Jazz returning to old logo?

I think its a good move. Actually, I think it's a great move.

I read the Utah Jazz are thinking of returning to their old Jazz logo complete with the New Orleans Jazz Note symbol. I'll put a link to the article below, but I just wanted to share a few thoughts on why I think its a good move.

1. Differentiate. When the Jazz went away from the "note" logo of the past, they also distanced themselves from what set them apart. The Jazz had deep heritage and background. Famous players like Pete Maravich, Ricky Green, Darrell Griffith, Karl Malone and John Stockton-all wore at some point that note on their Jersey. When the Jazz decided to change, those icons and traditions went away as well. In branding, you have to have consistent and repetitive reminders of what makes you different.

2. Update not Overhaul. The Jazz also ignored a major branding law in my eyes. Logos can and should be updated and refreshed. But never a complete overhaul. They very well could have updated the "note" logo to provide a modern and current feel, while keeping the traditions and reminders of the past. Branding isn't a quick fix solution, but a long term "in-it to win-it" attitude.

Read article here.

Sponsorship Stats

Thought this was a good post by IEG regarding Sponsorships. Now...how about activating those?

IEG Property Survey: Largest Categories Account for Fewer Deals

If there is one thing made perfectly clear by the findings from IEG’s latest annual survey of properties, it is that the old stand-bys are no longer standing by.

When it comes to the categories most active in sponsorship, the major players remain the same for the most part—beverages, telecommunications companies and even banks and autos—despite their industry woes—show up on sponsor rosters more than any other industries. But the degree to which they appear has greatly diminished.

For example, in 2000 the nonalcoholic beverage category was number one in the number of properties reporting a sponsor from the category at 42 percent. This year, the category is still number one, but with just 31 percent of nearly 2,300 properties saying they have a nonalcoholic beverage sponsor.

Among the top 10 categories, telecommunications is the only one this year to increase the percentage of properties citing sponsorship from at least one company in the category, growing from 18 percent in ’08 to 25 percent in ’09.

The overall decline in the portion of sponsorship rosters claimed by leading categories continued a general trend that had seen a one-year reversal in ’08, but now appears back to the pattern witnessed for most of the decade.

The upshot for rights holders is that they cannot rely on the usual suspects to account for the sizable chuck of sponsorship revenue they once did.

Table: Most Active Non-Media Sponsor Categories

Category	2009 (%)
Nonalcoholic beverages	31
Bank	28
Telecommunications	25
Automotive	23
Beer	19
Specialty Retail	14
Insurance	12
Financial services (brokerage, mortgage, etc.)	12
Airline	11
Food	11

Figures represent the percentage of properties reporting sponsorship from at least one company in each category.

Mother Knows Best

“Economic downturn,” it’s a phrase we’re totally sick of hearing, but maybe instead of trying to pretend it’s not there, we should stop and pay attention.  We’ve heard that somehow we can make lemonade with these recession lemons.  How? Let’s start with mom’s.  There’s a really great article that explains how to market to recession moms. (http://promomagazine.com/retail/news/marketing-recession-tips-0428/index.html)  Really it seems as though experiential marketing, sampling, guerrilla marketing, etc. may be the way to go with these newly created prudent shoppers.  We’re seeing less and less of the spontaneous, spur-of-the-moment shoppers and more and more of the wise, cautious shoppers.  This is why experiential marketing is key.  Shoppers need to be able to try the products first-hand now.  Also, they’ll need to understand how this product is worthwhile financially.  The shopaholics’ days are numbered.

Have you heard of the new human race, mommy bloggers?  You may even have one living and breathing in your home.  Not only that, but their population is exploding.  Tropicana’s decided to accommodate this new market by creating an online digital kitchen specifically for these tech-savvy mommas. http://www.blogher.com/groups/juice It’s a great form of viral marketing that allows women to share their kitchen, health, and whatever other secrets they’ve learned about woman-living.

If you’re doubting the kind of pull that these online moms have, just read about the Johnson & Johnson Motrin video ad that was taken off the internet within an hour due to mother’s complaints. (http://bigfatmarketingblog.com/2008/11/19/mothers-brigade-on-the-march/)  How many of us listen to our mothers?  Now mom’s have found a voice like never before, which can mean great and terrible things for business.  We just have to get the moms on our side.

