Marketing News of the Week: Mrs. Maisel, an Emoji, and More

 

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

THE MARVELOUS MRS. MAISEL
The fifth and final season of this exceptional show returned on April 14 on AmazonPrime. As part of publicity for the show’s return, the cast rang the opening bell for the New York Stock Exchange, and New York City Mayor Eric Adams proclaimed the day as “The Marvelous Mrs. Maisel Day” to celebrate the show’s creative and economic contributions to New York City.

According to NYC Mayor’s Office of Media and Entertainment, “Emmy-winner The Marvelous Mrs. Maisel created thousands of jobs for NYers, supported small businesses, boosted the local economy, and showcased the beauty of NYC over five seasons. The hires included:
*344 dancers
*580 musicians
*981 dayplayers
*35,619 background actors
*366 NYC locations shot.”

How many other shows have received such publicity?

CORONATION NEWS: CROWN EMOJI & PRINCE HARRY
With the coronation of King Charles III less than three weeks away, tradition met the modern age of communication. Buckingham Palace released the official “Coronation Emoji” for use with the hashtags #Coronation, #CoronationWeekend, #CoronationConcert, #TheBigHelpOut, and #CoronationBigLunch. According to the Coronation News and Updates account on Twitter, the emoji was based on “St. Edward’s Crown, recreated in 1661 for King Charles II and based on the ancient crown used for centuries before.”

Also, in Coronation news, after months of speculation, Buckingham Palace announced that Prince Harry would attend the Coronation, while Meghan, Duchess of Sussex, would remain in California with their two children, Prince Archie and Princess Lilibet.

Eric Schiffer, Chairman of Reputation Management Consultants, said, “The impact to Meghan on a global scale in not attending is negligible and won’t damage her [personal] brand outside of the UK. Within the UK, there is a contingent that is anti-Meghan, and this becomes a further log thrown to the fire to power additional comments that are going to be unfavorable.”

PHANTOM OF THE OPERA
The “Phantom of the Opera” musical took its final bow on Broadway today on April 16, after 35 years and nearly 14,000 performances – making it the longest-running show in Broadway history. This was more than Cats, A Chorus Line, Chicago, The Lion King, Wicked, Hamilton, and Les Misérables.

The show lays claim to the title of biggest job producer in U.S. theatrical history, according to CNBC: “During its run, Phantom created an estimated 6,500 jobs, including those of 400 actors, in New York City, and some have been with the musical since it opened in 1988.”

Tickets for the final weekend performances in New York City were as high as $4,000 each. But don’t worry…if you absolutely, positively, must see Phantom, you can still buy a ticket for the show in London.

LG BRAND REFRESH
The new LG logo comes to life in an animation that turns it into a winking emoji-like face to appeal to a younger audience. The new LG logo is expressive and animated and nods, smiles, and winks. The tagline of “Life’s Good” will remain and will be used more widely in branding and product packaging in a new typeface.

According to William Cho, CEO, “Having a strong, consistent brand strategy enables us to better communicate our value proposition and unique identity, which harmonically blends innovation and warmth.”

NETFLIX
This week, the streaming service that offers a variety of award-winning TV shows, movies, documentaries, and more on thousands of Internet-connected devices, celebrated its 25th anniversary.

TWITTER’S 10,000 LIMIT
Remember the 280-character limit on Twitter? This small limit forced users to consider their thoughts before writing concise tweets. However, since Musk took over the platform late last year, much has changed. Most recently, as part of the Twitter Blue option with a cost of $7.99 a month, users can write tweets with as many as 10,000 characters, which could be between 1,500 to 2,500 words.

According to tech expert Lance Ulanoff, “Twitter’s primary purpose is to be a fast, steady steam of news. It’s not the place for massive articles.”

This definitely changes the scope of the platform’s content – who wants to read that much content on Twitter? I definitely don’t!

NPR VS. TWITTER
First, the platform labeled NPR’s account as “state-affiliated media,” and then changed it to “Government-funded Media,” the same term it applies to propaganda outlets in Russia, China, and other autocratic countries. The news organization says that the label is inaccurate and misleading, since NPR is a private, nonprofit company with editorial independence. Further, it receives less than one percent of its $300 million annual budget from the federally-funded Corporation for Public Broadcasting.

NPR’s CEO John Lansing said in an interview that NPR will no longer post fresh content to its 52 official Twitter feeds, becoming the first major news organization to go silent on Twitter. In an email to staff, Lansing explained his decision, “It would be a disservice to the serious work you all do here to continue to share it on a platform that is associating the federal charter for public media with an abandoning of editorial independence or standards.” In an email to readers and fans, Lansing wrote, “Now, more than ever, public access to factual, non-biased journalism is crucial.”

After NPR’s exit on Twitter, Boston-based WBUR announced that it would also stop posting on Twitter “in solidarity with NPR,” according to a statement from its CEO, Margaret Low.

