IT'S THE LOGO, STUPID

My wife is getting a fleet car through work, so we've been looking to sell one of our other vehicles. The fleet car will be nice to have, even if it's not something we would have picked out ourselves.

Thinking it through, we understood that it's not mandatory we take the fleet car, but it just wouldn't make much sense to turn down a FREE car - free insurance, free gas, free tolls, free oil changes, free car washes...well, you get the point.

So, after about 14 seconds of deep consideration, I elected to say goodbye to my ivory pearl Infiniti G35 and hello to [crowd applauds excitedly] our brand new Ford Fusion!

[Crowd quickly quiets, soft whispers and groans continue]

Sexy, I know.

While I wasn't initially jazzed by the thought of parting with my sporty ride, I knew I would come to appreciate the financial benefit of freedom from car-related expenses. As you are likely aware, car costs can really add up - and getting rid of that steep monthly payment will be like finding cash in a paper bag on our doorstep every month (minus the sideways glances up and down the block as you spirit quickly back inside with the dough).

Still, there's been something about the Ford Fusion that hasn't exactly stirred up a whole lot of excitement in me. It's a brand new car, I keep telling myself. It's going to have a sunroof and play MP3 files and smell like heaven's foyer.

Why aren't I more excited about this?

I started noticing Ford Fusions on the road this week and thinking, "That's not so bad, is it?" And it really wasn't. In fact, sometimes I'd see a pretty sharp looking car and think, "I really like that car!" before realizing it was a Ford.

Funny how much something as small as a logo can influence our feeling about something.

And that's when it dawned on me. It's the brand, silly! The "Ford" name does not live in that part of my brain where I store all of the cool stuff, like "iPhone," "Banana Republic," and, "Infiniti."

Why is that? How did Ford end up in the anti-cool bin? Out of curiosity, and while I was waiting for the longest red light in the world to turn green, I began a thought exercise in which I mentally replaced the Ford logo - that hideous, outdated script font inside a blue oval - with an Infiniti logo.

BAM! Just like that, the "Infiniti" Fusion was one sweet-ass set of wheels.

I immediately wondered if the folks at Ford had figured this out yet - that they could probably increase sales among key American demographics (i.e. people who buy cars) simply by replacing their logo with a new symbol of some kind. Sure, there's brand equity in that logo...but with what demographic? And aren't those people too old to drive anyhow?

This is the power of branding, as they say. So much of the focus in marketing over the past 15 years has been on building strong brands so that people recognize you and know what you're all about. But what happens when people recognize you and associate you with "inferior, uncool product"?

I personally don't dislike the Ford brand - I just don't FEEL like driving any of their cars when I see that logo.

When I see a BMW, Audi, or Acura logo, on the other hand, my eyes turn green and I start salivating. Slap one of those logos on a rusty tractor and I'm sold...because the feeling I get when I see those brands makes me want to drive whatever it is they're putting on the road.

I recently read that one of the keys to companies turning around the American automaker market will be building better products that people want. But I'm in marketing, and the fact is there are a lot of people out there who don't know what they want until someone tells them. Product is only one of the 4 P's.

In my opinion, the recovery is going to require a major reprogramming of a few brand platforms until labels like Chevy and Ford no longer trigger a sensation of nausea. They need to become symbols of innovation, evolution, and rebirth.

From the ashes, a phoenix rises. A Phord Phoenix.

If I'm in charge of Ford, I start with the logo. Right now. That logo is toast. It's time for a 21st century look for a 21st century carmaker. I've been told that the 2010 Fusion is actually a decent machine, but too many people (like me) won't be able to see past that logo.

And come to think of it, the Ford name should probably go, too.

How about Fjord, instead? That has a nice European sound to it, no? The 2010 Fjord Fjusion is one sleek and sexy ride.

I'M SOLD!

I would like to close this post with a wee bit of Brady wisdom for the brand executives at Ford.

As Peter and the other Brady kids once belted out, "When it's time to change you've got to rearrange...move your heart to what you're gonna be."

So what are you gonna be?

THE TWITTER STAMPEDE

Interactive advertising "Admaven" Nicholas Kinports says "Everybody Hates Social Media." It's a good post that discusses some observations in the marketplace regarding trends in the promotion of social media marketing.

