During the month of October, there were many news stories that reflected brand identity, brand naming and nicknames, brand storytelling, brand strategy, personal branding, product packaging, and more. Excuse the delay in this recap, but the November election intervened.
MEXICO MAKES HERSTORY WITH FIRST FEMALE PRESIDENT
In October, Claudia Sheinbaum took office as Mexico's first female president in the nation's more than 200 years of independence. According to Business Standard, "The 62-year-old former Mexico City mayor and lifelong leftist campaigned on a promise of continuity, of protecting and expanding the signature initiatives of her mentor, former President Andrs Manuel Lpez Obrador. Sheinbaum is also the first president with a Jewish background in the largely Catholic country. Sheinbaum's victory came 70 years after women won the right to vote in Mexico. And just days before she took office, Sheinbaum stood with Lpez Obrador in his long-running diplomatic spat with Spain. She defended her decision to not invite Spain's King Felipe VI to her inauguration, saying in part that the king had failed to apologize for Spain's conquest of Mexico.
Since 2018, Mexico's Congress has had a 50-50 gender split, in part due to gender quotas set for party candidates. Still, Sheinbaum inherits a country with soaring levels of violence against women. There are also still many parts of the country, especially rural Indigenous areas where men hold all the power. And some 2.5 million women toil in domestic work where despite reforms they continue to face low pay, abuse by employers, long hours and unstable working conditions. Mexico's Supreme Court ruled in 2023 that national laws prohibiting abortions are unconstitutional and violate women's rights. Although the Mexican ruling orders the removal of abortion from the federal penal code and requires federal health institutions to offer the procedure to anyone who requests it, further state-by-state legal work is pending to remove all penalties."
According to Gustavo Flores-Macias, professor of government at Cornell University and an expert in Latin American politics, despite Sheinbaum's clear electoral mandate, "Her new government faces several major challenges. Sheinbaum will also have to navigate not only the hostile rhetoric toward Mexico that characterizes campaigns in the U.S., but especially the review and potential renegotiation of the U.S.-Mexico-Canada Trade Agreement scheduled for 2026 in the context of an emerging bipartisan protectionist consensus in the United States.”
MATTEL UNVEILS DIWALI DOLL
Mattel unveiled a new Diwali Barbie doll dressed by Indian courtier Anita Dongre. According to Mattel, "In a continued commitment to promoting celebrations of heritage, Barbie is unveiling its first ever Barbie Diwali doll collaboration with globally recognized Indian fashion designer Anita Dongre. Blending tradition with Barbie's place in global fashion, the Barbie Diwali doll celebrates India's cultural richness with a worldwide audience. The limited-edition Barbie doll wears a Moonlight Bloom set with a choli top, floral Koti vest and lehenga skirt adorned with dahlias, jasmine and Indian lotus — symbols of strength and beauty. The outfit has been accessorized with gold bangles and shimmering earrings to complete the look and reflect the radiant lights of the festival."
MATTEL UNVEILS DIA DE LOS MUERTOS DOLLS
Mattel launched a special edition Día de Muertos Barbie doll created by Mexican fashion designer Kris Goyri. According to ABC7, "This doll is a tribute to the Mexican celebration in honor of deceased loved ones. This special edition Day of the Dead doll wears a pure white dress inspired by indigenous Oaxaca styles and adorned with papier-mâché cempasúchil flowers (marigolds) that symbolize the path to the afterlife. Goyri emphasizes the importance of connecting with pre-Hispanic roots and traditional crafts, such as those seen in the sash at the waist, representing a typical weaving of Mexican artisans. Goyri hand-designed the makeup, ensuring it captured the essence of the "Catrina," a dapper skull or skeleton character associated with Día de Muertos, and created the hairstyle to achieve authentic Mexican accents. This collaboration not only honors a much-loved tradition but also reflects Barbie's effort to celebrate cultural diversity. This limited-edition doll shows the importance of representation in the toy industry and the need to understand different cultures."
In addition, Mattel launched its 2024 Día de Muertos Collection designed by Javier Maebe. According to Mattel, "The Barbie doll looks luminous wearing a long, black ruffled gown with intricate, colorful detailing and embroidered sugar skulls. Her orange headband highlights her updo and evokes the festival's iconic marigold flowers. Calavera face paint and bright pink accessories complete her festive look. While sold separately, both Barbie and Ken dolls wear complimentary patterns."
SIMONE BILES NEWS
It is not uncommon for Olympic-gold medalist (and GOAT) Simone Biles to make news wherever she goes. To demonstrate the power of personal branding, the latest news about this inspiring gymnast is that she has lent her name to a restaurant in the Houston airport. Will customers have to perform flips, twists, and somersaults before ordering food?
