WSJ. WTF?

Posted on: May 15, 2012
Category: Branding

by Tom DeSanto, Strategy Wonk

When my weekend edition of the Wall Street Journal arrives, I know it’s loaded with an extra dose of well-written, insightful articles on arts and culture. The masthead is branded WSJ in big letters to tell me it’s time to relax with the newspaper.

As I leaf down through the sections, the creative depth of WSJ makes me marvel. That is, until I reach the bottom. I’d say rock bottom because I discover a coupon section.

It has to be a mistake. Coupon sections come in junk mail, freebie rags and dying big-city papers desperate to boost circulation. Not the Wall Street Journal.

Believe me, I’m not all business. But I’ve come to believe that the Wall Street Journal brand, including WSJ, speaks to commerce at a far higher level than money-saving coupons.

Maybe my home-delivery person gets a cut for adding an extra section. Maybe I’m being punked by my neighbors. Does your WSJ come with a coupon section?

Please let me know. Until then, I refuse to believe it.

A brand is a brand and I know where I stand.

WSJ? WTF?

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Understanding Earth Day

Posted on: April 20, 2012
Category: Branding

by Tom DeSanto, Strategy Wonk

Back on the first Earth Day, I didn’t quite know what to make of it. Even now, I’m just beginning to understand.

On April 22, 1970, I was in eighth grade. A buzz of excitement permeated my Earth Sciences class. In anticipation of a new observance called Earth Day, we took a break from the usual curriculum. We confronted the evils of pollution in our air, water and land. And were told that, even as individuals, we could do something about it.

I learned a basic truth. This is our Earth and we have to take action to protect it. But we didn’t know exactly what action to take. We did something special that day. Composting comes to mind. But even now, I’m not sure what it was.

In the 42 years since then, Earth Day and I have experienced the approach of middle age. We’ve both fared well. I grew up and went out into the world. So did the environmental movement that was born that day.

In 1970, it is estimated that 20 million Americans participated in Earth Day activities. By 1990, the observance had gone global, reaching 200 million people in 141 countries. By 2010, more than one billion people took action ranging from rallies about climate change to civic engagement to prompt greener economies.

Did my interest in Earth Day grow and mature over those years? Not really. I haven’t been among the billions of participants. I’ve been involved maybe twice. Do I care about the Earth and live an environmentally conscious lifestyle? Absolutely. So, why haven’t I embraced Earth Day?

The event has failed to achieve adequate relevance in my life. I believe that, besides a basic understanding of the purpose of Earth Day and notification of local events, I needed to go beyond the “what” to the “whom.” I needed to identify with the driving force behind the event.

Until I began preparing to write this blog, I had never heard of the Earth Day Network, the originators and major supporters behind Earth Day. Most of the communications I received about Earth Day were fragmented bits and pieces from participating groups. I’m familiar with early icons of the movement, such as the ecology symbol, ecology flag and even the Pogo cartoon, but I had never seen the Earth Day Network logo.

Could it be that the organization behind Earth Day doesn’t have a clear brand? Has a lack of consistent branded communication from the Earth Day Network reduced its ability to make its presence known in a way that would lead me into a relationship? Or am I just missing something?

In celebration of April 22, 2012, I’m opening my eyes and engaging. I’ve visited the Earth Day Network website and re-evaluated my role in protecting the planet. I thought I was doing well. But the Earth Day Network Footprint Calculator revealed that if everyone lived like me, it would take four to seven Earths to provide enough resources. The calculator also provided practical tips for improvement.

I made my pledge toward A Billion Acts of Green®. I’m number 987,884,763 toward reaching the goal. My pledge: water conservation. I can do it!

Through the Earth Day Network, I have an environmental mentor, a resource that I can call my own for information and inspiration. I discovered the brand behind Earth Day.

Maybe at middle age I’ve finally grown up. Earth Day is about individual action. And now I have a better idea of what to do.

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The IRS: Looking for Love

Posted on: April 17, 2012
Category: Branding

by Tom DeSanto, Strategy Wonk

Yes, it’s Tax Day, the dramatic climax of a season in which we indulge in bemoaning our government’s bureaucracy and fiscal irresponsibility as we prepare for the final reckoning and loss of hard-earned, economically challenged dollars.

At the mere mention of “IRS,” most people immediately identify with well-earned stereotypes of faceless minions whose sole purpose is to torment the American taxpayer. It’s a brand we love to hate.

Over the past few years, I’ve had maddening experiences with the IRS as they contacted me about obscure details in forgotten returns. I was stunned to receive notices that I owed thousands of dollars, even after having my returns professionally prepared and being committed to pay Uncle Sam everything I owe.

Instead of crying “Uncle” and writing checks to avoid anticipated pain, I started making calls to the IRS and exercising my right to be heard. The call-wait times were often too long and I encountered my share of disinterest and dimwits. But, surprisingly, it was no worse than my experience in the corporate world. (And far beyond the overall standard of customer service I receive from the airlines.)

I worked through the details with IRS call-center staff and awaited further notices in the mail. In most cases, ended up receiving a refund, instead of having to pay additional tax. I found open minds and open purse strings, and actually received checks in the mail.

So, I’m marking Tax Day by reporting that the IRS has indeed improved customer service. And it’s proven by data that is compiled and documented through the Taxpayer Advocate Service, a branded channel for customer outreach.

