Tuesday, November 17, 2009

Brand Names Battle

We don't often think about what the names GAP or Sony really mean. We just know what they stand for. These brand names have become a staple in American, and for some, world culture. It's fun to think about why someone would name an athletic apparel company, Mizuno. Or why a company that deals with hardware is called Microsoft.

I picked some well-known brand names and placed them in a tournament bracket to evaluate some reasons why I think some are more effective than others.

Tuesday, October 6, 2009

"What We Think About Is What We Talk About"



I wish I thought about what GOOD magazine writes about. Instead, my thoughts are like a Redbull Vodka, the depressant (daily duties) and stimulate (future optimism) counteracting when the 5 am alarm chirps good morning.

Having been involved in Special Olympics, subscribing to GOOD magazine, and recycling, I sometimes feel I'm contributing to the bigger picture. Short lived. Until I hop into my GNC Envoy to go pick up more computer paper and bottled water. My thoughts are often jumbled between my immediate concerns and surroundings, and what life I want to lead and leave behind for younger Steichen generations. Having taken the Strength Finders 2.0 test by Tom Rath, which I suggest grabbing a copy of, I was reminded that futuristic is one of my five strengths (along with developer, competition, strategic, and empathy).

Given that, my thoughts paused from thinking about food and sports for a couple minutes and wondered, are consumers or corporations the influential group to start social change? Consumers voice wants and needs, but aren't often in position to make new environmental or political change without provided an alternative option. Corporations have R&D, resources, and ad budgets to take a responsible approach. Those that are proactive such as GE will succeed, their thought bubble is much bigger than my average consumer bubble is.

I'm impressed by a new and upcoming clothing company in my backyard called, Holy Cow. Their brand promise stands on sustainable methods from production to product. By developing sustainable practices in third world countries, companies like this are changing what we wear and changing how we think to better business.


Sunday, October 4, 2009

Private Label Competing On More Than Price



Private labels have always been perceived as the lower quality but cheaper alternative, benefitting retailers with high profit margins and low marketing costs. No more are private labels a 'me too' product. They are now equalizing major brand names in quality and becoming a trend leader with category leading design.

Costco has created a desired private label in Kirkland Signature, with its name on clothes, food, office furniture, and everything in-between. They continue to bring in consumers with major brand names like Sony and Crest, but make no mistake, they are building trust and loyalty with their Kirkland brand.

Their innovative design reminded me of Method. Kirkland may be more focused on functionality while Method is focused on aesthetic appeal, but they both have identified an open space in the market. Method made hand soap and shower cleaner bottles that consumers wanted to have sitting out. Kirkland has made square shaped milk cartons and detergent bottles that save space in the fridge and on the shelf.



Beyond bringing added value to the consumer, they are achieving pallet efficiencies and cutting internal costs for Costco. By changing the packaging from a circular to square shape, Costco could get more on a pallet, saving 600 truck loads a year. Retailers are now taking the time to rethink the way they are utilizing their brand. Target has recently renamed their private label, Up and Up. How many years in the making was this insightful name being thrown around in meetings? I would guess not as long as you think.

With private labels now battling the giants in quality and continuing to be in the drivers seat for price, how will the Tide's and Charmin's fight back and sustain their shelf space? With private labels addressing environmental friendly products and staying ahead of the curve, will this make it increasingly difficult for new brands to break-in? Would the cost be too great?

Saturday, September 26, 2009

Creativity Is Appreciated



An example of how a little creativity can carry a long ways.

Tuesday, September 15, 2009

Dynamite in the Gopher Hole



Besides the concessions running out of food by halftime, this stadium has brought an energy and enthusiasm back to campus that I have never seen before. Tailgating on campus felt good. The win over Air Force felt great. And Honey Nut Cheerios lowers cholesterol.

Friday, September 11, 2009

I Got A Feeling... In Sync is Entertaining



Not only does this make me think about audience participation - making it more fun for them and entertaining to others viewing, it makes you think about it in terms of how consistency (in sync) has a power like no other. A visual representation of how a single message, when carried out by a group of people, can be uplifting. For a brand, it is a visual representation of the power you can gain when all your communications are consistent (in sync) from location to location and employee to employee.

I've seen guerilla tactics used before with the use of hiring actors and dancers. It is not a trend. It is a technique that will become more developed in the different ways it is used. I believe "choreograph" advertising will become a mainstream term that will be as familiar as print and online advertising.

