The Affordable Branding Blog

10 Major Branding Disasters

Thu, 17 May 2012 23:46:41 GMT

I don't know about you, but I often learn more about stuff by what went wrong; not by looking at what went right. That's why--even though there's nothing really new in this slide show--it's always an instructive exercise to see where branding took a wrong turn.

They just don't get it, do they?

Wed, 09 May 2012 12:03:46 GMT

I saw this news item the other day, and I just couldn't believe my eyes: In the past few months, Bud Light has launched higher-alcohol Bud Light Platinum, killed Bud Light Golden Wheat and debuted Bud Light Lime "Lime-A-Rita," a margarita-flavored malt beverage in a can. My associate, Scott, says: Where do you even start? It's one blunder after another in their search for the next big brand. And in the process they're slaughtering the brand goose that would've laid golden eggs indefinitely. The Law of Line Extensions: There's an irresistible pressure to extend the equity of the brand. The easiest way to destroy a brand is to put its name on everything. The Law of Success: Success often leads to arrogance, and arrogance often to failure. When a brand becomes successful, the company assumes the name is the primary reason for its success. Actually, the brand got famous because the right marketing moves were made. The Law of Subbrands: What branding builds, subbranding can destroy.

When a Business School Rebrands

Sat, 28 Apr 2012 13:49:30 GMT

How does a well-known and respected 130-year-old brand, like Wharton, reposition itself to stay relevant? One best practice they adhered to was framing the challenge of creating a brand position with the following: 1) Does it differentiate us? 2) Is it compelling? 3) Is it credible and authentic? Read the rest at the link.

Imagine a Rolex with an LED display and a plastic wristband

Thu, 26 Apr 2012 23:35:28 GMT

Ya know, when you know very clearly what something is not, it means you also know very clearly what it is. So when I saw this story about a Lambourghini with four seats, I about went through the sunroof. I mean, imagine a Harley without the noise, or a low-end Gucci bag from Walmart. It does not compute. A Lambourghini is the ultimate high-performance sports car, not a grocery-getter. And it never will be.

Three Questions You Must Ask Before You Rebrand Your Business

Fri, 20 Apr 2012 00:12:09 GMT

Business2Community.com says if you're thinking about a business rebrand, you probably have more questions than answers right now. After all, a rebrand can have a big impact on your company. So it's essential to start by asking three important questions...

Larry, the Quaker Oats guy, preps for bikini season

Sat, 31 Mar 2012 14:56:05 GMT

It happens to all iconic brand mascots at some point. Look at all the makeovers Betty Crocker has endured; and remember when Woodsy Owl lost his beer belly and got all fit and donned a backpack? Now it's Larry's turn. (Who even knew that the Quaker Oats guy had a name?) But to stay relevant, contemporary, and continue to appeal to his target audience, Larry got the re-brand treatment: he visited the spa, got a haircut, lost the double chin, and is now placed against a well-done emblematic shield device with handsome typography. I would call this a win.

An iconic brand--Band-Aid--get a logo makeover

Thu, 29 Mar 2012 23:55:56 GMT

The designer calls it “a bolder, more distinctive look that better stands out on drugstore shelves." It's such a subtle change, it makes you wonder how much Johnson & Johnson spent on this re-brand. I'll hold my judgement until I walk the aisles of my local Walgreens or CVS and see the revised packaging for myself. What say you?

14 Companies That Reversed Their Horrible Attempts At Rebranding

Mon, 26 Mar 2012 23:31:34 GMT

Business Insider has a fun piece about the hazards of rebranding in the face of customer--or industry--outcry. Rebranding is a tricky business for any company, and yet in many cases change is inevitable if brands want to grow. Read it at the link:

Is Kraft by any other name still Kraft?

Sun, 25 Mar 2012 20:22:06 GMT

Don't let anyone tell you that your company or product name is not important. Can you imagine if Google had been named Impressive Search Engine Capabilities, Inc.? The latest media buzz is about Kraft's decision to spin off its snack foods division and call it Mondelez. How would you say it? First rule of naming: Your customers and prospects should be able to easily pronounce your name. What other rules of naming did Kraft break here? Read the story at the link.