By measuring customer satisfaction, improving operations and communications, the IRS is actively trying to overcome our distain and improve its brand image. It’s a modern love that invites ongoing dialogue through social media. The IRS hopes we will like them on Facebook (www.Facebook.com/YourVoiceAtIRS) and follow them on Twitter (www.twitter.com/YourVoiceatIRS).

Yes, as we mark Tax Day, the IRS is tweeting tips to make taxpaying easier. It’s an unrequited love. But the IRS continues its attempts to woo us.

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Branding is Believing

Posted on: March 14, 2012
Category: Branding

by Tom DeSanto, Strategy Wonk

What do you believe?
Every brand’s future is in your hands. Each generation either breathes new life into a brand or presides over its last breath.

Is the Encyclopaedia Britannica still the authoritative source for information?
No. Britannica has been overrun by Google and Wikipedia and today ceased publishing its venerable printed volumes. Britannica was established in 1768.

Are American cars as good as vehicles produced by foreign competitors?
Maybe. The American auto industry was flatlining until a Federal bailout shocked it back to life. Ford eschewed government help and is succeeding because a charismatic CEO rekindled Ford employees’ and vendors’ belief that they had a personal and financial stake in the success of the company. Ford Motor Company was incorporated in 1903.

Is Apple the leading source for whatever is new and cool?
Yes. In mid-2011, Apple surpassed Google as the world’s most valuable brand by reaching an estimated value of $153 billion, according to Brandz Top 100 Ranking. Its visionary leader had the clairvoyance to deliver consumers’ wildest dreams. Apple was born in 1976.

Which brands do you believe in?
All of us are all bombarded by unfathomable volleys of information and swept along by waves of technology and history. But, in the end, any brand’s fate rests in the hearts and minds of the masses.

What do you believe?
You have the power to shape your brand. But its ultimate fate is in the hands of those who believe in it.

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Happy Birthday to One Smart Cookie

Posted on: March 06, 2012
Category: Marketing

by Tom DeSanto, Strategy Wonk

Today we celebrate the 100th birthday of the Oreo®, a beloved cookie and iconic American brand.

But did you know that the Oreo was preceded in the marketplace by a remarkably similar cookie called the Hydrox? In 1908, the fledgling Sunshine Biscuit Company launched Hydrox, which rapidly became its flagship product.

Hydrox would have celebrated its 100th birthday in 2008. Instead, its obituary ran in the Wall Street Journal: “The Hydrox Cookie is Dead and Fans Won’t Get Over It.” (http://online.wsj.com/article/SB120069573721101481.html)

Why is one cookie in the grave and another is a healthy centenarian?

Was Oreo the superior product?

Arguably not. Hydrox cookies had a loyal following. One review stated that Hydrox had a “tangy, less-sweet filling and a crunchier cookie that stood up better to milk.” In a taste tasted conducted by Advertising Age in Manhattan in 1988, the final score was Hydrox 29, Oreo 16.

Two major product differences stand out among the cookie contenders. Hydrox contained no lard and was granted kosher certification. The Oreo contained lard and was granted U.S. Patent #0093009.

Many marketing pundits believe the real difference in longevity can be attributed to Nabisco’s superior marketing muscle and distribution capability. In the battle for market share, Hydrox never really had a chance.

A number of marketing missteps also led to Hydrox’s demise. In 1991, the Hydrox brand was revamped and represented by a character named Drox. Unfortunately, Drox soon bit the dust because he too closely resembled the Pillsbury Doughboy. Pillsbury sued and won.

In 1996, Hydrox cookies were reformulated with added sweetness and renamed "Droxies" to increase their appeal among children. Although reminiscent of Coke’s 1985 reformulation blunder, abandonment of the classic recipe was never repealed. The once-famous Hydrox cookie slipped into oblivion by 2003. A brief reprise occurred in 2008.

And then kaput.

Happy Birthday to Oreo, a great product given a long life by consistent and clever marketing. A visit to http://www.nabiscoworld.com/oreo/birthday shows why.

Celebrating 100 years, Oreo is one smart cookie.

1 comments

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Look Before You Leap. (No Bull)

Posted on: February 29, 2012
Category: Advertising

by Tom DeSanto, Strategy Wonk

Today is Leap Day, that extra 29th of February we get every four years.

“People jumped off tall buildings all around the country Wednesday, but no one got hurt.” proclaimed the provocative lead-in to an AP story, published in the online editions the Washington Post, Newsday and Fox News.

The story went on to say that parachutists leaped off skyscrapers in Miami, Detroit and Las Vegas to be filmed for an energy drink commercial.

The energy drink wasn’t mentioned by name. However, one story included a photo that showed a parachute emblazoned with the Red Bull logo.

I was inspired to go to the Red Bull website to get to the bottom of it, but found nothing about Leap Day.

Oops. Opportunity missed.

The stunts, were right on target. According to Red Bull’s website: “Red Bull gives wings to people who want to be mentally and physically active and have a zest for life.” I get it. The Red Bull parachutes were like wings for the daredevil leapers.

What I didn’t get was an immediate branded message that capitalized on their Leap Day stunts.

Moral of the story: Look for every promotional opportunity before you leap into your next big idea.
 

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