The Love You Take

Welcome to Sonny's.  Let's talk about music.  As we wrap another decade, let's focus on the music of 2000-2009.  Question:  Who has the top-selling album in the first decade of the new millennium?  Britney Spears?  N'Sync?  Eminem?  Kanye?  Fifty Cent? 

Nope.  The top-selling album of the decade is The Beatles:1.  It topped all contenders by selling more than 11 million copies (source: Neilsen SoundScan).

The Beatles are amazing.  45 years after coming to the US, and more than 30 years after they stopped recording, they're still on top.  They are still relevant to millions of consumers.  Respect.

Listen to nearly any new band and you still hear the influence of The Beatles.  They didn't invent the sound, but they made it mainsteam.  They made it famous.  They made it rock.

Great brands, like great bands, don't have to be the first to do something -- they just have to do it better.  And, with more consistency.  They inspire.  They endure.

We miss you John and George.  The mark of The Beatles is forever indelible on the landscape of music.

- Butch

Cultural Morality & Tiger

The book, The Man in The Mirror, speaks to the subject of "Cultural Christianity."  Simply, it's the concept that our culture shapes our beliefs, and Cultural Christians often pick and choose their faith values based on what is convenient or works best for them in a given situation.

For the sake of conversation, Sonny's Cozy Tavern is going to borrow the concept and call it "Cultural Morality" in the case of Tiger Woods and his sponsors.  Tiger is like gold to his sponsors.  Nike built an entire golf empire from the ground up around Tiger.  Buick seems almost cool with Tiger.  I want a Breitling watch just like Tiger.  The PGA Tour would stagger to its knees without Tiger.

Tiger's image was always squeeky clean, almost super human.  Until this week. He hit a tree and a fire hydrant with his Escalade, and the story grew from one of an auto accident to one of "transgressions" with at least three women to date. 

So far, none of Tiger's sponsors have backed out of their very lucrative branding deals.  Many have already come out with statements standing by Tiger.

A case of "Cultural Morality" based on money to be gained by the sponsors?  Would these same sponsors have stood by and maintained brand relationships if it wasn't Tiger -- and they didn't make millions off of him?  You think John Daly would have received the same support?  Butch doubts it, but that's what we're here to discuss.

Cultural Morality or genuine care and loyalty to Tiger?  What do you think?
- Butch
 

Brand Voodoo

When people find out that I work in advertising, the talk almost inevietibly finds it way to the subject of subliminal messaging.  Subconscious mental manipulation.  Mind control.  Books have been written about it.  People actually believe that we all practice it... like some kind of secret advertising society ritualistic brand voodoo.

We've all seen the stories -- hidden pictures of naked bodies in the ice cubes in Dewar's print ads, the "SEX" design on Pepsi cans, and the male body part in the Joe Camel caricature.  I'm sure you have many of your own examples.

Fact is, I've been in this business for 24 years and I've never sat in a meeting where anybody plotted about placing any hidden messages in any clients' advertising.  It just doesn't happen.  It seems ridiculous to me.  I call it all incidental coincidence... even the examples cited above, I believe, were not intentional.  Rather, they were created by someone finding something after the fact and creating a story. 

You see, good marketers understand that good brands are like good friends.  Good marketers strive to create brands that are honest, genuine and care about you.  Good brands want a lifetime relationship, not a quick sale.  Subliminal advertising is counter intuitive to the concept of building genuine, honest and long-term relationships.  A friend who tries to manipulate you is not a friend for very long.

What do you think? 
- Butch

PS -- I did work with an illustrator who hid written messages in his advertising art, but they were generally declarations of love for a girl or pithy little messages all for fun... that's a whole different story.

Running Lessons

Good talk happens at Sonny's Cozy Tavern.  Butch had a good discussion recently with a friend who has run three Boston Marathons.  I am a three-time marathon finisher -- but, at 200 pounds (a certified "Clydesdale" in running circles), I have little hope of ever qualifying for Boston.  Still, we both found common ground in exploring the life/business lessons that we've learned from running:

• Set big goals. Push yourself harder than you can imagine.  You'll achieve things you never dreamed.
• Have a plan.  Stick to it.  You have a much greater chance of succeeding if you have a clear road map and a well-devised strategy.
• Have a backup plan.  Be ready to overcome any obstacle that may get between you and your goal.
• Be aware of your surroundings.  Keep an eye on your competitors, fellow runners, the road beneath you, and the road up ahead.  Learn from those around you, keep your target in sight, and anticipate the hazards.
• Surround yourself with better runners.  Don't settle.  Ever.
• Enjoy the journey.  Soak it all up. Enjoying it makes it seem like it's really not work at all.  
• Savor the victory, but do not stop.  Keep moving.  The finish line marks the start to your next run.   

The best advice I've received from a fellow runner came from a 62-year-old Cancer survivor I met during the 2005 Chicago Marathon.  He said, "Running marathons taught me that I could do things I never imagined.  That's what made me believe that I could beat Cancer.  Never forget this feeling.  It will surely come in handy for you someday when you really need it."

I will never forget it, friend.  I trust that I will need it someday.

What lessons do you take from your every day that shape your life, your approach to business?
- Butch

Reserved Seating - The Movie

Butch went to the movies this past weekend.  Our local theatre is testing a reserved-seating-only policy.  You pay $2 per ticket more for this benefit.  In a press release about the test, the company explains that reserved seating gives guests an enhanced "experience."

I didn't like it at all.

1.  It slows the box office sales process.  Each customer has to take the time to select their seats from a computer monitor.  Green seats are open, red seats are claimed.  I'm color blind.  They all looked the same.

