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

Issue #35 The Space and Time Conundrum

October 8, 2009

A well known business author and speaker C.L. Karass is famous for his saying; "In Business As in Life, You Don't Get What You Deserve, You Get What You Negotiate".
When it comes to advertising and marketing this isn’t always true.
Regardless of media choices, your advertising is like an Empty Square This example represents all media, traditional or on line. Most media companies are in the business of selling empty squares. You may have negotiated a great price to place your Empty Square and you hope that your choices are the best environment or “fit” for potential consumers to see, hear or click through to your business.

The Space and Time Conundrum is; why do some squares generate better results for the advertiser than other squares? You already know the answer, it what’s on the inside that counts. IF time and technology have taught us anything is that there is no must buy media or media outlet. The market is just too fragmented. A continued market fragmentation comes with a whole new army of sales people. By the time selection, cost evaluations and negotiations are done, many business people are exhausted but yet hopeful that their square will accomplish something for their business.
What can you do to distinguish yourself and business to catch the attention of potential customers? (First you call Moodswing Media). :)
By the way, these are often the same consumers that will tell you emphatically that they don’t pay attention to any advertising of anykind. Another common phrase is something called "Ad Avoidance". In reality ad avoidance is really a bad ad avoidance. People still talk about great ads that they have seen or heard and nowhere in that coversation will a consumer ever wonder about the cost of airing or placement. Yet the cost of placement while important, seems to take priority with advertisers over what will actually go INTO their Square. Interestingly enough advertisers will rarely blame their actual ad for poor results (especially if was their idea). They will blame the media. Does any of this sound familiar? "TV doesn't work, radio doesn't work, print doesn't work...oh and don't get me going on this whole web thing."
What we all need from time to time is a little inspiration.
ART & COPY is a new critically acclaimed documentary that focuses on the world of advertising and the people in it….Watch.


ART & COPY Trailer from ART & COPY on Vimeo.

If you are in advertising business and that trailer doesn’t quicken your pulse just a little then maybe accounting was your calling. If you remember anything from this edition of the MSM, I hopes it's this;
Inspirational, impactful and creative advertising doesn't cost a fortune. Great ideas come from anywhere and anyone, just be listening for it. The amount you spend on advertising is not proportionally tied to the actual result. Whether you have $10,000.00 or $1,000,000.00 in advertsing and marketing funds, the only defining difference between success and failure is creativity and commitment. If you really think about what you are putting in your Square you can overtake competitors with larger budgets just by having better ideas and a little courage.
ART & COPY: The actual movie is not available for purchase as of yet as it is still making the stops at various screenings and film festivals. Just click this link it will take you to their website for more info.
http://artandcopyfilm.org/
If you have time to watch, below is an interview with the main characters in the documentary. It is worth the 10 minutes.

I leave you with a quote from Doug Pray the director of ART & COPY;
“You may hate advertising but you are wearing our jeans".

Stay in a good mood,
Brad

(p)

Issue 34 “Sofa so Good?

September 18, 2009

Attack Ads.
A couple of months ago, Rogers Phone launched a direct attack at Bell's home phone service with a headline of “Simply better by Comparison” advertising strategy. To quickly grab the fleeting attention of a prospective customer, Rogers used a simple visual of the red and blue couch as the “symbol” of this particular strategy…”compare us to them". This was the response from Bell.
Bell’s ad cut the legs out of the Rogers creative very quickly and effectively. Whether the ad is accurate in terms of particulars is not as important for our purpose as the average 1 second required to catch the eye of a consumer. It minimized the preceived value Roger’s offer very quickly. Most people can’t distinguish a real difference between Rogers (Shaw in the west) or Bell in terms of products so their battle is always “price based.” And price is the last line of defense.
MSM: Attack your advertising. The average consumer is indifferent to the fact that you are renovating, overstocked, moving etc. Or that you are big, you are better, you are cheaper. These are YOUR motivators, not theirs. They care about "what is in it for me?"
Before you are about to spend marketing and advertising dollars ask yourself a two simple questions:
What do you want to be famous for?
What is the benefit to a potential customer?
Whatever “that” is make it the focal point of your messaging through advertising, your staff and customer interaction.
This simple exercise can fine tune your message in order that a competitor(s) cannot directly attack your position with relative ease. It is worth repeating that the Definition of a Satisfied Customer Is Simply One Who Perceives a Lack of a Better Alternative. And isn’t THAT the point of good advertising and marketing?

Stay in a good mood,
Brad