Marobella's Branding SoapBox

Cocaine In A Can

Does the success of the energy drink Cocaine really surprise anyone? For an energy drink to get awareness in a market that is dominated by Red Bull and outspent on advertising by Coca-Cola for their drink Full Throttle, they had to do something that captured attention. I have to say, I am not sure how I feel about this. That our kids our asking for an energy drink called Cocaine in clubs. Is this a gateway drink? The writing on the can even looks like cut lines. A recent article on   Media Post talks about the fact they have sold out of their inventory and the most startling fact, they have spent less than $40.00 US on marketing. Thats right, I didnt leave any zeroes out. And that cost was to courier a case to the New York Post. A pure PR play.

But this is a marketing ploy similar to the now dead OJ book strategy. The more negative press, the more people that will want to buy it. Every person that comes out and speaks against it, is just selling more cases of the product for the company.

Genius marketing or irresponsible? You decide.

Good Idea, Bad Execution

Much has been written about Wal-mart's recent "failure" to offer "upscale" apparel under the Metro7 brand name. The focus of the discussions have revolved around them straying too far from their core of value and low prices. That their customer base wouldn't respond to upscale merchandise and that high-income people wouldn't come into Wal-mart to buy clothes. And, indications point to the fact that customers didn't respond to their efforts.

First, even a company like Wal-mart has to find ways to grow their business, find new areas of revenue creation and offer new products. They can't squeeze their suppliers to growth for the rest of their lives, they need to innovate. With that said, who can blame them for taking a chance. I think it is a good idea. But, with poor execution.

Wal-mart developed some new apparel lines that for all intent and purposes,aren't too bad. The designs are trend right and not too far away from center. And, relatively  speaking not expensive. So why didn't it work out? And, why is the retailer retreating from the strategy?

I believe that like Sears with Lands End, Wal-mart thought they could squeeze in the new line between the same ol' merchandise and same ol' shopping experience and that people would come flocking. It just doesn't work that way. Specialty retailers like A&F, American Eagle, Hollister and others are offering great experiences and cool merchandise. Wal-mart might have had a chance if they invested in creating an experience within their store. A destination that had four walls around it to house this merchandise with different sales associates, different lighting and music. I'm not talking huge square footage, but something distinctive enough to merchandise the products in a cooler way.

The same goes for Sears with Lands End. What's another $100M in build-out expenses when you've just paid $1.2B for the brand? Don't be pennywise and pound foolish, finish the experience for people - they will reward you for it.

I Told You So.

On December 11th, I predicted that retailers would whine about how they missed the mark on sales this holiday season, We're Cheaper Than You.  Well, I hate to say it, but it is happening. Sales are not even close to what was predicted for 2006 Holiday season. None of the big retailers are excited about their results and of course are pointing to their reduction in prices to be competitive, weather, energy prices and the fact that Santa's sleigh wasn't flying fast enough.

Flat screen TV's, Game consoles, Ipod's and other electronics were the hot sellers again this year. Hey, who is talking about this big fat elephant in the room? None of these big retailers have merchandise that differentiates or excites consumers? All of their shopping experiences suck beyond belief and they all have trained consumers to wait until the last minute during the holiday season for the biggest discounts eroding their margins. Is it any wonder that Tiffany and Coach executives are sitting pretty after this holiday? They had great seasons - they offer very cool merchandise at full price within a compelling store experience. Their brands have cache and their merchandise evolves with trends while staying true to their core product lines. They simply get it.

Brands are driving retail sales and innovation, the new Vizio TV brand, Apple, Sony and Nintendo. The retailers that simply carry this merchandise sits between the consumer and the brand. They are adding no value for innovation. When are we as marketers going to hear the bell? Every single year the price battle happens, every single year prices drop like clockwork on bad merchandise, while the cool stuff stays steady. Did you see a PS3 below $599? I think not.

Ok, off to the store to buy stuff at 75% off.

