Posts tagged branding news
When I found out that Blockbuster Video was no longer giving out late fees, I was ecstatic. Netflix’s ability to distribute videos fast and accurately through their Netflix factory threatened Blockbuster’s future in the movie rental industry. As Netflix continued to gain customers through on-line/mail-out rental programs, Blockbuster needed to act. Treating customers to no late fees was their most viable solution.
However, 6 years later the failed brand, Blockbuster is looking to reinstate late fees, charge more for new releases and do anything in its power to stay afloat. So what’s missing from their efforts? Branding.A CNN Money article quoted Blockbuster analyst, Michael Pachter saying, “Blockbuster is trying to keep itself from bleeding to death, but they’re putting on a lot of Band-Aids.”
This entire Blockbuster fail must be evaluated so that the brandability of Blockbuster can be reassessed. Before 2004, Blockbuster generated 20% of its sales from late fees. Customers, just like me were sick of the fees and found mail-out movie services like Netflix to be more convenient.
Once Blockbuster saw the competition they cut late fees, but failed to come back as masters in the movie rental business. Instead, they’ve focused on getting new releases to customers, saying that 80% of their rentals are in that category. They never took in to account that people were fed up with the late fees and unable to forgive Blockbuster for their bad business. What they really need to do is show us that they want us as customers.
How are you going green? That’s what everyone was asking at the Go Green Expo in New York City over the weekend. Many companies came decked out in eco-friendly apparel and used environmentally friendly products to bring in the customers.
What else draws in the new clients? Celebrity status.That’s what the creators of this water-less tooth brush were thinking when they got Dina Lohan, to lend her families scandalous name to the product. Named the “Aqua Freedom Green Lohan Toothbrush,” this new product promises to lessen water usage in the bathroom by 2 gallons a day with its waterless design. This toothbrush does require battery operation, but because of its dramatic no-water needed design, it ends up being very sustainable.
Gossip god, with green goals, Perez Hilton blogged, “How much did she pay to get her name slapped on that contraption?!” The question remains unanswered and the branding power of a seemingly washed up “celebrity mom” will soon be seen as the waterless toothbrush becomes available to the public.
Perhaps this product launching is really a test for Dina Lohan. Will this waterless toothbrush teach her and the estranged husband to shut their mouths? Will an oral fixation to this toothbrush help Linsday Lohan from sticking other substances up her nose? Will the Aqua Freedom Loha- seriously? I could brush my teeth and floss in the time it takes to get the name of that tooth brush out.
So let’s move on to another eco-item from the Go Green Expo that used celebrity status to gain attention. The name, “Obama Beads,” says it all. Founder, Kathe Kexel joins with a group of women in Uganda called the, “Mama Kazi,” to create beautifully handcrafted beads. But what makes them eco-friendly?
After President Obama’s massive campaign efforts, a huge donation of his promotional flyers, pamphlets and posters were shipped over to Uganda. The papers are tightly cut and rolled into beads from the papers and laminated for reduced wear and tear. Though Obama isn’t an official spokesperson for Obama Beads, the concept is smart and I’m sure he’d be happy to know that his campaign materials are being recycled!
The women in Uganda who craft each unique piece of jewelry or clothing are paid a living wage and therefore granted greater oppoutunities in their country.
So what eco-friendly item do you think used celebrity branding best?
In textbooks, President Obama will be praised as the first African American president of the United States of America. Now I’m wondering if he’ll be praised for signing the U.S. Travel Promotional Bill in early March.
The legislation that was just signed into a law will require oversea visitors to the U.S. to pay a $10 fee every two years. The $10 will then be matched by a private sector in the U.S. President of the U.S. Travel Association, Roger Dow said, “By signing the Travel Promotion Act, President Obama has acted to support the power of travel to serve as an economic stimulant, job generator and diplomatic tool.”
This new non profit corporation will promote tourism spots in the U.S. while educating visitors on security policies while traveling here. It will create new jobs and help to brand the U.S. as the number one travel spot. Check out the awesome chart of the most popular tourist destinations below and you’ll see that the United States holds 18 of the top spots.
So how will the U.S. Travel Promotion Act further our tourist success? My guess is that many promotional products will be put into use. Perhaps airports will offer travelers entertainment while waiting and greet visitors with fun giveaways.
The terms on the law and actions that will be taken to promote tourism here have not been disclosed, but between the next 2 to 12 months, board positions will be filled and a payment plan will be formatted for foreign travelers to pay their $10 fee.I’m excited that this means big opportunities for branding in the U.S. and I hope that the board enlists innovative minds who will create a fun, informative and fresh approach towards tourist marketing here in the United States.
If you checked out the Academy Awards you know Kathryn Bigelow became the first woman to receive an Oscar for best Motion Picture, The Hurt Locker. You know that Jeff Bridges finally and rightfully won for best male actor award for his role in Crazy Heart after his fifth nomination since 1971 and you know Sandra Bullock made her first nomination count with an Oscar for best lead actress and a tear jerking acceptance speech.
But before the glitz of the big awards, the winner for Best Animated Short Film was announced. Holy moley promotional items buzz – or should I say branding buzz. The French made, Logorama took the award for their wonderful short film that can be described as nothing less than logomania.
Have you ever wondered how your favorite brand mascots would interact with one another? Have you questioned Mr. Cleans sexuality? Have you ever wondered what the Pringles man would order for lunch? Well now you can find out.
The French group, H5 presents Logorama a short film about, “…an over-marketed world built only from logos and real trademarks that are destroyed by a series of natural disasters (beginning with a hurricane, cyclone, tidal wave…”
Logorama incorporates almost 30,000 logos from around the world and works to show how over the top marketing can be. However, this film is not a knock at the work with branding we do, it just shows that too much marketing can’t be a good thing.
Creator, Nicolas Schmerkin made a point to thank the, “Over 30,000 unofficial sponsors of Logorama during his acceptance speech. When asked earlier if permission was granted to use the logos Schmerkin and his H5 team simply replied, “Of course not!”