Brand Girl™

Haiti. <Sigh.> Horror of horrors indeed. And yet it’s humbling moments like this that seem to unify us as a nation and bring out the best in us (well, most of us). Despite the recessionary environment, pledges of food, supplies, and money keep pouring in—from celebrities, companies, and citizens alike—across the country and globe to provide Haiti with the help its residents most desperately need. George Clooney, naturally, is co-producing the Hope for Haiti telethon, (co-hosted with Wyclef Jean) to broadcast this Friday night across numerous stations. I also read that Brad Pitt (and Angelina Jolie) and Sandra Bullock each donated $1 million, and I’m certain more is to come from the entertainment world.

Much of the financial sector—Citibank, Morgan Stanley, JPMorgan Chase, to name a few companies—have each earmarked an average of $1 million to the cause as well. Now I must pause. <Second sigh.> And I must say, Whoa. $1 million apiece from Wall Street folks? That’s it?

Granted, $1 million is nothing to sneeze at, especially if you’re Haitian. Still, that downtown generosity takes on a different hue when you consider recent activities of the finance industry and its negative effect on this country. Just a year after the crash and bailout, the payouts in banker bonuses are positively in the billions. You read that right—billions. Never has a million seem so… repulsive.

Economist Paul Krugman got it right in this New York Times Op-Ed column. The bankers have had no clue, and as far as I can tell, they remain clueless. Whether they accept responsibility for the financial tailspin or not, they have a bad PR and morale problem that makes the tribulations of Tiger Woods seem like, well, a round of golf. Call me a Pollyanna of sorts, but isn’t there a prime and humanitarian opportunity in all of this for the Wall Street crowd to work on rebuilding its image? Where is the damage control? Clearly, helping Haiti is a start. It’s no accident that the tremors about the big bonus payouts shook up the news cycles the same week Haiti did.

Here’s a thought: Maybe the $100-million dollar pledge by Obama (USA) to Haiti could be subsidized by the boys on Wall Street? Or maybe some of the boys can pay attention to the damage (intentional or not) done at home. Maybe Morgan Stanley could sponsor a spin-off of Extreme Makeover and call it Extreme Bailout.

But then again. I’m a Pollyanna of sorts—and they are bankers without a clue.

Well, there you have it… the drama NBC primetime has been missing. Another rendition of The Biggest Loser—without the skyrocketing Nielsen ratings or the fab new body, that is.

We now know that the experiment by NBC President and CEO Jeff Zucker to move Jay Leno from a successful, lucrative late-night time slot to a one-hour primetime one normally dedicated to drama was a mistake. The related financial gamble—that the cheaper cost of producing talk programming would outweigh any potential drop in ad revenues—was a bust, too. And what about the drop in audience numbers? Simply put, it appears that Zucker was wrong on many levels, and those questionable calls have cost the already bleeding network quite a lot of money.

(On a somewhat related note, I caught some of the Wall Street Barons testifying yesterday, and with regard to risk management, J.P. Morgan Chase CEO Jamie Dimon commented that they never stress-tested the idea that housing costs would ever stop rising or fall 40%. Never tested that business model’s viability from a consumer perspective? Really? Hmm. But I digress.)

NBC chairman Jeff Gaspin admitted on Sunday that the [Leno/O'Brien] “solution”–the proposed quick fix to give Leno his old 11:35pm slot back and bump Conan and The Tonight Show to 12:05am–was, in fact, a compromise that wasn’t to either Leno’s or O’Brien’s satisfaction. Indeed, NBC execs privately wondered whether they had damaged all three brands—Leno, O’Brien, and The Tonight Show—in the process. No doubt a few of the mentioned icons (NBC included) will take some sort of brand slap, but as in our Wall Street scenario, we won’t know the extent of the damage until the whole story plays out. But I’m betting that whether O’Brien––or should I call him “Coco”?––retains the 11:35pm slot or not, he’s a winner, Mr. Gaspin (or can I call you Jeff?).

