Hope to see you there.

When we get together it’s (as the Bible says) “Iron sharpening Iron”. More times than not, we are brainstorming, throwing out new ideas and often getting excited about the possibilities of what lies ahead. The world is full of opportunity and we are going to find them.

I was fortunate enough to convince him to come work for me a little while back. It could easily be the other way around. I learn something new from him everytime we get together and we are having a blast working on initiatives that benefit our company.

During our dinner conversation, he said something iconic that struck me between the eyes. As we were discussing brands, brand value, positioning and strategy (I know, really exciting stuff to some of you!), he made the following statement:

Brands don’t die from one fatal blow. They die from a thousand deep cuts.

Wow, was he dead on. I’ve witnessed it first hand. It starts with a little compromise here. And then a little compromise there. And before you know it, you have strayed. Somewhere along the path, you have lost your way.

As I thought more about his statement, I realized it also applied to relationships. Relationships among people. And relationships between companies and employees.

As the cuts add up, they start to bleed…. and then someone comes along and offers you healing. And they remind you what it was like before you had the scars. And it sounds really, really good.

Two roads diverged in a wood, and I–

I took the one less traveled by,

And that has made all the difference.

- Robert Frost

In this case, my friend is taking the road less traveled. And it’s clearly the right decision.

I’ll miss the regular sharpening of the iron but I know the friendship will continue and that’s the most important thing.

Good luck @wwwBTIP. Until next time…

We know what it takes to be a Tiger.

Talk to us to see how we can help.

Oops.

Having said that, from a purely objective marketing standpoint, I don’t understand the Pepsi “Throwback” campaign. The retro packaging is interesting enough. And with limited time availability (Dec 22 – Feb 22), it seems as though they are creating a sense of urgency. But then they add the clarifying line:  ”made with REAL sugar”.

And that’s where the questions begin.

If the “Throwback” drink is made with REAL sugar, then what is in their CURRENT product? I know, I know, it’s probably “high-fructose corn syrup” (HFCS). Which while probably not the greatest thing for me, MUST be at least OK, right? I mean, would the government allow unhealthy ingredients in my food? (Don’t answer that).

Here’s what the Mayo Clinic has to say about HFCS.

Research has yielded conflicting results about the effects of high-fructose corn syrup. For example, various early studies showed an association between increased consumption of sweetened beverages (many of which contained high-fructose corn syrup) and obesity. But recent research — some of which is supported by the beverage industry — suggests that high-fructose corn syrup isn’t intrinsically less healthy than other sweeteners, nor is it the root cause of obesity.

While research continues…regularly including these products in your diet has the potential to promote obesity — which, in turn, promotes conditions such as type 2 diabetes, high blood pressure and coronary artery disease.

Am I the only one now wondering about and researching the health impact of HFCS?

And that’s what I don’t get about the Pepsi campaign. They have highlighted the fact that the “Throwback” beverages are made with REAL sugar—a product benefit. But they chose to highlight that fact at the detriment to all of their “regular” products that are not made with real sugar. By comparison, their “regular” line-up is somewhere on the scale between “fake” or “manufactured” but all below the higher satisfier of being “real”.

Where is the benefit  of a campaign that highlights potential negatives about your main product line? I am not following the logic.

Maybe this is just a ‘teaser’ phase of a larger campaign that hasn’t been revealed yet and the Pepsi marketing brain-trust are geniuses. OR maybe they are too close to their product (and too enamored with the retro packaging) that they didn’t give enough thought to their product benefit line.

Time will tell.

Fifteen years later and his words seem truer than ever. Distribution options have exploded through the roof and virtually anyone with an internet connection can add their opinion to the gluttony of voices overwhelming us. But what makes compelling content? Just because you have the technology to produce it doesn’t make it interesting to consume. Remember “57 Channels and Nothin’ On”?

Therein lies the debate.

Take social media. I often hear “we should be on [insert your favorite social media partner here]“. But without compelling content AND a clear business strategy, having a presence on a social media website doesn’t mean you are moving the needle for your business or engaging your customers in a meaningful way. Having a Facebook account or a Twitter account is not an objective. It’s a distribution tactic that has to be grounded in a larger strategic initiative.

I am a fan of how social media connects consumers in meaningful ways. Some brands understand the power of the 3rd party endorsement and don’t try to control the message (as Coca-Cola did with endorsing a Facebook page started by their raving fans). But many other companies fail miserably when they jump into the social media space without clearly defined objectives.

I also love the explosion of video on the web and all that it entails.  But just because you have the latest Flip device doesn’t make you a good producer. Start with your objective. Then acknowledge your strengths and limitations before you produce content just because you need “video on the web”.

Make it compelling. Hold it up to your brand standards. Ensure that your efforts are, in fact, enhancing your brand and not detracting from it.

Start with a well-defined objective. Deliver compelling content. And let your compelling content make your brand the king.

It’s puzzling because from a Marketing point of view, it’s not a unique positioning claim and it’s not differentiating.
Their tag line is “the money you COULD be saving”. But they don’t say you will.  

Side note: If you are going to build your positioning on the fact that you have low prices, you need to have the lowest prices (see: Wal-Mart). Interestingly enough, Wal-Mart is moving away from “Low Prices Everyday” to “Save Money, Live Better” and trying to blur Target’s positioning “Expect More, Pay Less”….but that’s a topic for another time.

But Geico’s claim has been directly challenged by their competitors causing confusion in the marketplace. In fact, Allstate has come out with a commercial titled “Don’t Be Confused” that claims that customers who switched from Geico to Allstate saved money. And Progressive Insurance claims they will show you the prices of their competitors.

So where does that leave Geico?

With a non-sustainable positioning statement and an annoying icon (not that annoying icons are new to them).

If their only point of difference is price, then they attract non-loyal customers who will flip at the change of the price tag.

The thing to remember here is that your point of difference should be unique, ownable and not easily duplicated by your competitor.

I will also from time to time just share things of particular interesting to me. Maybe something that inspires my faith or challenges my thinking…or something I think will do the same for you.

Sit back, relax, and enjoy. We’ll be landing shortly. Enjoy the flight.