Coke turns 125

... and their iconic "Hilltop" commercial turns 40. They've celebrated by updating the commercial and really playing up the nostalgia factor. Unfortunately, I couldn't find the new commercial online, so here's the original. I'll be sure to post the new one when I find it!

I saw the ad for the first time while watching TV with my family on the Easter weekend. My mom immediately started singing along, and afterwards my parents talked about their memories of the original commercial.

This prompted me to do a little research. The idea for the song came to Bill Backer after his flight was forced to wait in Shannon, Ireland for a heavy fog in England to lift. Many fellow passengers were furious with their accommodations, but the next day Bill saw some of the most upset passengers laughing and sharing stories together over bottles of coke and snacks. Here's some of what Bill had to say about the experience:

"I began to see the familiar words, 'Let's have a Coke,' as more than an invitation to pause for refreshment. They were actually a subtle way of saying 'Let's keep each other company for a while... So that was the basic idea: to see Coke not as it was originally designed to be --a liquid refresher -- but as a tiny bit of commonality between all peoples, a universally liked formula that would keep them company for a few minutes." 

Coke is one of my favourite brands, and is undoubtedly one of the most successful brands in the world. I think its because they are great at making memorable commercials that make people feel good. From browsing their website, I noticed they even have sections dedicated to stories, which are submissions from employees and customers, and "Coke Lore" to support their likable image.

Will Coke be around for another 125 years? No one can say for certain, but with such a strong commitment to their brand image, I'm sure it'll be around for a long time.

"Reply All"

I know this is from the Super Bowl, but I just saw it for the first time right now and can't stop laughing.

I'm pretty sure everyone has hit "reply all" by accident at least once, and immediately gotten hit by a wave of embarrassment. I've done it so many times that, when I have a really important reply, I type in the email address manually!

I love the way Bridgestone subtly showed shots of the tires (never the whole car) throughout the commercial, then tied it together at the end.

Since it is a Super Bowl commercial, its a good way to grow brand awareness, and differentiate itself from competitors. I can't think of any other tire brands at the moment, but because of this commercial, I think the Bridgestone name will stick with me in the future.

I also think this commercial helps Bridgestone gain some positive brand associations. To me, the brand now seems creative (I would never think emails could promote tires!), has a sense of humour, while still seeming reliable.

Exam Time

Its that time of year again. Time flies! I'm trying to focus my attention on school, so check back in 2 weeks!

Lost is found

I came across this video today and was reminded that, although Lost ended almost a year ago, the brand remains extremely strong.

The key to this brand strength belongs to the ability to build a strong fan base. Lost appeals to the sci-fi group (who tend to be very powerful brand supporters), but is still a survivor story that is easy for a wider audience to relate to. Because Lost established a set number of seasons early on, it gave fans something to look forward and defend.

Lost fans are pretty unique. During the "final season" of the show, I was on a co-op term. Several of my co-workers were fans of the show, and we ended up establishing an informal Lost fan group! The lunch  hour after the show aired would be spent discussing he show, and we would share links to interesting articles and theories.

Even though the complexity of the show caused some viewers to lose interest, it only made those who continued to watch more loyal. It also translates into increased DVD sales - one of my co-workers purchased every season as it became available on DVD, but still purchased the complete package for the bonus footage!

Fans are important for every brand, especially when they become brand ambassadors as in the case of Lost. Reading other peoples' opinions and discussing the show with others really enhanced the brand experience for me. Also, now that the show is over, the fans are the only ones keeping the Lost brand alive - even the ones poking fun at the ending like the ones who created the video!

Johnson's "Advertorials"

I've been seeing a lot of "Mommy Minutes" commercials lately... I think I watch too much HGTV!

These commercials feature the Mom Show host  sponsored by Johnson's, in support of babycenter.ca. I visited this website, and it is a wealth of resources for every stage of being a Mom. There are videos, pictures, articles, and fun tools like a calendar to help you track your child's development.

The website prominently states that Johnson's is a sponsor, and the articles discussing Johnson's products are clearly labelled "Advertorials", so they are not being sneaky or dishonest with the promotion.

I think this is a great alliance for Johnson's, and very well executed. In today's society, all parents want to make sure they are doing the best thing for their child. They have tons of questions, and the Internet is a great resource to find answers without risking looking foolish in front of others. One website that provides answers to most questions as well as a forum to connect with other parents is sure to get a lot of traffic, and therefore is a great place to increase brand awareness and salience.

I am not a mother, and although I may have used Johnson's products when I was a baby, I don't have any direct experience with their products that I can remember. However, seeing these commercials and visiting the website make me associate the Johnson's brand with the words caring, helpful, and trustworthy. If I were to have a child, I would definitely look to Johnson's, and I'm sure many feel the same way.

