Target and Neiman Marcus to share a cart this Holiday

Black Friday Door-busters Beware!

Move over $5 toasters and $20 blu-ray players – Neimans owns a piece of Target’s sales floor this holiday.

The two merchants from seemingly opposite ends of the spectrum announced their Q4 partnership earlier this month.

At first, the pair seems a bit ill-fit.

What can a purveyor of $3,000 handbags have in common with a retailer who earns much of its keep off staples like laundry detergent and food?

But this is Christmas; a time as good as any to put aside our differences and celebrate!

And maybe they aren’t so different?

“The same” in all the right places…

While Neiman-Marcus specializes in designer exclusivity and (ultra) high fashion and Target strives to deliver affordable style onto the masses – both appreciate design.

And with no pre-existing, over-lapping SKUs – the two retailers can both win by playing off the synergies inherent in their respective brand positioning.

For Neimans – Exposure to next-gen affluence.

NM’s affluent consumer base might finally be back to splurging this holiday season, but they aren’t getting any younger. There’s no question that Target’s 20-, 30-something audience skews more fashion-forward and affluent when compared against key competitors in the same space.

The joint-collection will introduce the Neiman nameplate to consumers on the up-and-up – young, urban-bound professionals who are yet to establish loyalties in the high-fashion retail world.

For Target – reaffirmation of “most luxurious by comparison.”

Like last year’s collection by Missoni and this spring’s by Jason Wu, Target is always looking for new ways to boost its fashion-forward image.

As Wal-Mart continues to clamor its “low price guarantee,” Target holds its own, differentiating with store-exclusives that remind customers to “expect more.”

For both – a coal-free Christmas!

More on the line:

Expected to hit both retailers in early November, the holiday collection will boast more than 50 exclusive products designed by 24 key logos from within the Neiman-Marcus portfolio (including Oscar de la Renta, Diane von Furstenberg, and Derek Lam).

The assortment will have dedicated space on both stores’ floors and, like Target’s Missoni line last fall, are expected to be in short supply.

We can’t wait to see it! (And despite the shake-up with creative agencies, we remain hopeful that Target’s Christmas Champ is back as head promoter)…

Just Because it Tweets Like a Duck...

I mean, what is this!?

I realize that for consumer brands social media is all about invoking meaningful engagement with customers; that it should be conversational and not 100% promotional.

But to carry on as if you’re just another (human) connection reaching out for compassion and relate-ability?

How can a business have a case of the Mondays?!

I could see validation in this tweet if it were posted by a small, single-unit shop – a hair salon, for example.

Picture a staff of 5-10 stylists and manicurists who, through the process of early morning chit chat, come to agree they all feel a bit sluggish. THAT type of situation might warrant such a tweet (and even then, should STILL coincide with a promo):

Are we to assume that McDonald’s first distributed a corporate email to vet their claim?

That a majority of their team (HQ and restaurant staff a like) agreed to having a “case of the Mondays?”

As a socially connected patron, should I be prepared for compromised customer service or food quality because of this corporate-wide “off” day?

If I roll up to the drive thru and express empathy will the order-taker appreciate the sentiment or go on the defense and snap at me?

I’m being a bit ridiculous, I realize – but hey – a bit of satire does the body good.

Besides, the basis of my argument is true.

Do this (not that):

First, let me just say that I love how Dunkin’ Donuts uses the “DD” any chance they get, parlaying brand elements into the conversation.

More importantly, instead of expressing synthetic emotion and asking open-ended and ultra-vague questions about their patrons’ weekends, this tweet opts to engage (and soft-sell) followers with multimedia content.

DD doesn’t pretend to be just another human tweeter in your feed, but a conduit for sharing the brand experiences of other human tweeters.

Why doesn't Ronald tweet?

Just a thought, but if McDonald's wants to tweet in a one-to-one fashion, why not employ one of their beloved characters as the "author?" I'd talk to Grimace or the Hamburglar!

I realize Ronald has taken a bit of a backseat role in branding at McDonald's, but "chatting" with a character would feel more real than doing the same with a corporate logo.

I don’t mean to pick on McDonald’s.

In truth, both companies post some pretty lame tweets now and again.

As Social media continues to evolve within the marketing mixes of B2B and B2C brands alike, striking the right balance between pushing business and sharing experiences remains TBD.

Both McDonald’s and Dunkin’ seem to be at the forefront of what’s right (most of the time).