I replied to his post with my observations, and build upon them here for further discussion.

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RE: Everybody Hates Social Media

I sense that a lot of companies and clients are just now becoming curious about social media marketing because the traditional media din has been deafening. CNN reports, newsprint articles, and online columns have been hammering the business community with forecasts for a “new age” in marketing where consumers are calling the shots – and social media is the best/only way to reach them.

This has a lot of marketing folks scrambling to take action fast, so as not to get left behind. But in the rush to Twitter and Facebook, I think they’re missing out on something fundamental to marketing of any kind: strategic planning. First, many are simply new to the idea and don’t yet fully understand the potential value in social media marketing. I would recommend these people become familiar with its nuances on a personal level so they can identify potential business applications for the medium. Having someone explain to you how it works can only produce a dim glimmer in the lightbulb above your head.

Second, once there is a better understanding of how people interact in these popular communities, I think there must be time set aside for the development of a coherent plan and strategy for integrating social media efforts with existing and planned initiatives across channels. In other words, you can't just start Twittering and expect a return on the investment. You have to strategically build it into the mix.

I don’t personally hate social media, but I do believe ubiquitous media coverage is inciting an online stampede of well-intended marketers destined to get it all wrong. Like anything, taking the time to get it right, which can also mean spending the money, can pay huge dividends down the road.

EVERYTHING I KNOW ABOUT SURVIVING THE RECESSION I LEARNED WATCHING SURVIVOR

Even while there are signs the economy is improving, the job market is anticipated to be among the last to rebound. That means continued job hemorrhaging is likely in the months ahead. As companies of all sizes look for ways to cut costs but cutting people, I look to Survivor (as I so often do) for some tips to avoid the chopping block.

Here are the Top 10 Survivor tips for surviving the recession:

10.) MAKE FRIENDS – Nobody likes the grumpy guy who complains about everything and never goes out drinking with the crew. If you’re bad for morale, you’re an easy cut. Play nice with others and you’ll make it to the final nine.

9.) CATCH FISH OR MAKE FIRE – Be valuable. Even the most adored contestants wear their welcomes thin by lazing about. In business as in Survivor, your special skills will get you every bit as far, if not farther, than your personality.

8.) WIN CHALLENGES – If you want layoff immunity, you’re going to have to fight for it and there are plenty of everyday workplace challenges that will give you an opportunity to shine. Be the first one in every morning. Fill up the paper tray. Run that presentation to Kinko’s at the 11th hour. If someone’s going home, it won’t be you.

7.) FLY UNDER THE RADAR – Use discretion. Don’t leave your resume laying on the photocopier. Stop humming obscure showtunes in your cube. Log out of your Facebook account when you break for lunch so people don’t see that you’re “hardly working again – I love my job.” Shower. The obnoxious players who stick out as oddballs or anti-establishment are always among the first to get the boot.

6.) FORM AN ALLIANCE – Stay close to the office untouchables to become untouchable yourself. Buddy up at lunch. Carpool. Walk to the train. Get to know and trust key people and you’ll have extra ears and eyes to alert you when the whispering begins. You’ll also have advocates and allies to defend your reputation at senior leadership's tribal council.

5.) KNOW THE PLAN – How many times have we seen the Survivor folks smugly strutting about camp just hours before getting the axe? They feel safe and invincible in their naïveté, but the fact is if you don’t know what the plan is, you’re probably not part of it. Get involved, stay active, and don’t take your position for granted.

4.) LEAD AND FOLLOW – Strike a balance between teamwork and leadership. It’s good to follow direction, but order-takers are easily replaced. You need to show initiative, too. Step up your efforts and prove your ideas have merit. Just don’t come on too strong because nobody likes a bossy barker. Congratulations – you just made top 3.

3.) SHARE YOUR REWARDS – Generosity can take you a long way – in Survivor and in life. You definitely want people saying nice things about you behind your back. When you receive credit or praise for a job well done, make sure to acknowledge the support of your co-workers, and the expert guidance of your superiors.

