The primary duo’s adventures are not unlike that of a startup company: They begin with an untested partnership, create a distinctive product, meet with investors, make some questionable business deals, dodge (very) hostile takeovers, face strict government regulation, struggle with competition and multiple staff changes and eventually—well, I don’t want to give anything away… but, through all of this chaos a brand is built. Some of it intentionally, some of it accidentally, but it is built as any brand is; through the minds and perceptions of the consumers and public who interact with their product. If you want to intentionally create your brand (NOT with meth, of course. We’re talking about a TV show people.) here are some insights you may consider as you watch the show:
UPS is brown. Coca-Cola is Red. Pepto is pink. Blue Sky is…blue.
When Walter and Jesse face supply problems they solve them with an ingredient which gives their product a distinctive blue color. This sets them apart from the drug’s normally indistinctive cloudy white. Narcotic properties aside, imagine walking down an aisle full of little bags of crystals. All are white, yellow and translucent but then you come across a single bag of blue crystals. It would pique your interest, wouldn’t it? It may look a bit weird and, from a distributor’s standpoint, take some convincing to get on the shelves, but it definitely stands out. And it gives people something specific to talk about. Someone who has consistently had the other kind may be tempted to try this new version just to change things up a little.
Even if there was a rainbow of colors in the, um, “crystal” market, blue is owned by Blue Sky. In this case, it was accidental. In real world branding and marketing, surveying the competitive landscape is crucial to seeing who owns what and finding a distinctive look which will make you stand out.
However, while being distinctive helps, you can’t rely on it entirely.
It helps if most of your competition is too high to care but, in most cases, your commitment to the quality of your product or service can be what sets you apart. Walter is a high school chemistry teacher and, arguably, a genius. Even though their initial “kitchen” is out of an old RV, he is absolutely obsessive about the quality of the ingredients and recipe. There are no shortcuts and this earns him a lot of attention.
You’ll hear them saying you don’t have to be that detailed and attentive. “It’s just a font” or “nobody will even see that part.” It happened with Steve Jobs when building the first Apple Computer. He ignored them, just as Walter did, and created an empire which had more money than the U.S. Government at one point.
They’ll notice. Even if they don’t notice they’re noticing, they’ll notice. And they’ll eat it up. Or smoke it in Walter’s case. Apple consumers continue to eat up everything they push out (pun intended), all because the founder had a clear, uncompromising vision.
When forced to directly confront a troublesome backer, Walter adopts the pseudonym of Heisenberg. Werner Heisenberg, where the name comes from, was a physicist who is most known for his uncertainty principle—definitely a concept at play within the show. The name has a scientific connotation which effectively positions him on a higher level than the Captain Cooks and Krazy 8’s distributing competing products. For the more informed, such as his high level competition, it also has a mysterious angle so it works on a couple of levels.
While Heisenberg is not the name of his product (that’s Blue Sky, which is equally strong, referencing the color and calling to mind a feeling), you could say it’s his “corporate” name. Imagine the packaging for that little blue bag now saying “Blue Sky from Heisenberg.” Sounds like quality goods, doesn’t it? Much more than “Blue Crystals from Albuquerque Methamphetamine Manufacturing” (which of course would be shortened to AMM for the sake of brevity but completely confusing the public as to what they do).
Oh, will it ever. Maybe not the gun-to-your-head kind but any new product will quickly face “me too” products and even other companies looking to just put you out of business. The current battle between Apple and Samsung is a great, real world example. Apple revolutionizes the smart phone market with the iPhone and just about every manufacturer then comes out with a similar product. Lawsuits eventually pop up. Products are banned. Bans are vetoed. Other products are banned. More lawsuits… it seems never ending. Are you prepared to defend your position in the market? As long as you’re in business, you’ll have to. It doesn’t mean just pushing what you already have. Increasing distribution, innovating and cooking up more buzz can all help create that “addiction” to your product even when similar ones come to market.
You can’t really advertise meth. It would probably tip a few people off. Heisenberg has to rely on word of mouth. At least a couple of times through the series, he offers a “free taste” to an important individual in order to get that word of mouth. Most importantly, those individuals weren’t typically users. They work on the business side of it and can make connections for him. Who do you know like that? Not just someone you can give free stuff. Someone who has connections. Someone with the reputation and network to help get you out there and spread that word. Don’t just go to a networking event or look for more consumers for your service. Look for those who have the same target market. Be aware of their brand though. Partnerships rub off on each other. Sometimes with messy consequences.
What can you say you’ve learned from Breaking Bad? Any business or branding ideas I missed? Let me know in the comments or contact me and I can do a follow up post with credit to you.
]]>The primary duo’s adventures are not unlike that of a startup company: They begin with an untested partnership, create a distinctive product, meet with investors, make some questionable business deals, dodge (very) hostile takeovers, face strict government regulation, struggle with competition and multiple staff changes and eventually—well, I don’t want to give anything away… but, through all of this chaos a brand is built. Some of it intentionally, some of it accidentally, but it is built as any brand is; through the minds and perceptions of the consumers and public who interact with their product. If you want to intentionally create your brand (NOT with meth, of course. We’re talking about a TV show people.) here are some insights you may consider as you watch the show:
UPS is brown. Coca-Cola is Red. Pepto is pink. Blue Sky is…blue.
