In an August 2008 Wall Street Journal interview, Michael Phelps’ agent was quoted saying that his client could earn over 100 million dollars in endorsement and sponsorship deals over his life time.
This week, A Toronto-based company was the latest to cancel an event with Phelps. Power Within, Inc. had scheduled the 23-year-old swimmer to speak at events in Calgary and Vancouver.
Advertising Age reported he has lost at least one sponsor (Kellogg)because of his encounter with a marijuana pipe.
MSM: I am very concerned for Michael. Who can live on less than 100 million?
I don’t want his Olympic accomplishments diminished just because he couldn’t wait and get into the privacy of his own home to…relax.
So good reader, be assured that The Moodswing Minute has taken action and contacted another national client to take on young Michael as their new spokesperson and thereby recovering the lost endorsement money from Kellogg. Michael is committed to this new client as seen here preparing and practicing for his new role.
But seriously, when does the person end and the brand begin. There are various opinions. But one would assume that if you “sell” your name and image for a price, common sense dictates that there is an expectation of behavior from the company paying you that enhances their product brand and credibility. Let alone that you don’t embarrass or drag their company through the tabloids. I would love to get your opinion on endorsements and invite you to leave a comment.
I miss the 80s. Those were the simple times in the world. Business was different and done with integrity. The celebrities knew how to act and conduct themselves as professionals. Embarrassing their employer was unthinkable.
"I don't think we'll ever move definitively away from celebrity endorsers," says David Reeder, vice president of GreenLight, L.A. "They're powerful in the way they draw consumers to a brand. [But] brands will have to be more circumspect with the choices they make."
Indeed, Reeder's company measured advertising during the 2009 Grammy Awards and discovered that only 7% of the television spots that aired during the broadcast featured celebrity endorsements--down from 13% in 2008 and 21% in 2007.
Courtesy: Aaron Baar, From The Media Daily Post, New York.
MSM: YOU are the brand of your company. If you work for a large organization or have your own business, each customer will create in their minds the image and culture of the entire company based on a single interaction. For example: You have just met one person from IBM. That person comes across arrogant and disinterested. The perception created in that one customer’s mind is that IBM must train all of their people to conduct business in that fashion. (Which is not true).
YOU are the product. Your direct competitors have basically the identical product line up as you be it under different product names. The only difference between their company or store is YOU.
YOU convey the culture, the commitment the attitude of your company or employer. I basically do the same thing that I have done for 25 years, but instead of working or representing someone else, I represent my own company Moodswing Media inc. But still, I am thinking about having a meeting with myself this afternoon, I am not happy with my performance, I am considering downsizing and may have to lay myself off. I have noticed as well that my attitude lately is not where I need it to be. I might send myself home early in order to think about my role within the company and whether I can change and rise to the company’s expectation of myself. I plan to talk to me on Monday. I better let my family know that it might not go well. But I better be careful, if I don’t have all my paperwork in order, I might be able to sue myself over unjust dismissal. The lawyer fees on both sides will kill me, so I would need a large settlement to pay myself. Who knew that running a business would be so difficult?
Stress Costs. Smiles are Free. I thought that I would leave you this week with some free market advice:
You know you’re in a recession when:
· You brag about your new Apple, then go home and eat it
· The census taker rolls a quarter down your block, and counts half the neighborhood
· Your weekend home looks remarkably like your weekday home…which looks like your parents’ home
· Your knobby knees are the only heirlooms you have left.
Stay in a good Mood.
Brad
Friday
Issue #30 Swimming in Crap
February 27, 2009
Thursday
Issue #29 THE Worst Word in Advertising
February 19, 2009
First the set up:
City Of Ottawa Quizzed Over Atheist Ad Rejection
Ottawa is being questioned over why it rejected atheist ads proclaiming "There's probably no God.”
OTTAWA — the chair of Ottawa's transit committee will demand that city staff explain why they refused to allow atheist ads on city buses, even though ads quoting the Bible have been approved by the city and could appear on buses at any time.
The atheist ads, which say, "There's probably no God. Now stop worrying and enjoy your life," began in Britain and have spread around the world.
In Canada they've been on buses in London, Calgary, and Toronto, but were rejected by city staff in Halifax and Ottawa.
Justin Trottier, president of the Freethought Association of Canada, the ads' sponsor, said his group might ask a lawyer if their right to freedom of speech has been breached.
Courtesy: The Ottawa Citizen, Monday February 16, 2009
DID you spot it? Did you see The Worst Word in Advertising?
It is the word “probably.”
The fact that The Free Thought Association uses the word “probably” implies that even they aren’t absolutely convinced in their message. Is there an after life or not? Does GOD exist? Take a stand as a true believing atheist, (oxymoron) the sign should have read: There is No God, Enjoy Life.