VCU Brandcenter

This old carriage house became my second home for two years. I slept on many of the couches you see and cleaned the animal crackers out of the vending machine.

Friday, August 28, 2009

Name a Ping Pong Brand

And nothing seems to roll off the tongue. Unless you are a hardcore table tennis player. Which I would then be surprised you are reading this, so welcome.

I thoroughly enjoyed one of the projects my former classmates developed for Hardbat, and wanted to share it because I think it is a classic example of the strategic thinking that is taught at the VCU Brandcenter. They did not focus on what communications could do to spread the Hardbat word, rather how can they create a culture around Hardbat.

They had a short term solution and a long term vision. Solution + Vision = Ping Pong Pandemonium.

Take a look:

Hardbat Classic_case study from Enrico Gatti on Vimeo.

Tuesday, August 4, 2009

Before Branded Water



Technology is replacing human interaction and humans itself. Soon we will be having robots serving us at fast food chains. Handing us vegan dip n' dots as we sit in our self-driven car. Instead of speeding and DWI's, courtrooms will be taken over by copyright infringement and illegal proxy server cases.

A little factoid:
There are a trillion websites in the world. One-hundred and fifty times more than there are humans. Without sleep or food, it would take over 500 years to view them all. Technology experts are telling us it is just a matter of time before the computer begins to out thinks us. Has it not already? I'm not sure how to use a fourth of my applications...

When I read the trades, I'm reminded why my interest lies in advertising. The industry changes everyday alongside technology. Changing and forming pop culture. If you aren't out learning everyday, you are two days behind the Adjunk fighting for the same business down the street.

I read, "Southern Comfort is taking their $8 million media budget that they spent on cable TV and magazines last year and building their brand entirely through the digital space this year on the following sites: facebook, spin, fadar, thrillist, pitchfork, and hulu."

"Mastercard's priceless campaign extends into an iPhone app ("priceless" favorites), a worldwide social network map where people can share deals."

As I read these I feel a sense of excitement. Jotting quotes, "The generation of urban hustlers has learned not to judge others by the color of their skin but rather the content of their iPhones." Emailing quotes and ethnographic research findings I read onto my friends. Of course, knowing their email will alert them in seconds on their phone.

Then I come across an article about airlines using twitter as a crisis management, CRM, and promotional tool. Does it ever stop? The one place I thought there was still peace on this world, where people turned off their electronics and opened a book.



When will it become too saturated? When will the digital space not provide a large enough impact and experience for people to spend their whole budget on building their brand through a channel that may be new to them? As I see people on Twitter reading about a seminar where people are making money by teaching people how to use Facebook, Linkedin, and Twitter, I can safely say not before technology presents something newer.

Next week I am going to the Boundary Waters. I will be surrounded by nature. I will be dirtier than Ron Artest's game after a few days. And I will only be turning one thing on or off, my flashlight.

Friday, July 24, 2009

Motel 360

The culture of motel verse hotel. Two profoundly similar words, yet two vastly different destinations. Until now.

If you asked me yesterday what I associate with Motel 6, I may have said: blue and red, Cheez-It carpet stains, or crusty bed sheets. Anything besides Priestman Goode, a design firm that found a job where they could do no wrong. Taking Motel 6 and filling the rooms with Ikea looking decor.














My question is, what took Motel 6 so long? Did they just start employing brand managers? Did they start to realize fast food chains have started improving the "in-store" experience and image before them? Yet, they could be the first in the motel category to catch on. Finally, making the motel a value stay.

It reminds me of my unforgettable Super 8 motel experience. Optimistic to come across a Holiday Inn Express with low fuel and heavy eyes, I was forced to settle for the 8 that is super in Ghost Town, Ohio. To make a short story shorter, I slept on the smokey sheets with my jeans stills on. Listening to the Van Reaper sharpen his blade in the room above me.



Motels have the advantage of cheaper rates and roadside real-estate. Accommodating to the savings conscious traveler and those that can't find a hotel due to a faulty Garmin. Renovations to give the motel a clean, modern look, is the keychain to the keys in beginning to change the brand perception. Starting a trend for motels to follow in future hopes to be found in the same consideration set as the hotel.

Wednesday, May 27, 2009

Workforce Culture is Changing


Today's learners will have 10-14 jobs by the age of 38, and are preparing for 10-14 jobs that may not exist yet. The economy has people who were once choosers, now are beggars. As I watch the news, I see high school janitor jobs attracting hundreds of candidates with a 4-year degree and work experience within hours. Often we apply for jobs that may be a reach, but rarely do we subject ourselves to apply for jobs we know we are overqualified for.