LOS ANGELES DODGERS WIN 2024 WORLD SERIES
After a decade of division wins and great season-ending records, the Los Angeles Dodgers finally won a World Series Championship! And against the rival New York Yankees to boot! The two franchises have clashed on the Fall Classic stage 12 times, five more than any other matchup in World Series history. This was the Dodgers' eighth World Series title in franchise history and first since the 2020 pandemic shortened season. According to MLB.com, "In this 7-6 victory, the Dodgers ushered in their champagne celebration the hard way, becoming the first team in a World Series-clinching win to come back from down five or more runs. They also became the first team in MLB postseason history to fall behind by five-plus runs, erase that deficit, fall behind again and yet still win the game." As a lifelong Dodgers fan, this championship was very sweet!
DEATH OF FERNANDO VALENZUELA
Los Angeles Dodgers superstar pitcher passed away before the Dodgers won the World Series. The team and fans celebrated his legacy throughout the World Series with an arm patch featuring his number (34) and afterward during the victory parade in Los Angeles. According to Wikipedia, "Valenzuela enjoyed his breakout year in 1981, when "Fernandomania" rapidly catapulted him from relative obscurity to stardom. He won his first eight starts, five of them shutouts, and finished with a win–loss record of 13–7 and had a 2.48 earned run average (ERA) in a season that was shortened by a player's strike. He became the first, and as of 2024, only player to win both the Cy Young and Rookie of the Year awards in the same season. (And) the Dodgers won the World Series that year."
DEATH OF PETE ROSE
Pete Rose, whose nickname was "Charlie Hustle" for the way he played the game of baseball, died in October. According to Wikipedia, "He played in Major League Baseball from 1963 to 1986, most prominently as a member of the Cincinnati Reds lineup known as the Big Red Machine for their dominance of the National League in the 1970's. He also played for the Philadelphia Phillies, where he won his third World Series championship in 1980, and had a brief stint with the Montreal Expos. He managed the Reds from 1984 to 1989. In August 1989 (his last year as a manager and three years after retiring as a player), Rose was penalized with permanent ineligibility from baseball amid accusations that he gambled on baseball games while he played for and managed the Reds; the charges of wrongdoing included claims that he bet on his own team. In 1991, the Baseball Hall of Fame formally voted to ban those on the "permanently ineligible" list from induction, after previously excluding such players by informal agreement among voters. After years of public denial, he admitted in 2004 that he bet on baseball and on the Reds. The issue of his election to the Hall of Fame remains contentious." There is no denying that Rose's legacy is that he tarnished the sport of baseball.
ADDITIONS TO MERRIAM-WEBSTER
During October, Merriam-Webster announced the addition of 200 new words and definitions. Some of the additions include: beach read, true crime, heat index, For You Page, nepo baby, far right, far left, and MAGA. According to Peter Sokolowski, Editor at Large for Merriam-Webster, "Our lexicographers monitor a huge range of sources to select which words and definitions to add. From academic journals to social media, these give us a very thorough view of the English language." And according to Gregory Barlow, President of Merriam-Webster, "The one constant of a vibrant living language is change. We continuously encounter new ways of describing the world around us, and the dictionary is a record of those changes."
VOTING FROM SPACE
Did you know that there is a voting booth in space? Well, not exactly a voting booth, but astronauts on the International Space Station (ISS) can vote from space. They cast encrypted ballots from the ISS. Since most astronauts live in Texas, that state passed a "vote-from-space" law.
RAO FLOAT IN MACY'S DAY PARADE
According to the Macy's Thanksgiving Parade website, "Rao's is an Italian-American restaurant founded in East Harlem, New York City in 1896 by Joshua Anthony Rao, who moved with his parents from Italy to the United States. In December 2006, Rao's opened a second restaurant in Las Vegas. In 2024, it was announced that Rao's Homemade would sponsor a float called "Pasta Knight" in Macy's Thanksgiving Day Parade. The float will display a scene made entirely of food and other kitchenware depicting a knight on horseback with a white flag that says "Rao's Homemade" in a battle against a dragon."
MINNIE MOUSE BALLOON IN MACY'S DAY PARADE
According to the Macy's Thanksgiving Parade website, "Minnie Mouse will make her debut as a giant balloon in the 2024 Parade as she approaches her 100th anniversary. The balloon features Minnie, at 60 feet long, striking a pose and dazzling New York City in her signature dress and high-heels. Minnie Mouse is the lifelong sweetheart of Mickey Mouse, debuting alongside him in Walt Disney's Steamboat Willie on November 18, 1928. She is known for her sweet and stylish disposition and iconic polka-dotted dress and bow. She has become one of the most recognizable characters in the world since her revitalization in the 1980's and has been lauded as a fashion icon."
