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The Weekly B.S.

Friday, May 9, 2008

The Weekly B.S. is a conversation of thought-provoking reports addressing brands and B.S., otherwise known as brand strategy.

The key to any effective branding effort is to change and take ownership of the conversation. You are invited to this conversation of brands and the stories they tell.

The Weekly B.S. is hosted by Whisper. Contact us to learn more of how to own the conversation® among audiences you seek to attract and influence.

This week’s B.S.:

From Ted.com - New York
What we can learn from spaghetti
Tipping Point and Blink author Malcolm Gladwell gets inside the food industry where differences between chunky and smooth, spicy and mild, sweet and sweeter, can mean the difference between success and failure.

From the New York Times
The Risks of Brand-Building in the Winner’s Circle
Minutes before he was to appear live on NBC on Saturday as the presenting sponsor of the Kentucky Derby, David C. Novak, the chief executive of Yum Brands, says he was in the dark. After stepping onto the winner’s circle podium and squinting into the sunlight, Mr. Novak grinned as the NBC announcer Bob Costas handed him the microphone. “Well, Bob, what a great day for the commonwealth of Kentucky and the world. On behalf of Taco Bell, Pizza Hut, KFC, Long John Silver’s and A&W, Yum Brands is the proud sponsor of the greatest event in the world. Thank you very much,” he said, ticking off Yum’s brand names. By the time Mr. Novak spoke, though, bloggers, reporters and NBC itself were already telling of the collapse of Eight Belles, who broke down after finishing second and was euthanized.

From Media Post - New York
Scotts Miracle-Gro Takes A Page From Nike In New Ads
“What we have done in the past is much more functional… [We] spoke to people who are already gardeners.” The new effort, is Miracle-Gro’s version of “Just Do It,” Nike’s brand effort that’s less about the shoes than getting out and exercising.

From Emirates Business 24/7 - Dubai
Branding a key component for development of airlines
No amount of branding will be of any use if an airline does not bring its staff into creating an experience.

From Advertising Age - New York
Brand Interactions Are the Future
If brand 1.0 was Coke, built on a solid foundation of marketing, then brand 2.0 is more like Google, built on an ecosystem of experience and natural word of mouth referrals.

From Advertising Age - Batavia, Ohio, USA
Dove’s ‘Real Beauty’ Pics Could Be Big Phonies
Photo retoucher says he improved images in controversial campaign.

From trendwatching.com - Amsterdam
Three new eco-trends that will bring in the green
A hands-on take on how the branding and design of eco-goods and services is about to enter a new phase. You can readily apply all of these examples and insights to your own business and brand.

From Harvard Business School’s Working Knowledge - Boston
Connecting with Consumers Using Deep Metaphors
Think of famous brands you know: Hallmark cards and Coca-Cola soft drinks, for example. What do these products have in common for consumers? An emotional meaning that taps into thoughts and feelings related to the positive aspects of transformation.

From TheStreet.com - USA
Emotional Branding: Here’s What Love’s Got to Do With It
When customers feel an emotional pull toward your brand, they spend less time reasoning through differences in pricing. You’ve gained their trust and are rewarded with their loyalty. Once a consumer’s emotions are involved, you’ve injected real power into your brand.

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  Friday, May 9th, 2008 - 2:21am  |  The Weekly B.S.  | 

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