Brand Focus

Thu, 22 Mar 2012 00:29:31 GMT

Brand focus is a critical component in building your brand. Strong brands have one big (major) point. Weak brands are a collection of small (minor) points tied together.

Starbucks brilliance or another misstep?

Wed, 21 Mar 2012 23:25:56 GMT

What is Starbucks Corp. anyway? A chain of cafes or maybe a juicery, a coffee-machine maker or an alcohol-serving bar? Adding to the identity crisis, the Seattle giant told shareholders Wednesday it would add energy-drink producer to that list. The LA Times has the story here...

Pepsi takes the "mushy middle" award...again

Wed, 14 Mar 2012 22:37:52 GMT

The "mushy middle" is the place you don't want your business to be. Whether it's pricing or calories, consumers are confused by "in between" value propositions. So Pepsi is trying the mid-calorie thing again. My associate, Scott, says: So it has fewer calories than Pepsi but more calories than Pepsi One? You know, I could vaguely understand this approach if it was part of a unified product rollout in the same manner that automobile manufactures offer good, better, best model tiers like LE, XL, and XLE. Then you could sample all three variations and pick the one you like best based on taste and calories. I'm not even sure that would work, but at least it's a reasonable strategy to test. The only one who's going to benefit from this rollout on the other hand is the agency billing for the whole fiasco.

A foam-headed brand move by Miller

Tue, 13 Mar 2012 23:58:30 GMT

A rose by any other name...is still a low-cal beer from Miller. Miller64, their rebuttal to Budweiser's Select 55, is dropping its attachment to the Genuine Draft sub-brand in hopes that customers will suddenly have a reason to prefer this beer over...what? Miller Lite's 96 calories? This brand move is all head.

Why Johnny Can't Brand: Rediscovering the lost art of the Big Idea

Tue, 13 Mar 2012 00:58:14 GMT

I recently finished another branding book, and while I went into this volume not expecting much, I was pleasantly surprised by the pragmatic presentation and a number of "a-ha" moments that brought me additional clarity and resolve to help my own clients. A quick read, Why Johnny Can't Brand is worth your time. Check it out!

Diluting the brand by extending the line in search of growth

Wed, 07 Mar 2012 00:35:16 GMT

Keep hitting yourself in the head with a hammer, because it will feel so good when you stop...

Brands that show the love

Sun, 26 Feb 2012 15:58:24 GMT

Brand affection, which isn’t necessarily reflected in sales volume, is measured and shows that Southwest Airlines, Google and Dove are big winners. Read more at the link:

The Worst of Rebranding

Wed, 22 Feb 2012 00:28:39 GMT

Everyone is a Monday Morning quarterback, and while these types of lists typically come out around the new year, this one is a good compilation of some highly-publicized branding disasters. We all like to laugh at other people's pain, but there are some good object lessons in this rundown.

Branding and Sincerity

Sun, 19 Feb 2012 22:11:15 GMT

The foundation of business’ true character is in its sincerity

Overwhelming Competition

Sun, 19 Feb 2012 17:53:25 GMT

When the competition seems overwhelming, pick a target audience

True Love. What does it take to get a customer to love your brand?

Thu, 16 Feb 2012 01:21:57 GMT

According to a survey of 1,000 people conducted by New York-based brand agency CBX, Apple is the brand they "love the most," followed by Sony, Coca-Cola, Nike and Pepsi/Mountain Dew. The reasons listed for loving those companies ranged from "innovative" (Apple) to "reliable and dependable" (Sony) and "great/good taste" (Coca-Cola). Read more at the link.

The "Visual Hammer" a simple, but critical concept

Wed, 08 Feb 2012 00:52:36 GMT

I love Laura Ries. Check out this compelling video about her new book, wherein she introduces the concept of a visual hammer to drive home a positioning idea. When it comes to branding, she knows her stuff.

