Comments on: Totally Unexpected http://www.franklaneltd.com/linkage/totally-unexpected/?utm_source=rss&utm_medium=rss&utm_campaign=totally-unexpected Helping Clients Build Killer Brand™ Businesses Tue, 20 Dec 2011 22:24:54 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: vfx http://www.franklaneltd.com/linkage/totally-unexpected/comment-page-1/#comment-58 vfx Sun, 03 Feb 2008 20:11:05 +0000 http://www.franklaneltd.com/?p=57#comment-58 The ad must kick in extra depression for those without a computer. My version of, “Half of the doctors finish in the bottom half of their class.” goes like this, "What do you call a doctor who finished at the bottom of his class?" ... answer...A Doctor The ad must kick in extra depression for those without a computer.

My version of, “Half of the doctors finish in the bottom half of their class.” goes like this,

“What do you call a doctor who finished at the bottom of his class?” … answer…A Doctor

]]> By: Frank Lane http://www.franklaneltd.com/linkage/totally-unexpected/comment-page-1/#comment-50 Frank Lane Tue, 26 Jun 2007 16:14:26 +0000 http://www.franklaneltd.com/?p=57#comment-50 It is going to be interesting to see how the generation of kids who are around now grow up because they never knew the more simple world. Frank It is going to be interesting to see how the generation of kids who are around now grow up because they never knew the more simple world.

Frank

]]> By: Farrah N. Ashline http://www.franklaneltd.com/linkage/totally-unexpected/comment-page-1/#comment-51 Farrah N. Ashline Tue, 26 Jun 2007 15:46:12 +0000 http://www.franklaneltd.com/?p=57#comment-51 Advertising is changing the rules minute by minute. One day it is about giving you "the information you need to know." The next day it is about showing you a pretty girl selling you a car, a loan, a tennis racquet, vitamins, exercise equipment, you name it. Advertising companies fail to mention to their clients the truth about what the clients are REALLY looking for in terms of REAL information because it won't be as "interesting" an ad campaign as they'd like. Sometimes, certain big time advertising agencies have their own agenda as well in terms of getting a certain "look or feel" to their ads versus giving the client what THEY really NEED(versus perhaps even what THEY want) I think a lot of companies fear sticking to their brand concepts because they're afraid it won't show off their versatility in terms of keeping up with innovation, a theme, or new ideas. It's almost as if they are not sure "what brand" they want to be when they grow up. For example: M & M's has been a regular American mainstream candy for many years. Their campaigns have featured celebrities and cartoons alike. They made an entire campaign by simply "re-introducing" the blue M & M back into their mainstay stock choices. I've seen their cartoon M & M's even flirt and be "sexy." Other commercials have featured their accessibility and relationship to young children. I don't know if M & M's has convinced me of their "brand" in terms of their advertising alone or whether or not they are just banking on the history of their name. It's a fine balance between staying true to your brand and changing "branding techniques" to simply try and compete. American consumers may be sick and tired of TMI (Too much information) being thrown at them daily. In my opinion, we all are finding ourselves yearning for a time in life where LIFE was more simple. Much can be conveyed in a single word with a single great shot on TV and then the brand name. Simplicity in tems of branding efforts cannot be overlooked. Farrah N. Ashline June 2007 Advertising is changing the rules minute by minute. One day it is about giving you “the information you need to know.” The next day it is about showing you a pretty girl selling you a car, a loan, a tennis racquet, vitamins, exercise equipment, you name it. Advertising companies fail to mention to their clients the truth about what the clients are REALLY looking for in terms of REAL information because it won’t be as “interesting” an ad campaign as they’d like. Sometimes, certain big time advertising agencies have their own agenda as well in terms of getting a certain “look or feel” to their ads versus giving the client what THEY really NEED(versus perhaps even what THEY want) I think a lot of companies fear sticking to their brand concepts because they’re afraid it won’t show off their versatility in terms of keeping up with innovation, a theme, or new ideas. It’s almost as if they are not sure “what brand” they want to be when they grow up. For example: M & M’s has been a regular American mainstream candy for many years. Their campaigns have featured celebrities and cartoons alike. They made an entire campaign by simply “re-introducing” the blue M & M back into their mainstay stock choices. I’ve seen their cartoon M & M’s even flirt and be “sexy.” Other commercials have featured their accessibility and relationship to young children. I don’t know if M & M’s has convinced me of their “brand” in terms of their advertising alone or whether or not they are just banking on the history of their name. It’s a fine balance between staying true to your brand and changing “branding techniques” to simply try and compete. American consumers may be sick and tired of TMI (Too much information) being thrown at them daily. In my opinion, we all are finding ourselves yearning for a time in life where LIFE was more simple. Much can be conveyed in a single word with a single great shot on TV and then the brand name. Simplicity in tems of branding efforts cannot be overlooked.

Farrah N. Ashline June 2007

]]> By: Frank Lane http://www.franklaneltd.com/linkage/totally-unexpected/comment-page-1/#comment-52 Frank Lane Tue, 26 Jun 2007 14:11:35 +0000 http://www.franklaneltd.com/?p=57#comment-52 Ernst, I would seriously doubt it. But I don't have an MBA, much less a recent one, so I would have no idea. But as my wife constantly reminds me, "Half of the doctors finish in the bottom half of their class." True for every business. In the case of brands, there are quite a few very smart people. But sometimes very smart people can do some very dumb things. I have had my share of embarrassing failures for sure. As have the smartest brand people I know. It's like I have said, I know how to do it right, but ofter just don't get there. That's why I don't retire. I love this business. I stay up at night thinking about it instead of sleeping. Ernst,

I would seriously doubt it. But I don’t have an MBA, much less a recent one, so I would have no idea.

