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