DEATH OF MARY QUANT – CREATOR OF THE MINI SKIRT
Mary Quant died on April 13. She was a British fashion designer who pioneered the swinging style of the 1960’s and was often credited with creating the now-iconic mini skirt. Some compared her impact on the fashion world with the Beatles’ impact on pop music.

According to Huffington Post, “The look she created was sexy and fun, a sharp break with the predictable floral dresses commonly worn in the conservative, austere years after World War II. Quant introduced miniskirts with hemlines up to 8 inches above the knee to the London scene in 1966, and they were an instant hit with young people, in part, because they shocked and offended their elders…She named the skirt after her favorite make of car, the Mini, recalled how it offered a feeling of freedom and liberation…She soon diversified her interests, developing a popular makeup line and also moving into kitchenware and household accessories.”

A few items missed the last marketing update but are worth mentioning:

BARCODE TURNED 50
According to CNN, “The barcode, the rectangle of thick and thin parallel lines seen on nearly every grocery product, package, piece of luggage, and prescription bottle is turning 50 years old. Since its inception, the Universal Product Code (UPC) has become the most prevalent tracking tool for products around the world. Billions of items are scanned everyday around the world, and the laser-powered technology behind UPCs has changed the retail industry in particular.”

The birthdate of the barcode is celebrated April 3 (1973) because that’s the day the IBM version created by senior engineer George Laurer was approved as the industry standard. Laurer received no royalties. The first item scanned with a barcode was a package of Wrigley’s Juicy Fruit chewing gum for $1.39. Years later, the Smithsonian added a replica of the gum to its exhibition on the history of the barcode.

FINLAND JOINED NATO
Finland became the 31st member of the NATO alliance on April 4. Previously, Finland had no plans to join NATO due to its close ties to Russia, but due to the Russian invasion of Ukraine, Finland changed its mind.

COCA-COLA ANNOUNCED NEW BRAND IDENTITY FOR FANTA
Fanta’s new visual identity aims “to inspire people to find the fun in life and make the plain playful, with a look that remains unmistakably Fanta.” In addition, the orange color is gone.

According to Sue Murphy, senior director of design at The Coca-Cola Company, “Fanta’s identity, and particularly the logo, has evolved significantly from the 1940’s to today. With this refresh, we aimed to crystalize each element of the brand to be bold and iconic so that we could ensure it would stand the test of time and be recognized around the world.”

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: AmazonPrime and Buckingham Palace.

Marketing News of the Week: Nokia, Barbie and More

This week, there were many news stories that impacted marketing messages and messaging.

NOKIA
The brand known as just a phone company launched its new brand identity.

According to Nokia President and CEO Pekka Lundmark, “Our new visual identity captures Nokia as we are today, with renewed energy and commitment as pioneers of digital transformation. We built on the heritage of our previous logo, but made it feel more contemporary and digital, to reflect our current identity. But this isn’t just about what we look like. It’s about our strength in networking, innovation, collaborative partnerships, and technology leadership. It’s about our value propositions in current and prospective markets. And most of all, it’s about our people. In my view, Nokia has the best, most talented and inspiring people in the business. Every day, I feel privileged to work alongside them. So Nokia’s leadership team and I wanted to create a new brand that worked for them, representing who they are, what they do, and why they do it.”

When have you heard from a member of an organization’s C-Suite that a brand refresh was FOR THE EMPLOYEES?

WORLD OF BARBIE
Ahead of the big screen debut of Barbie in movie theatres in July, a one-of-a-kind immersive experience produced by global toy-maker Mattel and global live entertainment event company Kilburn Live is set to arrive in Santa Monica, California. Visitors can explore Barbie’s dreamhouse, camper van, and more. With the film four months away, this immersive experience is a perfect way to promote the film and the iconic brand.

ENTENMANN’S PACKAGING
According to CNN, “Baked goods company Entenmann’s is bringing back its cellophane window packaging after a two-year absence caused by flood damage at the factory that produces the iconic white and blue cartons. The cellophane window has been a recognizable feature for more than 70 years, allowing shoppers to view the tasty treats they’re buying.”

ADDITIONS TO DICTIONARY.COM
The online reference site announced that it added 313 new entries, 130 new definitions for existing entries, and 1,140 revised definitions. According to John Kelly, senior director of digital content, “It’s not surprising that this new digital context of our lives is necessitating a new kind of language.”

Here are five additions:

988: In the United States, the telephone number for a mental health crisis hotline staffed by licensed counselors and other staff trained in suicide prevention.

Cakeism: The false belief that one can enjoy the benefits of two choices that are in fact mutually exclusive, or have it both ways.

Petfluencer: A person who gains a large following on social media by posting entertaining images or videos of their cat, dog, or other pet.

Pinkwashing: An instance or practice of acknowledging and promoting the civil liberties of the LGBTQ+ community, but specifically, as a ploy to divert attention from allegiances and activities that are in fact hostile to such liberties.