It's not (all) about the bad logo: JCPenny rebrands

Sat, 04 Feb 2012 20:57:17 GMT

A week or so back, JCPenny reveled its new logo, a riff on the American flag. My opinion? Yuck. It's clunky and awkward and looks more like a treatment than a mark with staying power. Furthermore, the font they chose for the lower case jcp is indistinctive and already looks dated. But the problem isn't the logo; it's the message. JCPenny is trying to convince consumers of too many things: "Fair and square pricing" (hence the square logo); patriotism (hence the pseudo flag symbology); and "In Praise of Fresh Air" are just some of the themes jcp wants us to connect with a find relevant. And I STILL don't know why I would shop at Penny's over any other department store... Decide for yourself.

Can naming be used as a primary point of differentiation?

Sat, 04 Feb 2012 19:02:24 GMT

I have mixed feelings. Sure, a wine called Fat Bastard or Sassy Bitch will grab attention, build buzz, and may elicit trial. But is grab-you-by-the-lapels naming really a strategy for sustainable brand differentiation? The NY Times article at the link has more. What do you think?

Copyright and Trademark Myths Debunked

Sat, 21 Jan 2012 17:11:44 GMT

The Graphic Artists Guild offers one of their most popular white papers, Copyright Basics and Common Misconceptions Debunked, for free download. If you're developing a new logo or trademark, you should check this out first.

Ideal-driven brands are fastest-growing

Thu, 19 Jan 2012 00:52:37 GMT

What’s the common denominator across the 50 brands showing the fastest growth both in depth of customer relationships and financial value between 2000 and 2010?

SO disappointed in Axe

Tue, 17 Jan 2012 00:31:00 GMT

Over the years, Axe has nailed its simple, but effective value proposition. Like it or not, the positioning of the body wash and spray line for young men has been: Use axe and get chicks. And they've nailed their strategy time and again in their advertising. Unapologetically. But they just blew it. They fell for the classic branding blunder of trying to extend their name where it doesn't belong. Unilver just unveiled a new body wash for women, which would have been fine if they called it simply Anarchy. But they couldn't help themselves. They though SO much of the name Axe, that they believe it can be extended to also include a women's line called Axe Anarchy. Use Axe and get chicks. I mean, use Axe and get dudes. My mind is already confused. Tsk tsk.

The Hidden Meaning in Well-Known Logos

Tue, 17 Jan 2012 00:17:09 GMT

Maybe you've seen some of these before, but a few of these were news to me, so enjoy!

New Logo Designs for 2011

Mon, 02 Jan 2012 15:49:19 GMT

The What's Outt blog highlights some of the re-designs that made headlines in 2011. Do you have faves? Dogs?

Worst Brand Identities for 2011

Tue, 20 Dec 2011 13:26:44 GMT

The "Brand New" blog, a division of Under Consideration, has listed their worst brand makeovers of 2011. Take a look and see if you agree.

The First Cologne for Married Men

Mon, 19 Dec 2011 13:09:54 GMT

I saw an ad the other day touting a new fragrance for men. But not just men. Married men. The thesis is that it's harder to keep a girl than to find her; so this cologne was "extra strength" because you need strength to make a marriage work. I was reminded of the Ries and Ries wisdom from the book War in the Boardroom: A brand has a better chance of cutting through the clutter if it's first. • First in a new category
• First with a new technology
• First in a segment of the day
• First in a segment of a category
• First to claim a new attribute
• First to be endorsed with an influential third party
• First to be imported from a country identified with the category Tons more ways to differentiate at the link.