Charlie Sheen flops

A couple of weeks ago, I mentioned that Charlie Sheen's brand was on the brink of trouble. That prediction seems to have come true, as his debut performance of his "Violent Torpedo of Truth" stand up tour flopped. 

ew.com has put together a timeline of the show if you're interested, but I think they summed up the performance nicely by stating:

"Charlie Sheen unleashed his Violent Torpedo of Truth Tour on the Motor City on Saturday night before a crowd that greeted the actor with an adoring standing ovation and concluded with booing and walkouts"

Where did it all go wrong?

I think that stand up comedy was just an inappropriate brand extension for Sheen. He's used to working in a film or TV environment that's scripted, recorded, and edited. Even the recent string of interviews (the source of his now infamous one-liners) are very different from stand up.

Its very difficult to perform alone in front of a crowd for over an hour. We've seen countless actors flounder while hosting award shows (this year's Oscars is still a painful memory). It seems like Sheen was so quick to capitalize on his fame he forgot to actually create a show worth watching.

EW subsequently developed 5 ways to fix Charlie Sheen's live tour. Great tips, but I'm not sure the show is salvageable. Sheen is way too egotistical to ask for help, and even if he did, people are already starting to turn on him. This is unfortunate because most of those who have already purchased tickets are among Sheen's biggest fans.

April Fools!

As we all know, today is April Fools Day! I hope any tricks played on you were all in good fun. WestJet decided to participate in the fun with the above video.

I think this is a fun way to promote the brand's core values (cost savings). Although the video is a joke, they do provide a link to a 10% off coupon in the description on YouTube. I know some people don't like being tricked no matter how obvious the joke, so I think providing a reward like that is necessary,

It seems to be getting positive feedback. One of the comments on YouTube was:

"WestJet... You're Amazing. This is Awesome. Best airline ever..." 

It hasn't exactly gone viral, with just under 2,500 views, but I don't think it was intended to. I still think its a good joke and a great idea for the brand!

Old is in

The Cord has an article talking about how popular music today is dead. While I agree with most of the author's opinions (autotune is not music Britney Spears),  I really liked the opening line:

"As I scroll through my iTunes playlist, I easily notice how old the majority of my music is"

I definitely relate to that. I have a disappointing habit of discovering bands after they've broken up (many before I was even born). This made me realize that brand management never stops, especially for musicians. With technology, its easy to make songs, concert footage, music videos, etc. available to the masses.

But why are some bands, like the Rolling Stones, able to have huge careers spanning decades while others, like Meatloaf, go through waves of  hits and flops, while still others, like Nick Drake, only gain mass appeal posthumously?

Part of it is adaptability and creativity. Musicians have to continuously grow and change with their target audience while staying true to themselves.

But its also about being memorable and building a strong fan base. The amount of fan made videos on YouTube and groups on Facebook is amazing. Elvis was so memorable there are numerous impersonators keeping his brand alive (although this is often turned into more of a parody).

Nostalgia also plays a big factor in building strong music brands. I will always love the Spice Girls because they were such a big part of my childhood. My parents have also passed on their love of bands from their childhood, like the Beatles and the Beach Boys, to me.

Its difficult to pinpoint what will make for a successful, sustainable music career. But music is such an important part of our lives - many people define themselves by the music they like (and dislike) - so I think its interesting to look at musicians as brands.

Taste the rainbow

3 days ago, Skittles created a YouTube account and has already posted 5 videos. This is the most recent and most popular as it has already surpassed 1 million views.

I'm really impressed with how well Skittles is reaching the younger demographic - their Facebook page has over 15 million fans! I have never seen a product page receive that many likes, and I was surprised to see a few of my friends among the fans.

So why are they so successful? 

I think its because consumers never know what to expect with Skittles. I talked about this video and their TV commercial with friends, and the resounding comment was:

"How did someone come up with that?"

Skittles really seems to understand their target market. The younger generation has a short attention span - I know if a website or blog I'm interested in isn't updated daily, I lose interest immediately! People will keep looking at Skittles' Facebook page and Twitter because it is updated so frequently. They also have a big emphasis on interactivity. Their website is set up like a blog that you can contribute to. Skittles constantly asks for your opinion (love it or hate it, rainbro!). Links to social media sites follow you down the page, and you can upload funny pictures or videos to Facebook that may then be chosen for the website. Try scrolling to the bottom of the website. It automatically loads more content, which I love! I wish more websites would adopt this!

Despite Skittles' quirky creativity, they remain very consistent with their "Taste the Rainbow" message. All of the videos and commercials reference it, which helps consumers understand the message. Here are the most recent variations:

• Lick the Rainbow, Taste the Rainbow
• Reunite the Rainbow, Taste the Rainbow
• Outlive the Rainbow, Taste the Rainbow
• Ride the Rainbow, Taste the Rainbow
• Heartbreak the Rainbow, Taste the Rainbow
• Harvest the Rainbow , Taste the Rainbow

I think the real key to this campaign  is commitment. All of their different media outlets are working together to create a really strong, consistent message, and therefore they are effectively increasing brand awareness. Way to go, rainbow!