If they are right and there is not a higher power, no harm no foul. Who is going to know? It just means that we are all in for “the big dirt sleep” nothing more.
I think that they use “probably” just in case they are wrong and hope that God has a sense of humor. “Oh, Hello Lord, imagine my red face.”
I find the whole issue humorous.
The Free Thought Association has received thousands of dollars worth of free and undeserved local media exposure.
But the word “probably” is not what has generated the attention.
The key to this campaign’s success is that Free Thought needed some uptight bureaucrat to refuse the advertising and that is exactly what they got. If Halifax, Ottawa and other Canadian cities would have accepted this ad placement as a normal course of business as they accept advertising with religious connotations, this campaign would have caused only mild curiosity and would have gone somewhat unnoticed. The Free Thought people were betting on the fact that the public sector is frozen with fear of offending anyone and it worked. I would be surprised if this story is getting as much play in the news in the cities that have accepted the campaign.
If you want to continue to wonder about whether advertising and marketing works use wishy-washy, milk toast, hedge your bet words like “probably”.
Create concepts that define who you are and what you stand for clearly and imaginatively.
What if some of the most familiar and famous marketers used the atheist approach to advertising. Would you be convinced of their quality of product or the passion for their business?
McDonalds: I’m Probably Lovin’ it.
Nike: You Should Probably Just do it.
Home Depot: You Might do it. We can Probably Help.
Staples: That was Probably Easy.
Allstate Insurance: You’re Probably in Good Hands, Maybe.
First the set up:
City Of Ottawa Quizzed Over Atheist Ad Rejection
Ottawa is being questioned over why it rejected atheist ads proclaiming "There's probably no God.”
OTTAWA — the chair of Ottawa's transit committee will demand that city staff explain why they refused to allow atheist ads on city buses, even though ads quoting the Bible have been approved by the city and could appear on buses at any time.
The atheist ads, which say, "There's probably no God. Now stop worrying and enjoy your life," began in Britain and have spread around the world.
In Canada they've been on buses in London, Calgary, and Toronto, but were rejected by city staff in Halifax and Ottawa.
Justin Trottier, president of the Freethought Association of Canada, the ads' sponsor, said his group might ask a lawyer if their right to freedom of speech has been breached.
Courtesy: The Ottawa Citizen, Monday February 16, 2009
DID you spot it? Did you see The Worst Word in Advertising?
It is the word “probably.”
The fact that The Free Thought Association uses the word “probably” implies that even they aren’t absolutely convinced in their message. Is there an after life or not? Does GOD exist? Take a stand as a true believing atheist, (oxymoron) the sign should have read: There is No God, Enjoy Life.
If they are right and there is not a higher power, no harm no foul. Who is going to know? It just means that we are all in for “the big dirt sleep” nothing more.
I think that they use “probably” just in case they are wrong and hope that God has a sense of humor. “Oh, Hello Lord, imagine my red face.”
I find the whole issue humorous.
The Free Thought Association has received thousands of dollars worth of free and undeserved local media exposure.
But the word “probably” is not what has generated the attention.
The key to this campaign’s success is that Free Thought needed some uptight bureaucrat to refuse the advertising and that is exactly what they got. If Halifax, Ottawa and other Canadian cities would have accepted this ad placement as a normal course of business as they accept advertising with religious connotations, this campaign would have caused only mild curiosity and would have gone somewhat unnoticed. The Free Thought people were betting on the fact that the public sector is frozen with fear of offending anyone and it worked. I would be surprised if this story is getting as much play in the news in the cities that have accepted the campaign.
If you want to continue to wonder about whether advertising and marketing works use wishy-washy, milk toast, hedge your bet words like “probably”.
Create concepts that define who you are and what you stand for clearly and imaginatively.
What if some of the most familiar and famous marketers used the atheist approach to advertising. Would you be convinced of their quality of product or the passion for their business?
McDonalds: I’m Probably Lovin’ it.
Nike: You Should Probably Just do it.
Home Depot: You Might do it. We can Probably Help.
Staples: That was Probably Easy.
Allstate Insurance: You’re Probably in Good Hands, Maybe.
WOW! Can you feel the connection, the impact?
If you want your advertising and media dollars to go further, simply offend someone.
By the way, The Free Thought people say the ads are part of a nationwide campaign to raise awareness about the rights of non-believers. So I intend to do “nothing.”
There Is Probably No Recession. Stop Worrying. Now Spend Your Money.
I am almost positive that I have made my point today, so I will leave you a few random thoughts:
- Would a sign on an atheist restaurant read; No shirt No shoes No God?
- Do atheists tell their kids about Santa Claus?
- I have heard that atheist dyslectics don’t believe in dogs.
Stay in good mood,
Brad
Issue #28 Wanted: One Hero to Hire!
February 12, 2009
We are in desperate need of a hero who can lead.