In a few short days, the Internet has gone frantic with support for O’Brien. When I last checked, L.A.-based designer Mike Mitchell’s “I’m with Coco” effort (reminiscent of the Shepard Fairey Obama “art” movement) had close to 80,000 fans. What’s to be gleaned? The generation that embraces Facebook, Twitter and YouTube embraces O’Brien. Yes, there’s an inherent need to preserve an institutional brand like The Tonight Show, but it’s also about letting the show and its brand evolve into the future by connecting with audiences. And social media, acting as a stress test of sorts, strongly indicates that O’Brien is connecting with audiences via new media, much like Obama did. So, Mr. Gaspin. Jeff. Please tell us that you and NBC see this trend and will consider it as part of the programming mix? Perhaps before some other misfire happens (moving 30 Rock and The Office to Friday at 2pm maybe?) and all hell really breaks loose.

Are you familiar with GOOP?

It’s a newsletter put out by Academy Award-winning actress, Gwyenth Paltrow, in which she aims to share bits and pieces from her extraordinary life. “I have this incredible, lucky, unique life where I’ve gotten to travel all over the place and so I started to acquire all of this information. I thought this would be a fun, creative way to share it,” she says. That’s lovely indeed, just like Goop’s current positioning line—”nourish your inner spirit”–and I hope it will grow to do just that. As the concept evolves, I’d love to see the content lean away from safely baked ideas in favor of exposing more of the underbelly of an extraordinary life. Whether or not Paltrow is quietly poising herself to be the next Martha Stewart or to eventually fill the void to be left by Oprah’s departure, she’s got all the right ingredients and the spiritual kitchen is a smart place to cook these days. And if you’re looking for a few immediate recipes yourself––to feed less of your “inner” and more of your “spirit” later tonight––check out Goop’s latest newsletter for New Year’s cocktail recommendations. You may not be at the Ritz in Paree, but at least you can drink like you are.

Happy New Year, kids.

Who says that fashion, eco-friendliness, positive social change, and financial growth don’t mix?

I was in the M&M’s Flagship shop in Times Square hunting for a trinket that would satisfy the insatiable appetite of a chocolate fanatic and was pleasantly surprised to find one that would feed more than a craving––Mitz handbags. Started back in 2003, Mitz is a cooperative in Mexico City that creates job opportunities for its community by transforming recycled plastics of snack wrappers (think M&M’s, Oreo cookies…) into purses and other fashionable accessories. Because of a partnership with Mars Inc., the parent company of M&M’s, some of the “fashionable” Mitz products can now be found in the M&M’s retail stores––fashionable because they’re making a positive difference for our environment, the impoverished community in Palo Solo, Mexico City and for the image of Mars Inc. Learn more about the Mars and Mitz partnership here and about Judith Romano, the firecracker behind the Mitz initiative who truly takes a stand for social change.

This style rookie has recently caught the attention of Rodarte and Target, and will apparently pen a column for Bazaar as in Harper’s––as in for adults.

Is this a good thing?

The recent revelations of Tiger’s shenanigans have revealed a side of his brand persona that is a far cry from the one that has taken shape organically since he turned pro in 1996, the quintessentially American success story that won him the endorsements of many. His perceived image of strength, precision, and sportsmanship has earned multi-millions—through paid corporate sponsorships (with Gillette, Gatorade, and Nike, among many others) and private donations for his foundation. So the question is, how does Tiger’s not-so-stellar performance off the links tarnish his brand value now? The truth is that we will not know the true fall out until “his” whole story is out. But what we do know is that there is a lot at stake for everyone associated with the Woods camp, so initially there’s a strong incentive to keep the billion-dollar machine going. From that vantage point, throwing hush money—allegedly, millions are on offer to get various lovers to disappear and the beleaguered wife to stand by her man—to get back on course, fast, makes perfect cents.

