When Ads Take Center Stage: A Post-Game Review of the Brand Bowl

There is no dispute that the annual Super Bowl game is one of the most-watched television events around the world. But for those of us who live and breathe all things marketing, the final football showdown each season provides a different focus, and that focus costs a pretty penny. The incredibly high priced ads that grace the TV screen during the game have become known as the Brand Bowl, and I'm thrilled to reprise a review of these ads with Julia Carcamo.

As a brand marketing professional, I recall the majority of the ads. What about you? Read about my faves and flops, and then Julia chimes in. A few quick notes before we begin: Julia's bio precedes her comments below for those who don't recall last year's post, and I encourage you to visit her blog and connect on Twitter; if you missed any of the ads, a link listing all ads is provided at the very end of our joint post; and lastly, tune in later this week for my analysis of memorable tweets and how Twitter may be the place to focus ad dollars for next year's Super Bowl.

Since enough has been said and written about the power outage, here we go...

My favorite ad was "Brotherhood" from Budweiser. The Clydesdales always tug at the heartstrings, and this ad harkened back to the post-9/11 ad as well as the one where the Dalmatian taught a colt to become a member of the Clydesdales traveling team. This ad did not disappoint.

I was also impressed by Jeep's "Whole Again" ad with a voiceover by Oprah (although notably absent from Chrysler advertising was Clint Eastwood - was this due to the chair performance at the Republican Convention?). The ad thanked America's armed forces.

Best Buy's "Asking Amy" ad with Amy Poehler was entertaining because she asked questions that many customers probably want to ask but are too embarrassed to ask.

GoDaddy's "YourBigIdea.co" ad worked well because it showcased exactly what the product was. GoDaddy should have stopped with that ad because its other ad "The Kiss" was too far removed from the product's message.

Oreo's "Creme vs. Cookie" ad was cute, and since there was an amazing Twitter follow-up during the power outage, Oreo scored a touchdown. But more about that later this week.

But this year, there seemed to be more flops than faves...

Since I recently gave up my BlackBerry for an iPhone, I was eager to see the BlackBerry ad. But, it disappointed since the focus was what it could NOT do vs. what set it apart from the competition. iPhones and Androids, it doesn't look like you have much to worry about.

VW made a lot of pre-game noise with its "Get In. Get Happy" ad, and I won't get involved in the discussion about whether or not it was inappropriate. I will simply ask, what happened with the creativity seen in ads during the last two years?

My favorite ads in the past have come from Coca-Cola, but not this year. In addition to using an old ad, "Security Camera," I have to ask, where were the polar bears? Someone somewhere suggested using the mirage theme and three competing groups. But, Coke's servers got overloaded and crashed during the Super Bowl, so the Twitterverse couldn't even vote online for a favorite group.

I also wondered during the game, where were Ford, Chevrolet, and even Facebook and Google?

Now, please welcome Julia Carcamo back to my blog. After last year's Super Bowl, we shared a joint post on my blog and also on hers. While we watched the ads from miles apart, we have discussed which were hits and misses. Julia is the Vice President of Brand Marketing for Isle of Capri Casinos, one of the most seasoned companies in the regional gaming entertainment industry, operating 15 casinos in the US, and she's part of the team responsible for the strategic planning behind the reintroduction of the iconic Lady Luck brand as well as the repositioning and creation of other Isle brands. Without further ado, here's Julia...

There are a number of reasons why this year's big game was important to me. First and most important, there is the economic impact of the game on my hometown of New Orleans. Second is the opportunity to once again review the collection of ads in this year's game with Debbie Laskey. My winners are a mix of ads that moved me, ads that I felt were on brand strategy, ads that made me smile, ads that reminded me how much I miss New Orleans, and the ads my fellow co-workers found to be the best. Here they go, in no particular order.

Taco Bell's interpretation of “Cocoon” made me smile, and it made an entire bar full of people stand up and cheer. For that I say, "Viva Young."

