Sunday, February 27, 2011

Great Advertising...(not branding)

This is very clever and memorable advertising...simply great creative. It is actually an airport advertising sign for Accenture (they have some of the best creative ads).  However, without the Accenture logo you would never know the brand.  Now imagine the fish was a classic bottle of Coke...that would have been awesome branding leveraging the polar bear as a widely recognized icon for the Coke brand and raising the advertising to a higher level to Make It Matter! (of course Coke wasn't the client here)

Saturday, February 26, 2011

Like it or not, it's changing the world!

We all have stories about Facebook - good, bad, and ugly.  The responsibility it places on young people when at the flip of a "enter" button they can change their life forever (and not yet has there been a way to "remove" stuff) by posting a comment or pic that was in a momentary lapse of reason.  At the same time there are stories of how people are finding friends and family they have lost and likely would have never seen or heard from again.  However, the most amazing thing is the world is talking and on many fronts simply telling it like it is and as someone I met long ago said "nothing quite like the truth sounds like the truth" - and that is changing the world - hopefully for the better....time will tell.  Facebook and Mark Zuckerberg did something no one had done on the Internet to date - he connected the power and speed of information with the power and speed of emotion and not surprisingly it spread like wild fire!  Facebook has found a way to Make It Matter!

Saturday, February 19, 2011

Calorie Count Posting Requirements

OK, I'm sure if you’re like me you have recently felt like your eyesight was getting worse each time you go to a fast-food establishment.  Surprise! - It's not you, but rather the smaller print as a result of almost doubling the text on the menu boards to accommodate the new nutritional calorie posting laws.  Like we needed the calories posted to tell us fast-food was high in calories and fat.  I personally think it is overkill and unnecessary to place the calorie count directly on the menu next to each item...wouldn't just requiring the restaurant to have the nutritional info available on request have been enough?  Oh wait, that was the requirement and unfortunately people kept eating the food anyway.  So now the "smart people" have forced restaurants to put the info directly on the menu.  Next they will want the establishments to put pictures of obese people on the menu and in their TV ads!  But here's the deal, once someone enters the restaurant and is salivating about what they are going to eat, guess what...their habits don't change - they eat what they like!  They are satisfying emotional cravings and the logical side of the decision is out the window.  If you want to make a difference in how and what people eat, you must educate them when they are already thinking logically like in our schools.  Then the best bet is people will make better decisions long before they reach the feeding line.  So if you want to make a difference you have to Make It Matter - menu labeling makes no difference (check out the research in the article).

Tuesday, February 15, 2011

Win with the "right brain"...

Ad Age recently had an article on Limited Time Offers (LTO's) vs. Limited Time Discounts (LTD's).

Interestingly enough when done well - our hearts and souls are inspired by LTO's because they represent something new and/or special that's not always available - think seasonal flavors like holiday peppermint or seasonal Copper River salmon (usually runs for only 6-8 weeks). Bringing attention to these offers even when tied to a special offer price delights our emotions.

When everyday products are put on special - LTD's we like it initially, however, we can't help but feel a little ripped off when they go back up in price once the promotion is over. That in turn erodes our emotional connection to a brand and trains us to consider future purchases of an item often only when it is on sale. If this is the strategy of your brand you’re better off making an everyday strategy of low prices (like Wal-Mart and an increasing number of discount brands). It's better for the customer, better for the brand and will reduce confusion.

So if you want to touch a consumer heart and drive traffic to your business, make your offers truly special and Make It Matter in your customers’ heart!

Sunday, February 13, 2011


Flowers, candy, gifts, etc. - Valentines Day is upon us! More than the "material things" touch somebody's heart. Make It Matter!

The Answer Always Makes the Question Look Easy...

Who would have thought the power of the internet and social networking could free a country?  What we are witnessing in recent days and weeks is simply amazing...and very comforting (most days).  Regardless of whether it is advertising, business, relationships or thoughts - authenticity is king!  Todays digital age creates a forum for ensuring we "keep it real" and that helps Make It Matter!