2.  It forces you to choose a seat next to someone you can't see.  If I don't want to sit next to the five teen girls who talk throughout the entire movie, I no longer have the option of making that decision once I enter the theatre. (Reminds me of the new SW Airlines policy of now letting Business Class fliers board the plane before families with small children... as a special benefit.  The best thing about babies being on board first was that I could choose not to sit next to them.)

3.  It's a ridiculous addition of incremental staff -- hence, the $2 per ticket increase.  Each theatre screen has attendants who show you to your seat.  No thanks, I don't need that.

4.  One of the benefits touted by the company is that you can now show up at the last minute because you have a reserved seat.  This is the same company that sells my clients pre-movie theatre-screen advertising because they have a "captive audience."  Not anymore.  Hope the cost of advertising just went down, because the number of eyeballs just went down (more last-minute arrivals AND fewer people due to increased cost).

Overall, I found it to be an unneccesary and forced "experience."

Great idea or epic failure.

What do you think?
- Butch

Willie Aames: Famous & Broke

Last night, Butch and the gang at Sonny's Cozy Tavern watched the VH1 special Famous & Broke. The show chronicles the recent struggles of actor Willie Aames.

Willie was a teen idol in the late 70's/early 80's, an actor on Eight Is Enough and Charles In Charge into the '90s.  My sisters had posters of Willie on their bedroom walls when I was kid.  We all thought Willie was on top of the world.  But, as the show reveals, Willie was troubled.  He was a lonely guy.

Cut to a more recent time.  I was doing a radio commercial for a client, and Willie Aames was one of the talent we'd hired for voice work.  He came in, delivered his lines like a pro and joined a few of us in the studio to just hang out.  He saw my friends and I having a great time, laughing & cutting up, and I think he just wanted to be part of that -- just regular guys hanging out.  He shared his personal story.  Teen idol, drugs & alcohol, failed relationships, lost soul finding God, the whole story.

After chilling with us for some time, Willie said, "Hey, guys, this was fun.  You guys are cool.  You want to go grab a burger someplace?"  For varied reasons, we all had to bow out.  I actually saw disappointment on his face.  As I drove home, I felt bad (sad for Willie), because I realized that Willie really did want to hang out with us.  He was a recovering celebrity who just yearned to be a regular guy.  I wish we had gone with Willie to grab a burger.  He was just looking for some friends -- real friends, not fake celebrity-chasing friends.

In watching Famous & Broke last night, I saw the same Willie Aames.  A guy who is good at heart, who just wants a regular life, but has trouble attaining it because everyone treats him like Willie Aames, the celebrity.  I'm glad to see that Butch's friends at Waddell & Reed have given him a break and hired him to be a Certified Financial Planner, helping those who have also struggled with money management like himself.  I'm pulling for Willie.

Willie, if the offer's still good, my friends and I would love to just have a burger with you some time.  Sorry we couldn't make it last time.

Brand perceptions are tough to break, even though not always accurate.  It's true, you can't always judge a book by its cover.

What do you think?
- Butch

Error Jordan by Nike

So, Michael Jordan's son, Marcus, is a freshman basketball player at Central Florida University (CFU).  CFU has a brand licensing contract with Adidas.  That means that the school, the coaches and the players all agreed that the players wear only Adidas shoes during games.  Apparently, all players except Marcus Jordan.

After agreeing to play at the school, knowing that they were in an Adidas contract, he's decided that he's only wearing his dad's Nike Air Jordans.  His decision to break the contract will cost the school its $2 million partnership with Adidas.

Lots of questions here:
Marcus Jordan, just a rich spoiled kid?
Why would the school/coach allow this and not just kick him off the team?
Is it a carefully orchestrated PR/merchandising move by MJ and Nike?
Should MJ/Nike step in and pick up the check for lost revenue?

Ethics and trust are a big part of brand partnerships.  How would you handle this?
- Butch


 

Butch loves TV.  Always will. When I was a kid, I loved two shows in particular:  Bewitched and The Big Valley. 

Bewitched, I'm not afraid to admit, was a big inspiration in my love of the advertising business.  Darren Stephens and his work at McMahon & Tate seemed so fun, glamorous and exciting compared to being, say, an accountant.  I grew up in a small town in western Kansas, so I knew no one who worked in advertising, but I knew I wanted to be a part of it.   

The Big Valley was a western series about a wealthy Stockton, California cattle-ranching family.  Victoria Barkley was the strong-willed family matriarch.  Her ranch was worked by her sons, Jared ("the smart one"), Nick ("the strong one") and Heath ("the outsider").  I thought they were so cool.  And, as a 12-year-old boy, I thought their sister, Audra, was the most beautiful woman I'd ever seen.  I wanted to be part of their family.

30 years later, I work in advertising. I work for an agency named Barkley.  So, 30 years later, I'm also a member of the Barkley family.  I'm living my dream.  A dream that was shaped by the culture around me.

Our culture influences our dreams, shapes who we are and defines our world.  Culture inspires brands.

What part of culture has inspired you?  Pull up a chair and share a story, friend.
- Butch

Generosity and The Little Things

If you're a regular reader at Sonny's Cozy Tavern, you know that Butch likes the brand philosophy defined by Fallon's "Culture of Generosity."  People like to do things for people who do things for them.  Good brands understand that the more you give, the more you get.  Generosity inpires loyalty.

Sometimes, the simplest little thing is all you need to do to make someone's day, to change an attitude, to spark a smile.  Like this story:

At our house, we love Halloween.  We set up a full experience in our driveway for all our friends and neighbors.  We play music, project strobe lights and light up the fog machine; grill hot dogs and dispense adult beverages; and provide a warm fire, fresh water and an open bathroom for the revelers. We love to give on this night.  But it wasn't our giving that made my night.

