iPAD? Print?

Recently I dropped a few emails about a certain morning experience. My "friend" was having tea and saw a spider crawling up a wall. Not being much of a sports section fan, they casually rolled up that section of The New York Times and completed a major Smackdown of their eight-legged adversary. Throwing the paper away they realized, "hmmmmmmm, now there's something I could never do with an iPAD."

So I had to ask a lot of people I know what other things they could come up with. Here's what they came up with, just to show everyone how the print medium is truly not dead.

"You can't shred an iPad and line a hamster cage with it."
"You can't light a BBQ with an iPad, well you can, but the burgers will taste off..."
"Ya can't wrap fish in an iPad."
"You can never get free Yankees tickets from someone selling space on an iPad."
"You can't write a kidnap note by cutting up an iPad."

Please - feel free to add your thoughts on this matter...




Jeff Cannon
Think Cannon

What's Eating You removes the slightest hint of integrity in this new show on Eating Disorders

After seeing their press release for the new reality show on E! - I can be nothing but appalled. While we all know that E! stands for Entertainment, with their new show, "What's Eating You," it also stands for "Extreme" or "Excessive" or "Exploitative" or just plain reckless and irresponsible. From their press release, this is not about help or health or saving lives. This is about trying to turn a deadly disease into entertainment - and that is wrong for those affected, it is wrong for advertisers thinking this is a way to reach their customers, and it is wrong for a brand - no matter how cheesy that brand may be. And yes, I'm speaking to you E!.

This is an excerpt from their release:

"From bizarre rituals to extreme habits, the worlds of the twelve brave participants will be an open book. From a woman who must put countless packets of artificial sweetener on anything she eats – including burgers and salads – to another who spends hours each day at different fast food restaurants, just to purge privately in a bevy of single-person bathrooms around town, audiences will follow the lives of people whose food behaviors are consuming and threatening their lives. Other stories include: a young man who will chew and swallow an entire pack of gum instead of eating food to feel satiated; a young woman who will eat ant-covered food out of a trash can, only to then purge in whatever she can find – her boots or even her purse; a young man for whom food is “dirty” and who, as a result, has a compulsion to wear rubber gloves before touching anything related to eating; a woman who drowns all of her food in gravy and has found other creative ways to eat around her gastric band and a young mother who wears layers and layers of clothes in the scorching Phoenix sun just to hide a body she feels is “sickly deformed” as a result of her pregnancies. In a particularly heartbreaking case, viewers also are introduced to a woman who was recently homeless and will drive 2 ½ hours to purchase her comfort food: white chalkboard chalk.

With the help of trained medical professionals, highly experienced therapists and nutrition specialists, these patients will attempt to begin the long, painful and often shocking journey to recovery. JD Roth, Executive Producer and CEO of 3 Ball Productions, said, “One might assume that a show about severe eating disorders would focus solely on participants’ bizarre behavior around food; but this show really is about the incredible fortitude and strength of people with intense obstacles to overcome, and how they strive to get their lives back on track. We’re very proud to be working with E!, not only in shedding light on a dangerous issue, but also in offering hope and a path to recovery.”

Seriously? Is this the work of anyone even remotely responsible? Regardless of what their logo says with the big E!, it is just plain EXPLOITATIVE. There is a difference between an article labeled "Stars, they're just like us," and a show that focuses on the very worst of a disease. Their press release alone reads more like a script for a freak show barker than for television programming. I could expect to see this in the darkest recesses of the Internet, but not on an FCC controlled medium like television.

If you are wondering how a legitimate brand could produce programming that delves into a subject like eating disorders responsibly - just look at A&E's "Intervention" [www.aetc.com/intervention/about]. Their approach actually does focus on hope, on redemption, and on life. They even went further to create something called the Recovery Project, to create outreach material, and to encourage people to participate in helping others. It is a responsible approach that positions the A&E brand in a responsible light.

E!? nothing of the sort. Even before their show goes live, they are focusing on "a young woman who will eat ant-covered food out of a trash can," who will "purge into whatever she can find - her boots or even her purse," or of another who feels she is "sickly deformed."

As for the producer of the show - 3 Ball Productions - they were the company that produced The Biggest Loser. A show that has been blamed for actually causing a contestant to develop an eating disorder. It is hardly any wonder as to the integrity of the producers behind the show when they've received some startling reviews by their own employees.

All in all, E! actually has a good brand for the type of programming they have developed in the past. So why would the risk undermining tne value of their brand and the brands of their advertisers by producing content like this? There is only answer - greed and a desire for short term profits over long term growth. It is a shame. But that is what happens when you make decisions that aren't focused on brand growth.

