Debbie Laskey's Blog

Welcome to Debbie Laskey's insights and commentary about BRANDING, MARKETING, LEADERSHIP, SOCIAL MEDIA, EMPLOYEE ENGAGEMENT, and CUSTOMER EXPERIENCES. Debbie has worked in high-tech, the Consumer Marketing Department at Disneyland Paris in France, nonprofits, and insurance. Expertise includes strategic planning, brand development, marketing plans and audits, competitive positioning, websites, communications, public relations, employee engagement, customer experiences, and social media marketing.

Showing posts with label brand awareness. Show all posts

Monday, March 9, 2026

Happy Birthday to Barbie!

On March 9th, 1959, the Barbie doll made her debut at the American International Toy Fair in New York City. And the rest is history, or more accurately, HERstory.

Co-creator Ruth Handler said in a 1977 interview with The New York Times, "Every little girl needed a doll through which to project herself into her dream of her future. If she was going to do role-playing of what she would be like when she was 16 or 17, it was a little stupid to play with a doll that had a flat chest. So I gave the doll beautiful breasts. And Barbie kept pace with the times. During Camelot, she sported a Jacqueline Kennedy hairdo. During the 1970's, her career choices and outfits began to change to include a doctor, astronaut, and veterinarian, among others. My whole philosophy of Barbie was that through the doll, a girl could be anything she wanted to be. Barbie always represented the fact that a woman has choices."

Barbie has become one of the world's most popular dolls and owes its success to adapting to the ever-changing markets of various cultures and countries by launching Barbie dolls of shapes, colors, and sizes, and customization to the inhabitants of certain regions. Because Barbie has often been criticized for representing an unattainable beauty ideal for girls and women, the doll has evolved both in style and shape over the years. The Barbie brand also honors pioneering women from throughout history.

According to Forbes, "Mattel successfully reframes how we think about Barbie Dolls. That Barbie Dolls are not about what the doll looks like, but about how a child looks at the dolls. In other words, Barbie Dolls are a means, not an end. When we see a child playing with a Barbie Doll it's not a buxom babe projecting negative influence onto the child. It's imagination at work, a blank slate, a world of possibilities shaped like a doll. Better yet, the Barbie Doll is a conduit for the development of a child's self-image. A professor, a veterinarian, a businesswoman. Not a bimbo, as many adults have been conditioned to believe, but a businesswoman. The controversies surrounding Barbie Dolls were never initiated by kids. They were always the product of adults."

Here are some interesting facts about Barbie. Her full name is Barbara Millicent Roberts, and she is from a fictional town in Wisconsin. March 9th is celebrated each year as National Barbie Day, because that was the day she was introduced at the American Toy Fair in New York City in 1959. Barbie recognizes careers in which women are traditionally under-represented to show girls that they can be anything and to encourage discovery and exploration through play, and since her inception, she has had over 250 different careers.

According to Mattel, "Barbie traveled into space in 1965, four years before man walked on the moon. In 1973, Barbie saved lives as a surgeon, at a time when very few women were in the operating room. In 1985, she took to the boardroom as "Day to Night" CEO Barbie, just as women began to break the glass ceiling. In 1992, Barbie ran for president for the first time. In 2016, she ran with the first all-female ticket. To encourage more girls to explore the STEM field, Barbie has been a computer engineer, video game developer, Mars explorer, and robotics engineer. In 2016, to better reflect the world girls see today, Barbie introduced three new body types: curvy, petite, and tall. The launch of the new body types landed Barbie on the cover of TIME Magazine. And in 2018, Barbie shined a light on empowering role models from the past and present to inspire more girls. The campaign honored extraordinary women from around the world and launched on International Women's Day featuring Frida Kahlo, Katherine Johnson, and Amelia Earhart."

Friday, July 4, 2025

How will your brand recognize the Fourth of July?

Since today's date is July Fourth or the Fourth of July, it's celebrated as Independence Day in the United States. For those of us in the marketing arena, we are tuned in to brands who stand out based on how they celebrate.

Do the following brands stand out because they feature the word "American" in their names? American Airlines, American Broadcasting Company (ABC), American Eagle Outfitters, American Express, American Fireworks, American Freight, American Greetings Corporation, and Bank of America.

These brands may align their logo, email messaging, social media posts, and advertising with the red, white, and blue colors of the American flag. They may also include some form of "independence" wording or theme in their tagline or logo.

A long-time favorite brand is Sherwin-Williams, because it used one of its color swatches to match one of the colors on the American flag in a social media post years ago.

Another favorite brand is Canine Companions, a nonprofit formerly known as Canine Companions for Independence and currently celebrating its 50th anniversary, because it featured a group of puppies with celebratory hats in a social media post years ago.

And a final memorable brand is Krispy Kreme, who, last year, introduced its "Star Spangled Sweetness Collection" doughnuts: the Freedom Flag Doughnut, the Cotton Candy Sparkler Doughnut, the Firework Cookies and Kreme Filled Doughnut, and the Chocolate Iced with Patriotic Sprinkles Doughnut. In addition, according to the brand's website, "We’re sweetening your Independence Day this year with a FREE Original Glazed doughnut when you visit our shop wearing red, white, and blue. Valid July 4th only at all participating shops in shop and drive thru, limit one per person. Not available online."

However, remember, the buzz of the moment should NEVER overshadow your core brand promise, brand story, and mission.

So, which brand will be the winner as this year's stand-out brand on Independence Day?

Wednesday, May 21, 2025

Marketing News of the Month of May — Part 1: A New Pope, A Gold Noodle, and More

There have been so many news stories during May that reflected brand awareness, brand identity, brand names, brand partnerships, brand storytelling, holiday marketing, personal branding, rebranding, social media marketing, and more - that this recap has been split into two parts - and the second part will go live on May 31st.

INTRODUCTION OF POPE LEO XIV

The world has a new Pope. On May 8th, Cardinal Robert Prevost was elected as the first US-born pontiff and will be known as Pope Leo XIV. The 69-year-old from Chicago stepped into his role as the 267th Pope on the balcony of St. Peter's Basilica after the announcement addressing thousands of cheering Catholics with the words: "Peace be with you all."

According to CBS News, "There are no written rules or official criteria for a Pope's name, but they choose names that have meaning in the Catholic tradition. The name a new Pope chooses will "indicate a certain spirit and direction and vision of the new Pope," said Dennis Doyle, a theologian and professor emeritus of religious studies at the University of Dayton."

The name Leo has been chosen 13 times, and according to CBS papal reporter Candida Moss, "The name Leo harkens back to Pope Leo the Great, the first Pope with the name Leo. The name also has a historical association with strong leadership and courage."

According to Vatican News, "In the early centuries of Christianity many Popes changed their names because their original names were of pagan origin. However, not all Popes followed this practice. Out of the 266 Popes in history (267 including the new one), only 129 have chosen a new name. This tradition became standard practice starting in 955 with Pope John XII, and has continued to this day."

NEW YORK PUBLIC LIBRARY'S LIONS

Since two large lion statues sit along the steps leading to the front doors of the New York Public Library in New York City, will the library use the name of the new Pope for its marketing promotions and/or fundraising? Seems like a wonderful marketing opportunity!

THE LEO SANDWICH

Portillo's, the Chicago-based hot dog and sandwich chain, has named one of its sandwiches "The Leo" after the new Pope, who was born in Chicago. The sandwich will be available during the month of May. According to the restaurant, "In the name of the gravy, the bun, and hot giard, we introduce The Leo: a divinely seasoned Italian beef, baptized in gravy and finished with the holy trinity of peppers — sweet, hot, or a combo. The Leo is Portillo's original "sacred sandwich" that is made in honor of a moment that's historic for Portillo's hometown."

MACARONI & CHEESE NECKLACE

According to The Pioneer Woman, "If you're a food lover, you probably know that food accessories are a thing. There are butter rugs for your home, ranch dressing ornaments for your Christmas tree, and there are countless jewelry options from hamburger earrings to sweet treat charm bracelets. So it shouldn't be too surprising that Kraft got in the game. After all, they have so many ubiquitous brands that Americans know and love. And their new collab is anything but cheesy! You can now buy the Kraft Mac & Cheese Forever Macaroni Necklace, a 14-karat gold noodle on a delicate 16-inch chain over at Ring Concierge, the luxury jewelry retailer. It's no accident that this limited-edition release is here in time for Mother's Day. After all, who would appreciate a unique gift more than the woman who probably served you countless servings of the golden goodness over the years? And get this: While Ring Concierge is known for being more high-end, the necklace costs only $25!"

