A polished Penney is still just a Penney

Vision: January 2012

...And no one wants a Penney.

At least that’s what performance under Ron Johnson’s regime would lead you to believe.

Released late February, Holiday/Q4 sales reports closed the books on the first operating year of a turnaround strategy that failed to take hold. In 2012, JCP amassed nearly a billion dollars in losses with revenue tumbling nearly 25 percent.

We weighed in on JCP’s new logo and their controversial pro-gay Father’s Day creative last year, so we’d be remiss not to comment on the changing of the guard.

Johnson Out, Ullman (back) in.

Johnson, a former star executive from both Apple and Target landed at JCP with such promise; now, ousted from his post as CEO after just 16 months. In a true “Leno 2.0” Tonight Show fashion, the board brought back Mike Ullman, a man who held the post for 7 unimpressive years leading up to Johnson’s arrival in late 2011.

Was it too soon?

Absolutely.

Erratic decision making is the mark of a [brand] in distress. You can have empathy for JCP’s plight; it’s easy to play “wait and see” when you’re not already fighting for survival.

As marketing professionals, we have a heightened sense of awareness for the idiosyncrasies of branding. But surely the general public can note there’s been something fresh and new with regards to the last twelve months at JCP.

Pricing – Weekly category promotions and erratic couponing were ousted in favor of everyday low pricing and simple sales.

Creatively speaking – There’s a new energy and spice in their fast-paced, musical TV spots; there’s a great vibrancy and flavor to their print ads and store fliers.

Looking in-store – Muddled cream subbed for bold white and crowded homogenous blocks of racks swapped for new “store within a store” boutique brands.

While the changes made might not have resonated with legacy shoppers, it was by design. Far too reliant on an aging population, Johnson’s JCP was meant to woo a new generation of buyers. And his leadership was pulled before the aura of the transformation had a chance to deliver new demo dollars.

Attention, Interest, Desire, Conviction, Close – remember the Sales Cycle from Marketing 101? Well, it takes time to work its magic. Johnson’s changes definitely secured attention and interest; maybe a bit of desire as well. But conviction and close didn’t come fast enough for the board.

Fool JCP once, shame on you. Fool JCP twice, shame on JCP.

What new vision does Ullman bring this go-around and what magic could it work over Johnson’s vision that would finally move JCP off life-support?

Is his (re-)post interim or permanent? Is the goal to win back legacy loyalists? Continue to rattle new, younger demos? Or, is it a mixture of both and a way to merely slow the pace of change?

Neither reign delivered dollars but at least Johnson’s JCP had personality and character. The brand felt alive once again. Although not part of Ullman’s vision, he’d be a fool not to carry the bulk of the new features forward.

The story isn’t over, but this marketing cynic is skeptical we’ll find a happy ending.

To be continued...

April 1 “Ads” – Foolish or Foolproof?

Move over, Black Friday and Super Bowl Sunday. There’s a new favorite in advertising, and it isn’t just about low-low prices, door busters, or the most creative (and expensive) 30-second spot.

April Fool’s is the day advertisers can really lie.

No foolin’.

It’s when we can put marketing of the normal product mix on hold to have a little fun and advertise things that don’t exist at all.

Brought to you by the internet and Social media.

Ten years ago April Fool’s Day ads weren’t even possible (or at least very economical). Traditional channels would prove too narrow and lack spontaneity. Use one of your über-expensive TV slots and hope people are tuned in? Post your joke on billboards and wait out a 30-day commitment? No thanks.

The web makes voice amplification easy. If Scope wants to “announce” a new bacon flavored mouth wash, all they have to do is post a video to their YouTube channel, push it to Facebook and Twitter, and wait for brand advocates to spread the word (see their awesome spot below).

But just because we can, doesn’t mean we should.

To Fool or not to Fool…

…THAT is the question. Seriously, what value does it serve?

When done correctly, you’d be a fool NOT to do it.

April Fool’s Day ads enhance brand personality and consumer affinity.

It comes in many flavors (including new flavors). But also, changes in policy, new product launches, and product line extensions.

And as a joke, we’re not bound to deliver on the message, so it affords marketers the opportunity to REALLY let loose and get creative.

When to do it: 30k Feet’s Guideline to Foolproof April Fooling

To mock yourself

Google produced several spots, all touting new features or technologies.

Google Nose, Treasure Maps, the Levity Algorithm, and our favorite, Gmail Blue (just like Gmail, only bluer)

All are produced in Google’s signature style. You know, multiple camera angles that deliver heartfelt testimonials by tech designers, all brought to life on a bed of soft, compassionate elevator music that crescendos to a BIG reveal…

“What does a ghost smell like!? Google NOSE!”

Google KNOWS how to poke fun of itself (and we applaud the humility).

Need to see some more self-deprecating ad-humor? Check out Groupon’s GrMail – electronic madlibs, it's the iDEAL way to use email! :)

To mess with your competitors

Don’t want to get tagged, caught ‘gramming, or hashtagged? Jump in the suit.

Microsoft’s “Do Not Tracksuit” is supposed to make the wearer completely invisible. It’s also a nod to the software developer’s latest pitch of differentiation against Google when it comes to “respecting” user privacy.

A video would have been a nice way to really get the message out there – but it is Microsoft’s first April Fool’s. Have to learn to walk before you can run.

To soft-pitch legit features

Honda used April Fool’s Day to “launch” HondaHAIR – the first in-car flowbee hair trimming tool. Conveniently enough, the bogus attachment pairs with the totally legit new HondaVAC, available in the upcoming 2014 Odyssey. 

In its final moments, the commercial bounces back to a shot of the vacuum in action on spilled cereal – now isn’t that brilliant? “It sure is!” –kid in the commercial.

