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October 6, 2009

Web Entrepreneurs Can Learn From Big Business Mistakes

The Wall Street Journal reported today that Chili’s restaurant chain brought back their “I Want My Baby Back Ribs” jingle with a new media campaign. In Canada, the makers of the Coffee Crisp candy bar recently started to rerun an almost twenty year old commercial featuring two very amusing card playing senior citizens with the memorable tag, “How do you like your coffee? I like my Coffee Crisp!”

Unlike the movie and music industries that keep recycling the same tired ideas and overpriced performers because (1) they fear their own self-perpetuating financially crippling business model and (2) because they are at heart, creatively bankrupt, some in the commercial marketing industry have realized what branding is about: a consistent message that resonates in the mind of the consumer. If you have a memorable campaign that penetrates the mind of the consumer, you need to push it for all it’s worth, rather than switching messages like you switch your underwear.

McDonald’s runs so many different campaigns aimed at so many different demographics that it no longer has a brand image. Maybe some overpaid marketing guru will remember “two all beef patties, special sauce, lettuce, cheese, etc.”

Small and medium sized businesses can learn an important lesson from this kind of marketing faux pax: once you hit on a brand message the works, one that people not only remember, but take to heart – do not mess with it.

Jerry Bader
(905) 764-1246

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People ask, “What do you do?” You could say we inform, enlighten, innovate, and create; you could also say we deliver our clients’ marketing messages in memorable ways using video, audio, webmedia campaigns and websites; all created in-house from concept to implementation, from graphic and motion design to Web-design, from script writing to video-production to post-production, from music composition to signature sound design.

What do we do? We motivate action by speaking to your audience’s real needs. We tell your story so your brand, your message, embeds in the minds of your clients. We are corporate storytellers; we turn advertising into content, and content into an experience.