Green Washing

As written on Vitamin Water labels, green is definitely the new black. It seems like every company in the marketplace is "going green" or adding some green product extensions.

I like to think of myself as somewhat environmentally conscious. I recycle, compost, and use environmentally friendly cleaning products, but I always feel guilty about not doing more. So if I see a product that I was going to buy now has a more environmentally friendly option, I will buy the environmentally friendly version. Every little bit helps right?

I read an article that put down a lot of companies for tricking consumers into believing they are green or socially responsible. Its a bit crude, but it does raise some valid points.

I was especially upset with the Huggies "Pure and Natural" green wash. When you look at the package, it seems very appealing. Organic cotton, hypoallergenic, soft green colours... great for those who aren't quite ready to use cloth diapers but feel bad about the environmental impact of disposable diapers. I looked at a few reviews of the product online, and everyone was extremely positive. They were glad to have a "natural" alternative, found it softer than other diapers and overall were happy to make a difference.

I think that these opinions would change if they realized that the only organic cotton used in the product is on the outside, so it doesn't even touch the baby's skin!

Unfortunately, there aren't a lot of green diaper options. This initiative probably wasn't very difficult for Huggies to develop, but they are receiving huge benefits because of it, which I don't think is right.

I just find the whole "green washing" movement very frustrating. Its 2011, I think Huggies can figure out how to make a completely "natural" diaper rather than just the appearance of one.

As environmental concerns increase, governments will (hopefully) increase laws and regulations around green products and what can be called organic. When that happens, I think that the brands who have previously benefited from these shortcuts will either be in a lot of trouble or will have to make real changes.

"Anti Leafs" fans

The Toronto Maple Leafs have one of the strongest brands in the NHL despite it being 44 years since they last brought home the Stanley Cup. As a Canadian, I'm somewhat embarrassed to admit that I don't really watch hockey. I always cheer on Team Canada at the Olympics, and I'll watch the occasional game with friends (if I'm forced), but it just isn't my sport. However, I am always amazed at how, year after year, Leafs fans pick up their pride and continue rooting on the team that's let them down so many times.

I just read an article entitled "Some Torontonians Laugh at Leafs Nation" in The Toronto Star. It features quotes from people who love to hate the Leafs. My favourite is:

"I see them as a joke. You have to be over 50 to remember when the Leafs won a Cup."

What these "anti fans" don't realize is that they are actually making the Leafs brand stronger for those who do believe in it. As Patrick Hanlon writes in his book "Primalbranding":

"In order to have the yin of believers you must also have the yang of nonbelievers. The pagans. The heathens and idolaters. Part of saying who you are and what you stand for is also declaring who you are not and what you don't stand for."

A Leafs fan would never clothe their baby in a Montreal Canadiens onesie, or don another team's jersey. Once the Leafs are out for the season, diehard hockey fans may root for other teams in the playoffs, but its always half-hearted. And I've caught Leafs fans young and old wearing team t-shirts, sweatshirts, socks, and even pajamas at all times of the year. 

Leafs fans are certainly not fairweather fans. They stick by their team year after year, purchasing the branded paraphernalia and lining up to buy tickets for the games, waiting for the moment that the Leafs will succeed.

I actually think all of the negativity the Leafs get from "anti fans" encourages the real fans to continue supporting the team. Sure it is disheartening at times - the one and only game I've ever attended ended in boos and a couple of face painted fans throwing their Leafs flag on the ice - but it makes every win that much more significant. Actually, every game seems to turn into a nail biter for these fans.

Like I said before, I'm not a huge hockey fan, but this is an interesting phenomenon!

Attack ads - hurting themselves?

I was watching TV with a group of friends when this commercial came on, and it sparked a collective agreement that these attack ads are going too far.

Personally, I never like ads that put down other products. It seriously lacks creativity - anyone can hurl put downs at an opponent - and I think it makes the brand look insecure. Overall, it seems like a dirty, last ditch effort.

When I watch the above commercial, I don't really pay attention to the comments that are supposed to make me dislike Ignatieff. Instead, I wonder what the Conservatives are hiding. Why can't they promote themselves? As a voter, I want to be given reasons to vote for a party - what are they going to do to make Canada a better place? It makes me think that the Conservatives don't plan to make any changes.

It also makes wonder why the Conservatives are resorting to such a tactic - they're attacking Ignatieff because he lived in America? I know lots of Canadians who have lived in the States. I don't think that will be a deal breaker for Canadians when they head to the polls. And this isn't a new commercial (I think it launched in 2009) but its continuing to get a lot of air time on TV. Probably too much air time. Its not news, it isn't informative, and I don't think its helping the Conservative brand.