E! we can only watch and see what happens.

Think Cannon

Andrew Cuomo - Showing a Scary Brand Consistency

There was an incredible article that was at once innocent, insightful, and scary. I appeared in the New York Times this weekend [Sunday, June 20, 2010] about Andrew Cuomo. Well, not about him, per se, but about his choice in partners and their ability to cook. It also speaks to the truth behind the Cuomo brand and to what we could expect from him if he assumes office in the future. Now, I know politicians are famouse for their ability to spin facts. But this article adds a new way to uncover the truth - I call it the lasagna factor.

To some, my take on this article may seem a throwback to another era of housewives dutifully putting a hot meal on a table. But to me, nothing speaks about character as honestly as food does. And this one speaks to Mr. Cuomo's character. Now, I don't mind that he chose a "perfect housewife" to round out his reputation for a harsh personality. After all, he was called the dark prince" when he first joined politics on his father's campaign at the young age of 24 for a reason. I do wonder what he must have done to be called the "dark prince" while working for dad's campaign at the tender age of 24. But that is neither here nor there.

The article innocently enough deals with the lasagna recipe his girlfriend, significant other, or whatever he wants us to call her, had included in her cookbook. Simply put, it was disgusting, and something that does not bode well for the food channel [condensed Cambell's tomatoe soup instead of a sauce? cottage chese?]. Now, I can't speak for all people, but I think the levels of disgust that come in the form of 144+ comments [at the time of writing] on his choice of mates and their recipes from around the country are consistent enough to add credence to a Lasagna test for all candidates.

Andrew Cuomo's own mother refers to the recipe in question by noting "that is not how you make a lasagna." It is as if readers from every walk of life can ascertain the true nature of a person by the food they make. And they are disgusted that Sandra Lee's "recipe from a sponsor jar" approach tells us exactly what he is peddling - a badly wrought image that will crumble faster than a highschool cafeteria lasagna.

To me, Sandra's lasagna brings to mind a larger question. If this is they way his significant partner cooks and acts [i.e., badly and as a bought and paid for pitch person], if this demonstrates her belief in the integrity of a family meal, then what does this say about the way he will manage the State of New York?

Perhaps it says nothing at all. Or perhaps it says that if he will compromise on one of the most basic of needs for himself - the food he eats and the company he keeps - what will he do for the State of New York?


In my opinion, something as simple as lasagna speaks to the very essence of who anyone is. It is a family meal that centers on the love of simple food, of real ingredients, and on putting in the time to make it right. Is this who Andrew Cuomo is? Because this recipe speaks of a person who couldn't care less about the food they eat, or the people they dine with. It speaks more to a person willing to sell out his own integrity to build an image he wants to portray, rather than to be himself. It speaks to a person who is trying hard to create a brand for himself that is diametrically opposed to the real him. We saw what this approach led to when Elliot Spitzer became Governor. We also saw what happened when the "green petroleum" company BP failed to live up to their brand.

So for me, the humble dish of lasagna says it all. It says I do not like where Mr. Cuomo is going. And yes, I can say that, after reading Ms. Lee's recipe, all of this can be tied to something as simple as a lasagna recipe and the way a person cooks.

http://alturl.com/tjdx

Just take a look at the recipe yourself. The lasagna tells all!

Jeff Cannon

Think Cannon

http://www.thinkcannon.com/

Yves Saint Laurent Scores With The Met's Partnership

Last night I had the tremendous opportunity to attend the New York Metropolitan Opera's premiere of Rossini's Armida. Starring Renee Fleming and directed by Mary Zimmerman, this was not only a stupendous opera, a chance to see the stars on the red carpet, and a delicious evening of food, music, and talent - it was an opportunity to see how a team of true professionals execute a brand-driven partnership with bottom-line results.

For those who know nothing of the opera, don't worry. I can send you some links from the professionals of tone and oration. For those of you who are tired of seeing photos of celebrities like Chloe Sevigny and Maggie Gyllenhaal flood the social blogs, well, that's just part of the realities behind building brand's awareness and securing its position in the hearts, minds, and souls of its clients.

For you branding and marketing wonks, you may want to know that the premier last night was the latest in a multi-year partnership that Yves Saint Laurent created with the Metropolitan Opera. It started years ago when YSL was looking for ways to connect with their clients in an authentic and compelling manner. After looking at its own historic affiliation to the opera, and the passion both its employees and its clients have for the arts, it settled on an unprecedented collaboration to the opera art form via New York's Metropolitan Opera.