Maybe the joke is on me.

While I maintain that the “case of the Mondays” tweet undermines the intelligence of the McDonald’s fan base, it appears it got great traction:

 

Retweets, Favorites and Replies (not included).
Who are the users engaged by this type of drivel?!

Perhaps my gripe is with them… ;)

Applebee’s Stokes the Fire

Last month we discussed Burger King – this month, it’s Applebee’s.

Seems everyone is updating their menu these days. And why not? New is everything.

Turns out old habits don't die hard. When it comes to taking the family out to dinner, everyone wants to check out the latest joint.

Applebee’s has been “part of the neighborhood” since 1980. If there’s one thing they can teach us it’s that you don’t have to be the newest place on the block so long as you have (one of) the newest menus.

If I may get philosophical for a moment…

Managing a restaurant empire is a lot like building and maintaining a campfire.

At first, growth comes easy – adding a new location is like throwing another log on the fire – more surface area means more heat, flames, and a bigger burn.

But you can only stack on so many logs – after a brand has reached full saturation in a particular market, the only way to grow sales (and keep the fire alive) is by shaking things up.

You have to stoke a fire to keep it lit – and that’s exactly a new menu can do.

Applebee’s takes a different approach in promoting their new, affordable “Fresh Flavors of Summer.”

Make no mistake; if unveiling “new” appetizers, entrees, and desserts weren’t the ticket to jump-starting lagging sales, fast-casual dining establishments wouldn’t do it year after year.

Applebee’s latest commercial spots are part of their new “See You Tomorrow” campaign and prove equal parts new menu and up-market repositioning.

The spots are the first by new AOR Crispin Porter + Bogusky (CP+B):

Both feature “in-house culinary experts” – one presumably at an industrial-strength test kitchen and the other traipsing through a sun-soaked, remote sourcing farm.

The men get “carried away” describing the über-fresh ingredients and perfectly harmonized flavors; all until an anonymous narrator interrupts, bringing each rant back to earth.

“They just wanna know if it tastes good, that it’s a good value and it tastes good.”

We all know the style of restaurant advertising they’re mocking here – staged “straight talk” dissertations on the sacred provenance and superiority of a promoted chain’s raw materials.

Well played, Applebee’s. Relatable, cute, and significantly less cheesy than more recent ad spots.

But does Applebee’s want to have their (better quality) cake and eat it to?

Although the campaigns come across authentic, the cynic in me sees some double-talk.

So Applebee’s wants to cast itself as being part of the (growing) movement towards fresh, better quality menu fare – all the while distancing itself from the pretentious divinity all too prevalent among today’s food zealots?

Or, are they saying with Applebee’s you truly get the best of both worlds?

That is, top-notch cuisine, world-class flavor – all without the placating, “holier-than-thou” attitude and prices?

I guess it’s a whole new neighborhood! (Once Again)

Istanbul, Tokyo and Madrid Hunt for Gold (in 2020)…

Got Olympic Fever?

The London games kick off one month from today.

I’m not the biggest sports enthusiast, but I’ll tune in for the pageantry and OTT fanfare (oh, and gymnastics). There’s something special about the promise and promotion of peace during the Olympics – the music, the lights, the poetic verse coupled with opportune images of tearful competitors…

Under any other circumstance, the very mention of peace can feel like a placating pipe dream.

While the torch burns, however – it feels within our reach.

Where was I going with this again?

Oh, yeah…FWD 8 years,

The 2020 Candidate Cities have been chosen!

Istanbul, Turkey | Tokyo, Japan | Madrid, Spain
(although I suppose you figured that out from the title)

And here’s where 30 Thousand Feet comes in – the logos!

The bidding process has come a long way since the inception of the International Olympic Committee (IOC) in 1894. While technology and CAD-generated renderings bring would-be Olympic villages and arenas to life, the logo still remains a HUGE part of the bid.

It needs to communicate the defining qualities and rich heritage each candidate city would bring to the games. It has to be both aesthetically pleasing and psychologically motivating.

The logo is a HUGE part of communicating vision and (ultimately) securing the Games!

And so, let’s take a look.

While Madrid and Tokyo have already unveiled their bid logos, Istanbul is leaving the decision in the hands of the Turkish people. Here are the final 5 logos in competition.

The National Olympic Committee of Turkey (NOTC) plans to announce the winner just prior to the opening ceremony of the London games. But for the sake of discussion, let’s select our favorite now.

