Brand Girl™

The boys are back–and navigating uncharted territory.

Ok. It comes as no surprise to “Entourage” fans that Medellin gets passed over at Cannes, which sends our hero Vince (Adrien Grenier) into seclusion—in true Hollywood form—on a remote island to repair his fallen ego with booze and babes… but getting to watch it all happen while on a romp from JFK to Las Vegas? How much fun can a girl (or boy) take?

For the launch of its fifth season of Entourage, HBO took to the sky by partnering with Virgin America and creating “Entourage Air.” “During the month of September, first-class guests on Virgin America’s new nonstop JFK-LAS route will fly ‘Entourage Class’ and receive A-list perks like noise-canceling headphones, champagne, Godiva chocolates, Kiehl’s personal products, Altoids and ‘Entourage Air’ blankets and eye masks.”

The stunt is significant also because it marks the “first-ever in-flight premiere of a cable or broadcast program in the domestic skies.” BG suspects it may very well mark the beginning of a new wave in purchasing ad space…

At a time where the airline industry continues to keep biting the hand that feeds them–the traveler, BG applauds the Virgin and Entourage partnership. Why? Because the two sexy brands are demographically suited and they are able to offer a unique, one-of-a-kind experience to hungry air travelers. What will be interesting to watch is how the airline industry pushes this trend further and decides to capitalize on ad placements within the planes themselves. Will they strike the delicate balance between advertising as part of the experience or will they barrage the captive consumer until they scream “Uncle!”? Ads in formerly forbidden places have gained acceptance–folks have adjusted to ads wedged in before movie trailers and then don’t forget the uber-billboarded and wall-papered highways, subways, bus stations, pedicabs and more all around us. So airplanes can’t be far behind… the question is: “Will they do it with a hammer or a feather?” The weary traveler—and even more tired consumer—will only accept so much in the name of generating revenue to, ahem!, offset operational costs.

A unique twist for Mr. Branson and his year-old start-up, Virgin America, is that 100% of the company’s revenue will fund development of clean fuel technology for its planes, a project that Sir Richard estimates could cost upwards of $3 billion. “Entourage” star Adrian Grenier shares Sir Richard’s passion for green, particularly in the eco sense—he’s coproducing a new show for the Discovery Channel called “The Green Life,” which is aimed at helping everyone make their lives more eco-friendly.

In addition to the September “Entourage” experiential bonanza and the panache of youth and celebrity marketing, Virgin’s green mission puts them ahead of the pack, lifting their brand miles higher than other, more pedestrian airlines. And young Mr. Grenier’s brand is getting his own little turbo boost too—BG hadn’t been particularly aware of him as “Mr. Green” before he became “Alter Eco” on Discovery and part of the “Entourage”/Virgin partnership. For some reason, BG’s a bit dubious of what feels like the sudden greening of Mr. Grenier… but overall she’s buying it. Those deep blue eyes would melt a glacier of suspicion…

Or the wine in the box?

About two years ago, I went to a Dave Matthew’s concert at the Hollywood Bowl. Bottles were verboten, wine or otherwise, but they did have some vino on offer for purchase. It was typical—my usual splurge was going for $88. So to be economical, I went red, opting for the Frei Brothers Pinot Noir at $46. Then, adding insult to injury, I watched them uncork that baby and dump it into a 32 oz. plastic cup. This atrocity was topped off with an offer of a straw. Synthetics in my pour? I don’t think so . . . but all indications point to a revolution in what’s accepted in good wine-making these days…

Yes, Brand Girl—it’s true. Apparently the romance of glass or cork and wine is soon to be yesterday! But it’s a memory that might need some rebranding. Afterall, the screwcap prevents cork taint (ack! the tragedy of spoiled wine). Compared to glass, boxed wine is mucho cheaper to produce, reduces the carbon footprint on our precious earth and has a shelf life of 3 to 4 weeks (which eliminates any excuse of needing to finish that opened bottle in a night—could be a good or bad thing, depending on your company.).

