  Some asserted that it was a bold move to remove both name and category at the same time.

Sources say that the words won’t disappear entirely.  While these words will no longer be part of the logo, they will be printed on the Starbucks cups.  This should help alleviate some of the branding concerns.  However, Starbucks had long been more than just coffee.  While it’s true that Starbucks gave birth to the premium coffee industry, Starbucks is not just a product but a brand.

Premium coffee was not just about the bean that was used.  After all, before Starbucks, there were already a cottage industry of premium coffee brewing in the city of Seattle.  Starbucks was successful because it had a vision how to deliver of that premium coffee to the masses.  That was the “Third Place” principal:  Starbucks offered you an option outside of your home and your office.  Some used this “third place” to relax, other used it for work.  Starbucks offered not just a drink, but a culture.  Over the year, Starbucks had expanded into food, merchandises, and most notably music.  Now, the trick is not to deviate too far away from it’s heart and soul – coffee.

There was another recent logo update that removed the category:  MTV.  MTV chose to remove the words “Music Television” from the logo a while back.  In addition, it offered the real estate on the logos to feature the latest reality stars.  There were quite a bit of backlash that the network had walked away from its core and moved to the latest fad.

The lesson for Starbucks is to move with caution, lest risk alienating your core.

There is another theory that the removal of the words.  On one hand, a wordless logo offers flexibility on categories.  On the other hand, a wordless logo also offers flexibility on countries.  As this photo illustrates, aboard, the Starbucks logo is overshadowed by the name itself (which are the characters.  The characters read Starbucks Coffee).  In order to build a successful brand, one must have full control of the branding and the communication hierarchy.  Removing the English name from the logo allows the company better control on how to incorporate the name into its branding in different countries.  A smart move for a company with global ambitions

So perhaps Starbucks has no intention of walking away from its core, after all.

Photo credit:  Logos via Adage.com.  ®/™ Trademarks owned by Starbucks Corporation and MTV Networks respectively.  Beijing picture by Achim Hepp.

Related articles

• Starbucks joins Nike and Apple in the big league of no-name logos (guardian.co.uk)
• Logo updates vs Logo changes (curiousmarketeer.com)
• “Starbucks gets new logo, drops Starbucks Coffee wording” and related posts (business2press.com)

As as a coffee addict, I’ve been following the conversation on the new Starbucks logo, and have been doing a quick study on logo designs in general.  Many have commented on the logo, particularly on the removal of the brand name.  As with any changes, many wanted no part of it and called for the old logo to return.

Due to the timing, many have been predicting the fate of the new Starbuck logo based on recent memory of Gap’s logo disaster.  Many are already planning the going-away of this new Starbuck logo.  However, I would say that is unlikely.

There is updating the logo for relevance.  There there is changing the logo.  The Gap incident was closer to the latter.  Gap walked away from using blue as the fundamental look and feel to white.  The little blue box in the now defunct new Gap logo was a nod to the original design, but it remained to be too far of a departure.

Some argued that the level of outcry depends on the level of brand loyalty.  I have no doubt that there is great truth in this argument.  However, one can’t possibly assert that a brand with high consumer loyalty can never updating their logo.  Many brands have done so successfully.  Pepsi for example.  Per the New Coke experiment, we all know how loyal cola drinkers are.  Nevertheless, Pepsi was able roll out their logo successfully, despite the always present dissenting opinion of a few.  Pepsi’s logo an update of the old, and not a drastic departure in design.

Considering that the siren remained to be the hero of the new Starbucks logo, and despite going one-tone, Starbucks chose to stay with the iconic green that’s be in market since 1987. I think this logo will thrive.  However, this logo update, along with those done in the past, does teach us a few more lessons on logo and branding.  Stay tuned.

Photo Credit: Starbucks logos via Starbucks.com. Gap logos via cnn.com.  Pepsi logos via bevreview.com  ®/™ Trademarks owned by Starbucks Corporation, Gap, Inc, and Pepsi, Inc respectively.

Related articles

• Starbucks changes corporate logo (marketwatch.com)
• Farewell to an old friend: The Starbucks cup of coffee. (thebrandbuilder.wordpress.com)
• New Starbucks Logo (lifeasacynic.blogspot.com)
• New Starbucks logo: Bring on the haters (money.cnn.com)

Okay, one of my guilty pleasures are reality TV shows. Of which, one of my favorites is the Dallas Cowboy Cheerleaders. I think it’s fun to see the trials and tribulations these girls have to go through trying to make the team. I’ve watched the show since its first seasons, and it’s fun to see my girls from the first season now a veteran dancing superstar now.

Another interesting evolution that I’ve observed is how the DCC organization has leveraged this show. The first season was reality shows in its purest form. It was really about making the team. Then, as the years progress, the process of making the team is reprioritized and slowing the show evolved to a celebration of the organization. It’s a necessary evolution, because how many times can you watch the same critiques “you’re not dancing right” year after year. Another change I’ve observed is how the DCC organization has leveraged this show for product placement.

