State of the Brand :: by Jason Voiovich

A weekly discussion of how branding affects the world around you.

A very important ad in a very ordinary campaign

1. Even in an age of geckos and cartoon crime-fighters, most insurance ad campaigns are pretty boring. Nationwide’s latest blitz is no exception.
2. However, one ad in the series – featuring an blind employee with Asperger’s – stands out and breaks through.
3. Some may make the argument that his disabilities are distracting, but I contend Nationwide made a smart and courageous choice to reach their target audience.

The canteen: Disruptive re-innovation

1. Plastic water bottles are an undeniable environmental disaster, contributing tons of plastic each year to the Texas-size Pacific Garbage Patch.
2. Bottlers have an incentive to fix the problem and save their $11 billion cash cow.
3. But canteens – repositioned as fashion accessories – are making a strong return, and could eventually cannibalize 30 to 40 percent of the market.

Watching Weight Watchers

1. Conventional wisdom tells us the down economy should negatively impact Weight Watchers International and businesses in its category.
2. However, Weight Watchers has positioned itself ideally in the public mind and within the medical community.
3. When the times comes (sooner than we think) for sliding-scale, health-impact pricing, Weight Watchers will benefit from insurance plans who adjust premiums based on health metrics.

Spook recruiting at the CIA

Key Points:
1. Hemorrhaging job losses in the financial sector make recruiting easier for the CIA’s financial counter-terrorism division.
2. The agency should experience short-term success with a combination of decent pay, patriotic appeals, and challenging work.
3. Long-term image problems remain, however, and the CIA must act to retool its image to retain its young and talented financial agents.

Micro-marketing magic in the Target proxy fight

1. Hedge fund manager William Ackman saw an opportunity to shake up the board of directors at Target, but the company used its marketing muscle to put down the challenge.
2. The campaign had all the makings of a classic, well-executed political campaign with direct communication with voters.
3. What made the campaign game-changing was the outpouring from the social media and blogging community (over 10 to 1 on Target’s side) – a strategy other proxy battles are now likely to employ.


Jason Voiovich
director_corporate marketing, Logic PD
Black Belt
Caffeine Addict

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