The BIG Kahuna

Many years ago my company tried your service with little to no results. Eventually we gave up on Vendorseek because of bad leads and poor service. Since we left you have made it a point to not lose contact with Brand Identity Guru.

For years you’ve had new rep after new rep send me emails. And for years I have asked to be removed from your email list. Once I ask to be removed it now becomes spam. So for two years Vendorseek has been spamming us.

On April 21st I received another spam email from a new rep:

Hello,

I wanted to take a moment of your time to inform you that VendorSeek.com has greatly expanded our efforts in the Direct Mail Services category. Do to these changes; we have seen a significant increase in the volume of leads we are processing in this category.

I would welcome the opportunity to discuss with you in more detail about how VendorSeek.com can help grow your business through our qualified leads.

Feel free to reach me directly at

Mark Bergstrom

MarketingProfs conference June 9-10 Boston – Tackles Latest Issues facing B2B companies and marketers today.

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MarketingProfs, a leading provider of strategic and tactical marketing know-how for marketing and business professionals worldwide has garnered David Meerman Scott and Dan Ariely as the keynotes for the upcoming MarketingProfs Business-to-Business Forum in Boston, June 9th and 10th at the Renaissance Boston Waterfront Hotel.

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This stellar how-to conference will assemble the top B2B marketing strategists in the country and features seminars covering: B2B lead generation, conversion, retention, ROI and measurement, new technologies and much more.

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David Meerman Scott, author of “The New Rules of Marketing and PR” and the popular blog – http://www.webinknow.com, is a highly sought after speaker and will deliver the keynote on Tuesday June 10 titled, “B2B Viral Marketing: How to Trigger Word-of-Mouse that Spreads Your Ideas for Free.” In the keynote, Scott will explore the art and science of creating B2B viral marketing initiatives as well as dozens of case examples of Web success from B2B companies large and small.

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Dan Ariely, author of NYTimes best-selling book “Predictably Irrational” is an esteemed MIT scholar as well as marketing strategist. Dan’s keynote titled, “Unlocking Customer Behavior…How to Understand and Profit from Predictably Irrational Customers” will provide answers to understanding common behaviors, how they influence purchasing patterns and how you can successfully target those buyers.

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“The content and knowledge imparted at MProfs B2B Forum 2007 was excellent, and from my notes, I had a list of about 15 new marketing ideas to follow up on when I got back to the office,” said Bruce Rowe, ViaSat Inc.

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The MarketingProfs B2B Forum will be held in a one of a kind intimate setting focused on empowering marketers through lively participation in sessions, intensives, keynote addresses and the unique mealtime assemblies. And unlike other conferences this conference encompasses all levels of marketing endeavors including Web 1.0, 2.0 and traditional successes in marketing efforts offline.

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The forum offers a myriad of sessions and topics including: B2B Email that Moves the Needle, Intelligent B2B Web Design, B2B Social Media Strategy, Achieving Closed Loop ROI, Branding is a Road Trip, and much more. For a full list of topics please go to this link – http://www.marketingprofs.com/events/4/program.

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In addition to access to leading marketing thinkers like Scott and Ariely, all attendees will receive MarketingProfs research report on “B2B Sales Lead Generation: Integration of Web 1.0 and Web 2.0 Media.” The report is valued at $279 and is free for all attendees.

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Cost for the conference is $1145 by May 19 and $1295 thereafter. The MarketingProfs Premium member rate is $995. The cost includes two full days of sessions, exhibit hall access, free research report, networking reception, and all meals. To register, please go to this link – http://www.marketingprofs.com/events/4/conference.

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For more information on the conference you can also reach Tara or Susanne here:

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Tara Curran

718-938-1634

Susanne Sicilian

201-676-2582

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Contact Information

Susanne Sicilian

http://www.marketingprofs.com

201-676-2582

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Look I’m not an earthy-crunchy dude at all. And I usually never talk politics but this video Greenpeace made is some pretty powerful stuff. Not sure why they are singling out Dove but this video if it gets traction will make people think strongly about the Dove Brand.

Here’s Greenpeace’s video spoofing the Dove video below:

Here is Dove’s Video:

Dove is trying to build its brand by suggesting the beauty industry is bad while Greenpeace is suggesting that Dove is causing the planet to die…yikes, good stuff.

More from the Greenpeace release:

Washington, United States? A month before world leaders gather in Bali to decide next steps to combat global warming, Greenpeace today released a report detailing the role played by growing demand for palm oil in Indonesian peat forest destruction and global warming. Many companies, including ADM, Unilever, Cargill, Procter & Gamble, Dove soap, Nestl?, Kraft and Burger King, are driving the demand for palm oil used in food and cosmetics products such as Pringles, KitKat candy, Oreo cookies, and Philadelphia Cream Cheese. The Indonesian peatlands, unique tropical forests whose dense soil can be burned to produce energy and are being destroyed to make way for palm oil plantations, are some of the world?s great carbon sinks and their destruction already accounts for four percent of annual global emissions.