Broken Promises: When the Brand Pledge is Shattered

Mon, 28 Nov 2011 23:34:03 GMT

When I say "Maytag", you say "dependable." Or at least you did. What would you say about Maytag today? Word on the street is that Maytag isn’t even Maytag anymore. It was sold or acquired or something. And that's exactly the problem. To the end-user consumer, it doesn't matter what the corporate history of the brand is--whether it was taken over by Chinese investors or just fell into disrepair. Consumers only care about one thing: your brand promise. Consumers were promised--over the years--that Maytag is a dependable brand. But that's no longer the case. The promise has been broken. Dependability was the brand pledge conveyed to us through "Ol' Lonely", the bored-as-dirt Maytag repairman who never had to make a house call to fix a Maytag washer or dryer. Spanning decades--and generations--the lonely repairman persona was our daily reminder that Maytag is a dependable appliance brand. But higher labor costs and complaints over Maytag product quality and service influenced a decline in Maytag sales and profit margins. By 2004, the Maytag repairman character had become to some consumers a symbol of misplaced trust in aging marketing campaigns. As one commentator noted, "Unfortunately things change, and, after some major quality hiccups, now it's the Maytag salesman who is bemoaning his loneliness. Maytag's reputation has plunged to the bottom with costly consumer class action lawsuits and numerous quality complaints."

Where does RadioShack go from here?

Sat, 26 Nov 2011 15:07:32 GMT

RadioShack makes a great study in brand relevance. I knew kids in high school who would go to RadioShack because it was the only place they could get all kinds of weird fuses, diodes, solar-powered lights, relays, and cool do-it-yourself hobby kits. And the sales person was always some gangly weirdo who knew everything from radio controlled cars to the right batteries for some obscure device. But RadioShack has clearly lost its way. So where do they go from here? That's anybody's guess. It may be the satirical news organization, The Onion, who got it right back in April 2007, when they wrote: "Despite having been on the job for nine months, RadioShack CEO Julian Day said Monday that he still has 'no idea' how the home electronics store manages to stay open. 'There must be some sort of business model that enables this company to make money, but I'll be damned if I know what it is,' Day said. 'You wouldn't think that people still buy enough strobe lights and extension cords to support an entire nationwide chain, but I guess they must, or I wouldn't have this desk to sit behind all day.' " My associate, Scott, has this to say: That's so sadly true. But you know, Radio Shack had a chance to be the aspirational home of electronics geeks everywhere. If RadioShack would have embraced that "geek chic," they could've created a brand worth loving. But who loves RadioShack now? More about brand relevance at the link.

If you have to tell people how to say your name…

Sat, 19 Nov 2011 17:36:21 GMT

Then it's probably not a good name. Came across this item in a press release the other day: "Founded in 2000, Xlear, Inc. (pronounced "clear") is recognized as one of the leading manufacturers of xylitol products…" Hmmm. I would have never guessed at "clear" and I likely won't recall the name either. When the only thing people ever talk about is how to pronounce their name--and not what the company does--that's a red flag. As my associate, Scott, says: "The name becomes like spinach in their teeth, making everyone focus on that one thing to the detriment of the rest of the company." More on successful naming at the link.

Budweiser Violating The Law of Extensions...Again

Tue, 15 Nov 2011 22:22:10 GMT

Another case of Budweiser violating The Law of Extensions: The easiest way to destroy a brand is to put its name on everything. Bud Light Platinum from the beer labs of Anheuser-Busch InBev is a bit like the beer version of the technologically advanced engine. But instead of higher power with better fuel efficiency, the Budweiser product delivers more buzz with fewer calories than regular Budweiser. The product, which hits stores early next year, will have 6% alcohol by volume and 137 calories. Coke did the exact same thing with Coca-Cola Vanilla Zero. The thinking goes that if one brand attribute is good, combining multiple brand attributes must be great. So we may eventually see Bud Light Platinum Clear Lime Select.

How strong is your brand?

Sat, 12 Nov 2011 19:32:37 GMT

While there are many ways to measure a brand's equity and awareness in the marketplace, I came across this fun study in brand minimalism the other day, and was reminded that one way to judge the strength of a brand is to see how drastically you can minimize its various attributes and still recognize it. Of course, the name is the giveaway, but as you look at the examples of brand minimalism at the link, think about how shape, color, context, packaging, and other non-name attributes support the identification of the brand. My associated Scott was reminded that it also brings to light the potential dangers of rebranding. Remember the Tropicana fiasco from recent history? The ubiquitous straw-sticking-out-of-the-orange was such an iconic image for the brand, that when they updated the packaging to a cleaner, more contemporary look and feel, consumers revolted and Tropicana was forced to switch back.

