B2

Back from the Dead

Mon, 19 Oct 2009 09:04:13 -0500

Two marketing events struck an emotional chord with me this week. Many brands die, day in and day out, but just as many get pulled out of the brand deathbed and are brought back to life. Nowhere is that more apparent than in the beer, wine and spirits category. College students across the country are probably rejoicing at the news about the $10 Million revitalization effort for Genesee Cream Ale. I don't know about you, but I know lots of people, including myself, who enjoyed Genny Creams in their college years. Ah yes, the glory years for me and Genesee Beer. Why? Because, it was cheap! Genesee Cream Ale owned the college crowd. In recent years, that position was usurped by Pabst. PBR's were the brand of choice for the college set. In fact, Pabst rode many years of sales growth based on the nostalgia craze. It was the ultimate fad brand. Ten million dollars buys a lot of visibility, but can Genesee Cream Ale accomplish the same results?

A New Value Equation

Fri, 09 Oct 2009 13:06:08 -0500

From an overall retail channel perspective, there has been nothing more fascinating than watching the home center and hardware retail category battle it out over the past couple of decades. It's a channel anomaly that the big boxes haven't destroyed the local hardware store entrees and offerings. I'm talking about Home Depot and Lowe's and their continual battle to crush anything in their way. In fact, they're losing their way these days.

The Circle of Life

Fri, 02 Oct 2009 08:15:39 -0500

Is it just me, or does every retail concept have a defined life cycle that gets shorter and shorter? Retailers go from red hot to irrelevant faster than ever before. No retail category is left untarnished. It is eat or be eaten. Nowhere is this more apparent than in the DVD rental category. The pace of change is staggering to watch.

The Celebrity of Wine

Wed, 23 Sep 2009 13:06:24 -0500

So many of us celebrate a special occasion or a holiday by popping a cork. A glass of wine is synonymous with good times and good food. In today's celebrity obsessed culture, wine making is now the cause celeb! Actors and actresses - old and new, hot and has been - are into wine making in a big way. The same holds true for golfers, chefs, auto racers and game show hosts. There's big money in grapes. According to the latest sales figures from 2007, celebrity wines account for 1% of the $42 million wine sales here in the U.S. It's up 17% over the previous year. Everyone is cashing in on their wine name cachet.

Marketing Redux - Topps

Tue, 15 Sep 2009 08:36:14 -0500

Baseball is truly an American institution that is enjoyed and shared from generation to generation, father to son to grandson. Who doesn't have an emotional connection with baseball?

Just Ducky

Thu, 27 Aug 2009 08:32:54 -0500

You have to admire the Aflac duck and how far the brand has come in a very short period of time. Kaplan Thaler Group deserves kudos for creating a brand mascot that isn't creepy and/or kooky. One that is fun and cool. The "Aflac" quack is part of everyday lexicon. You look forward to how they're going to execute the next spot to keep the Aflac duck fun, interesting and relevant.

A Real Find

Tue, 18 Aug 2009 15:18:52 -0500

August 18th is the day I've been looking forward to for a couple of months. Author Joseph Finder's newest book, Vanished, is being released today. You can be sure I'll be at Barnes and Noble picking up a copy.

Let's All Go to the Shack

Thu, 13 Aug 2009 09:30:04 -0500

Who doesn't have an affinity for one type of shack or another? The B-52s made it famous with their signature tune, Love Shack; restaurateur Danny Meyer with his upscale burger joint, Shake Shack, and noted New England Chef Jasper White with his chain of Summer Shack restaurants throughout New England. There's something about a shack that's romantic, intriguing and inviting. There's even the lovable Shaquille O'Neal, better known to everyone as "Shaq." The man of many nicknames, all given to him by himself. You've got to love someone who nicknames himself. Anything "shack" exudes a sense of coolness and the spirit of being alive. That's why it has been so fascinating to watch the recent developments with the rebranding of RadioShack.

If It's Summer, You Must Be Thirsty

Fri, 31 Jul 2009 11:15:06 -0500

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.

Stealth Brands

Thu, 16 Jul 2009 09:31:15 -0500

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.

Creepy and Kooky

Thu, 09 Jul 2009 15:29:39 -0500

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.

Good Community Works

Wed, 01 Jul 2009 10:22:56 -0500

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.

The Day the Music Died

Tue, 23 Jun 2009 10:52:21 -0500

Last week marked a milestone event as reported in the New York Times - the death of the mega retail music outlet, one of the last giants. Virgin Megastore closed its doors for good on Sunday. It's an example of another channel concept heading off to the channel graveyard, and iTunes has been the killer in this category. One brand has single handedly changed the way the purchase of music is being played out today.

Game Changing in a Changing Category

Mon, 08 Jun 2009 08:36:17 -0500

It's tough to find any category that has undergone more change in the past decade than personal insurance. Evolution is the operative word as carriers struggle to maintain and grow share. At one time the category was owned lock, stock and barrel by insurance agents - the trusted resource you turned to for quotes, claims and anything else that had to do with an insurance-based brand. Agents ruled the day. Insurance carriers worried about making sure that they were in close conversation with their selling partners. It was all about managing their brand in channel so that the channel didn't manage the brand. The insurance agents made big money and made sure that insurance carriers were beholden to them. The ultimate position of strength. That's surely not the case today.

It's a Number's Game - Death of B-to-B Print

Tue, 02 Jun 2009 15:46:18 -0500

Today's btobonline newsletter brought some sobering news to anyone in the business to business world. According to the latest Business Information Network figures released by American Business Media, ad pages declined 33.06% in March 2009 compared with March 2008. Pages are off 29.70% for the first quarter of 09 vs. 08.