?Dowload the full story here:

http://www.greenpeace.org/usa/press-center/releases2/greenpeace-report-details-how

Hey Dove, this could hurt your branding effort…

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In keeping with my series “When Naming Goes Bad” I give you “When logos Go Bad” (genius huh). You have to wonder what putz (pardon the pun)?actually approved this logo without looking at. It’s a bit racy so be prepared:

Is he a computer doctor or a urologist? Can’t make this stuff up folks…

Just like the ripoff they did with the Microsoft logo.? I just received my spam email from President?Brian Reiff (breiff@directhitsolutions.com) that just makes my blood boil. First off if you’re a Search Engine Optimization company you should know the spam rules, shame on you.

But here’s the subject title of this piece of spam, non-viral piece of crapola: “An SEO?Company That Has Lost Their Minds! Funny Video!”

I watched the video. It’s ah, er, horrible. What’s worse is that they made it part of their homepage. It’s just keeps looping on and on. Crap over crap.

They’ve completely violated at least 6?copyright laws by taking the Microsoft, Yahoo and Google logos (maybe they could slip under through parody but it’s not funny). Even still they couldn’t afford the lawsuits by all three of them. Then they ripped off a few songs that I highly doubt they got the licensing for. More lawsuits.

All to get some backlinks to their miserable website. I’m not going to give them the link credit but if you want to view this “video” just go here: http://www/. directhitsolutions.com (broken link on purpose).

They have one page on “brand web design” which is a complete joke as they obviously know nothing of branding. If I were a client I would question a few things:

1. SEO companies that spam are easily persuaded to conduct black hat SEO tactics. Not saying they do, but I’d bet a paycheck on it.

2. Branding is much more than web design (marketing 101).

More on this topic at Make the Logo Bigger.

My thoughts, these guys are amateurs, avoid them. What say you?

I read a great post today over at Brand Autopsy, which he?found from the author Sam Decker. It’s got some real gems of how to promote your business through word of mouth marketing, gorilla marketing and low cost ways to market. Check it out it’s a good read.

What’s the first thing you think of when you hear the brand name “Hustler“?

Is it turf equipment?

or

Naked women?

or

Slang for male prostitute, pimp or drug dealer (according to Wikipedia)

Never mind the bad jokes of mowing lawns….

Do a search in Google for “Hustler Lawn Mower” and you’ll see this:

Welcome to the Hustler Website

Seriously folks,?I can’t make this stuff up. Here’s the email to the President, Paul Mullet?of Hustler: President@hustlerturf.com. Ask him why they would want their brand of mowing equipment confused with cheesy porn.

Now I know why they named?their company Hustler. Because their mowers are fast, yada yada.. But come on people… Hustler? Couldn’t they have come up with another name that meant Hustle? Like Velocity or Speed type names? Anything BUT Hustler!

Here’s a link to their video?and check out their line “when you think golf, think Hustler”.

Sorry this one goes on the branding wall of shame. Call us Hustler, we’ll fix you up!

This my friends is real, not a spoof. You might think it’s a spoof at first but, ah, it’s not. It’s sad is what it is.

Okay I’m most likely going to lose some readers here but alas…I watch American Idol. I’m hooked on it. What I like about it is watching these young, inexperienced kids making their own brand identities.

?It’s cool to watch David Cook develop his own rock style. I can see him making it big someday with a cool haunting sound.

Or how about Jason? Castro? He’s got a hot, original, casual style of his own. Who could you compare him to? He’s pretty unique.

Then there is that 17 year old?Archuleta kid. He won Star Search when he was a kid.

What these guys have in common is the fact that they are different and stand out. We hear the judges say it all the time. Be true to yourself, different and unique.

Well isn’t that what developing brand identity is all about? Instead of being like your competitors just be yourself. But first you have to define who you are.

Thank you for selecting the BIG logo as your favorite Business Blog?Logo Design:

It was very flattering that many of my readers took the time to click over and make a comment. It’s brand ambassadors like you that keep us Pumped Up!

So you’ve probably read my series on “When Product Naming Goes Bad”. If you haven’t click around for some laughs. Now I take this one step further to a firms URL. Which is obviously part of one’s corporate identity.

So here are a few examples of URL’s (or corporate names) gone terribly wrong:

Company Name: Pen Island – URL: http://www.penisland.net/?(reads penis land) seriously folks, not making this stuff up!

?Here’s a few more I found over at Independent Sources?(posted in 2006):

Company Name: Who Represents – URL: http://www.whorepresents.com/?(reads -?whore presents)

Company Name: Therapist Finder – URL: http://www.therapistfinder.com/?(reads -?the rapist finder)

Company Name: Speed Of Art – URL: http://www.speedofart.com/?(reads -?speed o fart)

Company Name: Go Tahoe – URL: http://www.gotahoe.com?(reads -?got a hoe)

Seriously these URL’s are mind boggling. And what’s even more mind boggling is that they haven’t been changed. Why keep these URL’s? Someone, anyone make a case for them.