In the end, a sponsor like Cadillac may think twice before sidling up to Tiger to launch the next über-mini van, and Accenture might steer clear of any ad concepts embodying the golf legend as a beacon of trust. Interestingly, however, Tiger never actively espoused the values associated with a family man. It’s more that people assumed they became part of his brand story when he married and had children. And some of us may also be assuming that Tiger is humbled to some degree and now mulling over the holes in his story. But then, you know what they say about assumptions.

The unobservant or incurious shopper could easily mistake eBay’s lavish storefront on 57th Street, parked next door to Bergdorf’s and a stone’s throw away from Apple on 5th, for its NYC corporate headquarters. However, this “pop-up” storefront—filled to the brim with personal shoppers, samples of eBay’s current inventory and spanking brand-new Apple iMac’s for your use—will help both buyer and seller through the online bidding experience. Part of a 12-city national tour, eBay’s successful pop-up retail venture is the latest strategy being used to bring the “eBay experience” alive, just in time for the holidays. Whether browsing or buying, act fast… it’s only operating for nine short days. www.ebayholiday.com

Go Humans Go is the rallying cry from Quaker Oats new campaign. The endeavor represents the first time PepsiCo has marketed its entire whole grain product line underneath one centralized theme.  The campaign’s premise is to present oats as a super grain that helps humans harness internal power to do good for themselves, others and their communities. Not only is Quaker Oats a great staple for a healthy diet, it’s seemingly a healthy model for the new media marketing menu.

Why the kudos? First off, the campaign uses what it holds: a solid ownership of oats and a brand icon with more household penetration than that of Aunt Jemima* (I haven’t verified that… but I’m guessing it’s true.). They even gave the little man a brand lift by placing him in modernized situations. His recent graphic adaptation to all packaging is helping consumers recognize the huge breathe of products under the Quaker portfolio. (For instance, did you know that Life cereal was actually part of the Quaker lineup?)  Of course there’s an all encompassing website, and the little man is popping up on Twitter and Facebook. But it’s the affiliation with Bravo’s hottest show, Top Chef (which includes a recipe contest with top-rated judging) that truly boosts awareness and drives traffic to all touch points, truly harnessing the power of social media.

The “Go Human Go” promotion also works in a tie-in with celebrity chef and philanthropist Art Smith that segues nicely into Quakers cause marketing effort. Through a partnership with “Share our Strength,” the “Quaker Go” Project allows you to fight childhood hunger in the United States and even in your community. (Did you know more than 36 million Americans – including 12.6 million kids go hungry?) Quaker will apparently donate 10 servings of a Quaker product per every product you buy (i.e., UPC code you enter) and –– hello all you do good-ers –– the program will even consider giving you a grant to do more good within your own backyard.

It’s a well-balanced program and fitting for today. At a time when individuals and companies are forced to work leaner and meaner, Quaker has harnessed its own power by successfully tapping into these trends to help Americans cut food costs, stay healthy, yet feed a few others.

Looks like the meat is in the grain.
The grain is in you.
Go Humans Go.

“If I were a boy, even just for a day… I roll out of bed in the morning and throw on what I wanted and go…” so says the lyrics from one of Beyonce’s (a.k.a. SASHA FIERCE) popular songs. But if Brand Girl were a [brand] boy, even for a day… she would roll out of bed in the morning and she’d be Jon Stewart.

Horrors of horrors… will our gaffe at any public appearance wind up as a clip on the Daily Show never mind all of them? Nobody wants to be mocked by Jon Stewart nor interrogated, but that’s exactly what happened.

After weeks of batting back media spitballs, CNBC’s Mad Money’s Jim Cramer finally met face-to-face with Jon Stewart, Comedy Central’s acclaimed Daily Show slugger for a show down. Yet the meeting itself was more of a letdown as Cramer practically served himself up on a silver platter for Stewart to slay, as if a sacrificial offering to the gods for forgiveness for much of the wrongdoings of his fellow financial-minded gurus, the world’s tumultuous markets and our entire nation. It was indeed painful to watch as Stewart does a better than fine job of using his pulpit to sermonize. There’s no discounting that it is a very thin line we navigate when entertaining and advising on how one manages the purse strings. But of all the poignant things that were said, how could you not resonate with Stewart’s overall accusation: “… to pretend that this was some sort of crazy, once-in-a-lifetime tsunami that nobody could have seen coming is disingenuous at best and criminal at worst.”