When Walter and Jesse face supply problems they solve them with an ingredient which gives their product a distinctive blue color. This sets them apart from the drug’s normally indistinctive cloudy white. Narcotic properties aside, imagine walking down an aisle full of little bags of crystals. All are white, yellow and translucent but then you come across a single bag of blue crystals. It would pique your interest, wouldn’t it? It may look a bit weird and, from a distributor’s standpoint, take some convincing to get on the shelves, but it definitely stands out. And it gives people something specific to talk about. Someone who has consistently had the other kind may be tempted to try this new version just to change things up a little.
Even if there was a rainbow of colors in the, um, “crystal” market, blue is owned by Blue Sky. In this case, it was accidental. In real world branding and marketing, surveying the competitive landscape is crucial to seeing who owns what and finding a distinctive look which will make you stand out.
However, while being distinctive helps, you can’t rely on it entirely.
It helps if most of your competition is too high to care but, in most cases, your commitment to the quality of your product or service can be what sets you apart. Walter is a high school chemistry teacher and, arguably, a genius. Even though their initial “kitchen” is out of an old RV, he is absolutely obsessive about the quality of the ingredients and recipe. There are no shortcuts and this earns him a lot of attention.
You’ll hear them saying you don’t have to be that detailed and attentive. “It’s just a font” or “nobody will even see that part.” It happened with Steve Jobs when building the first Apple Computer. He ignored them, just as Walter did, and created an empire which had more money than the U.S. Government at one point.
They’ll notice. Even if they don’t notice they’re noticing, they’ll notice. And they’ll eat it up. Or smoke it in Walter’s case. Apple consumers continue to eat up everything they push out (pun intended), all because the founder had a clear, uncompromising vision.
When forced to directly confront a troublesome backer, Walter adopts the pseudonym of Heisenberg. Werner Heisenberg, where the name comes from, was a physicist who is most known for his uncertainty principle—definitely a concept at play within the show. The name has a scientific connotation which effectively positions him on a higher level than the Captain Cooks and Krazy 8’s distributing competing products. For the more informed, such as his high level competition, it also has a mysterious angle so it works on a couple of levels.
While Heisenberg is not the name of his product (that’s Blue Sky, which is equally strong, referencing the color and calling to mind a feeling), you could say it’s his “corporate” name. Imagine the packaging for that little blue bag now saying “Blue Sky from Heisenberg.” Sounds like quality goods, doesn’t it? Much more than “Blue Crystals from Albuquerque Methamphetamine Manufacturing” (which of course would be shortened to AMM for the sake of brevity but completely confusing the public as to what they do).
Oh, will it ever. Maybe not the gun-to-your-head kind but any new product will quickly face “me too” products and even other companies looking to just put you out of business. The current battle between Apple and Samsung is a great, real world example. Apple revolutionizes the smart phone market with the iPhone and just about every manufacturer then comes out with a similar product. Lawsuits eventually pop up. Products are banned. Bans are vetoed. Other products are banned. More lawsuits… it seems never ending. Are you prepared to defend your position in the market? As long as you’re in business, you’ll have to. It doesn’t mean just pushing what you already have. Increasing distribution, innovating and cooking up more buzz can all help create that “addiction” to your product even when similar ones come to market.
You can’t really advertise meth. It would probably tip a few people off. Heisenberg has to rely on word of mouth. At least a couple of times through the series, he offers a “free taste” to an important individual in order to get that word of mouth. Most importantly, those individuals weren’t typically users. They work on the business side of it and can make connections for him. Who do you know like that? Not just someone you can give free stuff. Someone who has connections. Someone with the reputation and network to help get you out there and spread that word. Don’t just go to a networking event or look for more consumers for your service. Look for those who have the same target market. Be aware of their brand though. Partnerships rub off on each other. Sometimes with messy consequences.
What can you say you’ve learned from Breaking Bad? Any business or branding ideas I missed? Let me know in the comments or contact me and I can do a follow up post with credit to you.
]]>I’ll recap: In January of 2012, JCPenney announced, with the assistance of its new CEO, a major change in direction. It was abandoning their over 500 promotions a year for no more than 12 and a simplified pricing strategy. There would also be nicer single-brand “shops” within the stores for what appeared to be a great restyling of the retail experience. The idea had a lot of promise. They pretty much sold their goods at consistent, discounted prices and, it was reasoned, people knew what the best price was anyway. So, instead of endless discounts, JCPenney would just sell the items at a “fair and square” price all the time with only a few special discounts and end-of-season clearance.
There have been many retailers who have used a similar, no-discount pricing policy before. The difference is they’re typically high end. Apple, Nordstroms,Saks… not really names you’d associate with JCPenney. I give credit for Johnson giving credit to shoppers—In his presentation on the shift he made the statement the bargain hunters know the right price and will pay it when they see it—he just underestimated their target market’s motivation for shopping in the first place: the rush of saving money.
When I did my time at JCPenney, my mom came to the “Friends and Family” night where they would give the employees’ friends and family the same discounts usually reserved for the employees. At one point she came up and exclaimed “I saved $600!” Not, “I only spent however-much-she-spent,” but “I saved.” JCPenney didn’t seem to know its target market well enough to know that their main motivation for shopping is bargain hunting. If they have to buy socks, they’re going to find the most discounted socks in town. Not the “cheapest” but the “most discounted.” Not to mention the additional item(s) they would buy as they were picking up the socks because, “hey, it was 60% off.” The drug was gone and, soon, so were the users.