I’ve been watching a lot of TV commercials for the Cancer Treatment Centers Of America?lately. I don’t usually watch commercials but I feel compelled to watch theirs. Why? Because they seem genuine. They have a message that’s different and I like it.

Their brand identity?is compassion. Unlike most physicians whose bedside manners aren’t so great these guys seemed to have built a model on compassion. They are dedicated to delivering that brand identity throughout their interaction with consumers.

They developed and branded Patient Empowerment Medicine. Smart stuff. Read about their philosophy here and promise here.

You can call them anytime:

Call 1-800-615-3055 anytime to discuss your treatment options (taken from their site). That’s pretty smart. Imagine getting the bad news from your local (most likely uncaring Doc) that you have some form of cancer. It’s nice to know that they are there for you.

The only thing I would have done different is developed a better brand?name. One that leveraged compassion. The current name is very sterile sounding and not at all compassionate. The tree logo is somewhat overdone as well:

But the messaging is right on point. Now of course they have to deliver on the brand promise (I’m assuming they do). So far a big thumbs up to Cancer Treatment Centers Of America!

Yahoo! is doing everything it can to avoid Microsoft buying them. They are begging Google (funny to think about) and hoping to partner with AOL. AOL? Are they even around still? Who uses AOL?

Yahoo!, listen up. Your problem is simple and straightforward. Besides the bad management over the years you lack one thing.

?Brand Identity.

Who are you? Why should I care about you? What do you offer me that’s, say, different? Answer those questions and maybe you can take care of your company. Instead of trying to partner with another brand identity-less company like AOL fix your freakin problems.

Google = search, plain and simple. I get Google. I use Google for ALL my internet searching. Yahoo! tries to be everything to everyone. Are you a search tool or news source? You are Sybil on steroids.

Determine what the soul of your company is and how you want to be perceived and maybe you can turn your company around. Until that time you’ll just be another internet stop for users passing by.

In my series “When Product Naming Goes Bad” I give you Blow. Blow comes in a white vile (powder) and is made to look like cocaine. You put it in any?drink?for a boost of energy?. If you did cocaine I guess you would know what that felt like.

It’s marketed to kids and young 20 something’s.

Pure genius huh?

This product positioning is just so offensive that it boggles my mind. To make a product that resembles cocaine and then sell it to kids, well….they just BLOW!

I wish Blow much frustration and hopefully lawsuits!

Has American Airlines done anything to ease the cancellation of 1000 flights in the past 45 days? Have they made some type of statement to their customers? Anything? Does anyone know if they’ve made any effort?

I read a great post from Jonathan at Dim Bulb?today on engaging brand ambassadors. He points out that some of these people sleeping in tents outside a store (just to be first in or win something) may not be playing with a full deck. I agree. I think there is a difference between being a brand ambassador and a fanatic.

Spike Jones over at BOF wrote an article in the other direction on Chick-fil-A:

A friend of Brains on Fire, Ryan Sworth, documented his weekend camp out, which just happened to be in the parking lot of a brand new Chick-fil-A in Fort Mill, SC. Ryan sacrificed his Wednesday, his health and a good night?s sleep to hang out with other Chick-fil-A?fans for a night of dancing, DJs, 4-Square playing, an ice cream buffet and a guy named Dennis, who was there for his 20th Chick-fil-A grand opening.

Where do you fall? Are these people brand ambassadors or nut jobs?

Bill Buckner was an over achiever. He hustled. He was everything a ball player ever should want to be. He made an error.

Now he finally gets peace. Thanks Billy!

What’s the first thing that comes to mind when you here the word “Lay’s”??

Is it chips? We all know what it means to get laid so is Lay’s close enough to it? Now throw in Lay’s current slogan and what do you think?

“That’s another reason to smile!”

“Lay’s, get your smile on!”??

“Lay’s. Want some?”

All past slogans, you get the point.

In my series “When Product Naming Goes Bad ” I’ve talked about foreign brands that bring their products and silly names?to the US. But Lay’s is homegrown.?Is a?lay a lay?

What do you think?

Here are some past “When Product Naming Goes Bad”:

Horlicks

Bimbo

Spotted Dick

I have people ask me all the time how to differentiate in a commodity type business. The answer is think different. Don’t lower your price, just be true to yourself and be creative. Here’s a brilliant way to sell a commodity on ebay (no less) with wit, humor and pizazz. Watch the video, it’s very witty.

Okay I’m starting a new segment called “BrandStamp” (it’s our process of approving?remarkable branding efforts). These brands are doing exceptionally well on their own and frankly don’t need the BIG Kahuna?(that’s Moi). Congrats on being wicked pissah (Boston slang for really good).?

First on the BrandStamp list:

Geek Squad

Here’s a YouTube video?with Robert Stephens (Founder/Chief Inspector) Geek Squad: