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Every entrepreneur tries to hit a homerun with branding a new enterprise (name, logo, and entire corporate identity). It is not easy to do, because too often entrepreneurs try to do it on a shoestring. Usually the graphic design side suffers because a friend’s daughter in art school gets the assignment for a couple hundred bucks. Or the entrepreneur has a strong preference for other marks, hence the Nike swoosh craze of not too many years ago.

The naming challenge is in its own way even tougher. For one thing, it seems like there is nothing new under the sun and to find a unique DBA (doing business as) name that gets attention, defines what you do, and will stand the test of time isn’t so easy. Coca Cola, Microsoft, and Apple did not become industry giants overnight and without perpetual advertising exposure.

This is a pretty good overview from Entrepreneur magazine on a naming approach and pitfalls to avoid. It conveys how really hard it is to find that sweet spot that captures everything you want to convey in a first glance as well as a lasting impression. But that doesn’t mean you shouldn’t swing for the fences.

Yesterday, I was in NYC/North Jersey for a trade show at the Javits Center. While sitting in traffic, waiting to get on the New Jersey Turnpike, I saw a fully vehicle wrapped service van with a name I had never seen before — a name that conveyed a lot. FRSTeam! This name struck me as a unique and well thought out approach to the challenges of saying a lot in a short burst. Plus, it hit upon a somewhat new formula from all of those contained in the Entrepreneur article.

FRSTeam is a corporate name that manages to convey a lot.

FRSTeam is a corporate name that manages to convey a lot.

Immediately, FRSTeam says two things. It implies FIRST in a way that your mind completes the word and fills in the missing vowel. Of course FIRST implies number one, but more importantly in this case, it implies fast response as in the team that is first on the scene to help you. It also says Team, which underscores that you are not dealing with a lone contractor spread too thin. That’s a very good thing, because FRSTeam is in the business of helping homeowners and businesses respond to property damage from fire or flood or mold.  SERVPro and Service Master are the two best-known names in this space.

Ultimately, what struck me about the FRSTeam name, however, is that it also combines an acronym — Fabric Restoration Service — which happens to be the specialty of FRSTeam. As anyone who has ever tried to get smells or stains out of fabric can tell you, that is an enterprise that cries out for a specialist with skills, equipment, and know-how. Their web site suggests that they have all that, plus a solid customer service emphasis. I found nothing that said they do STEAM cleaning of fabric, but if they do, that is yet one additional meaning you can get out of the FRSTeam name.

As for the FRSTeam logo, it is a strong font with a fire and water symbol hanging off it. Interestingly, they split the R in FRST to visually convey the I, but upon closer look, it is also a 1. Clever.

What’s in a name? Sometimes confusion. Sometimes a company that has outgrown its original name and is now an acronym (IBM). But sometimes just the right mix of letters and impressions.

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No more super sizing in NYC.

No more super sizing in NYC.

Cheers. I would like to drink a toast to your health (with the beverage of your choice), as well as to the land where you are still free to make that choice (sort of).  There is a free enterprise battle being fought, and it is the subject of late night talk show jokes, but it could not be more serious. It is slow. It is insidious. And it is under the auspices of best intentions, but it is really about power and control.

I am referring to the current and pending over-regulation of food and drink by local, state, and federal government officials who say they are interested in controlling obesity and reducing healthcare costs. That sounds like something we should all be willing and glad to get behind. However, all of us individually can do that now for ourselves, and once government starts telling businesses how to run their business, things never end well.

The fast-food industry has been under considerable pressure for years to add healthier choices to their menus. Morgan Spurlock’s “Super Size Me” documentary vividly demonstrated the dangers of a recurring fast-food diet. Often when restaurateurs do introduce more nutritious fare, these items wither away from lack of sales — the market speaks in each case. Today, if you want to eat healthy, there ARE lots of options. Mobile phone apps like EAT THIS, NOT THAT are available to steer you away from calorie bombs and into best alternatives at individual national chains.  But if you want to pig out on an occasional basis, you still can (or should be allowed).

