Big ‘G’ Archive: Brand Past as Prologue

The New York Times: “By 1980, General Mills had accumulated so much brand memorabilia that the company established an archive … The archive, which is closed to the public, houses thousands of artifacts in about 3,000 square feet of temperature- and humidity-controlled space.”

“Among the photos, packaging and promotional items are an early rendering of the character Betty Crocker, who was created in 1921 to answer consumers’ baking questions… some of the first clay animation models of Poppin’ Fresh, the Pillsbury Doughboy; and a box of Cheerioats, the original name of Cheerios … Many artifacts illustrate how marketing and advertising have evolved. Wheaties made its debut as Washburn’s Gold Medal Whole Wheat Flakes in 1922, only to be renamed two years later in a companywide contest.”

“Through its sponsorship of radio programs like the ‘Betty Crocker Cooking School of the Air’ … General Mills introduced its products from coast to coast … General Mills later sponsored cartoons, notably ‘Rocky and His Friends’ and ‘The Bullwinkle Show’ from 1959 to 1964.” Mary Zalla of Landor comments: “You and I watch TV, and every 15 minutes we’re assaulted with commercials … Do you ever associate those brands with the show you’re watching? You don’t … Before, those brands were so closely tied with the TV shows and the talent surrounding them that it gave those brands an incredible start.”


Quote of the Day: Tim Berners-Lee

“Ad revenue is the only model for too many people on the web now. People assume today’s consumer has to make a deal with a marketing machine to get stuff for ‘free,’ even if they’re horrified by what happens with their data. Imagine a world where paying for things was easy on both sides.” ~ Tim Berners-Lee, creator of The World Wide Web, quoted in The New York Times.


Late & Great: Philip Kives

The Guardian: “The late Philip Kives is “hailed as having invented the infomercial, producing a live, five-minute TV ad for a Teflon non-stick frying pan … the format stood him in good stead when he diversified from homeware and into music in 1966 … At the time, the idea of a multi-artist compilation was a rarity, because record companies were not keen to have their artists on the same LP as artists signed to competitors.”

Few were the households in the 1970s that didn’t have some sort of K-tel release propped up beside the stereo in a manner that makes the supposed ubiquity of an act like Adele today pale in comparison … For Kives … music was just another product like the Patty Stacker, the Bottle Cutter, the Veg-o-Matic food cutter and the Miracle Brush … While artists might bristle at the idea of being sold in the same way as a tool for chopping vegetables or cleaning suede, for Kives it was still the boardwalk and he was gripped by the thrill of sell, sell, sell.”

“Today, marketing executives like to regard themselves as super-sophisticated, guiding what they do with endless data, market research and analysis; but they are still working on many of the same principles that Kives perfected half a century ago. Except he was arguably much closer to the audience, understood them better and respected them more.”


Readers vs. Users: A Cure for the Common Algorithm

Quartz: “To be sure, there’s a sick kind of symbiosis involved in so-called metrics-driven journalism. Content farms produce what the metrics say users want, and users give their attention, against which content creators can sell ads … And so it’s no surprise that when publications treat readers as users, they find what they expect to see: vapid, venal, flaky masses who constitute a collective problem to be solved by the data wizards of Silicon Valley.”

“But readers aren’t the problem. Readers are the solution. If publications can reclaim the reciprocal relationship between themselves and the people for whom they tell stories, then they can nurture a different kind of growth. It would not be the fast, social media-driven pageview growth that we see from venture capital-backed media upstarts. It would not be wide growth. Rather, it would be deep growth: fewer users but more loyalty and impact.”


Fake Farms Fool Tesco Shoppers

The Wall Street Journal: UK grocery chain Tesco is launching “76 new food lines,” branded with the names of “seven fictitious farms. Critics say the British-sounding monikers obscure the fact that the products come from a variety of farms, including ones overseas. Blueberries under the Rosedene Farms brand come from Spain, for example, while apples under the same brand hail from South Africa.”

“The British efforts are part of a global trend among supermarket chains and food makers as customers increasingly seek food that appears fresh, lacks artificial ingredients and is locally sourced.” Says Tesco CEO Dave Lewis: “We’ve been very open about the fact that this is creation—we’re creating and launching these brands.”

