I am not sure if it is anti-American to criticize the quality of Super Bowl commercials, but I want to go on the record of saying I thought the ads during last night's 79th Annual Academy Awards were far better. Entertaining, touching, and memorable were consistent features. I especially liked the JC Penny and Saturn ads.

As a movie addict, I must also say that last night's show was the best and most entertaining AA that I have seen in many, many years. Ellen DeGeneres did a fabulous job, the added entertainment with dancers and song numbers were terrific, and it didn't last all night long!

Congrats to ABC for their quality, and family-friendly, production. This is the first time I've ever felt comfortable having my two children watch the Oscars. If this one doesn't earn an Emmy, I'll be very surprised.

Posted by David Kinard at 11:37 AM | Permalink | Comments (0) | TrackBacks (0)

This week's Marketing Matters Live radio program featured Stephanie Kusibab, channel manager of strategic accounts at GBC. The topic was how to use brand compliance to help tighten up and strengthen a company's messaging platform.

While the topic wasn't anything revolutionary, what I found most interesting was her definition of compliance...not confusing the customer at the point of interaction. Going into the show I was a bit predisposed to the topic thinking of compliance in terms of rules and regulations -- somehow ending up as a brand nazi -- something that marketers don't need to deal with as our plates are already full.

I have to admit I found the interview a bit convicting. Although I knew all the reasons why I need a brand compliance program for my company, it was a nice reminder to actually make it. Stephanie offered a no nonsense approach...1) Find out what you know, and what you don't about your brand including what are the personal and non-personal interaction points. 2) Create your brand guide that lists out how logos are to be used, what words are used to describe your brand (and what they mean), any pictures used to illustrate your brand, and at the deepest level, what is your company's brand promise and messaging. Then, 4) communicte it just like you would a great external campaign -- except that this one is internal.

Simple but good advice from a binding company that has seen the best and worst of what we marketers can do.

Posted by David Kinard at 6:32 AM | Permalink | Comments (0) | TrackBacks (0)

In a comment to one of my recent posts (Discounting Opinions), John Cass offered up a good suggestion to discuss how can we as a marketing community provide the case studies and results to convince senior management that the marketing model is the right strategy to follow? I am sure someone out there has some clear, concise, and even fiscally-oriented resources that would be helpful.

So, if you have materials, data, or information you use to back up your claims supporting the marketing model, be sure to share those things with us!

Posted by David Kinard at 11:27 PM | Permalink | Comments (1) | TrackBacks (0)

A colleague came into my office the other day and said, "David, no one ever buys anything anymore unless it is on sale. So, we should always have a sale going." I just stared at him in disbelief. First, it should be noted that the person making the comment was a CFO. I was shocked that a CFO would so readily apply discounts to generate sales. But I was more surprised by the broad application of his generalization.

Of course, as a marketing veteran of 20 years I knew that his statement wasn't absolutely true. Yes, people often wait for sales before making a purchase, and that incentive is what clinches the deal. However, I think this is more true of commodity-based items, not for luxury or experience purchases. Sure there will be a segment who only buy on price, and the discount is a huge helper, but at what point do you move away from that segment and work toward the segment that buys on value.

In the end, it was just a matter of opinion...his versus mine. But I did have a few fleeting moments of doubt...wondering if we as marketers have convinced ourselves of what we want to believe, and have gathered the data to support our claims. Marketers and marketing in general have complained for years that we lack a voice at the strategy table, that we are viewed as an expense rather than an investment, that we are not taken as seriously as we feel we should. I may have been right in the long run, but when the sales bell rings on the days we have sales more than the days we don't, I can't fault his strong belief.

Posted by David Kinard at 11:35 AM | Permalink | Comments (2) | TrackBacks (0)