Archive for Advertising

Logos for President!

hillary logo - CopyHere it is – the new symbol of brand Hillary. The colors are certainly predictable, even presidential and it is a good strategy that the name Clinton is played down and the name Hillary played up. What does the arrow mean?   Let’s see, moving ahead, this way, points to America, Hillary is pointing to America – ok – that works. In substance and strategy, it’s not bad, but is it presidential? Probably not, and for a brand logo there are way too many words. I would think would be enough – oh wait, that’s actually a software company … a word to Hillary’s campaign manager “Time to make a deal”.

rand logo

Ok, here is another candidate who has tossed his hat into the ring – Rand Paul. It’s certainly short and sweet and the colors are certainly bold – but are they presidential? Hmmm What is the flame all about? Are we talking about the Olympics? The flame of Liberty … the Statue of Liberty … ok – I’ll bite. It certainly is more powerful than the Hillary logo when appearing at the same size.

ted cruiz logoAnd here is another candidate logo, colors are presidential, name is large and easy to read … is that a flag in the shape of a flame? What are we saying here? Eternal America, burn the flag … no, I’m sure that’s not right. Is the 2016 necessary? Too small? For me the flag in the shape of a flame doesn’t work – just my personal opinion … and therein lies the rub. All these logos will be seen and interpreted through different eyes and political orientations.marco rubio logo

And here is yet another campaign logo with a graphic of the United States dotting the i? Um, no. That will just become a blob (or a fish) when the logo is reduced and no one will even get it. Otherwise I love the font and all those round vowel shapes are very nice graphically. I also love the way the name is separated by color so the last name is emphasized – perfect! A New American Century – now there’s an idea.

logo_jill_2016_revI’m not exactly sure who Jill Stein is – but apparently she’s running for president in 2016. This logo looks more like margarine than a political candidate … but it has a very sunny feel. *winks* I would have separated the color between the two words and used a much more serious color – but hey … it sure is different!

Are Your Employees Your Biggest Fans?


According to Forbes, in 2012 forty of the Top Companies to Work For were also the top companies in social media. Many companies are turning to their employees to help them achieve social media success via Employee Advocacy Programs. Tapping into employees’ vast array of social connections offers a company a far more diverse and broad reach than they could achieve on their own.

Employees are instrumental to social media success because:

  1. They care about the company brand and want to see the company succeed
    2. They are trusted by the public far more than the company itself
    3. Corporate messages are filtered by social media; individuals are not

Starbucks refers to its employees as ‘partners’ and they have Starbucks Partners accounts where they are encouraged to interact. The Twitter profile reads tweets for partners, about what it means to be a partner (employee). Recent tweets and retweets highlight employee and customer interaction. The company launched a campaign called Race Together, which encouraged opening a dialogue about racial diversity between Starbucks employees and its customers. The 28,000+ followers of the account were encouraged to spread the word of the new campaign across social media channels. That’s what Employee Advocacy is all about.

Are there possibly negative points to consider? Sure. The Starbucks campaign, a week after its launch, was calleda marketing fiasco that could rank right up there with ‘New Coke’, by FOX Media.

The campaign was criticized as ‘opportunistic and inappropriate’, especially after recent racially charged events and national protests about police killings of black men. Some critics disparaged the idea of opening up the topic in the few minutes a Barista should be selling drinks.

Corey duBrowa, senior V.P. of global communications, received so many inflammatory and negative tweets when the plan was announced, he deleted his Twitter account. Ouch! (It was reactivated 24 hours later). Having all employees stop referencing the failed campaign on social media is one possible problem.

Employers may be concerned about reining in negative posts and tweets. (What if your disgruntled former employee starts spewing #hate?) There’s only so much control over what’s put out there. So, how to avoid potential negativity? While you can’t empower an employee and excite him to share ideas and then censure his input, and there is a certain amount of trust that goes hand in hand with this type of outreach, employees are given guidelines, instruction and often post via portals to prevent issues from arising. Employee Captains and Social Media Leaders are also designated to coordinate and manage posts. There are steps to creating and maintaining an effective Employee Advocacy Program including: strategy, research, metrics and software. This helps ensure positive results for the employer and employees.

If a company’s employees are its “fans”, no one will be better at spreading the word, sharing “sneak peeks” and “insider info” and getting new customers. Employee Advocacy Programs utilizing hundreds, perhaps thousands, of contacts who already know and trust its employees may the best inroad to social media success that a company can take. What’s not to “like” about that?