The result? Just Google "YSL Armida" - there's 15,700 website links that come up. Google "Yves Saint Laurent Armida" - there's another 16,200 website links. Google "Yves Saint Laurent opera 2010" - 12,800,000 links, and an additional 641,000 links for "Yves Saint Laurent Opera." If you want to see what these 13 million links look like - just click on some of the shortcuts I have added below and ask yourself, how would your brand enjoy this kind of reach and frequency...

So net/net - what's the media value of this? I can't even begin to guess. But this alone is in excess of thirteen million links; and we're not even googling the past operas like Filles Du Regiment that YSL collaborated on in 2009. When you combine the online coverage with the added value of being associated with celebrities like Bette Midler, Christine Baranski, Julianna Margulies, Parker Posey, Maggie Gyllenhaal, Peter Sarsgaard, Patricia Clarkson, Chloë Sevigny, Ginnifer Goodwin, Emily Mortimer, Alessandro Nivola, Camilla Belle, Sid and Mercedes Bass, or Ann Ziff - the result is, well, it's unbelievable.

As important YSL's own internal celebrities - Valérie Hermann (CEO, Yves Saint Laurent), Stefano Pilati (Creative Director), and Laura Lendrum (President - Americas) - were able to reach out and touch the people that truly matter most to the company - their high-end and beautiful clients. Again, what would your company do if it had the chance to actually touch some of your most valuable customers in the flesh?

So to all you marketing wonks out there - take heed when someone tells you it's impossible to reach the high-end, high-value clients in a meaningful way. Take heed when people tell you it's impossible to put a value to event, online, and non-traditional marketing. A partnership like this one, that is created with a brand's true nature in mind, is nurtured through a passionate belief in the core values a brand represents, and extends through direct contact with customer, clients, and prospects can have a real and lasting value to both the brand and the clients.

YSL - well done...

Oh, and for just four of those links ...


http://www.tiny9.com/u/WWD
http://www.tiny9.com/u/sevigny
http://www.tiny9.com/u/camilla
http://www.tiny9.com/u/broadway_world







Jeff Cannon
www.thinkcannon.com

Building Your Brand Fabric

Flannel or silk? Cotton or wool? Cut on the bias? Embroidered or embellished with appliqué? What does your garment look like? We have all gone through the exercise of branding 101 by asking, “if your brand were a person, who would that person be?” In today’s market, however, it’s more important to ask yourself, “What would they wear?”

Today, effectively communicating your brand is less about identifying the person your brand represents, and more about identifying how to communicate your brand’s message so that it is well received. While the core of your brand should be true to itself your message should be refined to fit the medium being used. The reason is simple, people change based on what they are doing. They dress casually on the weekend. They ratchet it up a notch or two for work. On a date, they bring out the little black dress or the right jacket. Black tie? A whole different story, altogether. It’s no different in the media. People are more serious when they read the paper. Less so when thumbing through a magazine, and when on Facebook or Twitter, it’s all about two-way interaction.

Think about your own mind-set. It is why most of the world has multiple accounts on dating sites – one for the “playful” side, one for their “serious” side, and one for the “tiger or tigress in everyone”.
Because of this, repeating the same tagline just doesn’t work in today’s media. However, learning how to revise a brand’s message to make the most of today’s media, is akin to looking at a bolt of fabric for its thread, rather than its design. The threads woven into a bolt of fabric are like the media woven into a communication campaign. When Twitter is combined with television, and a Facebook page is interwoven with a newspaper ad, the entire marketing mix produces a richer fabric that sells better.

Subtlety is the key to make the garment interesting and appealing to the customer. While they all need to echo the same brand, a Twitter Tweet has to be short, sweet, and pithy. A Facebook page needs to be consistently updated and fun. A print ad needs to be bold, brash and stand out from the news. If one thread is inconsistent, the fabric of your brand starts to unravel, and your customers will quickly see the faults.

When executed correctly your communications will create a gorgeous garment that will look great and sell, whether it is being “worn” online or offline. Just remember, the beauty of your brand lies in the cloth itself and in the way it is woven together, rather than in the person wearing it. So if you are wondering how best to communicate your brand through all the new media opportunities, do what the great fashion designers have done and start with great fabric. Then let it go and empower your customers to show it off everywhere they go. They will pick up the threads of your message and build an even more powerful brand fabric for you.

To learn the five steps to weaving your own brand fabric, email

info@thinkcannon.com.