And if you happened to see this New York Times op-ed, you will see that negative stigma attached to boxed or screw-capped wines is gone in Australia (not known as the most refined country, true) and that it is even gaining acceptance in France––the hardest of connoisseurs to please… so how are we overcoming negative perception in the States? If you are Hogue Cellars, you’re doing your homework, and turning any negative perception upside its head with some mighty “infotainment.” Hogue winemakers studied screwcaps “extensively over a two and a half year period and found that wine sealed with a screwcap tasted better and stayed fresher longer than wines closed with natural or synthetic cork.” (I don’t know. I still take pleasure in the texture and scent of a wood cork. And the sound of its popping that invokes so much emotion and passion. Can you please “cap” that too!)

So what’s your feeling about box wine? Vote here. Meanwhile, if you’re packing snacks for an outside event of any sort this weekend, you “ego” gone “eco-folks” might think about bringing some tasty, refreshing sippy boxes along – and I’m not talking just for the kids. Don’t forget the tunes!

Happy Labor Day! xo

Nope, not yet…

I woke up the other morning to an email Apple sent out to its universe of users, gifting MobileMe subscribers with a free 60 days of service to make up for recent outages and poor performance. I quote: “We know that MobileMe’s launch has not been our finest hour, and we truly appreciate your patience as we turn this around.” As they’ve shown time and again, apologies work and Apple’s brand keeps on powering on.

If only I could get my Mr. to own up like that . . .

I’m not a MobileMe subscriber – yet. I’m only a few months into the iPhone. Surprised? Well, this long-time Apple-loving girl knows that you don’t early adopt with Apple products. That is, unless you’re volunteering to pay to be part of Apple’s beta testing.

Afterall, remember the initial launch of the iPhone just about a year ago? It was heralded like the rockstar of of all techie events. But the gushing turned into an angry hiss when not too much later, Apple slashed the iPhone entry price a couple hundred bucks. “Boooooo!” said Apple believers. Apple’s response? Promptly hand out discount coupons to early adopters, issue teary-eyed apologies, and promise a better future. Aaaaah…all was right in the world again.

A little time goes by and then, just last month, Apple repeated this move, launching its newer, cheaper iPhone 3G. And the transition was hardly smooth. But that was nothing compared to what happened when along came MobileMe, (oddly, launched the very same day as the 3G) bringing with it a whole slew of security issues and technical difficulties. . . .

Isn’t it extraordinary that Apple gets away with these snafus one after another and still maintains its standing as a powerhouse brand? How, you ask, do they do it? Elementary branding techniques, my dears. Apple has been the ultimate community builder all along, and now, they have involved their users as an integral part of the beta research. And not only do they respond to what their users tell them, but Apple gives them recognition for their part in moving technology—and their company—forward. Consumers get to be part of a bigger “mission” and they respond by spreading the word.

Essentially, Apple has managed to make their new products more than just a launch—they make it an event. Apple has mastered the experience of . . . the experience. They’ve instilled in us the desire for Apple to succeed so they keep on rolling out products that push the convergence of mobile and web to the next level. We’re just doing our part and we know there’ll be some glitches here and there.

And just like boy and girl or Ellen and Portia – Apple knows that it takes commitment to common goals and the ability to say a heartfelt “I’m sorry” when the time calls for it to build a strong relationship. And a dozen roses or two doesn’t hurt either . . .

Ad Age: A new A&E reality series is bringing the makeover to the boardroom. On “We Mean Business,” a technology expert, an interior designer and “Apprentice” winner Bill Rancic try to give flagging companies a new lease on life. Computer manufacturer Dell has signed on for an eight-episode integration that includes product placement and branded content on A&E’s web site as well as a Dell microsite.