About a week or two after the presentation, JCPenney implemented its new pricing policy. All of the bright red SALE signs were taken down and the items were priced, on average, at about 60% of their original amount from what I could tell. Basically making all those perpetual sales permanent. What you had now though, was a store suddenly bereft of its bait. With no signage calling out to the passers by, nothing reeled them in. The stores looked very plain and, honestly, a little sad.
Nothing else visually changed. The layout, graphics and merchandise was all the same. The new “shops” were far from being implemented so, to the typical shopper, it must have been very confusing. They were left wondering, “Where did all of the deals go?” Never forget, a brand is entirely based on the customer’s experience. It’s what they say it is. If your new logo and clever advertising is saying “we’re different” but a stroll through the sales floor says “nothing has changed but the prices have apparently gone up,” you’re going to have a major issue. Your target market has to experience the change, then your advertising and marketing can help reinforce it.
Which leads me to the third problem…
Or, clear communication at least. One of the first commercials JCPenney used to kick off the new brand position was filled with shoppers screaming at the frustration of too many sales. “Enough. Is. Enough.” it proclaimed. First of all, it wasn’t enough. People LOVE sales. For whatever reason, they love never going to bed on Thanksgiving. They love clipping coupons. They love finding that pair of pants or sport coat on the clearance rack. I know I do. It was a solution for the retailer, not the customer. It may have been eye (or ear) catching, but it didn’t resonate. Second, it was annoying to most and not really memorable.
The follow up ads were unclear as well. They were cute if you were paying attention and could pique your interest, but a game changing shift like ditching all of the sales should have been clear and repetitive. You’re not communicating unless you’re over communicating. The message should have been beat over the heads of the target market from every possible media outlet. It was not a time for subtlety.
It’s easy to sit back and say what went wrong. It may even sound a little arrogant pointing fingers at the man who created the Apple Store experience (he made about oh, a bajillion dollars more than me last year. Even with a pay cut.), but it was always going to be hard to pull off such a big shift in direction. I just think a company with over 100 years of business and marketing under its belt should have been up to that task. They should have known not to put the cart before the horse. It’s a cliché for a reason. This last year or so has been a good lesson that the experience needs to come first. No amount of pretty design will change a customers poor brand experience.
]]>I’ll recap: In January of 2012, JCPenney announced, with the assistance of its new CEO, a major change in direction. It was abandoning their over 500 promotions a year for no more than 12 and a simplified pricing strategy. There would also be nicer single-brand “shops” within the stores for what appeared to be a great restyling of the retail experience. The idea had a lot of promise. They pretty much sold their goods at consistent, discounted prices and, it was reasoned, people knew what the best price was anyway. So, instead of endless discounts, JCPenney would just sell the items at a “fair and square” price all the time with only a few special discounts and end-of-season clearance.
There have been many retailers who have used a similar, no-discount pricing policy before. The difference is they’re typically high end. Apple, Nordstroms,Saks… not really names you’d associate with JCPenney. I give credit for Johnson giving credit to shoppers—In his presentation on the shift he made the statement the bargain hunters know the right price and will pay it when they see it—he just underestimated their target market’s motivation for shopping in the first place: the rush of saving money.
When I did my time at JCPenney, my mom came to the “Friends and Family” night where they would give the employees’ friends and family the same discounts usually reserved for the employees. At one point she came up and exclaimed “I saved $600!” Not, “I only spent however-much-she-spent,” but “I saved.” JCPenney didn’t seem to know its target market well enough to know that their main motivation for shopping is bargain hunting. If they have to buy socks, they’re going to find the most discounted socks in town. Not the “cheapest” but the “most discounted.” Not to mention the additional item(s) they would buy as they were picking up the socks because, “hey, it was 60% off.” The drug was gone and, soon, so were the users.
About a week or two after the presentation, JCPenney implemented its new pricing policy. All of the bright red SALE signs were taken down and the items were priced, on average, at about 60% of their original amount from what I could tell. Basically making all those perpetual sales permanent. What you had now though, was a store suddenly bereft of its bait. With no signage calling out to the passers by, nothing reeled them in. The stores looked very plain and, honestly, a little sad.
Nothing else visually changed. The layout, graphics and merchandise was all the same. The new “shops” were far from being implemented so, to the typical shopper, it must have been very confusing. They were left wondering, “Where did all of the deals go?” Never forget, a brand is entirely based on the customer’s experience. It’s what they say it is. If your new logo and clever advertising is saying “we’re different” but a stroll through the sales floor says “nothing has changed but the prices have apparently gone up,” you’re going to have a major issue. Your target market has to experience the change, then your advertising and marketing can help reinforce it.
Which leads me to the third problem…
Or, clear communication at least. One of the first commercials JCPenney used to kick off the new brand position was filled with shoppers screaming at the frustration of too many sales. “Enough. Is. Enough.” it proclaimed. First of all, it wasn’t enough. People LOVE sales. For whatever reason, they love never going to bed on Thanksgiving. They love clipping coupons. They love finding that pair of pants or sport coat on the clearance rack. I know I do. It was a solution for the retailer, not the customer. It may have been eye (or ear) catching, but it didn’t resonate. Second, it was annoying to most and not really memorable.
The follow up ads were unclear as well. They were cute if you were paying attention and could pique your interest, but a game changing shift like ditching all of the sales should have been clear and repetitive. You’re not communicating unless you’re over communicating. The message should have been beat over the heads of the target market from every possible media outlet. It was not a time for subtlety.