Number 2, all the way.

Now, I’m not Turkish. I lack the luxury of calling upon a native heritage when levying my vote (I did spend the better half of day in the country last year, does that count?).

But I do know marketing, branding, and I LOVE logos.

      Support rationale in order of rejection: 

      1). Too simple and too American. It might be all that patriotism coursing through my veins, but this version falls flat and feels too western world. I want to see more ‘Turkey’ in the logo!

          4). Yow-za. I’m not even going to mention what this one resembles (although, I suppose it would fly below radar of those spectators too young to have taken Sex-ed).

      5). Holiday wreath meets psychedelic pinwheel – it’s OK, but the array of colors is bound to clash with the mandatory Olympic rings.

      3). Runner up. Simple, but not too. Feels more like Turkey.

Number 2 reigns supreme because it combines the best elements of the others. The skyline adds a bit of much needed personality and the colors feel more “Eastern European.” I’d almost like to see a combo, the image from 2 and the fonts from 3, but that’s another fight for another day.

Now, Istanbul vs. Tokyo and Madrid – who gets the gold?

Conceptually speaking, each mark is vying to represent the exact same product: the 2020 Summer Olympics; one event.

In reality however, each stands to embody a very different experience. To the victor goes the unique opportunity to make the Summer Olympic games their very own – to show the world who they are.

Man, this is tough.

Still, we’ll try to judge on aesthetics and first impression.

Bronze: For us, Madrid’s is a bit too playful. Are those supposed to be flip-flops? Because that’s all we see. Going with that, the straps look like they make ‘20020.’ Get rid of one of the ‘zeros’ and we’ll call it clever.

Silver: Tokyo’s mark is good. It feels very authentic Japanese; elegant and regal. But it’s not highly motivating. I mean, this is the Olympic Games; the zenith of competition and pinnacle of xxx! It deserves more than a humble wreath.

Gold: Here, we instantly see the Olympic torch – a constant element spun through the games since their inception. Both proud and humble; it feels authentic to the culture and to the spirit of the games.

Who will host the Games of the XXXII Olympiad in 2020?

The victor is scheduled to be elected at the 125^th IOC Session in Buenos Aires on September 7^th, 2013.

This time, it looks like either Europe or East Asia will get to play host!

It’s the first time in 20 years that no city in America has bid to host the Summer Olympics (we’re still fuming from Chicago’s upset in the 2016 running). By 2020, it will have been 12 years since an Asian country hosted (Beijing, 2008) and 8 years since a European nation hosted (London, later this year). 

With London kicking off a month from today and Rio de Janeiro having secured the 2016 games –

Let the race for 2020 begin!

Who's Your Daddy? A Lesson in Parent Branding

I typically zone out during the two/three commercials tucked intermittently throughout my Hulu program queue (enough already, Verizon).

Lately, however – I’ve noticed a trend in parent branding that didn’t seem to exist before and I’m intrigued.

Turning the Page - SC Johnson, a Family Company

Be it Scrubbing Bubbles or Ziploc, commercial spots end with a corner of the creative real estate being “pulled back” to reveal the parent brand.

The look has even been extended over to print ads and product packaging

Marking the Page - Unilever

Whether promoting Dove or Hellmann’s Mayo, there’s a white tab, usually at the top right, which boasts the signature 'U' and supporting “unilever” script.

The tab takes the form of a white sheet; first unfurled, then left blowing gently in the virtual/animated breeze.

Both cases of parent branding are quick, subtle, and, for the most part, non-distracting.

But why do it at all?

“I use Crest toothpaste because that’s what Mom uses.”

Crest knew it was a family decision back in '78...

There’s no denying that consumer packaged goods (CPGs) serve as some of the strongest examples in brand loyalty. Food, personal hygiene, and household cleaners are all intimate buying decisions. Once a brand gets bestowed the distinction of “trusted,” they become routine; even price can become a non-issue when faced with competition.

“You love Tide? Love all of P&G.”

Are the multinational conglomerates that manage CPG portfolios hoping to extend existing brand loyalties of individual products upstream?

Now customer-facing, could parent brands like SC Johnson, Unilever, and P&G start to attract loyal followings all their own? Could that loyalty act as a trump card; triggering some consumers to switch from long held favorites to competing offerings managed by their parent-brand of choice?

It couldn’t hurt.

And who knows? The more trusted and known a parent brand becomes, the more easily consumers may take to their new releases – brand and category alike.

