Joel's Musings on Marketing, Branding & Trends

Brand Seacrest

Is it just me or is Ryan Seacrest becoming a brand that is extending itself just a bit too far? Consider this. Brand Seacrest is the host of….

American Idol
E! News
2007 Emmy Awards
2007 Emmy Awards (Pre-show)
2008 Super Bowl Pre-game show
Dick Clark’s Rockin’ New Years Eve
A daily morning drive time radio show in LA
America’s Top 40 Radio Show (syndicated)
Guest Host for Larry King on CNN

And I thought that I worked hard. The only good thing about all of this is that it keeps Billy Bush off of the air.

Warady……OUT!

Is Social Networking the Answer?

I’m a big fan of social networking. I find it simply fascinating to watch people live their lives in public, and leave messages for the world to see. I also find it equally fascinating to see how addicted people can become using their social network site of choice.

So I find it interesting that a new social network will be launching in September. Dubbed PeopleJam, it is a site that ties together people who want to get ahead in life, and life coaches who offer life advice. They promise to get you a better job, a better relationship, more money, and a better body. All from a website! Here is how the company’s CEO describes the site.

“PeopleJam is a place for individuals who want to get ahead of life. We’ve built the first social media company that provides Internet users with the means to figure out how to fit together the seemingly disconnected parts of their lives.”

So let me see if I understand. These people want to get ahead in life. They are seeking answers. They feel somewhat disconnected with society. What should they do? Hmmmm……

How About Getting off the Computer!!! Go Outside. Try talking to people face to face! It works wonders.

(As I write this on my computer stuck in my 5th Starbucks of the day. I’ve got to get out more.)

Who Owns the Cross?

It was reported by the Wall St. Journal on August 9 that Johnson & Johnson is suing the American Red Cross over a disagreement regarding the use of the red cross symbol. It seems that J&J has been using the symbol since 1887, and they entered into an agreement with the Red Cross in 1895 regaridng the use of the symbol. Supposedly J&J has exclusive rights to use the symbol for commercial endeavors, and the American Red Cross can use the symbol for relief efforts. The dispute has occurred because the Red Cross has licensed their name and symbol to companies selling product at retail.

A few thoughts on this subject.

1. There is no way that J&J will ever look good, no matter what the outcome.

2. The American Red Cross is going to have to spend money on legal fees, and that is not where people want their donation dollars to be used.

3. Should anyone be able to lay claim to a red colored cross?

I did a little research. The Gongora family coat of arms has a red cross as well (see image at left), and is available for public domain use by the family. And the coat of arms pre-dates the 1887 use by J&J. So while the family might not sue J&J, they might declare war. Then of course there is the Catholic Church. I'm sure they may lay claim to the use of a cross as well.

By the way, J&J. There is a DWI law firm based in Houston named Johnson & Johnson. If you are going to sue people for using common symbols like a cross, you might as well sue for the use of a common name (you can't get any more common than Johnson). This will keep you busy. There are a lot of Johnsons in America's phone books.

The Status of Being Linkedin

We aren't talking about product marketing today as much as we are talking about marketing ourselves. I'm a big believer in self-promotion and have been ever since reading Tom Peters' essay named The Brand Called You. Obviously I have bought into the concept. I have a website, I write on this blog thinking people want to read my thoughts, I have a MySpace profile, a Facebook profile, and have my name listed as a Google alert. I get away with all of this narcissism by categorizing it under self-branding.

But for some reason I am having a problem with Linkedin.

People seem to have started to make Linkedin a contest. I have people who email me asking me if I will link to them, and then they like to point out to me that they have over 300 links on Linkedin. Big deal! I don't get it. I can see the value if you are looking for a job or something, but if you are simply doing business, don't you already have these people in your own contact management system or address book program? Why do you need to link to them?

By the way, there is a great article on Business Week.com that is written by a person who thinks the "new" open Facebook is much better for business than Linkedin. It really got me thinking how Facebook can be utilized in our business. So I don't think I am going to pursue links as my new avocation. If someone wants to link to me, fine. But I'm not going to bug all of the people in my database asking them to link to me.

I'm Linked Out!

Baloney!!!

Sometimes the simplest marketing message is the most effective....

Advertising Age announced today that Jerry Ringlien, the former VP of Marketing at Oscar Mayer, died of a heart attack at age 77. He is the genius behind the "My Bologna Has A First Name" campaign as well as "I Wish I Were an Oscar Mayer Wiener" campaign.