Late in the evening, a little girl (maybe four years old) dressed like a princess and her mother made their way through the cold air to our driveway.  The princess was excited to see that we were serving hot dogs.  As I extended a perfectly-grilled dog, she looked up with a big smile -- but then stopped before she took the treat.  She reached into her goody bag and said, "I want to give you something," as she raised her hand and offered me a bag of Skittles.

She didn't have to share.  It was her treat to take home all for herself.  But, at the age of four, she already embraced the Culture of Generosity.  Her gesture was so unexpected, so genuine, and so befitting of her princess costume.  I accepted her offer and told everyone this story for the rest of the evening (and now I'm telling you).  Her simple, genuine gesture made me smile, inspired goodwill and generated positive word of mouth.

Remember the little things.  Sometimes they make a big difference.  Be a brand that embraces the Culture of Generosity.

What's your story?
- Butch

   

Love 'Em or Love To Hate 'Em

World Series opening night.  That means, The New York Yankees.  You can't hear it without thinking about the great teams of the past.  The Babe, Gehrig, DiMaggio, Mantle, Berra, Reggggie... some of the greatest players in baseball history.  Pin stripes.  The statues in the outfield of the "House that Ruth Built." 

It's an iconic American brand.  It makes old men feel young again.  It represents pride, a hard-scrabble work ethic, and a simpler time. 

Call me a bandwagoner, but I love America's teams... The Yankees, The Cowboys, The Packers.  They represent us and our culture(s).

What do you think?
- Butch

Bad Homework or Good PR Move?

Yesterday, Microsoft announced that it is pulling its sponsorship of the upcoming Family Guy Variety Show.  Microsoft execs report they chose to sponsor the show because of its target audience and creative humor, deeming it a great fit for the Microsoft brand.  But, after watching a sponsors' preview of the show, they found its content to be offensive and not at all a suitable match for their brand.  They noted that the show includes humor involving "nazis, deaf people, feminine hygiene and incest."

Okay.  So, it's exactly like a typical Family Guy episode.  Pause.

This move by Microsoft has created quite a buzz in tradional media and online social networks.  The executives at Microsoft either did a really bad job of evaluating Family Guy as a brand-appropriate sponsorship, OR it was a really well-planned marketing strategy to get more talk value than the original sponsorship would have ever garnered.

Bad or brilliant?  What do you think?
- Butch

Sunday, Bloody Hypeday

It always amazes me when marketers use popular music in completely inappropriate context.  

I remember just after 9-11 when Levi's used portions of Creedence Clearwater Revival's Fortunate Son as a patrotic backdrop for a "let's all-feel-good-about-America" TV spot selling jeans... problem is, Fortunate Son is not a patriotic, feel-good-about-America song. It's an in-your-face-America protest song written during and about the nation's angst with the Vietnam War.

Now, with NFL on NBC, we get another totally inappropriate misuse of a popular song. Showing cinematic slow-motion action of hard-hitting NFL action to hype football, NBC accompanies it with a soundtrack of U2's Sunday, Bloody Sunday. Great song, but it's about REAL PEOPLE DYING in a REAL WAR -- specifically, the clash of British Soldiers and protesters in Northern Ireland on what has been called "Bloody Sunday." To make it about football, and comparing the NFL to war is just too much.

I'm disappointed in NBC... and in U2 for allowing its song to used in this way.

Is it wrong? Is it dumb? What do you think?

- Butch

Brand Awareness Overrated

Pontiac.  Everyone knew the name.  Probably 100% aided Brand Awareness.  Didn't equate to Brand Preference.  Everyone knew the name.  No one wanted it.  Pontiac no longer exists.  Probably still has nearly 100% Brand Awareness.

Don't get fooled by the metric of Brand Awareness. The goal should be higher Brand Engagement.  The more people engage with your brand, the more likely they are to develop Brand Loyalty and a greater Lifetime Value.

Pontiac lost sight of what consumers really wanted.  Brand Engagement declined.  The brand tarnished, and just faded away.

What do you think?
- Butch

Ellen + Cover Girl = Brilliant

Butch is at home sick today. That means I get to see some TV that I normally don't watch. This allows me to explore some new space and make a few conclusions.

1. I really like Ellen DeGeneres and her talk show. She's fun, funny and someone I'd like to have as a friend. We all love people who make us laugh. Ellen is always welcome at Sonny's Cozy Tavern.

2. The move by L'Oreal (and their agency, Grey NY) to make Ellen the new Cover Girl model is brilliant. Not only is she a very real, honest, confident celebrity -- she's a brilliant demonstration of the powerful branding combination of content & context. She spent the first five minutes of her show today talking about Cover Girl, mentioning the brand at least 10 times in a very funny & engaging monologue. I bet she talks about being a Cover Girl often on her show.

With Ellen, L'Oreal plusses up their branding investment with a spokesperson who has a platform to promote to real women across America EVERY DAY. That's brilliant branding.

Content and Context. Put them together and beautiful things happen. Congratulations to Butch's friend and former colleague at Barkley, Jim Elms, and his team at Grey NY for an incredibly smart marketing strategy.

What do you think?
- Butch

Doritos & Diet Coke

Butch has a habit. Some people call it bad. Most people just think it's odd. But, for me, it's just part of my daily routine. It's part of who I am. Part of my brand. We all have vices, bad habits, little secrets.

Mine? I have a 20 oz. Diet Coke and a Grab Bag of Doritos (Nacho flavor) EVERY MORNING. I've been doing it since I was in high school and was old enough to drive my '72 Chevelle to the EZ Mart. Now, I drive my adult car to the local Fleming C-Mart, right after I drop off my son at his school. Same routine. Different store. Different car. 30 years later. The guy at the Fleming store sometimes even has my order wiating for me at the front counter.

