Me first?

I was on a plane traveling and had an interesting observation. When you are on a plane, they always tell you to put your mask on first before helping others put theirs on. How come in life we tend to put others first except on an airplane? The notion of taking care of yourself first so you can be prepared, healthy and ready to help others is, or at least should be, words to live by everyday. I know that when I sleep better, exercise and give myself a little time to be, I can be a better parent, partner, and leader to my company and clients. That’s not to say that we should all be selfish and self-focused, but a little self care goes a long way.

Is short always memorable?

Have you ever noticed how you don’t think twice asking for a Pepsi, a Coke or sending a package Fedex, when the real names of the companies started out as Pepsi Cola, Coca Cola and Federal Express? We work with many clients to create new, innovative and proprietary brand names. Some of our clients want a brand that is just initials, and I always come back and ask them… Why? They reply – It is easier to say, memorable, and short.  But in all truth, it is ONLY easier to say, memorable and short because its roots were longer and resonated with the consumer with more meaning to begin with.

Since it is March Madness, let’s look at the equities and evolutions of university brands. University of Pittsburgh or PITT. University of Texas, otherwise mostly referred to as UT,  University of Missouri or MIZZOU. People would think you were seriously uncool if you were cheering in the stands screaming “Go University of Pittsburgh” verses “P-I-T-T Let’s Go PITT!”  Brands are living things, and the clients and customers they keep mold and shape them even if they don’t want them to.

Your customers will take you where they need and want you to go. Those are words I live by. But don’t disregard the power of creating brand equity based in meaning, strong positioning and power when you are starting off. Brands need to be explained, defined and reinforced. Only then can they be shortened and recognizable at the same time.

Tea Time? Not if you can’t find it!

As many of you may (or may not) know, I have a graduate degree in corporate graphics. I studied and researched how companies grow and maintain their brand equities over time while still evolving their brand to reach and resonate with new consumers. I am consistently amazed at how the corporate world tends to embrace an evolutionary strategy, while in packaging, sometimes it is forgotten or disregarded.

Yesterday I went out to purchase my favorite tea. It is only sold at one particular store, so off I went. Once there, in the proper aisle, I began looking for the tea. I looked and looked, asked a clerk, searched again, and then finally found it. Now this package is distinctive, has an ownable color, and is pretty easy to find, but it was gone. I asked a sales associate if they could help, and after 10 minutes, we found the package. It had undergone such a massive transformation and overhaul that it was unrecognizable. So I shook my head, and purchased my tea.

Why do companies do this? Why do brand managers do this? In the over-communicated world we live in, consistency is a good thing. I have seen this happen before to other brands. The brand undergoes a major packaging change and releases it to the shelf without any marketing supportor shelf store signage to help educate the consumer to notice the new look. Then as sales drop, everyone blames the packaging.

Well, that usually is not the reason. With a three second attention span at the shelf, if you can’t find what you are looking for, you look for alternatives. When evolving packaging, I feel strongly that you need to be strategic. Companies need to understand what equities are important and recognizable and what elements can be changed. If an interim step is needed, go ahead and move your brand slowly. It is okay… I give you permission. Yes, it may be a little more expensive, but it is much harder to earn new customers than keep the ones you have.

Is Exposure for the Sake of Exposure Okay?

I’ve just come home from a great 3-day Mindset Retreat from Client Attractions to refine, define and reset your mindset to be more productive, positive and receptive to success.

After being immersed and focused for 3 days and nights, I thrust myself back into reality at 6:00 am as I entered the Fort Lauderdale airport.

Noise, hustle and bustle, rushing and brands all around. Look at this – buy this – everywhere you look. Not the peaceful self-focused days of earlier in the week.

But this is normal stuff. Once on the plane I thought, “Okay – relax and refocus. Then I opened the menu on my Jet Blue flight.

EVERYTHING was branded down to the Claritin brand headrest pillow and Arm & Hammer blanket. WOW! This was crazy! Will a Claratin pillow really help me with my allergies? I don’t think so.

With the proliferation of DVR’s, Netflix and Amazon video, and online news and magazines, advertisers are really trying to get our attention and get their brands back in our faces – everywhere… even without full thought.

Captive audiences, whether in a movie theatre or on a plane, are great places to expose people to brands, but advertisers need to make sure the brand makes sense in the environment where it’s being pitched. Exposure for the sake of exposure – is NOT okay.

This is something I focus on with my clients as we look at appropriate brand extensions, brand growth and breadth. Does it make sense? Does the brand resonate? Does it make the brand message stronger or dilute it? As I stare at the Claritin pillow and Arm & Hammer blanket, I ask myself if this exposure strengthens their brands, and I say, “No.”

Presentation is Everything!

In life, many times it is how you present the message that matters – making a good impression and paying attention to the details shows you care. I find that in life, this works well in business as well as in ones’ kitchen. 

Enjoy this recipe for "Silly Easy Petit Fours."