Jeff Cannon

http://www.thinkcannon.com/

http://twitter.com/thinkcannon

Keeping One's Personal Brand Strong

As John Stewart said "If you ever wondered what Barack's 'Shut the F**k up' face looks like, just watch him when Joe Biden started to joke about the slip up with the oath of office."

It's also one of the best examples of someone protecting his personal brand. In effect, by taking the initiative to repeat the oath, by reigning in his second in command, and by maintaining a no-joke demeanor throughout his campaign and the initial days of his presidency, he has sent a solid message out to the world - "we do not take this job lightly, we understand how serious this office is, and we are not going to allow anyone to undermine us in tackling the tasks ahead."

It is refreshing to see, and is a lesson to everyone out there in terms of what it takes to protect one's brand in today's media world.

I Pity The President - or Truth in Advertising

It's election night, and no matter who wins this election, I pity the fool. Why? Because each has made promises that they simply can't keep. I do promise this. Somewhere in the first months of their presidency will come the message "It's much worse that I had thought. That SOB George W. lied to us, and now I can't do everything I wanted to. Even worse, I'm going to need each of you to work even harder in order for us to get back on track."

Why do I say this? Well, let's just look at the larger picture - of what's going on with this country. And no, this isn't a bash on the country. I love it deeply and feel it is still the greatest country on this planet. However, our January 1st is coming up quickly and we are already waking up with one hell of a hangover.

The fact is simple, for the most part our lifestyle is based on a level of consumption we simply cannot continue to maintain. We have larger refridgerators that most of the world can even dream of. We drive larger vehicles than most of us can afford, and that far exceed our fuel resources. We are demanding greater benefits from employers, but we have fewer jobs available to us. The worst part is, none of this is a result of the credit meltdown. It is due to our maintaining a lifestyle that is far out of touch from the rest of the world - and none of us are changing our way of life to fit the resources at hand.

The sad part is, as a nation, we are rapidly finding our horizon point where we will be forced to fall closer in line with the rest of the world. The next President will be the first one that will not have much of a choice but to wake us up to a rather nasty hangover. And no, I don't think he will have a large enough aspirin to ease the sunrise...

What Happens When Mavericks Act, Well, Like Mavericks

The news is filled with breaks between Sarah Palin and John McCain. McCain's camp is calling Palin a "Diva." Palin's camp is blaming McCain for botching her coming out party. Both are probably right - although it probably is sexist to call her a diva - even though there were "diva" wars several years ago between celebs wanting to be known as the "only true diva," - but that's another blog entry all together.

Back to the question at heart - which is I'm not sure what the problem is. The RNC decided early on that they would brand McCain as a "Maverick." They then decided to bring in Sarah Palin as "Another Maverick." It's not a bad brand to assign. In fact, it ranks rather well in people's minds. Ms. Palin augmented Mr. McCain's maverick brand and as polls showed, gave a real shot to the campaign. The problem wasn't in the concept of the maverick brand, it was in how to keep the brand alive, without it turning into a flat, two dimensional moniker?

As it turns out, it's not an easy tightrope to walk. Just look at a brand like Sketchers. It was a great, counter-culture brand when it first launched. It was a maverick brand. However, once it became popular, the brand realized it had to give up some of its counter culture status in order to make more money. After all, how counter-culture can you be when you're sold in Kmart?

So it made a decision - stay true to its brand, or take a brand shift and make more money. Some brands stay true to themselves and never grow [just walk into any skateboarding store]. Others manage to stay true to the brand and grow to a certain extent [Clif Bars has done an amazing job at keeping a maverick brand alive, while growing well]. Still others, try to keep walking that line, only to realize to late that their market likes the idea of a maverick, but has trouble when that maverick keeps acting, well, like a maverick.

Bottom line, the concept of being a maverick is great on paper. But how do you keep a maverick in line so that they give a consistent message day in and day out? Even more important - how do you keep a maverick on message?

Once you do, they're no longer a maverick.

Again, great on paper - impossible to maintain over the long term...

When The U.S. Government Gives Kickbacks...

Well, I you were ever wondering how Washington really works, this $700 Billion bailout bill is an education in what really goes on to turn a bill into a law.

We start with an innocuous bill that taxpayers will fund to the tune of $700 Billion to pay to keep our economy shored up. It seems to me very simple. However, in order to get the money meant to bail out the Wall Street Wizards to the Wall Street Wizards, our elected officials had to be incentivized to vote for it. Some could call it a bribe, some could call it a kickback, but I think the official term is money being "earmarked" to a specific cause. Hence the reason for all the extras being added to what one would assume is a very simple, straightforward bill.