I find that it's not just the nourishment (?) that drives the habit. I actually enjoy the little stop each morning. It's like a mini vacation on my way to the grind.

I stopped going to the Circle K because the lady there always felt compelled to comment on my purchase... "breakfast of champions" -- "does your momma know what you're eating for breakfast?" -- etc. All I could think was, "it beats the cigarettes and coffee you're choking down. And, I've done three marathons in the last four years -- can you do that on the cig & java diet?"

We all have little indiosyncrocies. They're part of our brand. What's yours?

- Butch

Stay Relevant or Die

Relevance. It's tough to gain and even tougher to maintain. As a consumer brand, if you're not relevant to your consumers, you die. It's a harsh reality of business.

I look out of my office window at two reminders of Brand Relevance Lost every day. Two reminders that are very close to me -- physically and emotionally.

When I moved to KC from Phoenix in 1995, two of my largest clients were Western Auto and Stuart Hall.

For those of you under 40:

Western Auto was one of the largest and oldest auto parts & accessories retailers in the country. They had over 1000 stores. They were a truly iconic American brand. They sold the Western Flyer red wagon that most kids had growing up. They were bought by Sears in the late '90's and the brand eventually disappeared. Their corporate offices in midtown KC are on the Historic Registry and have now been converted to swanky lofts.

Stuart Hall was the leading manufacturer of licensed school and office paper products. I worked on licensed designs of school notebooks, portfolios and binders featuring properties like The Coca-Cola Polar Bears, Disney characters, Warner Brothers cartoons and Lisa Frank illustrations. They were #2 in a huge category. In the late '90's, they were swallowed by #1, Mead, and away the brand faded. Their historic midtown headquarters (in the long shadow of the Western Auto building) has also been converted to lofts.

Two brands at the top of their games just a decade ago. Two brands that have disappeared into the history book of used-to-be's.

I look at those buildings everyday. They remind me to stay connected to my clients' consumers. If we just focus on the bottomline and forget what people really want -- if we stop listening to our customers and believe our own egos -- we will fail. It happens to big, venerable brands every year.

Let's stay relevant. It applies to people as well as brands.

What brands do you miss?

- Butch

I can't imagine my life without John Madden.

John Madden announced his retirement from NFL broadcasting today.  It's truly the passing of an era.  

For me, John Madden is THE voice of The NFL.  You hear his voice and it's undeniably Madden. Undeniably The NFL.  You immediately think "football."  Madden never cared how other broadcasters did it. He did it his way.  He was insightful (like only a real insider could be), brutally honest (like most talking heads are afraid to be), flawed (like his viewers) and always interesting to be with.

Madden is a regular guy who became a brand.  The best brand in The NFL.  For my generation, he will always be the voice of NFL on CBS (sorry Pat Summerall) and Monday Night Football (sorry Howard Cossell), regardless of which network he worked for or on which day. Madden wore his passion on his sleeve and we all ate it up.

At Barkley, Sonny's Agency of Record, we believe that a great brand is one that its consumers can't image life without.  I can't imagine my life without John Madden on The NFL. 

Damn, I'll miss him.

- Butch

Great Brand. Better Dad.

My Dad's birthday is April 11.  That's this Saturday.  He would have been 67.  Cancer took him at 51.

He was humble, honest, straight-talking, friendly, fun when it was time to be fun and very hard working when it was time to be serious.  He lived with a philosophy that it's not so important what you do when people are looking as it when they're not looking.  He treated people with respect and compassion -- like he'd want to be treated. 

He was a great brand.  Because of that, he was an even better father, husband, friend and person.

He is the brand I aspire to be.  Happy Birthday, Dad!  

Manage your brand.  It's your most enduring legacy. 

- Butch

What's up at GEICO?

I've always liked the quirky & entertaining advertising done by GEICO.  The Gecko generated unbelievable brand awareness for an auto insurance company that most of us had never heard of before he debuted on TV.  Over the years, GEICO has layered the Gecko awareness campaign with The Cavemen -- successfully driving home the message that buying GEICO online is so easy that even a caveman can do it -- followed by the Celebrity Spokesperson work that delivered customer testimonials in a creative way never really seen before.

I admire that GEICO has always been a brand that takes what they do very seriously, but doesn't take itself too seriously.  They're like the type of friend we all want to have.

But, something has changed at GEICO in the past few months and I don't like it.  To me, it's pretty clear how it happened.  Let me speculate:  The economy is challenging.  Revenue has slowed.  Senior management decided that it's time to get "more serious" with their advertising messages.  "Stop the cute stuff.  Start telling people stuff like we're the third-largest auto insurance company in the country.  We're a big deal.  Tell people that and cut the soft crap."

The recent work reflects that classic CEO mandate -- "just tell them what I want them to hear" (not necessarily what's most relevant or important to them).  GEICO's agency has tried to incorporate uninspiring corporate facts into the existing Gecko creative.  It seems awkward, forced and somewhat patronizing.  in one spot, the Gecko actually gets called into the CEO's office and is told by the exec what he wants to say in the advertising.  It's literally a metaphor for what happened to the agency.  C'mon, do any consumers really care that GEICO is the third largest auto insurer in the country (I actually thought they were bigger)?  

Just like a good friend, good brands don't pound their chest and spend a lot of time boasting about themselves.  No one wants a friend like that.  Create a brand personality that is like a good, trusted friend and you'll likely have a loyal and growing customer base.

What do you think?

- Butch

  

Expired Ideas

Sonny's agency of record, Barkley, has very swanky offices in downtown Kansas City and a culture built around the belief that "every idea has an expiration date."  A sign stating such greets you as you walk in the front door.  It always reminds me to think of everyday items that are phasing out of practical use -- ideas whose expiration date may be soon.

