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Any given day, you’re sure to find an Addison Whitney employee at the Y running on a tredmill or perfecting Zumba moves. As a member of the YMCA of Greater Charlotte, I received an email last week from the President & CEO and Metropolitan Board Chair that blew my mind – in a good way.

By the time I’d received the email, I’d heard the news of the YMCA’s rebranding to the Y. I had seen the new logo and color palette. And I had read quite a few articles and blog entries cheering and jeering the change.

But this email was different because it was from my Y. The email, entitled “Still Your YMCA,” communicated the changes members can expect including a new brand strategy defining its cause of strengthening the foundations of community and a refreshed logo. But it also told members what would not change: the mission, core values and services members enjoy.

A key to successfully introducing a rebranding effort to your target audience is communication. As a member of the brand strategy team, we tell our clients going through rebranding efforts to do just what the Y did so well. Tell your target audience why you did it, how you did it and what they can expect. Change can be scary, so calm any fears by clearly stating what will not change.

The email from the YMCA of Greater Charlotte says it best: “As you can see, the Y isn’t changing any of the great programs and services that we’ve always provided; we’re just trying to do a better job of explaining why they matter.”

And you’re off to a great start.

Contributed by: Beth Anne McPheeters

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Did you know that Rock Hudson’s character in the 1964 movie Man’s Favorite Sport worked at Abercrombie & Fitch? Did you even know that A&F has been around since 1964?! Well, I didn’t and was surprised to research that it was founded in 1892. But I digress.

I’m talking about product placement. Or “brand integration”. Or blatant advertisments for products that show up during my favorite tv show that in no way seems to be just happenstance. I wonder if A&F’s sales were boosted because of Rock’s employment? Does any product placement actually boost the brand’s sales or is it just a way for the entertainment industry to pay expenses? I cannot speak for all, but I did have a hankering for the peanut buttery, chocolatey goodness that is Reese’s Pieces after watching E.T. Another oldie is Back to the Future 2. Pepsi, Nike & the DeLorean all had call outs throughout the entire movie. What about Castaway? I mean, Wilson was a main character without really being a character! I hear there is a game that Bond enthusiasts play while viewing any James Bond movie where they try to count as many product placement ads as possible; Aston Martin, Rolex, Omega & Coke Zero to name a few.

Music lyrics and videos aren’t immune either. Lady Gaga receives calls from Beyonce on her Virgin Mobile LG Rumor2 in the “Telephone” video. Run DMC didn’t just wear all things Adidas, they weren’t about to trade their Adidas “for no beat up Bally’s” in their song “My Adidas”. And I will never be able to stretch during the 7th inning and not wonder if Jack Norworth got paid to give a shout out to Cracker Jacks when he penned “Take Me Out to the Ballgame” in 1908.

And still more in prime time television! Who hasn’t watched “American Idol” and seen the judges with their ginormous red cups emblazened with the Coke logo? Jack Bauer of “24″ fame drives a Ford Expedition. Who could forget KITT, the sleek Pontiac Trans Am partner to Michael Knight? Even the “good ol’ boy” Duke cousins of Hazzard County, GA drove a custom 1969 Dodge Charger.

Alas, there are lots of examples of artists, movies or t.v. shows that feature product placement but receive no compensation. There was a recent episode of “Modern Family” that was based solely around the search for an Apple iPad. Producers and Apple alike state that no money exchanged hands for the use of the Apple brand. And I’m almost positive Janis Joplin didn’t get a car when she co-wrote and sang “Mercedes Benz”. Correct me if I’m wrong.

Are featured brands getting more business by product placement or are they just sponsors for your favorite movies, t.v. shows, musical artists and video games? Is it brand integration or celebrity endorsement? Would you ever NOT purchase a brand because of its product placement in the entertainment industry? Does it help the overall brand marketing? What other examples have you seen and heard?

Excuse me. I have a call coming in on my Sprint HTC EVO.

Contributed by: Jennifer Rodden

According to The American Marketing Association (AMA), a brand is defined as a “name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.” Key word here = differentiation.

My job entails creating new identities for companies … products, services, new corporations. In doing so I strive to create a moniker that stands out from the competition; a name that effectively positions the offering in a way that offers distinction and memorability.

So why is it that iPhone apps don’t appear to operate under the same guidelines? I was searching for a calorie counter app the other day – type in anything related to calories, exercise or fitness and you are inundated with apps that promise to trim your waistline and increase your cardio stamina. Problem is, aside from the price and the star-based feedback, how do you tell them apart? At first glance alone, how do you differentiate?

Here are the results of my app search for ‘calorie’: Continue Reading »

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We’ve all heard about the hundreds of Toyota cars that have been recalled due to sticking accelerators and the pedal entrapment issues (or the “big boo boo”). While Toyota has to gone to great measures to fix these issues, an even bigger question remains. Will the Toyota brand survive this tremendous hit and how have they responded to this crisis? This is a touchy topic, for many reasons. How do you put trust back into a brand that’s caused so many tragedies by way of a seemingly easily fixable flaw? Continue Reading »