Dawn helps "clean" wildlife

I know this commercial isn't new, but recently I've seen it on TV quite often and I love it!

When I think of typical dish soap commercials, I think of those commercials where someone dips a greasy grimy plate in a sink full of soapy water and its magically clean with no scrubbing. They aren't all that believable (I only wish doing dishes was that easy!) and no brands really stand out. This commercial is different. It demonstrates how strong the product is with the oil and also how gentle it is, as they are using it directly on animals!

It also is promoting a great cause. Although as individuals we may not directly cause oil spills, we may support the companies involved, and the innocent animals affected deserve rescue.

I think this is a great way to promote the brand. I think its really well executed with the choice in music and use of subtitles over a demonstration. Dawn definitely stands out amongst the countless dish soap brands, and I personally would be willing to spend a little extra to support their cause.

Personalize your gum!

Wrigley has just launched their first ever custom packaging with My Extra. Individual consumers as well as businesses are able to log onto the website, select a theme, design the package using custom photos and colours, choose from 3 flavours, and order.

I think this is a great idea, and branding it "My Extra" makes sense. Extra gum was launched back in 1984, so it has already built up a lot of brand equity and recognition. Adding "My" quickly and easily communicates the custom aspect of the gum.

I would definitely purchase the custom packaged gum for large occasions. Its perfect for wedding or party favours, or even to announce the birth of a child because it is so unique. I also think it would have great appeal for businesses. I had a co-op term working at RIM's Certification Program, and they were always looking for unique "swag" to give away at conferences that people would actually use and remember.

The custom packaging still has the "My Extra" logo at the top, so the company will still be recognized for the product. Customers can also take their designs and share them with friends via Facebook and Twitter, which is a fun, free way to increase brand awareness.

The pricing is a little bit expensive for gum ($4.99 per pack for 5-50, $4.49 per pack for 55-100, and $3.99 per pack for orders larger than 100), but I think people will be willing to pay. The only thing I have a problem with is the minimum order quantity of 5. I understand that it probably relates to the shipping costs, but that kind of limits the occasions that this would be appropriate for. For example, I probably wouldn't give someone 5 packs of gum for their birthday! I'm also unsure why they are limiting personal orders to 500. Some people have weddings with over 500 guests, and  I feel like weddings would be a big target for this product.

I really think this is a great way to differentiate in the gum market. I feel like gum is almost a commodity nowadays; you may be able to come up with some new flavours or add some dental benefits, but prices are relatively the same and no company really stands out. It will be interesting to see how this new brand fares in the marketplace.

The power of winning

VS.

Last week was the launch of Atrium Magazine's winter edition at Laurier. To drum up excitement, we decided to hand out free Starbucks coffee with each copy. 

Although we did have a successful launch, the free coffee wasn't as big of a hit as we thought it would be. When I asked one of my friends if she'd like a cup of coffee and a magazine, she responded:

"I'll take the magazine, but I'm going to Tim Hortons... its roll up the rim time!" 

I personally do not drink coffee or tea, and I also don't play the lottery, so I couldn't believe that she was willing to pass up free coffee for such a slim chance at winning!

Later that day, I had a group meeting where a couple of people were also drinking Tim Hortons. One person complained that she was craving Starbucks, but felt that she "had" to drink Tim Hortons while the contest was on.

I think the concept behind roll up the rim is great. There are enough small prizes (like coffee or donuts) that most people win something and feel rewarded. Plus everyone knows someone (that knows someone...) who won a decent prize; for example my dad actually won the camping package a few years ago and that always seems to come up in conversation around this time of year. I've also noticed that people's win to lose ratio has become a hot topic on the social media sites I'm part of. The losses actually seem to encourage people to buy more!

Roll up the rim has really become part of the rituals associated with the brand. Though I feel it only results in a short term sales increase rather than encouraging customers to permanently switch, I also think that discontinuing the contest could seriously harm the brand.

Was going viral a "smart" move?

Jennifer Aniston goes viral for smartwater in a YouTube video that has received over 8 million views, almost 27 thousand likes, and nearly 10 thousand comments.

I like the video, and I think Jennifer is great in it. She's self deprecating, relatable and funny, and so is the video. It is quite the publicity move, as I've already talked about it with friends and discussed it in class as I'm sure many others have.

The only thing missing for me is a reason to actually buy smartwater. One of my friends absolutely loves it, and I've tried it as well and did actually like the taste. However, there wasn't much in the video that expressed the benefit of their product. Instead of Jennifer closing with:

"smartwater is the purest, best tasting water there is"

I think she could have listed actual facts about the product, as taste is really a matter of opinion. 

Is Neutrogena overusing Hayden Panettiere?

Neutrogena Skin iD ft. Hayden Panettiere from Starworks Artists on Vimeo.



Neutrogena Sonic Wave ft. Hayden Panettiere from Starworks Artists on Vimeo.

