Aside from David Letterman, most folks don’t like weather forecasters. Some say it’s because they’re the ones remembered for delivering bad news. But I think their brand suffers from the quality of information delivered. Take this forecast for example. A recent eye-opening news article about Tropical Storm Gustav states: “Forecasters warned the storm may still become a dangerous hurricane in the Gulf of Mexico, with their models showing it most likely on track to hit anywhere from the Florida panhandle to Texas.” So let me get this straight — a tropical storm in the Gulf of Mexico that’s heading north is “most likely” to hit anywhere between ... Article Tags>> David Letterman | Gustav | models | weather forecaster

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Filed under: Branding, Miscellaneous, Outlandish Statements

Seventh in the top ten myths: You can capture Boomers with mainstream advertising Boomers pay attention to advertising, but they do not always like what they see. 66 percent say ads have gotten more crude in recent years 67 percent are less likely to purchase a product if they find the advertising offensive 23 percent consider ads geared toward their age group insulting Here, the key for the marketer is to find out exactly what is considered offensive to those 67 percent! Source Christine Babick is a blogger at www.beneaththebrand.com. A marketing strategist and linguist, she specializes in marketing language, website text, “emo copy,” and cause ... Article Tags>> AARP | Babick | Boomer | Boomers | Consumers | marketing | Myths | Report | Research | Trend

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Filed under: Marketing Niche, Research

Fifth in the top ten myths: Boomers are all wealthy Collectively Boomers are the wealthiest generation in history, but only 9 percent are truly affluent (defined as having pre-tax incomes of $150,000 or more if working, or $100,000 or more if retired). In fact, one quarter of Boomers have no savings or investments at all. What does this mean in terms of preference for certain brands? Is this niche unlikely to choose luxury items? Source Christine Babick is a blogger at www.beneaththebrand.com. A marketing strategist and linguist, she specializes in marketing language, website text, “emo copy,” and cause and relationship marketing. Article Tags>> AARP | Babick | Boomer | Boomers | Consumers | marketing | Myths | Report | Research | Trend

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Filed under: Marketing Niche, Research

As I started to to get dressed this morning, I realized I needed a new deoderant, so I unwrapped the two-pack of Dove I bought a few days ago. I popped off the top to one of the containers, twisted the bottom a couple of times, freeing the little plastic protector that covers the deoderant block. Then I saw it--pressed into the deoderant was the Dove logo. I paused and thought to myself--how cool is that? As you can see, it left a lasting impression on me--no pun intended (okay, maybe a little pun intended). Kristie Lorette is a freelance copywriter and marketing ... Article Tags>> Branding | logos | marketing

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Filed under: Branding, New Discoveries, Packaging, Visual Identity

A report that came out in April can help us to separate fact from fiction when it comes to Boomers.Third Quarterly Boomer Report from AARP Services and Focalyst, titled "How Well Do You Know Boomers? Counting Down the Top 10 Boomer Myths." Fourth in the top ten myths: Boomers are winding down with age They are quite active. The typical Boomer regularly participates in an average of 10 activities — and participation extends beyond going to church or gardening. They travel (60 million took at least one trip last year), attend live sporting events (22 million) and bicycle (11 million), among other activities. Boomers are energetic, ad-savvy, experimental: "Contrary to ... Article Tags>> AARP | Babick | Boomer | Boomers | Consumers | marketing | Myths | Report | Research | Trend

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Filed under: Marketing Niche, Research

Karl hit the nail on the head of where MillerCoors is missing the mark. In addition to their recent resurrection of a bygone tagline, their recent "innovative" vented can only adds to the lackluster consumer appeals.  Anyone with a brain can see through this flimsy scheme perpetuated by the brewer. But the underlying effects of "product innovations" like this only reinforce the general population's mistrust of marketers. True product innovations need to provide tangible, value-added characteristics to an existing product. Continuing to market "innovations" like this, MillerCoors only gives us all a bad name.

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Filed under: Advertising, Marketing Innovation, Quantas Ginn

Controversy comes in many forms but recently a billboard campaign by the fast casual restaurant franchisers, The Spicy Pickle, caught my eye that brought a special brand of controversy that I thought worthy of sharing with beneaththebrand.com. These billboards feature creatively spelled sayings like ‘Fud fors mahrt peah pal’ (Food for Smart People). Clearly, the boards are designed to capture extra-long looks as well as match the irreverent attitude of their brand. Is the controversy obvious yet?... Article Tags>> billboard advertising | catchy advertising concepts | controversy | edgy | effective billboard advertising | fast casual restaurant advertising | irreverant ad campaings

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Filed under: Brand Equity, Branding

You have all seen the "don't do drugs" ads or "this is your brain on drugs" ads, what do you think of this newest don't do drugs campaign. This campaign from TAC uses the these license plates to get across the message: If you drive on drugs, you're out of your mind. What do you think?  Does this campaign reach those most in need of the message?  What other anti-drug campaigns have you seen that are effective in reaching the target?... Article Tags>> Advertising | Drugs | Health | marketing | TalentZoo

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Filed under: Advertising

AARP Services and Focalyst have tackled a few myths about the Baby Boomer generation in the third Quarterly Boomer Report released in April of this year. Second in the top ten myths: Boomers are the "me generation" Boomers have typically been portrayed as the self-centered "Me Generation," but their actions in later adulthood suggest the description "We Generation" is more accurate. Here are the facts: They are caring for others and for the world 70 percent feel they have a responsibility to make the world a better place. 57 percent try to buy from companies that give back to their communities. Third in the top ten myths: Boomers are technologically challenged Being the first is always significant. Boomers ... Article Tags>> AARP | Babick | Boomer | Boomers | Consumers | marketing | Myths | Report | Research | Trend

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Filed under: Marketing Niche, Research

Right before the Olympics began, I was listening to a Businessweek podcast about the sponsors. I was shocked to discover that Nike is not an official sponsor of the Olympics. It seems like it would be a natural fit, but really Nike gets a lot of free advertising by all of the athletes who wear their products—making them what the interviewee of the podcast referred to as an “unofficial sponsor.” Then there are companies like Coca-Cola, which have been a sponsor since around 1932 (can’t remember the exact year) and have renewed its contract through 2020. Coca-Cola has even stepped up to ... Article Tags>> Advertising | marketing | sponsorship

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Filed under: Advertising, Branding, Miscellaneous