Follow the leader: the strategy behind Influence Marketing

Tyson Christmas NuggetsTyson Foods had unprecedented sales of chicken nuggets by Christmas, selling out their stock completely in just a few weeks. This was not the result of a new print, online, or commercial campaign. Rather, it was because they decorated nuggets like Christmas cookies and shared the idea with key Mommy bloggers who then shared the images on their social networks. The decorated nuggets resulted in over eight million impressions on Twitter, Facebook, blogs and YouTube – and surpassed the company’s goal by 70%!

It’s a whole new world, with brand new targets to identify — a world where encouraging key social influencers to share experiences across social media channels is an emerging path to marketing success.

Why did marketing to the Mommy bloggers, Tweeters and Facebookers lead to such a successful campaign? Because these people directly influence the buying decisions of their followers. They are the influencers. Once key influencers are identified for a specific market, they are who brands should be marketed to. Having key influencers tout a product or service is the best way to have a brand stand out in the vast sea of digital noise.

Statistics show that when email content is distributed to an audience of millions of people, the click-through rate is half of one percent. But content sent to the top 50 influencers in a market results in a click-through rate closer to 9.5 to 10 percent.

How is this possible? Because the influencers are passionate about sharing information within their social media circles. The influencers’ goals are to be relevant in their communities, not just one of the crowd. Once a marketer can identify the influencers and provide them with desired content, the influencer will respect and build a relationship with the provider. The result: he or she will share the content with the targeted community.

Building a relationship with key influencers in old fashioned terms can be key. Instead of e-blasts and direct mail campaigns, key influencers are being courted via event invitations, phone contact and personal emails. It’s a combination of new ideas meeting traditional relationship building. According to a recent report in Forbes magazine, “targeted influencer marketing in targeted niches drives 16 times more engagement than paid or owned media”.

No wonder top marketers and brands are utilizing this powerful new marketing method. Chicken nuggets, anyone?

Keeping up with the Websters

New words are being created every day, many due to the influence of technology and social networking. Here are some fun new words that you have likely heard and used already … now sanctioned by Merriam and company.

  1. big data: data that is too large and complex for processing by traditional database management tools … as Ed Sullivan would say … it’s really, really, big
  2. catfish: someone who sets up a false personal profile on a social networking site for fraudulent or deceptive purposes … gives a bad name to a pretty good fish (Have you ever seen the reality show on MTV? Oy.)
  3. crowdfunding: soliciting financial contributions from a large number of people especially from an online community … political contributions come to mind … hmmmm
  4. fracking: injecting fluid into shale beds at high pressure in order to free up petroleum resources like oil or natural gas … not exactly a new practice … but a seriously new name that sorta sounds like what it does
  5. freegan: an activist who scavenges for free food in waste receptacles at stores and restaurants as a means of reducing consumption of resources … ok, this is a little crazy and dangerous, not to mention potentially stinky
  6. gamification: the process of adding games or gamelike elements to something to encourage participation … I confess that we have been guilty here … but who knew there was a word for it. *laughs*
  7. hashtag: a word or phrase preceded by the symbol # that classifies or categorizes the accompanying text (such as a tweet). Ahem … seems a little on the late side, Merriam, since we have been using this word for years.
  8. pho: a Vietnamese soup made of beef or chicken broth and rice noodles, herbs and a protein (Yum. I think I’d like some mo pho please.)
  9. poutine: a dish of French fries covered with brown gravy and cheese curds … this one is a heart attack waiting to happen
  10. selfie: an image of oneself taken by oneself using a cell phone especially for posting on social networks … guilty again
  11. social networking: the creation and maintenance of personal and business relationships especially online … and again
  12. steampunk: subgenre of science fiction and fantasy steampunkliterature featuring 19th century society dominated by steam-powered technology. Steampunk has developed in recent years to become a craft and lifestyle movement.
  13. turducken: a boneless chicken stuffed into a boneless duck stuffed into a boneless turkey … for those who cannot terducken 2decide and want it all (but the bones), I guess
  14. tweep: a person who uses the Twitter online message service to send and receive tweets … what?
  15. Yooper: a native or resident of the Upper Peninsula of Michigan —used as a nickname (um, why?)

Words in general fascinate me … and new word development is even more fun … and it’s easy to see how they evolve. As Cameo would say … Word up!


Political jargon …


Ok … I’m guilty. I listen to political talk radio and television way too much. Hey, I’m practically having relationships with pundits and news anchors. And goodness knows I love a rousing debate. What I also find pretty interesting is what I call politispeak … the jargon of politics. Do any of these sound familiar?