Is there room left for brand differentiation in the pizza space?

Wed, 02 Nov 2011 00:29:44 GMT

In a word: Yes! The spots at the link are nice examples of positioning in the overcrowded pizza arena. They have a great tagline that supports the promise of "authentic Italian." They present a compelling and relevant point of differentiation. The only thing I question is the name. I mean, how many pizza places are out there that use a name like Marco's (or Luigi's or Angelo's or Tony's, etc.)? My associate, Scott, agrees: Great example of a position that's "the truth well told." But you're right about the name. Every mom and pop pizza joint is named after some Italian guy. They should have zagged and named it after the region in Italy he's from to further differentiate the brand and reinforce that the owner is not just some Midwestern guy. Abruzzo Pizza. Veneto Pizza. Whatever. And then play it up in ads, interior decor, on placemats, etc. Still, the guy's on the right track.

What makes a brand so cool?

Tue, 01 Nov 2011 01:02:03 GMT

It's a mysterious alchemy of factors that elevate a brand to cool status. And, of course, coolness is in the eye of the beholder. But Coolbrands from the UK has been canvassing the opinions of experts and consumers to produce a barometer of Britain’s coolest brands, people, and places for the past ten years. Each brand featured has qualified for inclusion based on the collective opinions of the Expert Council and more than 2,000 members of the British public. Check out the full list at the link.

DieHard, Kenmore: Strong Brands. Weak Sears.

Thu, 27 Oct 2011 23:42:09 GMT

"Once upon a time, Sears was the king of retailing as well as catalog buying. Today, the catalog is gone, and the big-box stores are threatening to take away retailing as well. It sounds like a case of reposition or die. Well, the one thing Sears still has is its big brands, such as Craftsman tools, Kenmore appliances, DieHard batteries, Lands' End clothing, and others in tires and paint. Many of these brands are leaders in their respective categories. With these in the stores, the obvious repositioning strategy should be, 'Home of America's best brands.' And Sears' marketing should be more about these brands and less about the stores, beyond saying that these brands can only be found at Sears." -Jack Trout, Repositioning From Jack's crystal ball to today's headlines: See Chicago Tribune story at the link.

The Axe Brand Promise is Crystal Clear

Wed, 26 Oct 2011 00:04:51 GMT

When your brand promise is as clear and direct as "Axe attracts chicks," and you don't have to stuff in seven supporting benefits or try to appeal to eight different audiences, it's that much easier to develop creative and memorable advertising. How can the client kill the concept when it's clearly on strategy?

Rebranding the Vancouver Convention Centre

Fri, 14 Oct 2011 01:32:24 GMT

For a demonstrative case study on the power of rebranding (when it's done right), check out this before/after of the Vancouver Convention Centre. Rather than the usual literal architectural or place-themed logo, the strategy was to develop an identity system evocative of the unique feeling one experiences in the new facility. The photo-based logo prominently features the word VANCOUVER to emphasize that the brand is much more than just a facility, but reflective of the entire Vancouver experience. Nice work.

Dr. Pepper Shoots...and Misses

Mon, 10 Oct 2011 23:53:42 GMT

Check out the new Dr. Pepper 10 commercial at the link. Likely they’ll discover (like so many before them) that the place they get future diet Dr. Pepper drinkers is from Dr. Pepper itself. At best it’s a cannibalization play and they’ll muddy the meaning of Dr. Pepper and Diet Dr. Pepper. A diet drink just for men? Reasonable concept. Now, launch a new brand that can stand for macho diet beverage!