It’s easy to sit back and say what went wrong. It may even sound a little arrogant pointing fingers at the man who created the Apple Store experience (he made about oh, a bajillion dollars more than me last year. Even with a pay cut.), but it was always going to be hard to pull off such a big shift in direction. I just think a company with over 100 years of business and marketing under its belt should have been up to that task. They should have known not to put the cart before the horse. It’s a cliché for a reason. This last year or so has been a good lesson that the experience needs to come first. No amount of pretty design will change a customers poor brand experience.
]]>
Platinum Marcom awards were received for a logo designed for a local CPA firm, Kuebler & Associates, and the website for the inaugural TEDxTemecula event. Gold Marcom awards were received for 5th Avenue Electric’s business card design, the now two-time award winning Rotary Club of Temecula Valley, New Generations Beer Pong II flyer, and the 2012 Boys & Girls Club Idol marketing materials. Honorable Mentions were also received for 5th Avenue Electric’s logo design as well as a promotional folder for the City of Menifee’s Economic Development Department.
With over 6,000 entries from throughout the United States, Canada and several other countries in 2012, Marcom Awards has grown to perhaps the largest competition of its kind in the world. A look at the winners shows a range in size from individual communicators to media conglomerates and Fortune 500 companies. The competition is so well respected in the industry that national public relations organizations, local ad clubs, and local business communicator chapters are entrants.
MarCom Awards is administered and judged by the Association of Marketing and Communication Professionals. The international organization consists of several thousand creative professionals. The Association oversees awards and recognition programs, provides judges and sets standards for excellence. Please visit www.MarcomAwards.com for more information.
DeArmond Creative is an award-winning firm providing identity design, branding and visual communications. In 2012, the company won 19 design awards. DeArmond Creative’s client list includes The Boys & Girls Clubs of Southwest County, Merrill Lynch, PRP Seats, multiple Temecula Valley CPA firms, and the City of Menifee. Please visit www.DeArmondCreative.com or call Jason DeArmond at 951.254.3846 for more information.
]]>
Platinum Marcom awards were received for a logo designed for a local CPA firm, Kuebler & Associates, and the website for the inaugural TEDxTemecula event. Gold Marcom awards were received for 5th Avenue Electric’s business card design, the now two-time award winning Rotary Club of Temecula Valley, New Generations Beer Pong II flyer, and the 2012 Boys & Girls Club Idol marketing materials. Honorable Mentions were also received for 5th Avenue Electric’s logo design as well as a promotional folder for the City of Menifee’s Economic Development Department.
With over 6,000 entries from throughout the United States, Canada and several other countries in 2012, Marcom Awards has grown to perhaps the largest competition of its kind in the world. A look at the winners shows a range in size from individual communicators to media conglomerates and Fortune 500 companies. The competition is so well respected in the industry that national public relations organizations, local ad clubs, and local business communicator chapters are entrants.
MarCom Awards is administered and judged by the Association of Marketing and Communication Professionals. The international organization consists of several thousand creative professionals. The Association oversees awards and recognition programs, provides judges and sets standards for excellence. Please visit www.MarcomAwards.com for more information.
DeArmond Creative is an award-winning firm providing identity design, branding and visual communications. In 2012, the company won 19 design awards. DeArmond Creative’s client list includes The Boys & Girls Clubs of Southwest County, Merrill Lynch, PRP Seats, multiple Temecula Valley CPA firms, and the City of Menifee. Please visit www.DeArmondCreative.com or call Jason DeArmond at 951.254.3846 for more information.
]]>If you’ve ever watched Mad Men (one of my favorite shows) most of what Don Draper and his crew does is creative advertising. They often tap into the desires of the target market to make them feel a certain way in order to create a deep want for that product. The Kodak Carousel presentation in the season one finale is a great illustration. One of the best scenes of the entire series. Something as simple as a slide projector becomes a window into the past we want to remember.
“It takes us to a place we ache to go again… It takes us round and round and back home again. To a place where we know we are loved.”
There are a million layers of subtext here—with Don’s past and Harry Crane running out crying—but it touches a nerve in just about everyone. If it doesn’t, they should just go back to watching the Kardashians or something. Even if there were 10 other projectors available, all with similar functionality, that’s the one I yearn for. Logic may disagree but my consumer mind tells me that’s the only one that’s really going to take me back and give me that experience. Now, this is an extreme example. You could maybe call it manipulative. But it’s the core of what is done.
Don’t get caught up in tricks though. A common phrase heard in advertising is “sex sells.” In season two, Don has a great response to that;
“Says who?… YOU are the product. You. FEELING something. That’s what sells. Not them. Not sex.”
It may be a line but it’s true. Tricks and obvious ploys won’t get you far. Sexy stuff may sell, not because of the sex, because of the idea it puts in men’s heads that they have a chance or are desirable to that woman eating that hamburger and rolling around on that car. They feel it’s true. Don’t think it doesn’t work on women though. Have you seen some of the ads in ladies magazines? It’s just in reverse. “Use this product and you could look like this,” etc.
Now, I’m not suggesting anyone use underhanded tactics or manipulate. I’m not sure I like the idea of using a woman to sell hamburgers. It doesn’t make much sense when you think about it but the principle is there. Tap into the feelings and the base desires of what your target market wants and you’ve opened a door. But that’s only the beginning. The door doesn’t stay open for long. Unless that carousel ride is exciting and people get what they expect, they’re not going to pay for that ride again.