DEATH OF LILLY LEDBETTER
Lilly Ledbetter, whose gender pay equity legal fight was the inspiration for the Fair Pay Act of 2009, died at age 86 in October.
According to CNN, "In the 1990's, after 19 years of working for Goodyear, Ledbetter learned she had been making thousands of dollars less each month than male managers. She sued Goodyear in 1999 for gender discrimination. She initially won in federal court in 2003 and was awarded $3.8 million in backpay and damages. The decision was later overturned after the tire giant appealed. The case eventually made its way to the Supreme Court in 2007, which upheld the lower court's ruling. In a 5-4 decision, the justices ruled Ledbetter should have filed suit within 180 days of the very first time Goodyear paid her less than her peers. Having missed that window, Ledbetter had no grounds to sue, according to the court."
When Barack Obama became President, the first bill he signed into law was the Lilly Ledbetter Fair Pay Act. Ledbetter said in 2018, "That was the most awesome emotion I think that I have ever had. I'll put it behind having a son and a daughter." In retirement Ledbetter became an activist and advocate for gender equity.
The American Federation of Labor and Congress of Industrial Organizations (AFL-CIO) described her: "Lilly Ledbetter simply wanted to be paid the same as her male Goodyear coworkers – and her fight took her to the Supreme Court, Congress, and the White House to sign the Lilly Ledbetter Fair Pay Act. She was a true hero."
Salesforce CEO Marc Benioff said on social media that Ledbetter's simple phrase "equal pay for equal work" had changed his understanding. He said, "It's shocking that, as a CEO, I witnessed firsthand how wide the pay disparities were – not just in my own company, but across so many others we acquired. Lilly taught me the fight for equality starts with pay equity. There can be no true equality without it."
As of 2024, for every dollar a man earns, a woman is paid 84 cents, according to the National Committee on Pay Equity and the Equal Pay Today campaign. That's based on earnings data for full-time, year-round workers from the US Census in 2022, which was the most recent full-year data set available.
DEATH OF ETHEL KENNEDY
Ethel Kennedy of the Kennedy family died in late October at the age of 96. She was was an American human rights advocate, wife of U.S. senator Robert F. Kennedy, a sister-in-law of U.S. president John F. Kennedy, and a daughter of businessman George Skakel. At her funeral, one of her children said, "She deeded to each of her 11 children her love of good stories, her athleticism, her competitive spirit, and the deep curiosity about the world, and the intense interest in people of all backgrounds, which caused her to pepper everyone she met — from cab drivers to presidents — with a relentless cascade of questions about their lives."
DEATH OF TERI GARR
Oscar-nominated actress Teri Garr known for her work in films like "Young Frankenstein" with Gene Wilder and "Tootsie" with Dustin Hoffman died at age 79 during October. She lived more than 20 years after she was diagnosed with multiple sclerosis, and she shared her diagnosis publicly in a 2002 interview with CNN in an effort raise awareness for others living with MS.
GOLDFISH NAMECHANGE TO CHILEAN SEA BASS
According to CNN, "The Pepperidge Farm snack brand is tweaking its name for a limited time to "Chilean Sea Bass," a more grown-up title. It's part of a strategy to attract adults and re-establish its relevance amid a decline in snacking following a pandemic peak. But the Chilean Sea Bass snacks won't appear on shelves: Bags featuring the unique branding are only being sold online for one week the last week of October. Goldfish reminds people that the traditionally branded bags are still available at retailers nationwide. Fun Fact: The tweaked name is a nod to the snack's roots. Pepperidge Farm launched Goldfish in the United States in 1962 initially aimed at adults as a bar snack. Since the 1990's, however, Goldfish has been sold as a snack for kids with playful packaging."
Danielle Brown, vice president of Goldfish, explained, "We know Goldfish are a lunchbox icon, but the truth is, they're loved by snackers of all ages. So, as a playful reminder, we went ahead and gave our iconic cheddar cracker a new, fun, grown-up name."
SUBWAY'S FOOTLONG COOKIE GETS DRESSED FOR HOLIDAYS
According to Restaurant Business, "Subway is getting a jump on the winter holiday season with its launch of the Double Chocolate Peppermint Footlong Cookie. It has a 12-inch-long base of double chocolate cookie dough that's packed with chocolate and white chocolate chips, swirled with peppermint extract, and topped with red and white candy cane pieces. It's served warm and comes packaged in a holiday gift box."
