What can a red nose do?

What can a red nose do?

What can a red nose do? It can build a brand. A red nose is the visual hammer for Red Nose Day, a campaign started in the U.K. and has now moved into America. The Red Nose Day fund is a program of Comic Relief, a non-profit that raises money for children living in poverty. Hundreds of charities do similar work, but most don’t become as well-known or raise as much money. The difference? A visual hammer that drives the brand into the mind. It might be a simple or silly thing like a pink ribbon, a yellow bracelet or a red nose. Three visuals that have built powerful, relatively-new non-profit giants.

Political Branding – 2016 Preview

Political Branding – 2016 Preview

Running for President of the United States means building a brand that at least 51% of the country is willing to buy on Election Day. Not an easy task in a country as large and diverse as America. Too narrow a focus and you won’t get a majority vote. The key to winning an election is to find a key issue narrow enough to stand for something but broad enough to be appeal to several constituencies.

Hashtag Branding – How to not get burned

Hashtag Branding – How to not get burned

Starbucks, like most companies these days, is obsessed with buzz. Not the kind you get from a double-espresso but the kind you find online with tweets, hashtags and likes. It used to be that the major media outlets controlled the conversation. Today, consumers via social media have the power to start, join or change the conversation. The media covers the buzz instead of creating it. As a result, companies are trying harder than ever to encourage consumers to start conversations online with hashtag campaigns.

High Hopes for Marley

The Weed Wars are coming. As the legalization of marijuana continues to move forward, we will see hundreds of homegrown brands turn into a handful of big brands and eventually a couple of dominant brands. It happened with cars; it happened with beer; it happened with computers; it happened with energy drinks. It will happen with marijuana.

Burger King loses its way

What kills most marketing programs is “change.”
When you keep changing your slogans, you confuse consumers and after a while they don’t attention to what you are trying to say.
Over the years, Burger King has had a lot of slogans. Remember “Where is Herb?” Burger King spent over $40 million trying to find him. They never did!

Super Bowl 2014

Unless you were a Seattle fan, the 2014 Super Bowl wasn’t a super game to watch. The puppy bowl was more competitive. So that left a lot of pressure on the commercials to deliver some much needed excitement and entertainment. A few spots delivered but most were not very memorable. One thing that continues to make the difference between failure and success is the use of a consistent visual hammer.