WOMEN-ONLY ADVENTURES FOR MOTHER'S DAY

Natural Habitat Adventures, a conservation travel partner and the world's first 100 percent carbon-neutral travel company, promoted "Women-Only Adventures for Mother's Day." According to the brand, "At NatHab, we believe in honoring journeys of all kinds, including those of the women who inspire us to venture farther. Our Women's Journeys celebrate that spirit, connecting you the traveler with nature, community, and the powerful legacy of women forging their own paths. From Iceland to Costa Rica, Peru to Portugal, and beyond, our women-only trips focus on camaraderie, discovery, and shared experience."

PRESIDENT TRUMP'S FIRST 100 DAYS

According to Brookings, "A president's first 100 days is by no means the definitive judgment on his administration, but the legacy of Franklin Roosevelt means that the press continues to pay attention to it...Roosevelt's first 100 days are remembered because of the breathtaking scope of bold and new actions, both legislative and regulatory, that set the bar so high. To name but a few: in those 100 days, he declared a bank holiday which stopped the disastrous run on the banks, he took America off the gold standard, and he passed groundbreaking legislation for farmers and homeowners and for the unemployed."

What stood out to you during Trump's first 100 days? Was it the renaming of the Gulf of Mexico to the Gulf of America? Was it his dizzying back-and-forth actions with tariffs and threat to escalate a trade war with the European Union? Was it his threat to take over Greenland? Was it his harsh rhetoric calling for Canada to be America's 51st state? Was it his blatant disregard for immigrants on the pathway toward legal residence and citizenship? Was it his assault on colleges and universities? Was it his friendship with Elon Musk and creation of DOGE? Was it the volatile stock market? Was it his jokes about a third term? Or was it his wish to dismantle the Department of Education? Or was it his dismantling of the Kennedy Center for the Arts Board of Directors? Was it his firing of former second gentleman Doug Emhoff from the Holocaust Museum Board? Was it his firing of the Librarian of Congress or the fact that he cut all federal funding to PBS and NPR? Was it his order to remove all reference to DEI (diversity, equity, and inclusion) on all federal websites? Was it his executive order prohibiting people who are transgender from serving in the military? Was it because he wanted to re-name Veteran's Day? Was it because he will receive an airplane as a personal gift from the country of Qatar? Was it his administration's endorsement of immigration raids on schools? Was it because he attempted to (and continues to) end birthright citizenship? Was it because he pardoned more than 1,500 people convicted on January 6 Capitol riot charges? Was it because he withdrew the United States from the Paris Climate Accords and the World Health Organization?

How will these "First 100 Days" be evaluated by future historians?

BARBARA BUSH POSTAGE STAMP

According to the United States Postal Service, "Honor the life and legacy of former first lady Barbara Bush (1925-2018), wife of the 41st president, George H. W. Bush, first lady of the US from 1989 to 1993, and mother of 43rd president, George W. Bush. The matriarch of one of the most political families in US history, Mrs. Bush was a tireless advocate for literacy, while her plainspoken style and sharp sense of humor drew bipartisan respect. The stamp art is a detail from the official 2005 White House oil-on-canvas portrait featuring one of her signature multi-strand pearl necklaces. The stamp was unveiled by Bush family members and the current first lady at the White House on May 8th, however, the dedication ceremony will be held on June 10th in Kennebunkport, Maine, in honor of the 100th anniversary of the former first lady's birth and the culmination of her centennial year."

The US Postal Service also noted that "news of the stamp will be shared with the hashtag #BarbaraBushStamp" - it's interesting that a hashtag is part of the promotions by a federal government agency.

NEW LIFE FOR ALCATRAZ?

One of President Trump's latest remarks (causing many to shake their heads in disbelief) was an idea to reopen and expand Alcatraz, a former prison in the San Francisco Bay, that is currently a popular tourist destination managed by the National Park Service. The prison, located on an island in San Francisco Bay, was originally a military fort before becoming a federal penitentiary in 1934. It housed notorious criminals and closed in 1963 due to high operating costs. Experts and historians have raised concerns about the feasibility of reopening Alcatraz, citing the high costs of restoring and operating the deteriorated facility. Critics also argue that the idea is a political stunt and a distraction from other important issues.

MAX BECOMES HBO MAX — AGAIN

According to NPR, "The streaming service formerly known as HBO Max will once again be called HBO Max. Warner Bros. Discovery (WBD) announced in mid-May that it will soon put the "HBO" back in the name, two years — and much criticism — after dropping it. Following the 2022 merger of WarnerMedia and Discovery, Inc., executives hoped that the name "Max" would reflect a broader mix of programming and signal more family-friendly content. But the change never really caught on, even as popular HBO originals like The White Lotus and The Last of Us dominated the discourse and drove people to the platform — Warner Bros. Discovery says it added 22 million subscribers over the past year. It hopes the rebrand, slated for this summer, will build on that momentum."

Does this remind anyone of the period of time when Price was known as "The Artist Formerly Known as Prince?" Is this name change significant enough to be acknowledged by viewers?

BILL GATES AND WARREN BUFFETT NEWS

Two men who have dominated business news for decades were recently in the news for their announcements.

Bill Gates, American entrepreneur, investor, and philanthropist who co-founded Microsoft with Paul Allen in 1975, announced that he will donate 99 percent of his wealth to the Gates Foundation over the next 20 years. He explained, "People will say a lot of things about me when I die, but I am determined that "he died rich" will not be one of them...There are too many urgent problems to solve for me to hold onto resources that could be used to help people. That is why I have decided to give my money back to society much faster than I had originally planned."

And Warren Buffett, an American investor and philanthropist who chairs and leads Berkshire Hathaway, a multi-billion dollar holding company, announced that he will retire at the end of 2025. According to QZ, "Buffet's realization crystallized over the past year, culminating in a surprise announcement at the end of Berkshire's annual meeting in May: Buffett will step down as CEO this December. Greg Abel, age 62, will take the helm. Buffett will remain chairman of the board — still involved, but no longer in charge.

WENDY'S RAISES MONEY AND AWARENESS FOR FOSTER CARE

According to the dining brand's website, "Wendy's fans are invited to 'Make a Biggie Difference' in partnership with Coca-Cola and Keurig Dr Pepper during the month of May in honor of National Foster Care Month. Each simple scan of the QR code located on select Wendy's cups automatically unlocks a $5 donation from Wendy's to the Dave Thomas Foundation for Adoption to help the Foundation find forever families for children waiting in foster care, up to a $500,000 donation from the campaign. Wendy's continues its longstanding commitment to increase the number of adoptions of children waiting in North America's foster care systems. Today, there are more than 108,000 children who live in foster homes in the U.S. and Canada, and Wendy's is making it easier than ever to Make a Biggie Difference in finding children loving, forever homes."

OSKAR SCHINDLER MUSEUM

According to NPR, "A dilapidated industrial site in the Czech Republic where German businessman Oskar Schindler saved 1,200 Jews during World War II is coming back to life. The site, a former textile factory in the town of Brnenec, about 100 miles east of Prague, was stolen by the Nazis from its Jewish owners in 1938 and turned into a concentration camp. In mid-May, it welcomed the first visitors to the "Museum of Survivors" dedicated to the Holocaust and the history of Jews in this part of Europe. The opening was timed to coincide with the 80th anniversary of the end of World War II. It was also in May 1945 that Schindler received a golden ring from grateful Jewish survivors, made with gold taken from their teeth. The ring was inscribed with the Hebrew words from the Talmud, saying "Whoever saves one life saves the world entire." Schindler's story was told in Steven Spielberg's Oscar-winning movie, Schindler's List."