Imagine if you will a conversation like this:

Senator #1 – “Senator – will you vote for this bill meant to help keep America's financial system afloat and keep us out of another great depression?”
Senator #2 – “I don’t think so.”
Senator #1 – “What if we added on a little something for your home constituents?”
Senator #2 – “Well I’m liking it more and more now. What exactly are we talking about?”
Senator #1 – “Hmmmmmmm, well, would that wooden arrow manufacturer who helped pay for your campaign last year like some money?”
Senator #2 – “Where do I sign Senator?”

Lo and behold, the bill gets passed. How else do you explain what has been added to the bailout bill:

- $2 million tax benefit for makers of wooden arrows for children

- $100 million tax break to benefit auto racetrack owners

- $192 million in rebates on excise taxes for the Puerto Rican/Virgin Islands rum industry

- $148 million in tax relief for U.S. wool fabric producers

- $49 million tax benefit for plaintiffs who sued over the 1989 tanker Exxon Valdez spill.

All of which you are paying for.

It’s a little different than how School House Rock explained it when I was a kid, but welcome to Washington…

Expense or Investment

Same cost, same dollar amount, but how someone views a particular expenditure can make all the difference when you're selling it. Whether you're talking to a company about spending on a particular project, or talking to a spouse about buying a shirt, dress, or a particular item for the home, determining if it an expense or an investment will make the difference as to whether the check will be signed and approved.

Let's start from the beginning. An expense is a sacrifice. Once an expense is paid, the money is gone forever. There is nothing coming back. The purchase of a suit for a special event could be an example of an expense. It makes the wearer happy, but wouln't return any real value other than the happiness of the wearer. On the other hand, an investment is spent in the hopes of getting a return - i.e., a Return on the Investment [ROI]. The purchase of a business suit could pay for itself by improving the wearer's appearance, helping them look more professional, and helping him or her close more deals.

For the most part, people don't mind investing if they are fairly confident they will see a return. In today's market they are more cautious and less willing to take risks, but they are still willing to make an investment where they are not so willing to incur an expense.

So, how you describe a specific cost, and how it is presented to the person writing the check is as important, if not more so, than the actual cost itself. How you present yourself is a huge factor in that mix. Are you trustworthy? Are you someone who is responsible enough to manage the money and provide a return on the investment? Or are you someone who's just going to take the money and throw a huge party? Either way, it all comes back to what kind of a return the person writing the checks expect.

$700 billion in bailout? I originally thought of it as an investment in America's future. Something that would help the homeowners stablize their finances and the banks support them. Until I started hearing about $2 million going to an arrow company in the Pacific Northwest, or how the banks were really just hording the money and not using it to open up more loans. Now, it's just an expense. Why? Because the people managing the money are either uneducated in basic finance, idiots or dishonest. Or possible, a mix of all three.

So the next time you're asking for money, either from a partner, spouse or business associate, think ahead in terms of what can be delivered and what ROI you can carry through on. The results will brand you forever....

If that's not clear enough, just think of how the original investments given to B. Madoff quickly turned into a hugh expense. Also think about what kind of new investors he'll be able to attract on his next time around....

Recession and Global Financial Meltdown Isn't Necessarily A Bad Thing

Yes, the financial sky is falling. But don't go all chicken little on me just yet yelling "global financial meltdown." There is a silver lining to the blackened skies. Well, at least for those brands and companies that can think fast and move quickly.

For those of you not old enough to remember the 80s, you need to keep something in mind - even through the economy may have stalled, life hasn't. People still age, families still grow and consumers still buy. As a brand, your ability to grow in a down economy rests on your ability to refine your message to best respond the the market's newfound concerns. And no, it's not just about pricing. It's about delivering value - value on your brand, value on your product or service. That's true whether you have a consumer product, a business product, or a service.

Have you ever met anyone who's unwilling to spend a dollar in order to get $1.50 in value? Well, that's the way to think. No, value isn't just found in discounting. In fact, that's the worst thing anyone can do - because you're decreasing the perceived value when you do it. Instead, it's about finding added benefit within a product. Baking Soda - not just for cookies, it helps keep a refridgerator fresh. Chanel - it's not just iconic fashion, it has cache that will endure. It's there in every product. You just have to remain open minded and find it.

This remains true across the board, and opens up even more opportunities for new businesses, for new products, and for new services. Well, true for those who can come in under the radar and move quickly to reposition their products while the old IBMs and Unilevers sit frozen trying to build powerpoints about what steps to take.

