Branding Good Will

Now that I've got your attention by using a headline that inspired you to read further.....

That's right..we consulted with our Matador of Marketing Messages and he assured us that those simple three key words would prove the perfect attention grabber.

Contrary to the Web2.o rules, which dictate that for a blog to generate a following and be "truly successful", the blogger needs to blabber every day. How does that dic-tate?

Not tasty for us. We'll blog when we want to, when we have the time to, and only when we're truly inspired by an idea or a story.

After reading a NY Times profile about Goodwill Industries' expanding strategy to 'brand itself' and to position itself as a provider of "antique luxury items"--and otherwise embrace a traditional retailer strategy---all I can ask is "Why is it taking you so long to carpe diem???"

What Goodwill is doing: recasting itself (via albeit low-cost branding campaign means) and working to exploit an economic environment that's prompting consumers of all types to downsize their expenditures.


When Park Avenue princesses, Hollywood Celebs, Darien debutantes, and corporate exec wives are all contributing to trend setting shopping habits that celebrate second hand shops and the value of buying 'pre-owned goods' (including 'antique clothing'), any half-wit that's owned the "thrift category" for three generations should know that this economic period presents a business opportunity that happens once in a life-time.

Bottom line? Goodwill has apparently been 'ramping' their 'new branding' approach since before the current 'recession' technically started (sometime in 2007)--and the cylinders are starting to turn more quickly.

And what better name than "Goodwill" to use in the course of a branding strategy? If there's anything that consumers want right now, it's having a feeling of good will! After having Keogh's and savings mini-ed budgets being micro-ed, and after being Madoff-ed by either Bernie himself or Ben Bernake, we could all "get it" when it comes to the appreciation for spending less on luxury.

We typically say "Do it right, not right away." But to the senior exec team at Goodwill we say "People!. Lets move that bus!! Before you know it, the window of opportunity will come sliding down on to your fingers!"

By the way--thanks to Hiroko Masuike's images courtesy of the NY Times.

Your Message Here

Storefront advertising isn't a new idea in the world of Out-Of-Home strategies, but as pointed out by journalist Stephanie Clifford, its become one of the more compelling strategies for advertisers--simply because there are plenty of empty storefronts in major cities and because the price is right.

What's next? Advertising billboards on the front lawns of all of those foreclosed houses spread across the country?

Maybe...but if SNL can hijack a copyrighted monicker we imprinted for CitiBank that we came up with six months ago ("ShittyBank")...no doubt some Ad agency is going to pitch the idea of billboard advertising or perhaps "wrapping houses with ads" --as they do with buses--to BofA..

Telepresence: Ahead of The Pack

We've been pontificating about video teleconferencing for a long time...most recently two months ago..when profiling a very interesting platform created by a Montreal-based company...

Lo and Behold...even Road Warrior Joe Sharkey, a columnist for the NY Times is 'getting it'...

Click on his picture to the right to read what he has to say...

Seeing Is Believing

The previous post should be read twice..Perhaps only because Google technology confounds some of us..

Monetizing Tweeting Tips

Yesterday, the NYT chirped in with their own article profiling the rapid trajectory of Twitter--and this a.m, Claire Miller pontificated in NYT Technology section with a "how is this going to be monetized?.."

What do I think?

1. Aside from the information overload that Twitter is contributing to, the pollutive impact on the intellectual environment, and the fact that I still can't figure out how to have tweets directed to my email, its obvious that everyone should be buying stock in cell phone carriers.

The additional txt messaging charges that are showing up on everyone's bills is going to provide plenty of cash for companies like Verizon and others--probably enough to subsidze the TARP and TALF bail out plans.

2. Sure, advertising is the obvious next layer that Twitter will embrace.

3. Applications? Just like Facebook opened up their architecture for innovative software companies to develop 'plug-in' and add-on apps that they can monetize, I'm betting on the guy that develops a micro-chip that will be imbedded into the brain--the one that transmits and displays to the brain all of the tweets and all of the Facebook 'updates' posted by the hundreds of 'social connects' that are stored in our cell phones.