GULF OF AMERICA BILL INTRODUCED IN CONGRESS

According to NBC, "The Republican-led House passed a bill on May 8th that seeks to codify President Trump's executive order (made on January 20th) that renamed the Gulf of Mexico to the Gulf of America. Though all Democrats and one Republican — Rep. Don Bacon of Nebraska — opposed the bill, Republicans narrowly passed the measure, 211-206, sending it to the Senate for a vote." The bill would prevent a future president from easily reversing the move through executive action, however, the measure's future is uncertain in the U.S. Senate.

TOYS AND TARIFFS

According to Mattel CEO Ynon Kreiz, "We need to remember that a significant part of toy creation happens in America. Design, development, product engineering, brand management all happens in America. Making product, producing product in other countries, allows us to create quality products at affordable price points. Mattel has been diversifying its global manufacturing for nearly a decade in an effort to reduce its dependence on China. In the meantime, Mattel is taking mitigating actions to fully offset costs associated with Trump's trade war with China, including raising prices in the U.S., while aiming to keep the cost of many toys low. We expect between 40-50 percent of all products under $20. This is something we are committed to do, to continue to create quality product and find the right balance of price and value all in the service of the consumer.”

REMEMBER THE YUGO?

According to Forbes, "Serbian budget car brand Yugo is back. Almost. Yugo promised that its hatchback will be true to the brand's traditional budget ethos, with only two doors in the sub-compact market. Led by Professor Doctor Aleksandar Bjelic, Yugo promises to deliver a fun, affordable car that will meet global safety standards and launch with both manual and automatic transmissions attached to combustion engines. The first running prototype is scheduled to debut at the 2027 Belgrade Expo. The new model reveal comes 17 years after production of the Zastava Automobiles Yugo GV (as it was called in the U.S.) ended, having spent 28 years developing a cult following despite a reputation for poor build quality and reliability. Malcolm Bricklin introduced Yugo to the United States in 1985, achieving surprising success, with 48,812 sales in 1987 alone, despite it being the slowest car sold in the country, but by 1992, that figure had fallen to just 1,412, and Yugo departed U.S. showrooms despite selling 141,651 cars."

DISNEY ARRIVES IN THE MIDDLE EAST

According to Conde-Nast Traveler, "Disney has announced plans for its first theme park in the Middle East, sparking much excitement from fans in the region and beyond. Disneyland Abu Dhabi (capital of the United Arab Emirates) is being built on Yas Island, joining existing theme parks, Ferrari World, Warner Bros. World, and Yas Waterworld. It will become Disney’s seventh theme park globally alongside Florida, California, Paris, Tokyo, Shanghai, and Hong Kong."

According to WDW Magic, "The upcoming Disney resort in Abu Dhabi will be fully funded and operated by Abu Dhabi-based developer Miral, with Disney leading creative development and operational oversight through its Imagineering division. No opening date has been announced."

According to Forbes, "Few entertainment destinations are as recognizable as Disney's castle parks. Named after their centerpiece castle, they are surrounded by clearly-defined lands themed to different eras and regions of the world. It's hard to find someone who doesn't know what they look like, so when Disney unveiled the format for its park in Abu Dhabi, it turned heads. Not only is it hard to make out individual lands in the concept art, but the castle itself is not located in the middle of the park. Instead, it is located at the back, sitting on the beach of the man-made Yas Island. The most breathtaking difference is the castle itself. Rather than being an amalgam of actual castles or being based on one from a famous fairytale, it looks like a stylized version of Elsa's ice palace from Disney's 2013 hit animated movie Frozen."

Time will tell how this expansion will alter Disney's popular international brand - and how this particular park - including rides, characters, food, and merchandise - will be tailored for this area of the world (as those elements were tailored for the parks in France, Japan, and China).

MOST POPULAR DINING BRANDS

During May, YouGov, an international, online, data research company, released its findings for popular dining brands for the first quarter of 2025. The data measured the percentage of consumers with a positive opinion of each brand. The top five most popular dining brands were Baskin-Robbins, Dairy Queen, Dunkin', Krispy Kreme, and Domino's. Popular restaurant chain The Cheesecake Factory was number 16, Outback Steakhouse was number 22, and McDonald's was number 32. Did these findings surprise you and/or make you hungry?

What other recent marketing buzz caught your attention? Since there's always something happening that impacts marketing, read #DebbieLaskeysBlog for the scoop!

Image Credits: US Postal Service, Kraft Heinz, and The Vatican News.

Read about Pope Leo XIV:

https://www.vaticannews.va/en/pope.html

Learn why Popes change their names:

https://www.vaticannews.va/en/pope/news/2025-05/the-history-of-the-names-of-the-successors-of-peter.html

Read 10 Secrets You Didn't Know About The NYPL's Iconic Lion Statues:

https://secretnyc.co/secrets-nypl-lion-statues/

Check out NatHab's Womens Journeys:

https://www.nathab.com/womens-adventures

Track details from all of Trump's first 100 days:

https://www.theguardian.com/us-news/2025/apr/29/donald-trump-first-100-days-tracker

https://account.yougov.com/us-en/join/main

Tuesday, April 1, 2025

How Will Your Brand Celebrate April Fools' Day?

One of the most important lessons for brand marketers is, "Don't make your customers feel like fools," however, that lesson may not apply on April Fools' Day. Customers and fans like a good joke and enjoy creativity when it comes to brand storytelling and brand marketing.

Here are five stand-out April Fools' Day campaigns since 2010:

OREO

In 2024, cookie brand Oreo posted the following message on Twitter/X:

"After time and consideration, we have made the decision to separate the cookie and the creme duo that you all know to be as OREO cookies. There are no secrets or anyone to blame, we are just two best friends who met at a very young age and have grown over the past 112 years in our own ways. We appreciate your continuous support as we enter this new chapter, separately."

On Instagram, @just_the_creme described itself as: "Better off alone."

On Instagram, @just_the_wafer described itself as: "This cookie won't crumble."

A follow-up post explained: "Just the Creme and Just the Wafer hit shelves 4/31."

However, April has only 30 days. So, if you had not realized that this content was an April Fools' Day joke, that final post provided the gotcha!

TIFFANY & CO.

In 2021, global jewelry company Tiffany & Co. changed its iconic blue color to yellow. The company announced the change on Instagram with a new hashtag #TiffanyYellow, but many followers were quick to point out a key detail: the announcement was made on April First, aka, April Fools' Day.

VOLKSWAGEN

In 2021, automaker Volkswagen announced that it had a new name for its American division: "Voltswagen" of America with the goal to raise awareness about the company's all-electric SUV model. It turned out that the announcement was part of an elaborate April Fools' Day joke - and even The Wall Street Journal reported the prank.

BMW

In 2019, automaker BMW announced "Lunar Paint," a car paint that could charge electric vehicles by moonlight. According to the company, "Lunar Paint uses revolutionary photovoltaic technology to passively recharge your battery in the hours of darkness." The brand later thanked its fans with this message: "We hope you enjoyed this year's April Fools' Day. Whilst Lunar Paint may not be of this world yet, BMW does have an innovative range of existing technologies for you to discover - including solar and digital."

GOOGLE

In 2010, when people visited the Google homepage to conduct a search, they didn't see the familiar Google logo and search box. Instead, Google was replaced with the word Topeka. So instead of saying "Google it" when wanting to find an answer that day, users were forced to say "Topeka it." The Kansas capital city unofficially changed its name to Google as part of an effort to convince the search engine giant to select it as a test site for its planned super-fast, fiber-optic network.

And lastly, did any other brands stand out last year besides Oreo? According to USA Today, "Every April 1st, brands and companies want to get some laughs - and attention - with goofy new product launches." Here were some from 2024:

* Healthy soda brand OLIPOP and Pringles jointly announced a "Sour Cream and Onion Soda."

* The Dole Banana Peel Sleeping Bag was promoted as only available on April Fools' Day.

* Scotch Whisky was promoted by none other than Scotch Brand, the tape brand. The whisky was described as "featuring a nose of cherry wood and a delightfully smooth finish that hits like a well-wrapped gift."

* Dunkin' announced that it was returning to its roots on April 1st and would be rebranding to just "Donuts." According to a press release, "It's April 1, which means it's time for some spring cleaning, and we're not joking around! Out with the old and in with the new, as they say. Today, April 1, 2024, we are proud to announce that we are changing our name to DONUTS'. A few years ago, we moved to a first name basis with America and dropped "Donuts" from our name, but now we've changed our minds. DONUTS' sounds way better than Dunkin' - don't you think?"