The Street Highlights 5 Branding Distasters

Mon, 10 Oct 2011 22:08:01 GMT

Starting with the latest and greatest blunder of recent note--the Netflix/Quikster fiasco--The Street describes the agony and sometimes, the eventual redemption, of brands that stumble. It's always better to learn from others' mistakes so we can avoid them for ourselves. Story at the link.

I can admit when I'm wrong

Wed, 05 Oct 2011 23:34:31 GMT

In my mind, Amazon means books. For years, the online juggernaut has passed what I call the "noun test": (Brand) = (Noun), or Amazon = Books. When CEO Jeff Bezos extended the Amazon brand into electronics, groceries, DVDs and movies, soft goods, appliances, furniture, and virtually anything you can imagine, I had images of the brand spiraling into oblivion. After the Zappos acquisition, I again scratched my head and wondered what Amazon was up to. What branding blunder would they commit next? What do they stand for now? If you’re for everyone--and sell everything--you’re really nothing for no one. (Yet I found myself continuing to purchase from Amazon because it's such an easy and painless way to shop online.) Then I bought a Kindle. I love it. Then the big news from last week: New Kindles, a Kindle Touch, and the all-new Kindle Fire tablet running the Amazon Silk browser. Wowser! Maybe there is a method in their madness. Maybe Amazon doesn't stand for books after all. Maybe Amazon is all about content (and the Kindle is how that content is delivered seamlessly and on-demand). Maybe it's not about products at all, but about the ease of online transactions. Regardless of their strategy, I like where Amazon is headed. I would consider myself an Amazon brand loyalist and while I thought they were headed to the dark side of brand obscurity, I now understand that Bezos is steering the ship in a direction that seems to make sense. By the way: I gotta get me one of those new Kindle Fires.

How a DIY Branding Workshop Can Change the Course of your Business…for the Better

Sun, 02 Oct 2011 22:58:26 GMT

As I work with small businesses all over the world, I continue to be struck by how helpful a brand strategy session can be in re-energizing an organization and its employees. In many cases, a workshop--sitting in a room for a day with a front-line team and the guidance from my DIY Branding Workshop--can help you focus, differentiate, and position your business. If you have the right tools, you CAN do it yourself. You don't need a high-priced agency or consultant. You don't even need the MONTHS that most "branding specialists" will tell you that you need. Here's what one business owner told me after conducting their brand strategy workshop: “I just had to take the time to thank you for such a great day. As the owner of three separate corporations that work together to deliver a variety of solutions to our target market, to say it’s been a challenge to “bring it all together” would be an understatement. That is…it was until your workshop. Your workshop did in one day what my staff and I had tried to do for almost two years...bring it all together. We now have what I believe to be not only the most effective positioning our company has ever had...but also the best opportunity to dominate in our marketplace.” More at the link.

"You know, the bank with the red awning"

Sat, 01 Oct 2011 17:19:11 GMT

I love a good branding baseball bat; a visual device that hits people over the head. I'm sure you can think of dozens: some are logos or icons (Starbucks' siren); some are colors (Dyson's yellow vacuums); some are people (Virgin's Sir Richard Branson). You get the idea. In an effort to really confuse its customers, Boston-based Sovereign Bank, one of the country's largest regional banks, is adopting the name of its owner Santander, the banking giant based in Spain. But the story is much more confusing than that. You see, it was first Staten Island Savings Bank, then Staten Island Bancorp, then Independence Community Bank, then Sovereign, as it came under the Boston-based bank's umbrella. The name change is part of a broader strategy for Santander to become a truly global brand. But the bank's branding baseball bat? A red awning that adorns all Santander branches. So regardless of the name, the assets in the vault, or the schizophrenic naming and musical chairs over the years, Santander is the bank with the red awning. Simple. Memorable. Differentiated. What's your business' branding baseball bat?

Target Your Core Market

Fri, 30 Sep 2011 00:53:04 GMT

Before deciding WHAT to sell, determine WHOM you’re going to sell it to. That’s the principle why you need to target your core market.