Hyundai's ad "Stuck" spoke to me every single time I've been behind someone on the road leaving behind mementos of their time in front of you. I usually try to drop back a little further. Now I see there is another turbocharged option.

Hyundai scores again in this homage to “Ferris Beuller's Day Off." Who wouldn't want to give their family an Epic Playdate?

Bravo Jared and Bravo to Subway for delivering the point that always seems to be the downfall of the diet du jour...keeping it off. No flash. No sizzle. Just the heart of the message.

Was it a good commercial, or do I just love the vibe of New Orleans? Either way, I'm in for the Mercedes CLS Soul spot...so much so that I might even forgive the billboard across from Napoleon House.

It used to be that the first break was the marquee spot. Chrysler, however, has repositioned halftime as the "it" placement. Most purists would argue that they are forgoing a spotlight on their products. Some might say they are positioning themselves as the all-American option. Ford, anyone?

In a past life, I sold radio. That station featured a segment by Paul Harvey. Chrysler's Dodge Ram salute to American Farmers was very moving to me.

My tearjerkers: I'm not a St. Louisan, but the Budweiser Clydesdale spots have always been among my favorites. There is just something about them that makes me feel un-American if I don't cry. This spot seemed to be a hit among most of the marketers I work with on a daily basis.

As the officials on the field say, "Failed to convert." That penalty goes to Go Daddy (even though they did somewhat redeem themselves with "Your Next Big Idea." Go Daddy's Perfect Match spot just made me feel a little dirty. Even if you weren’t in the same room, the sound of that kiss was enough to send shivers down my spine. To quote one of the marketing directors I work with, "I don't like the way they subjugate web developers." Also, missing the point was Toyota. I guess Kaley Cuoco is the latest hot property but I was so unmoved that I had the name of the car make and model wrong when I wrote this sentence. Sorry Toyota. I guess your wish wasn't granted. Honorable mention goes to Kia's Space Babies. Babylandia looks so much more interesting than being slung in a sheet flying through the air on the beak of a stork!

Of course, this Super Bowl will go down in the record books for creating the biggest delay during the game due to a power outage. Although media maven and social media expert alike always tout extending your ad buys into social, Oreo and Tide were fast to take advantage of the hiccup. Clever, timely, and on brand, they might be my winners for the night.

A big thanks to Julia Carcamo for sharing her comments, and we both look forward to the Snow Bowl of 2014, I mean Super Bowl - and, of course, the Brand Bowl!

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Here's the link if you'd like to watch the ads again:

http://www.nfl.com/superbowl/47/commercials

Connect with Julia on Twitter: http://twitter.com/jccarcamo

Check out Julia’s Blog: http://juliacarcamo.wordpress.com

Last year’s review of the Super Bowl Ads:

http://debbielaskey.blogspot.com/2012/02/which-of-super-bowl-ads-do-you-remember.html

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Image Credit: Thanks to Tom Fishburne for use of his cartoon with this post. Tom is the Founder and CEO of Marketoon Studios, a content marketing studio that helps businesses reach their audiences with cartoons. Check out his work at http://tomfishburne.com.

Workforce Engagement and Motivational Secrets

I'd like to introduce Mark Herbert to my blog. I met Mark through his social media contributions in 2011. Mark shares useful business insights on Twitter and his blog gained from more than 30 years of experience as a human resources executive, author, and management consultant in a variety of organizational settings ranging from entrepreneurial to Fortune 100. Currently, Mark is a Principal for New Paradigms, a management consulting firm in Arizona that helps companies embrace change to engage their employees. As 2013 begins, I thought it would be a great idea to discuss workforce engagement with Mark. His comments may assist you in accomplishing one of your New Year's resolutions: to create a more engaged workforce.

DEBBIE LASKEY: How do you define workforce engagement?
MARK HERBERT: I define workforce engagement as essentially alignment. People are able to see a direct connection between their individual goals and aspirations and those of the organization. There is an environment based on shared values, trust, and mutual respect so that a synergistic environment occurs. People commit rather than comply.