Take a look at the ads below. None of them are really asking you to buy something.
…fill out the form below and we’ll talk.
[contact-form-7]]]>If you’ve ever watched Mad Men (one of my favorite shows) most of what Don Draper and his crew does is creative advertising. They often tap into the desires of the target market to make them feel a certain way in order to create a deep want for that product. The Kodak Carousel presentation in the season one finale is a great illustration. One of the best scenes of the entire series. Something as simple as a slide projector becomes a window into the past we want to remember.
“It takes us to a place we ache to go again… It takes us round and round and back home again. To a place where we know we are loved.”
There are a million layers of subtext here—with Don’s past and Harry Crane running out crying—but it touches a nerve in just about everyone. If it doesn’t, they should just go back to watching the Kardashians or something. Even if there were 10 other projectors available, all with similar functionality, that’s the one I yearn for. Logic may disagree but my consumer mind tells me that’s the only one that’s really going to take me back and give me that experience. Now, this is an extreme example. You could maybe call it manipulative. But it’s the core of what is done.
Don’t get caught up in tricks though. A common phrase heard in advertising is “sex sells.” In season two, Don has a great response to that;
“Says who?… YOU are the product. You. FEELING something. That’s what sells. Not them. Not sex.”
It may be a line but it’s true. Tricks and obvious ploys won’t get you far. Sexy stuff may sell, not because of the sex, because of the idea it puts in men’s heads that they have a chance or are desirable to that woman eating that hamburger and rolling around on that car. They feel it’s true. Don’t think it doesn’t work on women though. Have you seen some of the ads in ladies magazines? It’s just in reverse. “Use this product and you could look like this,” etc.
Now, I’m not suggesting anyone use underhanded tactics or manipulate. I’m not sure I like the idea of using a woman to sell hamburgers. It doesn’t make much sense when you think about it but the principle is there. Tap into the feelings and the base desires of what your target market wants and you’ve opened a door. But that’s only the beginning. The door doesn’t stay open for long. Unless that carousel ride is exciting and people get what they expect, they’re not going to pay for that ride again.
Take a look at the ads below. None of them are really asking you to buy something.
…fill out the form below and we’ll talk.
[contact-form-7]]]>A good study in the effect of worldviews, and who can actually change them, is the Baby Einstein phenomena. Since the early 2000’s, parents had bought the videos for their children in the hopes of making them smarter (we still have several although our kids are too old for them now). The funny thing is, according to Baby Einstein creator Julie Aigner-Clark, the videos were never originally marketed as educational (although the name does suggest otherwise). The videos were created to give babies time with their parents to interact and be exposed to colors, music and words. The my-baby-will-be-a-genius-if-I-plop-them-in-front-of-this-video concept came from word of mouth and parents who need a half an hour to do some house work. Soon after the company was clearly successful, Aigner-Clark sold to Disney and the company expanded the offerings into toys, additional videos and Little Einsteins. Disney quickly observed this worldview held by many parents and continued to tell the story they wanted to hear: This stuff is educational and good for your kids.
In 2007, however, a study by the University of Washington came out stating, among infants aged 8 to 16 months, exposure to “baby DVDs/videos,” such as Baby Einstein, was strongly associated with lower scores on a standard language development test. The university released a statement claiming there was no clear evidence of any benefit and there is some suggestion of harm. This, of course, became very public and the media began to question the value of the videos. Although there weren’t many direct claims against the videos and even multiple studies which found evidence contrary to the University of Washington’s, the damage was done. Sales fell and support for the videos in parental circles (from my experiences) dropped off. Our kids are fine by the way.
The rise and fall of Baby Einstein was completely powered by (1) forces outside of the company’s control, (2) which may or may not have been true that (3) changed the target market’s worldview. Did Disney try to change the public’s new perception that the videos weren’t beneficial in order to save sales? Not really. They released statements standing behind their product and revised their marketing due to a class action lawsuit. They didn’t commission their own study or do an ad blitz to state how great their videos really are. They understood their target market’s view had changed and adjusted their actions accordingly. They knew anything they did would be perceived as self-serving and met with skepticism.
It’s an important message in publicity. Good and bad. People trust sources like educators and the news more than anything you will say as a business. Reviews and testimonials are even questionable these days. The whole idea you can “get out in front” of bad news or “control the message” is misleading. The best marketers and companies are the ones who are quickest to adjust to the news and changing opinions. The only things they’re out in front of are the competitors.
]]>A good study in the effect of worldviews, and who can actually change them, is the Baby Einstein phenomena. Since the early 2000’s, parents had bought the videos for their children in the hopes of making them smarter (we still have several although our kids are too old for them now). The funny thing is, according to Baby Einstein creator Julie Aigner-Clark, the videos were never originally marketed as educational (although the name does suggest otherwise). The videos were created to give babies time with their parents to interact and be exposed to colors, music and words. The my-baby-will-be-a-genius-if-I-plop-them-in-front-of-this-video concept came from word of mouth and parents who need a half an hour to do some house work. Soon after the company was clearly successful, Aigner-Clark sold to Disney and the company expanded the offerings into toys, additional videos and Little Einsteins. Disney quickly observed this worldview held by many parents and continued to tell the story they wanted to hear: This stuff is educational and good for your kids.