Today's idea that may be expiring: Printed Business Cards.  

I have a box of 500 in my desk.  In the past year, I may have handed out 20 max.  We all have digital signatures, email contact info, wireless PDAs, Facebook pages, Linked-In contacts, the list goes on.  I don't ask people for their business card anymore.  I ask for their email address and enter it directly into my i-Phone contacts.  Business cards seem so old school.  

What do you think?

- Butch

Everyone's Having Fun.

I'm back.  Spent Spring Break with my family in that trendy beach destination, Chicago.

We had a great time.  Stayed downtown.  Took in all the sights - The Art Institute, Navy Pier, Field Museum, River Architecture Tour, Observation Deck at Sears (nee Willis) Tower, et al.  Also had some great Chicago food -- Gino's East, Giordano's, Artist's Cafe and Ed Debevic's.  Yeah, I said Ed Debevic's.

Here's what I love about Ed's... no matter how cheesy you may think the place is, they are 110% committed to their brand promise and everyone who works there is 110% on board.  In case you're not familiar, Ed's is a themed restaurant.  It's a 50's type diner serving good ol' American comfort food by a wait staff that dresses the part, acts the part and takes pride in being over-the-top loud and obnoxious.  It's Americana kitsch at its best.  Many of the wait staff are part-time Second City and Comedy Sportz actors (or so they claim) honing their improv chops on Windy City tourists.

They dance on the malt-shop bar every hour, sing loudly to the oldies rock soundtrack, insult customers and each other -- all in the name of fun.

My 15-year-old son noted, "This seems like a place where everyone really wants to work.  They're all having fun."   That pretty much sums it up.  If everyone at your place is having fun and really wants to be there, cheers to you.  

What brands do you think live up to "seems like a place where everyone really wants to work"? 

- Butch 

Culture of Generosity II

Last month,  I wrote about the Culture of Generosity displayed by Denny's when they gave away free Grand Slam Breakfasts to reintroduce their brand to consumers.  The concept of Culture of Generosity is promoted by Fallon's planning group, and I love it.  It's essentially the idea that people are willing to support a brand that is willing to give a little back. Sounds like good small-town character -- the kind we like and try to practice here at Sonny's Cozy Tavern.

This month's salute for Culture of Generosity goes to Fed-Ex/Kinko's.  They are quietly offering to print 25 FREE resumes for people who have lost their jobs.  With unemployment projected to hit 10%, this is a great way to emotionally connect the Fed-Ex/Kinko's brand with consumers and make it very relevant in the lives of people everywhere.

They don't have to do it.  They're not shouting about it through advertising.  It's a class move that's been mostly communicated virally -- while most brands are tightening their belts and raising their prices, caring least about the economic challenge faced by their consumers. 

Nice move, Fed-Ex/Kinko's.  Sonny's raises it mug to you.  May your generosity come back to you three-fold.

What Culture of Generosity acts have you seen lately?

- Butch

Rock Brands

Yesterday, U2 released it's latest album.  They have another one coming out later this year.  U2 is big business and a brand that has been around a long time.  They have staying power because they stay true to their brand but also evolve with their audiences.  U2 is clearly the greatest rock brand to come out of Ireland -- who's gonna challenge them?  Thin Lizzy?

It made me think about "the greatest rock brands from each country."  Who are they?  Here's my list to get you started started (Sorry Dylan fans, I'm sticking with bands not artists here).

America:

The Doors

The Jimi Hendrix Experience

Lynard Skynard

Bruce Springsteen & The E Street Band

Creedance Clearwater Revival

Guns & Roses

Aerosmith

Van Halen

ZZ Top

Green Day

Britain:

The Beatles

Rolling Stones

Led Zeppelin

Cream

The Who

Sex Pistols

Pink Floyd

Moody Blues

The Kinks

The Clash

Canada

Rush

Steppenwolf

The Guess Who

Bare Naked Ladies

*Pretty weak list

Others? Your turn.

- Butch

Bad Ad of The Day: Hooters

Wow. I just saw a TV spot for Hooters Restaurants with Dick Vitale. I'm glad I had nothing to with it. I'd be embarrassed if I was on the team that created this stinker. EVERYTHING about it is just bad -- Vitale's acting, the leathery Hooters' girls' acting, the unappetizing food shots. How does work this bad get created, approved and produced?

What's your Bad Ad of The Day?

- Butch

Tiger's got 'em by the tail.

Well, Tiger Woods is back playing on the PGA Tour.  Guess I'll start watching the PGA Tour again.  I haven't watched a match on TV since Tiger last played in the 2008 US Open.  Tiger is unbelievably vital to the health of the Tour.  TV ratings have slipped as much as 50% since he's been on the disabled list.  I'd consider myself a hardcore golf fan and I have no interest in watching a Tiger-less PGA Tour.  That's not good for the PGA's brand.  

Someone has to step up and legitimately challenge Tiger.  It may take some time for that to happen.  You see, Tiger even has the best players in the world believing that he's untouchable. That's hard to imagine, but have you seen the latest Nike Golf TV spot celebrating Tiger's return to the game? It shows "other" great golfers living it up and enjoying life on Tour without Tiger -- then Tiger walks in the locker room and these guys clam up when they realize that he's back and their good times are over.  These are REAL professional golfers -- top PGA pros who won tournaments in the past 12 months -- not actors.  Tiger's got 'em all by the tail.

Can you imagine Arnold Palmer, Tom Watson or Gary Player EVER doing a spot like this with Jack Nicklaus?  I guarantee it would have NEVER happened.  Nicklaus was the best of his time, but other players didn't lay down for him like today's players do for Tiger.