The recent decision by the Bloomberg administration in NYC to ban supersized soft drinks in containers larger than 16 ounces is regrettable. One segment was targeted (for now). Notice the mayor wisely decided not to try to limit over 16 ounce beer sales. He has admitted that he just wanted to make a point and get people to think.

This video produced by NYC.gov tries to make that same point and is disgustingly over the top and again at war with a single segment (the soft drink companies, plus unintentionally, all the small food businesses they help support). It ends with a push toward healthier drinks like water or milk.

So Bloomberg’s office has arbitrarily set 16 ounces as a limit. But concentration and perspective matters.  Even water, if you drink enough of it, can kill you by flushing vital minerals and nutrients from your system. So no more Deer Park cooler bottles. SOMEONE out there could harm himself.

Next up, kid cereals. This week’s Ad Age covers the increasing pressures that cereal makers find themselves under and how the industry’s ad spending is even being closely tracked (now, we are into regulation of free speech, admittedly commercial, but closely regulated). If there are two things government nanny-staters hate, it’s sugar and carbon (or maybe they secretly love them, because they open worlds of regulatory possibilities).

The government has a similar love-hate relationship with tobacco. It loves to vilify the cigarette companies for causing cancer, but would never think of banning this product, because it is so badly addicted to the tax revenue it receives from the sale of each pack and carton.

If the government would limit itself to educating the public about various health risks and requiring food and drink companies to label products clearly so consumers understand immediate and potential long-term risks and benefits, we would all be better off. Unfortunately, when industry fails to lead, the government will swoop into the resulting vacuum. Then, all bets are off. Once again, here’s to our collective health. And to a healthier business climate and national economy.

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Brave new 2.0 world out there. Iconic brands are finding it is dangerous to play with familiar icons. Last year, GAP got hammered in social media for rolling out a new logo. In recent days, Coca-Cola, perhaps the most revered brand of all, especially at holiday time, has taken it on the chin for changing its familiar red can to polar bear white (and silver).

http://www.youtube.com/watch?v=bdxrVabe_C0

You can see Coke’s noble intent here with a temporary can redesign meant to promote giving to the World Wildlife Federation tied to its long-running polar bear commercials. However, the road to hell is paved with similar do-gooder, feel-good efforts. Aside from creating brand confusion at the point-of-sale between Coke and Diet Coke cans, the more worrisome concern was over those for whom the ingestion of sugar is a health issue, namely diabetics. Hard to believe that a company like Coca-Cola hadn’t considered some of these issues.

Not long before this story broke, I was in the soda aisle stocking up for the arrival of Thanksgiving company and it occurred to me how confusing buying Coke has become — there’s caffeine-free regular Coke, Diet Coke, Coke Zero, Cherry Coke, Vanilla Coke, and there’s the familiar Coke of the past century, with caffeine, and in a red can, but not on the shelf when I was looking, which caused me to pause, but not be refreshed. Perhaps it was already sitting there in the white/silver can and I like many others just missed it.

From a pure package design standpoint, with the exception of all-important color, Coca-Cola did a nice job of carrying over brand identity; however, with so much identity tied up in red, that misstep is not a minor one. To me, it is actually a surprising one. You don’t get to world’s most familiar/popular brand by making many errors in judgment. Beyond the New Coke rollout fiasco, I had to wrack my brain to think of another significant stumble.

The only instance that stays with me is an account in David Meerman Scott’s excellent “The New Rules of Marketing and PR,” about the company’s reticence to participate online and offline when the Mentos dissolved in Diet Coke, creating Old Faithful backyard science experiments. Mentos embraced the goofy nature of it all, while Coca-Cola got all stodgy corporate because they could not control the consumer fun. If the same thing happened today, I am guessing it would be front and center on the company’s Facebook page (where by the way, the Coca-Cola arctic home message is still up and front and center — well, at least the WWF donations effort did not suffer the same fate as the white/silver cans).

Coca-Cola's white can redesign went south, but WWF/arctic home donations are hopefully still heading north.

Coca-Cola's white can redesign went south, but WWF/arctic home donations are hopefully still heading north.