In 2007, however, a study by the University of Washington came out stating, among infants aged 8 to 16 months, exposure to “baby DVDs/videos,” such as Baby Einstein, was strongly associated with lower scores on a standard language development test. The university released a statement claiming there was no clear evidence of any benefit and there is some suggestion of harm. This, of course, became very public and the media began to question the value of the videos. Although there weren’t many direct claims against the videos and even multiple studies which found evidence contrary to the University of Washington’s, the damage was done. Sales fell and support for the videos in parental circles (from my experiences) dropped off. Our kids are fine by the way.
The rise and fall of Baby Einstein was completely powered by (1) forces outside of the company’s control, (2) which may or may not have been true that (3) changed the target market’s worldview. Did Disney try to change the public’s new perception that the videos weren’t beneficial in order to save sales? Not really. They released statements standing behind their product and revised their marketing due to a class action lawsuit. They didn’t commission their own study or do an ad blitz to state how great their videos really are. They understood their target market’s view had changed and adjusted their actions accordingly. They knew anything they did would be perceived as self-serving and met with skepticism.
It’s an important message in publicity. Good and bad. People trust sources like educators and the news more than anything you will say as a business. Reviews and testimonials are even questionable these days. The whole idea you can “get out in front” of bad news or “control the message” is misleading. The best marketers and companies are the ones who are quickest to adjust to the news and changing opinions. The only things they’re out in front of are the competitors.
]]>You can’t tell just by looking at the image but my son often starts these little mazes you find on kids menus from the finish. He proudly tells me so. I never told him to do it that way. If anything, I may have suggested he do it from the beginning just on principle. But he just says “No, daddy. It’s easier this way.” Who am I to argue? I’m sure I could beat this to death with some sort of business analogy but I’ll leave that up to you.
]]>You can’t tell just by looking at the image but my son often starts these little mazes you find on kids menus from the finish. He proudly tells me so. I never told him to do it that way. If anything, I may have suggested he do it from the beginning just on principle. But he just says “No, daddy. It’s easier this way.” Who am I to argue? I’m sure I could beat this to death with some sort of business analogy but I’ll leave that up to you.
]]>Both entries were in the pro-bono category bringing the total number of awards this year for cause related marketing to 8. “With their limited budgets, non-profits have a difficult time commissioning quality design work so I’ve always felt this is an area I can help out with,” said Jason DeArmond, owner of DeArmond Creative. “What better organizations to contribute to than Rotary and the Boys & Girls Clubs? With all they have done for communities around the world, it’s an honor to work with them and be recognized for it.”
DeArmond volunteers his time on the planning committee for the Boys & Girls Club Idol as well as with Temecula Valley’s New Generations Rotary, which produces an annual beer pong tournament to raise money for local charities. “We play with water, so it’s not as scandalous as it sounds. It really is a fun, competitive event which the club thought would raise some eyebrows and gain some attention for our beneficiaries. I didn’t do so well in the tournament last year, so winning the Platinum Award is a nice consolation.”
Hermes Creative Awards is an international competition for creative professionals involved in the concept, writing and design of traditional materials and programs, and emerging technologies. Entries come from corporate marketing and communication departments, advertising agencies, PR firms, graphic design shops, production companies, web and digital creators and freelancers.
Hermes Creative Awards is administered and judged by the Association of Marketing and Communication Professionals. The international organization consists of several thousand marketing, communication, advertising, public relations, media production, web and free-lance professionals. The Association oversees awards and recognition programs, provides judges and sets standards for excellence.
DeArmond Creative is an award-winning firm providing identity design, branding and visual communications. So far, in 2012, DeArmond Creative has won 12 design awards. DeArmond Creative’s client list includes The Boys & Girls Clubs of Southwest County, Merrill Lynch, PRP Seats, Rotary International, three Temecula Valley CPA firms, and the City of Menifee. Please visit www.DeArmondCreative.com or call Jason DeArmond at 951.254.3846 for more information.
]]>Both entries were in the pro-bono category bringing the total number of awards this year for cause related marketing to 8. “With their limited budgets, non-profits have a difficult time commissioning quality design work so I’ve always felt this is an area I can help out with,” said Jason DeArmond, owner of DeArmond Creative. “What better organizations to contribute to than Rotary and the Boys & Girls Clubs? With all they have done for communities around the world, it’s an honor to work with them and be recognized for it.”
DeArmond volunteers his time on the planning committee for the Boys & Girls Club Idol as well as with Temecula Valley’s New Generations Rotary, which produces an annual beer pong tournament to raise money for local charities. “We play with water, so it’s not as scandalous as it sounds. It really is a fun, competitive event which the club thought would raise some eyebrows and gain some attention for our beneficiaries. I didn’t do so well in the tournament last year, so winning the Platinum Award is a nice consolation.”
Hermes Creative Awards is an international competition for creative professionals involved in the concept, writing and design of traditional materials and programs, and emerging technologies. Entries come from corporate marketing and communication departments, advertising agencies, PR firms, graphic design shops, production companies, web and digital creators and freelancers.
Hermes Creative Awards is administered and judged by the Association of Marketing and Communication Professionals. The international organization consists of several thousand marketing, communication, advertising, public relations, media production, web and free-lance professionals. The Association oversees awards and recognition programs, provides judges and sets standards for excellence.