* Auntie Anne's pretzels and Frontier Airlines collaborated on the newest addition to Frontier's fleet: the Pretzel Plane offering pretzels rolled seat-side as well as airplane-shaped pretzels.

Will your brand celebrate April Fools' Day with a clever and memorable joke?

Image Credits: USA Today.

Friday, November 22, 2024

Co-Branding and WICKED

Have you counted the days until the movie version of WICKED appears in theaters? I certainly have!

Actresses and singers Ariana Grande and Cynthia Erivo star in the movie adaptation of the successful musical that was a prequel to the 1939 movie classic, "The Wizard of Oz," which was based on the book with the same name by L. Frank Baum, which was published in 1900.

It's hard to believe that Kristin Chenoweth and Idina Menzel introduced us to the stories of the young characters of Galinda and Elphaba in WICKED on Broadway 20 years ago! In fact, Wicked is currently the fourth-longest running Broadway show in history after The Phantom of the Opera, Chicago, and The Lion King with nearly 8,000 performances since it first opened at The Gershwin Theatre in October of 2003. Even more impressive, Wicked has traveled all over the world and has been performed in over 100 cities and translated into six different languages. The production has accrued an estimated $5 billion in worldwide ticket sales over the last two decades.

According to NBC, "Set as the first in a two-part screen adaptation of the same-named Tony-winning stage production, the epic fantasy musical will carry its story across to the second installment — Wicked Part Two — which is scheduled to arrive in late 2025.

In the iconic 1939 movie musical "The Wizard of Oz," Galinda had a simple role to play. Known by her grown-up name Glinda, she was simply the Good Witch of the North, always hovering somewhere close by to bail Dorothy out of a sticky situation or two... while offering invaluable pointers about how Oz’s strange magic actually works.

In Wicked, Grammy-winning pop sensation Ariana Grande brings her huge vocal talents to the young witch's musical role, playing Galinda Upland (in her pre-Good Witch days) as she befriends the picked-on Elphaba after the two first meet as students. Where Elphaba is unpopular at school, Galinda is just the opposite. Everyone thinks she's pretty (and POPULAR), she comes from a wealthy family, and yet she forms an unlikely friendship with Elphaba that has sweeping implications for the musical's bigger story."

Producer Mark Platt explained, "Making films allows us to elaborate on the themes of the stage production. Film allows us to investigate the different worlds — Munchkinland, Shiz University, the dormitories, and classrooms. The dwellings where the Animals live, the wondrous Emerald City and Wizard's throne room. When we decided to make WICKED as a film, we wanted to be able to dramatize many of the elements that on stage you can't — from flying with monkeys to sweeping across Oz. These are places that only a camera can go. The films take advantage of this, opening the door to create a singular experience."

Cynthia Erivo has been quoted as saying she wanted green paint covering her body rather than using computer graphics to transform herself into the green character of Elphaba because she wanted to see herself with green hands.

But while the movie's story is the main attraction, countless brands have jumped on the co-branding bandwagon to cash in on the buzz surrounding the movie. Here are some of the brand partnerships and/or co-branding campaigns:

1. Starbucks will debut two new drinks inspired by Glinda and Elphaba. According to NBC, "The drinks will be available exclusively at Starbucks locations nationwide for a limited time. The exclusive drink line-up includes Glinda's Pink Potion, which is a Mango Dragonfruit Starbucks Refreshers Beverage hand-shaken with coconut milk, ice and a scoop of real, freeze-dried dragonfruit. The Pink Potion is topped with nondairy strawberry cold foam, and topped with a dusting of colorful candy sprinkles. The second drink exclusive is Elphaba's Cold Brew, which is comprised of a Starbucks Cold Brew sweetened with peppermint-flavored syrup and topped with nondairy matcha cold foam and colorful green candy sprinkles for an extra bit of Oz-inspired magic."

2. Lego Wicked Kit

3. Wicked Build-A-Bear Plush Collection features a green Elphaba bear with an iconic black dress and hat as well as a Glinda bunny wearing a fancy pink gown.

4. Wicked Suite at the New York Hilton Midtown

5. Ulta Beauty Stores aim to be a one-stop shop for all the beauty brand retailers partnering with the movie. You'll find tie-in merchandise in both Elphaba and Glinda flavors from Caboodles, Conair, Wet Brush and many of the other beauty brands.

6. Wicked x BÉIS Bags (luggage)

7. Vera Bradley Limited Edition Wicked Collection

8. Aldo Shoes Wicked Collab

9. Theory11 Wicked Playing Cards

10. Loungefly Elphaba Bag

11. Wicked OPI Nail Kits

12. Target Exclusives including Paul Tazwell's Clothing Collection

13. Spin Master Wicked Board Game

14. R.E.M. Beauty Wicked Makeup Collection

15. Mattel Glinda and Elphaba Shiz Dolls

16. Croc's Green Clogs

17. Hasbro's Monopoly

18. Kellogg Company's Rice Krispies Treats

19. Ground Up Women's Green/Pink Hightops

20. Lexus: According to Lisa McQueen, Manager of Lexus Marketing, "We've designed each vehicle to capture the magic of WICKED and bring the cinematic experience to life for its passionate fans. Just as Glinda and Elphaba each possess distinct powers and vibrant personalities, these customized vehicles spotlight their distinctive styles, ensuring that fans 'Experience OZmazing.'"

Do all of these partnerships and co-branding campaigns remind anyone else of the marketing buzz surrounding last year's BARBIE movie tie-ins?

Lastly, save the date on your 2025 calendar: WICKED: PART TWO hits theaters on November 21, 2025!

Image Credits: Kellogg Company's Rice Krispies Treats and Lexus.

Read how WICKED THE MUSICAL partners with nonprofits that change the world FOR GOOD:

https://wickedthemusical.com/for-good/

Monday, May 15, 2023

PR Is Finding and Telling Compelling Stories

As a member of the Twitterverse for 14 years, I always enjoy meeting new people and learning from them. One of my new connections is Bridgette Borst Ombres from Pittsburgh, Pennsylvania, and I invited her to appear here on my Blog in a Q&A about public relations and brand messaging. Highlights of our conversation follow a brief introduction.

A former TV news reporter turned PR and marketing professional with 15-plus years’ experience, Bridgette Borst Ombres left Corporate America during the pandemic and turned her side hustle into her main gig. Founder of The Commsultant, a boutique PR agency, Bridgette explains that B2B tech leaders and larger PR firms around the world hire her to consult on media strategy, thought leadership, and communications plans. Bridgette has media-trained more than 350 spokespeople and spearheaded communications efforts for a variety of companies from early-stage startups to large, multinational corporations. In addition, she is passionate about professional development, and over the years, has worked to place hundreds of students and young professionals in internships and jobs around the country.

QUESTION: According to Daniel J. Boorstin, “Some are born great, some achieve greatness, and some hire public relations officers.” As a PR professional, how do you interpret that quote?
BRIDGETTE BORST OMBRES: Every business leader and brand have a unique collection of experiences, distinct values, and attributes.

Savvy PR pros are naturally curious and skilled at peeling back layers to uncover the beauty, marvel, authentic, and relatable experiences in executives and brands. They’re gifted storytellers who can paint your true picture with words.

To me, PR isn’t about "dressing up" the mediocre or crafting an ingenuine message. It’s about sniffing out the compelling, untold stories or brand attributes and knowing which parts resonate most with which specific audience.

Sunday, April 23, 2023

Marketing News of the Week: Partnerships, Brand Identity, and More

This past week, there were many news stories that reflected marketing strategies, branding campaigns, and brand storytelling.

GAP AND MATTEL
Fashion brand The Gap partnered with toy brand Mattel for a series of collaborations inspired by Mattel's portfolio of brands including Hot Wheels, American Girl, Thomas & Friends, Masters of the Universe, and others.

The first will be an apparel collection for "Barbie" that will be available for the launch of the film in late May, available on Gap's website and in select stores globally. The "Gap x Barbie" collection will feature T-shirts, skirts, logo hoodies, denim, button-downs, and accessories as well as pet apparel - retailing for $24 to $69 and featuring Barbie branding and Gap's typeface.