2.) HUMILITY OVER HUBRIS – If you’re among the fortunate few to make it to the end, there’s one final hurdle to clear: your peers. Remember all those coworkers you lied to, misled, and stabbed in the back to keep your job? Don’t brag about how smart you are for outlasting them all. Acknowledge their misfortune, be sympathetic to their plight, and win them over with your character. You’ll gain votes of confidence from these people for life.

1.) THE GAME EVENTUALLY ENDS – This is important to keep in mind wherever you go and whatever you do. Some people feel like it’s the end of the world when they hear those dreaded words: “Corporate has spoken…it’s time to go home. Grab your stuff.” But NOTHING is permanent in today’s business world. The marketplace is in constant flux, so if you’re not the sole survivor this time, take your experience down the street and apply to be on the Apprentice.

THE CONCEPT GARDEN

So often in advertising we talk about "the big idea." It's the traditional brainstorm session kickoff question: What's the big idea? What is the concept that's going to sell this product or service? What is the angle here? How are we going to get noticed? What's going to make people say, "Aha! I totally get it...that's cool"?

In my experience, the big idea always starts out as a page or two of small ideas. Silly ideas. Stupid ideas. Ridiculous ideas that "they'll never go for." One of those ideas, of course, becomes the big idea.

I've always been the idea guy. Working at small creative agencies my whole career, I've been responsible for coming up with thousands of ideas. Television and radio concepts. Dimensional direct mail campaigns. One-off print ads. Outdoor campaigns. Promotional themes. Interactive presentations. Communications and contact strategies.

Most of my ideas were never executed. That's just the way it works. And the ones that ARE executed are seldom the best ones - at least in my humble opinion. But that doesn't matter so long as clients are pleased with the creative product, and that they work - driving awareness, interest, desire, and action. It is all about client satisfaction, after all. In that sense, the "best" idea is the one the client buys.

When a good idea doesn't work, it's seldom the fault of the creative. It's usually under-funded, watered down, or paired with a poor list. A lot of clients don't understand that about creative marketing. Just because you have a great idea doesn't mean it's going to work. It needs to be supported financially. That means spending the money to have it professionally produced and properly promoted. The integrity of the concept needs to be protected. That means resisting the urge to make sweeping, often unnecessary changes that compromise the appeal and effectiveness of the idea. And a good idea needs to be paired with sound marketing data. That means having a clean customer list, a solid media strategy, and/or the benefit of current market research to give your good idea a great chance to connect with your top prospects.

Coming up with a big idea can take 5 minutes, 5 hours, 5 days, or 5 weeks. It's hard to provide a reliable estimate since it's impossible to know how long it will take. When I'm about to start a project, people ask me, "So, when do you think we'll have something to look at?" The answer, of course, is sometime between now and never. I usually error on the side of now. It's better for business. But clients always want a firm date, so I give them one as a stake in the ground. Still, it's important to recognize that building ideas is not like building a deck. You're not assembling material pieces in the physical world. You're trying to herd thoughts as they run wild in your imagination. It's not like picking up lumber at Home Depot.

If the stars align properly, I may just stumble upon something brilliant before lunch. If my creativity is blocked, on the other hand, it could be a few days before I have anything to share. That's the nature of the work. I always have something, though. Even if I know it's not the world's greatest concept, I know it will be effective. And that's the line we have to walk sometimes: profitability in the creative department is often the difference between good and good enough.

Which is tough for me because I'm a perfectionist. At least when it comes to creative ideas. I am never satisfied with my concepts and usually spend way more time than the budget allows for in concept creation development. Creative thinking is the fun part, and I like presenting options. My approach is to come up with as many ideas as I can instead of focusing in on one or two. I've found that it's not safe to get attached a couple of ideas - you need to start with a handful of solid possibilities and let the cream rise to the top. Plus, you need to pump out a few mediocre concepts before you can get to the really good stuff.

The final phase is collaboration. This is where you gather people in a room (or on the phone) to brainstorm. We talk ideas. We discuss options. We consider alternatives. We play things out in our minds. We vote. We marry concepts. We eliminate the impossible and the ridiculous. We vote again. The collaboration process eventually gives birth to what will become the big idea. It is still an infant at this stage. It needs nourishment and a lot of attention. But before you know it, there it is: the big idea.

