For many, summer is the quintessential time to enjoy beer. Nothing tastes better than a cold beer on a hot afternoon. After working in the yard, playing ball or being involved in any outdoor activities, a tall, frosty one just seems so right. It's the adult version of lemonade.
Every so often a brand strategy intrigues me and motivates me to investigate it deeper. Such has been the case a couple of times over the past week where things in the branding world just don't seem to appear right at face value. Some thought and some digital investigation has proved this hypothesis right.
Is it just me or are brand icons and mascot type influences all weird and off-putting today? Once upon a time advertising logo icons were friendly and happy. Perhaps it was because it was a simpler time. Everyone has fond memories of Tony the Tiger, Snap, Crackle and Pop, Charlie the Tuna, Count Chocula and Frankenberry. The list goes on and on. There truly is a priceless MasterCard commercial that features all of these great icons; from Chef Boyardee to the Jolly Green Giant to Charlie to the Vlasic pickle guy. It's a great spot and recalls fond memories. There's no questioning the emotional attachment you had with these iconic figures and the products they represented. In fact, many of them are in the Advertising Hall of Fame. It speaks volumes about their effectiveness, impact and longevity.
It is one thing to talk the talk, but how many truly walk the walk, especially in today's turbulent economic times? When so many companies have cut and or severely curtailed their community giving and program involvement, it is refreshing to see companies like the Travelers step up and make a difference in the community when times are tough. Last week, the Travelers Championship was a testament to how companies and brands should support the community where their employees work and live.
