An app by any other name is the same
According to The American Marketing Association (AMA), a brand is defined as a "name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers." Key word here = differentiation.
My job entails creating new identities for companies ... products, services, new corporations. In doing so I strive to create a moniker that stands out from the competition; a name that effectively positions the offering in a way that offers distinction and memorability.
So why is it that iPhone apps don't appear to operate under the same guidelines? I was searching for a calorie counter app the other day - type in anything related to calories, exercise or fitness and you are inundated with apps that promise to trim your waistline and increase your cardio stamina. Problem is, aside from the price and the star-based feedback, how do you tell them apart? At first glance alone, how do you differentiate?
Here are the results of my app search for 'calorie': Read more
Bar Call
Belve? Stones? The Shack?
Here’s an interesting article on the benefits and pitfalls of developing and marketing your own brand's bar call.
What's in a Nickname? In Spirits World, an Implied Relationship
What do you think? Should brands develop their own nicknames or leave it to consumers? And, what are some memorable brand nicknames that you like or dislike?
Green Brands Put to the Test
We've talked a lot about how brands are trying to add "Green" to their corporate color palette, sometimes with real, valuable initiatives and sometimes with just words. (Green: Who Can Claim It? and Greenwashing) So in honor of this Earth Day, the 40th Anniversary actually, we'd like put some of those brands to the test to "verdify" how green they really are.
Last month, SunChips introduced the world's first fully-compostable chip bag. The new bags, made of plant-based materials, should fully decompose in 14 weeks (under typical hot composting conditions). A few weeks later, Snyder's of Hanover announced it too would be using sustainable packaging (on its organic line of pretzels).
I don't have a compost pile, much less the perfectly mixed 1-2-2-2-1 “hot" compost that SunChips recommends, but I do find the random scrap of trash in my yard after trash day. Would the bags eventually decompose in my yard or on the side of the road? We plan to find out.
For our Earth Day experiment, we have staked one of these composting bags to the ground to simulate errant trash. We will photograph our progress and share the results on the blog.
Is a Band a Brand?
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According to Black Eyed Peas' frontman, will.i.am, his most definitely is. In a recent article published by The Wall Street Journal will.i.am defines his approach to corporate sponsors, "I consider us a brand. A brand always has stylized [PowerPoint] decks, from colors to fonts. Here's our demographic. Here's the reach. Here's the potential. Here's how the consumer will benefit from the collaboration." This approach has proved successful for the man who Randy Phillips, president and CEO of the concert promoter AEG Live, says could be "the best ad executive on Madison Avenue." Not only do the Black Eyed Peas (or their songs) appear in partnership with giants like Coors, Levi's, Honda, Apple, Verizon and Pepsi, but corporate sponsor "shout outs" have become a regular part of the live show. In the first half of every show will.i.am delivers a freestyle rap he creates from text messages scrolling on two large screens on-stage. The text messages are delivered by BlackBerry, the tour's primary sponsor. The band also works in the company's tagline "Love What You Do" into the seemingly impulsive monologue during the group's performance of "Where Is The Love." The Black Eyed Peas even performed a concert in Times Square for the sole purpose of promoting a new Samsung product.
For an industry of artists who have reported "it's all about the music", this band leader has been quoted as saying corporate partnerships are equally as important as music sales. What do you think? Savvy celebrity or sellout? Can a band be a brand?
Contributed by: Allison Jobes
Zoo Seeking Namers
The Louisville Zoo is seeking a name for the latest addition to its family: a baby boy giraffe. The zoo is taking submissions from now until April 25th, so get noodling on some cute entries for this little guy.
Go Forth and Add!
As we have learned from the Chevy Nova, it is important to perform an accurate linguistic screen in all markets where you intend to launch your product. As you may have heard, the Nova was not such a big hit with Spanish-speakers. Translated literally, its name means “star” but when spoken it sounds like “no va” meaning “it doesn’t go.” Oops.
Recently, PepsiCo announced that it is teaming up with Eva Longoria Parker to promote their new campaign, titled “Yo Sumo.” The campaign, inspired by this decade’s census, is to encourage Hispanics, especially the younger generation, to not only be counted numerically, but also share their experiences of how they have contributed to making a difference in the American landscape. The campaign is truly inspiring as it motivates multicultural America to participate not just be another number.
The problem here is this: Yo Sumo is translated literally as “I count,” as in, “I add numbers,” or one plus one is two. This could be interpreted as a “math is fun” campaign. It could also evoke imagery of a certain Japanese style of wrestling.