A few seasons ago, they fit in quite seamlessly a lot of airtime around physical training. This lead to a brand extension into exercise videos. The videos got some prominent mentions throughout the show. This year, the show highlighted more than ever life as a cheerleader after making the team. They celebrated these girls as brand ambassadors. They celebrated these girls as dancers. They celebrated these girls as performers. They celebrated these girls as athletes. They celebrated these girls as models.

Noting that the show airs during football season, it was the ideal time to showcase the cheerleaders as models. Why? They have a calendar! This season dedicated a fair amount of airtime toward the making of the swimsuit calendar. Well, the year is ending, and a new year is about to begin. We all buy calendars, why not buy one featuring these America’s Sweethearts you’ve seen on TV and have grown to adore?

Ahh, product placement, made-to-order TV shows, show sponsorships, etc. are not the future of TV advertising. They are indeed the present.

Photo credit: Matthew Blake

Related articles

• A Timeline of Product Placement in Film and TV (clicker.com)

I have long been a fan of Starbucks. I like the coffee. I like the baked goods. I like the vibe at this “third place.” I like the convenience. I am a Starbucks snob to the point where I pride myself in knowing their lingo. “A grande PSL with soy no whip, please.”

However, I was not a big fan of VIA when it first launched, mainly because I had expected so much more from Starbucks. I had only a so-so experience with the launch promotion. Moreover, I saw so much potential with VIA than what Starbucks presented at the time.

A year later, VIA has finally lived up to my expectations, and it has been exciting to see the evolution of this brand.

They launched Iced VIA over the summer. This product filled a natural white space in coffee drinkers needs. We want ice coffee, but it’s a hassle to brew it hot only to cool it down. So, I totally saw this launch coming, and only wondered why it didn’t come sooner.

Last weekend, flavored VIA was launched. Delish! This launch exceeded my expectation. It filled yet another white space. Before, if I wanted flavored instant coffee, the only options were those of the creamy varieties. I’m lactose intolerant, so I’m not a fan of anything that’s creamy. In addition, I actually like the flavor of coffee, and I don’t want too much cream to mask it. Flavored VIA was the perfect solution. It still tastes like coffee, but with a little something extra. Completely delicious. An amazing fat free treat (for those of us who view yummy coffee as a soul-warming treat).

Execution of this launch was also flawless. Plenty of products at stores to make sure you know that flavored VIA has arrived. Free samples at store to allow you to taste the yummy deliciousness for yourself. Big displays in store to highlight the varieties.

As I’m writing this post, I’m drinking a Pumpkin Spice Latte made with soy milk and without whip cream (for those who don’t speak Starbucks lingo), sampling a cinnamon spice VIA, bringing home a pack of caramel VIA, and just generally soaking in the Starbucks vibe.

While every little thing has the potential to make a difference for a brand, some things don’t. It is the brand manager’s job to decide which is which.

My anti-virus often has pop-ups. Sometimes, it tells me that my virus definition is updated. Sometimes, it tells me that there is a problem! The other day, it told me something totally unexpected.

It told me that the official Talk Like A Pirate day was just around the corner, and it gave me the option to switch to Pirate English.

Wha….?

It was interesting enough for me to post on my Facebook. Lo and behold, one of my good friend clued me into why my anti-virus told me about Pirate English. (First, a little background, I’m referring to the Avast! Anti-Virus program.) The word “avast” is actually a pirate term!

Avast: A term commonly used by pirates and pirate wannabes. Means cease and desist.
Arr, avast lest ye want yer captain te chop off ye balls!
UrbanDictionary.com

Now, it all makes sense! Maybe…

The Pirate English pop-up certainly reinforce the name. However, the pirate heritage was never something that they invoked in their marketing. (If they did at one point, they don’t anymore. Today, their branding is very clean, modern, and tech-savvy.) So, this reference to Pirates made little sense to people like me, who knew nothing about Pirate English.

However, let’s think about this differently. I, a girl in marketing, is probably not their target market. My Facebook friend who knew all about Pirate English, a geek in technology, is probably exactly who Avast is targeting. In fact, if it weren’t for him and people like him, I would have never installed Avast on my computer.

All in all, this was a cute touch in the program. It generated enough interest for someone like me to post on Facebook, which may ultimately raise awareness of the product. So, in the end, it all comes down to costs. Brand Managers allow inside jokes in promotional details all the time. It helps reinforce the base and keep the core consumers interested and amused. As long as it didn’t cost much, it’s a nice touch to reference the pirates, even if the pirates aren’t part of their everyday branding effort.

P.S. For those of you didn’t know, today is the official Talk Like A Pirate day. If I was more talented, it would have been appropriate to have this post written in Pirate English Alas, I’m not that talented. Thanks to an online translator, I got a decent headline.

Photo credit: Stéfan Le Dû

Related articles online

• “Sunday, September 19 is International Talk Like A Pirate Day.” and related posts (weeklyworldnews.com)
• Talk Like a Pirate Day 2010 (whiteboardblog.co.uk)