If you ever need a big idea, I recommend starting with a page or two of small ideas. Silly. Stupid. Ridiculous. This is where big ideas begin, planted small in the fertile fields of an endless concept garden.

DUMBEST GAME EVER ALSO A LOT OF FUN

The following is a review of the dice game "LCR" I posted on Amazon earlier this week. In case you haven't picked up your set yet, I thought I would advise...

Dumbest Game Ever Also a Lot of Fun, April 6, 2009

Durability: 5.0 out of 5 stars
Fun: 4.0 out of 5 stars
Educational: 1.0 out of 5 stars


This game requires so little brainpower it may be possible to play in your sleep...or possibly while driving (but you didn't read that here).

If you're looking for something challenging, strategic, or mind-bending, this is NOT it. LCR ranks right up there with "War" for the most mindless recreational games of all time.

That said, the game can also be a lot of fun *IF* you play it with something besides the thin plastic wafer chips that come with the game. I would NEVER advocate gambling with your children, but we do find that if you substitute pocket change for the chips (quarters work best, not surprisingly), the level of interest and excitement skyrockets. Incidentally, if you are playing with adults, a currency less round has the similar effect.

As it happens, games of skill and strategy are fun to play in and of themselves, and on the merit of besting someone at something - outwitting, or outperforming a competitor. Games of chance, however, are only fun if there's a "chance" you will lose your shirt...or potentially win someone else's, which, as those of us who have ever been to Las Vegas know all too well, is less often the case.

A normal LCR game functions like this: You roll the special dice, reallocate your "chips" based on the roll, and pass the dice to the next person who does the same. There are no strategic decisions to make. There are no game-altering "reverses" or "switch chips with the person on your left" commands or cards to add interest. Only three dice and a series of reallocation rolls. I imagine government money is distributed in the same fashion.

So how do you win? One of the sides of the dice has a big "C" on it. This stands for for Center. The L and the R, as you may have guessed, stand for Left and Right. Eventually, after the dice have taken a number of tours around the table, all of the "chips" will end up in a big pile in the center. The last person left with a chip/coin/finski wins the middle pile. There are a number of variations on this simple theme, but I'm sure you get the gist of it. Roll and do what the dice tell you to.

There are no decisions to make, only rules to follow, so the game is essentially a dumbed-down crap shoot. It's not educational in the least, if that is important to you, but perhaps for the simple lesson that, if you are playing with "chip" substitutes, you may learn that games of chance don't usually end well. In fact, most of the people at the table end up losing. I suppose there is something to be learned from that if your children are using their own money. But we usually end up bankrolling our kids, which ends up bankrupting us after a couple of rounds.

If the game doesn't sound all that exciting from this review, I apologize for the lackluster tone. I personally prefer games of strategy and skill to games of chance. Still, LCR is a wonderful way to get the family all gathered around a table for a couple of hours of laughter and togetherness. Some people really get anxious toward the end, screaming on every toss as the final chips are making their way to the center pile. The people you play with will determine whether this is a fun game, and the people we play with make it so every time. Plus, I'm usually pretty self-medicated on cheap red by the time we break out the LCR, so it ends up being about the perfect speed.

For the relatively low price of the dice, you get hours of mindless family fun in a portable plastic tube. Definitely worth the investment in my book, and worth a closer look. If you're interested, you can buy them online - just run a search on Amazon or Google for "LCR." They're also available in a number of specialty games stores.

DON'T BE HATIN'

I used to love reading The Drudge Report. There was just something about it.

It looked and felt markedly different than the traditional news media outlets, and I liked that. It had this underground, organic appeal that made me feel like I was special somehow...privy to insider information. Silly, I know, considering the website is one of the most widely visited pages on the Internet.

For me, for years, The Drudge Report was the quickest way to download the daily zeitgeist, and I was addicted to its easy-access format. I just loved the way the news was laid out…a single page, loaded with links, each custom-crafted headline contributing to a real-time commentary on the world. And that trademark black, bold headline in the center of the stark white page with a single photo calling attention to biggest breaking news story.