The Importance of a GREAT Name with a Promise

Fri, 30 Sep 2011 00:21:05 GMT

I was recently struck with how important naming is to the potential success of failure of a product--especially on the consumer side. Case in point: The #1 (by far) clear orthodontic dental aligner is InvisAlign. Not a great name, but the major point of differentiation (compared to conventional braces) is its invisibility. It is now a household name and is the generic (think Kleenex) of the clear aligner world. (The other big brand in this space is ClearCorrect, but that could be a brand of eye drops.) Along comes Six Month Smiles. Great name and the built-in promise of a fixed smile in just six months is very compelling and is certainly (besides price) the main pain point of patients considering ortho treatment. Six Month Smiles is quickly becoming a brand asked for by patients, and they're growing like crazy. Then there's the best product of them all. It works on the bones, not the teeth, to straighten them. The device is installed in the upper palette behind the teeth, so you can't see it. It works in as little as 12 weeks. The name: The Inman Aligner (after the inventor). It's the best-kept secret in the dental world and certainly, no patient would ever ask for it by name. Inman can MAKE its aligner brand stand for something by throwing a ton of money at it, I suppose, but Six Months Smiles says it all. It pre-announces its promise to me and all I did was read the name. More on naming at the link.

Quikflix? Netster? Stupid Branding Tricks?

Tue, 27 Sep 2011 00:14:04 GMT

Much has been made about the recent decision to split Netflix into two separate services, each catering to a different customer demand. Netflix now, ostensibly, refers to the streaming video service, which allows one to watch movies or TV shows instantly on a compatible device, while the disc delivery service is now known as, wait for it... Qwikster. This shift, while a relatively minor change in functionality and customer fulfillment, has resulted in much consumer and stock price angst, especially on the heels of the company's dark-of-the-night price increases. But there may be another reason to shake your head at this latest change--besides the rather silly name: Was it a wise branding decision? Technology has advanced very quickly in the past decade and a half, but the Netflix many people originally signed up for was for ordering DVDs that would arrive in that familiar red envelope via the postal service. For a great many consumers, the mailing service IS Netflix. Only now it's not, and although the service remains the same, right down to the color of the envelope, it no longer has the name recognition it once enjoyed. Blunder or Boast? I say blunder.

Best Branding Advice. Ever.

Mon, 19 Sep 2011 23:25:11 GMT

From Made to Stick, the brothers Heath relate this awesome branding story about Southwest Airlines: Herb Kelleher once told someone, "I can teach you the secret to running this airline in 30 seconds. This is it: We are THE low-fare airline. Once you understand that fact, you can make any decision about this company's future as well as I can. "Here's an example, he said. "Tracy from Marketing comes into your office. She says her surveys indicate that the passengers might enjoy a light entree on the Houston to Las Vegas flight. All we offer is peanuts, and she thinks a nice chicken Caesar salad would be popular. What do you say?" The person stammered for a moment, so Kelleher responded: "You say, Tracy, will adding that chicken Caesar salad make us THE low-fare airline from Houston to Las Vegas? Because if it doesn't help us become the unchallenged low-fare airliner, we're not serving any damn chicken salad."

Missed Opportunity or Tagline Tragedy?

Fri, 19 Aug 2011 22:54:41 GMT

My associate, Scott, was frustrated over Ice Breakers mints' new tagline. "It almost seems like plagiarism that Ice Breakers would create the tagline 'Perfectly Powerful Mints' after Altoids already claimed that territory with their 'Curiously Strong Mints' tagline. When I saw the ad on TV, I almost had to do a double take. If the strength/power position is clearly taken (and taken especially well by Altoids), why would they even bother going down that path? With a name like Ice Breakers, you think they could've at least tried to position the mint like Big Red did with gum: as a tool to get noticed by the opposite sex and spark up romance using your 'kissable' fresh breath. Missed opportunity." I say tagline tragedy. Especially with a sub-brand called Frost, they should have capitalized on the chill factor or created some form of linkage between the name and the promise.