Social Media's power

Recent post by Jason B. who just started working with us:

I just started with MINDWISE this week, and while I have had some previous exposure to nontraditional, and social media marketing I have learned much more about the industry in general since I began working here.  It fascinates me how much marketing power there is on the internet.  By now, most people are convinced that they can use Facebook, Twitter, YouTube, and the internet in general to effectively market their business, but it seems businesses have not quite figured out how to harness that power.  Some have had successful internet and social marketing campaigns, but I don’t believe that anyone has been able to grasp the full power of social media marketing.

It seems the real power on the web lies in the hands of those who don’t care to use it for commercial purposes.  Social media has grown extraordinarily fast, not because people want to be able to connect to businesses and marketers, but because they want to connect to friends and family, and be entertained.  This can horribly bad news for businesses, or a fantastic way for them to get positive worldwide exposure, depending on the side you end up on. 

Recently a few Domino’s employees posted a video on YouTube of one of them sneezing on a sandwich, sticking food up his nose before it was sold, and a number of other dirty deeds back in the kitchen. (more)  Though the video cost nearly nothing to make, it had a bigger impact on the minds of consumers and the general public than many of the expensive campaign that are being ran on the web by big businesses.  It was simply entertaining and interesting enough for everyone to pass on.

Now Domino’s is trying to combat the effects of that video by posting a YouTube video of Domino’s USA President telling us all about what they’re going to do to remedy the problem.  But somehow that video doesn’t have the same viral affect.  I just can’t picture many high school or college students would pass around the video of a CEO reading a scripted apology.  But that video of the kids screwing around in the kitchen?  Sure it’s gross, but I would be a lot more likely to pass that on to friends.  It’s entertaining.

Ford is now running a promotion that is trying to take advantage of any and all social media platforms. (more) They chose “agents,” that had a significant presence in the social media arena and gave them new Ford Fiestas to drive around in.  They essentially are letting the agents do what they do best: have fun and tell all of their friends and internet followers about it.  Videos will be uploaded onto YouTube, they will be blogging about their adventures, and sending Twitter updates like they normally do, getting great exposure for the new cars.

Ford is definitely taking the right approach on this one.  They are not trying to control the social media beast but they are feeding it and trying to point it in the direction that best suits them.  They are getting a number of influential people on their side and watching to see how it all plays out.  They don’t know enough to do more than that right now; nobody really does.  This will be a fantastic learning experience for them, and for anyone who cares to watch- take notes.

Jason B.

MINDWISE

Who says this is Guerrilla Marketing?

I just read an article in AAAA Smartbrief (an Adweek article) with the headline of: T.J. Maxx, Marshalls team up for TV, guerilla effort

So as we specialize in Guerrilla Marketing, I naturally gave it a read. After chuckling at the classification of Guerrilla Marketing, I thought I'd offer my 2 cents.  Although I agree the platform and message are creative, labeling this as "Guerrilla Marketing" seems a little too far fetched. Let's call this what it is: Outdoor. (Out of Home even) It seems with all the buzz about Guerrilla Marketing, many brands, agencies and others want to jump in the sandbox and start playing...although they don't really know the rules.

Here's a few suggestions on what we would have done: What if they had this same group of women "intervene" with real shoppers on the streets of these large cities, with Marshalls and T.J. Maxx shopping bags...directing shoppers to stores with promotions, coupons and special offers. And how about static displays of these same women- only this time as mannequins, in public areas sporting the shopping bags and directional messaging...and what about teaming up with non-competing businesses to lease their window displays (live mannequins?) all promoting the "intervene" theme...now THAT would be Guerrilla Marketing.

read the article here.

Dr. Pepper Snapple INCREASES Ad spending in recession!!!!

I just read a great article about Dr. Pepper Snapple increasing their advertising in this recession. While others are doing the opposite, its nice to see/hear about those who dare to challenge the status quo. 

In the past couple weeks i've heard first hand from a couple close marketing executives about the "need" to scale back and how things have been cut. How about the "need" to come out of this economic downturn in better financial shape?

Spread this article around and let's get people preparing and planning for the future the way they should...by standing out in the marketplace and not hiding.

Read the article HERE.

Twitter IS marketing...if you use it correctly

I hate to admit it but I am following John Mayer on Twitter. I thought I'd share clever example on how brands can use twitter, as a genuine marketing tool.  Basically John Mayer was just twittering about how cool it'd be if one of the celebrity mags had a headline that read "John Nails Solo to Wheel" (one of his songs). OK magazine caught on and quickly obliged and posted it-which he shared with his followers. You can read the whole article (and see picture) HERE.

Great example of Guerrilla Marketing and a brand INTERACTING with a core audience. Especially one as large as John Mayer's following. I think it's over 300 thousand now. Great exposure for OK Magazine.

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