Hayden Panettiere has long been a celebrity spokesperson for Neutrogena. I was kind of shocked however, when during one commercial break I saw her in two advertisements for different products!

At first I thought they were for different companies, so I figured there must be a breach of contract or something, but I quickly realized they are both for Neutrogena.

I'm guessing that she has proven successful in previous brand campaigns, but because the two products are so different, I find it a little bit contrived. Obviously Hayden is getting paid to endorse the products, but it really seems like a money grab. In the Skin iD commercial, you don't even see Hayden using the product, nor does she claim to use it!

I think that Neutrogena would have been wiser to use a different spokesperson for one of these products. I know that Vanessa Hudgens was previously seen in commercials for the "Wave", so I'm assuming that she was not as successful as they hoped. I understand why Neutrogena would want to build on Hayden's past success, but there can be too much of a good thing!

I think this is a good lesson for all companies. Be careful how you use celebrity endorsers! Even if a celebrity has successfully increased sales and brand awareness, if you overuse them it no longer feels genuine, and that might affect your brand.

On a different note, I just want to mention how difficult it was to find these videos online! Neutrogena does not have a YouTube channel, and I only found a few videos on their website and Facebook page. I don't understand - their products are clearly targeted to a young market, why wouldn't they take advantage of these free opportunities?

Sandra's generosity

Sandra Bullock has donated $1 million to the American Red Cross in support of Japan. This is the largest celebrity donation the Red Cross has received so far, according to the article I read.

Being generous is nothing new for the star. In 2010 Sandra donated $1 million for Haiti relief and adopted a son from New Orleans.

Despite earning big headlines for charity work, it still feels very genuine. I think Sandra has been very successful in cultivating a positive public image, and it must take some work. She is very rarely in the tabloids for her personal life, although she has been famous for many years. I'll admit to being a follower of celebrity gossip blogs, and I feel like the only times I see her pictured are when she is on set, attending an event, or supporting some kind of charity event. Even when the public went wild with rumours about her husband, everyone assumed that Sandra was innocent.

Regardless of what Sandra is really like in person, her public persona is kind, giving, and down-to-earth, and I think that's part of what makes her such a big draw at the box office.

Connect the dots with OnStar

OnStar has launched a new "connect the dots" campaign to boost brand awareness in an increasingly competitive market. Customers who have the hardware installed in their vehicles need only push the button to receive a free year of service and get a chance to win one of 10 new GM vehicles (with OnStar installed of course).

I think it sounds like a great idea. A year is a decent amount of time to let customers try the service out, and a car is obviously a complimentary product. If I were to win a free car, I might splurge on OnStar after the free period lapsed just because it didn't cost me anything.

However, I don't think they are doing a very good job of communicating their message. The first commercial left me somewhat confused - it says no purchase necessary, but how would you have a blue button to push if you're not a customer? It also doesn't provide any information about the service. The second commercial was much more informative. It tells you what kind of situations OnStar can help you with, and then provides contest details at the end. However, it seemed pretty low-tech, which does not match with a brand that should be providing cutting edge service.

OnStar will also soon be available after market to any type of vehicle through Best Buy retailers. I'm not sure is a wise decision - I think it could dilute the brand if it becomes to widely available. They will also have to be careful that they are able to maintain their high quality service if their customer base increases significantly because of this.

I think OnStar will remain in the market for awhile, but I think they need to work harder to reinforce their relevance rather than use gimmicks to gain short-term adoption. I personally have never used OnStar and don't know anyone that does, and at this point in time I don't feel I'm missing anything. I don't think this campaign is strong enough to change how I view the brand, and I'm sure others feel the same.

Sorry, Charlie

Charlie Sheen seems to be everywhere these days. Whether you love him, hate him, or couldn't care less what outrageous comment he just made on some talk show, you really can't avoid him.

Or so I thought. Free Art & Technology have come up with a browser blocker to remove Charlie Sheen from your Internet browsing. I haven't tried it yet, but it is tempting!

I think Charlie's brand is in a really dangerous position right now. He may be more famous than ever, but it isn't sustainable, and clearly more than a few people are already sick of him.

I really don't believe the saying "there's no such thing as bad publicity". Managing publicity is very important for all brands in the public eye. This amount of media attention is not sustainable for Charlie, and it could very well backfire on his career. His crazy stunts may make for a great news story, but it will not be attractive to studio producers. I also think it could get to the point where the public loses interest.

With celebrities, its easy to think only of their public image, but we have to remember that they are people too. Despite how sick I am of hearing about Charlie Sheen, I hope that he gets his life together and gets some help.

Transporting a message

I saw this truck in traffic, and although you can't see it in this picture, it had a message on the back which read:

"At Schneiders we care
Please don't drink and drive"

I like the message. It isn't specifically plugging any charities they support or trying to get you to buy their product; it just gives you the feeling that the company is genuinely caring. This is an issue they should care about, as I'm sure they employ many truck drivers that could be affected by drunk driving, so it makes sense for them to highlight.