I love the Nike spot.  But, I think it exposes a big problem for the PGA brand.  Please, someone step up for the future of the Tour.  Phil? You've lost weight.  How 'bout it, man?

Who do you think could help save the PGA brand?

- Butch  

Expired Time

Have you noticed that clocks on walls and wrist watches are slowly becoming a thing of the past? We all carry PDAs -- blackberries, iPhones, etc. -- and they are replacing these timepieces of old. This hit home for me as I made a presentation a few days ago. I wanted to stay on time. I looked around the room for a clock. There was none. I glanced at my wrist. I wasn't wearing a watch. I had to keep my iPhone close to check time. It made me think. We have 25+ meeting rooms in my office. None has a clock on the wall. There's no clock in our lobby. I walked around the office -- no clocks on workspace walls. I love watches. You could say that I have an obsession for watches. I have a vintage 1945 Gruen -- I wear it on special days (it belonged to my grandfather). I have a watch case full of watches of all types -- sports watches, dress watches, casual watches and specialty watches. I have about 20 watches, but I've found that I wear them less than I did in the past. I certainly don't wear one every day. At my agency, our philosophy is that "every idea has an expiration date." Every great idea must evolve or it will die. Innovators must continue to innovate or they become obsolete.

Are traditional clocks and watches ideas that are expiring?

What other ideas do you think have expired?

- Butch

Bumper Shouting

I snapped this pic on my way to work this morning.  This guy obviously wants everyone to know all about him.  In fact, he DEMANDS that you listen to him.  You see these cars often. The ones plastered with bumper stickers.  It's like they're shouting at you.  I've never quite understood it. 

This guy doesn't care what anyone else thinks, he just wants you to hear what he wants to say... very loudly.  He's like that loud drunk guy at end of Sonny's bar.  You know the guy.

Good brands are open minded.  They listen.  They talk to you on your terms.  They care more about what you want than what they want you to know.  They command attention, never demand it.

Lots of brand leaders don't get this.  They plaster their brands with bumper-sticker messages. 

It's Friday.  Listen more than you talk.  Be open-minded.  Be a good brand.  Enjoy your day.

- Butch

Thanks, Mom.

My mother recently gave me something she found in her garage -- my old motorcycle helmet. I got it in 1976. It came with a Yamaha 80cc Enduro.

At 12 years old, I rode my motorcycle with complete & unbridled passion. I rode hard, fast and mostly careless. I had fun and never looked over my shoulder. If I spilled the bike, I picked it up and got back on the throttle. I jumped hills, did cross-overs, stood on the seat doing wheelies and cut donuts until I was so dizzy I could puke. I raced my friends and tore up the motocross track on weekends. And, (Mom, I hate for you to read it here) I even outran the local cops a few times.

Now, I'm older. More safe. Less willing to take risks. I'm probably not as much fun. I'm sure the chicks dig me way less, and my wife's okay with that.

I found a lesson in looking at that old helmet, so I brought it to my office to serve as a reminder: Good brand managers aren't afraid to take a few risks, pop a wheelie, jump some hills, race their competition with no guardrails. If I remember that, I'll be a better leader. A better brand manager for my clients.

Of course, I also have to remember that sometimes you have to be safe too. Wear the helmet, but don't be afraid to stand on the seat once in a while. The view is completely different up there.

What lessons did you learn as a kid that serve as a good reminder for how you do business today?

- Butch

Culture of Generousity

John King, head planner at Fallon, spoke last fall at my agency's Creativity Symposium. He talked about Fallon's belief in the culture of generousity -- the belief that people are more likely to support brands that give something back (even if it's just a smile).

I thought about the culture of generousity during the Super Bowl. When most brands are focussed on going over the top with cleverness in their advertising and most agencies are bent on showcasing their creative chops during every bloody second they can squeeze, Denny's demonstrated their culture of generousity. They actually ran a RETAIL OFFER during the Super Bowl. Sure they ran a clever spot, but they also were willing to give some precious time to actually try to sell something -- rather give something away.

In an economic environment where every company is cutting back and trying to churn every dollar into measurable ROI, Denny's decided to give us all free breakfast on Tuesday. Their culture-of-generousity move humbly recognized that they needed to ask us back for a re-introduction to their brand.

I applaud Denny's for their willingness to give. And, I applaud Goodby for their willingness to give up a few seconds of "their" precious work.

Sonny's believes in the culture of generousity too. Catch us any day between 10am and 2pm, and we'll make you free breakfast.

What simple acts of generousity have you seen, made or rewarded recently?

-- Butch

Simple

The Rolling Stones are one of the best bands ever because they keep it simple. Their music is straight ahead, in the pocket and played with passion. It's honest and authentic. Sometimes people mistake simple brilliance as a low bar. I think it's just the opposite. The Stones are innovators. Simple. True to their brand.

Good brands keep it simple.

Which simple brands are your favorites?

-- Butch

Blurring The Lines

I'm a social-media hound. I've always been an "infomaniac" and the Google Machine has made finding interesting information so easy that it's not unusual for me to be on the internets for several hours every evening (only for research purposes during work hours, of course). But online communities also put us all in very awkward positions.

Take Facebook for instance: I just can't say no to someone who invites me to be a friend. It would be rude, but it also opens a big can of weird. So, I now have old friends from high school, lost college drinking buddies, neighbors, co-workers, my bosses and my clients all at one big virtual party on the worldwide web. Would I ever invite this group to the same real party at my home? Hell NO! Bad things happen when your worlds collide. My clients don't need to see pictures of me doing a headstand on a keg at a college frat party. It's a jolt when one of your co-workers greets you in the morning with, "Saw your friend's tagged picture of you playing Pass The Apple with some guy in 7th grade -- twice at two different parties. You sure liked to play Pass The Apple." It's hard for someone to take you seriously in a strategy meeting when they've seen you playing Pass The Apple.

