BrandStand » Brand Development

Brand Development

July 1, 2010 | Lisa Wieting

An Ode to Gimmick Marketing in Honor of “Tasties” Greeting Cards

American Greeting Cards has just released its “Tasties” collection of greeting cards that include flavor strips. Simply peel and lick…the card. In honor of this recent development in greeting card marketing, I wanted to share some of my favorite (or at least most memorable) marketing gimmicks.

Pepsi goes after those looking for a clear and pure cola alternative...as well as those looking for a pop first thing in the a.m.

1. Crystal Pepsi – This came out when I was in middle school, and I admit, I completely bought into it without ever understanding the point. According to Wikipedia, Crystal Pepsi was a caffeine-free “clear alternative” to normal colas, equating clearness with purity and health. I just thought it was funny that a pop that tasted like Pepsi looked like water.

Honorable Mention: Pepsi A.M. This was marketed to those who like to drink pop in the morning. Side note: I consume at least two Diet Cokes before 9 a.m. each morning. I am the target market. I would not drink this.

2. Beer Gimmicks – Beer companies put other marketers to shame in the “Gimmick” department:

Ignore the ice running down the bottle, the blue mountains tell you this beer is cold!

A label that turns blue when cold – I don’t know what to say about this…isn’t it cold when it feels cold?

The “wide-mouth” can – I always thought this was to help you drink it faster, but after doing some research it is apparently to help ventilation…who knew?

The “light beer” race – I was someone who looked forward to Michelob Ultra launching. And then the floodgates opened. Budweiser Select 55, Miller Genuine Draft Light 64…does it matter that none of these beers has any taste anymore? Give me a Guinness.

Honorable Mention: Dos Equis’ “The Most Interesting Man in the World” campaign. Did the announcer just say, “When he punches you in the face you will have to fight the urge to thank him”? It took me four times watching this commercial to figure out what it was trying to sell. I’m pretty sure I purchased this beer after that fourth viewing.

3. Cocaine Energy Drink – Who thought this was a good idea? We can guess what went on in that brainstorm session.

Honorable Mention: Red Bull “Gives You Wings.” The commercials are a bit offbeat, but I think it works for them, as they are a quirky brand. But more importantly, I love how they have taken this “gimmick” and translated it into the world’s coolest competition – Flugtag. This “homemade, human-powered flying machine” challenge is on my bucket list.

4. Crayola – Quiz: How many times can a company sell you the exact same product? These are ALL markers in one shape or another.

A marker by any other name is just a marker...right? Not at Crayola.

Glitter Paper – Sparkle built into each fun-tastic page. Just use clear Color Wonder Markers to create colorful, shimmering masterpieces.

Color Wonder Light Up Markers – Simply connect the Color Wonder Marker into the light wand and click it. The barrels light up to identify each marker color.

Color Explosion 3-D – With just one clear marker, create images that leap from the page in cool 3-D effects.

Honorable Mention: 3D everything. My husband claims he can’t see 3D because of some vision dysfunction he “thinks” he has, yet he wants the 3D television. And he calls me a “marketer’s dream.”

2 Comments

June 23, 2010 | Jeff Cohn

Slimy brand marketing, courtesy of Spirit Airlines

I’m not sure if there’s anyone minding the brand at Spirit Airlines. If there is, they have their heads in the sand, not at 30,000 feet. We all know Spirit. They are the geniuses that brought us the “pay for carry-on” idea. They show up in the news all the time with passenger dissatisfaction, employee upheavals, and general bad PR. But their foray today into the mindset of “any PR is good PR” is unconscionable. Clearly, this is a company that has no regard for the power of brand touchpoints.

Spirit Airlines Online Ad

I am a brand strategist and have been a marketing professional for the past 25 years. I’m not sure of the last time I saw such a display of bad taste in marketing. Today, Spirit launched a campaign touting its “Check out the oil on our beaches” campaign. The campaign shows a series of beaches in locations Spirit flies to. I didn’t think it was possible to outdo BP’s lack of PR and marketing prowess. Really? Are you kidding me, Spirit Airlines?

A little research informed me that Spirit’s CEO loves shock-value marketing. CEO Ben Baldanza says Spirit has cut its marketing and distribution expenses by more than 80% during the past three years “by using edgy viral marketing.” The savings have resulted in very inexpensive fares, he says. Spirit’s advertising “may be more colorful than some,” but it isn’t “out of the norm” when compared with many retailers’ ads, Super Bowl commercials and the content of TV series, Baldanza says. Well, I think it’s time to start spending some money on a brand marketing and PR agency that can knock some sense into this inane approach to marketing.

I have to cry foul. This is, to use your terminology, out of the norm, Mr. Baldanza. It’s shameful. Offensive. And an assault to the people, like me, who are proud of the impact brand marketing has had in building businesses, adding jobs and fueling the economy. Millions of people in the Gulf states are worrying every day and night about where their next dime will come from. The environmental impact of this spill is nauseating. And you, Spirit Airlines, want to make fun of it for the PR value?

Yet here I am, writing about it and giving them the PR visibility they would hope for. Well here’s my PR, Spirit Airlines: I will never fly your airline. I will tell everyone I can about this. And I will use my company’s communication platform to be sure the word gets out.