DeArmond Creative is an award-winning firm providing identity design, branding and visual communications. So far, in 2012, DeArmond Creative has won 12 design awards. DeArmond Creative’s client list includes The Boys & Girls Clubs of Southwest County, Merrill Lynch, PRP Seats, Rotary International, three Temecula Valley CPA firms, and the City of Menifee. Please visit www.DeArmondCreative.com or call Jason DeArmond at 951.254.3846 for more information.
]]>“With the thousands of entries this competition receives, realizing we received five awards is very exciting,” said Jason DeArmond, owner of DeArmond Creative. “To be recognized for logo design as well as building the [Boys & Girls Club] Idol brand is really an honor.” DeArmond spends 6 months out of the year serving on the planning committee for the Boys & Girls Club Idol, an annual singing competition for kids ages 6–18 in the Temcula Valley area. He donates his time to design all of the marketing materials for the event as well. “It’s the one big pro-bono project I do each year,” he continued. “To win an award for the work on top of helping to provide a venue for the amazing talent these kids have is a great feeling.”
The Communicator Awards is the leading international awards program honoring creative excellence for communication professionals. Founded by communication professionals over a decade ago, The Communicator Awards is an annual competition honoring the best in advertising, corporate communications, public relations and identity work for print, video, interactive and audio. Please visit www.communicatorawards.com for more information.
DeArmond Creative is an award-winning firm providing identity design, branding and visual communications. So far, in 2012, DeArmond Creative has won 8 design awards. DeArmond Creative’s client list includes The Boys & Girls Clubs of Southwest County, Merrill Lynch, PRP Seats, three Temecula Valley CPA firms, and the City of Menifee. Please visit www.DeArmondCreative.com or call Jason DeArmond at 951.254.3846 for more information.
]]>“With the thousands of entries this competition receives, realizing we received five awards is very exciting,” said Jason DeArmond, owner of DeArmond Creative. “To be recognized for logo design as well as building the [Boys & Girls Club] Idol brand is really an honor.” DeArmond spends 6 months out of the year serving on the planning committee for the Boys & Girls Club Idol, an annual singing competition for kids ages 6–18 in the Temcula Valley area. He donates his time to design all of the marketing materials for the event as well. “It’s the one big pro-bono project I do each year,” he continued. “To win an award for the work on top of helping to provide a venue for the amazing talent these kids have is a great feeling.”
The Communicator Awards is the leading international awards program honoring creative excellence for communication professionals. Founded by communication professionals over a decade ago, The Communicator Awards is an annual competition honoring the best in advertising, corporate communications, public relations and identity work for print, video, interactive and audio. Please visit www.communicatorawards.com for more information.
DeArmond Creative is an award-winning firm providing identity design, branding and visual communications. So far, in 2012, DeArmond Creative has won 8 design awards. DeArmond Creative’s client list includes The Boys & Girls Clubs of Southwest County, Merrill Lynch, PRP Seats, three Temecula Valley CPA firms, and the City of Menifee. Please visit www.DeArmondCreative.com or call Jason DeArmond at 951.254.3846 for more information.
]]>With baseball season fast approaching, I’ve recently watched Moneyball and my time on the MLB Network has seen a marked increase. Clichés abound. As I watch Hot Stove (their show about teams and the trades and signings they’ve made) I think “do some of these teams even know why they’re here?” I’m no manager, GM or owner, but some of these moves—or lack of moves—make me think they are simply filling holes in the roster so they can field a team. I’m sure many are doing the best they can with what they have, but are they even playing to win? Or, are they just showing up? Are they just saying to themselves, “We’re not going to win anyway, but we’re going to try our best and play hard?” I’m not sure the most successful teams just “try their best.” They play to win. They push themselves to the next level. They give 110%. They date supermodels… Don’t think that last one has anything to do with their confidence? I’d argue it does, but that’s another post.
How about you and your business? Are you playing to win? Or, are you thinking “I can’t beat those other guys, so I’m just going to try my best?” When you go to a networking event, make a presentation or follow up on a phone call are you really doing everything you can to make that connection, influence your customers, or get that sale? Or, are you just going through the motions?
How about your marketing? Are you simply putting together pieces that are “good enough” instead of pieces that really make you stand out? I can’t tell you how many people hand me their business card and, knowing what I do, apologize for it. Don’t apologize! Get it done better! You’d wear your best suit to a job interview wouldn’t you? Every time a potential client looks at your business card, it’s basically a job interview. Why wouldn’t you put your best suit on your business? It’s better to be overdressed and blow them away, than underdressed and trying to explain yourself, despite your look. And I’m not just fishing for work; there are many templates available online which look really nice. A simple Google search and about $10-15 will get you something pretty good.
Even if you’re an employee, you can play to win. You can be that influence on the team that motivates everyone else to do better and work harder. Add a bit of hustle to your step. Take on a responsibility that may seem just a bit too difficult. Be open to picking up the slack. Go the extra mile (Did I already use that one?). And this isn’t all just to get brownie points or kiss up to the boss. If you really go at your job with this play-to-win attitude you’ll be happier knowing you’re making a difference. Even if the boss doesn’t see it.
At the end of the day, you can talk a good game but the ball is really in your court. Step up to the plate and always aim to knock one out of the park instead of just moving the runners over. You’ll be in a league of your own. And, when you see the results, it’s not going to sound so cliché.
