Category: Branding

Celebrity spokespeople

Posted on by Brian Lee

I was watching a Kia commercial featuring Blake Griffin of the Los Angeles Clippers, and I thought to myself, wow he is one un-charismatic spokesperson. What are advertisers thinking when they choose such boring celebrity spokespeople?

Griffin endorses Kia, AT&T and Subway, among others. That’s odd to me, since Griffin is not even a fan favorite; for example, his jersey is not even in the top 10 most popular, according to the NBA.

Remember, there are criteria for picking a celebrity spokesperson. First, they have to be credible, and I highly doubt Griffin is. For example, what does he really know about Vizio products? Why isn’t he endorsing more athletic apparel?

There also has to be brand compatibility, and it seems unrealistic that Griffin would ever drive a Kia or eat at Subway in real life. The only criteria he fits is attractiveness, and that’s because he’s a good basketball player. However, his robot-like personality diminishes that attractiveness.

Think Michael Jordan, Kobe Bryant and Lebron James. They were good athletes and they were charismatic. These aforementioned brands should have spent the money on somebody else.

The Packers brand

Posted on by Emilie Buckman

I mentioned before I grew up in Green Bay, Wis., but for this post it bears repeating.  As a born and raised resident of Titletown my perception of what it means to be from an NFL city is skewed.  I grew up assuming every other city with a NFL franchise produced fans with the same furious loyalty as the Packers.  They don’t.  I say this not to take away from the dedication of other teams’ fans but it is just not the same.

Look at last week’s stock sale to help pay for expansions to Lambeau Field.  In 48 hours, almost three-fourths of the shares were sold and they have until February to sell the remaining! Now it’s important to note owning stock in the Packers doesn’t have the same perks as having stock in other companies.  While ownership in the Packers does give shareholders voting rights, it doesn’t increase in value, no dividends paid annually, and no ticket privileges! Basically, buying stock in the Packers is equal to giving them money and expecting nothing, except the feeling of ownership, in return.  (Specifically, they are giving them $250 a share with nothing in return!)

Could any other team expect the same turnout?  In my opinion, no.  It is a testament to the brand the Packers have built.  It’s the only team in the NFL that is community owned, which allows fans to be invested, not only financially but personally.  Again, I am not trying to take away from loyalty of other teams’ fans.  I am merely pointing out the uniqueness of the Packers brand and how it resonates with fans.

Consider the issue the Minnesota Vikings are facing.  Without a new stadium, the owners are threatening to move the franchise to LA.  This would never happen in Green Bay, partially because the Packers can’t leave and partially because the fans would never allow it.  Green Bay needs the Packers, that’s obvious, but the Packers need Green Bay just as much.  Belonging to a small community gives the Packers a special standing in their community other teams in larger markets can’t duplicate.

Red vs. white

Posted on by Brian Lee

Certain things you don’t mess with and you usually have to find out what those things are the hard way.  Is seems like Coca-Cola is one of things, in more than one way.

Everyone knows the cautionary tale of New Coke and the loyalty of Coke purists!  But I don’t think Coke was aware that it ran as deep as their can. Each holiday season they release a limited addition can featuring their memorable polar bears.  This year, in an attempt to raise awareness for World Wildlife Fund and the Arctic Home project, Coke decided change the icon red can to white for this year’s campaign.

People weren’t particularly pleased with the new design.  After an out pouring of comments, tweets and posts from customers, Coke has decided to switch back to the classic red.  Funds will continue to support the WWF and polar bear preservation efforts but not in the divisive white packaging!

Now from a purely design stand point, I am disappointed. A unique departure from the usually traditional looking holiday fare, the white cans were slick and modern looking.  But as for branding, it’s a huge gaffe.  Many of the complaints consumers voiced revolved around the notable likeness to Diet Coke’s usual silver can.  It was confusing. Many shoppers picked up the white classic Coca-Cola assuming it was the diet option.  And as much as soda companies insist on telling you that the diet taste just like the original, consumers know better and sometimes prefer the taste of diet. (I drink diet soda because I don’t like the sugary taste of regular soda, not because it’s the “healthier option”)

I hope, Coke finally understands people like them just the way that are!  That and people really don’t like change!