So now is not the time to hesitate. Now is the time to start running. The more you push now, the better you will be positioned when the economy rebounds.

If you're wondering if I'm crazy, just look what two guys created in a garage during the last big recession - a company called Microsoft....

AIG, Sherson Lehmann, Merrill Lynch - PR Spin Can Only Go So Far...

If there has ever been proof that a good publicist can only spin the truth so far, and for so long, this is it. For the past several years, the C-level executives and the boards of financial insitutions like AIG, Merrill Lynch and Lehmann have spun their balance sheets to appear rock solid. Yet, little by little, the tides of time and finance have eroded their image, until finally the entire wall of deception has come crashing down. Yes, in the end performance does count, but did the truth come early enough? Or did the spin-meisters do such a good job that the damage is irreparable.

In actuality AIG, Sherson Lehmann, and Merrill Lynch all dropped the balls on their businesses while taking self-voted bonuses, pay increases and who knows what else. They took on too much risk and made the same assumptions that the rest of the financial world made. It's not just about balance sheets and numbers, it's about a mindset. Namely, that if they just kept their heads down long enough, and gained enough fact-dodging press, the financial storm that was building would blow over and everything would be fine as day.

Hello Katrina?

The sad part is not that for most executives at these institutions, the packages they created enabled them to walk away with a nice bundle and live out their lives in comfort. The sad part is that the issues these financial institutions are having is indicative of a much larger problems. They are run by people that have the same mindset as those running this country. It's a mindset that is short term at best, and at worst borderline criminal, with absolutely no interest for the public trust, just their own greed.

It's no wonder we have lobbyists running Washington, lobbyists who are in bed with the failing companies, and with our elected officials of both parties. Ever wonder why irate Congressmen and Congresswomen railed for years about "why weren't we helping more American's buy their homes?" Well, they got us to buy!

So kiddies, the lesson here is a simple one. Don't lie. Don't cheat. Work hard and do your work well, and good things will happen. Oh no, wait. That was the attitude that made this country great. Hmmmm, now I wonder where the attitude of "work hard, make a good buck at any cost and run like the wind when things go bad" will get us...

The storm, she is a comin....

Websites Who Get It - umbrellatoday.com

Okay, enough useless talk about candidates, governments, spin doctors, and brands. It's time to jump in and talk about real products and real branding from people who understand their audience and have the guts to cut out all the fluff to give them what they want.

http://umbrellatoday.com/

It just doesn't get simpler. It just doesn't get better. It just makes you kneel down and thank the powers that be that yes - there is hope for all of this.

Consumer brands, B2B brands, political pundits, news organizations - THIS IS WHAT WE WANT!!!!!!

Palin & Coca Cola

I got into a conversation last night over a few martinis, that is relevant to this. The conversation led us into talking about brands versus ingredients, academic positioning verson real product benefits, and which was more important. So with the political pundits chattering away, and with us PR folk talking about brands, we compared Sarah Palin with another well known American brand - Coca Cola. Watch, they do have some similarities...

In one night, Sarah defined a strong position for herself when she took the podium at the DNC. She did a great job doing os, and a great many people jumped on board. Trusting her ingredients matched her brand. Now, while many may think Sarah Palin's record is a risk, we all know records can be tweaked, shifted, and distorted by the politicos and spin doctors. So while her resume includes a long list of questionable acts that include attempts at ousting an in-law from the police force, book banning, even using lobbyists for fundraising [Time Magazine 9/2/8], her position and brand is extremely strong.

Now, here's the leap that's far easier to make over martinis than on a blog, but resumes are a lot like ingredients. They are the real benefits a politician brings to the table. And like any product, the formula that has made up her past is only half the equation of what makes her a true presence in the market. The image of her being a pit bull berating her opponents carries just as strong a message as what she actually did, or did not do.

So, here is the question. In today's politics, which is more important - brand or ingredients? And before you answer, just remember what happened when Coca Cola introduced New Coke in the 80s. It thought the public's love for its brand was so strong, they could change a tried and true formula however they wished, and the public would still love it.

So, can America overlook the ingredients that make up Sarah Palin's resume in favor of her image? Is her brand and that of the GOP strong enough to overcome the product's formula?
- cannon-brandcommunication.blogspot.com -

Sarah Palin/Barack Obama - Brand USA

Okay, so after seeing the Democratic National Convention [DNC] and the Republican National Convention [RNC], I guess it has all come to this. No matter who runs, we inevitably fall into the same thing - a popularity contest where the presidential candidates try their best to stay above the fray, while hiring Vice President's who, as Sarah Palin hinted at, act more like pitbulls than humans.