Second Life is Creepy

With All the buzz about Second Life in marketing circles and whether or not brands should take the virtual plunge, I took Greg Verdino's advice and decided that if I was going to talk about Second Life with my clients that I really needed to understand the dynamics of this universe. Taking the opportunity over this break, I created an alter-ego, Blake Burks, and jumped in. Let me say first that my initial feeling was one of dirtiness, that I was doing something in parallel to walking through a red light district or something worse. It just didn't feel right. There were people walking around naked, people kissing parrots and multiple islands for people into bondage. Is it any surprise that the sin world has latched onto this world first? That strip clubs, night clubs and other mature content are first to leverage this world? The big elephant of the internet for the past 10 years is that the porn industry is always out in front of big brands with web marketing innovation - streaming media, affiliate marketing etc. It felt to me that they are first movers here too.

The overall experience is clunky and weird. People flying around, dancing around fire pits naked, meditating and big brands are evaluating this world? Of course you can teleport to the Reuter bureau of a variety of other above board places. Greg also talked about how this could be phase 1.0 of 3D web browsing which makes sense to me. Virtual interaction with people around the world makes sense too. However, now it feels more like a place where people don't have to be themselves and escape the real world. Kinda like the Sims on Steroids.

Blake Burks over and out.

I'm Done With Trump.

I used to admire brand Trump. Even before The Apprentice, I read his books, admired his ability to strategize, thought his way of doing business was how it is done. Now, after the Apprentice, it is sad for me to say that brand Trump has not evolved with the times. His brand of leadership is so 80's. Cutting people down, being the asshole CEO that is heartless when he fires someone, dare I say enjoy it. Is that what we want to teach our leaders of the future? That CEO's have no heart and love to fire people? Or, when someone challenges them they call them fat, ugly and talentless. Even worse, his excuse for that is that he is a billioniare. He is a billionaire so he is allowed to treat people that way? He is a billionaire and he doesn't have to listen to criticism? What is this world coming to? The fact that his show the Apprentice has half the viewership it once did and he continues to talk shit about other people?

This man has absolutely no ability to be compassionate. This is a person that is suing someone for defamation for saying he was a millioniare, not a billionaire. I am sure he has some cock eyed rationale for his case about how it ruins his credibility etc etc. Give me a break.

I used to admire you and now I cannot stand you. For that I am pissed.

In the spirit of your words, "You are absolutely the biggest, most fabulous asshole in the world."

Merry Christmas Don.

Carmelo, Iverson & Miss USA

We Americans love a villain, don't we? As marketers have been using spokespeople to pawn their products for many years. The saw has been to find the right person that will stay out of trouble and not damage the brand if they get caught red-handed (or white-nosed).

Carmelo Anthony and Miss USA are two people that have been in the news lately for doing some rather non-boyscout things. However, that perspective depends on your perspective. When Allen Iverson gets in trouble for any of the myriad things he has done, guess what? Sales of his jerseys and sneakers go up. Why? Because no PR is bad PR. Because when he gets in trouble he relates better with his fans. Take Carmelo's recent swing on the court getting him suspended for 15 games a ton of salary. Sure, it will get him far with his team mates - but it will also sell him more sneakers and jerseys - he will make his money up in product sales.

Now, onto Miss USA busted for making out with Miss Teen USA and doing drugs in a night club in the Big Apple. Many expected the Donald to fire her today and strip her crown. Not me, I think it makes her more "real". The Don understands the power of PR and while this might not be the best press from the church organizations, the general public loves it. It does wonders for the Miss USA brand whether or not the Don will admit it. I have never even thought about the pageant and here we are talking about it. I predict great ratings for the next Miss USA pageant. Watch.

However, on the other hand cocaine didn't help DeLorean sales. 

All I Want For Christmas...

....is a blogroll link from my man Tom Peters.  

Team Brands and Their Fans

I went to the Chicago Bears game today with my step-son. We had pretty good seats 13th row at the turn on the south side of Soldier Field. Being from Boston, this was my first time to a Bears game or in Soldier Field. With regard to sports brands in Chicago, especially with Baseball, I always find it interesting how fans associate with a team brand or the team brand associates with it's fans. For example, if you're not from Chicago you may not know that each baseball team in town has a distinct set of fans. For the North Siders, the Cubs, you typically have your "white-collar" executive types, fraternity and sorority guys and girls and a whole lot of khaki pants, loafers and north face jackets. For the South Siders, the White Sox, you usually see a lot of tattoos, leather, long hair and white sneakers with jeans. Now, each set of fans absolutely get rowdy in their own right, thats for sure. And, neither one is right or wrong. I actually find myself associating with both teams - maybe that is because my heart is in Boston with the Red Sox. Anyway, as the teams market themselves, knowing their fan base is critical. A grittier, no bones message to White Sox fans works vs. a softer, more refined message to Cub fans.

