………………………………………………………………………………………………………………………………………………….
Be honest – have you ever bought a product solely because of its name or packaging?

*whispers* I have.

The bottle’s appearance sucked me in, the matte hot pink and matte yellow bottles at the end of a sea of glossy blue and purple cans. I moved in closer, seeing the name EOS emblazoned across the top. Instant adoration! I love the name because Eos is the ancient Greek goddess of the dawn, often signifying a new beginning. Double bonus verbal branding: they’ve made it an acronym apropos to their product line, the “Evolution of Smooth.” So, even if you didn’t know that Eos was the goddess of the dawn, they are telling you this is a new beginning, an innovation in shaving, a new era of smooth legs!

Thankfully, I have ended up loving the product, too. Vanilla Bliss, indeed.

Will I now buy their lotion, lip balm (smooth stick or smooth sphere) and other flavors of shave cream?

*shouts* Yes!

Maybe it’s not the smartest way to shop, but EOS sold me in five seconds flat. I wasn’t even looking to buy shaving cream that fateful day in Target.

I wasn’t even in the aisle.

Contributed by: Jenna Wise

cray·on / [krey-on, -uhn]
–noun
1. a pointed stick or pencil of colored clay, chalk, wax, etc., used for drawing or coloring.
2. a drawing in crayons.
–verb (used with object)
3. to draw or color with a crayon or crayons.
–verb (used without object)
4. to make a drawing with crayons.

When I hear the word crayon, my mind immediately goes to the iconic art supply and the brand I grew up with … the Crayola crayon and its magnificent box of 64 with a built-in sharpener. I remember holding them with little hands, learning how to use the different shades together, and even melting them for cool grade-school art projects.

So this new beverage line has me puzzled. You want me to ‘drink crayons?’ I’ve been taught all my life to keep the markers, paintbrushes and crayons out of mouth, and now there is an imperative to do so?

As a mom, I can appreciate the premise behind the beverage: a drink with no high fructose corn syrup, less sugar and more juice than leading drinks for kids. As a verbal branding associate, I see a great opportunity for a fun, new name that can appeal to kids in its tonality, and to moms in its approach to nutrition.

Using an arbitrary word for a brand can work, if it’s executed well. Apple built its brand off ease and the approachability of something as simple as a piece of fruit. Is Crayons trying a similar approach? Capitalizing on our childhood nostalgia and hoping that translates into a mental shift? That now, it’s ok to ‘drink our crayons?’

As for kids, will this product be confusing in real-life scenarios? “Mom, can I have Crayons with dinner tonight?” Or, “Kate, you can drink these Crayons, but don’t eat those in your art supplies.” For some reason, I can’t reconcile the idea of now consuming or drinking something that has been a part of my life for so long, and used in a very different way. What do you think? Are you ready to ‘drink your crayons?’

………………………………………………………………………………………………………………………………………………….
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

………………………………………………………………………………………………………………………………………………….

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