Social networks have their place. But always remember that they blur the lines of the nice little realities you've created in life. Remember that whatever you post can be seen by anybody, anywhere at anytime.

Even writing this blog creates unique challenges. As a commenter on other blogs, I've been able to hide behind anonymity and say whatever I wanted. That's how Internet Tough Guys are born. As a blog writer, I have to be more responsible. I review each post with this filter in mind:

a. How would my mother feel about what I just wrote?

b. How would my clients feel if they read it?

Maybe we should put that filter against everything we do in life.

What do you think?

-Butch

Super Blow Ads

Meh. (Yawn)

Serious Fun

Okay, some people get freaked out by talking babies. Sonny's believes that the babies for e-Trade are done very well. Check out the outtakes for the e-Trade Super Bowl spots being merchandised virally online. http://www.youtube.com/watch?v=U8Ev5HgGACg

Here's what I love about e-Trade -- like the talking babies or not, they're willing to do something that is completely counter to what most of the investment industry is willing to do: Have a little fun. I think it's even more powerful in these serious times. They've obviously done their research and understand that the younger investment target is a hugely untapped target too. Or they just get the younger target better that the rest of the industry. Regardless, Sonny's raises a glass to e-Trade for being courageous enough to be different.

I can actually remember which investmant firm these spots are for. Money well spent. The campaigns featuring the same-old-same-old "marathon vs. sprint" and "pillars of strength" platforms all run together. I can't recall the names of those firms to save my mortgage.

Watch the outtakes. Have a laugh. Then toast e-Trade for getting their target audience and the importance of brand personality in the game of differentiation.

Do you have to be serious to be taken seriously? What do you think?

- Butch

The One-Minute Sales Pitch

Sonny's knows that times are tough. Advertisers are feeling the pinch of consumer frugality and reduced marketing budgets. It's times like this that challenge the best of brand managers to get more creative, more innovative than ever to get their message out.

Miller pushed conventional thinking and tried to coop media time during this weekend's Super Bowl by buying :01 increments of time from other advertisers. They even developed some pretty fun :01 spots for the High Life brand. http://www.youtube.com/watch?v=K9GwHnU2ESE

In the end, NBC shut them down, but I'll hand it to the folks at Miller -- I applaude their thinking. NBC and the networks are feeling the pinch too. They're going to have to come up with fresh and creative solutions to compete for shrinking sponsor budgets or they'll lose to more aggressive media options.

What other innovative brand strategies have you seen recently?

- Butch

The Fine Line Between Clever and Careless

As advertisers, we're challenged more and more every day to break through all the competitive clutter, grab attention and be unique. It's often a very fine line between being clever and being irresponsible. Below is a case in point -- ripped from agency spy: http://www.mediabistro.com/agencyspy/ Clever or Careless? Here's the article: Naked Communications Fakes A Video And Deserves The S*** They Get One would expect better of Naked Communications, then to set up a very faux viral using YouTube. A You-Tube clip was recently posted by a pretty young woman in Sydeney who was looking for a man who left his jacket at a cafe. Apparently, it was love at first sight. That video had generated 160,000 hits in two weeks, along with video responses male viewers begging for the blonde's attention. Still, YouTube users aren't idiots. It began to leak that this woman was a faker - LonelyGirl with a corporate paycheck. At first, the Surry Hills office of Naked Communications and their client, Witchery Man, denied the stunt. As of this past Wednesday, they gave in. Naked posted their own video of the blonde admitting the whole thing was an advertising gimmick (see below). And this is where they messed up again. The actress should have come totally clean and said, "I did it for the money. I did it because I want to be famous. Naked did it because that's there job and Witchery wanted you to see their new line." Instead, the actress claims she did it because she was a romantic. Comments on the admission videos page include: "You killed romance!" "You did it for the money. And that clothes shop sucks." "GENIUS. So much PR... So little Dollars." "I think what Delta was trying to say is "how sweet would it be if something like this really did happen?" As opposed to the depressing truth that it was all a hoax/marketing campaign. (Boo! Never going to set foot in that store again!)" continued... Posted by superspy 01:54 PM Naked Email this post 2 Comments

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Truth In Advertising

Butch's Follow Up: The opening scene featured two hip creative guys lounging at the pool of a swanky hotel in LA being lured back to Chicago by a distrustful account guy to work on a Super Bowl spot they were stealing from another creative guy, their big boss, for a client who was an "IDIOT." The scene even looked like it was shot at The Viceroy. Every predicted stereotype was tightly wrapped up before the first commercial break. I fell asleep before the end of show. Trust me, this will likely be the last episode I tune in to. What'd you think? ORIGINAL POST: Trust Me, a new series about this wonderful world of advertising debuts on TNT tonight at 9C. Watch it, DVR or Tivo it and we'll discuss how true to life it really is. I'm predicting it will be rife with industry sterotypes that we can all see coming from a mile:

• Creatives will all be ultra hep cats.
• They will hate account people who will be portayed as mindless servants of the client.
• There will be no other people in the agency -- just creatives and account people. Maybe a few "big bosses."
• Creatives will be precious about their work and sure that all other creatives are stealing their ideas.
• Clients will be idiots who wouldn't know good work if it kicked them in the bajangas.
• Advertising assignments will all be big and sexy, like everything runs during the Super Bowl.
• The work will not have brand strategy behind it, just really cool random ideas.
• The sexual tension in the office will be unbelievably high and ubiquitous.
• Client presentations will be very very dramatic.
• Commercial shoots will be high-priced junkets to Hollywood with leisurely hotel stays at swanky places that host celebrity parties in private pool-side cabanas (think The Viceroy in Santa Monica).

