So it's only been two months since I last posted. Oooppps. Blogging is nearly a full-time job. I need to plan my days better.
I will be back on a regular basis soon, but just wanted to share this one thought: The written word remains powerful.
The delivery method of words is continually changing, but the actual written word is still so strong. In the 70s, 80s and 90s, video was said to become king. TV and TV news was going to supplant newspapers. It had an impact, but no more than the current economy has had on them.
And, with all of these new mobile apps coming out providing the ability to watch on the go, it still may. But think about it: With email, texting, blogging and tweeting, it is the written word that still reigns.
Newspaper circs are down, but online readership is up and with the Kindle and other similar devices coming out the written word has a bright future. Instead of picking up a paper or magazine or book at the corner newsstand, it is simply zapped to your mobile device.
News stories may be shorter. Texts use abbreviations. And, thoughts are now transmitted in character limits -- not even word limits. Regardless, the written word still carries the message.
Tuesday, November 10, 2009
Thursday, September 10, 2009
If it fits ... and it is under 70 pounds
I recently noticed a slight shift in the USPS commercials in the "if it fits, it ships" for a low flat-rate campaign. And this was a positive thing.
In the first set of commercials, the banter between the postal courier and the small business owners was centered around the notion that you could put anything in the box and it will ship for one low flat-rate. However, these initial commercials had the text on the screen that said this was for packages up to 70 lbs. I did a quick scan of YouTube and could not find this commercial, so sorry for the lack of a visual. I will keep looking ...
Obviously, there was a big caveat there -- and it was clearly noted in the disclaimer text on the screen. The text was bigger than typical disclaimer text, but it was not in the character dialogue. So, the impression one could get from the segment is that you could load anything into the box and it would ship for "a low flat-rate." Period. Great deal.
Now, I need to give the USPS credit. A new commercial in this series is out and they made the appropriate adjustment. In the dialogue, the postal courier now says something along the lines of "If it is less than 70 lbs" as the lead in to the fits/ships promise.
It's rare you see a clarification mid-campaign, so hats off to the USPS for making it as clear as they can. If I only had something to ship, I would reward them for their good deed ...
In the first set of commercials, the banter between the postal courier and the small business owners was centered around the notion that you could put anything in the box and it will ship for one low flat-rate. However, these initial commercials had the text on the screen that said this was for packages up to 70 lbs. I did a quick scan of YouTube and could not find this commercial, so sorry for the lack of a visual. I will keep looking ...
Obviously, there was a big caveat there -- and it was clearly noted in the disclaimer text on the screen. The text was bigger than typical disclaimer text, but it was not in the character dialogue. So, the impression one could get from the segment is that you could load anything into the box and it would ship for "a low flat-rate." Period. Great deal.
Now, I need to give the USPS credit. A new commercial in this series is out and they made the appropriate adjustment. In the dialogue, the postal courier now says something along the lines of "If it is less than 70 lbs" as the lead in to the fits/ships promise.
It's rare you see a clarification mid-campaign, so hats off to the USPS for making it as clear as they can. If I only had something to ship, I would reward them for their good deed ...
Tuesday, August 25, 2009
CARS wasn't good enough?
The cars program ended yesterday. Excuse me, CARS ended yesterday.
What? The Car Allowance Rebate System.
Of course, this was better known as Cash for Clunkers. Now, as a brand name, Cash for Clunkers was a hit. Who didn't know what Cash for Clunkers was? I don't even know if a poll was done to determine if the term Cash for Clunkers worked because everyone knew what it was. If they had done one, it would have been a waste of money because it was so well known. It was just that successful from a branding standpoint.
But, what about just going with CARS? That's clever. The Car Allowance Rebate System. It stands for something. I think if someone said that the CARS program was giving out billions of dollars to folks who traded in their "clunker" for a more fuel-efficient model -- it would still be a smashing success.
So, it begs the question: Why didn't they give TARP a colloquial name?
I think CARS could have worked without the colloquial term, but the Troubled Asset Relief Program could use some help.
CARS communicates... cars. Simple. It works.
But, TARP. It could use its own Cash for Clunkers term.
The official Web site is FinancialStability.gov. And, there are great terms on there like Road to Stability, etc. There could have been a meaningful slogan that accompanied this one.
But, instead, the visual is a tarp. A tarp makes me think of a ballgame, but it's raining, it's nasty out and the game has been called because of rain. So, the tarp is out on the field.
Well, maybe it makes sense after all.
What? The Car Allowance Rebate System.
Of course, this was better known as Cash for Clunkers. Now, as a brand name, Cash for Clunkers was a hit. Who didn't know what Cash for Clunkers was? I don't even know if a poll was done to determine if the term Cash for Clunkers worked because everyone knew what it was. If they had done one, it would have been a waste of money because it was so well known. It was just that successful from a branding standpoint.
But, what about just going with CARS? That's clever. The Car Allowance Rebate System. It stands for something. I think if someone said that the CARS program was giving out billions of dollars to folks who traded in their "clunker" for a more fuel-efficient model -- it would still be a smashing success.
So, it begs the question: Why didn't they give TARP a colloquial name?
I think CARS could have worked without the colloquial term, but the Troubled Asset Relief Program could use some help.
CARS communicates... cars. Simple. It works.
But, TARP. It could use its own Cash for Clunkers term.
The official Web site is FinancialStability.gov. And, there are great terms on there like Road to Stability, etc. There could have been a meaningful slogan that accompanied this one.
But, instead, the visual is a tarp. A tarp makes me think of a ballgame, but it's raining, it's nasty out and the game has been called because of rain. So, the tarp is out on the field.
Well, maybe it makes sense after all.
Monday, August 17, 2009
Now This is Creative
Earlier this month, CNBC.com and AdAge had bits on a very clever idea.
For Burger King's sponsorship of a Spanish soccer (or football or futbol) team, they have a picture of The King upside down on the inside of the jerseys.
Why?
So, when a player scores a goal and lifts his shirt, The King appears ... right side up! Brilliant.
And, this is the Burger King King -- not Elvis or Richard Petty.
They maintain the traditional logo on the front of their jerseys like most clubs, but the inside print is clearly unique. While I do not have historical data on this type of thing, this has to be one of the more creative logo uses in the history of sports.
In watching NFL preseason over the weekend, I thought it was clever that the NY Jets had their division, AFC East, on the back of their ball caps. But, this blows that out of the water.
Some folks have criticized the concept saying its too creepy. But for $1.8 million, they should be able to ask the goal scorer to put on the full King costume. Now that would be creative.
For Burger King's sponsorship of a Spanish soccer (or football or futbol) team, they have a picture of The King upside down on the inside of the jerseys.
Why?
So, when a player scores a goal and lifts his shirt, The King appears ... right side up! Brilliant.
And, this is the Burger King King -- not Elvis or Richard Petty.
They maintain the traditional logo on the front of their jerseys like most clubs, but the inside print is clearly unique. While I do not have historical data on this type of thing, this has to be one of the more creative logo uses in the history of sports.
In watching NFL preseason over the weekend, I thought it was clever that the NY Jets had their division, AFC East, on the back of their ball caps. But, this blows that out of the water.
Some folks have criticized the concept saying its too creepy. But for $1.8 million, they should be able to ask the goal scorer to put on the full King costume. Now that would be creative.
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