Wednesday, 27 October 2010

are you the next Starbucks?

Starbucks has over 16 million 'fans' on its Facebook page. Using this statistic, it is in fact the most popular brand on the site.

So Facebook must be pretty good don't you think, bringing all these people into contact with the world's most well known coffee shop chain? Thinking about it, maybe Facebook could do the same for your brand too?

It doesn't really work like that though does it? Starbucks isn't a success because of Facebook, the Facebook page is a success because of Starbucks.

Wednesday, 20 October 2010

Carling's brand waffle

In light of Carling's recent dip in retail sales (down 5.2% to July this year), their marketing director has decided to concentrate efforts on their "British sociability" positioning.

According to Mr McDonough “Every brand goes through an evolution stage and we are at a natural inflection point with Carling, looking at how we broaden its appeal.” I get the last bit, the first bit is beyond me I'm afraid.

If he wants to broaden its appeal (sell more) then I suggest he concentrates on making it taste different from all the other middle-of-the-road, non-descript lagers on the shelves these days.

Only then will he have anything to back up a change in positioning.

Tuesday, 12 October 2010

heard the one about Gap's new logo?

With sales down 10% in 2009 and a further 4% this year, Gap in the U.S faced a few problems.

Was their solution to get to the bottom of it with a root and branch overhaul of the company to see where the real problem was?

Nope, it was to design a new logo. That will turn the company around they thought.

Same staff, same product lines, same customer service, same training program, same everything. New logo to convince tired customers that something was different about the brand.

Unfortunately the new logo lasted less than a week before an outpouring of opinion proved to senior management that the old blue box was just fine thank you very much. Tail between their legs the top bods have now gone back to the logo they have had for over 20 years.

The moral of the story? If sales are falling and you want to change things, your logo is one of the last places to look.

Virgin don't help themselves

A Virgin advert in the Conservative Party Conference brochure claimed an average journey time of just over two hours for the journey between the Capital and the Second City.

Perhaps a tad embarrassing as the usual journey time is actually 81 minutes - a time already considered poor by many of the region's great and good as it is only eight minutes faster than the service was 30 years ago.

Of course Virgin's PR boo-boo did little to reasure the local business community who are already feeling unloved.

Thanks to The Fact Compiler for this.

Monday, 11 October 2010

Yeo Valley raps in its brilliant new ad.

The ad, part of a £4million campaign, was first aired in the break of the Xfactor (their target market is young mums).

The Yeo Valley farmers "cooked a rap video" rapping not about their bling, girls and fast cars but instead their cows, tractors and wax jackets - matters a little bit closer to home.

It goes along with our belief that to do anything that is going to have dramatic, results you need to do something really different. This takes balls, and fair play to Yeo Valley for doing it. It is a big money gamble.

Our belief is proven by the viewing, and more importantly the comment numbers, from the YouTube ad: 141,103 views and 1,028 comments in three days (unlike this). Now, while these figures don't always translate into increased sales, it does show that people have taken notice.

The clever bit however, is that like good TV advertising from the past (think Budwierser Wassup etc.), it aims to get the product name into the language of the people. You could just hear people singing Yeo Valley! Yeo Valley! down the pub to their mates. That's priceless for a brand.

This type of ad is rare nowadays, with our penchant for big production, 'engaging', 'emotional', 'brand' ads that you could stick any company logo on the end of. How many times have you said to someone 'Did you see that ad last night? I can't remember who it's for, but it was brilliant!'? Not good when you've just spent £godknowshowmanymillion on your latest ad.

will projection mapping help sell hybrids?

It's a great display of tech and really well crafted, but unless you care to read about how it's done you wouldn't know that it's all projected.

Take that out of the equation and you've got an ad that just looks like poor computer generated special effects.

I suppose thats why it has only 2,552 views and more importantly one comment in five days. This, on the other hand.