Tuesday, September 2

Getting the "WHO" Right

I'm continuing my series at Entrepreneur about positioning ... how to build it step by step.

In this article, we take a look at the "WHO."  Who knew it would be so important!

Give a click here if you'd like to read it.

What's your experience?  JIM

Thursday, August 28

Naked Dating

My college-aged kids turned me onto a new show on VH1 called "Naked Dating."

It's a mix it up, date it up show where they pair partners who go on dates with multiple people so that they can choose the best "match."

The hook?  They're all naked.  Nothing left to the imagination.

Ok, it's on television so there's a lot of blurring ... but there's still not much left to the imagination.  Evidently one "contestant" has already complained because the blurring wasn't to her satisfaction.

Adweek recently ran an article noting that "Naked Dating" is just one in a string of "naked" shows.

Hmmm, I don't know.

I'm all for pushing creative boundaries and I'm all for advancing our craft of entertainment.  And admittedly I've watched a few episodes out of sheer curiosity.

Did curiosity kill the cat?  Not yet, but I'm not sure how much I'll tune in.  It gets old very fast, and you honestly lose sight of the nakedness after awhile.

One contestant put it appropriately and yet ironically:  dating in the nude allows you to really see what the person is like inside.  I actually buy the appropriateness and the irony.

Do I worry about kids watching?  No, that's what parents are for and that's what parental controls are for.

Do I worry that it opens up other shows to go even further?  That's not a worry, that's a reality my friends.

We are always going to push the envelope.  That's how cable television and then subscription television have been able to dominate.  They push the envelope.

This is just a recent example IMHO, and VH1's attempt to continually build an audience.

What's your experience?  JIM.

Wednesday, August 27

Burger King & Tim Hortons

Burger King announced its intention to purchase the Canadian "coffee" company Tim Hortons this week, a move that would make the combined entity the third largest fast food chain ... although there is no intention of actually merging the two brands together; each brand will still operate as separate brands.

Clearly the synergies are very obvious.

The move may not have made quite the splash it did without one other wrinkle that was added to the equation:  a move to Canada.

In an attempt to lower taxes, the combined entity will move to Canada where Tim Hortons is based.  This didn't sit well with the consuming public, who made their feelings quite public.  Fans and followers took to social media, especially Facebook, to express their patriotism.

Admittedly, it's a move that flies in the face of a recent trend toward American goods, particularly with the rise of Detroit, right on the border of Canada.

Generally speaking, I'm not sure it's ever mattered much where company headquarters are located, and in the past I'm not sure anyone would have noticed or cared.

But in the age of social commentary, the court of social opinion makes decisions on every aspect of a brand, in this case including the location of its headquarter offices.  It didn't play well to people because they perceived it as an anti-American move to merely save money ... moving jobs to another country to save money, yet still banking on American customers to make that money.  People didn't like it.

Proving once again that a brand is made up of many elements and each of those elements has to be well played for a total brand experience.  Including something you may not have thought through before, like the location of your headquarters.

What do you think?  What's your experience?  JIM.

Monday, August 25

2014 Emmy Awards, As Tweeted

I hosted yet another Twitter party during the 2014 Emmy Awards at #EmmyExp.  The gang gets together mostly to talk about the marketing, but we end up rapping about just about everything related to the awards show.

The night got off to a bad start for most of us ... mostly because it was on a Monday night.  Who wants to see this stuff on a Monday night?  Even the host made fun of it as a sign that the Emmys are over.  Perhaps.

There was lots of beef about it, quite honestly, because none of us could get home from work in time to see the red carpet.  What's an awards show without seeing the red carpet?   It's like ice cream without sprinkles, shopping without a credit card, or as some said ... sex without  a little playing around first.  It just wasn't the same.  We couldn't get into it, because there was no ramp up.  So unsatisfying.

While certainly not a new phenomenon, it was fascinating to see the continued evolution from network dominance to cable creativity to Netflix binge watching.  My how television has changed, and it was more obvious than any prior year.

There was lots of commentary on the celebrity tans ... bad spray tans I might add ... I guess "orange is the new tan."

Big advertisers included Audi, Samsung, AARP, NBC (the originating network), and Dove.  None of them really stood out, if I'm going to be honest.  And in fact both Samsung and Pepsi had movie-themed creative which seemed sort of odd for an awards show that celebrates great television.  There was actually no sign of any custom advertising; nothing was tagged to the awards or to television.  Felt like a big miss.

This little ditty from Depend was a standout though ... with a bit of a shocker at the end.  All I have to say is Brava and #Underwareness!

Since we missed the red carpet, at least we were treated to the Twitter mirror from ET!  While most of us couldn't see the stars enter, at least we could see them ham it up from backstage.  It added a little bit of fun to what otherwise felt like an lackluster production.  It's like everyone was tired because it was Monday night.  Who does these things on Monday night?  There we go again!

Weirdest moment of the night was Weird Al, probably by design.  His medley left most of my tweeters feeling a bit of an ick.  Interesting that Weird Al, who has been around for decades, is seeing a surge in his celebrity popularity, at least in recent moments.  It was a weird moment at best.

Biggest winners for the night were Modern Family, Breaking Bad, and American Horror Story ... at least to my eyes.  I'm personally a big fan of all three.

Was it a shining moment for celebrating television?  Not by a long shot ... but maybe it could have been if it was on a Sunday night.

What's your experience?  JIM