Tune in.

The Perfect Product Spokesman...

Tough times call for tough measures. And when it comes to pitching a product in tough times, you need to plant your tongue firmly inside your cheek. Humor does sell.. After all, I recalled this enough to want to share it!

The Daily Show With Jon Stewart	M - Th 11p / 10c
Back in Black - Recession Winners
comedycentral.com
Daily Show Full Episodes Important Things w/ Demetri Martin Political Humor

The Next Google...

We were one of the first to Google back in the day, and we're thinking that Kosmix, a new friendlier search tool, is going to become just as powerful and popular. We've been prescient before. Click on the image and try it out yourself!

Tweeting Not Just For Twits

We said this before--those that still subscribe to stodgy marketing/communication strategies are going to be left in the dust as more proactive and prescient promoters embrace technologies that are gaining traction faster than a speeding bullet.

After canvassing a select number of top-gun execs representing a broad spectrum of businesses, from media to merchandising, to traditional manufacturing--several have acknowledged they've been slow to adapt, but are now shifting into high gear and rapidly implementing new communication strategies.

We're on board and have taken the same steps.. and testing out a media campaign to promote a creative entertainment practice, so stay tuned to hear about our own results.

In the interim: here's an excerpt from a WSJ article that profiles financial service enterprises that are beginning to "get it":



At a time when our president refuses to relinquish his BlackBerry, and CEOs twitter their companies' news, it was bound to happen: Your fund manager wants to be your Facebook friend.

Whether you "accept" or "ignore," you'd better get used to it: Fund companies, asset managers and brokerage firms are starting to embrace so-called Web 2.0 strategies -- social networking, podcasting, interactivity. California-based asset manager Pimco has a Facebook page (and 65 "fans"). Charles Schwab Corp. has developed a Web site specifically for younger investors and advertises it via Internet TV channels. Vanguard Group is podcasting, and earlier this year, Fidelity Investments revamped its Web site to highlight resources and tools more than funds and brokerage products.

After years of ignoring Generations X and Y in favor of their wealthier baby-boomer parents, firms are starting to shift some of their attention to people under 40. And it's a market that's relatively easy to reach. The cost of establishing a presence on Facebook, recording a podcast or posting an investing video on YouTube is negligible, if not completely free. But it's going to take more than a friend request to woo Gen X and Gen Y, says Anurag Heda of financial-services consulting group Kasina. As a group, younger investors prefer to cull information from different sources, rather than relying on a single expert.

Marketing, Communications and The (Financial) Media

We couldn't resist...If you don't have a sense of humor, what do you have?
Marketing, Communications and The Media...

The Daily Show With Jon StewartM - Th 11p / 10c

CNBC Gives Financial Advice

Daily Show Full Episodes
Important Things With Demetri Martin

Political Humor
Joke of the Day

Product Placement: Its Just Infotainment

While screenwriters, TV writers and other "ethical artists" have been balking at the notion of incorporating subliminal and not-so subliminal product placement ads and messages into scripts, Gail Collins from the New York Times opines today on whether that war is worth waging at all.

Especially when wages (and ad revenue) is so hard to come by in this new period of economic reflection. I was actually intrigued by Gail's take on on the topic (click the link to read her column), but...

My opinion? Am I insulted when I see a Starbucks coffee cup sitting in front of a news anchorperson? Or does it bother me that the producers of Boston Legal are getting paid for William Shatner to pitch Viagra?

Nah! Its all fair and fun, and it doesn't lead me to say "How could they do something as unethical as pitch a product on the news or within the script of a favorite TV show??"

Next question: Does it influence me to buy the product that's subliminally promoted? Nah. Not yet anyway. But, I'm a lousy shopper, especially these days.

Last question: Will these types of product placements have a negative impact on the brand?
I'll leave that to the rocket scientists that analyze consumer behavior. My guess is the answer is "no". I'm actually waiting for some pharmaceutical company to invent a pill that triggers visuals of certain products when the brain sends a mood change message.