State of the Brand :: by Jason Voiovich

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

Fruit + Vegetable = Body Care Marketing Gold

Key Points:
1. The body and hair care market has seen an explosive rise in the number of fruit and vegetable-derived product ingredients.
2. The trend can be traced to the small – but rapidly growing – organic market as a whole, even if mainline market products are not really all that natural.
3. If you feel up to it, you too can create the next big product line, just follow my simple guide!

Losing “Freedom” won’t be easy

1. Leasing for the new One World Trade Center has proven difficult, and the name “Freedom Tower” was complicating matters. The Port Authority dropped it.
2. Risk analysts point to the name’s symbolism as a reason for terrorists to again target the site.
3. However, emergent branding tells us “Freedom Tower” is here to stay anyway, and planners would do well to take advantage of it.

Wisconsin’s new slogan might be ill advised, but it is not illegal.

Key Points:
1. Wisconsin’s new slogan has some individuals and companies in quite a tiz over possible trademark infringement.
2. This common string of words, however, isn’t really “protectable” in a meaningful way.
3. This is not a legal, but rather a branding problem: Wisconsin’s slogan fails the “uniqueness” test.

Spring Break in Mexico: Stay or Go?

Key Points:
1. Increased violence along the U.S./Mexico border has led the U.S. State Department to issue a travel advisory.
2. The warning has spooked some parents, but many younger spring break travelers are taking it all in stride. For now.
3. This issue has the potential to damage the image of Mexico as a tourist destination; they should act now to inoculate the issue.

Guns N’ Roses vs. Dr. Pepper

Author: Jason Voiovich Ecra Creative Group I am not sure who exactly at Dr. Pepper headquarters thought this was a good idea. The oddly-flavored soft drink peddler decided to give everyone in the United States a free Dr. Pepper on one condition: The venerable Guns N’ Roses needed to release their 17-year-belated studio album – […]

Only the strong (retailer) shall survive

Author: Jason Voiovich Ecra Creative Group We are seeing retailing Darwinism playing out as we speak. Last week, the warnings were grim. Holiday spending – the key indicator for retailing (and many would argue, economic) health – would show a marked decrease from the same period last year for two good reasons: (1) The obvious: […]

Rhetorical slight of hand from General Motors

Author: Jason Voiovich Ecra Creative Group Like hogs at the public trough. So predictable. After the financial industry had its day suckling the government teat to the tune of more than $1 trillion, the U.S. auto industry determined it was the next piglet in line. But to make a withdrawal from (what seems like) a […]

AT&T Wireless and VISA debit rebates: Yet another string attached

Author: Jason Voiovich Ecra Creative Group It was only a $25 rebate. After months of relentless advertising and a shiny new iPhone 3G, AT&T Wireless finally lured me away from Verizon. To console myself, I reasoned that most AT&T customer service horror stories were either apocryphal or exaggerated; my experience with the company in 1999 […]

I was wrong about Starbucks

Author: Jason Voiovich Ecra Creative Group My friends in Seattle seem to have good foresight. In February, I wrote a column entitled “The surprisingly costly $1 cup of Starbucks.” Among other things, it pointed out the apparent folly of the coffee giant as it lurched between store closings, menu shuffling, and remedial espresso training. My […]

A Vista by any other name…

Author: Jason Voiovich Ecra Creative Group If a child acted this way, we might call it a cry for help. But this is no little kid. And it is no little company. For Microsoft’s much-maligned Vista operating system, the company’s advertising seems to indicate an angry inner child bent on lashing out. The latest series […]

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Jason Voiovich
director_corporate marketing, Logic PD
Black Belt
Caffeine Addict

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