So much for the issues of the Iraq war, so much for drilling and oil consumption, so much for wiretapping becoming legal, abortion, alternative fuels, global warming, half truths and mis-truths. So much for presenting a sound foriegn policy and having the chops to back it up. So much for running a campaign about what each candidate can do or can't do.


How quickly has it dropped to the same politics I saw in highschool when elected the King and Queen of the prom. Only now it's about Sarah Palin in a bikini [yes, it's a photoshop job]. But hey, that's about as real as it's going to get for us from here on out. Or so it seems from the fallout I've been reading online. While all this goes on, so much for brand USA. Instead of being a beacon for how a free election is handled, we end up being no better off than the elections we laugh at from third world nations. Chads, election fraud, uncounted primaries - what must our founding fathers think.

So let's just cut to the chase and take a look at what really matters for voters of both candidates. To heck with politics and issues, let's talk about brand USA. Better yet, let's do what everyone else is doing and forget about trying to answer a higher calling and find a way to leverage the whole mess to our own benefit.

As my brother once said about politics "Now Jeff, why would you want to go wrestle with the pig? You're not going to win. You're only going to get dirty. And frankly, I think the pig kind of likes it."


So to heck with trying to respect our candidates. Instead, I'll post it to google, and see what it does for my ranking.

After all, this blog is about branding and marketing.

The Importance Of Research

From a brand perspective, there is nothing, absolutely nothing more important than research. Research to understand your customer, research to understand your client, and research to understand the market you're going into, and of course research to truly understand the product itself as well as the experience it promises to provide. Most important though, is the need to jump in and try out the product with hands on research the way the legendary ad-men and women of the 60s and 70s did.

There are stories about how account teams would spend weeks in Betty Crocker's kitchens, baking cakes and pies and cookies to get a real understanding for what the customer's experience. From weeks to baking, they were able to understand the beauty and the foibles of a particular product. They learned the ins and outs that their customers would learn sooner or later. Because of this, not only could they get inside the customer's head and write the kind of copy that people responded to. They could speak to their clients knowledgeably about what was good and what was bad about a particular product. The result from that research? The ability to turn consumers into customers and customers into brand enthusiasts like never before. They were no longer ad-men and women, they were knowledgeable customers. That is something that goes beyond pocket books, but lies deeply in the hearts, minds and souls of any successful product or campaign.

Political parties not withstanding, for any brand, be it political, consumer, or B2B to think they can skip over the time it takes to undertake research in order to understand their own product I sheer folly. If anyone thinks about rushing their product to market without doing the proper research, well, let's just watch how the cards deal out from the news that hit on September 1st, when it should have really been about a convention...

John Varvatos - Finally Someone Does It Right!!!

Okay, I'm not sure how many of you ever went to CBGB's when it was around. It wasn't a Danceteria or Area in the 80s, but let's just say from a marketing perspective, it definitely had a very strong brand and a well defined position in the market [read - more than just a few very late nights, and more than just a few very shaggy mornings at Burson Marsteller as a young AAE in the 80s]. In fact, CBGB's created such a strong brand for itself, that its cache remains to this day - call it Graceland for a non-Elvis crowd.

Which makes John Varvatos' move into the old space even more brilliant than just cool. You see, Varvatos did it for all the right reasons. He did it to preserve the space. He did it to keep the CBGB name alive. He did it for the same reason he had Alice Cooper appear in his print campaign. Because it was the physicalization of his brand image, and because it was real.

The only thing that is better than John Varvatos taking the old CBGB space, is the way he has kept it true to itself and true to himself. When I went in on a recent walk-by, I was greeted by this hip [read, not overly hip to be nauseating, nor some faux shop-person trying to appear hip], young, stylish guy that looked like he'll be rocking out in whatever club they go to these days. The guy was knowledgeable, got me to try on this leather and shearling jacket that was just the right blend of rocker, without being over board - call it the perfect edge for a 40 year old PR guy who's not into suits.

When I finally left, it dawned on me, from his product to his advertising, from this store design to his sales staff, it all says exactly the same thing - John Varvatos. There is no guessing as to what he's about. There is no question as to who he is or who his customer is. It is branding at its very best - clear, clean, consistent, and powerful.

John Varvatos does what so many people and companies try to do - communicate a consistent brand with one voice, one look and one feel - across every consumer touch-point in a way that feels so natural, you don't even know it's being done. Why? Because it's real!