According to Christopher Goble, Gap's head of merchandising, "Gap's partnership with Mattel presents two iconic brands collaborating on products that customers can wear as a family, pets included, and have fun."

NETFLIX AND LACOSTE
Netflix partnered with fashion brand Lacoste for a new collection inspired by some of the streaming service's most popular shows. Polo shirts, tracksuits, and sweatshirts inspired by shows "Stranger Things," "Bridgerton," and "The Witcher," will also feature the Lacoste crocodile. The new items will be available online at Lacoste.com and Netflix.shop as well as in select Lacoste stores.

According to Josh Simon, VP of Consumer Products for Netflix, "We think products can be a powerful medium for storytelling, and partnering with Lacoste presents a unique opportunity to blend the worlds of fashion and entertainment."

PANTONE AND MRS. MAISEL
Color brand Pantone announced its "Mrs. Maisel Pink" color in honor of the AmazonPrime television series' fifth and final season. According to Pantone, "From her first full look in Season One, glowing in a baby pink coat amid a crowd of New Yorkers wearing the 1950's corporate palette of cool grays and neutrals, to taking her last bow in Season Five. Midge's sartorial color choices meticulously depict her as the wise-cracking, unapologetic, and self-possessed woman she is."

According to the show's costume designer, Donna Sakowska, "Every color is another country, and every color choice another adventure in Wonderland." According to Pantone, "And what adventures they've had. [The clothing's colors] transported its characters from the Upper West Side to the Lower East Side, from Paris to the Catskills, and from the late 1950's to the early 1960's, with countless personal revelations and reinventions along the way."

OAKLAND A'S AND LAS VEGAS
The Oakland A's finalized a deal to buy a 49-acre site to build a retractable-roof ballpark close to the Las Vegas Strip with a seating capacity of 30,000 to 35,000. The team hopes to break ground by 2024 with the plan to move to the new home by 2027. The team's lease at the Oakland Coliseum expires after the 2024 season, and the team has struggled for years to draw fans.

With an NFL team, the Raiders, and a NHL team, the Golden Knights, and a WNBA team, the Aces, baseball was the only major sport missing a presence in Las Vegas.

LIVE WITH KELLY AND MARK
After six seasons as a co-host of the popular ABC morning talk-show made famous by Regis Philbin and his many hosts over the years, Ryan Seacrest said goodbye. Kelly Ripa welcomed her husband, Mark Consuelos, to join the show. The promotional tagline became "From Co-Stars in Life to Co-Hosts on Live." The show's name changed from "Live with Kelly and Ryan" to "Live with Kelly and Mark." Time will tell if viewers tire of the married couple's stories.

FACEBOOK PRIVACY LAWSUIT
According to ABC, "Facebook users who had an active Facebook account at any point between May 2007 and December 2022 can now apply to receive a piece of parent company Meta's $725 million settlement related to the Cambridge Analytica scandal...The legal battle began four years ago, following an international outcry from the company's disclosure that the private information of as many as 87 million Facebook users was obtained by Cambridge Analytica."

However, while Facebook users can complete a claim form by August 25, 2023, to be included in the group to receive the settlement, the claim form requires information that the company never had before including a mailing address and additional email addresses. I don't know about you, but I certainly don't want to provide MORE personal info to Meta, so count me out for what may turn out to be pennies.

BANKRUPTCIES
This past week, retail stores David's Bridals and Bed, Bath & Beyond filed for bankruptcy protection. David's Bridal, the leading bridal and special occasion authority, expects to continue operations. But if you're a bride, this news will definitely make you into a Bridezilla!

Bed Bath & Beyond sent an email to shoppers: "We appreciate that customers have trusted us through the most important milestones in their lives - from going to college, to getting married, to settling into a new home, to having a baby. We have initiated a process to wind down operations." The 360 stores will shutter over time.

ROYAL POSTAGE STAMPS
While stamps featuring King Charles III's face are now officially on sale to the British public, the new stamps feature a significant break from the past: None of the stamps include a crown. According to royal commentator Richard Fitzwilliams, "His preference for a simple image is more contemporary. The Queen wore a diadem and the image of her was internationally recognized. In a different age, the King has wisely chosen a more human image."

RETURN OF DAMAR HAMLIN
Less than four months after experiencing an unexpected cardiac arrest during a Monday Night Football game on January 2nd, Buffalo Bills safety Damar Hamlin has been "fully cleared" to return to play. Three medical specialists unanimously agreed that Hamlin can resume full activities on the field. All football fans became Buffalo Bills fans during that January game, and everyone wishes Damar a long and healthy career.

During Damar's recovery in March, he visited Congress to advocate for better access to automated external defibrillators (AEDs) in schools. His survival is widely credited to the rapid use of CPR and a defibrillator on the field.

Damar told Members of Congress, "For schools that have AEDs, the survival rate for children from sudden cardiac arrest is seven times higher. The Access to AEDs Act will help ensure that schools are just as prepared and trained to respond in a time of crisis as those on the sidelines on an NFL game."

DEATH OF BARRY HUMPHRIES
While many in the comedy world will mourn the passing of Barry Humphries, most mainstream folks will miss Barry's alter ego known as Dame Edna. Who can forget the hilarious antics of Dame Edna? Truly one-of-a-kind! RIP Barry Humphries.

What other marketing news stood out to you this past week?

What will be the marketing buzz next week? Tune in to read all about it.

Image Credits: Live with Kelly and Mark and the Buffalo Bills.

Thursday, July 29, 2021

What’s in a Name – Especially During the Olympics?

When last year’s Olympic Games were rescheduled for 2021 due to the Covid pandemic, did you take notice? If yes, did you watch last week’s Opening Ceremony that took place in Tokyo, Japan? Did anything stand out as odd?

First, while the Olympics are taking place in 2021, they continue to be referred to as the “2020 Olympics.” That’s a marketing nightmare!

Second, to protect fans from the covid virus, no fans were allowed to attend events and could not sit in the stands. While this is a decision that keeps fans safe, the athletes’ health is still at risk!

Third, and without a doubt, the oddest fact was that, even though Russia was barred from participating in the Olympics due to doping scandals, there are more than 300 Russian athletes competing in Tokyo. These Russian athletes participated in the Opening Ceremony’s parade of nations under the banner of R.O.C., which is the acronym for the Russian Olympic Committee. Are you confused?

According to The New York Times, “The International Olympic Committee — which has often avoided directly sanctioning Russia — has placed the onus on individual sports federations to interpret its two-page guidelines on the sanctioning measures, which include an edict that reads: “All public displays of the organization’s participant name should use the acronym ‘R.O.C.,’ not the full name “Russian Olympic Committee.”

For the few onlookers and journalists present, there was little sign that the team represented a sanctioned nation. A journalist from Kenya expressed confusion about the acronym, asking aloud why the Russian team that had just been announced was labeled R.O.C. on the scoreboard.

That is how things have gone at most venues: R.O.C. on signage and displays but Russia or Russian Olympic Committee in official announcements. Confusion over what to call the team has at times confused sports officials, too: Europe’s gymnastics federation, for example, deleted a tweet on Sunday that referred to the team as Russia in its compilation of the results in the women’s qualifying.”

So, the question is, what’s in a name – especially during the Olympics? How can viewers determine which country is competing, and more importantly, winning?

According to Gideon Kimbrell, “Good branding can shape [an] image...Words have meaning and connotations that can give strong initial impressions. If your brand name evokes a strong image in people’s minds, and that image aligns with your brand identity, your marketing will go much further than it would with a name that evokes an image contrary to your identity. For instance, if you started a gourmet ice cream company, it would take a lot more marketing to convince people that Bronx Creamery was a luxury brand than if you gave it a faux-European name the way Häagen-Dazs did. And there are plenty of examples of successful companies with meaningless names. DuckDuckGo was chosen on a whim. It describes nothing and has no deeper meaning. But the company’s search engine solves a major problem (privacy and tracking), so people flock to it.”

Back to the ROC and this year’s Olympics. Perhaps, this year’s Olympic competition is just another casualty of the Covid pandemic, and we should tune in to the next Olympic Games instead?