Anarchy is in chaos. Everything we have known is in shambles. Period. It’s a whole new game and you know what kids, (according to my astrologer) it’s far from over. Bailouts, re-worked mortgages and strings of 40% off sales are just not going to be enough. Honestly, BG finds it paralyzing, much like Treasury Secretary Timothy Geithner’s constant shock-like expression. It’s like we are playing a very, very, very BAD game of Monopoly, and hoping some two-year old with thundering thighs or some other random act of nature wipes the board clean so that everyone can safely return to “Go” with a humbling $200 bucks.

The nation has cried for change, and we’ve seen change as in Obama’s hair has grayed in less than 100 days. Yet, how is it that Citibank, a bailout recipient whose stock is worth nothing today, continues to bombard the public with (federally) paid advertisements that do nothing to restore consumer confidence nor address past blunders? Should we as a collective be ignoring the irony? This week there’s much heat over AIG using its bailout funds to honor prior commitments (i.e., executive bonuses). How is it that those prior-commitments still stand without any concessions? We have peeked behind the curtains; we understand there was no wizard, but much wizardry. The bailouts are being used by brands like AIG, Citibank and Merrill Lynch as mere band-aids. At what level does the the bleeding stop and the healing truly start?

It is undoubtedly a time to revisit a brand’s integrity, positioning and core business. How do we advise clients to move forward? How do we as individuals move forward? I certainly don’t know, but I do know that personal and corporate brands affect society. And just like there wasn’t enough self-regulation on Wall Street or News cable channels like CNBC, frankly, there isn’t with some individuals. But I digress… so yes, if a “brand” boy for a day, I’d be Jon Stewart.

(And the next guy I line up for a little slapping around is that Chris Brown dude. Then I’ll throw him in a ring with Oprah, her audience, and SASHA FIERCE  –– and let the headlocks and biting begin…)

Would you consider five hours of community service to support a local food bank? Or perhaps mentor a child (significant others don’t count!)? So Starbucks asks… are you in?

With his boldly dressed lady at his side, the President proclaimed his tenure to be a “new era of responsibility” and a call to service for all U.S. citizens (and hello… denizens!) to “find meaning in something greater than themselves.” Perhaps it’s all that caffeine, but Starbucks was right there ahead of the pack, heeding the new president’s words and ready to take on the tall order – and fill it too.

Working with the Hands On Network (ironically, now part of Points of Light Institute, a federally funded program initially launched in 1989 by former President George H.W. Bush to engage volunteers), the Seattle coffee chain will reward participants with a free tall brewed coffee for simply pledging 5 hours of community service. It’s part of Starbuck’s shared planet initiative and their commitment to contribute over 1 million hours of community service. Starbucks collaborated with MC Yogi, another service-minded soul, with a video to jumpstart the “Pledge 5” promotion that runs from January 22nd to the 25th.

Cause related marketing has been on the tip of the tongue for many marketers these past months, but Starbuck’s has been one of the most rigorous about integrating its social stance into its ad messaging and it shows, whether rewarding folks for voting on election day with (yes, say it with me…) a free cup of coffee to a tie-in with Bono’s long-running Red project to today’s “Pledge 5” campaign. Despite sluggish sales for the Seattle brewster and more reports of doom, its corporate spirit and tenacity to stay and do good is pretty strong. Some might sneer at the gesture of peddling out yet more free coffee, but sampling and generosity has and always will be valued. Both Starbucks and Obama know that they have their work cut out for them and neither is planning on riding it out alone. It takes a good lead, good team — and Lord knows a good dose of caffeine couldn’t hurt.

Free coffee or not, let’s get to work – together. Pledge 5.

Oh, yes you can.