My classmates and I are entering into this circus with our post graduate degrees optimistic, and are ready to play musical chairs... or cubicles if you prefer. One of these classmates, Hank Leber, is fighting the current circumstances by developing an agency with a new pricing strategy - you pay what you think it's worth (go to Agency Nil to find out more on why it is cheaper than freelance and better than interns).

We believe we are unique, we know we are hungry, and we lack the sleep to know otherwise. The illustration above talks to why my specific track can bring value to any company. We help create and evolve culture. Us, along with some help from technology, will be responsible for creating some of the new 10-14 jobs that people will be finding themselves at. Change because you want to, not because you have to. Under our parental control, lets raise this change together.

Saturday, April 25, 2009

Blocking the Past Away



Everyone has a soft spot for the underdog. Stories are not made by underdogs, tales are made that last generations. It's thrilling to see dynasties such as the Yankees and Patriots take a lick. We relish in others victories as an underdog because it has the power to uplift a city and even a country. Just like Vince Papale did for the city of Philadelphia or what the "Miracle on Ice" did for the United States when defeating the Soviets.

It's defying the odds. It's the modern day David vs. Goliath on national television, only they have replaced the slingshot with a puck or ball. Michael Oher poses as Goliath on the football field, standing 6'6'' and weighing around 320 pounds. Skill and ability are not what make the All-American Michael Oher an underdog. Rather, he found himself as an underdog to make success out of life (see video above).

The NFL's culture is made up of many players like Michael that grew up without a proper parental figure. Young men with troubled/challenging backgrounds that are suddenly introduced to rich and fame. After learning about Michael's story, which included being enrolled in 11 schools over a 9 year stretch, I assume I was only one of thousands of people who were "in his corner."

I sat there watching the infamous NFL draft with my fingers crossed. Hoping my hometown Vikes would take this special individual with the 22nd pick (plus we needed a right tackle). Of course, we take the Gator with questionable character, Percy Harvin. Michael goes with the next pick to the Baltimore Ravens.

I sat there pondering. The NFL is full of guys with good character who have overcome tremendous odds to fulfill their dreams of playing a game for money. Why don't we know more about these guys? Why do we know what kind of motorcycle Kellen Winslow is riding, what Terrell Owens got his mom for Christmas (probably a pic of his 6-pack), or what record label Pacman Jones is creating? The NFL is responsible for the image it creates for itself as the media decides how it's reputation continues to build everyday.

The NFL as a corporation should be modeled in how they generate year-round interest - free agency, the draft, training camp, and the season. Now is the opportunity to match their model business practices with role models like Michael Oher. After being drafted he said he didn't care if he went in the 7th round... he was happy to get to work... he is ready to play 10+ years for the Ravens. The one takeaway I had from his interview is I saw a poster boy and campaign for the NFL draft for the next 10 years.

Saturday, January 31, 2009

Cross Canadian Culture


My roommate and I were a few of the younger ones to attend Cross Canadian Ragweed at Toad's Place. They started the night off with one of my favorites, Alabama. Ironically, the band name has no association with the country Canada. The name comes from a combination of the band members names that have been friends since they were ten years old. It was good to see country rock bring out the cowboy hats on a Richmond Sunday night. If these Richmond faithful hadn't been feeling the music, which the forty-year lady to my right dancing like we were at a Lil Wayne concert showed they were, they were sure to admire the inked skin of lead singer Cody Canada (pictured above). If there is one observation I have made during my time in Richmond, it is there is a culture for body art. It is most apparent at the gym where people have the chance year round to wear shorts and show off their skulls, baby daughter, or the ever original Egyptian hieroglyphics.





















Why is the canvas between the knee and ankle getting more attention from the needle than any other? I personally can't speak on what the experience is like getting a tattoo, besides what I've seen on "Miami Ink." The closest thing my body has been to being designed was when I got a monkey henna tattoo on my left tat in Puerto Vallarta. By the end of the week it was a ear and a curly tail...

I have yet to see a flattering tattoo on a calf. So my questions is, what would make someone choose the calves before a shoulder blade, arm, or pectoral? Is it easier to pump out a few calf raisers then bench press? Or is it part of this niche culture within the "artsy" city of Richmond?