RETURN OF MOUNTAIN IN MOUNTAIN DEW
Mountain Dew is getting a makeover with the word MOUNTAIN reappearing on cans and bottles following a nearly two-decade-long hiatus. According to CNN, "The PepsiCo-owned beverage is unveiling a new logo and packaging design that drops its sharply angular font and abbreviated title for imagery that evokes its rustic roots, as well as bringing back its namesake title to cans and bottles. Consumers will see the new look roll out beginning in May 2025. According to Duane Stanford, edutor and publisher of Beverage Digest, "Mountain Dew appears ready to shake off the adrenaline rush that has defined the brand's marketing for almost two decades, when a key strategy was to market Dew like an energy drink to an energy drink crowd." Soda seems to be on the rise, thus Mountain Dew's interest in the change.
LA CLIPPERS CONFUSED BY NEW LOGO
According to the NBA, "The LA Clippers unveiled their new brand, establishing a set of marks that blend the team's past, present, and focus on the future in a familiar but elevated colorway of naval blue, ember red, and Pacific blue. The new logo features a Clippers "C" that surrounds the points of a compass and an oncoming ship with basketball seams on the hull, a nod to the organization's maritime roots and a symbol of its direction. The team will wear uniforms and merchandise displaying the new logo and colors in the 2024-2025 NBA season as the Clippers begin play in their new home, the Intuit Dome."
NAMECHANGE FOR KING'S CHARITY
King Charles III established the Prince's Trust nearly 50 years ago when he was the Prince of Wales. Now it will be known as the King's Trust. He launched the trust to help disadvantaged youth overcome challenging circumstances, get employment, or launch their own businesses. It has become one of the United Kingdom's leading youth organizations, and to date, has helped more than 1.3 million young people. The King's Trust has also launched a new logo and new tagline "Working for young people."
FORD GIFT TO EV CUSTOMERS
According to Axios, "Ford plans to give new EV buyers a free charging unit and free installation in an industry first. EV sales have been lagging behind expectations as many consumers remain wary of the unknowns and inconveniences around regularly charging their vehicles at home and on the road. So Ford announced that anyone who buys or leases a new Ford EV during the fourth quarter 2024 will qualify for a free EV charging unit and home installation through the Ford Power Promise program. According to Ford CEO Jim Farley, if the offer is well received, the company will likely extend it, "I obviously never had the chance to talk to Henry Ford, but I can imagine that when he launched the Model T, he would have loved to have included a gas station for every customer."
AMERICA250
According to America250's website, "America250 is a nonpartisan initiative working to engage every American in commemorating the 250th anniversary of our country. This multi-year effort, from now through July 4, 2026, is an opportunity to pause and reflect on our nation's past, honor the contributions of all Americans, and look ahead toward the future we want to create for the next generation and beyond. In addition, a multi-year contest has been unveiled that invites students in grades 3-12 to submit artwork and essays to answer the question, "What does America mean to you?" for the chance to win unique experiences at iconic American historical and cultural sites."
ATLANTIC MAGAZINE INCREASES PRINT
The Atlantic is doing something unusual for a magazine in 2024: increasing the number of issues it prints. The 167-year-old magazine, once known as The Atlantic Monthly, is increasing its pace of publication from 10 issues to 12, returning to a monthly publication for the first time since 2002.
The expansion plan – perhaps counterintuitive in the Internet age, when so many other magazines and newspapers are printing less often or folding altogether – is a testament to "the excellent journalism our team makes, and the enduring power of a beautifully designed, well produced magazine," explained editor-in-chief Jeffrey Goldberg, "We want to meet our readers where they are, and our readers love the print magazine. Print publications have some timeless qualities, and some unique attributes in a world dizzy with screens. The greatness of print and especially a print magazine is that it sits still for you. It doesn't beep and flash and demand that you do things. It's there to be read and enjoyed. People still derive intellectual and aesthetic pleasure from print."
NIKE STORYTELLING
Nike has announced that the company plans to invest in "bigger, bolder brand storytelling" and "re-energize brand momentum through sport." An interesting announcement followed that the company known for its footwear has been "intentionally reducing " the proportion of its business driven by footwear franchises Air Force 1, Air Jordan 1, and Dunk. Time will tell as to this iconic brand's new direction.
How many times since the 1980's has the word MANIA been added to a word or phrase to create a marketing buzz?
What other recent marketing news caught your attention? There's always something happening that impacts marketing, so tune in to #DebbieLaskeysBlog for the scoop!
Image Credits: Major League Baseball, Mattel, America250, and Cornell University/President Claudia Sheinbaum.
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