In case you're wondering, here are the future dates for your calendar:

2022 Winter Olympics in Beijing, China: February 4-20

2024 Summer Olympics in Paris, France: July 26-August 11

2026 Winter Olympics in Milan and Cortina, Italy: February 6-22

2028 Summer Olympics in Los Angeles, California, USA: July 21-August 6

2032 Summer Olympics in Brisbane, Australia: July 23-August 8

Image Credit: miflippo via Getty Images.

Monday, February 22, 2021

Content Will Always be the Fuel to Push a Brand Forward and More #SocialMediaTips

Over the last decade, thanks to social media, I have had the privilege to meet a variety of amazing leadership and marketing experts. A new connection with a shared passion for social media is Troy Sandidge from Chicago, and I'm thrilled to welcome him to my blog in a Q&A. Highlights of our discussion follow below his introduction.

Troy Sandidge is a Growth Marketing Strategist (aka, The Strategy Hacker) that skyrockets business growth through his C.L.O.V.E.R. Business Framework. He has 10 years of experience creating pathways and roadmaps to achieve next-level success, maximizing revenue, increasing brand authority, and developing social communities through cutting-edge growth marketing strategies and digital marketing solutions. His work portfolio includes Entrepreneurs, Thought-Leaders, Startups, Small-Medium Businesses, Nonprofits, and Fortune 500 brands. Troy is the Chief Strategy Officer at Vult Lab, the Founder & CEO of Strategy Hackers, and the Host and Executive Producer of iDigress Podcast. He is also an international speaker, a Twitter power user, and loves connecting with other people and learning about their zone of genius! He can be found on Twitter, LinkedIn, Instagram, and YouTube with @FindTroy and his website is www.FindTroy.com.

QUESTION: Your pinned Tweet on Twitter was shared in April 2015 and states, “#Imagination is the engine. #Content is the fuel. #SocialMedia is the highway. #Marketing is the roadmap. #Sales is the destination.” Please elaborate why it continues to be relevant today, nearly six years later.

TROY SANDIDGE: Yes, it’s amazing how that tweet still amazes and connects with people when they stumble upon it for the first time, even in 2021. I think it continues to remain relevant because the correlation doesn’t change even though the platforms, tools, terminology, and mediums change in popularity or out of necessity.

You will always need to have imagination to bring something creative to life. Any campaign, content piece, narrative, and so on stems from this. In the same way, whether it’s video, audio, articles, the content will always be the fuel to push a brand forward. And whether it’s Facebook, Twitter, LinkedIn, or the new kids on the block like TikTok, Clubhouse, and Twitter Spaces, social media will always be the most effective way to distribute your content to your desired audience at scale. Marketing is always the driver to attract, nurture, and compel people to achieve the goal being sales. And of course, the end results of all of this is sales, dollars and cents, getting adequate outcomes from all of the outputs.

And since 2020, I’ve added: “Culture is the GPS” because cultural trends and behavioral economics push what’s popular or in high demand. I also think when you look at this entire illustration as a whole, it suggests always being in a constant state of momentum, and to do so each of these things has its place to ensure you maintain that.

SHARE ON TWITTER: The content will always be the fuel to push a brand forward. ~@FindTroy #MarketingTip #SocialMediaTip #BrandTip

QUESTION: What is your favorite social media platform or platforms for brand-building, and why?

TROY SANDIDGE: I still think in 2021, all personal biases aside (since this is also my favorite platform), and looking at this from a pure growth marketer perspective, Twitter would be the platform of choice. You can connect more quickly and efficiently with desired individuals and brands you would like to work with, not including the same for PR and collaborators. It’s still the most public-centered platform where you can get a lot of exposure (coupled with the right timing, trends, attached media, and what audiences you’re entertaining). Plus I truly do believe that Twitter is the bridge to LEADS. You can even get your tweets indexed by Google to help with your brand search visibility by being consistent with posting on topics true to you and your brand, making sure your Twitter profile and bio match your website and other resources, and diligently providing value.

QUESTION: What three brands use social media the best when it comes to “social listening” and “engagement” with customers, fans, and stakeholders?

TROY SANDIDGE: Three are Domino's, Agorapulse, and Kleenex.
(1) Domino's is a brand that sets the bar pretty high when it comes to social listening and engagement. Domino's provides no less than 15 different ways to order their pizza and other items from their menu, ranging from voice command on home assistant devices like Google Home to sending an emoji over social media. The diversity and distribution of how they really want their customers to “have it their way” are taken literally with their preference to make their order. They were definitely ahead of their time by launching it as a campaign - and ahead of their competitors.

(2) Agorapulse is one that comes to mind as well. They do a phenomenal job using their literal audience as guests on their various shows, being part of groups to ask questions, educate, give value, and serve as a networking hub. So not only are they utilizing social listening to drive more sales, they are using it to be of service to their audience to help them acquire more leads and grow their brand authority.

(3) Kleenex is a good example of a brand that used social listening to make an impact on its community. I’ve been studying some of their campaigns and wanted to echo a source (YtC Studios) praising the brand about some of their campaigns during 2020: “The company used social listening to increase brand sentiment. Perhaps, the most unique initiative is its “Feel Good” campaign, in which Kleenex scoured Facebook for statuses from users indicating different degrees of sickness. Upon identifying these status updates, Kleenex leveraged the users’ online connections to obtain their addresses and send them specially prepared Kleenex Kits. Fifty lucky people received kits, and every single one of them posted about this special surprise. The result? Kleenex garnered over 650,000 impressions and 1,800 interactions between the brand and social media users.” This demonstrates how well they used/are using social listening to give their audience what they need most, which also serves as a powerful series of campaigns too.

QUESTION: You recently participated in a podcast hosted by @MakeAMarketer, where you discussed the importance of a marketing strategy for all brands. (A link is provided at the end of this Q&A.) Please provide a few highlights for those who missed the podcast.

TROY SANDIDGE:
“Likes, comments, and shares don’t pay the bills.” These are byproducts and secondary goals of a good social media strategy and should not be the main goal of one. Knowing how to decipher what such metrics are telling you as far as measuring how effective your campaign is doing, is key to hitting the goals you want like a higher click-through rate to your landing page for your product or service, a more engaging community, more traffic to your website at a lower bounce rate, more subscribers to your newsletter and so forth.

“Strategy isn’t over the moment I give you a blueprint.” A strategy is a living, breathing document or series of processes that need to have results/goals reassessed, direction and vision realigned, style and process evaluated, and so forth. As we experienced all through 2020, what worked yesterday, may not work today, and be irrelevant by tomorrow. So you must always be nimble and adjust your strategy the best you can.

“Get the right people in the right seats on the bus.” Make sure you know everyone’s capabilities, roles, responsibilities, and who the decision-makers are to make an adequate process that makes sense and maintains constant flow. You don’t want a good campaign to fail and a strategy not to be successful because you had the wrong people managing the wrong things. Over-communicate with everyone involved in your campaigns and marketing strategy will make things so much better and efficient.

The best and most effective marketing strategies and campaigns follow my C.L.O.V.E.R. Business Framework: Clarity. Leverage. Optimization. Vision + Value. Execution. Results. Make sure you have clarity around your goals, timeline, and audience. You have to leverage all of the resources you have at your disposal (internal team, external team, budget, audience insights, etc.). Recognize your marketing strategy is in a constant state of optimization. Have your vision and give value to your audience every step of the way. Execute. Execute. Execute. Execution is necessary to have success. So many get lost in getting everything perfect and never start making progress. And as everyone knows, what is all this work for you if you don’t get results? Results are necessary to know if your strategy and your campaigns are working. Make sure you have benchmarks that are relevant you can track to know you’re going down the right path.

SHARE ON TWITTER: Get the right people in the right seats on the bus. ~@FindTroy #BusinessStrategy #EmployeeExperience #EmployerBranding

QUESTION: Lastly, what’s your favorite marketing campaign, and why?

