I’m constantly riffing on how advertising is more powerful when it connects with a brand based emotion rather than a product/service feature or benefit. … and don’t expect me to stop anytime soon!

In a TV commercial launched by Rembrandt Toothpaste this past week, we see a PERFECT example of this in action. The “Romantic” archetypical emotion combined with great romantic music combined with great romantic words. NO toothpaste, no pictures of toothpaste, no talking about toothpaste, NADA.

As Paris Hilton would say … “That’s Hot!”

Go Ahead, Socialize ...

Start up a discussion of WalMart at the next mixer you attend and watch what happens. The discussion may go in any number of directions, but it will be lively. If you have a strong opinion about “the Walmart effect” (good or bad), you’ll want to read this article by Art Carden at the Ludwig von Mises Institute.

Go Ahead, Socialize ...

Oh, Oh, Oh …. I can’t wait! Check out the “under development” idea of ConceptShare.com. I can see this online app shaving off days or weeks on heavy design projects.

Go Ahead, Socialize ...

JUST KIDDING (sort of)! Like the Pot of Gold, it’s something that has been hyped, faked and talked about for years. All of this wasted energy stems from a deep desire for somebody … anybody to come along and invent a cell phone that’s not more complex than a VCR … one that looks great, works great, is intuitive and doesn’t take a 50 page manual to figure out. People, are we just dreaming? Meet the “Serene” by Bang & Olufsen.

So, a cool phone like that doesn’t need to complete on price, right?! Right! A product review like this points out stellar thinking in design and product development … no status quo here! The price tag is hefty but will assuredly come down when other manufacturers get a clue.

“Bottom line” question; Is your product or service differentiated to the point where you can work this far away from the price war?

Go Ahead, Socialize ...

The latest campaign produced for the Canadian Mothers Against Drunk Driving takes informational posters to a new level.  Add interesting juxtaposition of the poster to everyday objects, ask that the poster be crumpled a bit (for visual interest and texture), and VOILA! … you’ve got something that will really catch an eye.  Not just another piece of wallpaper that gets ignored.

Go Ahead, Socialize ...

Personal observation: If I had to go shopping for some low-priced commodities (sporting goods, toilet paper, shampoo, etc.), and there was a WalMart smack dab next to a KMart, I’d first walk into the WalMart. But WHY?

We could talk all day long about pricing strategies, advertising market penetration, national business development strategies, blah, blah, yadda, yadda. My decision (personally) comes down to brand. “WHAT THE …” you say? OK, not the corporate brand management strategies tweaked by each in their corporate offices, or the nature of their commercials. No, what I’m talking about is how I “feel” when I’m in each store.

After putting some thought into what makes a difference to me, I was able to make a list of personal observations:

• WalMart seems like it’s always a bit cleaner
• WalMart’s aisles seem like they’re a smidge wider
• The cashiers at KMart seem like they’re, on average, a little grumpier
• The stocking at KMart isn’t quite as well managed … prices missing, products regularly under-stocked or (gasp) out of stock
• WalMart doesn’t have nearly as many carnival mid-way games and rides
• And, my favorite, KMart doesn’t have an old person greeting you at the door. I ADMIT IT! … I LIKE THAT!

I’m sure I could go on and on and on with some more thought. The point? … In my mind, KMart’s Brand is suffering from a lack of attention to detail. It’s not about pricing (for the most part) and it’s not about the commercials. It’s about ME, ME, ME (the consumer).

Go Ahead, Socialize ...

Sixteen years ago (tomorrow), a wide-eyed, naive, shoot-for-the-moon, dreamer was given the greatest gift a person can receive. To hear the simple words “I do” from his soul mate. That dreamer was me.

Most of the time, that day seems like it was just last week … but when I think about all that has happened in that span of years, it amazes me that I’ve been able to get from day to day …€” considering everything that goes on in my life. Two handsome boys, multiple career changes, ten years of building a company, clubs, community involvement, house projects, three homes in two states on two coasts, good times, bad times (just like vows predicted). WHAT A RIDE!

In a nutshell, none of the best moments would have happened without the tolerance and unconditional love of my wife. She’s my “rock”, my “right hand”, my “muse” … my “HB”.

P.S. Yeah, this post was a tad personal for a business blog but I needed another tally mark in the “Top Dogs” category.

Go Ahead, Socialize ...