The truck is also very simple. It merely shows the logo and slogan along with their company colours. I think it really reinforces Schneiders brand image, which I see as letting the quality of their product speak for itself.

I never really thought of this before, but with all the time people spend in their cars, trucks can and should be utilized to reinforce brand images. It is important to consider what messages to display, and ensure that truck drivers are also representing the brand in a positive light.

Amanda Seyfried the singer?

I just watched this video (YouTube won't let the embedded version play on this blog!) of Amanda Seyfried singing her version of "L'il Red Riding Hood" and I was pleasantly surprised - I didn't know she could sing. When I looked at her profile on IMDB, I was even more surprised to find that she has actually received classical opera and Broadway voice training.

It seems like every young actress is either attempting to launch a singing career or a new fragrance, but this feels a little bit more authentic than the usual publicity stunt. This isn't the typical auto-tune creation or robotic sounding Paris Hilton-esque single I've come to expect. Its very simple; just Amanda and her guitar with a piano and perhaps some other instruments.

I think this actually fits very well with her brand image. Despite having some questionable acting parts (Letters to Juliet is 105 minutes of my life I will never get back), I still find her to be a very likable, down-to-earth seeing actress. She seems to be very dedicated to her work, having steady parts both on TV and in film since her big break in 2004. Amanda also isn't constantly in the news or tabloids for erratic behaviour, or flooding the television with product endorsements, so it seems like she is just singing because she enjoys it.

Its also an interesting promotion for her new film Red Riding Hood. Although the video says that it is not affiliated with the film or the film's soundtrack, it was clearly chosen because of it.

I haven't heard anything about Amanda Seyfried releasing an album, so this could just be a one time thing (for now). I think she could have a singing career like Zooey Deschanel's (a little less mainstream), but Amanda may just be showing the public as well as future employers just how talented she is while promoting her latest movie.

Either way, I think its an interesting move!

Small companies take note!

With all of the hype surrounding social media, it seems that many companies in today's business world are jumping on the bandwagon without much thought or planning. In class, we discussed how social media should be part of a company's strategy, not the whole strategy, and this article I read definitely supports that thought.

"...I explain that social media is just one channel that has to integrate with else you are doing..."

I think a lot of companies make the mistake of assuming that social media is just a way to connect with consumers. Once they make a Facebook page or Twitter account, they monitor it occasionally, but don't really use it to add value. I also find many B2B companies neglect to use social networking. It was really difficult for me to find information about a few consulting firms I interviewed with for co-op, and I was actively looking. Imagine how difficult it is for consumers!

Some key social media tips for small companies include:

• Ensure you update posts frequently, and with a variety of content. Think about what kinds of material would add value for your consumers, don't just push your marketing material. For example, some companies have blogs where they comment on overall industry trends. If you don't make updates frequently, people will lose interest. There's no point in having 50 followers on Twitter if you aren't giving them any news to follow.
• Social media should be supported by a strategy, and measured by key performance indicators. You need to be aware of its effectiveness, and how to improve. 
• Advertise your social marketing through other mediums to spread the word. 

I really encourage you to read the full article for more tips!

Pepsi goes back to nature

I just read an article announcing that PepsiCo has developed an entirely plant-based bottle.

"The bottle is made from switch grass, pine bark, corn husks, and other materials. Ultimately, Pepsi plans to also use orange peels, oat hulls, potato scraps, and other leftovers from its food business"  

Coca-Cola has developed a bottle with only 30% plant materials, and admitted it would be several years before they are able to develop a 100% plant bottle.

I think this is a great innovation for the Pepsi brand. Although I consider myself a loyal Coke drinker, I also have an environmental conscience and would definitely switch to Pepsi just because of the bottle. I don't currently consider PepsiCo to be a very environmentally friendly company, but I think this could kick-start a movement to change consumer perceptions and gain brand equity.

Currently, I consider Coke to be more socially responsible, as they are very outspoken about their support of the World Wildlife Fund. However, with this innovation and the improved Sun Chips bag, I think Pepsi has the ability to surpass Coke in this sense.

However, Pepsi will need to act quickly. I'm sure Coca-Cola will increase their R&D efforts to produce a similar bottle if Pepsi is successful. If Pepsi is unable to establish other green efforts, this may not be a sustainable competitive advantage.

Overall, I'm very excited about this development both for Pepsi and for society as a whole!

Royal Relevance

The Royal Wedding obviously isn't news, but what is surprising to me is the amount of media coverage in Canada. I have lots of family in Northern Ireland, and when I visited I noticed the newspapers were full of royal stories and pictures, but here it is a lot less common.