]]>With baseball season fast approaching, I’ve recently watched Moneyball and my time on the MLB Network has seen a marked increase. Clichés abound. As I watch Hot Stove (their show about teams and the trades and signings they’ve made) I think “do some of these teams even know why they’re here?” I’m no manager, GM or owner, but some of these moves—or lack of moves—make me think they are simply filling holes in the roster so they can field a team. I’m sure many are doing the best they can with what they have, but are they even playing to win? Or, are they just showing up? Are they just saying to themselves, “We’re not going to win anyway, but we’re going to try our best and play hard?” I’m not sure the most successful teams just “try their best.” They play to win. They push themselves to the next level. They give 110%. They date supermodels… Don’t think that last one has anything to do with their confidence? I’d argue it does, but that’s another post.
How about you and your business? Are you playing to win? Or, are you thinking “I can’t beat those other guys, so I’m just going to try my best?” When you go to a networking event, make a presentation or follow up on a phone call are you really doing everything you can to make that connection, influence your customers, or get that sale? Or, are you just going through the motions?
How about your marketing? Are you simply putting together pieces that are “good enough” instead of pieces that really make you stand out? I can’t tell you how many people hand me their business card and, knowing what I do, apologize for it. Don’t apologize! Get it done better! You’d wear your best suit to a job interview wouldn’t you? Every time a potential client looks at your business card, it’s basically a job interview. Why wouldn’t you put your best suit on your business? It’s better to be overdressed and blow them away, than underdressed and trying to explain yourself, despite your look. And I’m not just fishing for work; there are many templates available online which look really nice. A simple Google search and about $10-15 will get you something pretty good.
Even if you’re an employee, you can play to win. You can be that influence on the team that motivates everyone else to do better and work harder. Add a bit of hustle to your step. Take on a responsibility that may seem just a bit too difficult. Be open to picking up the slack. Go the extra mile (Did I already use that one?). And this isn’t all just to get brownie points or kiss up to the boss. If you really go at your job with this play-to-win attitude you’ll be happier knowing you’re making a difference. Even if the boss doesn’t see it.
At the end of the day, you can talk a good game but the ball is really in your court. Step up to the plate and always aim to knock one out of the park instead of just moving the runners over. You’ll be in a league of your own. And, when you see the results, it’s not going to sound so cliché.
]]>
Strategy is originally a military term meaning “a plan of action designed to achieve a particular goal.” It’s a road map showing you which way to turn when you reach a certain point. What move to make next. So, that begs the question: What is your goal? After all, you can’t make a road map unless you know where you are going.
If your goal is to simply get a logo designed then your strategy may be to get a shiny piece of clip-art, hire someone who offers a logo like it’s a side of fries with your print order, or offer over 20 struggling designers some spec work (booooo). With this strategy you can get your logo built for less than $200 in most cases (even £25). Great. You’ve reached your goal and got exactly what you, as a business owner, want: A “cool” looking graphic, exactly how you want it to look, to fill that space at the top or your website or brochure… but is that what your business needs?
Now, let’s back up… why do you need a logo (or anything, for that matter) designed? Ultimately, a logo is one of many brand elements which give your company an identity. Soooo, what if your goal was instead to get a recognizable identity in your market? Your strategy would take on a whole different look and the end result would include more than just a logo.
You would have to start out by determining who your market is. Then, you’d have to understand where you currently stand in the eyes of that market and—here’s the key—create a plan to get from that current perspective to the perspective you want. That is where your strategy lies and that’s really the purpose of any identity design or marketing project. You are trying to take the many possible perceptions of your company and convert them over to the one you want your target market to have. And it’s more than just making sure people know you’re a plumber or a chiropractor. The perception you want is that you’re the “friendliest plumber” or the “gentlest chiropractor.” To do that, you’ll need a lot more than just a 20 starving students throwing stuff at the wall and seeing what sticks. You need a strategy that will push your limits and will not be defined by incremental projects you commission just to fill your marketing quiver.
]]>
Strategy is originally a military term meaning “a plan of action designed to achieve a particular goal.” It’s a road map showing you which way to turn when you reach a certain point. What move to make next. So, that begs the question: What is your goal? After all, you can’t make a road map unless you know where you are going.
If your goal is to simply get a logo designed then your strategy may be to get a shiny piece of clip-art, hire someone who offers a logo like it’s a side of fries with your print order, or offer over 20 struggling designers some spec work (booooo). With this strategy you can get your logo built for less than $200 in most cases (even £25). Great. You’ve reached your goal and got exactly what you, as a business owner, want: A “cool” looking graphic, exactly how you want it to look, to fill that space at the top or your website or brochure… but is that what your business needs?
Now, let’s back up… why do you need a logo (or anything, for that matter) designed? Ultimately, a logo is one of many brand elements which give your company an identity. Soooo, what if your goal was instead to get a recognizable identity in your market? Your strategy would take on a whole different look and the end result would include more than just a logo.
You would have to start out by determining who your market is. Then, you’d have to understand where you currently stand in the eyes of that market and—here’s the key—create a plan to get from that current perspective to the perspective you want. That is where your strategy lies and that’s really the purpose of any identity design or marketing project. You are trying to take the many possible perceptions of your company and convert them over to the one you want your target market to have. And it’s more than just making sure people know you’re a plumber or a chiropractor. The perception you want is that you’re the “friendliest plumber” or the “gentlest chiropractor.” To do that, you’ll need a lot more than just a 20 starving students throwing stuff at the wall and seeing what sticks. You need a strategy that will push your limits and will not be defined by incremental projects you commission just to fill your marketing quiver.
]]>