“At the end of the day
Geez… everyone seems to know what will happen at the end of the day – the proverbial “wrap-up” phrase which I find to be hilarious. Know what actually happens at the end of my day? A really good cocktail.DemocraticLogo

“The fact of the matter”
Oh this is good. What fact are they referring to exactly? This expression often precedes a diatribe from one side or the other which covers talking points and serious partisan rhetoric about that darn matter. Maybe it’s just time filler… a breath catcher, if you will.

“Fundamentally flawed”
This is a big favorite since I love alliteration and this expression says “Your idea sucks” in such a polite way.

“The American People want”
Now there is a broad brush expression if I ever heard one, and it’s one that many people use. The fact of the matter is (sorry, I couldn’t resist but this is true) we are seriously divided as to what we want … and no one side can claim to know what The American People really want unless some bipartisan legislation has a 70-80% approval rate (I highly doubt it).

“The war on …”
Apparently we are always fighting a war on or about something … women, race, taxes, religion, drugs, 16 oz soft drinks. Pick your noun and head for the bunker as a war may very well be declared on it.

“With all due respect”
This one is very entertaining and generally precedes a real clear insult to the opposing side. After all,  one can hardly say “I’m going to be disrespectful to you and your ridiculous p.o.v. right now”, so one uses the disclaimer to sugar coat the diss. Then pow!     *rolls eyes*

Does this really mean one is about to be candid or honest?

“The folks”
Ah yes, we are often referred to as folks. Is this a warm and fuzzy colloquialism for the American people? Or is it referring to commoners? Because in my world “folks” means my parents. I’m just sayin’.

Let’s see. We had the auto bailout, the bank bailout and the Mac and Mae bailout. Since when did a term associated with doing (or not doing) jail time become synonymous with government lending paid for by the taxpayers?

“Too big to fail”
This is the ever famous theory which asserts that certain corporations, particularly financial institutions, are so large and so interconnected that their failure would be disastrous to the greater economic system, and they therefore must be supported by government when they face potential failure. Oy vey.

In my view, we are currently experiencing the most polarized political debate in decades, with rhetoric on both sides of the political aisle (ah…another interesting term) at an all time fever pitch. I can only hope things will calm down so the changes that this nation so desperately needs can actually get accomplished. As “the folks” used to say, actions speak louder than words.

(Laughs … instead of cries)

Are you really a Frank Perdue?

Many companies have attempted, but few have succeeded, in making their owner, CEO or founder the face of the brand.  Frank Perdue did manage to become the face of the brand in his family chicken business … but as the story goes, he also frank perduebelieved in the power of a talented advertising agency and did his diligence when he set out to hire one.  And with that, Frank’s relationship with Scali, McCabe, Sloves began.  As told in Esquire Magazine, Ed McCabe, the copywriter who eventually made Frank famous said, “You know, Frank, I’m not even sure I want your account any more because you’re such a pain in the ass.” Unperturbed, Frank agreed with McCabe and just went right on asking questions and making comments. In the end, the iconic platform line “It takes a tough man to make a tender chicken” was introduced. By appearing in more than 200 commercials beginning in the 1970s, Frank Perdue became the face, voice and name of the chicken industry. His TV appearances created remarkable name recognition for his company, Perdue Farms. Frank Perdue died in 2005 at age 84. That year, his company achieved over $2.5 billion in sales.

BRANDS-popupDave Thomas, The founder of Wendy’s was a regular in the hamburger chain’s commercials and appeared in over 800 TV spots from 1989 until his death in 2002. Alas, they were never to reach the popularity of the 1984 spot “Where’s the beef?”

Entrepreneurs and business leaders at all stages of their company’s successes have been tempted to put themselves in the spotlight but there are some considerations on such a choice. When Men’s Warehouse changed hands there was something missing in their advertising and that was the voice of George Zimmer, the founder, whose voice was deeply connected with the brand for 25 years. “You’re going to like the way you look, I guarantee it” was not a campaign they would be able to use again without that signature voice.

Other successful CEOs and founders have been able to make this formula work, among them,  Orville Redenbacher, Roger Riney, (Scott-Trade), Charles Schwab, Lee Iacocca and famously successful, Martha Stewart.

That being said, there are many more CEOs, owners and founders that do a poor job of becoming the face of their brands. I often see local advertising for medical procedures, dental offices, law and plastic surgery practices that feature the faces of the practitioners, and I’m not at all sure what they are going for.

Becoming the “face” of a brand can work IF you have the right fit, a strong agency, a sound strategy and a reason to believe.  Not every face is ready for prime time … just sayin’.