Branding today’s business no longer means static anything – whether you’re talking about a web site, employee or tightly sealed corporate lips. It’s just not the new reality. And no one knows that better then Dell.

It was three summers ago that Dell was put in “Dell Hell” by Jeff Jarvis, a blogger who seemingly singlehandedly forced the computer genius to “get out of the fire” and face the media storm. Jarvis had charged that Dell’s customer satisfaction ratings were in the tank; products were deemed lemons, and life for all Dellers was a “living hell.” All of which, by the way, only helped Steve Jobs and Apple Computers gain more traction and users with its genius switcher campaign –“Hello I’m a Mac. I’m a PC.”

What happened next is a storybook ending as well as a well-touted marketing case study for both Dell and the blogger. Michael Dell gets reinstated and launches IdeaStorm in early 2007, a social site designed for online conversations and collaboration with its users. It then wins over the once-Dell-anatgonist-but-now-avid-protagonist, Jeff Jarvis, who eventually wrote an article for BusinessWeek that documented Dell’s graceful ride out of hell titled “Dell learns to listen.”

So does it come as any surprise that Dell’s next step is to embrace new media strategies? Dell’s taken the monumental step of sinking a few mega-marketing bucks into a well-suited reality show, “We Mean Business,” which celebrates Dell’s roots by celebrating the art of entrepreneurism and survival.

Do we need another reality show? Maybe not. But prior success of the “Apprentice,” “Queer Eye” and “Flip This House” indicates a solid thumbs up and a cross-platform of new audience possibilities. (And dare I say that “We Mean Business” is a show that is sure to have more real notes than the Olympic singing of Lin Miaoke. I mean really, if Pierce Brosnan can go fearlessly public — so should China.)

But what is revolutionary about this reality show’s marketing is that both AETN and Dell’s microsites will supposedly allow real-time purchasing of featured on-air products, and the ability to track the impact that Dell’s products are actually having on the contestants success. Everyone loves measurement!

So yes, Dell is learning, listening––and delivering to the trends of what the market and customers expect. Cause they mean business, and so should you!

Surprise, surprise. CW gets slapped for hitting below the belt with its “nasty” advertising. Again.

“It really reeks of desperation,” said Melissa Henson, director of communications and public education for the group. The network’s decision to “position the show in opposition to the Parents Television Council speaks both to the trouble they’ve had attracting a decent-sized audience for the program and the fact that they have had to sort of cling to an image of this show as being raunchy, salacious and envelope-pushing in order to lure viewers.”

But BG asks: does the campaign reek of desperation or unfiltered brilliance?

I have to admit that I’ve seen very little of Gossip Girls, but enough to deem it more mindless than mind-blowing. Yet one thing is certain — the folks over at CW know how to market – and get your goat. Unfiltered brilliance I tell you. CW’s marketing boss Rick Haskins and his team have leveraged all assets of the show – both good and bad – to garner boatloads of attention for their fledging tv channel as they battle against online and mobile viewing. Never mind create dialogue that truly sticks with its finicky 18-34 demographic. At the end of the “marketing” day — when you can get the attention of “everyone” — then it’s a job well done.

Indeed troubling though are the trends and uber-advancements of our youth. (What happen to Little House on the Prairie? Where the hell is Nancy Drew?) Perhaps the “content” of the shows targeted at teens (i.e., the The Hills, Laguana, Gossip Girls, etc.) show be explored more closely. After all, why is it that the guys (always after a series of sleazy moves) get to ride off a hero, leaving the gal behind smarting (and forgiving), yet still hopeful for some white knight to save her day? Great logline, bad morales. Sexism I tell you. But that’s another story and for the rant of another.

Will Obama’s $5 Million Olympic media buy pay off?

Did you catch this branding move? Ad Age reports, “In the first significant network TV buy of any presidential candidate in at least 16 years, the Obama campaign has taken a $5 million package of Olympics spots that includes network TV as well as cable ads.”