So step boldly from the shadows, SC Johnson, Unilever and P&G!

Show us what you’ve got, what you’re made of, and why we should place (ultimate) trust in you.

Is that the Most Recent Stock Photo You Could Find?! – Monday Gripe

I’ll admit I can be exceptionally bitchy on Mondays – and I’ve really nothing new to blame.

Like a dessert tray in the buffet of life, the weekend was pulled away before I could get my fill. As with the bulk of my 9-to-5 cohorts, I resent being shackled back to my office chair.

And so, things that might go unnoticed on [anything-but-Mon]day can really set me off.

This week’s culprit:
CONAN on TBS

Now, I’ve got nothing against Conan. There’s an authenticity in his self-deprecating humor that I find refreshing. And although I’m not a frequent connoisseur of Late Night, he’s always reigned supreme in my book. (It also doesn’t hurt he proved a significant contributor to some of the best years of my all-time favorite franchise, The Simpsons).

Well, today marks the start of a short, five day run of taping for CONAN here in Chicago. To drum up local excitement, (and no doubt glue more butts to seats), promos like this have been circling the Loop for weeks:

Now Conan looks good; his expression is authentic.  And the copy isn’t bad either – perhaps a bit over-hyped (even for sarcasm).

But that skyline…

I mean, could they not find a more recent picture? I’ve only lived in Chicago a year but even I can tell there are several key players missing. Where’s Trump Tower? How about the other half of the Blue Cross and Blue Shield Building? Is that even half the towers now occupying Lakeshore East!?

The shot selected has to be at least 6-7 years old.

Why does it matter?

It’s a local promo – I’d be less likely to rant if this was a national promotion and Chicago was secondary to the message. But Second City is the whole point and the ad is running here. Get it right.

Stock photos are a dime a dozen – You can’t tell me more recent shots of the skyline aren’t available. The variance in price between this and something current would be nil. Do your research.

It just feels disingenuous.

Details matter when you’re playing on someone else’s turf.

It’s as if Team Coco doesn’t take Chicago seriously; like they don’t feel they need to get to know/respect our city.

Care enough to get the details right.

::gripe over:: - :)

Should Skittles and Arizona Iced Tea Feel Financially Obligated?

I’m sorry, but no.

While much of the United States and the African American community in particular remain outraged in the lack of justice having yet to be served in the Trayvon Martin case, Skittles and Arizona Iced Tea find themselves in an unusual and particularly sticky spot.

For those unfamiliar with the connection, on Feb. 26 the 17 year-old was returning home from a convenience store where he had purchased Skittles and an Arizona Iced Tea when he was shot to death by George Zimmerman, a volunteer neighborhood watchmen.  

Was Trayvon aggressor or victim? Was Zimmerman acting in self-defense or on preconceived notions based on racial stereotypes?

At present, there is little evidence available and conflicting narratives from both sides of the controversy. The killing has sparked a national dialogue on race.

Now, this is a Marketing blog and that’s it. Let’s just stick to what we know.

As the case heats up, social media chatter around Skittles and Arizona Iced Tea has as well – and of course, not in a particularly favorable way.

More recently, individuals have begun demanding that the two companies comment on the controversy, even pony-up money for the Martin family. People are using Twitter and Facebook to share and show their alleged ‘uniformity’ in boycotting the brands should they not take action. Bullying, anyone!?

The companies have already expressed their condolences to the Martin family, both commenting that it would be “inappropriate” for them to get involved further. I couldn’t agree more. To expect Skittles or Arizona to pay up is to say they share in the blame.

The sad reality of the world is that people are killed every day. While this story has caught national attention and is particularly devastating in both how it unfolded and the wider implications in racial profiling, Skittles and Arizona Iced Tea are inconsequential.  Any product/brand could have been purchased prior to the event, (and none would want to be associated with such a tragedy). To say that they are profiting from free publicity associated with the controversy is frivolous.

Social Media has increasingly become a platform for bullying (and it’s got to stop).

We’ve said it before; Social Media makes spouting off too easy. We Americans are so bored with the predictability and drudgery of our daily lives that we jump on any opportunity to off blow steam. Attacking someone via Twitter, like honking or flipping the bird in traffic, provides a veil of anonymity that permits us to act more brazenly than we might otherwise do face to face. It doesn’t justify it.

What do you think?

Should Skittles and Arizona Iced Tea pay-up or have they done enough?