Unfortunately, the subtle nuances and double entendre of “I count” are lost in translation. Would a better phrase have been “Yo Cuento” as the translational abilities offer a broader range of meaning? Or is leaving it “Yo Sumo” okay, so long as Pepsi imbues the desired meaning? I am left to wonder if a native Spanish-speaker contributed to the brainstorming and ultimate name creation of the campaign. If that’s the case, then perhaps instilling meaning is, indeed, the intention.
No matter what, thankfully, “Yo Sumo” definitely does not mean “it doesn’t go,” so hopefully the initiative will take off!
TV Show About Jobs
Apple is an amazing brand. And in its fanatics’ mind, nothing is more on-brand than Steve Jobs. He is mysterious, smart, passionate, innovative and wears a mean black turtleneck. And, unlike other great brands’ CEOs, he is so interesting that a TV show mirroring his life is in the works. Yep, a TV show.
You may have seen the show Undercover Boss which takes strides to show the human side of CEOs of companies like White Castle, Waste Management and 7-Eleven. And other CEOs like Tony Hseih of Zappos.com have taken to Twitter to engage fans. In fact, as of today, Tony has more than 1.6 million followers. But a sitcom, now that’s a whole new level of love for (or fascination of) a CEO.
I wonder if it’s a show Jobs would watch (on his iPhone or iPad of course). Would you check it out?
3/50 Project
Have you heard about the 3/50 project? As of March 10, 2010, this project reached 50,000 Facebook fans and over one million page views. So what is it?
Project 3/50 was founded by Cinda Baxter and built on the simple premise that to build a stronger economy, we need to inspire and thank consumers for their support of independent, locally owned businesses.
Pick 3. Spend 50. Save your local economy.
3: Think of three businesses you’d miss if they disappeared, then stop in. Say hello. Pick up a little something. That’s what keeps those businesses around.
50: If just half the employed U.S. population committed $50 of their current monthly spending to locally owned, independent brick and mortar businesses, those transactions would generate more than $42.6 billion annually. Imagine what would happen if 3/4 of the poplulation did that.
It's interesting to note that for for every $100 spent with local brick and mortars, more than $68 returns to the local economy; when spent with a chain or big box, $43 returns. If spent online, unless you live in the same community as the e-tailer, nothing comes home. In an era where we're glued to our computers and technology, and large superstores make it so easy and convenient to have our goods delivered to our doorstep, this figure hit home for me. Over half of the money stays in the community when you purchase locally. That's pretty impressive ... and is just one little way you can make a difference.
The organization is currently launching the "Eat Down the Street" Campaign, challenging individuals to eat at one locally owned, independent restaurant per week—no chains or national brands. Some of my favorite places are independently owned so this is a no-brainer for me.
For more information, check out The350Project.net.
What are specific things that you are doing to support your local economy and community?
My Goodness
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For 250 years, Guinness has been refreshing thirsty beer-lovers across the world. And, on St. Patrick’s Day, no celebration is complete without this Irish legend.
To many, Guinness is so much more than a beer, it’s an experience of pure joy. Envision the Guinness experience: the request, “Guinness please;” the 119.53 second pour; the cascade; the first sip.
What was developed from humble beginnings has become one of the world’s most successful brands. Its advertising from the 1930s is considered art. Fanatics make pilgrimages to Guinness Storehouse for a pint. Its logo can be found on anything from shirts to hats to toy trucks to cufflinks. In Africa, its ads transitioned into a movie called "Critical Assignment" starring a character of its own creation called Michael Power. And, in 2007 it was estimated that 10 million glasses of Guinness were enjoyed around the world each day.
So, this St. Patty’s Day, as you enjoy a Guinness or two (if you're of legal age of course), take some time to savor a little bit of the history in your glass. Sláinte!
"May you live as long as you want and never want as long as you live." - Irish toast
Caribou Coffee gets a New Logo
Caribou Coffee is undergoing a makeover! Moving away from the ski lodge atmosphere, the new look will be less regional and more contemporary, "a fresh variation of the same elements" according to the company's website. The new brand look includes a new logo, color palette and design elements. The caribou has been reworked and now features "C" shaped antlers and a coffee bean body. In addition, the caribou in the previous logo was leaping left, whereas the caribou now leaps right, signifying the company as it heads into the future. The shield element from the original logo has been updated to a new shape, which resembles national park signage, in honor of their founders' hike in Alaska's Denali National Park that inspired the company's foundation. The more stylized, upscale logo Read more