We need our leaders to lead both in business and in government. They need to reset their moral compass and begin to focus on what is really important; leading this county through one of the most difficult self inflicted financial disasters in history. While they are busy moving the deck chairs around the Titanic renamed the (USS Stimulus), consumers, industries, real people are hurting.
The consumer is looking to someone, a hero, a leader that they can believe in and follow.
The conduct of some of the world’s largest companies, corporations and major business leaders has been nothing more than fraudulent. They have lost their way. Leadership, corporate responsibility, integrity are all under valued and abused concepts. They are sending the message to their employees and customers that trusting big business is for fools and losers. How many examples do you need?
If you didn’t see the 60 Minutes interview with US Airways Flight 1549 Pilot, Chesley Sully Sullenberger who landed his airliner in the New York’s Hudson River and saved all 155 passengers and crew you must watch it now.
He embodies all the qualities of a leader. He demonstrates grace under incredible pressure. His sense of responsibility for the people in his charge is inspiring. His humility and self control in the face of the biggest crisis in his career is the stuff of great men.
This interview needs to be shown in every board room across the country in both private and public sectors. This interview must be mandatory viewing in every business school in Canada and the US.
Please watch this excellent interview with the following "representations" in mind;
The passengers represent us
The plane represents our country
The flock of birds flying into the engines represents the greed and misconduct of the all failed companies that heavily contributed to our current economic situation.
Captain Sullenberger represents our leaders.
The rescuers represent the coordinated effort of business and government that is needed.
Simply click on the link below.
The consumer is looking to someone, a hero, a leader that they can believe in and follow.
The conduct of some of the world’s largest companies, corporations and major business leaders has been nothing more than fraudulent. They have lost their way. Leadership, corporate responsibility, integrity are all under valued and abused concepts. They are sending the message to their employees and customers that trusting big business is for fools and losers. How many examples do you need?
If you didn’t see the 60 Minutes interview with US Airways Flight 1549 Pilot, Chesley Sully Sullenberger who landed his airliner in the New York’s Hudson River and saved all 155 passengers and crew you must watch it now.
He embodies all the qualities of a leader. He demonstrates grace under incredible pressure. His sense of responsibility for the people in his charge is inspiring. His humility and self control in the face of the biggest crisis in his career is the stuff of great men.
This interview needs to be shown in every board room across the country in both private and public sectors. This interview must be mandatory viewing in every business school in Canada and the US.
Please watch this excellent interview with the following "representations" in mind;
The passengers represent us
The plane represents our country
The flock of birds flying into the engines represents the greed and misconduct of the all failed companies that heavily contributed to our current economic situation.
Captain Sullenberger represents our leaders.
The rescuers represent the coordinated effort of business and government that is needed.
Simply click on the link below.
http://www.cbsnews.com/stories/2009/02/08/60minutes/main4783580.shtml
Heroes and leaders are ordinary people who are capable of extraordinary acts.
We have choices in our lives; wait to be led or lead. How can you be a leader in your everyday life? We can make a difference one person, one employee, one customer at a time. Leadership is simply the ability to organize and inspire a group of people (clients, customers, employees) to reach a common goal. Leaders shy away from the spotlight and prefer to shine it on others. Leaders influence decisions by actions not rhetoric. Leaders manage in the background. Leaders take a selfless approach to their business. A leader does not rape and pillage. Leaders serve.
I suggest to you that you are a leader. You make a difference regardless of your role. It just sometimes requires a slight attitude adjustment. The side benefit for you is how you will feel more confident and self assured, decisive and therefore more valuable.
Stay in a good mood.
Brad
(Note: If you aren't on the "alert list" and would like to have your name added, please just send me a reply email).
Friday
Issue #27: And Now the News….
February 6,2009
Okay okay, I get it. We are in deep crap with the economy and no one can tell us when we may emerge from it. Each newscast you hear, see or read in whatever media always begins with the latest roster of layoffs and downsizing or streamlining. It hammers the consumer psyche.
We as a society or culture gravitate to The News because we tend not to measure our individual success by our contributions or results, but by how truly messed up someone else is. The News, by its very nature, is Bad News. We mentally react to each news release with “thank god that wasn’t me that poor bugger.”
With every staff layoff, employers cut consumers; in many cases the very same people that they hope will buy their products or services.
The Globe and Mail said today that 7.2% of Canada’s workforce is now out of work.
How about this; 92.8% of Canada’s workforce is still working!
Most business people find it surprising that their business while it might be down is not dire. This is a weird contradiction. I have been told by some business people who say “we are still doing okay,” it’s almost like an apology. It is as if they haven’t lived up to the latest news stories.
I have arrived to a point in my life where I measure new information by two pieces of criteria; ”Do I need to know this? or “Do I want to know this?” If you don’t fit under either one, my brain starts airing old reruns of the Flintstones and your information is lost forever.