This campaign does nothing to represent the American Spirit I grew up with and my father fought for in WWII. I’m just one brand marketer, but I’m taking a stand. I encourage anyone reading this to do so as well by writing Spirit and keeping your dollars far away from them, now and forever. Let’s not let this tasteless approach to brand building win, low fares or not.

I was talking to a friend in Atlanta the other day who also happens to own an agency. I said, “Let’s get some friends together and go to the beach on the Florida Gulf Coast, support these folks down there and bring some much-needed money to the region. She jumped at the idea. Oh yes, we’re going. It’s the American thing to do. But you can be sure we won’t be traveling on Spirit Airlines to get there. Or anywhere. Their brand has no value as far as I’m concerned.

12 Comments

June 15, 2010 | Brittney Cox

For the love of the game. For the love of the brand.

With the enormous buildup and kickoff of the World Cup comes another example of superior branding. Nike has intimately tied its brand to nearly every facet of communication the World Cup has to offer, including the faces of key English players. This massive sculpture billboard “feature(s) the faces of England squad members Wayne Rooney, Rio Ferdinand and James Milner, as well as absentee Theo Walcott…and is predicted to be seen around six million times in the lead-up to the opening fixture.”

What an amazing concept. Closely identify your brand with a sport that is fueled by the united passion of nearly every country in the world. When people see, hear and think about soccer (or “football” for most), they see, hear and think about Nike.

Such tremendous brand saturation does not come easily. Nike has “launch(ed) its largest-ever presence at a World Cup,” and its tireless efforts have effectively put it in front of every fan of every team. I can’t help but to see its brand swoosh across my eyes on a daily basis…and I’m not even much of a soccer fan.

Strategic ambush marketing tactics have led to “Nike (being) mentioned twice as often online as sponsor Adidas.” It has employed everything from a captivating commercial that is quickly climbing the charts to be one of the best in history, to sustainable efforts by providing sponsored teams with shirts made from recycled polyester. Its ad campaign “Write the Future” successfully links Nike to the World Cup in the consumer’s mind by evoking the fervor and intensity felt worldwide by soccer fans.

So what does all of this mean for Nike in the aftermath of the whirlwind World Cup experience? The passion and excitement of the game’s final matchups, and Nike’s forefront presence in the entire event, will continue to resonate with fans around the world. Fans of both winning teams and losing teams will continue to write their future with Nike.

No Comments

June 10, 2010 | Melissa Eggert

TOMS: The Outstandingly Marketed Shoes

Have you heard of TOMS? I first heard of the company two years ago when a roommate in college starting sporting the simple, canvas slip-ons. I was attracted to the style of the shoe and inquired further, only to find that for every shoe purchase, another pair would be sent to a child in need. You’re telling me I can buy cute shoes and help a third-world country at the same time? Sold.

Cause marketing is nothing new. And according to reports, it’s known to be effective. Bob Gilbreath, chief marketing strategist at Bridge Worldwide and author of “Marketing with Meaning,” stated this year that:

71% of consumers are giving as much or more now as they were before the economic downturn.
87% of consumers would switch brands based on association with a good cause.
50% of consumers would pay more for products from brands that support causes.

Yet what sets TOMS apart from the rest is the company’s holistic understanding of creating brand ambassadors. From social media to its website to packaging to ad campaigns to designer contests to founder Blake Mycoskie’s talks around the nation (shout out to Vanderbilt!) customers are able to plug in, converse, interact, advocate, and promote TOMS shoes. The company informs you via videos about shoe drops in Africa, posts pictures of you wearing your TOMS wherever you are, asks you for advice on the next line of styles, replies to your tweets, encourages you to host TOMS parties, and always, always keeps its mission clear and simple – One for One.

This week, I received my first pair of burlap slip-ons at the office. In the sustainable box were my shoes with One for One inscribed on the insole. Collateral told me to take the fabric TOMS flag that was wrapped around the shoes and post a picture of myself holding it to their website. It also told me how to find out more information about the impact TOMS has around the world. Finally, they included a sticker for me to slap on my Nalgene.

Today, you’ll see my TOMS flag on my bulletin board. You’ll see my TOMS sticker on my Nalgene. You’ll see my TOMS shoes on my feet. And most importantly, you’ll find the newest TOMS Brand Ambassador.

1 Comment

May 12, 2010 | Cindy Jennings

Wells Fargo: Making Sustainable Business Sense (and cents)

I’ve been a Wells Fargo customer for a long time-more out of convenience than loyalty. In fact, I had recently been contemplating a switch. My experience yesterday changed my mind when I discovered the bank’s use of technology to be both more business savvy and environmentally sustainable. Customers can now deposit up to 30 checks and 50 bills without an envelope. And it gets better. Once your checks and cash have been scanned and the amount properly confirmed, you can send your receipt directly to your email inbox. Wells Fargo wins by printing and producing less paper, which also eliminates shipping, storage, stocking and other processes to get envelopes to ATMs. Customers win by having not having to search for envelopes and not having to keep track of those little paper receipts because they go right to where you balance your checkbook anyway-your computer. I love innovation from a longstanding institution and the sustainable, “good business’ leadership that Wells Fargo is demonstrating via their ATM customer brand touchpoint. Extending their brand in this way to a sustainable and business-minded customer like me, they are not just elevating their brand in my eyes, they are creating loyalty with a good customer that was being lured away by a competitor. After this experience, I’m staying on the stagecoach.