So if you want to see killer branding. If you want to see a company who has truly taken their brand off the drawing board and brought it to life in a very real way - check out John Varvatos.

What's the worst that can happen? You walk away actually looking great?

CNN - The Un-News

Did I miss something? When did CNN change from reporting the news to thinking they are the news? While watching the Democratic Convention last night, I kept changing channels back and forth between CNN and the McNeil Leherer Report - that's right good old PBS. While PBS showed the entire convention and let us make our own decisions on how well or how badly it went, I noticed CNN avoided showing any of the speeches until Hillary came close to appearing that is.

While Wolf Blitzer was trying to stir up coverage for an alleged plot against Barack Obama - something that even the reporter on the ground sounded confused about - former Denver Mayor and Obama Campaign Co-Chair Federico Peña wasa giving one of the more insightful speeches about his energy policy. While CNN ran endless "what if" scenarios, Lilly Ledbetter gave a speech that was one of the most compelling insights into women's rights and inequal pay. While Governor of Massachusetts, Deval Patrick, shared his American story to an astounded audience, CNN ran commercials.

Now, I'm not saying the Democrats know how to put on a great show, but shouldn't a new organization report the news? I mean, it was truly astounding to see how CNN failed to cover the speakers and the event, when they touted themselves as the "best coverage available." Instead, they opted to fill the screen with a badly operated red/blue map, and with endless scenarios of how the final election could go. So many in fact, that it became more confusing than insightful.

Which is where CNN's brand is beginning to suffer. It's a great brand if you only watch the placards that swing up between commercial breaks. But when it times to turn all that brand messaging into something real, they are failing miserably - Lou Dobbs excepting.

When will they realize, the more the reporters think that "they are the news," the less they will be viewed as reporters "of the news." There's nothing wrong with taking a network, or a brand, in this direction. But it's not the direction of a great news station. With Wolf Blitzer and Anderson Cooper reporting, CNN might think about joining with E!. It would fit their format better, it would be far more entertaining, and at least their brand would be true to their reporting.

Paris - looking for your next new thing?

Crest Leads The Way In Integrated Brand Marketing

The big news isn’t that Crest is launching a new product. The news is how it is launching its new product.

Crest Weekly Clean Intensive Cleaning Paste – a new paste designed to give you that “just went to the dentist” feeling – will hit the shelves in September, but P&G has already started sending samples to bloggers and select online parental groups. Apparently they have decided to forgo a traditional launch campaign in favor of one that targets the more influential online community. Apparently, Crest sent a survey to more than 600,000 moms in late August through P&G’s Vocalpoint buzz-marketing program.

According to the product’s spokeswoman – Allison Yang – television will be relatively light, consisting of five second tags on ads for other crest products. Instead, their research told them it’s a product “people talk about.” And what better way to get people talking than online – right?

So read between the lines. Crest – one of P&G’s biggest media spenders with almost $237 million in ’07 media spend, is backing away from expensive television in favor of creating a consumer-driven online platform for Weekly Clean. If this doesn’t tell you how important it is to create an integrated communications program online, before using more traditional media – nothing will…..

Green Ideas That Make Business Sense

Every once in a while you come across a company that is shifting their brand in very real ways. It's often the simplest things that make the biggest difference in how a company and a brand is perceived. It's what I call taking the brand off the drawing board and bringing it to life.

For all those people who look at outdoor advertising as a blight on America, I ask you to check out what Fuel Outdoor in Miami has done. It's created a deal with the city of Miami to build 600 solar powered bus shelters. Yes, it gets to sell the advertising space on these locations, but hey, that's 600 bus shelters for people to hide from the sun and rain. Better still, they're solar powered, so the cost of keeping them lit at night is nothing.

So who says creating a green initiative has to cost? Who says it has to be painful for the company? It can be a win for the company [Fuel gets more ad space to sell], a win for the community [Miami gets 600 bus shelters for free], and for the planet [solar, solar, solar which will prevent an estimated 2 tons of carbon emissions from being expelled into the air].

Miami Mayor Manny Diaz explained, “Thanks to a successful public-private partnership, what we have with Fuel Miami is a revolutionary model at work – corporate advertising dollars are being used to clean the environment.”

“As outdoor advertisers, we are sensitive to the quality and appearance of the city’s environment,” Freedman said. “In the case of our Miami bus shelters, we felt it was necessary to ensure that our advertisements could provide benefits to not only our clients, but also the city.”

Not a bad thing for everyone involved....