When I logged onto the Toronto Star website, I immediately noticed the "Royal Wedding" section. It's filled with lots of fluffy stories about things like Kate Middleton's weight, which Canadian city searches Google most for information about the Royal Wedding, and comparisons to Diana and Charles' big day.

I think these stories are a little bit much, but I do think all the media hype makes this a good opportunity for the British Monarchy to revitalize their brand.

I personally feel like the monarchy has lost a lot of their relevance in today's society. The Queen is aging, they aren't as involved in politics, and I feel like I only ever see them pictured at polo matches. However, the public has really taken to William and Kate, and I think that could translate into a renewed interest in the monarchy.

They have already established Facebook, Twitter, and Flickr accounts to complement the YouTube channel and websites. I think this is a smart move. These accounts are tightly controlled  (Facebook page clearly states "... any offensive comments will be removed") but I don't think anyone would expect anything different. I think these sites provide the Royal Family with more credibility, as you are updated with events they are attending, charities they are supporting, and the general work they have to do.

It was also a smart move to create an "official" website for the wedding. Although unofficial sites seem to have more hits on Google, I know I personally would rather get the official facts and photos. It also provides a great platform to share information about the monarchy, such as the social media sites, with people who might not otherwise seek it out.

Its the little things that count

My dad recently made a phone call to do some banking with ING Direct. He also banks with TD, and is used to calling in and spending what seems like half the day on hold. He was pleasantly surprised when, upon hearing the expected wait time, he was instructed to leave his name and number in a message. They called him back in a timely fashion and he was able to go on with his day.

This is seems like such a small step for a company like ING to take, but it really made a difference! My dad was so pleased he instantly started telling friends and family about his experience. Now, instead of considering ING to be "just another bank", he seems to perceive it as better organized, more trustworthy, and "smarter" than competitors.

It's amazing how such a small thing can completely change a person's brand perception.

Advertising: there's an app for that

I just came across this video demonstrating how the new print ad from Volkswagen works. It allows you to actually test drive the vehicle using an iPhone application.

I think this is a great ad. Car advertisements are notoriously alike - for me personally, they all blend together. But this really stands out from the crowd!

It really emphasizes Volkswagen's innovation. I would have never thought a test drive would be possible in print, but they did it, so it makes me wonder what new features their cars have. I also think picking Apple as the mobile provider was a great choice as a brand alliance, as Apple is also known for their innovation and creativity.

Trump for president?

I just read an article confirming Donald Trump's is plans to seek a Republican nomination for the 2012 election.

"Trump says he has great relationships with businesses and political leaders around the world"

This idea doesn't really surprise me; the Trump brand has lent itself to television, real estate, and other ventures too numerous to count. However, I'm not sure that becoming president would be a wise brand extension.

I don't think entering politics is a good fit with his other ventures. Trump is essentially a salesman. While he may be able to sell himself as a politician, any decisions he makes in that role will be criticized publicly and will impact the public's perception of his other businesses.

I'm also unsure how qualified he is for the position. He may have international friends and political connections, but that doesn't mean he knows how to run a country. If he is unable to prove his fitness, he could tarnish his brand reputation. I know I think he's just being self-entitled - just because he's rich and famous he thinks he can be president. The public may not even take it seriously, as they may think its just another ploy for media attention.

It'll be interesting to see how this pans out...

Take an optimism break

Maxwell House has chosen to incorporate a very popular YouTube video into their commercials. I recently saw this on TV and I really like it!

The original YouTube video has over 7 million views and more than 14,000 likes, so I think Maxwell House is trying to gain some of the positive brand associations the "Jessica's 'Daily Affirmation'" video already has. I know I had already seen the video online, so I immediately recognized it when I saw the commercial.

I think this video works for the brand because it fits with their "optimism" campaign. Companies can't just choose viral videos to add to their campaign because they are popular otherwise people will not connect the two brands.

The other video in this campaign involves a positive father-son story:



Overall I think the campaign will positively affect the Maxwell House brand. I think that using a real home video and a real story gives the brand some authenticity. You don't feel like they are blatantly trying to sell you their products, but instead trying to make you smile.

Living in a branded world

While thinking about this blog, I glanced around my room and realized how surrounded I am by brands. Those pictured above are the most predominantly displayed - if I were to open up some drawers or examine my desk a bit closer, the list would multiply! 

I find the different ways brands represent themselves very interesting. Some are a defining part of the product, like the Coach purse, others are shown on the packaging like for the paper products and iPhone box... even branded bags can be re-purposed and displayed. Although I think consumers get a bit overloaded by the sheer number of branded items they have purchased, I think their presence still helps promote the brand image to both the original purchase and other potential buyers. 