DL: What are the three key elements that a leadership team can do to create and maintain a positive corporate culture?
MH: I think once you have established clear value propositions of what you want the organization to accomplish, the three key elements I stress are congruency, trust, and respect.

Congruency comes from values alignment while trust operates at multiple levels.

Many times, we over-rely on institutional trust or trust that comes from authority or policy. Real trust is more intimate and visceral. When I believe you value me as a person and will keep my interests in mind and be fair and objective, I invest much more.

Respect means I respect your personhood. I value you as a whole person not just the skills and attributes you rent to me. As a result, I provide you with clear expectations, constructive feedback,  and equitable rewards. I am not codependent with you. I treat you like an adult and expect you to act like one.

DL: What are the best ways to motivate employees?
MH: This may sound silly, but you can’t motivate another person on a sustained basis. The key is creating an environment where people motivate themselves. They see alignment with their personal and professional goals and that of the organization. They feel trusted and respected. They feel valued. People tend to file lawsuits and other activities like that because they feel invalidated or disrespected. If you're careful about hiring and selecting people who share your values and you behave in a manner that is consistent with your stated values, you don’t usually run into huge issues.
 
People seek clarity. They want to know how they are doing and how to build a bridge to their own goals. When you violate their trust boundaries or treat them disrespectfully you get problems. The other is that there is no single best culture, but bringing someone into your culture who doesn’t share the values or tolerating behavior that is inconsistent with your values causes dissension, agitation, and distrust.

DL: If an employee wants to make suggestions but doesn’t believe anyone listens, what do you recommend he/she do (other than change jobs)?
MH: Whenever I give someone feedback, I generally ask for permission or respond to a request. I try to use neutral or objective language. I also ask them what the best way to provide them with information is. Some people are visual, others are thinkers/processors, and people have differing levels of their ability to manage change. I also recognize that trust is earned over time. Covey said, “First seek to understand, and then seek to be understood." We operate on three levels intellectual (I think), emotional (I feel), and visceral (I am).

In many cases when we present suggestions or ideas, we take into account only the intellectual. Studies show that our emotions and visceral reactions outweigh our intellectual responses 85% of the time. Some of it is timing. We present our suggestions at a time and place that an individual or organization is not “ready” to hear it, or in a medium they are not comfortable with. I spent six years in an organization trying to facilitate change. The first 4 and a half I got almost nowhere.

DL: If there is a huge conflict between departments within a business, how do you recommend resolving the conflict?
MH: Sometimes, department heads don’t know or don’t care, but I have found there is a third reason that is much more common: they don’t have the skill set or tools to resolve the issue. My approach is usually to start with creating recognition of the issue and attempting to create an upside for identifying and addressing the root causes - not the presenting issue. I look for common benefits to all parties. I also don’t make any assumptions about the motives behind the behavior unless I have quantified them. I usually ask for the input of the other party first and try to create a mutual understanding and benefit. I also try to build on what we agree on - rather than on what we disagree on. Because there is rarely a single way to address an issue, I try not to get overly invested in my solution. 

In many cases, I find conflicts arise out of fear and uncertainty or lack of information. By starting from an objective place and always striving to maintain a respectful perspective, I am usually able to get at least a willingness to have a dialogue. The most successful conflict resolutions are always win-win rather than win-lose. When I create a clear upside for all parties, there is more buy in. When I recommend change "with people" rather than "to people," employees get a chance to participate in crafting the solution. 

Everyone can agree with this scenario: Implementing a solution that has my fingerprints on it is much more rewarding than a solution that is imposed on me.
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Mark's Blog: http://newparadigmsllc.com/wordpress

Mark on Twitter: http://www.twitter.com/NewParadigmer
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Image Credit: Thanks to Ted Goff for use of his cartoon with this post. Check out Ted's work at http://www.tedgoff.com.

Marketing Highlights from 2012

With 2012 now history, it’s time for my “Top 10” marketing highlights list. What campaigns were great, and which were duds? What do you remember from the 2012 marketing reel?