TROY SANDIDGE: Brand awareness campaigns are my favorite type of campaigns. They are the most meaningful and can drive multiple things: brand authority, brand exposure, drive CTA (call to action), drive visitors to the website, gain more followers, increase community, lead to more PR opportunities and collaborations, among other things. It’s always necessary and needed for brand awareness. On top of that, brand awareness is typically aligned with your mission, your purpose, your story, your why, and how you help others. It doesn’t have the complication of a full-blown sales campaign and never feels like one. It’s fun and fulfilling as well. Not to mention, you can get positive ROI (return on investment) from brand awareness campaigns with or without paid media as long as the quality of the organic is of high quality and authentic.

An example I would like to highlight is Apple’s ongoing brand awareness campaign series “Shot on iPhone” which is to promote obviously their line of smartphones but through the lens of their consumer. One of the big things to realize is that the content is 100% derived from their target audience base for their target audience base. A plethora of original content (much of which that doesn’t make it as part of a commercial collage), serves as UGC (user-generated content) for the brand to repurpose and reshare using its own community to create as well as magnify.

Their Instagram account is a living case study of how effective a brand awareness campaign when tied directly to a community. The #ShotoniPhone hashtag has over 18 million posts. Keep in mind, this is mostly an organic campaign with their community doing most of the work creating and distributing, and their social media marketing team is spotlighting and highlighting various ones on their grid, in their stories, highlights, and reels. It is quite powerful. This goes to show you that some of the most successful campaigns aren’t necessarily through paid media but simply by connecting what you do to a feeling, an emotion, or a result felt by a community.

My gratitude and appreciation to Troy for sharing his inspiring perspective about marketing, social media, and effective brand communications.

Image Credit: Quote by Troy Sandidge.

_______________________________________________________________

Here's the link that Troy referenced in Question #2:
https://searchengineland.com/heres-how-to-use-twitter-to-dominate-the-google-search-results-296324

Here's the link that Troy referenced in Question #3:
https://www.ytcstudios.com/blog/2020/5/28/the-power-of-social-listening-and-the-brands-that-do-it-best

Here's the link for the podcast referenced in Question #4:
https://makingamarketer.podbean.com/e/building-a-successful-marketing-strategy-framework-with-troy-sandidge

Here's the link for more info regarding Question #4:
https://idigress.show/episodes/clover

Here are the two links that Troy referenced in Question #5:
https://www.instagram.com/apple
and
https://www.instagram.com/explore/tags/shotoniphone

Monday, December 16, 2019

What Are Your Favorite New Year's Brands?

The December holidays are within view, and this means that the new year is on the horizon ripe with resolutions and exciting opportunities.

When you think of New Year's Eve and New Year's Day, there are many brands that come to mind. Which brands are your faves? Here are five of mine.

DOM PÉRIGNON

Many of us drink in the new year with champagne, and while a bottle may cost several hundred dollars - and the most costly bottle has been known to cost $42,000 - Dom Pérignon is the world's most well-known champagne.

For some interesting facts about Dom Pérignon, visit: https://vinepair.com/articles/14-facts-dom-perignon-champagne.

CITY OF NEW YORK
Every year on the final day of the year, everyone's attention is on the city known as "The Big Apple." New York City has hosted a memorable New Year's Eve party every year since 1907, with the exception of 1942 and 1943. Hundreds of thousands flock to Times Square to watch a truly brilliant event: the crystal ball drop as the final seconds of the year tick away toward midnight, ushering in a new year. According to the Times Square website: "Thanks to satellite technology, a worldwide audience estimated at over one billion people watch the ceremony each year. The lowering of the Ball has become the world's symbolic welcome to the New Year."

WATERFORD
The famous ball drop at New York City's Times Square is comprised of 2,688 Waterford Crystal triangles that vary in size. According to the Times Square website: "For Times Square 2020, 192 Waterford Crystal triangles introduce the new Gift of Goodwill design of three pineapples signifying the traditional image of hospitality and goodwill. 192 are the Gift of Harmony design of small rosette cuts flowing into each other in beautiful harmony. 192 are the Gift of Serenity design of butterflies flying peacefully above a crystal meadow capturing the spirit of serenity. 192 are the Gift of Kindness design consisting of a circle of rosettes symbolizing unity with the fronds reaching out in an expression of kindness. 192 are the Gift Of Wonder design composed by a faceted starburst inspiring our sense of wonder. 192 are the Gift of Fortitude design of diamond cuts on either side of a crystal pillar to represent the inner attributes of resolve, courage and spirit necessary to triumph over adversity. The remaining 1,728 triangles are the Gift of Imagination design with a series of intricate wedge cuts that are mirrored reflections of each other inspiring our imagination."

For a myriad of fun facts about the history of the Times Square Ball, visit: https://www.timessquarenyc.org/times-square-new-years-eve/nye-history-times-square-ball.

CITY OF PASADENA
After the world's attention leaves New York City on December 31st, it turns to America's west coast, specifically a Southern California suburb of Los Angeles. Home to approximately 140,000, Pasadena's population swells to the hundreds of thousands, possibly even a million, each year on January 1st. The city's main street is Colorado Boulevard, and that is where the action begins around 8am every January 1st.

ROSE PARADE
The attraction on New Year's Day in Pasadena, California, is the annual Rose Parade, hosted by the Pasadena Tournament of Roses Association. According to Wikipedia, "First held on January 1, 1890, hundreds of thousands of spectators watch the Rose Parade in person, and millions more watch it on television - both in the U.S. and in more than 100 international territories and countries worldwide. The Rose Bowl college football game was added in 1902 to help fund the cost of staging the parade. Since 2011, Honda sponsors the Rose Parade. Accordingly, the company has the parade's first float, which like all floats, follows the parade's theme."

During 2020, we will celebrate the 100th anniversary of the 19th Amendment, which granted women the right to vote. With this in mind, here are some women's and girls' equality brands:
* League of Women Voters
* National Women's History Museum
* National Organization for Women (NOW)
* Equality Now
* She Should Run
* UN Women
* Gender at Work
* Women's Foundation of California

* Step Up
* American Civil Liberties Union

What new year's brands stand out to you as you get ready to begin 2020?

Image Credit: Dom Pérignon, City of New York, Waterford, Rose Parade, and City of Pasadena via Layout app.

Sunday, December 1, 2019

What's Your Favorite Holiday Brand?

With the holiday season well underway, what brands stand out? What brands use clever words or spokespeople for unique holiday marketing or advertising campaigns? What brands do you embrace every December? What brands symbolize a happy and healthy holiday season?

There are some brands that announce holiday time to me, and I'd like to share five of them.

[1] COCA-COLA
One of the world's most iconic brands features special spokespeople, or in this case, spokes-bears during the holidays. Polar bears and their friends appear and always create heartwarming smiles.

[2] M&M'S
A chocolate favorite throughout the year, M&M's features red and green candy especially for the Christmas holiday.

[3] TIFFANY & CO
Tiffany & Company has long been synonymous with diamond rings that come in little blue boxes. But during the holiday season, the best holiday traditions arrive in little blue boxes.

[4] MATTEL
This toy brand unveils an annual "Holiday Barbie." According to the Barbie website, "For decades, the Holiday Barbie doll has embodied the spirit of a season marked by wonder and celebration. 2019 Holiday Barbie doll shines in an elegant gown with red and white holiday print and silvery sparkle detail. A beautiful bow adorns the gown’s shoulder and complements a dramatic red train. ‘Tis the season to smile wider, hug your loved ones a little tighter and savor that magical holiday spirit. Reflecting the sparkle and jubilation of holiday festivities, 2019 Holiday Barbie doll is the definitive celebration of a season full of love."

[5] HONDA
When you wish someone happy holidays, if you work for Honda, the phrase becomes "Happy Honda Days." This catchy phrase has been in our advertising lingo for many years, and it represents car sales at Honda dealerships from November through early January each year.

What about you? What brands stand out in a very crowded marketplace, especially during the holidays? I posit that the holidays present an exciting opportunity to stand far apart from the competition and win customers not just during the holiday season but all year long.

Image Credit: Layout app featuring Mattel, Honda, Tiffany & Co., M&M's, and Coca-Cola.

Monday, November 18, 2019

What’s Your Favorite Thanksgiving Brand?

When you think of Thanksgiving, there are many brands that come to mind from the foods we eat to the activities before and after the large meal. But what brands are your favorites? Here are five of mine.