I guess without all of this, it wouldn't be much fun to watch. And, we all know that stereotypes are usually based partially on fact. This new show is written by two former agency creative directors, but that doesn't mean that any of the above is fair or accurate. How do you think we'll be portrayed? -

O is for Obama

I have another Obama prediction:

Oprah will launch a cable channel with 24/7 coverage of President Obama and his family. They may be the first first family to have their own reality show.

What will the channel be called? The OC (Obama Channel) is already taken.

Used To Be

I'm watching George Carlin's last HBO special, It's Bad For You. I also watched it a few months ago. Each time, I've sat there thinking, "what the hell happened to George Carlin? He used to be funny. Now he's just a cranky old man."

I know he's dead now. He went out real angry. Not believeing in anything. Just a pissed off, cynical old man.

I hope that doesn't happen to me.

Anyway, it led me to think about other people or things that used to be (insert relevance here) and now... what happened to them?

Here are just a few that come to mind:

- David Lee Roth. Used to be the baddest bad boy lead singer in rock. I saw him last year on tour with Van Halen. He's turned into a Vegas Show Girl. What happened? - Chevy Chase. He used to be funny too. What happened? - Promise Keepers. Used to be an organization that packed stadiums. Guys drove around with PK bumper stickers on their Lexuses. What happened? - Arsenio Hall. Used to be everywhere. Eddie's buddy. Challenged Letterman. Now he's making a "come back" hosting something like America's Funniset Home Videos on cable. What happened?

- Letterman?

See how easy it is when you start thinking about it.

Successful brands know that you have to evolve with the times and with people's tastes. Innovators have to keep innovating or they lose relevance. Sometimes that doesn't happen and even the brightest stars flame out.

Who or what are on your Used-To-Be list?

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Notorious Hype

"The motion picture event of a lifetime." That's an actual line from the TV trailer hyping the new Biggie movie, Notorious. Really? Event of a lifetime? Maybe I just don't get it because I'm not the target audience. Regardless, it smacks of something that takes itself way too seriously. Biggie is an east-coast legend, no doubt -- but this movie is an "event of a lifetime?" Reminds me of brands that take themselves way too seriously. They beat their chests and shove what they want you to know about them down your throat. They don't listen, they tell. They don't care what's important to you, just what's important to them. They know what you need because they're much smarter than you.

They're kinda like that loud guy who sits at the end of Sonny's bar and thinks everyone wants to hear his clever cell phone conversation. He's pretty sure that everyone wants to know what's important to him too. Successful brands are typically pretty humble -- likeable -- and they connect with people on an emotional level. They focus on you. They're here for the long-term because they listen to you and change with your wants & needs. What brands do you think take themselves way too seriously?

Manny Gets It

Have you ever noticed that nearly every retailer or service provider, when challenged to articulate their point of difference, will jump to "superior customer service" -- yet, so few actually deliver at the point of sale?

As consumers, we've become so accustomed to very average customer service that when we get just-good service, we're blown away. Really great service, a little personal attention, makes for loyal customers and repeat visits. How hard is it to smile, welcome someone in and simply say thank you? Sounds easy, but how many times does it really happen?

My lunch experience today is a good example. I walked downtown to KC's glistening Power & Light District to try one of the cookie-cutter mexican chains. They weren't that busy and the food was decent. When I was ready to pay and head back to the office, I couldn't get my waiter's attention. He had moved behind the bar, feet propped up, checking his iPhone, looking uber-hip in his printed T and stocking cap while he chatted with a PYT at the counter. So, I left my table, stood at the bar -- just me and the babe -- and waited patiently for him to look my way. I didn't cough or make wild motions, just waited like a nice boy from western Kansas. After quite some time, he finally looked my way and I handed him my credit card. No "sorry" from him, but he promptly ran the card. After I signed, I said "Thank You" and he replied, "No worries."

How friggin' backwards is that whole scenario?

Was it horrible service? No. Can I not wait to go back again and recommend it to friends? No. They just don't get it. A little attention could have changed the entire relationship.

On the other hand, Manny gets it. Manny's is a local, independent mexican restuarant run by Manny and his family. They're packed every day, sometimes with a full reception area of people willing to wait 20 minutes for a seat over lunch. When Manny is there, he greets everyone personally. When it's packed, he still looks for regular customers and seats them immediately. He knows his regulars and gives them special treatment. Calls them "boss" or "partner" in front of their friends and stuff like that. Makes them feel like bigshots. I'm a regular. When I take friends or clients to Manny's, I feel like Henry Hill at The Copa in Goodfellas. Even if it wasn't the best mexican food in town, I'll keep going back to Manny's because of the way he makes me feel. He gets that, and he makes dozens of people feel that way everyday.

The big chains could learn a lot from Manny.

Where do you get great or not-so-great service?

The Audacity of Fashion Hope

Innovators and opinion leaders have a powerful influence on culture, society and the brands we seek.

I have a cultural prediction:

Obama will do to the suit & tie what Kennedy did to the hat.

The Oval Office has always had a tie & jacket-required policy. You'll likely not find a single picture of a president -- or any man -- in the Oval Office sans jacket & tie. Until today. On his first full workday at The Capitol, President Obama removed his jacket and declared the Oval Office a more relaxed, less stuffy place. Dare I say, a hipper place. Where people can roll up their sleeves and actually work.

When JFK became the first high-profile man to doff the hat, it sent a signal that changed our culture. I think 44 will do the same. Suit with open-collar shirt, okay. Shirt & tie with no jacket, yep.

Maybe we'll all be more reasonable and productive if we can breathe. For this thick-necked bartender it offers hope.

What do you think?