Yes, I used to love Drudge. *sigh*

These days, the site’s primary focus, as far as I can tell at a glance, which is all I can manage to give Drudge these days, is the pernicious denigration and humiliation of the Obama Administration.

And Obama hasn’t done anything yet!

He hasn’t had the time in office to eloquently mispronounce common words. He hasn’t had the occasion to treat our nation’s most sacred documents with contempt and disregard. He hasn’t invested the energy in defouling our reputation abroad. He hasn’t committed American blood and billions to the preemptive invasion of non-threatening sovereign nations. He simply hasn’t earned the disrespect Drudge shamelessly dishes day after nauseating day.

For heaven's sake, the man hasn't even choked on a pretzel.

All he DID do was win an election. And not by a small amount.

Ever since, and in fact for months leading up to his election and subsequent inauguration, Drudge's carefully written headlines have mocked the popular politician's every step in Washington, in a way we would have expected them to mock our previous President – a man who truly earned, and history may decide DESERVED, the sharp criticism he received.

Yes, the agenda is clear. To promote disdain for the progressive. To promote distrust of populism. To execute a smear campaign one headline at a time – each spitefully crafted phrase promoting a subtext of disharmony and a spirit of divisiveness.

All of the bitching and moaning is unbecoming of Drudge. And, frankly, from someone who had considered himself a fan and loyal follower, I find it a little embarrassing. I used to browse the Report with enthusiasm. These days I am almost too ashamed to keep it in my bookmarks toolbar. It no longer represents me, or the world I want to live in.

What has Obama done but inspired millions of uninspired Americans? What has he done but made history by overcoming great odds and cultural adversity? What has he done but pledged to defend the widely cherished democratic beliefs that have been silenced for too long? What has he done but risen to the occasion – to act with swiftness in addressing our nation’s most destabilizing economic crisis since the great depression?

Don't take my word for it. I encourage you to judge for yourself. Visit Drudge now. See what Drudge is calling “news” these days. See what millions are digesting as the same. Headlines about Obama bumping his head on Air Force One, promoting socialism, controlling the media, and being an elitist.

What does it benefit America to hope for our President’s failings at a time we as a people are failing? Failing to make the grade. Failing to become energy independent. Failing to hold corporate entities accountable for the havoc they have wreaked on the working class. Failing to afford basic health care to all Americans. Failing to recognize that in helping those who need help, we are also helping ourselves. After eight years of failed leadership, why wish and hope for more?

Instead of becoming a mouthpiece of hatred and malcontent, Drudge, I would have you deeply consider the words of a man whose positive ideals and values changed the course of human history: Mahatma Gandhi.

“Be the change you wish to see in the world.”

Be a force for good. Promote the positive. Sell success. Tell the story of our common struggles - those we all must overcome.

Or, at the very least, in the urban parlance of our trying times, give us all a break and for Criminy's sake, man, “Don’t be hatin’.”

THIS DEAD HORSE IS HARD TO BEAT

I often wonder who sits around and comes up with these modern day e-mail parables. I get a handful of them every week and some are pretty damn amusing, like the one I'll share today. Thanks to Robert Earl for sending my way.

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The Dead Horse


Young Chuck in Montana bought a horse from a farmer for $100. The farmer agreed to deliver the horse the next day.

The next day he drove up and said, "Sorry son, but I have some bad news... the horse died."

Chuck replied, "Well, then just give me my money back."

The farmer said, "Can't do that. I went and spent it already."

Chuck said, "Ok, then, just bring me the dead horse."

The farmer asked, "What ya gonna do with him?"

Chuck said, "I'm going to raffle him off."

The farmer said, "You can't raffle off a dead horse!"

Chuck said, "Sure I can, watch me. I just won't tell anybody he's dead."

A month later, the farmer met up with Chuck and asked,"What happened with that dead horse?"

Chuck said, "I raffled him off. I sold 500 tickets at two dollars a piece and made a profit of $998."

The farmer said, "Didn't anyone complain?"

Chuck said, "Just the guy who won. So I gave him his two dollars back."

Chuck grew up and now works for the government. He was the one who figured out how to "bail us out."