MACY’S THANKSGIVING DAY PARADE
Whether you live in New York City or anywhere else, there is a particular parade that, since 1924, has become a family ritual to watch in person or on television. The three-hour parade is held from 9am to 12noon Eastern time on Thanksgiving Day, and it has been televised nationally on NBC since 1952. A unique aspect of working at Macy’s is that Macy’s employees have the option of marching in the parade. Would you march? (There is a website dedicated to the parade at https://www.macys.com/social/parade.)

BUTTERBALL TURKEY
Have you ever tried to cook a 15-pound or 25-pound turkey and run into trouble? Have no fear, if the turkey is a Butterball. This brand has a help center called the Turkey Talk Line. This help center began in 1981 when six home economists worked the phones that holiday season to answer 11,000 turkey-cooking questions. Since then, the Turkey Talk Line has grown in both the number of calls answered and the number of experts who respond. The Turkey Talk Line is open November and December each year and is staffed with 50 experts who answer more than 100,000 questions, for thousands of households in the United States and Canada. And in today’s social era, cooks can connect with the Turkey Talk Line via social media, live chat, texting, and even Amazon Alexa.

BEST BUY
One of the most-well known technology stores has become synonymous with Thanksgiving due to its array of deals. Many people choose to miss their Thanksgiving meal in order to line up to be first in line (or second or third) to enter the store. Best Buy opens its doors at 5pm on Thanksgiving Day to accommodate shoppers who want to get a great deal on a big screen TV or other tech gadgets at ridiculously low prices.

FOOD NETWORK
Some people test their cooking skills during Thanksgiving meal preparations. This is why the Food Network comes in handy. Many shows feature specific Thanksgiving recipes, and many chefs who have their own programs focus on the annual holiday. Here’s just one example from the myriad of Thanksgiving promotions on the channel’s website:

“Is the thought of cooking Thanksgiving dinner stressing you out? Don’t worry. Food Network is here to help! The cast of #TheKitchen including Sunny Anderson, Alex Guarnaschelli, Katie Lee, Jeff Mauro and Geoffrey Zakarian, will be joined by special guest Alton Brown to answer your cooking questions LIVE in a totally-interactive #ThanksgivingLive TV special! Tune in on Saturday, November 23, from 11 am-1 pm EST and get ready for expert advice, time-saving tips, and our favorite tried-and-tested Thanksgiving recipes!”

RECREATION EQUIPMENT INC. (REI)
According to REI’s website, “For the fifth time this Black Friday, REI Co-op will close all its stores, process no online payments, and pay all 13,000 employees to #OptOutside with friends and family. But this year, under the leadership of a new CEO and facing a global environmental crisis, the co-op is going a step further: asking its 13,000 employees and 18 million members to join in the fight for life outdoors – and life on this planet. The co-op is asking members and employees to “opt to act” – joining a nationwide clean-up effort this November, leaving the outdoors better than they found it when they #OptOutside on Black Friday and signing up for an employee-sourced, 52-week action plan to take small steps throughout the year to reduce their environmental footprint.”

What brands stand out to you on Thanksgiving? Or, are you too tired from your turkey meal to pay attention to advertising?

Image Credit: Macy’s.

Wednesday, September 11, 2019

How Will Your Brand Commemorate September 11?

Waves of Flags, Pepperdine University, Malibu, California

If you were alive on September 11, 2001, your life was forever changed by the events in New York City, at the Pentagon, and in rural Pennsylvania. Terrorism arrived in the United States - and the country would never be the same.

This September marks the 18th anniversary of that tragedy, and while war and terrorism still exist, we will always remember the people who perished on that September morning. And we will always celebrate the first responders who rushed into harm's way.

In those first few days after September 11, 2001, most brands added an American flag to their homepages with messages of condolences for the lives lost. Since social media did not exist, there were no Twitter, Facebook, or Instagram posts that gained hundreds of thousands of comments, likes, or retweets. But today is different. Social media has provided opportunities for everyone's voices to be heard.

On September 11, 2012, President Barack Obama proclaimed the date as Patriot Day and National Day of Service and Remembrance. While US government buildings fly their American flags at half-staff, Americans are urged to perform a day of service and make a positive difference in their communities.

2019 will mark the twelfth year that Malibu's Pepperdine University will showcase the annual Waves of Flags, a display of 2,977 full-size flags. There are 2,887 American flags for each American life lost and 90 international flags representing the home countries of those from abroad who died.

No one can forget Budweiser's ad featuring the iconic Clydesdales that aired only once (during the 2002 Super Bowl - here's the link: https://youtu.be/J3eQmzw6n3k). "The horses pay tribute to the memory of the fallen of September 11th with an unforgettable, breath-taking bow. Many have never forgotten the commercial that never aired again...[Budweiser] had to get approval from members of Congress, the ad community, and from New York Mayor Rudy Guiliani," reported Shirley Washington.

There are some inspiring ways for your brand to commemorate September 11, but you may also wish to remain silent. There are traditional marketing avenues, such as, email marketing, website messages, and advertising. And then there is social media. Your brand can combine efforts with competitors or aligned brands as well.

While some in the marketing arena think it best for brands to remain silent on September 11, the reality is that consumers look to brands to make an emotional connection. When a connection is made, often long-term loyalty happens. On this very important day in American history, people remember the brands that spoke out. So, how will your brand commemorate September 11?

Image Credits: Debbie Laskey Photography and Twitter.

Tuesday, August 13, 2019

Want to Fly Free with Frontier Airlines? There's a Catch!

Frontier Airlines aims to become America’s Greenest Airline. Its fleet is 39% more fuel-efficient than its competitors, and it has been named the industry's most fuel-efficient airline by The International Council on Clean Transportation (ICCT). While Frontier may be known as the green airline, the company's mission goes beyond the green logo and the menagerie of animals on its airplane tails.

Frontier's mission is evident in August 2019, with the launch of a memorable promotion. Frontier encourages everyone to live greener lives and invites everyone with the last name “Green” to fly for free on Tuesday, August 13, 2019.

According to Frontier's website (www.flyfrontier.com/deals/green): here's how to get a free flight on August 13, 2019:
(1) Confirm that your last name is Green or Greene
(2) Book a flight that departs on August 13, 2019
(3) Frontier will refund your trip!

There was small print, and it read as follows:

Individuals with the last name Green or Greene will be eligible to receive refunds for one way or round trip nonstop domestic travel on August 13, 2019. Flights must be booked on flyfrontier.com. Individuals who are eligible for this promotion will be refunded for round trip flights if both segments of travel are purchased on one PNR, the first segment departs between 12:00AM and 11:59PM on August 13, 2019, and the return segment arrives by 11:59PM on August 20, 2019. Eligible participants will receive a full refund, up to $400. Refunds will be rewarded to to the original booking contact person by September 15, 2019. (In the airline and travel industries, a passenger name record (PNR) is a record in the database of a computer reservation system that consists of the personal information for a passenger and his/her itinerary.)

Eligible participants in this promotion must have documentation that Green or Greene is legally their last name. Promotion is applicable only to individuals with the last name Green or Greene. Their immediate families (spouses, parents, children, siblings, and their respective spouses) are not eligible for this promotion if their last name is not Green or Greene.

Barry Biffle, President and CEO of Frontier Airlines, explained, “Our fleet’s fuel efficiency is unmatched by other U.S. airlines and allows Frontier to deliver not only the lowest fares but the most sustainable approach to flying. We are proud to serve communities across the U.S. and understand the importance of being good stewards of the environment. We’re focused on lessening Frontier’s impact on the environment and continually search for innovative solutions and technology to achieve that.”

Now the catch...upon hearing about this promotion last week, I sent a Tweet to Frontier Airlines and also tagged the brand on an Instagram post asking if my great-grandfather's name of "Green" would allow me to get a free ticket. Seven days after the Tweet and Instagram post, I still have not received any response from Frontier. The promotional campaign was well-executed and certainly memorable. But, what if I had not visited Frontier's website and read the small print? As those of us who understand social media and promote its benefits when it comes to customer service and customer experiences, this silence speaks volumes. At the very least, someone who monitors Frontier's digital footprint should have responded. Would your brand have responded to me?

Image Credit: Frontier Airlines and Instagram.