Marobella's Branding SoapBox

What's Up With the Word Mash-Ups?

Has anyone else noticed that two direct competitors are using the same premise in their current ad campaigns? AT&T and Comcast are both using word mash-ups to make two different points in their spots. First, AT&T is trying to tell us that their network is wherever you are with words like NEW SANFRANKOTA," "CHILONDOSCOW," or "JAPARIDELPHIA."

Comcast is trying to get across another point with their "Televisaphonernetting" campaign that illustrates the various services that Comcast can bundle for you. Obviously, cable, phone and internet.

I can't imagine the horror that each agency and CMO felt when they saw the others campaign. And, it seems that both have increased their spending to try and benefit from the word mashup-a-thon. Nothing like a little brand blur action. Maybe its just art imitating life - what is the different between these companies anyway?

Current Favorite Campaigns - #1

The Miller High Life campaign is genius. It is based on a solid insight and turns the usual goal of a beverage distributor to get the liquid into every premise possible and becomes selective on who they 'allow' to have it. However, the premises allowed to have it are the ones that are aligned with the brand values of the Miller High LIfe - letting people live the high life. Apparently a $20 cover charge and an $11 burger are counter to the high life. So, using that thinking I imagine there no retailers or bars in NYC with Miller High Life. The insight is right on, the casting is right on and the scenarios used by the directors are also right on.

I do think that a closer tie-in with a web platform where consumers are engaged deeper in helping to call-out violations of the high life would  have helped the idea. Or, even have consumers  enact their own commercials. Just a thought. Overall, Love it. 

Sports Endorser Backlash

Here is a little backlash from seeing Peyton Manning in every other commercial on TV. Especially on ESPN or during a sports broadcast. He might be more of an 'everyman's' quarterback than Tom Brady, but my man TFB has got the mojo.

2 Things I Hate About IKEA

IKEA is usually mentioned in the same sentence as the phrase "one of the best brands in the world." Lord knows I have certainly spent my share of hard earned dollars inside the blue box. But, the time has come for me to question how the hell this brand is able to survive when they fall flat on their face on 2 glaring items and for good measure I will throw in a third.

First, their website. Ikea.com has to be the worst online retail shopping experience in the history of online retail shopping experiences. They have so few stores in the US, could you imagine the value they could create for their company if they had a better online experience? Not everyone enjoys the pilgrimage to the closest IKEA which is probably more than 100 miles away.

Second, their customer service 800#. For my Chicago-office of Wirestone, I have ordered a great deal of stuff from IKEA. Every time, and I mean every time, something goes wrong. My poor Office Manager spends at least 2-hours a day trying to resolve the issues. EVERY TIME!How can a world-class brand like IKEA have customer service that has to rank up there with Ed Debevics in Chicago. And for you Chicagoans, you know that ain't pretty. They are rude, clueless and anything but helpful.

And for good measure, I will throw in a 3rd - their stupid instruction manuals that make absolutely no sense. Now, if any of you masochists try and tell me that this is part of the IKEA charm, I will personally come to your house with that stupid allen wrench they give you and poke out your eye.

Now, I ask you good people of experience-land, how can a brand that falls way down on so many service-measures be as successful as they are? Are their products and store experience so good that we give them mulligans on the other stuff? If IKEA could round out their experience to include world-class customer service and a website experience that helps rather than hinders, imagine what they could do?

When Technology Bites Back.

I have been known as a gadget freak. However, this past week I experienced 2 examples of technical advances that urged me to go back to the old ways of doing things. First, I recently shelved my BlackBerry for the use of a regular ol' RAZR2. I call this my "great untethering". So, now I have to text people back and forth using an phone keyboard rather than a querty keyboard where I could text lightening fast. The phone has a feature called word recognition that predicts the word you are typing. I did a little test and word recognition actually slows down the process by almost 3x!!!! I turned it off and my texting is much faster. However, my thumbs are much sorer.

The second is more annoying. In a Hertz rental car you can get what is called a NeverLost which is basically a GPS system no different than is found in many models of cars these days. Well, my new name for the NeverLost is AlwaysLost. I was in my hometown of Boston heading to an area I didn't know and entered the address into the system. It got me lost. Believe that? Lost in my own hometown. It took me in crazy directions and tried to turn me down roads that didn't exist. My wife was ready to jump out of the car since we were late for a wedding. I should have just printed a MapQuest. Oh wait, that isnt really much better since I've been lost on that as well.

Maybe it's me?

The NHL's Problems Are at Local-level

I love hockey, but I don't behave like I love hockey. This is a line stolen from the recent article in Brandweek about the new NHL marketing campaign on the national level. Didn't we just see a new campaign break from the NHL to welcome back fans after the strike? Hmmm. I feel like Bill Murray in Groundhog day.

The game of hockey has done some nice things to make the sport more interesting and capture back some fans, including opening up the game for faster players, 2-line pass abolishment and more. They continue to look at other items like making the nets bigger etc. The NHL is in a tough spot. They are getting down there with MLS (Soccer) in terms of where it is on the radar of the American sport consciousness. I do think Hockey is an ol' boy network at the executive-team levels and is resistant to change. But, if they don't make the game more exciting and more of a show, forget it.

The most important element that was only briefly mentioned in the article was that building an NHL brand starts at the City level. Most (not all) die-hard fans have a relationship with one and sometimes two teams in which they are loyal enough to buy a hat or shirt. For me, growing up in Boston and now living in Chicago, I am a fan of two original six teams. But, there couldn't be two better case studies of how not to treat your customers. Every year, each team fields mediocre product while continuing to raise ticket and concession prices (the arena's are to blame as well). It is almost impossible for a middle-class family to enjoy one game, never mind being a season ticket holder.

Since moving to Chicago 5-years ago, I am astonished that the team refuses to broadcast home games.  Now, here is my thinking on this issue: Sure, I understand you want to sell tickets and people sitting on their ass at home eating popcorn and having a beer does nothing for your revenue. BUT, creating a fan base for the future in the kids of the City is what you should be thinking about. Based on what I just wrote about most families not being able to afford one game at the arena, how else can you build a fan base? Espn.com and the evening news highlights won't cut it. The answer is to allow as many people as possible to experience your brand in their own way. Then, if they like it they will come. How about having a couple nights through the year where fans are free? A little product sampling.

Many people do love Hockey, but until the super-rich owners start practicing a few basic marketing principles at the local-level, forget about it - MLB, NFL and the NBA will continue to garner attention.