But today at the one team that unites Chicago rather than divides it (a recent headline in a Miller Lite ad by the way), I couldn't help but watch the people around me more than the game. The stands were about 75% men (no surprise), I dare to say the rough around the edges type, not metrosexuals thats for sure. My step son is 12 and he commented on how much swearing was happening around us, I drop the occassional F bomb and I must say it was brutal. I was wondering where all the other Bears fans were. Were they at home, nice and cozy in their huge homes with their home entertainment systems away from this madness? Or, where they up in the corporate luxury boxes?

How does a team like the Bears attract and retain a fan base like this, but make sure they don't alienate the upper income, white collar customer? For either one, their money is green. Sounds like a Harley-Davidson brand challenge doesn't it?  The key is in understanding the needs of both segments (or others) and parse your message based on a core set of brand beliefs. Communicate with each segment in your chosen media vehicles and stay true to the brand. Football fans are united by two things, history and hope. When a team isn't winning, memories of teams past will keep them engaged, when a team is winning, well you know the rest - not to mention the bandwagon effect.

Big Dog Motorcycles Getting Flashed

I love this ad for a few reasons:

1. Big Dog is a late entrant in the motorcycle game and while they are a challenger brand against some better known brands - including Harley Davidson - they have locked onto a very cool insight and executed flawlessly. Believe me, especially where I live in Naperville, IL I am sure there are plenty of Moms that would love to show their business to the 'bad boy' on the chopper.

2. The insight of Moms aren't what they used to be and there is a little 'Girls Gone Wild' in every Minivan Mom. The kids in the back is a riot. I am sure some stuffy Mom advocacy group somewhere will protest this ad.

3. And lastly, why do parents have to lose their identity when they move to the suburbs and have kids? Why can't that be the dad on the motorcycle? You don't have to be a doofus when you get married, have kids and move to naperville... uhhh I mean the suburbs.

I want one.

We're Cheaper, No We're Cheaper - Retail Advertising Gone Wild

Great article in Ad Age today about the spiral of Retail Advertising by the one and only Al Ries Retailers Make Same Marketing Mistake as Airlines . I love Al. He talks about brands that zagged when most zigged. The my price is lower than your price is sustainable only so long. And all the 'we can't be beat' mantras! How about a little differentiation in the merchandise? How about a pleasant shopping experience. My Kohls experience on Black Friday had to be one of the worst retail experiences I've ever had. Awful. But hey, they had the Scene It DVD Game for 24.99! I guess thats worth a couple points on my blood pressure.

I have to admit though, even though they all suck - I do like looking through the 40-50 inserts each retailer had in the newspaper. I like laughing at their suckiness and over my coffee wonder how they hell they think people really care about the shit they have in their preprints. Trust me, I have made a few of those in my advertising days and care to forget the experience. It is the most expensive and narcisstic experience that a retailer goes through month after month.

The only brand that I feel does it right on discounting is Old Navy. Why? Because they make it fun, they make it cool and their store makes you feel like you are having fun. Their clothes are trendy but still cheap. Their identity is integrated not only in look and feel, but in attitude. They get it.

No wonder why retail results lag every year. When are they going to get it? I mean even Wal-Mart can't get it right.  If you remember, last year they didnt discount as much and they didnt have any advertising  in the  printed paper in December. This year, they discounted, advertised in December but moved away from their core audience with higher fashion apparel. I think that is a cop out. Their apparel is not "higher fashion" by the way. What makes them think that people that make lower incomes dont want to look cool?

Remember this, there is always an excuse for the retailers. Where do I get the job as CEO making millions and year after year I can just crank up the excuse-o-rama machine and explain the Wall Street why we missed our forecasts. I can hear them now: Warmer than expected weather, Gas prices rose, The Salvation Army guys rang their bells too loud, Julie Roehm was sleeping with her direct report and on and on.