With a quick thanks to David Letterman for the format, here’s my list:

Number 10:

Hashtags appeared everywhere on television. No matter what program was on the screen, there was that darn little hashtag in one corner to facilitate social media conversations. Here are just a few: #TheVoice #SharkTank #BigBangTheory #60Minutes and #TonightShow.

Number 9:

After 244 years, The Encyclopaedia Britannica ended its print edition to focus on digital products.

Number 8:

The 100-year anniversary of the Titanic disaster was observed. This disaster continues to capture people’s imagination especially since James Cameron filmed the ship at the bottom of the Atlantic Ocean and memorialized the story in his epic Oscar-winning film.

Number 7:

RIM announced that it would leave the consumer market and instead focus on the enterprise (business market). This formal decision was not a surprise to those who watch the tech world, but after creating a product category with the Blackberry, this end of an era taught all a very important lesson: you must listen to and learn from your core customers.

Number 6:

Pinterest emerged as the social media darling. The site created a buzz while still in its beta phase and with membership by invitation only. Different from other social sites, Pinterest’s focus is visual, and users share pins to themed boards.

Number 5:

Facebook’s initial public offering was the largest in terms of dollars and most talked about IPO in NASDAQ history. However, despite problems on the day of the IPO and decline of the stock’s value in the months since the IPO, Facebook continues to grow its membership. During 2012, Facebook welcomed its one billionth user. However, information security (infosec) professionals still question Facebook’s attention to user privacy versus who will have access to user data.

Number 4:

Some redesigned logos were unveiled during 2012. Twitter launched a new logo without its company name, just the blue bird. Others included JCPenney, Wendy’s, eBay, and Microsoft.

Number 3:

“Dallas” returned to television (TNT) after a 20-year absence with three original actors portraying their original characters: JR, Sue Ellen, and Bobby. Whenever a television show is recreated, fans wish for elements from the initial version. But this new version was so similar to the twists and turns of the original that it made this blogger a quick fan.

Number 2:

While the London Olympics closely followed the Royal Wedding of Prince William and the Queen’s Diamond Jubilee, there was plenty of interest. Despite complaints from locals, tourists traveled from all over the world. The world’s attention was on London for the events, and the XXX Olympiad went off without a hitch. From a marketing perspective, there was an increase in tourism throughout the UK, an increase in buying British products, an increase in fans for the James Bond brand (due to the memorable arrival of the Queen and James Bond at the Opening Ceremonies), and an increase in positive attention for the British Royal family. The strange logo created conversations but didn’t damage the integrity of the Olympics.

Number 1:

After the death of Steve Jobs in 2011 and rumors that Apple could not survive without him, the company unveiled its newest phone, the iPhone 5. Bigger, better, faster, and without a doubt, something all iOS fans can’t get their hands on quickly enough – and something that new users of Apple products dream about.

What would you add to this list? Here’s to 2013 and another year of marketing highlights. Happy New Year!

Memorable Tweets of 2012

Some have described Twitter as the water cooler of the social age. It’s the place to discuss current events in real time, build brand awareness, promote contests, etc. But no matter why your business uses Twitter or why you as an individual may use Twitter, every now and then, a tweet stands out. Here are the 20 tweets regarding marketing, social media, and leadership that caught my attention during 2012.

Brands should act like interfaces, not interrupters. Aim to be the common boundaries connecting people to info & experiences. ~@contagious

Don't do social, be SOCIAL: sincere, open, collaborative, interested, authentic, and likeable. ~@ValaAfshar

CEO Strategy: Say It! Never make the assumption that your gratitude is already known. Be humble & show appreciation openly. ~@ThinkCEO

Initiate change. Don't worry about getting credit; just make it happen. You will be rewarded. ~@MarkAMolina

Inspiration comes from our willingness to step outside (our comfort zone) and go somewhere new. ~@Sisarina

In a fast-paced world, today's popular brand could be tomorrow's trivia question. ~Wayne Calloway via @susanwaldman