Beijing Olympics—worldwide event, plus unprecedented exposure to one billion Chinese, no small feat in a global economy. The advertiser line-up includes Visa, Nike, McDonalds and . . . Barack Obama? The boys back at Obama’s camp know: Olympics is good business. But does he fit?

First up, let’s acknowledge that the Olympics are supposed to be a nonpolitical event, bringing together all humankind and kindred spirits to do good for individuals and business. Well, of course, politics have shadowed several Olympic events, and the controversies surrounding the Beijing Olympics have certainly been no different given China’s human rights issues and its repressive policies. And we’ve got Steven Spielberg and other heavy hitters pulling out because of China’s relationship with Situation Darfur. So is the Olympics a smart branding move for Obama?

Well, brand darlings, it just might be a brilliant move, depending on how things go down. Afterall, Obama’s all about winning this election, and what better than to attach yourself to a brand that personifies the glory of winning? And what about sportsmanship? The Olympics is all about transcending everyday politics and reaching for the higher ground of commonality. Who doesn’t want that (theoretically at least) in a leader? And how about overcoming obstacles—Olympic dreams that come true after years of hard work . . . oh yes, that’s a leader we want, someone who understands coming through hard times a winner.

But does anyone else see some tainting of the overall Obama brand (with blatant MasterCard commercial overtones)? So Obama has $55 million dollars to burn, and recently, he has:

- Acquired a newly painted 757 with the Obama sunrise logo on the tail and “Change we can believe in” painted on the sides: Big Ka-Ching! $$
- Gone on a well-covered international trip to the Mideast and Europe:
Bigger Ka-Ching! $$$$
- Spent nearly 10% of all his current money on the Olympics:
Priceless . . . Hmmm.

Many of us will be watching to see if swimmer Michael Phelps reaches his goal of an astounding 8 gold medals (he might do it, kids—He won 6 golds and 2 bronzes in 2004) or to see some memorable advertising (NBC has sold more than 90 percent of its Olympic advertising—and according to the WSJ, NBC Universal will use its coverage of the Beijing Olympic Games to launch a new system for measuring viewership across an array of different media, including video-on-demand, cell phones and the Web). But what will Obama’s message be that ties him in effectively with the Olympic spirit? “Change we can believe in” doesn’t work here . . . could end up feeling like some of the worst in clunky product placement. . .

We’ll see.

Jam-packed with hair-raising fumbles, tear-jerking saves and the glamest of brands –– they’re calling “Sex and the City” the “Super Bowl” for women. And boy, did it score BIG. The long awaited sequel movie to the original HBO series opened this weekend grossing an unexpected $55.7 million (according to Variety — the best opening ever for an R-rated comedy). This win will no doubt add extra padding and lining to many folks Gucci-like wallets and purses, especially if you’re a little company called Bag, Borrow or Steal.

What started as a mere mention in the script turned into a story line to be the envy of every marketer — and Cinderella. Academy Award-winner Jennifer Hudson who played Carrie Bradshaw’s assistant in the SATC film happens to have an infatuation with handbags –– of the luxury kind. How does a young assistant feed such a craving in the middle of NYC? She rents, of course. Introducing: “Netflix” for the handbag. Bag Borrow or Steal is a service that allows women to lease (temporarily afford) luxury brand handbags and jewelry too (i.e., Gucci, Chanel, Prada, Coach, Vera Wang, Louis Vuitton)! And like most lease programs — there’s an option to buy. The brand cameos of Jennifer Hudson cradling a Louis Vuitton while explaining the services of Bag, Borrow or Steal to Carrie (Sarah Jessica Parker) will be embedded on fashionistas radars forever. Check out the BBS website for the cross promotional efforts. Its product placement that will garner long-lasting impressions for BBS that they could have never, ever afforded or leased on their own. It is exposure that is bound to be priceless –– just like the girls wardrobe in the SATC flick itself.