You may want to try it, with The News being what it is these days, ignorance can be bliss.
We can’t control the world. We can only control what we do and how we react to the new competitive factors presented. The consumer isn’t dead; they will just be in fewer numbers. That being the case, you are going to need to improve your close ratio.
We must change, and change is hard. I was talking with a sales person who was struggling a week or so ago and shared my other favorite mantra. “Whatever got you to where you are today is not enough to take you to where you need to go.”
Improve your close ratio by “Reinventing the Basics.”
How your phone is answered. Have you thanked them for calling, or coming into your place of business? This is one of the most underrated business functions.
Have you sincerely taken an interest in their needs, wants or desires?
Are you honest? (nuff said)
Do you implement the WOW factor?
Do you really know your customer and what they want or do you think you know what they want or worse, what they need?
Can you solve a customer problem within minutes or hours not days?
Can you be proactive?
“I was thinking about you and our conversation the other day and. what about this…..”
Or “I just reviewing your account or contract, I have found a way to save you some money.”
Or what if you had found a mistake before the customer did?
Most problems occur when we think that we have enough information or that we think that we know our customer.
The following amusing story, illustrates this basic business skill rather eloquently.
I THINK YOU'RE THE FATHER OF ONE OF MY KIDS...
A guy goes to the supermarket and notices an attractive woman waving at him.
She says hello.
He's rather taken back because he can't place where he knows her from.
So he says, 'Do you know me?'
To which she replies, 'I think you're the father of one of my kids'
Now his mind travels back to the only time he has ever been unfaithful to his wife and says, 'Are you the stripper from the bachelor party that I made love to on the pool table?'
She looks into his eyes and says calmly, 'No, I'm your son's teacher.
Okay okay, I get it. We are in deep crap with the economy and no one can tell us when we may emerge from it. Each newscast you hear, see or read in whatever media always begins with the latest roster of layoffs and downsizing or streamlining. It hammers the consumer psyche.
We as a society or culture gravitate to The News because we tend not to measure our individual success by our contributions or results, but by how truly messed up someone else is. The News, by its very nature, is Bad News. We mentally react to each news release with “thank god that wasn’t me that poor bugger.”
With every staff layoff, employers cut consumers; in many cases the very same people that they hope will buy their products or services.
The Globe and Mail said today that 7.2% of Canada’s workforce is now out of work.
How about this; 92.8% of Canada’s workforce is still working!
Most business people find it surprising that their business while it might be down is not dire. This is a weird contradiction. I have been told by some business people who say “we are still doing okay,” it’s almost like an apology. It is as if they haven’t lived up to the latest news stories.
I have arrived to a point in my life where I measure new information by two pieces of criteria; ”Do I need to know this? or “Do I want to know this?” If you don’t fit under either one, my brain starts airing old reruns of the Flintstones and your information is lost forever.
You may want to try it, with The News being what it is these days, ignorance can be bliss.
We can’t control the world. We can only control what we do and how we react to the new competitive factors presented. The consumer isn’t dead; they will just be in fewer numbers. That being the case, you are going to need to improve your close ratio.
We must change, and change is hard. I was talking with a sales person who was struggling a week or so ago and shared my other favorite mantra. “Whatever got you to where you are today is not enough to take you to where you need to go.”
Improve your close ratio by “Reinventing the Basics.”
How your phone is answered. Have you thanked them for calling, or coming into your place of business? This is one of the most underrated business functions.
Have you sincerely taken an interest in their needs, wants or desires?
Are you honest? (nuff said)
Do you implement the WOW factor?
Do you really know your customer and what they want or do you think you know what they want or worse, what they need?
Can you solve a customer problem within minutes or hours not days?
Can you be proactive?
“I was thinking about you and our conversation the other day and. what about this…..”
Or “I just reviewing your account or contract, I have found a way to save you some money.”
Or what if you had found a mistake before the customer did?
Most problems occur when we think that we have enough information or that we think that we know our customer.
The following amusing story, illustrates this basic business skill rather eloquently.
I THINK YOU'RE THE FATHER OF ONE OF MY KIDS...
A guy goes to the supermarket and notices an attractive woman waving at him.
She says hello.
He's rather taken back because he can't place where he knows her from.
So he says, 'Do you know me?'
To which she replies, 'I think you're the father of one of my kids'
Now his mind travels back to the only time he has ever been unfaithful to his wife and says, 'Are you the stripper from the bachelor party that I made love to on the pool table?'
She looks into his eyes and says calmly, 'No, I'm your son's teacher.
Never assume that you know the whole story.
. "It is better to keep your mouth closed and let people think you are a fool than to open it and remove all doubt."-- Mark Twain
Stay in a Good Mood.
Brad
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