Your brand has to evolve to stay relevant. Look at Apple and Starbucks – constantly changing with their customer base. ~@kimgarst

Even with a great brand promise, the customer may not have confidence until that promise is experienced, sometimes numerous times. ~@Hyken

Employees should think as owners and not renters of their jobs. ~@tibbr

A brand that captures your mind gains behavior. A brand that captures your heart gains commitment. ~Scott Talgo via @susanwaldman

Good leaders accept the consequences both good and bad for their decisions and leadership, even if it means going down with the ship. ~@productivity_co

Social media is just a buzzword until you come up with a plan. ~@Culturedapenyc

What do you want customers to say about you when asked why they buy your product or service? That’s your value proposition. ~@HollyGGreen

In the connected economy, customer service is marketing and the frontline employee is the brand. ~@ValaAfshar

Brand = Culture + Customer Experience + Communication. ~@deniseleeyohn

You wouldn't buy ads in a magazine your audience doesn't read. Don't waste time in social media channels your audience doesn't use. ~@mPortray

One of the biggest responsibilities of management is to look after the corporate DNA (aka your brand). ~Andrew Rolfe via @susanwaldman

A desk is a dangerous place from which to lead. ~@OxfordLEADER

Your company is only as good as the one person dealing with the customer. ~@grafrost

There is nothing better than a friend, unless it is a friend with chocolate. ~Linda Grayson @janetblaha

What tweets stood out to you?

Do you know how to cultivate your best brand advocates?

There is a strong link between customer experience, employee experience, and brand promise. But unfortunately, few companies understand that this link is often the difference between industry leader status and tiny company status with lofty aspirations.

Have you ever wondered who the best brand advocates are for your brand? You may think your repeat customers are the best advocates or the customers who spend the most money, or maybe new customers who do business with you as a result of their dissatisfaction with your competition. But the reality is, your best brand advocates are your employees.

Your employees spend each and every day creating a product or service that meets or exceeds the expectations of your customers. They interact with your customers, they answer questions, they resolve problems, and they repeat the process the next day and the next. But what really makes your employees your best brand advocates?

In order for a company to succeed, all employees must have a clear understanding of the brand promise. What does the brand stand for? What values are synonymous with the brand? What is the compelling benefit? Is there consistency every time you interact with the public?

Consider these brand promises. From FedEx: Your package will get there overnight – guaranteed. Or this from Apple: You can own the coolest, easiest-to-use, cutting-edge computers and electronics. Or this from the World Wildlife Fund: Building a future in which people live in harmony with nature.

Now consider these international brands: Coca-Cola, Starbucks, Nordstrom, BMW, and Zappos. While each conveys unique characteristics, there is no doubt that they are trendsetters. More importantly, their employees understand their brand promise – which is apparent in the way they do their jobs and interact with customers.

How many of us have walked into a Starbucks and been warmly greeted by a barista who appears to live simply to make our desired drink exactly as we want it? How many of us have wanted to make an online purchase on Zappos but had questions – and received assistance even if we eventually made a purchase on a different website? The answer is many of us, because it’s human nature to do business with companies that have clear brand promises presented or embodied by employees who can articulate and represent them.

There are five strategies for cultivating your best brand advocates:

[1] Focus on the customer experience – develop a plan for how to interact with customers – don’t leave customer interaction to chance.

[2] Commit to delivering the brand promise to customers – think critically about your competitive advantage and why customers should want to do business with you – and then craft your brand promise.

[3] Educate employees about the brand – take time to train employees so that they are able to explain what makes your brand unique.

[4] Develop amazing relationships with employees – reward employees when goals are achieved and surpassed and also provide picnics and other events that allow for employees to get to know each other as people and not just as employees.

[5] Provide each employee with the tools to do his or her job – make sure that your employees are empowered with the authority to make unhappy customers happy.

When employees are enthusiastic about their jobs, perform their jobs well, are rewarded for their hard work, and genuinely enjoy coming to work every day, they actively promote the company to others. In short, they become your best brand ambassadors.