But as my wife constantly reminds me, “Half of the doctors finish in the bottom half of their class.” True for every business.

In the case of brands, there are quite a few very smart people. But sometimes very smart people can do some very dumb things. I have had my share of embarrassing failures for sure. As have the smartest brand people I know.

It’s like I have said, I know how to do it right, but ofter just don’t get there. That’s why I don’t retire. I love this business. I stay up at night thinking about it instead of sleeping.

]]> By: Ernst http://www.franklaneltd.com/linkage/totally-unexpected/comment-page-1/#comment-53 Ernst Tue, 26 Jun 2007 13:53:06 +0000 http://www.franklaneltd.com/?p=57#comment-53 Do they actually teach these strategies in MBA school? Seriously. I thoroughly enjoy looking at lavish television and print advertisements and determining how close the brand is to being a killer brand. Nine times out of ten (and I'm being generous here), I can't help but marvel at the small fortunes companies must be paying to smart, MBA trained marketing executives...yet getting so little in return. Do they actually teach these strategies in MBA school? Seriously.

I thoroughly enjoy looking at lavish television and print advertisements and determining how close the brand is to being a killer brand.

Nine times out of ten (and I’m being generous here), I can’t help but marvel at the small fortunes companies must be paying to smart, MBA trained marketing executives…yet getting so little in return.

]]> By: Frank Lane http://www.franklaneltd.com/linkage/totally-unexpected/comment-page-1/#comment-54 Frank Lane Mon, 25 Jun 2007 13:29:25 +0000 http://www.franklaneltd.com/?p=57#comment-54 Brad, Great point. Wendy is a confused, angry consumer. You are an ambitious, hopeful entrepreneur. Depends on from which side you look at the issue doesn't it? I don't think it is so black & white as following my book precisely as you kindly suggest, but I will say that looking at my career retrospectively, the closer I executed the three principle with brilliance the closer to success the brand involved became. No exceptions yet. Frank Brad,

Great point. Wendy is a confused, angry consumer. You are an ambitious, hopeful entrepreneur. Depends on from which side you look at the issue doesn’t it?

I don’t think it is so black & white as following my book precisely as you kindly suggest, but I will say that looking at my career retrospectively, the closer I executed the three principle with brilliance the closer to success the brand involved became. No exceptions yet.

Frank

]]> By: Brad http://www.franklaneltd.com/linkage/totally-unexpected/comment-page-1/#comment-55 Brad Mon, 25 Jun 2007 12:09:15 +0000 http://www.franklaneltd.com/?p=57#comment-55 I find this refreshing. Refreshing that some people don't get it. Refreshing that if a company wants to compete, they would have to put a substantial amount of effort into branding themselves. Refreshing that, unless they buy your book, study it, eat it & sleep it like we are...well, they won't have a chance =) Best Regards, Brad Floyd VP Marketing Comfort Innovations LLC I find this refreshing. Refreshing that some people don’t get it. Refreshing that if a company wants to compete, they would have to put a substantial amount of effort into branding themselves. Refreshing that, unless they buy your book, study it, eat it & sleep it like we are…well, they won’t have a chance =)

Best Regards,

Brad Floyd
VP Marketing
Comfort Innovations LLC

]]> By: Frank Lane http://www.franklaneltd.com/linkage/totally-unexpected/comment-page-1/#comment-56 Frank Lane Mon, 25 Jun 2007 03:10:06 +0000 http://www.franklaneltd.com/?p=57#comment-56 Wendy, Thanks for your feedback. As you know I don't even like commercials that wait until the end to tell you who they are. Remember the television show, "This is Your Life." They would have someone from the person's past off-stage telling something about the past while they guessed who it was. The guest was so busy trying to recognize the voice that they could not remember what was said. Commercials are like that. Is the consumer supposed to remember what you say about the product or who said it? You have to know who's talking first. Otherwise you violate Aristotle's first principle of Rhetoric, ETHOS, in the classic art of persuasion. Going the next step to not ever revealing the brand's identity may be fiscal lunacy. Frank Wendy,

Thanks for your feedback. As you know I don’t even like commercials that wait until the end to tell you who they are. Remember the television show, “This is Your Life.” They would have someone from the person’s past off-stage telling something about the past while they guessed who it was. The guest was so busy trying to recognize the voice that they could not remember what was said.

Commercials are like that. Is the consumer supposed to remember what you say about the product or who said it? You have to know who’s talking first. Otherwise you violate Aristotle’s first principle of Rhetoric, ETHOS, in the classic art of persuasion.

Going the next step to not ever revealing the brand’s identity may be fiscal lunacy.

Frank

]]> By: Wendy http://www.franklaneltd.com/linkage/totally-unexpected/comment-page-1/#comment-57 Wendy Mon, 25 Jun 2007 02:06:02 +0000 http://www.franklaneltd.com/?p=57#comment-57 Lots of companies are doing this and it is incredibly frustrating! They are banking on the hopes that people will get off the couch and do an internet search... Now, I am not in the business, but I thought the goal of advertising was to get people to buy your product. How are they going to feel compelled to do so if they do not know the name of your product and are too lazy or not curious enough to find out? (Especially when the next commercial is for a similar product, but they actually give you the name?) Why are they trying to make it more difficult? This ads to your comments about not forcing the consumer to think! Lots of companies are doing this and it is incredibly frustrating! They are banking on the hopes that people will get off the couch and do an internet search… Now, I am not in the business, but I thought the goal of advertising was to get people to buy your product. How are they going to feel compelled to do so if they do not know the name of your product and are too lazy or not curious enough to find out? (Especially when the next commercial is for a similar product, but they actually give you the name?) Why are they trying to make it more difficult? This ads to your comments about not forcing the consumer to think!

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