When it matches your personality

If you’re a zany, unconventional brand, it fits the bill. That’s Scope; at least that’s who scope wants to be. They’ve gone through a brand revamp in the last year or so – and this spot should be right up their new target demo’s alley.

5 days, nearly 4 million views. How else would Scope get young people talking about mouthwash? And the ad is produced well and feels authentic. Our fave April Fool’s for sure!

When it’s the exact opposite of your personality

The other side of the coin.

Seriously; tired, stuffy brands that are looking to grab attention might find an April Fool’s prank to be just the trick. Let’s say the Quaker Oats man got retooled as a hipster? You’d pay attention, right? You’d respect the company’s attempt at humor and maybe, if they paired the mock-announcement with a soft product launch, you just might pay the brand a visit next time you’re at the grocery.

Snickers Snickettes, Seamless' Deluxe Delivery, Conan State University, and American Eagle’s Skinny-Skinny (spray on) jeans.

AdWeek did a great job at gathering all the major 2013 April Fool’s ad spots.

Which are your favorites? Which miss the mark? Let us know! >

 

A New Bird in the Sky? American Airlines

Who said bankrupt companies can’t spend gobs of cash on rebranding?

Image is important; you’ll hear no argument of the contrary here.

And when you’re staring the prospect of dissolve dead in the face; image can be the Hail Mary pass that keeps you in the game.

You’re clear for takeoff, New American Airlines…

I thought it was older…

Designed back in 1968, the current mark is quickly approaching 50. How can something feel so iconic and yet so ordinary at the same time? Helvetica bold with tight kerning; is that what it boils down to? And while the red feels a bit brighter, I know that blue is straight off the American flag.

The eagle is the most inspired piece of the puzzle, but rigid and hard – more suited to stand for a government entity or military service. A quicker glance and it almost looks like an abstract take on the cancer support ribbon (sans top fold).

The new AA…

For the first time, AA’s logo and brand feel separate but equal parts of the full identity.

Here the font is just a touch more casual; sharp edges are sanded down for a softer, less drastic appearance. Gone is the Betsy Ross era of shared colors. The new brand bestows upon the text a rich navy-gray while the logo itself calls upon a bright range of both red and blue.

And what about that “logo?” Is it a bird? Is it a plane (wing)? Maybe both. Regardless, it gives the brand some depth and movement that the old logo lacked.

Applied to product, the introduction of a third brand element on the tail is lost on me. It feels a bit too patriotic (the bad kind) and basic; as if it should be eminent domain of the American people and not tied to an individual brand (however “American” they may be).

Why not simply apply the new eagle/wing logo to the tail?

So, what do you think?

We approve.

The first new logo of the year, and it couldn’t have gone to someone more in need.

How did we miss AA when we assembled our 2013 new logo wish list?

But will the change be the fresh start American needs or just a blip on the radar as they fade into the sunset?

Only time will tell, but never underestimate the power of new visuals.

The key lies in follow-through. A logo is highly salient; but all brand interactions, customer service, in and outside the cabin, need to follow suit if AA has any chance of escaping the ailing sentiments now associated with their name.

Wendy’s to get a facelift in March 2013

It’s certainly been a busy year for fast food/casual dining chain revamps. First it was Domino’s, then Arby’s and now a major shake-up expected at the world’s third-largest quick-service hamburger company.

Set to kick off in March of next year, Wendy’s says their new logo will crystallize the total brand transformation that’s already underway.

So let’s see it.

It’s the first change in nearly 30 years, so you knew it was going to sting.

While Wendy’s says it’s innovation and fresh thinking that all the while stays true to the company’s core values as a distinct and beloved brand.

We say it’s a 50’s soda shop. The font is sloppy and feels too playful, as if the goal was to hand brand resonance over to five year-olds.

Wendy’s IS Wendy. While there’s no denying the importance in retaining her image, this version is too cartoon-y for me; leaving the brand locked behind the times.

It just doesn’t jive with the Wendy’s of today (but maybe that’s the point?)

While our initial reaction was “yick,” maybe we just need some more time. Maybe that’s why Wendy’s previewed the mark nearly 6 months before its intended “official launch?”

The new logo does some things right.

The Wendy we've known for the past 30 years...

Compared to its brand incumbent, the new mark is drastically simpler and therefore, better suited for mobile-/virtual-consumption – (a shift we’ve touted as a new logo must-have countless times before). For the first time since ‘83, it floats frame-free and feels less like a sign and more like a brand.

Yellow only seems to work on McDonald’s. By dropping the eye-squinting gold and antiquated black “iron gate,” Wendy’s instantly feels less garish and greasy.

It retains Wendy, although I’d like to have sampled a version or two that took the icon in a more abstract direction – just the hair? A side profile with tighter crop? A close up on an eye with freckle and crop of hair? The logo and character blend and become one? – something less literal and more clever.

 

Additional information on the brand re-launch here.

And the logo is just part of the Wendy’s brand renaissance.

Restaurant “Image Activation” – a strategy in new store concepts that is bold and ultra-modern in design.

Early concept restaurants boast new lounge seating and fireplaces, flat-screen TVs, and Wi-Fi; updates that have generated strong increases in traffic; boosting same-store sales 25% at minimum.

And Wendy’s isn’t kidding when it comes transforming its in-store experience.

By year-end there will be 75 re-imagined restaurants domestically (that’s 3 months pre-launch). And while the company plans to overhaul 50% of its corp.-operated locations by YE 2015, they’re also providing up to $10M in incentives to franchisees who re-image their restaurants by the end of 2013.

All brands need to evolve.

Maybe we just need to see the logo paired with other “Image Activation” brand elements; new packaging, advertising, restaurant signage, employee uniforms and a refreshed website. It could grow on us.

What do you think of Wendy now?