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Audi's Terrific New "Luxury Prison" Campaign is This Year's SuperBowl Champ

Audi's Terrific New "Luxury Prison" Campaign is This Year's SuperBowl Champ

The hype over SuperBowl commercials gets bigger every year. That’s because the number of advertisers willing to pony up $3 million per 30-second spot has mushroomed. That’s excluding creative strategy, development, and production costs. If you have a celebrity endorser, the price tag goes even higher. Obviously, this is a competition only the biggest brands can compete in. The real value is in the opportunity to cut through the clutter with some truly memorable messaging and brand positioning.

Ironically, with the advent of YouTube and social media, the buzz generation machine was in full swing the last few weeks. The vast majority of the spots, or teaser versions of those spots, are up on YouTube and sites like this and this and this. The best place to take the temperature of hot, hotter, hottest spots, however, is Mashable, which has compiled Twitter results on the ads generating the most advance interest. Advertisers and agencies have caught on to the formula that Hollywood uses, releasing various versions of movie trailers and stills, especially among “fan boys,” to build excitement to a fever pitch when big budget blockbusters hit the theaters.

Even with this unprecedented opportunity to win fans in advance of the big game, some brands still don’t get it.  The posted clips are long-form making of the spot promos (Mercedes) or celebrity behind-the-scenes documentaries (Faith Hill for Teleflora).  And amazingly, Coca-Cola has told Mashable to take down their video because of copyright issues (it’s free publicity, folks!).  David Meerman Scott’s book, “The New Rules of Marketing and PR,” recounts a similar tone-deafness to new media opportunities when the soda giant ignored opportunities to leverage the viral video phenomenon created by dropping Mentos candies into open liter bottles of Diet Coke (the ultimate junior high science fair experiment).

According to Mashable’s Twitter tracking results, Volkswagen has won the SuperBowl advertising fan poll with an entertaining spot of a young Darth Vader wannabee trying to marshal the “Force” by interacting with a variety of things around his household. Its popularity is earned and it will definitely be a water cooler favorite on Monday morning.

The real winner, though, came in second in those Twitter results. It is an audacious new campaign for Audi that is so creatively and strategically original that the car company deserves to reap huge rewards in new car sales in the months ahead.  Previously, if pressed, I couldn’t name you a single Audi commercial, marketing theme, or slogan. For a luxury brand, their advertising has been unmemorable as wallpaper. Not any more.

The change started in recent weeks with a spot that was a narrated voiceover takeoff on the children’s bedtime classic, “Good Night, Moon.” That spot began to redefine luxury and set the stage for something totally unexpected that came next.

The new campaign for Audi is a parody of  the landmark 1978 documentary “Scared Straight,” in which lifers from Rahway Prison spoke to juvenile offenders to paint an unflinching unforgettable portrayal of hard times they can expect from the penal system if they don’t turn their young lives around immediately. Not exactly material for selling luxury cars, right?

http://www.youtube.com/watch?v=9MIs0sBBwBo

That’s the beauty of the new “Startled Smart” spots and extended YouTube videos that are set in a “luxury prison” where old money convicts are enlisted to talk sense into a group of Generation X drivers who think they understand status and how to spend their inherited wealth. The segments are so new, unexpected, and hilarious that you can’t wait to replay them. The real strategic brilliance is that Audi’s creative team has found a way to entertain baby boomers who remember the rawness of the Rahway inmates, as well as Generation X who are down with spending less to get luxury and to sharing these spots via social media.

Following on the first spot’s heels is a second that adds yet another rich layer. It is devoted to the quelling of riots at this luxury prison. The answer is none other than smooth jazz elevator music sax man, Kenny G, having tremendous fun at his own expense.

http://www.youtube.com/watch?v=oXE6L2gUDKQ&NR=1

Audi has managed to turn the luxury category on its head with unexpected, truly inspired humor. In the process, it will make a much bigger name for itself, with all those SuperBowl eyeballs. It deserves to win the big game ad contest hands down over all those beer and snack food retreads devoted to all too familiar themes.

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