Subvarient: A genetically distinct form of a virus, bacteria, or other microorganism, which arises when a variant of the original strain mutates.

GIRL SCOUT COOKIES AND EBAY
For over 100 years, Girl Scouts have sold cookies as a way to help its members build their business skills and raise money for their groups. However, the Raspberry Rally Girl Scouts cookie, a raspberry-flavored version of the Thin Mint variety, was a limited-edition cookie. And it sold out in hours. So, what happened? The cookies could be found for sale on eBay – some for $30 instead of the $5 or $6 regular price.

According to Girl Scouts, “When cookies are purchased through a third-party seller, Girl Scout troops are deprived of proceeds that fund critical programming throughout the year. Plus, unauthorized sales can erode Girl Scouts’ good cookie name.”

According to eBay, who had no intent to pull the product, “We strongly support the entrepreneurial spirit of hardworking local Girl Scout troops and encourage cookie-seekers to also support their local Girl Scouts. However, the sale of Girl Scout cookies does not violate eBay policies.”

Talk about the power of eBay! Did you ever think Girl Scout cookies would be on eBay? It was only a matter of time.

Lastly, there is growing buzz surrounding the C-Suite title of Chief Data Officer or CDO. The most forward-looking organizations are appointing a CDO, since they understand the importance of data and how effective manipulation and analysis of data can lead to repeat sales and acquisition of new customers.

What other marketing news stood out to you this week?

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


Image Credits: Nokia and the World of Barbie.

A Tale of Re-Branding Minus the Customer Experience Piece

Left: Old logo.                                         Right: New logo.

By now, you’ve probably heard the news that ice cream brand Baskin-Robbins changed its logo and overall branding. And while you may be a fan of Baskin-Robbins ice cream, are you a fan of the new logo? The question for the brand to answer is this: Does the new look successfully reflect a new direction for the brand? Only time will tell, but let’s not forget that customer experience remains a critical part of a brand’s identity.

According to Jim Joseph (@JimJosephExp on Twitter), “Baskin-Robbins is a heritage brand at this point, so it’s important to keep it fresh especially in a category like ice cream which is not only so competitive, indulgent, and let’s say fun. [But] is the new logo fun enough?”

According to Virginia Bingol, “A heritage brand is a brand with a history going back decades, or even centuries, that manufactures trusted products and uses its respectable image to create an experience associated with its brand. These companies have been around for what feels like forever, and they produce items that are made to last, and also create an image that’s based on both traditional values and creative, innovative designs.”

The new logo will be seen on signage, employee uniforms, and packaging. Original advertising back in 1953 centered around circus iconography, which featured pink and brown colors that are being revived. This is the first major logo update since 2006, and the company will unveil new ice cream flavors as part of the brand refresh. According to the company, the logo went from a childish font using blue and pink colors to a more “grown-up logo featuring brown and pink.”

Jason Maceda, President of Baskin-Robbins, explained, “Our goal is to capture the next generation of ice-cream lovers through our new look and manifesto.” The new branding includes a tagline of “Seize the Yay,” and also includes a limited-edition collection of bikes and skateboards.

Baskin-Robbins has been around for 77 years. Therefore, how often have you visited a Baskin-Robbins store for chocolate chip, mint chocolate chip, or your fave flavor? Do you have fond memories from your childhood that you have passed on to your kids and grandkids? What does this brand mean to you? What words or feelings do you associate with this brand? Does the logo fit into your brand associations?

Consider this: there are over 7,700 Baskin-Robbins stores around the world. Since I live in Southern California, there are countless Baskin-Robbins locations nearby. The strange thing, though, is that they provide radically different customer experiences. One store has such a foul smell upon entering that I refuse to visit. Another has such a small space for a line of customers that, especially during the covid pandemic, a 6-foot safety distance was never a possibility, so I never returned. Another has such a friendly man who ALWAYS greets guests with a big smile and hello that I leave feeling happy.

If I were not a marketing pro, I would have no interest in the news about a brand refresh but would only care about the customer experience. These questions should have been addressed by the brand’s leadership team: How do I feel at the stores? How am I greeted? Is my business valued? Do I like the product? And lastly, do I feel happy?

But I AM a marketing pro, so I think a great idea that the Baskin-Robbins leadership team should have considered was this: Launch an electric vehicle (EV) with the colors of the limited-edition ice cream flavors on a rotating basis around the globe – and raffle them off to customers. Electric vehicles are increasing in popularity. Without a doubt, they would appeal to the “family” and next generation of ice cream fans demographic that Baskin-Robbins aspires to appeal to.

While the leadership team at Baskin-Robbins spent four years planning this brand refresh, it appears that no one spent any time analyzing the customer experience part of the refresh. That was a big mistake, don’t you agree?


Image Credit: Baskin-Robbins.