Issue #36 There is a Pig in my Head.

October 16, 2009

Question: Do you know who REALLY needs help with branding?
Answer: THE CDC, Center of Disease Control.

Mad Cow, Swine Flu, Bird Flu, the origins of these diseases are commonly named for how they were first discovered and the instance when it was first reported that they were transmitted to humans.
If you remember when The Swine Flu was first detected on a ranch in Mexico it was originally called The Mexican Flu. The Mexican Government objected strongly to the name due to fear of lost tourism to the entire country just because this flu was detected on one ranch. Wtihout thinking of the consequences the CDC then referred to it as The Swine Flu.
Now the perception problem; consumers feared eating pork.
Unlike Mad Cow where the sickness can be transferred to humans after the processing, you cannot catch Swine Flu by eating pork.
Yet, the pork industry in Canada has been decimated.
So once again, for clarification, the CDC announced that the more accurate name for this serious ailment and encouraged the media to now refer to this flu strain in its true name of H1N1. It kind of just rolls off the tongue doesn’t it?
But its too late, the image of Swine is now implanted into the psyche of the public. The big brains can give it any compound name it desires, but to Mr. and Ms Everyday it still is The Swine Flu.
To be fair, the CDC has more on its collective mind than thinking up catchy disease names, but maybe they could borrow an idea from The U.S. National Hurricane Center.
Due to the long-term persistence of hurricanes, the meteorologists needed unique identifiers for issuing forecasts and warnings. Probably the most famous in recent memory is Hurricane Katrina.
Based on the success of this identification system of serious storm forecasting by the US Hurricane Center, The Moodswing Minute has a suggestion to the CDC for naming the next new strain of the flu. Why not name the next flu strain… for example…The Gary Flu.
“Wash your hands thoroughly to avoid passing Gary onto others.”
“If you have Gary, stay in bed.”
“If you’re feeling Gary for more than three days, call your doctor.”
“Take steps to avoid Gary by sneezing into your arm”. (Sucks if you are wearing a short sleeve shirt).
By taking this new direction in “name” branding diseases, we believe that there will be no harm, no fowl (ha) in terms of product consumption or tourism.

The Swine Flu is actually a great example of “mental imagery.” The name attaches an easy mental visual with the mainstream. For example...

Consumers cannot attach a mental image to H1N1.
And everyone unknowingly attaches a mental image to people and businesses. Often this “perception” is made with the smallest amount of information. If you are trying to attract new customers, it is vitally important that your choice of words and / or images convey immediately who you are and your business principles whether you are communicating through advertising or in direct marketing and meeting new clients in person.
Choose your words carefully; as you only have one chance to make a great first impression.
In the world of advertising we turn to the master, George Carlin. If you have another 30 seconds to listen, he can give you a list of words to absolutely avoid when positioning your brand and your business because no one will believe you.
Remember “WORDS IS POWERFUL.”
Stay in a good mood,

Brad