—Karl Schweikart & Susan Hopp, both of 45 Degrees/Minneapolis
I bet you’ve noticed this long-time naming trend: Having the word “dog” in the names of brands that have nothing at all to do with dogs or pets or even animals. What gives?
A quick Google search of the term “black dog” turned up these
—Aaron Keller, Capsule
How do you feel when you’re being a bit indulgent? Guilty, perhaps. Sometimes it’s just something small, something you can enjoy without too much of an afterthought. The whipped cream atop your favorite coffee house (low fat) drink might be one of those treats. It is for me.
But recently I’ve noticed
Sorry, I couldn’t resist snapping this photo tonight at the local Sears appliance store:
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Could Sears be going green and saving some electricity?
Could Sears be suggesting it is ready to carefully listen to your requests and/or complaints?
Or, has Sears found a creative way to promote its sale of Ultimate Ears earphones in the
—Dave Taylor, Taylor Brand Group
Think of your favorite brands of clothing, beverages, restaurants, or insurance–any product or service you like and purchase. You could probably name two brands or more in every category in addition to competitive brands that you’ve chosen not to buy, or haven’t bothered to try. Take a little bit of
—Anthony Shore, Operative Words
Let’s be honest: There’s a lot of bullshit in branding.
It’s a pity — and it’s a threat. Because today, brand or marketing communications exuding any whiff of bull will be distrusted, discredited and derided by today’s cynical audiences.
And no audience is more cynical than the 18-34 years-olds — the Millennials — who were born into an online marketplace awash in spam, paid “user” reviews, phishing and other greedy deceptions.
These cynics can sniff out bullshit from a mile away. Actually, they’re waiting for it. And when they zero-in on the source of a communication’s stench — an exaggeration, an ambiguity, an inconsistency, nonsense, a promise too good to be true — they’ll pounce. And rather than just take their business elsewhere, they’ll take up a cause to expose and punish the bullshitting offender by urging others to boycott.
Bullshit-free branding has always been important. Today it’s important and urgent.
Because nowadays, you can’t fool any of the people any of the time.Continue Reading Does Your Branding Pass The SNIFF Test?
It’s not every day you get a chance to use that phrase in a headline. But, what may become known as the "The Cayman Kerfuffle", presents the perfect opportunity.
Would a reasonable person find these confusingly similar?
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$51,000 Blue Cayman $30 Blue Cayman
Let’s see, one is a sleek, pricey, well-engineered, high
Brands communicate with the world through a series of message delivery systems such as broadcast advertising, web sites, company representatives and product interaction. These systems utilize brand signals to communicate. While these signals commonly take the form of brand names and logos, they can also extend into sight, sound, touch, taste, smell or even action
From My Cousin Vinny:
Vinny Gambini: I object to this witness being called at this time. We’ve been given no prior notice he would testify. No discovery of any tests he’s conducted or reports he’s prepared. And as the court is aware, the defense is entitled to advance notice of all witnesses who will testify, particularly those who will give scientific evidence, so that we can properly prepare for cross-examination, as well as give the defense an opportunity to have his reports reviewed by a defense expert, who might then be in a position to contradict the veracity of his conclusions.
Judge: Mr. Gambini?
Vinny Gambini: Yes, sir?
Judge: That is a lucid, intelligent, well thought-out objection.
Vinny Gambini: Thank you, sir.
Judge: Overruled.
Not fair. That’s just how it feels sometimes.
You believe you have a sound position, a fine strategy or a winning campaign, all backed up by solid arguments. But then you’re overruled. And you’re left shaking your head and saying to yourself: “This is a winner. Why don’t they get it?”
I’m sure that’s how brand strategists and consultants, whether internal or external to an organization, feel at times when their proposals are rejected. In fact, I know that’s how they feel. I’ve been there.Continue Reading Bridging the Brand Consultant-Client Divide