Jerry's son recently uploaded a video of his father discussing the thoughts behind the Bologna campaign. There is a great marketing lesson to be learned in its simplicity of branding. As for the young marketing people who have never seen the ad, take a look at the commercial. Today we call this emotional branding. When the ad came out it was simply categorized as great marketing.

Watching the ad this morning after not having seen it in some time, really made me smile. It's going to be a good day today.

We've Come a Long Way Baby

There is some interesting news in the men's grooming category. NPD Group reports that men's grooming and fragrance in the US exceeds $1 billion in sales this year. Beauty companies continue to focus on the male grooming market, developing new products that speak directly to men, hoping that the market will catch up to the product innovations.

While $1 Billion seems like a good size market, it continues to be a difficult market to penetrate for manufacturers. It is true that men are spending more money, and more time on their personal care, yet the retailers still relegate the product to a very small set in their stores, usually near the men's shaving section. Men do not necessarily seek the products out with intent, therefore product is sold on impulse, or as a result of sampling.

It will be a long time before men start to share their favorite skin products with other men in the gym locker room. Word of mouth recommendations are not currently happening in this category, and marketers will need to find a different method in which the word can be spread between male consumers.

At the same time, men will need to be convinced that the new grooming products are necessary. When I was in college, I'm proud to say that I showered daily (almost). But many times, if I was out of soap or shampoo, I used dishwashing soap when showering. And look at my beautiful face...it served me well. To get men like me to spend $30 on a face moisturizing cream will not be an easy task.

Gotta go...I have an important meeting and have to spray myself with some Hai Karate!

My Love of all Things Virgin

Okay, so now that I got your attention with the title, let's talk about a great, innovative company.

On Sunday morning, CBS Sunday Morning had a one-on-one interview with Richard Branson. He has always been an entrepreneur whom I have admired, especially due to his willingness to fail. In addition, he has created a corporate culture that encourages experimentation, and more importantly fun.

In a recent interview with the Wall Street Journal, Virgin Atlantic CEO Steve Ridgeway offered his suggested five tips for how to innovate in a competitive industry. While the interview was focused on the airline industry, his lessons are true for any business.

1. “Put top people on a task and have confidence in them.”
2. “Don’t be frightened of failure.”
3. “Pursue quirky ideas, even if they bomb in focus groups. Customers don’t always know that they will want something.”
4. “Give customers the most you can afford in terms of value. They recognize it.”
5. “Be a leader on quality or price, but don’t get stuck in the middle.”

My favorite is #3. We love quirky, and we think the quirkier the product, or the quirkier the marketing, the better chance you have of rising above the clutter of your competitors.

Moral of this story...Next time you launch a product or a service, think like a virgin!

No Sweat

PepsiCo, the makers of Gatorade, have announced that they are going to introduce a low calorie version of the drink for people who are less active, and not breaking a sweat.

Isn't there something a bit odd about this? If you can't get up off the couch, and you aren't breaking a sweat, why do you need Gatorade which is a rehydration drink? How dehydrated can one get rolling over to reach for the remote?

Just wondering....

Hola Baby...Want to Get Together for Some Cookies and Milk?

Disney Consumer Products has announced that they are introducing two new fragrances for boys, branded Pirates of the Caribbean and Buzz Lightyear. The products, which are due to reach retail shelves in September, are targeting boys in the Latin communities, ages 4 - 11.

Question #1: Do you really want to smell like a pirate who has been on a boat for 4 months without having showered?

Question #2: Can someone please tell me why a 4 year old boy needs cologne? What is going on at daycare during lights out?

Just curious....

Watch for Charging Mousse!

I know it seems that I am always writing about really personal products, especially women’s personal products. I can’t help it. The companies keep serving them up, and I keep chasing them….

Mediapost.com reported yesterday that Replens is introducing a new personal lubricant for women in a mousse form. Intimate Options Personal Lubricant Mousse is now available at retail, in three flavors including vanilla cinnamon. The product’s website will be located at www.letlossethemousse.com.

Is this a good idea? Do they really think that women want to “let loose a mousse” in their private area? I’m not sure about this…

As for the vanilla cinnamon flavor, this can’t be a good idea. Who wants to have this flavor wafting up from their, ummm, well you get the idea. It is like having an overpowering coffee shop aroma in a really exclusive neighborhood. It just doesn’t seem right.

Why do I keep thinking of a weird Bullwinkle R-rated scene?