And speaking of the flick itself, if you expected anything but more of “Sex and the City” — you would’ve been disappointed. (C’mon — it’s the equivalent of a tween getting her Hannah Montana fix.) But for many of us that raided the theaters this weekend (throwing Indiana Jones off his own raid [helleooow. Girl Power!], it was great reminiscing and resonating with the SATC crew’s every decadent and heart wrenching twist –– plentiful of angst, flashbacks and tomorrow’s fashion. But most importantly… and in the end, ALL the girls get what they want — closure.

Oh, and a great way to afford luxury during a recession… now that’s BIG!

BG Soundtrack — 5 stars!

Yesterday, I attended the “What we watch” segment of the New York Times third annual “Sunday with the Magazine.” It was hosted by the magazines quirky media columnist, Virginia Heffernan, and featured Bravo TV’s President Lauren Zalaznick, “Project Runway” fashion guru Tim Gunn and “Top Chefs” judge Gail Simmons.

Needless to say it was a delightful hour as Bravo is having a banner year (for some it’s the new HBO), having captured a niche for “rags to riches” reality programming; focusing on folks’s passion for success (both cynics and optimists). According to Zalaznick — the network’s current flavor encapsulates what the fab five, “Queer Eye for the Straight Guy”, initially represented — beauty, food, design, fashion, pop culture and all with a nonjudgmental view. How ironic that Queer Eye, once seen as a death wish for the channel (having one show define a network is a huge NO NO despite how popular it might be) becomes its signature brand print. And much credit is due Ms. Zalaznick for the networks perseverance, for it was she –– armed with tons of instinct, research and power –– who force fed her audience, “Project Runway” until they screamed for mercy. In this case, begged for more. She’s like a relentless mom feeding her kids their veggies. She knows its good for you and damn it — eventually — you will too!

It seems they have a winning formulae, devoted following, and a home for Kathy Griffin too. And although I have yet to catch any of the buzz generating “Real Housewifes of New York City“, I’m guessing it’s just a matter of time. After all, I like my veggies… especially home grown…

What did you think would happen when Vanity Fair and Annie Leibovitz (both elegant yet R-rated entities) covered Miley Cyrus of “Hannah Montana” fame, (a sometimes G-rated girl and show)? Soft porn people –– artful and mature, but hell, you knew it would be sexy. And I argue that most of the players involved did.

If you actually get beyond the brouhaha of the photographs themselves and read the article — you’ll discover that Miley Cyrus says that Sex and the City is her favorite show. (Is that rated PG? I still trip over some of that Samantha.) As per Vanity Fair, “Miley says her Disney Channel sitcom, Hannah Montana, in which she plays a schoolgirl with a secret life as a rock star, is patterned in part after the former HBO series about women looking for love and hookups in Manhattan. “Obviously not the scenarios,” she explains quickly. “But if you watch Sex and the City, like the way the friends are, the way that it’s dry and they all have distinct characters—that’s a thing we try to do on our show.”

This isn’t any ordinary 15 year old. What we have is another clean case of a young talent sashaying her way up the escalator of stardom and fame, with a few, least than “on-brand” photos cropping up along the way; reminding her audience of her undeniable adolescence — and Miley, of her unmistakable accountability. Yet all of this, strategic or not, smartly positions her “tween-dom” for continued growth. (Hell, 1 billion by 18 is not enough.) And how much longer can we truly rationalize Miley as appropriate viewing for 6-14 year old demographics? (Have you seen that show?)

Will this negatively affect Disney stock or brand? Nope, it will likely spike it up nicely. But it’s a wake up call. I suspect it won’t be long until all the outraged parents that are raising aforementioned ruckus will be dragging their kids to a Disney casting call to be the “next” Hannah Montana or spinoff perhaps.

And Miley — channel Carrie Bradshaw if you must, but not Paris, Lindsay or Britney.
(i.e., No sex tapes. So – many – yesterdays.)