“Not all of British retail’s farms are fictional. High-end supermarket chain Waitrose on Friday began streaming live footage in train stations across the country from a farm it owns in Hampshire. Passersby will be greeted with footage of beehives, rapeseed and more from dawn to dusk.” Waitrose “said it aimed to let customers see firsthand where their food comes from. ‘Rather than telling customers what we do, we’ve decided to show them in an open and honest way,’ said Rupert Thomas, Waitrose’s marketing director.”


A New Blue Ribbon For Pabst

The New York Times: Eugene Kashper, who “made a fortune reviving several all-but-moribund Eastern European breweries … bought Pabst Blue Ribbon beer in 2014 with the private equity firm TSG Consumer Partners for a reported $700 million … Mr. Kashper says he saw a big opportunity. ‘Beer, you know, it’s just fun,’ he said.”

“Now chief executive, he is pushing an aggressive effort to leverage the company’s distribution network, a part of the business that had been built up under previous owners, and dusting off old beer recipes and brands to capitalize on consumer desire for local products. Pabst will soon start producing Rainier Pale Mountain Ale at a brewery in Washington State … using a recipe derived from the one for a Rainier beer that was last brewed in the 1930s and 1940s. Other brands include Lone Star, Schlitz, Olympia, National Bohemian, Colt 45, Schmidt and Pearl.”

Says Kashper: “We’re ideally suited for the whole locavore thing … We can take advantage of the heritage embedded in our brands … We don’t have to spend money convincing consumers our brands are authentic — they already know they are.” He has already “found one hit to pump through the system right after buying Pabst, in Not Your Father’s Root Beer, a ‘hard’ or alcoholic soda made by Small Town Brewery that became the beer industry’s sleeper success story of 2015. The product helped raise Pabst’s overall sales in 2015 by 20 percent and pushed its market share up by a percentage point — even as sales of its main brand declined.”


YouTube is the ‘Hometown TV’ of Presidential Marketing

The Washington Post: YouTube “has become not just the Web’s biggest petri dish for the funny, weird and astronomically popular. With its 1 billion viewers and cultural omnipresence, it now offers campaigns a breadth no hometown TV network can match … Republican front-runner Donald Trump has been the most digitally prolific, with more YouTube views and videos about his campaign than all other candidates, data provided by Google show. Bernie Sanders, Hillary Clinton and Cruz follow, in that order, closely resembling the real-life race.”

“In an encouraging sign for campaign ad makers — and a reflection of how bizarre or amusing this race has become — many viewers are seeking out the same political ads they only previously endured during commercial breaks. Since April 2015, Google data show, Americans have watched 12,500 years’ worth (110 million hours) of YouTube videos about the 2016 issues and candidates.”

“Though broadcast TV remains king, gobbling up $2 billion of ad budgets, campaigns are increasingly turning to YouTube for its finer precision in targeting voters and its potentially viral popularity. Old-fashioned commercials are pricey, time-limited and impossible to pass on, while YouTube lets campaigns experiment with a wider range of lengths, costs and talking points.”


Tory Sport: Retail Store as Marketing Medium

“Tory Burch’s new Tory Sport store shows how selling fashion today isn’t really about advertising. It’s about making a store into the marketing vehicle,” The Wall Street Journal reports. “People are still tactile. They want to feel the product,” Ms. Burch says. “Stores are changing, Ms. Burch says. Their purpose is to engage customers and to build a community. They also can be a place where the online and offline worlds merge.”

“With just one or two sizes of most styles on display, the Tory Sport store isn’t meant to be shopped the way mass-market flagship stores are … Instead, a designer store is a place to immerse and entertain shoppers in the fictitious, tightly controlled world the brand creates. It’s a chance to show and explain all that a brand stands for—and to seduce a shopper into buying something … Both Ms. Burch and Roger Farah, Ms. Burch’s co-chief executive, insist the Tory Sport store remains very much about sales, though.”

“We definitely want it to be profitable but we also want the experience to be one that people really like and get to know,” Ms. Burch says.