Would the real Galen Weston please stand up

When searching for a PC commercial online, I came across a Galen Weston page on Facebook. When I first looked at the page, I thought it was a new marketing tool he was using - there are commercials posted, he answers customer questions, and generally promotes the Loblaws and PC brands. However, when I checked the information section, it said:

 "Sadly, this is not THE Galen Weston... merely a fan page"

 I have seen many celebrity fan pages for actors and musicians, but for a businessman? That surprised me. I suppose Galen has recently gained more of a media presence with the TV commercials, and from some of the wall posts (e.g. Elaine Guay writes "I LOVE YOU GALEN!) it does appear that he has a fan following. But could an unofficial page harm the Galen Weston brand and the other brands he is associated with?

I think it definitely could. Although the positive comments provide free promotions, there are also a lot of negative comments. Many people seem to think this IS the real Galen Weston, and are voicing their complaints about products, their employment, etc. Whoever is running this fan page is not informing them that it is not the real Galen's page; instead they are continuing the persona by occasionally responding. The lack of adequate attention to consumer issues may encourage negative brand associations.

I wonder what the actual Galen as well as the Weston and Loblaw companies think of this issue. The page has just over 1400 likes, so it may not have registered as a big enough threat on their radars. However, it is still a public page that was one of the first results when I googled "Galen Weston", so they should consider how many views it might be getting.

I also noticed there is a fake Galen Weston Twitter account. It is more obviously fake however, as the author seems to be poking fun at Galen, as his bio reads:

"Canadian billionaire; award winning sweater collection"

It's interesting that people are interested enough in Galen Weston's brand to make fake accounts. I wonder if Galen will decide to create his own Facebook page or Twitter account in the future. Clearly people want to interact with him!

Hardly anyone smokes anymore...

I read an article a while ago about the Nova Scotia government's Department of Health and Wellness's new anti-smoking campaign, which you can read here. The campaign is called "15 and falling" and refers to results from the 2009 Canadian Tobacco Usage Monitoring Survey revealing that only 15% of Canadian teens smoke. Marketing materials for this campaign include the above commercials, a website, facebook page, and museum-style artifact boxes containing smoking paraphernalia located near schools and malls.

I think this a unique and refreshing approach. I feel that campaigns showcasing the dangers of smoking have been overdone and people are becoming desensitized to their messages. I recently read that smoking kills 1,200 Americans everyday. That should shock me, but it didn't. I was actually more surprised to hear that only 15% of teens smoke!

I really like the commercials - they're funny but they still feel authentic. Also, the website is very interactive. Anyone can post videos of things they think "suck", which encourages teens to keep revisiting the website and should reinforce the message.

I did notice that comments were disabled on the YouTube videos, and the website didn't really provide any outlets to post comments or feedback. I think this is a bit of a missed opportunity, because in today's society everyone likes to express their opinions and have their voices heard in a public forum.

Overall, I think this campaign has been really well executed. I also think that it is generic enough to lend itself to Canada as a whole, not just Nova Scotia. I would like to see this happen, as the message is important and I really think that teens will take note of it. Hopefully, if the campaign continues next year, the name will have to be changed to a lower number!

A more mature Lindsay Lohan?

Lindsay Lohan has been a central figure in the media for several years now. Recently, her "alleged" thefts, court appearances, stints in rehab, and unstable relationships with her parents have gained more attention than her acting career. Throughout these various exploits, Lindsay has maintained her innocence, constantly blaming those around her, the most common scapegoat being the paparazzi.

I found this interview more refreshing. Lindsay seems like she is focused on her recovery and moving forward with her career. I particularly liked her response when asked who she would like to work with in the future:

"That's something I will be able to say when I've taken the steps I need to take to prove that I can be insurable again. I think that will come in time, where I'll be in the position to even say that because I don't think I am right now. I don't think that will be fair to just say 'Oh, this is who I want to work with' and expect that to happen. No, I have to build my way back up." 

I think Lindsay Lohan, even a year or two ago, would have been much more self-entitled and would have jumped on the opportunity to express what high caliber actors she deserves to work with. She does need to earn back trust, not only from movie producers but from the general public. Admitting responsibility is a good first step to getting back on track.

Lindsay finally seems to be realizing how much her actions have damaged her reputation as a brand. A brand mantra for her today could be "troubled, misguided celebrity" opposed to her brand mantra in 2004, which might have been "fun, young actress". She has a long way to go in changing the general perception of her brand.

Some steps I think Lindsay could take in revitalizing her image include:

• Using a more "retro" image: at the height of her acting career, her hair was red, and I think going back to the natural colour will remind people of this time. She could also try going for a more natural, youthful look with her appearance overall.
• Change her behaviour: although Lindsay said some positive things in this interview, it is hard to tell if she is really being genuine. If she doesn't want to be known for her actions in the tabloids, she should refrain from seeking out interviews or engaging in controversial behaviour like attending clubs  
• Look for ways to gain positive publicity: I think most people perceive Lindsay as very selfish. She should try to involve herself in charity work or assist with causes that show a more caring, selfless image.